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How to Write a Healthcare or Medical Business Proposal

Updated on April 12, 2013

I help people like you make their sales pitches

Are you in the medical or healthcare field? How are you going to land the business you need, or get the funding for your project so your venture can succeed? You need to articulate that you can be trusted to deliver.

I've been working with companies for over a decade and have developed an easy to follow system for writing detailed business proposals that is used extensively in the medical and healthcare industry.

Proposal Pack Healthcare #1
Proposal Pack Healthcare #1

I can show you how to write any kind of medical or healthcare proposal

Medical services, product sales, project funding, etc.

I often hear from clients who work in the medical or healthcare industry and need to write a business proposal. The terms "medicine" or "healthcare" are general labels that cover many different types of businesses. My client might be a doctor or a medical group director. His company might offer rehabilitation services for the disabled or home care for the elderly. He might sell medical insurance or pharmaceutical products, or his company might specialize in electronic medical records management.

There are so many different medical-related businesses!

So just like there's no generic medical business, there's no such thing as a completely generic healthcare or medical proposal. Each grant application or proposal written in these fields will differ from others, reflecting the variety of projects and types of businesses. But that's a good thing, because every proposal should be tailored for a specific client and project.

However, although every proposal will differ in the details, each proposal should follow a basic four-part structure. Here's that structure: 1) introduce yourself; 2) describe your prospective client's needs; 3) explain in detail what you propose to do and what it will cost, and finally, 4) provide evidence to show that you are the best candidate to carry out the project. This is the same basic outline found in every good business proposal we create.

Proposal writers don't need to begin by staring at a blank computer screen. A package with pre-designed templates, samples, and automation software can give you a big head start.

Depending on the needs of your client, the complexity of the project, and your type of business, your proposal may be short and simple, or long and complex. Five to ten pages is an average proposal length, but a complex proposal can include a hundred pages. A minimal proposal could contain only a Cover Letter, a list of Products or Services Provided, and a Price List, but as I tell my clients: keep in mind that the secret to creating a successful proposal is to tailor it for the decision-making executive or committee. Don't just throw together a packet of generic information.

Start off by putting yourself in the clients' shoes. What problem are they trying to solve? What do they need and want? What are they worried about? The effort you put into researching your potential clients will pay off in a customized proposal that is much more likely to beat your competition.

I also remind my clients that just because each proposal is customized doesn't mean you can't use a lot of the same pages in multiple proposals. Of course you can! The information about your products and services will interest all your potential clients. Customizing a tailored proposal simply means that you write each proposal to address a specific client's needs and thus persuade that specific client to award you the contract or give you the funding you seek.

Let's break down those four proposal parts I talked about above. The introduction section usually contains a Cover Letter and a Title Page. You'll probably want to use your company letterhead for your Cover Letter and keep the letter concise; simply state who you are and provide your contact information. The Title Page should introduce your proposal and identify the specific project you are discussing. So titles might be something like "Health Insurance Proposal for the Smithwell Company," "Mobile Medical Screening Services for Jones County," or "Proposal to Form a New Healthcare Cooperative." That's it for the introduction section.

If your proposal is complex, you may need to insert a detailed summary (often called an Executive Summary or a Client Summary) right after the introduction section. This is basically a list of the most important points you want to make in your proposal, designed to make it easy for a high-level decision maker to skim.

My Proposal Kits are here on Amazon - Healthcare and medical design themes, templates and sample proposals

Or shop direct and download my Proposal Packs from These are just a few of hundreds of available design themes. Come on over to Proposal Kit and let us help you get started right away.

Proposal Pack Medical #1 - Business Proposals, Plans, Templates, Samples and Software V18.2
Proposal Pack Medical #1 - Business Proposals, Plans, Templates, Samples and Software V18.2
This design uses a stylized caduceus and red heart-monitor lines to make your ideas stand out.
Proposal Pack Medical #6 - Business Proposals, Plans, Templates, Samples and Software V18.2
Proposal Pack Medical #6 - Business Proposals, Plans, Templates, Samples and Software V18.2
Heart healthy is your goal. Show your prospects you have their health and wellness in mind.
Proposal Pack Healthcare #1 - Business Proposals, Plans, Templates, Samples and Software V18.2
Proposal Pack Healthcare #1 - Business Proposals, Plans, Templates, Samples and Software V18.2
These warm graphics clearly state that you are in the business of delivering compassionate healthcare.
Proposal Pack Healthcare #2 - Business Proposals, Plans, Templates, Samples and Software V18.2
Proposal Pack Healthcare #2 - Business Proposals, Plans, Templates, Samples and Software V18.2
You are in the business of caring for others. This design evokes the familiar and comforting image of a nurses hat and red cross.
Proposal Pack Healthcare Design Theme
Proposal Pack Healthcare Design Theme

Lay out the details

The body of your proposal will discuss all of the important details

Next, you'll flesh out the section describing the client's requirements, needs, and concerns. In this section, you will include the pages that address issues for that particular client, such as Privacy, Cost Management, Insurance, Conditions, Special Needs, and Protocols, just to name a few possibilities. Keep this section focused on the client.

After the client-centered section, it's your chance to describe what you propose to do for the client. Explain your solutions to the needs you described in the previous section. Include all the pages you need to describe your plan and what it will cost. You might need topics like Screening, Diagnosis, Treatment, Intervention, Therapies, Services Provided, Products, Safety Plan, Services Cost Summary, Price List, and so forth. You may need pages that describe your staff's education or experience, pages with titles like Personnel, Certifications, Project Team, Training, Facilities, Safety Plan, Policies, and Security.

The pages in your proposal will vary according to the type of business and project. A records management company may be selling services as well as hardware and software. A medical transcription and billing service would probably include pages with titles like Services Provided, Rates, Transcription, References, Qualifications, and Billing Options. A CPR and first aid training provider may include topics like Staffing, Standards Compliance, Certifications, Training, Staffing, Qualifications, Services Provided, Scheduling, and Rates.

A rehabilitation center would need to describe Coordination with other medical organizations, interactions with Insurance companies, and how care programs would be developed for individual patients. A proposal to create a new clinic will need topics to detail the finances of the clinic as well as leasing or remodeling or construction issues. A biotech proposal may contain topics such as Research and Development, Discoveries, Screening, Diagnostics, Patents, Trademarks, and Growth Areas.

A pharmaceutical manufacturer could write many types of proposals, including some focusing on research and development, manufacturing, automation, logistics, distribution, and case studies, drawing from hundreds of topics in the Proposal Pack.

A company offering medical supplies would describe specific products and address how to train employees in the proper usage of those products. A hospice care service for homebound patients would include End of Life issues, Teamwork with family and other care providers, Privacy and Legal Considerations, Personnel, and Religion. So you can see that the topics in this project/solution-centered section will vary widely according to the specific project you're proposing.

Now for the final section, where you get a chance to brag about your expertise. It's time to wrap up your proposal by persuading your readers that you have credibility and will deliver on the promises you made. In this section, you'll add pages like Company History, Qualifications, Our Clients, Testimonials, Awards, References, and Case Studies. Include all the topics you need to persuade your potential clients that you are worthy of their trust and deserve their business.

Proposal Pack Healthcare Design Theme
Proposal Pack Healthcare Design Theme

A polished presentation

Your final proposal needs to look professional and be free of mistakes

After you have included all the information you need, take some time to make your proposal look good. You want to stand out from your competition, don't you? Consider using fonts and bullet points that match your business style, adding colored borders to your pages with colored borders, and incorporating your organization's logo.

It goes without saying that you should proofread and spell-check every page. We all overlook mistakes in our own work, so it's best to recruit someone who is unfamiliar with the project to do the final proof.

Then, finally, it's time to deliver your proposal to the potential client. Choose the method that's most likely to impress your potential client: you can email the proposal in a PDF file, or send a printed, bound, hand-delivered proposal to make a special impression.

I hope that you now understand that each proposal written for a healthcare/medical business will be unique. The specific pages will vary by project and type of business and, as discussed above, each proposal should be tailored for the party that will read it. But I hope you also understand that all business proposals have a similar structure.

And, as I mentioned earlier, you don't need to start from scratch - you can find templates for all the pages mentioned in this article in my Proposal Kit packages. By starting with Proposal Kit's templates and samples, you will be able to quickly and efficiently create your own winning business proposal. It will definitely give you the inside track.

One of over 500 Proposal Kit testimonials

Thank you!! Everyone at our national headquarters (Kinko's, too) wanted to know "who" did the business proposal layout. I told them! I don't know what I would have done without Proposal Kit. - Kristen Howell, American Red Cross of Florida

Proposal Writing Tools I've Created for Healthcare and Medical Professionals - Getting a leg up with your proposal writing already started

Most healthcare experts don't have the time or experience to start writing a detailed business proposal from scratch. Leveraging tools that provide pre-written material and samples can save days of work and help prevent costly mistakes commonly made by beginners. In the decade of work I've put into building the Proposal Kit system countless healthcare and medical proposals have been created with this package. Here are just a few samples included in each package.

Are you in the healthcare or medical profession? Did my lens provide any helpful information?

Healthcare Expert Feedback

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    • Ian Lauder profile imageAUTHOR

      Ian Lauder 

      6 years ago from Redmond, WA

      @bgirl143: If you are writing private sector proposals (not government RFP responses) the same Proposal Pack product line is used. But instead of using the conservative plain design, many companies use a logo design applied to the proposal pages just to add some visual flair and polish to the proposals.

      The general structure of a proposal is the same (government sector vs private sector) but you generally have more freedom in what you can say and how you can format your proposal for the private sector (i.e. you don't have strict rules to follow such as when submitting a government RFP response).

      But you are essentially doing the same thing - pitching someone on your companies products or services. So you are still going to include pages to introduce yourself, talk about how you will solve the clients needs, talk about your services, talk about your background and qualifications, etc.

      The difference is you may want to use a Proposal Pack that has a design theme. In this case a medical/healthcare logo design applied to your proposal pages. You can pick from many designs (or create your own) using a Proposal Pack such as one of these:

      They include templates for putting together all of the pages of your proposal (such as your cover letter, title page, table of contents, executive summary, training topics, medical/healthcare topics, topics about the financials, topics about your company/qualifications, etc.).

    • Ian Lauder profile imageAUTHOR

      Ian Lauder 

      6 years ago from Redmond, WA

      @bgirl143: The "Proposal Pack for Government Grants" or the "Proposal Pack for Any Business" (which are essentially the same thing and work the same way):

      For government RFP responses to both proposals and grants you want a conservative looking package that also is completely customizable.

      These packages are used for writing any kind of proposals for any situation (government, private sector, training, medical, etc.).

      They include templates for putting together all of the pages of your proposal based on whatever the govt. RFP is asking for using software that helps you assembled a proposal document that outlines all of the topic pages (such as your cover letter, title page, table of contents, executive summary, training topics, medical/healthcare topics, topics about the financials, topics about your company/qualifications, etc.).

    • profile image


      6 years ago

      Which pack is suitable for writing a proposal to Government for training people in first aid, EMT,and paramedics, pls reply as soon as possible thanks

    • profile image


      6 years ago

      I want to write a business proposal on training EMT'S and paramedics, pls I will be glad to hear from you soonest


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