Citter Franchisee Programme - Domestic & Global

Franchisee, originates from trade and industry and involves a contractual arrangement between two firms: the franchisor and the franchisee. The franchisee buys the right to provide health care services with the use of the franchisor’s business format. The business format consists of a brand name, support systems, and specification of the products and services that need to be delivered.

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We need to understand that multiple business format elements affect the achievement of results. We used these insights to build a conceptual foundation for exploring the role of the business format in healthcare.

We see that the design of two business format components influences the results achieved within franchises. The first is the `front’ of the business format, which constitutes elements related to the positioning toward customers. The positioning toward customers comprises the brand name strength and the Health & Wellness practices we deliver, which includes the collection of the attributes of the products and services of the franchise and the presentation thereof. This component determines the attractiveness of the business format to customers and has been shown to be important for realizing positive strategic and organizational results for franchisor and franchisees.

The second component is the `back’ of the business format and comprises the format facilitators. These are the operating and management structures that aim to ensure that unit actors deliver the services in their units as defined in the positioning component and to build a strong brand name. We see through experience that the design of two types of facilitators influences results: support services and control systems. Support services include elements that assist unit actors in starting up and operating a unit (e.g., also training). Control includes the specifications and limitations from the franchisor to ensure that unit actors behave as deemed necessary (e.g., rules on client contact).

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Citter's Franchisee Programme  is an approach to a new ecosystem in the Citter Traditional Health & Wellness market for India and the world over, This system brings in care for those who have Ruberoid Arthritis issues, and need care and maintenance to the body. It is also a Centre for Diabetic Care.

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This programme has been set up so that more and more people can have the opportunity for care in these two specific spheres. 

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CITTER proposes a model as an alternative to large bureaucratic healthcare organizations. We expect that the combination of local entrepreneurship and support through the business format stimulates the professional satisfaction, efficiency and quality of care.

This is thought to be achieved by restoring the autonomy of professionals in care provision while supporting them with effective practices and developed innovations. Additionally, providers expect that the shared positioning with a brand name and clearly defined services may assist in the creation of competitive advantages. Also, to expect to improve their competitive position, quality of care, efficiency, financial performance and professional work environment.

This is to achieve such results through proven practices from the business format, the operational support, the shared branding, the possibilities for knowledge sharing and development, and the access to innovations originating from the franchisor and our other franchisees who will all grow with us.

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A franchise model benefits the best of two worlds. As the owner of an independent business, the brand is free to leverage the entrepreneurial capabilities and knowledge of the local market. All the knowledge and the expertise which is required to successfully run the business are ensured in the franchise work model. As a part of a growing network, the franchise offers world-class service with fewer expenses.

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It is also to be noted that it is important to have open, committed, cooperative franchise relationships in which professional franchisees and unit managers feel and trust that they have the opportunity to introduce ideas and articulate their needs to the franchisor. Such relationships help ensure satisfaction, survival, and quality of care, because they serve to foster synergy realization and local fit and prevent reinventing the wheel and professional resistance.

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Our goal is that those who start operating a CITTER healthcare franchise is expect to be a successful model, either for commercial or social reasons.

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Concept

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Research has found that the importance of a concept in health care services that are valued by clients, it seems that clients are attracted to a franchise because they like the concept, not particularly because it is a franchise. It was found that many clients found the optimistic approach, specialized treatment programmes and office-like interiors to be attractive, and clients were said to value the idea of a small-scale family-like atmosphere in a nice house where clients live as normal a life as possible.

Thus, the positioning component of the business format plays an important role in how franchises are valued. However, the support services and control systems in the business format should support realizing this positioning in practice. 

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