MARKET RESEARCH AND SEGMENTATION (SLP)

Marketing plan

Lakewood Manor long term care facility

Lakewood Manor is one of the long term care facility in the Richmond area in the state of Virginia. It specializes in offering nursing facilities to the elderly of the area. The facility can house up to a maximum of 200 residents and the facility is well-taken care off with good lawns. The facility offers assisted living and for that reason offers nursing facilities to its residents; the facility has 96 Medicaid beds. In addition, the facility is a non-profit church-affiliated facility. It is affiliated with the Baptist church.

The facilities geographical location

Richmond is the fourth most populated city in the state of Virginia with a population of almost 230,000 people. More than half the population of Richmond is African American while white Americans are 40% of the total population of the area (Kanagy, Ramos & Prieto, 2017). Asians make up 5% of Richmond’s population while pacific islanders, Native Americans, and mixed race make up 0.1%, 0.3%, and 2.3% of the areas total population. a look at the demographics of the area indicates that close to 22% of Richmond’s population is under 18 years, those between the ages of 25 and 45 are 32% of the area’s total population and those who are above 65 years are 13% of the area’s total population. According to the statistics, approximately 21% of residents of Richmond live below the federal poverty line.

The historical background of the facility

The facility was established for the sole purpose of caring for the elderly in the Richmond area. Looking at the population of the Richmond area it is possible to note that more than 13% of the population is over 65 years. In addition, another 4% of the population is between the age of 55 and 65 years and for that reason can as well be classified as elderly. The organization houses Christian elders specifically those who are affiliated with the Baptist denomination. As much as the organization is non-profit organization its charges are high due to the advanced amenities that the organization offers to the residents.

The amenities offered by the organization have been one of the biggest selling points for the facility. The facility offers assisted living services, memory care services, skinned nursing services, and rehabilitation services. The facility has a 24 hour experienced care team that offers housekeeping, medical management and personalized care to the residents. The Lakewood Manor targets the elderly who are suffering from dementia and the Alzheimer diseases and through their memory care service provides care and love to the elderly.

The facility has a 5-star rating CMS and this is because the center is known for its prioritization on the well-being of the residents of the facility. The facility offers treatment and management services for chronic diseases that come with old age and in addition, the facility has registered nurses, certified nursing assistants and licensed practical nurses to provide seniors with specialized care for any health condition that they may have. The facility assures of personalized care and quality care to all its residents.

As part of the organization’s rehabilitation package, the facility enables senior citizens that have suffered strokes, illness, and injuries to recover. The facility has as well packaged its three meals per day program to resemble restaurant packages. All the above is geared to better the experience of the residents of the long term facility.

Marketing goals and objectives

Lakewood’s mission statement acts as a guide for its marketing goals and objectives. The statement identifies Lakewood senior living community is a place where state-of-the-art innovation meets excellent service, and where the spirit of hospitality, vibrant living, and commitment to exceptional healthcare are the highest priorities. It is the top priority for the facility to offer exceptional healthcare as well as other senior residents preferences in a hospitable manner.

Most long term care facilities in the US are understaffed, have poor amenities and this makes most elderly hate or dislike being put up in such facilities. The Lakewood Manor senior resident home can capitalize on this market by continuing to offer the specialized services that they offer as well as ensuring that their amenities are good enough to attract as many people as possible. In order to ensure that the facility maintains its already existing client base while at the same time attracts a new client base, the organization can offer a discounted price. The discount will keep the existing clients while at the same time attract potential clients (Weinstein, 2016).

In order to ensure that the quality of services offered by the facility is maintained, the organization can have service level agreements which will dictate how the organization’s processes will happen. The marketing strategy of the organization will follow the guidelines of brand marketing. The facility is already known to offer good services for the aged and it is for that reason that brand marketing will come in handy. Brand marketing will allow the facility to leverage on its good brand image and reputable name (Armstrong et al., 2015).

References

Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an introduction.

Kanagy, K., Ramos, V., & Prieto, I. (2017). Planning for the Future: A Basic Needs Assessment of the Mixteco Population Near Richmond, Virginia.

Weinstein, A. (2016). Superior customer value: Strategies for winning and retaining customers. CRC Press.