Strayer University MKT 500, Assignment 2

The introduction of the company’s and the mission statement were suitable as well as the direction where the company will be heading in the future. The description of the services were also adequate but I need to provide a more thorough approach on how I intend to implement them relative to marketing. Some of the focus areas that I received guidance to make changes on are, the rationale for some of the choices and a more thorough explanation of the competition and my plans to stay ahead and be profitable. Another recommendation was to perfect the SWOT analysis with realistic rationales to each of the elements along with a sound foundation (Keller, Dekimpe, & Geyskens, 2016). The suggested feedback is presented in the body of the paper to improve the marketing plan for HCC.

Branding

HCC strategic branding plan will include the health and recuperation or improvement to prior health states of our clients. The mission statement focuses on health and functionality improvement in getting the client to a better state of health before the insult. With our dedicated team our clients’ benefits from advanced research and implementation of new modalities that are proven to work supported by evidence based practice. Branding strategies is the plan of action utilized by companies to set them apart from the competition. It is a long-term design that companies use in order for clients to recognize their product with the anticipation of the services and the products that they offer (Hussain, 2019). For instance, companies such as Chick Fill A, Coca Cola, Popeye’s have brands and logo that consumers can expect the same products all the time, from the staff uniform, customer service, menu, and taste of products. This fulfils the three components of branding emotional effect, consistency, and purpose (Business Insider, 2018). HCC is providing a pathway for clients to have the ability to function after health setbacks. The care team at HCC is confident in their delivery and implementation of care and that it is adequate to each client need. Clients are downgraded to lesser services or released when the 16-point plan of care is surpassed. A one-day follow up call from the staff occurs within 24 hours of release followed up by a three-day phone call and physical scheduled assessment. The clients are instructed to can call the office at any time for questions and can return for follow-up or acute response without appointment.

Logo, Slogan, and Brand Extension

“Leading the Way in Compassionate Care”

HHC logo is simple and the slogan speaks directly to what the company stands for based on the mission statement.

The company’s extension of the brand name should create instant trust to the consumers. The brand name is seen as the extension of the performance of the company and gives consumers the confidence they need to continue supporting the business. Brand extension brings familiarity to products offered by the same company and is a tool used in marketing as a memory component to products and services. Companies often times use branding in the promotion of a new product. Pepsi for instance, can easily market a diet version of the original Pepsi and get instant market support instead of starting an entirely new campaign for the addition of diet choice since the beverage already exist. Anyone that visits Heartland Comfort Care is able to see other products and services that are offered using the same brand. Consumers will expect the same level of excellence as with the parent company and main line products and services (Keller, Dekimpe, & Geyskens, 2016). HCC brand extension is a facility that provide activities to active seniors to improve cognitive functions.

Primary and Secondary Targets

Advertisement can be consider as one of the first line strategy used in marketing to solicit new customers. HCC primary targets are clients that have first time disease or injury insults that are leaving primary treatment facilities and need follow on care before going home. The business will use technology as part of their primary marketing tool (Hussain, 2019). Technology will have to demonstrate to these care facilities that they are making the right choice in referring patients to them. Numerous other facilities within a thirty miles radius offer similar services. Other primary targets will be solicited by media advertisements and flyers. HCC will schedule advertisement for the first three months during prime time shows and evening news on local broadcast networks. Taking out a full-page ad in the yellow pages under the healthcare caption is another method that HCC have implemented as part of the marketing strategy. HCC has sent out mass mail delivery of flyers, advertising their services and an open house for the brand extension. The open house event will attract first time clients that will see the services that are offered. They will also have the opportunity to meet the staff and tour the facility and participate is treatment demonstrations. The business website includes surveys and an interactive channel for clients wanting to gain more information about the business. One of HCC greatest asset is the tele providers that are available 24 hours per day. Based on clients reviews generated five stars at one hundred percent success rate. Another marketing strategy that HCC used is the feedbacks generated from clients review. These reviews are looked at meticulously and concerns are addressed expeditiously. Secondary markets will generate clients from medical or client referrals.

HCC demographics are inclusive age groups 55-99 years old with an exception to ten years below and five years over the end on an individual assessment basis. The business is located within a 20 miles radius of several senior communities with active retirees and assisted living facilities, and three rehabilitation facilities. Our primary market is retirees over the age of 65 with a median income of $85,000 per year with additional subsidiary ranging from $10,000 to $30,000 per year (factfinder.gov, 2019). Most of the assisted living facilities in the area are occupied to capacity and the housing rental and owner rate is over 75%. HCC is located in Tampa, Florida with a population of almost 400,000 and is the 53rd largest city in the United States and the third largest in Florida. Of that total number, the median age about 36 years old with a median income of $79,863. The population of white is about 66%, blacks 24.29%, Asian 4.23%, multiple races 3.44%, other race stands at 2.54%, Native American 0.29% and .04% accounts for pacific and native Hawaiian. The age dependency rate for Tampa is 51.2 years of age and over 44,000 of the population fits in that category. Tampa’s homeownership rate is close to 50% with a married rate of over 70%. Population with graduate degree amounts to 14%, Bachelors, 22.10%, and some college at 17%. The projected annual growth rate for Tampa as of 2018 is 1.64% with the overall poverty rate of over 20 % (world population review, 2019). HCC caters to veterans which accounts for 26% of Tampa’s population.

HCC markets comprised of professional retirees with bachelor’s degree and above. Most of our clients either are home owner in a 30 mile radius or clients from rehabilitation facilities or assisted living accommodation. About 7% of our clients own home in different states but utilize our services due to our excellent business reputation.

Updated SWOT Analysis

Position Statement

“HCC is committed in providing outstanding holistic care. Our care team focuses on the mind and body for compete healing. HHC unique care team is driven by research and provide care that surpass its competitors. The business guarantees that all clients from the time of admission will have an individualized treatment and progress plan. Unlike the competitors, HCC accepts all types of insurance, cash payments, and have its own credit issuance if needed. Some of our competitors are Aventura Rehabilitation Center, Century Comfort Center, and Tampa Recovery Care Center. These companies have been in business before HCC but does not have the technological advancement in healthcare that is standard to HCC. The perceptual map below will demonstrate HCC clients’ views of their products and services.

Perceptual Map:

Aventura Rehabilitation Center

The perceptual map is a representation of the rehabilitation facilities that are within 30 miles of us. The high-low quality and the high-low price is used to compare centers. All three centers have higher prices per day for admittance and does not accept all insurances. Tampa Recovery Care Center and Fair Oaks Group both have therapist that are scheduled through agencies. This can sometimes cause breakdown in pattern of care and lack of consistency. Aventura Rehabilitation Center have age restrictions and only admits patients that are over 65 years old. Century Comfort Care does not used research based medicine and have no new technological savvy equipment. Our care facility accepts all insurance, is reasonable priced, on-site fulltime staff and have the most up to date medical devices.

Behavior of Consumers to Target Market

The average cost per day to stay at the competitors’ facilities ranges from $1900.00 to $2800.00. Our facility cost 30% less and offer more up to date services. We offer a reduced price to direct referrals and spousal or relatives admit. Base on the research that generates the perceptual map, consumers are more likely to choose facilities that are rated four stars and above. The facilities that were compared to HCC had 3.5 stars and below. Family members and friend that visit our facility plays and important role in the review and referral process. Consumers are more likely to use services that are recommended by a friend or family. HCC have 24hr visiting and family members can call at any time to check on the progress of their loved ones. The business strictly adheres to patients’ right to privacy in their delivery of health information.

Conclusion

Heartland Comfort Care is dedicated to providing quality care and services to all clients that are admitted to their facility. They are committed to continued research to stay ahead of the competition and meet the changing demands of healthcare platform. According to Deakin, (2016) business owners need to get to know their customers and competitors in order to adjust strategies to stay ahead. Employers need to keep finding new ways to target new customers and staying in the present with what the media and newspaper is saying about the business. They should also scrutinize the website of the competition to see how they are presenting themselves and what customers think of them. It is crucial for business owner to have a handle on the strategic process to maintain the success of the business.

Reference