Good Hope Company - Case Study Example

Marketing an at home rehabilitative services company to senior citizens that have limited mobility, had surgery, or any other medical conditions that make it difficult to travel from their home 1.0 Overview Is there a place that you would like to live if you want daily assistance? In your home. Good Hope aims to provide home based services for all the elderly people with limited mobility, providing medically skilled care in a self sustaining, and respectful way, and also offering highly skilled nursing care for all the residents. The newly developed, Good Hope Company brings decades of experience and innovative ideas, different visions of the potential in the elderly family. 1.2 Strategy / Mission of the organization Good Hope tries to develop a new Elder Care Model that gets based on the idea that the elderly people are also persons with thoughts, ideas, and experiences no matter the situation they are going through. Good Hope promotes the dignity and the self worth of all its residents and strives through all means to provide them with an excellent quality of life, as wanted by the residents. The organization encourages a resident group decision making that would get done through the House Councils, constant access to every area of the homes visited by Good Hope staff. Good Hope is not just a care giving company; it is their community, and their home. The organization values the skills, times and opinions of its staff. Good Hope gets committed to giving fair and living salaries, exemplary structured work schedules and clearly defined duties and responsibilities for every team member. The staff always gets encouraged to do the work they got trained for, and provide suggestions for improving all aspects of Good Hope care giving. The organization provides employment opportunities that not only gives sustenance to the families of the workers, but gives them an opportunity to make a difference in their society, through providing care to the community’s most vulnerable members. 1.3 Purpose of the marketing plan The aim of this marketing plan is providing the structure in which the organization will base the marketing. To come up with a strong company that will provide the elderly with a conducive home service in their home. It is a reference point as a foundation to implement the organizations marketing strategy. The marketing plan will be essential to the financers of the organization who might want to see it. 1.4 Background The people involved will be the marketing officer, the director of the company and two assistants. The marketing officer will come up with the information needed to penetrate the market, and ways of appealing to the residents. The two assistants will give the marketing officer all the help he requires. The director of the company will ensure that whatever the marketing officer and the assistants come up with what the community expects. 1.5 Assumptions The percentage population of the elderly over the age of 70 is growing rapidly. With this rise in number, there is also the rise of the elderly suffering from the illness that limits their mobility. Also, the increasing career opportunities for the ladies and the increasing cost of healthcare have played a vital role in the shortage of nurses. These threaten the quality of the professionally provided health care for the elderly suffering from diseases or surgeries that limit mobility. 1.6 SWOT analysis: 1.6.1 Strengths 1. The company will have an individual risk assessment for every individual they visit so as to ensure that staff know, understand and protect them from their own problems as well as from the risks of other residents. 2. The company will not socially isolate the elderly so as not to deprive them emotionally and physically. 3. High quality patient care to the sick. 4. My company gets totally immersed in Enterprise Application Integration (E A I) and IT, from the computerized clinical record system (CPRS), to barcodes for medications and supplies to integrated professional workstations (P W S). 5. My institution will provide medical and health insurance to the staff members in order to attract workers in the company. 1.6.2 Weaknesses 1. Lack of real-time access to current, comprehensive patient medical information, which is easily retrievable for patients can be a hindrance to the success of the organization. 2. The high costs required in running the company. 3. The high transport costs to move from one region to another. 1.6.3 Opportunities 1. The use of new technology in assessing patients and staff records. 2. Lack of better facilities in the nursing institutions and other recovery centers. 1.6.4 Threats 1. Introduction of other home care centers and the company that offer home services in the same region. 2. Upgrading of the nursing institutions to offer better services and programs to the patients. 3. New regulations targeting the development of new rehabilitation, home based centers and recovery centers. 1.7 Market Analysis 1.7.1 Target Market 1.7.2 External Customers External customers will be the residents living outside the location of the centre. These are people in the neighboring localities. It is through surveys conducted that we were able to identify the patients in other regions. These customers are beneficial to the organization as they help in advertising the center to other people. I plan on holding a seminar with the residents of this out of state regions to learn more about their needs, what they would love to get in terms of services from the company to enable them enjoy our services. 1.7.3 Internal Customers The locals will form part of my internal customers. They are the most influential people to the organization as their presence will determine the success or failure of the company. The patients will receive training on what will be happening when we visit them, services and who will be providing them. 1.8 Environmental analysis The current economic situations do not favor the development of new organizations. Nevertheless, the political conditions are not volatile, and it is easier to run a home care center. The government has, however. Set strict rules for the development of home care centers. The government checks the centers regularly to ensure that they are at par with the set standards. 1.9 Need/Demand for the service The center carried its own research, and discovered that there exists a few mobile home care centers that take care of the elderly, yet the number of the elderly people in the regions is high. A number of these residents seek attention which they cannot get from the population that is busy working, hence the need to develop the mobile center. 1.10 Strategy Formulation Good Hope center strategy is market development. There exists a number of home based care centers, but not all provide home based care for the elderly who suffer from diseases, or surgeries that have limited their mobility. This is an essential strategy since the center will be entering a common market but with a different product. 1.10.1 Product The products we offer is a mobile home care for the elderly suffering from diseases or surgeries that have limited their mobility. Since there exist a number of homes care centers that take care of the old in the region, we decided to develop a unique product that will differentiate the center from the existing ones. There is no center that specifically visits the homes of the elderly whose mobility has become limited because of a number of reasons. The center will provide individual attention to these residents, and they would become put under constant check. 1.10.2 Price The pricing would get based on the skimming method. This is the low market penetration, but high pricing strategy for the provided premium products. The center will be providing attention to the residents and round the clock service. This will account for the high costs of the benefits the residents will be enjoying. 1.10.3 Promotion Good Hope is fortunate to have a highly skilled public relations officer in the group. Mark Rodney is acting as the marketing officer. He will be working 15 hours per week in offices for the first year of the plan, helping in the designing of brochures and advertisements, and to plan events like the occasional open house to let the public view the results of our efforts. The center will also put ads in the local dailies to attract more customers. A number of residents who will be receiving care for at least 6 months will get discounts on the costs to almost half the price. 1.10.4 Place The organization would become situated in the outskirts of the city. Nevertheless, due to the nature of the company, a number of stations will be put up in the city. 1.11 Implementation plan The greatest items in the center’s start up are a computerized medical records system. The system will allow the staff and the residents keep track of the chronic conditions, serious changes in the condition which could be overlooked in the daily interactions. Current assets will include $5000 of startup inventory that is, bedding for the staff and the disposable medical supplies. The staff will be living in the Main center so as to be on standby in case of emergencies and they have to rush to the location. Long term assets such as the location and transport will cost $350,000. $35,000 got allocated for furnishing the staff rooms. The designed budget enables us provide functional, attractive, and a comfortable service for residents getting served by the company. 1.11.1 Funding The funding for the start up costs comes from a low loan interest for $200000, and also donations worth $100,000. The company aims to raise $90000 for it to begin its operations. 1.11.2 Evaluation of the plan Good Hope Center will work hand in hand with DiginfoMedTel to ensure that each technology meets the standards set by the Health Insurance Portability and Accountability act before implementation. We will also hold a number of training for the staff to ensure that they are knowledgeable in handling the technology implemented. The company will use the balance score card approach to monitor the overall performance and ensure that the daily work gets focused on achieving the laid objectives. 1.12 Limitations of your plan The plan lacks any graphically presentation of data, but, I have addressed all the issues needed to be understood about the plan. Works Cited Bangs, David H. The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Products, or Service. Chicago: Upstart Pub Co, 2002. Ehow. "What Services Does Home Health Care Provide?" Ehow health (2010): 10. Hayes, Linda Lee and Denise. "Creating a Marketing Plan." n.d. http://www.marketingpower.com. 8 July 2012. Torres, Robert. The Caregivers Handbook. San Diego: The Caregiver Education and Support Services , 2000. Read More