SLP 2

CASE 1 MHM 525 

DeMario J. Stackhouse

Trident University International

17 May 2019

Overview

To succeed in today’s competitive business environment, having an effective marketing plan is critical. The plan entails the strategies, policies, and tactics that the organization would employ to achieve its objectives in the market (Verbiest et al., 2016). BestCare Long-Term Care Facility is a small and promising health care organization preparing to establish its operations at Tampa Bay, Florida in the U.S. The facility is new and intends to take over the health care market in the coming years through high-quality, accessible, and high-quality long-term care delivery. However, to achieve this, the facility will need to integrate an effective marketing plan. Therefore, by utilizing various marketing concepts, this essay describes the marketing plan of BestCare Long-Term Care Facility.

Organizational Name

The name of the health care organization is BestCare Long-Term Care Facility. The name originates from the intention of the enterprise to provide the best long-term care services to the elderly population in Tampa Bay and Florida as a whole. It explains the mission of the facility as well as creates a positive perception in the minds of clients that they would receive better care upon visiting the health care facility.

Geographical Location

BestCare Long-Term Care Facility will be located at Tampa Bay, Florida in the United States. Florida State was selected because current statistics indicate that this state is among the ones with a high number of older adults above 65 years old who mostly require long-term care. The state is also among the ones that would be struck by the shortage of nurses in the coming years because of the high number of baby boomers who are in the nursing profession and nearing the retirement age. All of these will increase the demand for health care services. As such, the location is appropriate because the demand is currently high, and similar levels are expected in the future.

Besides, Florida population as of 2019 was about 21.64 million people making it the 8th densely populated in the U.S. The average age in this state is approximately 41.6 % with 48.9% males and 51% females. Florida is also a racially diverse state comprising 75.9 percent Caucasians, 16.1 percent African Americans, 2.6 percent Asians, and 2.5 percent composed of other races. Regarding population, Florida consists of 70% Christians, 25% Atheists, and 6% non-Christians. Lastly, according to the census report in 2017, the median salary for Florida was $52,594. The geographical analysis shows that Florida is an appropriate location for the establishment of the Long-Term Care facility.

Historical Background

The high demand for long-term care services and the increasing shortage of nurses in Florida was the motivation behind the need to establish BestCare Long-Term Care Facility in this state. Following thorough research in the market, the founders found out that the existing long-term care facilities in Tampa Bay and Florida as a whole does not meet the market demand adequately. Therefore, to close this gap, establishing the facility in this area would be appropriate both the growth of the organization and the health of the residents. The shortage of nurses in Florida due to the high number of baby boomers in the nursing field also inspired the establishment of the long-term care facility in this location.

Besides, effective strategies in the marketing plan can significantly impact future success. It allows the enterprise to serve clients better while checking on the competition at the same time, thus gaining a competitive edge (Verbiest et al., 2016). Attaining a competitive advantage usually means having a higher market share and profitability that can guarantee organizational success. As such, BestCare intends to implement all the tactics in the marketing plan more efficiently to enhance its future expansion and growth. BestCare Long-Term Care Facility will operate as a for-profit organization.

Marketing Goals and Objectives

The mission of BestCare Long-Term Care Facility is to provide high-quality, accessible, and affordable long-term care services to clients through the integration of innovation and the latest technology. There are several industry problems that the facility will address, including the underserved population, understaffing, and technology, and innovation. To deal with the underserved population, the facility will provide long-term care in both the hospital and patients’ homes. It also aims to develop other branches in the future that will ensure that the high demand is met adequately (Kanagal, 2015). Besides, to address the understaffing issue, the facility will start a nursing training center in the coming years to ensure an adequate supply of nurses. It will also put in place appropriate motivational mechanisms to prevent current nurses from shifting to other professions. Finally, BestCare will adopt the latest technology such as Big Data techniques and efficient EMR technology to address the correct technological issues (Wang et al., 2018). It will also embrace innovative procedures in all the operations.

Moreover, to retain and attract more clients, the facility will ensure that it provides high-quality, accessible, and affordable long-term care that can position it well in the market. It will also engage in CSR activities which would likely to enhance its image, thus increasing client loyalty as well as attracting new customers. Nevertheless, the quality of service goal is to provide high-quality and differentiated long-term care to consumers. The level of service goal is to offer speedy and accurate services based on client demands. Lastly, the customer satisfaction goal is to provide long-term care service that meets or exceeds client expectations.

References

Kanagal, N. B. (2015). Innovation and product innovation in marketing strategy. Journal of Management and marketing research, 18, 1-25.

Verbiest, S., McClain, E., & Woodward, S. (2016). Advancing preconception health in the United States: strategies for change. Upsala journal of medical sciences, 121(4), 222-226.

Wang, Y., Kung, L., & Byrd, T. A. (2018). Big data analytics: Understanding its capabilities and potential benefits for healthcare organizations. Technological Forecasting and Social Change, 126, 3-13.