A. Definition of the Problem
As the second most common cancer type and the main cause of the fifth highest category of death caused by cancer worldwide, breast cancer is a menacing ailment that needs to be directly confronted within the health care sector (WHO, 2008). This form of cancer mainly affects women, but has been known to exist in men based on the fact that the male and female breast tissues are constructed in identical manners (2008). Yet breast cancer is controllable in proportion to the speed and earliness with which it is detected. Furthermore, the symptoms and signs of the condition are factors for which, if educated, individuals may be set on their guard. Both women and men need to be exposed to the signs, symptoms and prophylaxis associated with the condition, as both genders possess similar survival rates based on statistics (2008).
Exposure to information about the practices associated with breast cancer, as well as the signs and symptoms of the condition, allows men and women not only to detect their own level of risk but also to take measures to minimize these. The first sign of breast cancer, detected by over 80% of persons who have suffered the disease, is a lump in the breast the consistency of which differs from the surrounding mammary tissue. Such lumps may also be detected in the collarbone area as well as under the armpits and in the lymph nodes located there (National Cancer Institute, 2005). While these forms of detection have led to breast cancer diagnoses in the overwhelming majority of cases, the first definite and unequivocal detection leading to diagnosis for any breast cancer comes from a physician’s analysis of a mammogram (2005).
Other symptoms of the disease detectable by the individual include changes in the size and shape of the breast, inversion of nipples, dimpling of the skin, and discharge from the nipples (especially a single nipple) that occur in a spontaneous manner (WHO, 2008). Another form of the condition, known as inflammatory breast cancer, occurs when affected cells launch an invasion into the lymphatic system of the dermis. This presents itself visibly to the educated observer as inflammation or redness of the skin. Other symptoms of this may include pain, swelling or a warm sensation throughout the breast. The condition known as Paget’s disease of the Breast has also been marked as a symptom for breast cancer (National Cancer Institute, 2005). It is characterized by a condition of the breast’s outer layer that resembles eczema, and which affects the skin of the breast as well as the nipples. Progress of this condition leads to sensitivity, itching and burning of the affected area, as well as the possibility of a lump within the underlying tissue. These symptoms are quite sensory and will likely be perceptible to the average human.
Breast cancer risk is based on such factors as heredity, diet, viruses, exposure to radiation and chemicals, as well as to the levels of estrogen found within the body. A person who is aware of these known risk factors will take the time to perform such cautionary acts as checking their family medical history, modifying their diets, and reducing their exposure to known carcinogens (WHO, 2008). Access to information like this also allows persons to be motivated not only to perform periodical breast palpations in order to detect tumors, but also to take the initiative and present themselves regularly at cancer clinics in order to have mammograms. Breast cancer is therefore detected largely as a result of the knowledge and/or the initiative of the individual. Because it is based on knowledge of the disease and attention to changes within the body of the individual, awareness of these signals that point toward the presence of the disease provides a powerful defensive tool. The goal of this project is to provide this type of awareness and education to the public as a means of lowering the incidence of death from breast cancer.
B. Budget
EXPENSES
Total Costs/month
Marginal Cost after 100
Marginal Cost
After 1000
Fixed
Rent/Mortgage
$1500
$15
$1.50
Utilities
$200
$2
$0.20
Salaries
$18,500
$185
$18.5
Accounting
$4,000 (per annum)
$40
$4
Office Supplies
$500
$5
$0.50
Total
$24,700
$247
$24.70
Variable
Venue Rental
$2500
$25
$2.50
Print Material♦
$5000
$0.17
$0.15
Promotion Keepsakes♦
$10,000
$0.60
$0.50
Petrol
$3000
$30
$3
Total
$20,500
$205
$20.50
Controllable
Print Material
$5000
$0.17
$0.15
Media advertising
$1000
$10
$1
Petrol
$3000
$30
$3
Venue Rental
$2500
$25
$2.50
Total
$11,500
$115
$11.50
Unrecoverable **
Multimedia
$2500
$25
$2.50
Software
$4000
$40
$4
Hardware
$4000
$40
$4
Office furniture
$10,000
$100
$10
Total
$20,500
$205
$20.50
GRAND TOTAL
$77,200
$772
$77.20
♦ Money budgeted is for an amount far greater than the marginal costs calculations reflect.
** Unrecoverable costs are also mainly one-time or long-term (> 5 years) costs, and the marginal costs of these products will tend to become vanishingly small over time.
C. Cost-benefit analysis
The considerable costs associated with the implementation of this progress are likely to be offset by the benefits in the medium to long term. While the benefits will be largely non-monetary and will manifest not to the clinic itself but to the people it serves, there are some areas in which quantifiable benefits may be achieved. The fixed and controllable costs of the program (such as rent, salaries, and media advertising) make up the majority of the budget, and this indicates that the higher the number of persons that can be reached and aided within this campaign, the lower marginal costs will become (Teneric, n.d.). The financial benefit to the clinic of this ability to reach more persons at a decreasing marginal cost is the likelihood of these persons’ employing our facility for the performance of mammograms and other cancer-related business. Such persons in whom the problem is detected early will be inclined to employ the services of our physicians, nurses and pharmacists in order to implement treatments for the condition. For example, the costs of rent, utilities, and providing salaries to seven staff members and a manager within a month amounts to $24,700 and should their work lead to an increase in mammograms by 100 persons, this leads to an increase in revenue of $10,200—approximately 40% of total fixed costs (CostHelper, 2008).
The availability of such free or low-cost media as blogging and video uploading sites (e.g. Blogger and YouTube) makes it possible to reduce advertising costs, as well as negotiate advertising revenue based on the popularity of the site. Such companies that provide breast cancer awareness products or medication will be consulted for the placement of ads on these pages. Since site popularity is in direct correlation to the number of persons reached by this campaign, these too can be offset against costs and represent a means of heightening benefits in relation to costs.
Variable costs are likely to increase based on the number of persons to whom this campaign caters (Teneric, n.d.). However, based on economies of scale, the costs of these materials decrease the higher the number purchased. Specifically, marginal variable costs change from $25 to $2.50 when the quantity increases from 100 to 1000. Again, these costs are also likely to be offset by the means of revenue acquisition described above. When more people use our facilities for issues related to breast cancer, the clinic is likely to increase its overall monetary intake.
D. Feasibility of the breast cancer promotion activity
The benefits of the implementation of this promotional activity will be largely non-monetary, yet quantifiable on the basis of how many persons are rescued from the death that is the end-result of this condition on many occasions. The activity promotes education, early detection, as well as health lifestyle habits that fight against risk factors. As far as the monetary aspects of the project go, the promotion activity presents itself as a positive means of combining aid to the community with increased revenue for the clinic. The fixed costs of the project are offset by revenue after the first 250 persons (per month) come in to have mammograms as a direct result of the program. Websites and videos, if made informational as well as promotional, are likely to garner a larger viewing audience, especially such persons who may already be suffering from the disease or who have loved ones who suffer. Since advertising revenue for the project can also be increased along with the number of its target audience via the popularity of website and videos, the project is one that has the potential for success. As a result of all these factors, both the fixed and variable costs are likely to be surpassed by revenue, since both decrease marginally as the number of persons to whom the program caters increases.
The project may also become more economical as a result of the controllable costs that will be incurred. The cost of venues for hosting seminars may be negotiable, as it is possible to appeal to schools, churches and other organizations with large auditoriums to volunteer their premises for hosting events. The cost of gasoline (petrol) to the project is controllable to the extent that fuel efficient vehicles are used for travel. Print material and promotional keepsakes are controlled via economies of scale, as well as through negotiating deals with the vendors in exchange for advertising at the event. Finally, media advertising can be done at little or no cost to the project (apart from the production of videos and construction/maintenance of websites), as such free sites as Blogger and YouTube can be utilized. Radio and local television advertising might also be procured through the aid of sponsors. It would therefore be feasible for the organization to proceed with this promotional activity for breast cancer awareness.
References
CostHelper. (2008). “How much does a mammogram cost?” Mammogram Cost. Retrieved on October 23, 2008 from http://www.costhelper.com/cost/health/mammogram.html
Teneric. (n.d.) “What costs are fixed?” Professional Business Plans. Berkshire. Retrieved on October 23, 2008 from http://www.teneric.co.uk/nl110204.html
National Cancer Institute. (2005). “Paget’s Disease of the Nipple: Questions and Answers.” Retrieved on October 23, 2008 from http://www.cancer.gov/cancertopics/factsheet/Sites- Types/pagets-breast
WHO. (2008). “Cancer: Key Facts.” Media Center. Geneva: World Health Organization. Retrieved on October 23, 2008 from http://www.who.int/about/contacthq/en/index.html