The Marketing Plan of Care for Veterans - Term Paper Example

Executive Summary

Over the decades, thousands of veterans have died while waiting to receive treatment. Poor service delivery by the Department of Veterans Affairs has seen a high number of veterans becoming dissatisfied with government services. In order to close this gap, a profit-oriented organization will be developed. The main role is to come up with a comprehensive doctor registry that will ensure that patients receive high-quality services. A detailed marketing campaign that will combine both the traditional and modern advertising strategies will be developed. Furthermore, operations will be decentralized with the aim of enhancing efficiency. This is to enable the marketing department to develop strategies that are customized according to the interests of the clients.

Introduction

In the past decades, thousands of the veterans have lost their lives as a result of delayed medication. Majority of them have been forced to wait for days and months in order to receive medication. The Veterans Administration is characterized by inefficiencies and lack of urgency. Health is a critical issue that require quick response in order to salvage the lives of the veterans. However, many have given up with the complex systems which make it hard for the Veterans to receive medication on time (United States, (2011). Some of them are forced to move from one state to the other in order for their documents to be certified. This is despite the fact that some of them are aging and cannot be able to make long trips. However, the department has failed to coordinate various activities in order for the veterans to receive high-quality health services. Therefore, there is need to develop a comprehensive system to help this forgotten group in the society. This will be achieved by a profit-oriented Veteran Administration Medical Care which will bring together doctors who are willing to help the veterans in the society.

Environmental Analysis

The United States Department of Veteran Affairs was established in 1930 with a sole mandate of administering the programs and benefits of the Veterans. Over the years, the number of veterans under the department has increased tremendously (Fettes, 2013). Furthermore, the demand for high-quality health services has overwhelmed the ability of the department to handle the interests of the veterans more effectively.

The Marketing Environment

The competitive forces-The level of competition in the sector is not high. Veteran Administration is run by the government. Many private firms have opted not to venture in the provision of the services because of the amount of money required to establish a business that will attract the interest of the veterans towards their services. The department has not been vibrant in advertising itself. The reason is that majority of their members are former employees in the government. Therefore, they know the existence of the services and they are enrolled by the virtue of being an employee of the government. However, with the increasing levels of dissatisfaction with the services that is being provided by the Department of Veteran affairs, new ventures will penetrate the market because there exist a gap which offer insurance companies with an opportunity to segment the market, attract the loyalty of the veterans towards their products, and position themselves strategically in the market. Some of the insurance companies have diversified their operations to different markets across the world. This is meant to minimize the risks and uncertainties that are associated with focusing on few markets. As a result, their entry in this new market will pose a great challenge to this idea. However, in order to segment the market, the business will accumulate huge amounts of money which will be used as a barrier of entry for other interested investors. Furthermore, it will ensure that it provides high-quality products and services in order to maintain the loyalty of the veterans. This will be critical in attracting new clients through referrals.

Economic Forces- With the integration of economies and liberalization of markets, the threat of new entrants in the market is eminent. There are international companies that have diversified their operations to different markets across the world. Therefore, they have a highly qualified workforce which is able to conduct an in-depth market research and deliver high quality services to the customers. This is likely to affect the viability of the idea. The reason is that developing doctors’ registry requires the procurement of modern machines that can be able to withstand the threats emanating from cyber crime. These are costly and rare in the market. Therefore, a lot of resources are required to establish this business. However, multinational companies will find it easy to venture in the market. The reason is that they have the resources and technical capability to operate the new technologies.

In the past 2 decades, the US government has been reviewing its tax policies. Over the years, new companies have been established as a result of new trends in the market. Therefore, the government has been trying to ensure that all firms pay taxes. This is to enable it to offer its people with high-quality services. However, this has affected some of the multinational companies which have opted to outsource some of their operations to tax haven countries. Therefore, high taxation in the US is likely to affect the profitability of the business.

The interest rates in the country keep on varying. Some of the financial institutions are yet to recover fully from the global financial crisis of 2008. Therefore, they are charging high interest rates on their loans especially those given to individuals or businesses that face higher risks. This is likely to affect the establishment of the business in the market. Furthermore, the current fiscal and monetary policies are rigid and not friendly to start-ups. They fail to take into consideration the interests of new businesses. In other countries, start-ups are exempted from taxes in order to enable them establish themselves in the market. Such measures have not been established in the United States. Therefore, in order to actualize the idea, more resources will be required to sustain the operations of the business in the market.

The inflation rates in the country are a major threat to this new idea. Many of the employees are uncertain about the future due to high levels of inflation. Majority of them are opting not to save their money for retirement. This is likely to affect the number of veterans who will join the program in the future. Therefore, the government should address the issue in order to encourage more investors in the country.

Since the global financial crisis, the US economy has been growing at a slow rate when compared to the previous decade. This has also resulted from the increased spending by the government on foreign affairs. For instance, the global peace missions in different parts of the world have been consuming a large segment of the country’s budget. This is affecting the government’s delivery of services. As a result, the prices of commodities continue to rise, thereby, making people to be more reserved in relation to their spending. This will affect the idea immensely because many people are likely to be worried about their current life and not their future. Over the years, the number of veterans seeking our services is likely to reduce drastically because many will not have any savings.

Legal and Regulatory force-The US government has been putting stringent regulatory measures to protect the members of the public. Different legislations have been enacted over the years in order to scrutinize new businesses. Veteran Administration is a sensitive matter that cannot just be left in the hands of any profit-oriented business (Washington, 2003). The reason is that any mishap might result to public outcry especially due to the position held by the veterans in the society. However, the recent drop in the quality of services being offered by the veterans has become a major concern. Unlike the young generation, this group does not have the energy to move from one part of the world to the other in order to seek better medical care. Therefore, the idea of developing a doctors’ registry will be welcomed. However, getting a licence from the government will be a major hurdle. However, the government has been encouraging private-public partnership in order to improve service delivery in different sectors.

United States has a very strict health and safety law. Private firms that offer health-related services are vetted in order to ensure that they meet the required health standards. The vetting process is likely to slow the implementation of the idea. In addition, special interests from insurance companies that are aiming at venturing in the same area. The increased competition is likely to force the government to increase the number of times that a business is scrutinized. Furthermore, a new tax policy is likely to be drafted in order to enable the government to impose taxes on the new ventures. The move will increase the cost of operations. For instance, the business will aim at expanding its operations to all states. However, the expansion program is likely to be slowed by the government measure on taxation. The reason is that the profit margin will be reduced.

Besides the national regulations, different states have varying laws that aims at regulating various businesses within their territories. Furthermore, a different taxation system will strain the business operations, an aspect that might affect service delivery. However, the business aims at minimizing the costs of operations by hiring few highly qualified subordinates to operate modern technologies. Nevertheless, expanding the business to different states will require a permit (Wright, 2009). This will drag the operations of the business. However, the new firm will handle each state on its own. The reason is that veterans face varying challenges depending on their location. This is because in some states, it is easy for the veterans to get access to medical care if there is good organization and coordination of activities.

Political Forces- Unlike other countries that have faced numerous political upheavals, US has had a relative stable environment. This has enabled many businesses to develop and expand to other parts of the world. However, the environment remains uncertain especially with the coming elections. Therefore, there is need to develop a cautionary measures that will ensure that there is continuity even after the elections.

The global political environment has a major impact on the success of the business. Majority of the soldiers are forced to retire early after their participation in war in various parts of the world. Once they come back, they require a streamlined health operations especially taking into consideration that some of them come back while they are seriously injured. Therefore, this idea will play a significant role in enabling them to reach the doctors with ease.

Technological Forces- With the increasing levels of globalization, technology penetration has revolutionalized service delivery in the United States. Many government departments have modernized their operations with the aim of enhancing efficiency. For instance, they have developed websites, use social media, and other mobile-enabled platforms to obtain feedback from the clients. Although the Department of Veteran Affairs is yet to uphold these changes, it will be a matter of time before it incorporates them (Solmes, 2009). However, the department is mandated with provision of services to a large number of customers across the states (Miller, 2012). Therefore, it will take time to develop a system that will handle the interests of all clients irrespective of their geographical location.

Technological changes will affect the costs of operations. The reason is that customer data will have to be protected due to its sensitivity especially due to the fact that it involves doctors. Currently, hackers are using personal information to demand for money from the victims. Therefore, the business will have to keep on updating its database. This is to ensure that the information is safeguarded at all times. On the other hand, technological changes will have a major impact on the operations of the business. This is because the business will have to keep on updating its machines in order to ensure that they are up-to-date. However, technology will act as a barrier of entry for other interested investors.

Social-Cultural Forces- The cultural values and beliefs have a major impact on the consumption behaviour of the American people. There is a changing trend regarding the absorption of a retirement plan among the veterans. Furthermore, the interests of the people are changing from the government to the private sector. The reason is that profit-oriented businesses are well managed and they put a lot of effort to ensure that they do not lose their loyal customers. Furthermore, more people are becoming health conscious (Cozza, Goldenberg, Ursano, & American Psychiatric Association, 2014). As a result, they will be willing to look for better options that will enable them to get access to high-quality health services. On the other hand, the baby boomers are aging and in the next one decade, they will require a reliable health plan and organization. These are people who are conversant with the modern technology. Therefore, they will be looking forwards to automated solutions which are fast and reliable. These aspects will play a critical role in increasing the demand for our services.

Target Market

Unlike government services that mainly incorporates the interests of the employees that were working in the public sector, the service in this firm will take care of the tastes and preferences of both the former employees of the private and government sector. For decades, the employees in the former sector have been left out of various government packages (Kantor, 2008). Many of them have been unable to pay huge amounts that are requested by the private companies. This is despite the fact that they make the largest market segment. Therefore, when they get sick, they exhaust their saving. The reason is that they do not have cheaper options to select from. Although the introduction of Obamacare has given some of the people a lifeline, getting the benefits of the plan will become a major challenge for many once they retire (Bush, 2012). The reason is that some of the beneficiaries are located in remote areas where there are no highly-equipped medical facilities. This idea will bring the doctors closer to the people that need their services the most. Furthermore, it will enable them to select their most preferred health professionals. The move will increase their level of satisfaction. This is through coordinating the activities of the doctors and ensuring that service delivery is brought close to them instead of the sick people moving for long distances in search for high-quality health services.

Current Marketing Objectives and Objectives

The business will keep a detailed database regarding the available doctor and the veterans in need for health services. A schedule will be developed according to the timetable of doctors. The idea is that doctors will have an opportunity to offer health services during their free time, an aspect that will play a significant role in enabling them to make an extra amount (Hickey, Speers, & Prohaska, 1997). Once the patients’ data is collected, the firm will match them with the area of specialization of the doctors. This is to ensure that the doctors that attend to the patients are highly qualified. One of the major differences between the current Veteran Administration and this idea is that doctors will be waiting for the patients rather than vice versa (Abramson & Lawrence, 2001). This will be significant in dealing with the issue of waiting time which has seen many patients die as they wait for the time to see their doctors. On the other hand, the idea will partner with different private hospitals which will enable the doctors to use their facilities at a subsidized fee. The move will enable the doctors to move closer to the patients. This will reduce the distance covered by the patients in search for quality health care services.

Currently, the company will depend on funds from internal and external investors. Furthermore, it will take loans from different financial institutions in order to support its operations. However, the business aims at clearing its debts in a period of 3 years. This will be critical in preventing any fallout with debtors, an aspect that will affect the overall operations of the business.

SWOT Analysis

• The company’s unique approach towards quality health service delivery will result to high levels of loyalty among the clients who have been suppressed by the monopolistic strategy that has been taken by the government.
• The company will have new and highly qualified employees who are conversant with the modern technologies. The young subordinates will play a critical role in coming up with innovative ideas that will spearhead the growth and development of the company in the market.
• The use of integrated technology will also position the business strategically in the market. This will be significant in improving quality and enhancing the level of consistency.

Weaknesses

• Lack of an experienced workforce might affect the operations of the business. Highly experienced subordinates are able to provide the organization with direction.
• The reputation of the Department of Veteran Affair in the market is likely to affect the brand name of the company.
• Lack of skills especially on the modern technology is likely to affect the performance of the business in the market.

Opportunities

• The growing number of dissatisfied veterans offers the business with an opportunity to penetrate the market.
• The emerging markets in Asia and some parts of Africa provides the business with an opportunity to expand to less competitive markets.

Threats

• Insurance companies that have expanded their operations to different markets offers a great threat to the inception of the idea.
• The increasing cyber threat is likely to threaten the database of the business. This will force the firm to keep on investing in the latest technology.

Matching Strengths to Opportunities/Converting Weaknesses and Threats

• The company must employ highly qualified personel who understand the threats being posed by the hackers. This will ensure that the firm is up-to-date in regards to modern technology.
• The company should consider increasing its budget on marketing in order to sensetize the target market on the existence of the business.
• The firm should develop a comprehensive training program for the employees.
• The business should develop a platform to collect feedback from the veterans. This is critical in enabling the top officials to incorporate their views during decision making process.

Marketing Objectives

The major marketing objective will be to develop strong parameters to measure the impact of services being delivered. This is to enable the officials to introduce the necessary changes which will take into consideration the interests of the target market.

The business should also develop an effective communication system that will make it easy for the organization to communicate with the customers at ease. This should be made possible by conducting marketing research, thereby, understanding the most effective strategies of maximizing the clients’ utility.

Marketing Strategies

Target market

Target Market 1-The business will target veterans who have been frustrated by the current process which continue to fail in addressing their interests. These are mainly former military officers who have retired or those who have been forced to retire early due to injuries.

Target Market 2- The retirees who were working in the private sector. These are people who have been left out of the packages. They form the largest market segment.

Marketing Mix

Products- The firm will develop a comprehensive registry that will connect the customers with the doctors. Doctors will develop a detailed schedule depending on the number of the clients on the waiting line. A well trained customer relations team will be put in place in order to address any issue that might arise between the company and its target market.

Price-The pricing strategy will depend with the treatment process and the location of the clients. Those located in far areas will be charged a higher cost to cater for the transport costs. However, the firm will have their well equipped ambulances that will be used to transport the client from one state to the other.

Distribution-The services will be widespread in all states. Every state will have an operation centre which will coordinate all activities in the region. This will be critical in bringing services closer to the people. Furthermore, it will ensure that the varying interests of veterans in different parts of the country are captured when making decisions.

Promotion- The services will be promoted in both the traditional and social media. This is to ensure that all potential clients are reached.

Marketing Implementation

Marketing Organization

In order to cater for all the interests of the veterans, each state will have its unique marketing strategies. A department will be developed to develop a marketing campaign that is unique to the cultural values and beliefs of the local population. The reason is that these elements have a major impact on the consumption behaviour of the customers.

An in-depth marketing research will be conducted with the aim of understanding the varying factors that might affect the competitive advantage of the market. Social media provides an ideal platform for research. The reason is that it will be costly to cover the whole market using the traditional marketing strategies. Furthermore, advertising will be conducted in the audio, visual, and print media.

Performance Evaluation

In order to prevent the business from operating at a loss, the costs of operation should not exceed 50% of the total revenue in the business.

Each subsidiary should meet breakeven point and ensure that 20% of the total savings will be directed towards the savings. This will be important in enabling the business to use the funds to create a barrier of entry for other interested investors.

An annual report should be developed indicating all inflow and outflow. This will determine the overall financial position of the business when closing the year.