Project 1a Word Module 07: Collaborating with Others and Integrating Data

Adventure Works Marketing Plan

Market Analysis Report

2

Executive Summary

Washburn Health Services offers an unusual combination of premier inpatient, outpatient, and home healthcare services. Market research confirms that the company’s base in Montgomery County, Maryland, has a significant continuing need for quality healthcare services. This market analysis report answers the question of whether expanding to other locations in the mid-Atlantic region will prove as successful and profitable. The answer is yes as long as Washburn conducts the expansion by employing competent, well-trained staff and providing them with a proven program and responsive management.

Consumers of the expanded Washburn Home Health Services will be people in need of healthcare services in their homes. Patients are typically referred by physicians, attorneys, insurance companies, and other healthcare facilities. Washburn already has an excellent reputation with referral organizations in Montgomery County and will continue using the same methods of engagement with similar organizations in other locations. Washburn can become the home healthcare service provider of choice on the east coast.

Market Segmentation

As the U.S. population ages, it requires quality healthcare services by a staff of trained home healthcare nurses to support individual decisions to remain home, even at an advanced age. These people are the primary market for Washburn’s expanded services.

The secondary market includes people of all ages who are recovering from a personal injury or disease and require ongoing rehabilitation, including physical and occupational therapy.

The following chart shows the projected growth in the customer base for HHC Medicare patients, HHC private health insurance patients, and in personal injury (PI) patients.

Competitive Analysis

Washburn’s competitive edge is the breadth of its services. We offer visiting nurses; in-home physical therapy; in-home occupational therapy; and coordination of medical, legal, insurance, and social services. Service coordination is one of our most valued offerings. Five agencies in the mid-Atlantic region provide similar services: Abbess Rehabilitation, CommHealth United, Greggs Nursing Center, MedFirst Healthcare, and Shepherd Care. The following table shows the services each agency offers:

The complete list of home healthcare agencies on the East Coast is available on our website at www.washburn.cengage.com. For a list of the top ten agencies in Maryland, Virginia, and Delaware, click here.

This file created specifically for Jessica Trinidad