SLP 4

Marketing Goals and Objectives:

Kingshire Manor Assisted Living mission statement is “To provide a safe, nurturing and caring environment to its residents in a community-style setting that is similar to being in the comfort of their own home”

Living up to the mission statement, it will be behooving the brand, to build strategies, that are based off the strengths. Mission statements are very vital in the determining of a family, to choose if that facility is suitable in providing the care they are seeking for their loved one. One objective and goal for this facility, should be to expand their brand. The average nursing home facility, houses from 190 – 240 residents. Statistically speaking, this facility is already below the average. By expanding their brand, they are capturing all possible residents that could be housed for the similar needs of the existing residents. Another major problem that the industry faces pertains to economic shocks in the market which sometimes might degrade the net worth of individuals in their care as shown in the 2008 financial economic crises whereby the wealth of most of the senior citizens was wiped out and hence most of them could no longer afford these services.

As such, in order to address the above key issues and be able to attract new customers, the facility will have to offer the best rates in the market compared to their competitors. However, the rates offered should still allow the company to be able to make a profit and should not in any way compromise the quality of services offered by the organization (Erol, Amin, Zhou & Zhang, 2016). Hence, the company should endeavor to meet the following goals;

· Improve its rating on service quality, which stands at 3.9/5 based on web scores to more than 4.5 in the next one years.

· The facility should set up a website in order to be able to allow their customers to be aware of their rates and also allow the facility to take into account any customer feedback that might be given over the site on how the facility can improve or expand on its range of services to accommodate a bigger population. Receiving customer feedback is a vital element in the success of any business.

Closing

In closing, Kingshire Manor is a highly respected healthcare facility in the Rockville, MD area. As any other facility, Kingshire has a vast amount of opportunities available, to enhance their services. Among the marketing plan for this facility, expansion should be priority. A lot of revenue is missed, due to the resident capacity being substantially lower than the average of other facilities, specifically the ones in the relative geographical area. Until changes are made to enhance and magnify the potential of this facility, it will remain in its current state of progress.

References

Erol, B., Amin, M., Zhou, Z., & Zhang, J. (2016, May). Range Information for reducing Fall False Alarms in Assisted Living. In 2016 IEEE Radar Conference (RadarConf) (pp. 1-6). IEEE.

Han, K., Trinkoff, A. M., Storr, C. L., Lerner, N., & Yang, B. K. (2017). Variation across US Assisted Living Facilities: Admissions, Resident Care Needs, and Staffing. Journal of Nursing Scholarship, 49(1), 24-32.