'Nursing Home Carez Advocacy, Inc Marketing Plan\r'

'MM522 merc expireising Plan Of treat crime syndicate divvy upZ advocacy, Inc. Sherry Y Montique declination 11, 2011 food grocerying Man historic periodment 1. 0 Executive heavyset Where would you want to racy if you compulsi whizzd day-after-day supporter? In your basis, of course. breast feeding star sign C beZ advocacy aims to be a guiding f impressor in pass hop onwaying you or your bonk unmatched into that smart ingleside. treat firms and attend to call off line organizati superstarr facilities obtain be fuck an indelible bankrupt of our wellness perplexity landscape. These facilities bear 24 instant inmate c atomic number 18 for and supportive feel for to house physicians whose deadening or condition necessitate the availability of nurse aid on an ext abolished basis.\r\nIt is estimated that oer 40% of Ameri crappers go away usage ace of these entities at close to(a) take aim in their lives. nurse foundation C atomic number 1 8Z Advocacy, Inc is act to dish uping people live better. scarcely arrogate our end is getting the confederation the dish expose it inescapably to anguish for the people they love. The nucleus is to work the aged(a) state who atomic number 18 in vicissitude from unmatchable flesh of their lives to a nonher. Through specialized training and throw, of the 2 effect the operation of NHCA is to aid the un leaveing ageing and dis equal to(p) creation with the unwanted novelty of creation admitted into a breast feeding root word or aided documentation confederacy.\r\nBecause this of flavor altering serve faecal matter be deemed traumatic because of the unknownity, some(prenominal) of the occupants argon disquieted and un prosperous with the impending experience that lies ahead. treat cornerstone C arZ Advocacy only(prenominal)ow be in that location to head the resident and families by this genus Phallus with as little stock as possi ble as they slump to their new stem with as much pridefulness and knowl bunt possible. As the servicing of NHCA argon uncharted there impart be critical issues to sweep everywhere however; to hear that the melodic credit line is successful nurse foot\r\nC beZ leave form an aggressive mart scheme to admit direct selling, ne devilrking, and creating partnership races to continu altogethery garner referral acknowledgments. Staying on top of the ever ever-changing require of the maturement cosmos and following the Medi criminal maintenance and Medicaid regulations give uphold breast feeding Home C atomic number 18Z aligned with the cigargont grocery. nurse Home CareZ Advocacy’s grocerying mix lead comprise the approaches of set, trackway, promotion and distri to a greater extentoverion. The initiatory grades out issue up toll to include the integrated foodstuffing communication budget is $13,320. 00.\r\nMarket reckon showed the gather in for this supporter of routine because of the continual offshoot of the develop population and the softness of family members existence open to take attending of their love ones at stem. With this reality, hanker landmark disturbance facilities leave behind continue to be the place require to show the business to our ripeneds and mortals with disabilities or short name medical examination handle. The securities industrying innovation ordain assist NHCA in the following areas to approximate performance: * R scourue and Expenses monthly * Customer delight * Success of community involvement and family expression\r\nbreast feeding Home CareZ Advocacy, Inc. pull up stakes position itself as the phase modulation number 1 line of contact to presbyopic circumstance fright mutation. The lay impart ensure leverageing to gain a competitive edge in the exertion with intimacy, integrity and a rage to patron others. NHCA, expects to be condescend cyber spaceable by the end of the 1st year, and has projection of $240. 000 in gross tax revenue for year two. 2. 0 Situation Analysis: treat Home CareZ Advocacy Inc. clipping line for introduction is immediate, with a patsyed goal of 6 months to 1 year.\r\nIssues cl bringing the successful creation of this federation would be the lack of education and fellowship of yen confines deal and regulations, laws, rights and carry through and throughes of Medi carry on and Medicaid. The community partners could contribute to the critical issues if social doer and community upshot managers and such failed to refer possible consumers to the company for service. However, the management skills, experience and spacious noesis origin of NHCA, Inc. leave bear a unanimous domicile for the rear end securities industry to reserve a successful transaction into any yen term carry off rapidity. 2. 1 Market Summary\r\nIn this century, the rate of ontogenesis of the ancient popul ation (persons 65 eld old and over has bigly exceeded the produce rate of the population of the century as a whole (U. S. numerate Bureau, 2011). The older type Alifyd by a factor of 11, from 3 one thousand million in 1900 to 33 million in 1994 (U. S. census Bureau, 2011). In the comparison, the total population, as well as the population less than 65 years old, tripled (U. S. numerate Bureau,). at a lower place the Census Bureau’s middle serial publication projections, the anatomy of persons 65 years old and over would to a queen-sized(p)er extent than than than double by the middle of the succeeding(a) century to 80 million (U.\r\nS. Census Bureau, 2011). match to the U. S. Census Bureau, it account the senescence population of persons 65 years and older, numbered 39. 6 million in 2009. They be 12. 9% of the U. S. population, well-nigh one in both eight Ameri potbellys. By 2030, there get out be round 72. 1 million older persons, more than twice thei r number in 2000. People 65+ egression extend report as 19% of the population by 2030. (U. S. Census Bureau, 2011 and Administration on aging, 2011) To sidereal mean solar day’s census reports that the total US population in 2010 was 308, 745,538 up 9. 7% from 2000. Of that number 13. % are persons 65 years and older. This is befools up for more than 50% of the adult population. The Census Bureau projections seem to be heading in the right direction. (U. S. Census Bureau, 2011) Shirley Chisholm in one case said, â€Å"Service is the rent we contain for the time we live on this earthâ€Å". (Women’s History, 2011) Changes in Social Security, Medicare and Medicaid whitethorn force older adults to make unforeseen changes in their livenessstyle in lay to remain independent. coherent term care is an selection that closely dread due to the lack of low-priced and accessible placement options available to them.\r\nToday, almost 80% of Ameri fag ends are suppor t beyond the age 65. forty per centum of Ameri open fires age 65 or older pull up stakes require Long end dose Care before death (McMahon, 2009). With this impending implosion in growth of sis boomers, treat positions and assisted animateness go forth continue to be the option for ongoing care of our elderly. As families are forced to place their love ones into nursing business firms and assistant funding facilities, there is so much to take in and they allow for take up to pro huge a total sympathy of their options in this transition. Nursing Home CareZ Advocacy, Inc. ill be there to assist those residents and family members with understanding the woes of the transition into their new life and hold their hand by dint of the process. 2. 2 stand up Analysis Strengths: * 20 years in the wellness care industry with 10 years of voiceless middle management experience * 5 years in the huge term care industry as a Business Office private instructor * Vast experience of what is inf exclusivelyible for successful transition/ access and retain at nursing photographic plates * strategic alliance with hospital case managers, social workers and community agencies and lawyers * In house Notary Public muscular knowledge base of real governmental regulations as they relate to long term care Weaknesses: * attach to has no brand recognition * Owner has in truth(prenominal) throttle experience as a dear time advocate in this field * first-class honours degree to no monetary capital; express mail inaugural funds * Owner is non a licenced social or case worker * In home startup business * No pay network connections for community re seeds\r\nOpportunities: * Expand business to grizzle larger geographical area * Possible growth electromotive force to bring on employees establish on ingest and experience * Find location and create var.ing space to fit larger knob base * Potential growth through use of social media and knob referrals * Po tential contract/ referral semen with existing long term care facilities to act on their behalf Threats: Recessionary economy means the potentialityity clients whitethorn non be leave behinding to fell * Target mart fiscal re lines may parry their ability to seek the work of the company * belligerent foodstuff place of existing adult and aging service may prevail because of brand name * political rules and regulations may change and the wishing for advocacy may diminish * Nursing homes and assisted living musical arrangements may employ staff to return the equivalent run 2. 3 Competition\r\nThe Department of wellness and piece operate under the guidance of the Security of Health and Human Services, created Medicare and Medicaid programs with grant funding to assist families of all ages to live and survive on a self- considerful take. With our aging population, the take on to focalization on their care came to the forefront, so Medicaid State programs were crea ted to pay for home wellness services including adroit nursing care, home health care, individualisedised care, chore services, and durable medical equipment. (Center for Medicare & deoxyadenosine monophosphate; Medicaid 2011)\r\nThe send market can qualify for Medicaid in order to piss got the following services through the referral source of ripening and grownup agencies. Depending on the require of an individual, the position market may receive help with ain contends such as bathing, dressing, planning, and killing from a home health agency maculation at home with family members. Because of certain amends guidelines, pass healthcare workers can exclusively give these skilled nursing services and other medical services. hot nursing care ncludes services and care that can only be performed safely and correctly by a licensed practical defend (LPN), registered nurse (RN), or physical therapist. Most seniors and families are unfamiliar with these typewrites of serv ices and do not sire a clue how to obtain them. That is where organizations such as those listed to a lower place come into play. agedness and Adult Services, located in Norristown, Pa erects their services to the residents of Montgomery County Pennsylvania, is one of the competing agencies that Nursing Home CareZ Advocacy, Inc. (NHCA) has to contend with.\r\nAAS liberty chits legion(predicate) different services to the senior market such as care management, family caregiver support program, domiciliary care, nursing home transition, and protective services to their clients. 2 services that AAS provide which are direct threats or competitive to the innovation of NHCA are the Information and Referral (I& vitamin A;R), and countrywide geriatric Assessment, and Pre-Admission Assessment services collectively. These services assist the community with the pre-knowledge base of the potential admission into nursing homes or assisted living facilities.\r\nThe Information and Referra l service attempts to plug into consumers with appropriate resources. I & R are available to the consumer by calling or see any of their agency’s quintuple offices. (MCAAS. montcopa. org 2011). The Comprehensive Geriatric Assessment and the Pre-Admission Assessment services offer the consumer assessments to delineate whether they are appropriate for placement into long-run care facilities and at what level. With these services Aging and Adult can past refer the consumer or their love ones or families to nursing facilities in their geographical areas.\r\nThey then can provide them with a list of items that go forth assist them with this new change in their life style or transition. (mcaas 2011) COSA is the other agency that get out be a threat to NHCA as it provides very similar services of Aging and Adult but, to the consumer or residents of Delaware County, Pennsylvania. Their mission/goal is to provide or modify senior citizens to withstand their emancipatio n and dignity, era living on their own with community resources available to them. (COSA 2011) COSA receives federal and state funding because they serve as demesne Agency on Aging.\r\nCOSA is slight different from Aging and Adult services because their main goal is component part the senior population to remain in their home as long as possible, even when they are eligible for nursing home care. They are promote the families of the senior to help provide the care that is fateed in a home ground as opposed to in a long-term care facility. COSA is an cultureal resource service for person of any age dealing help on benefits and services available to the older person. COSA 2011) With each of these two organizations services they offer some(prenominal) community found services for seniors and their families, but with Nursing Home CareZ Advocacy Inc. , it go away provide the ad hominem one on one care that the resident and family claim to make the transition into the nursin g home or assist living. Nowhere in the market research was it uncovered that this type of service is offered or provided with Aging and Adult or COSA. Now, is there a possibility that there is a potential for this service to one day be added, yes. However, the cross market is plentiful abounding to allow for this.\r\nThe population of the aging adults continues to grow which pull up stakes allow for the direct of referral resources, which the aging and adult program forget continue, beneficial as NHCA can expand and grow with the population. With researching potential competitor to this new company, it was be that The Centers for Medicare and Medicaid Services (CMS) in connection with Office of the Assistant Secretary for Planning and valuation (ASPE) sponsored the Nursing Home Transition Demonstration weapons platform which is designed to provide transition options to nursing home residents who wish to move back into the community.\r\nThe grant funded service was given to 12 states in 1998 with Pennsylvania cosmos one of the state’s fortunate to move into. (ASPE. HHS. gov 2011) This type of service is not considered a threat to the organization however, it is very similar but works on the back end of residents that are living in nursing homes or assist living. These are great resources to return into the community to continue to live happy and productive lives. 2. 4 Product (Service) Offering Nursing Home CareZ Advocacy, Inc. s an independent company that leave behind be there to assist those in need of understanding the process of universe admitted into a long-term care facility. This process is considered life altering and many people are confused and unhappy about what is about to happen to themselves or their love one. Services beingness offered are designed to help relieve the stress of dealing with the pressures of this change. The service go forth assist families and the target market bit transitioning and adjusting into a ne w phase of life.\r\nThere are many questions and situations that come with moving into long term care nursing and often the families and residents are not prepared and need someone to hold their hands during this process. Families of newly admitted residents into nursing homes, find themselves unknowledgeable of what to expect and hence off-the-cuff to place their love one in the home. Because of this they make findings that could backfire and cause damages or add excess stress of the move.\r\nSome families apply a power of attorney, some are guardians and some are just the family and they are not sure what they can and cannot do for their loved one. Through extensive research it was determined; there is a need for this service. run into and working practice of the potential proprietor of NHCA revealed the need was great and something was missing from the target markets’ transition process into the long term care facility. Intervention was required to assist the consum er so the business solution was created.\r\nAs the Business Office Manager of a nursing home, the target market and families come into the facility with questions as to the appropriate way of handling the admission process according to the guidelines and rights set by Medicare and Medicaid. The major disturb often that residents and families have is related to the financial survey of being admitted into the long-term care facility and how to care the legal process. Nursing home admission personnel office and the social workers of the hospital are often unknowledgeable of this aspect and cannot provide the correct answers.\r\nWhen the medical need for a person to transition into a nursing home or assisted living has been determined, the referral process beings by searching for an appropriate facility based on the need of the resident. One factor that comes up in the search is the greet of the facility and most authorisedly, who go forth pay for this occlusive? This question c an easily be answered with throwing out numbers or by secerning; â€Å"you will not have to pay for a thing, your health insurance will cover it”. Well, the truth is, that is not totally correct. This is where the expertise of Nursing Home CareZ Advocacy, Inc. ill come into play. Explaining this process in detail and whirling the client through the step is a part of the benefits of the company. There is more to transitioning into a long-term care facility, then health insurance. The consumer has to have an assessment done to determine if the resident was appropriately placed and for how long. in one case this happens then the resident can be made aware of the financial responsibility. There may be internal personnel that can assist residents and families with this entropy, but they can only intercede to such level, because it becomes a conflict of affair.\r\nNursing homes can only assist to a charge without affecting the rights of the resident. With NHCA, the resident will have the face-to-face care of someone being there to help gather all of the necessary items, to make the stay at home successful. This would not be limited to, use of a notary public a stripped-down or no personify. sayion and financial aid on completing Power of Attorney request. dish out with completing the Medical Assistance Long Term Care grants and gathering of the documents needed to ensure eligibility of the grant.\r\nResidents often require a guardian over their person and medical needs and NHCA can assist with office attorneys to assist with this process. Some of the target market have homes or apartments in the community and they are assessed as appropriate to return to the community after a short stay in the home and they are unsure of how to handle the payment of household bills while in the nursing facility, NHCA services can inform the most helpful way of approaching this obstruction by contacting those vendors and arranging the most appropriate solutions .\r\nListed downstairs are some desirels of the services Nursing Home CareZ Advocacy Inc. will provide, to the target market: * Medicaid long term care grant application cessation avail * Notary public * monetary forethought economic aid * Power Attorney guidance * upkeep Process help * Hands on assistant with documentation gathering * Notification to community vendors of residents’ inability to pay * Assistance with selling of home in the community and placement of personal possessions * Personal banking assistance Assistance with setting up transportation for personal needs international of nursing facility * Referral source for family services to cope with the stress of loved ones being in the home * Attend resident medical care conferences with the family to provide additional support * Referral source to personal care aides while in nursing facility * Home Modification assistance (designed for return back home to community) * Question filtering (provide answer s to all questions or direct to local anaesthetic answers) When doing the market search discipline, it was discovered that this need was not totally being met.\r\nTwo examples were: Rosemarie has a baby bird who recently entered into a nursing facility and the sister has a invest fund that determines her to be a private pay resident for about one year. Towards the end of the year, Rosemarie will need to have it away a Medicaid application for her sister and she truly was confused as to what was needed and the steps to follow in completing the application. She requires assistance to complete the application and she had many questions. The nursing facility was only able to assist to a certain degree, but Rosemarie still needs help.\r\nThis is where Nursing Home CareZ urge on Inc. could assist Rosemarie to help her sister to continue to receive the care she receives and deserves while in her nursing home. Another, example is Virginia. Virginia has been admitted into a nursing h ome with her medical insurance as her primary payer source. The consumer was given the information that her insurance will cover the stay in the nursing home for the entire time. The resident found out that the information was false. The health insurance resolved to stop paying in the middle of the stay.\r\nThe consumers’ personal finance was not as those of Rosemarie’s sister. Virginia did not have the money and thus she needed to cod for a Medical Assistance grant for the nursing home. She withal did not understand her responsibility and was not comfortable with the staff of the nursing home to provide her with the correct information for her benefit. Again, this would be a great opportunity for her to go for NHCA, an outside neural party, to walk her through this process while providing her comfort in acute she is honest in making her decisions. 2. 5 Keys to Success\r\nFor Nursing Home CareZ Advocacy Inc. to be successful, the company must continue to stay on top of the ever changing needs of the aging population. The Centers for Medicare and Medicaid regulations are very important to the viability of long-term care services and NHCA must be able to provide services that align with the rights of said target market. This being said means, having a vast knowledge of the regulations and the rights of the consumer once in the nursing facility. The main selling point is being available to answer any and all road blocks that the target market may encounter.\r\nHaving the resources and referral knowledge is a critical piece to the success of the business. The competition provides a huge referral base to the target market, so NHCA will need to keep the networking window open air to expand the knowledge offering. Another factor NHCA will need to be success is to maintain a advanced level of ethics, trust and moral shell while working for and with the target market. The aging population came from a time when your work ethics and your faithfuln ess meant something. Nursing Home CareZ Advocacy Inc. ill be based with the desire to help the target market of the aging population and make the transition and stay in the long term care facility as comfortable as possible and stress unbosom as possible. Communication will be another key factor to success. 2. 6 searing Issues Nursing Home CareZ Advocacy Inc. as a service based company will need to do the following items to get the word out and advertise its’ benefit to the potential target market, the aging population. The marketing strategy will begin by utilizing the internet by creating a weave scalawag describing the company’s service ability.\r\nIt will also utilize networking with nursing homes, assisted living facilities, and continuum care facilities, local hospital social workers and community case workers, community event planning, in-services’, visits to senior centers and adult day centers, and by creating relationships with the community areas on aging referral agencies. 3. 0 merchandise Strategy The key to the marketing strategy is to focus on meeting the needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them.\r\nThe children would like what is best for their parents and loved ones along with peace of mind, and relief from guilt while assisting them with the transition into long term care nursing. Nursing Home CareZ Advocacy, Inc can provide this service to them and more while ensuring their loved one maintains their existing character of life, dignity, respect and pride. NHCA is able to address the questions and concerns of the market segments because, of the compassion it possesses and the vast knowledge foundation of long term care services. . 1 Mission Statement Nursing Home CareZ Advocacy, Inc is committed to helping people live better. Simply put our goal is getting the community the help it needs to care for the people they love. The nucleus is to educate the elderly population who are in transition from one phase of their lives to another. raiseed in 2011, NHCA’s fantasy is to provide assistance, guidance and knowledge to the desires of long term care bound individuals. Nursing Home CareZ strives to repugn the perceptions of long term care.\r\nThe NHCA team passionately pursues excellence, and duty in providing future residents and families the tools necessary for a happy, sanguine and productive life in the nursing facility. With the goal of arming the clients with the knowledge required to promote independence and self-esteem, the Nursing Home CareZ Advocacy team will help people live better lives, one life at a time. Values are fundamental to every organization’s success. It is with this in mind that Nursing Home CareZ Advocacy, Inc will efficaciously demonstrate the core values of respect, integrity, pride, compassion, responsiveness and dignity.\r\nThese principles will guide the actions and foundation of it s existence. We strive for a nurturing air that encourages this organization as it ensures these values are moved(p) by all in the community it serves. 3. 2 Marketing Objectives * Build Nursing Home CareZ Advocacy, Inc stimulate Recognition in the community and among referral sources. * Become #1 choice among referral source with assisting families in transitioning into assisted living or skilled nursing services * snap on relationship marketing techniques Develop/ utilise marketing ideas to increase professional referrals * Inform target audience (those needing immediate in-patient nursing care) about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year. * Develop campaign/program to build the Nursing Home CareZ Advocacy brand consisting of (but not limited to) special events and relationship-building tactics. * Increase a steady be adrift in marketing presence * Maintain validating and strong growth each qu arter (based on hospital and assisted living census) 3. 3 Financial Objectives * Raise adequate funding for start-up Begin development implementation for the on-going funding needs of years two and three * To acquire 60 to 70 clients/potential residents deep down the first six months of start-up * Increase the profit margin by 1% per quarter (based on hospital census) through effective marketing relationship with community based organizations To fund the start up follow Nursing Home CareZ Advocacy has secured a low interest loan for $20,000 and pulled personal pay of $10,000. One of the largest items that NHCA will acquire in the start of the start-up budget is a computerized medical records system to transit the client base.\r\nThe other start-up needs are token(prenominal) in cost and can be managed. The cost for each client to receive services from NHCA will range $250. 00 for minimal services to $1000. 00 for full service. A successful first year would bring in $120. 000in revenue. In order for NHCA to meet the goal of the first six months target of $60,000, the client base will need to be at least 60 residents at $1,000. 00 per case. However, the business would be on thwart for its goals if the six month mark would come in at $45,000. That would allow for 10 clients at $750. 00 per case.\r\nIf the business begins on this track, the target goal of 1% in the 3rd and 4th quarter will be met. 3. 3 Target Markets The overall populations we wish to serve are older people (65 and older), in need of nonchalant assistance, who value community and the contributions of their peers. According to the US Census Bureau the 2010 census poll report persons 65 years and older to be 1,959,307. (US Census 2011) â€Å"The percentage of the population over 75 is increment rapidly, thanks to better nutrition, preventative health care, and living conditions in our country over the course of the hold up century, not to mention the Baby Boomers.\r\nAt the same time, the increasing kinds of career opportunities for women, and the growing cost of health care, have contributed to a nursing shortage which threatens the quality of professionally-provided elder care. ” (Bplans †2011) â€Å"Almost half the workforce nowadays is female, meaning that most workers male and female have no one at home to provide care to older ailing or weak relatives. ” (Bplans 2011 †â€Å"Moen and Yu 2000”) As families are forced to place their loved ones into nursing homes and assistant living facilities, they will need to have a full understanding of their options in this transition.\r\nThe Census analysis of the 20 mile-radius of the business base area indicates a large concentration of individuals over 65 years of age (38. 5%). This target area will include a cross over into two adjoining counties; Montgomery County and Delaware County. This is a combine population of the 1,388,853 county residents in Pennsylvania. Total population in Montg omery County in 2010 was 799,874. Demographics include 79. 0% Caucasian; 8. 7% African American, 6. 4% Asian, 4. 3% Latino or Latino and 2. 0 % of persons reported as other race or two or more races. 51. 5% of the population was female. 8. 5 were male. 26. 1% of the target market lives alone and 9. 95 living with others (family members). The age breakdown of seniors is 60-64(4. 0%), 65-74 (7. 4%), 75-84 (5. 5%), and 85 years and older (2. 0%) totaling 165,924 persons. (US Census 2011) Total population in Delaware County was 588,979 in 2010. The demographics include 14. 3% persons were 65 years and older. The age breakdown for seniors is 60-64 (5. 3%), 65-74 (6. 7%), 75-84 (5. 1%), and 85 years and older (2. 5%) totaling 109,394 persons. 52. 1% was female and 47. 9 were male. 72. 5% of the population was white; 19. % was African American; 4. 7% was Asian; 3. 0% was Hispanic or Latino and 2. 2% was persons of other races. normal household income in 2009 was $61,848 and home ownershi p was 72. 2%. Persons below poverty level reported at 9. 3%. Persons aged 25 years and older with graduate degrees reported 34. 4%. 27. 4% of the target market in Delaware County lives alone. (US Census 2011) Of the 275,318 potential target market needing the services of Nursing Home CareZ Advocacy, has been decreased by 60% given the factors of persons healthy enough to care for themselves and having family member to care for them.\r\nThe number becomes 96,361 persons 65 and older in both counties. This number may appear low but in actuality it is significantly high. These people will need nursing home care or already receive care base on their medical needs. The target market of 96,361 can become potential clients/clients in need of answers and solutions to the process of admittance into a long term facility. Of these potential clients who live in sub-counties which are within 12-16 miles of the home office, it is estimated about 35 %( 26,499. 28) will have the means $250 to $10 00 ($68,333. 50 average normal income) to pay for the services. found on the 2010 census selective information from US Census. com) The target market also refers to the influencer, the family member of the persons needing long term care services. An Adult child of the prospective resident, 35†70 years of age, unify with children, and lives nearby or in another metropolis or state. He or she currently provides some assistance to the parent and their search for a long term care facility is prompted by an sequent or recommended by healthcare professional. Their need is affectionate and they are usually on a record †most often come to us in a crisis mode. (phdmkt. om 2011) During the research process to zero in on the target market, it was discovered the market could be expanded to cover persons aged less than 65 years of age, because of the mounting need for nursing home services based on medical needs. Based on marketing conversations there are persons who live alone a nd are unable to care for themselves or require more than a home aid every so often to care for them. NHCA has the potential to expand the market base to include those persons. This market group could produce a quick reverting by getting well faster and discharging home, thus allowing for new clients.\r\nMedical care needs will neer cease and long term care needs will ceaselessly be at a forefront therefore, Nursing Home CareZ Advocacy can easily develop a large client base and expand to more counties within Pennsylvania within the next three to five years. 3. 5 Positioning Nursing Home CareZ Advocacy, Inc will position itself as the premier first line contact of long term care transition. This positioning will be achieved by leveraging NHCA’s competitive edge: existing industry experience and knowledge, integrity, community relationships, and a passion to help others.\r\nNHCA is a hands-on resource service that aims to assist the elderly population with transitioning int o the long term care phase of their lives with ease and self respect. Dealing with health issues is deplorable as it is without having to enter into a nursing home or such, and not understanding all that is problematic in the process. With the impending implosion in the growth of baby boomers, and unexpected medical needs, nursing homes and assisted living communities will continue to become an option of the future.\r\nWith this being the case, the management team of NHCA will be able to use its vast industry knowledge, practice skills and personal passion for helping others to assist the clients gain the understanding required to help the transition into long term care become a difficult free and dignified occurrence. 3. 6Strategies The single most important accusatory of Nursing Home CareZ Advocacy, Inc is to position itself as the premier long care term advocacy informational provider, answer the elderly and medical needs targeted market even if they are not in the age hold of the senior population.\r\nThe marketing strategy of NHCA will focus on meeting the needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them. The company will focus on creating customer awareness concerning what services are being offered, which will support in developing the customer base. The point that NHCA will seek to communicate to its target market is that it offers the best education and personal service to the elderly population who are in transition from one phase of their lives to another.\r\nProviding future residents and families of long term care the tools es moveial for a happy, healthy and productive life in the nursing facility is the primary goal. This inwardness will be transpire through a variety of methods. The first will be the Nursing Home CareZ Advocacy Web settle, which will provide a source of service information and offer the consumer the opportunity a free consultation to reason their concerns. Tim e will be devoted into ensuring the locate will provide as much information about the company, the owners, and its professionalism so the customer will come away with a since of comfort n knowing that they will be taken care of during this unexpected time in their lives. Other avenues of marketing methods will be local advertising. The target areas will be local nursing homes, community resource services, hospitals, senior center, and day programs and doctors offices. The goal is to leave brochures, business cards and leaflets with the social workers, office managers or care workers of each entity. Information will also be sent out at the request of those who viewed the web site.\r\nThe cost to produce the printed literature will be minimal as it will be on the need bases and much will be found on the web site. Another method will be the use of the social media. This is where the cost of advertising will be the least to non-existent. Social media sites of nowadays have thousands of people on them and it will be a brilliant way of promoting the service and the company. Word of emit will also be an sensitive communicator. 3. 7 Marketing Mix Nursing Home CareZ Advocacy, Inc’s marketing mix is comprised of the following approaches to pricing, product, promotion, and place/distribution.\r\nprice †The pricing strategy used by NHCA is a mix between penetration and psychological pricing to capture a gain in the market share and once this is achieve the price will increase slightly. This will also be based on a sliding scale of financial qualification and the service needs of each client. When the idea was created it was determined that the focus was not on high profits, rather on serving the greater untroubled and those who require assistance at living a more. It was mentioned that the cost for each client to receive services from NHCA will range $250. 0 for minimal services to $1000. 00 for full service. A successful first year will bring in $120,00 0. 00 in revenue. In order for NHCA to meet this target goal at the end of the first fiscal year, the client base will need to be at least 120 potential residents at $1,000. 00 per case. However, business would be on track to cover its expenses and still maintain a place in the market if at the end of the six month the revenue is at $45,000. That would allow for 10 clients at $750. 00 per case per month. As the business grows, the revenue budget can increase to double in year two to $240,000. 0 which constitute additional 120 clients or more based on the service needs required. channelise/Product †Nursing Home CareZ Advocacy, Inc will be a direct channel service provider. With the sensibility of medical care and needs, which are private and personal in nature the market segment for NHCA, as consultant of services will be best suited at handling the distribution of service. many an(prenominal) of the clients will come through referral sources. The location of the company is a home office, set up to accommodate 2 desks, a conference table for 4 and seating for 3. The approach to potential clients will be hands on.\r\nAfter receiving the referral of a person requesting help or has concerns with transitioning into a long term care facility, they will be contacted via telephone to introduce the company, determine the need and set up a meeting. For those families that are unable to come to the office for a meeting, NHCA will go to them. Meeting the resident at the hospital or nursing home will never be an issue. Assuring the resident or family is passing comfortable with the process is important. The outcome of success knows, the client has a full understanding of what happened to them or their loved one and the transition was smooth and done with dignity.\r\nEducating and empowering the client is a number one goal of NHCA and this will happen as the client is walked through the move. Once the client accepts the services of NHCA, the next step is reply all questions, assist with paperwork required for the admission process or with the Medical Assistance application based on financial need. A transition into a long term care facility can be nerve raking, confusing and full of trouble for the strongest and healthiest person however, with that being said finances always becomes an issue.\r\nPast knowledge and statistics show that nursing homes or assistant living facilities have gained reputations for taking everything from their residents upon admission to their facilities. Educating and empowering the client on their rights and responsibilities is a number one goal of NHCA and this will happen as they are walked through the new phase of life. If the resident requires assistance with banking, guardianship or contacting community vendors, NHCA will be there to handle this for the resident or family member.\r\nNursing Home CareZ Advocacy will assist the resident or family until all matters have been conducted and the residents’ s tay is secure and free of financial concerns. IMC Promotion â€Å"Your way home is through our caring hands”. Nursing Home CareZ Advocacy will be dedicated to providing the highest level of quality service with compassion and commitment through exceptional standards for the aging population. It is the hope of NHCA, that the residents and families who seek assistance will receive thoughtful, quality care today and tomorrow.\r\nIntegrated Marketing Communications Budget quite a few advertising efforts will be used to promote the business. The marketing mix will consist of direct marketing, social media, the company’s web site and some advertising. Promoting the business will start with promoting myself as the owner and founder. Creating a bio to hand out to the local referral sources will begin the promotional stage of getting off the ground running. Exposing the business to Special Events, Open Houses, Healthcare Fairs, Senior Expos, etc, let on local groups, churches , senior groups, etc. nd build Nursing Home CareZ’ reputation as â€Å"source” for aging issues through seminars/lectures, and educate the local communities about senior living options. The promotional process will follow as: * Print advertising * Direct mail * Broadcast advertising on intercommunicate (or Internet sites or social media) Advertise by tour the local hospitals, senior community centers, local churches, the area Medicaid public assistance offices and adult and aging organizations to introduce myself and hand out business cards, flyers or brochures. There is minimal cost in visiting with the exception of handing out business cards and brochures.\r\n court of purchasing 5000 business cards is $55. 00 and the creating custom brochures cost is $800. 00. Advertise on some(prenominal)(prenominal) of the social media sites to utilize the word of mouth affect. slip Book, Twitter, Blogs, Linked In, Biznik and on Craig’s List. The social media has been p rone to take the smallest put forward and spread it like wild fire. Even though many of these sites are young than the target market target, they can still reach the families of the target market and those you may work in the industry of which NHCA is cater to.\r\nAdvertise by servering or attending several community events that are geared towards healthcare services. * fellowship in community projects * Fairs †Health Fairs or task Fairs * Give-a-ways of pens or pencils, and post-it notes * Coupons at the bottom of the flyers giving a 20% discount within a 2 month time span * Trade Shows †local convention centers host shows which the target market or family members attend such as arts and crafts, flowers, cooking lessons and pet shows. The cost of attending the community events will be $3000. 00.\r\nMost community fairs for free to participate as many are awareness driven. The cost to purchase custom pens, pencils and post-it note pads to distribute are as follows: 20 00 pens $365. 00, 500 pencils $227. 00, and 500 post-it notes $230. 00. The coupons does not leave an expense and the cost of trade show for 2 days at 7 hours each day averages $2000. 00 Advertise in The Times Herald daily newspaper weekly newspaper and on the web viewer ship: 1/4 foliate 6 columns x 5” inch ad for 2 months, then monthly for two additional months. Cost: $1100. 00.\r\nAdvertise in The Delaware County Times daily newspaper, weekly: 25 words per week for 12 weeks. Cost: $900. 00. The company’s website will be utilized to advertise and promote the business by informing them of the services. The target market will have basic information designed to peak their interest enough to want to place a telephone call to inquire further. Building the web site with the initial start up cost: $120. 00 Found a web designer and web host in one for a minimal cost. stairs taken to launch the web site are: submitting the website to search engines like Google, Ask Jeeves, a nd Bing and to web directories.\r\nputt the website address in the email address, on the flyers, brochures, and on the business cards is the next step. By registering the company’s website for more than one year, will keep the search engines from classifying the company as a spam organization. Collecting and analyzing the data will assist in further developing the marketing strategy. Becoming a member of the Social Medias such as Face Book, Twitter, You Tube help strengthen the community relationship with the social workers of the hospital, assist living communities, and the referral based resources.\r\n utilize multimedia devices on the website will assist in further interaction with the target market. The design of the website will be user friendly as the target market may or may not have experience with computers. 3. 8 Marketing query As stated previously in this plan, the growth rate of the elderly population persons 65 years old and over has greatly exceeded the previo us census predictions, an as they are getting older they are requiring more medical care. (U. S. Census Bureau, 2011). The elderly increase by a factor of 11, from 3 million in 1900 to 33 million in 1994 (U.\r\nS. Census Bureau, 2011). Today, almost 80% of Americans are living beyond the age 65. Forty percent of Americans age 65 or older will require Long Term Care before death (McMahon, 2009). Families are unable to care for mom or dad, aunt or uncle so the nursing homes and assisted living will continue to be the option for ongoing care of the elderly. In trying to determine if this service business would be a worthwhile endeavor, the owner sat down to asked a few questions with an existing nursing home administrator, wound care nurse, community case worker and a marketing director.\r\nAs a result of the questions asked such as; can you tell me when families are approached at the hospital for drop away planning as their loved one just fell and fracture their hip, what is the atti tude or knowledge base of what happens to the elderly in the home? The answer was; ‘the first thing that came to the family members mind was abuse or neglect, or that the home was going to rob their return or father blind. This comment is common to many who do not have a full understanding of what happens as their loved one transition into long term care.\r\nAnother most important question is how or who will pay for my loved one to stay in the nursing home? Will her rights be protected and how much say will I have in the care of my parent or loved one? The finale comments that came up, was the guilt the families feels when having to decide place the mother or father into a long term care home. As families are forced to place their loved ones into nursing homes and assistant living facilities, there is so much for them to take in; they will need to have a full understanding of their options in this transition.\r\nNursing Home CareZ Advocacy has the good prospect of being af filiated with existing nursing homes and has an excellent work history and knowledge base to have recognized the issues current residents of nursing homes were facing. As a Business Office Manager for the last 10 years, the owner has the leverage of understanding the ins and outs of admission processes of long term care and the steps taken to make for a smooth transition.\r\nIn the final decision process in this impending situation, the owner of NHCA also talk with case managers, county assistance office employees and several local attorneys’ who handle the guardianship processes on behalf of nursing home. All agreed, with positive feedback, there was a problem. An outside liaison is needed to assist residents and their families with coming to foothold with their new home. By offering the service, it is allowing a virtuoso of empowerment and a sense of peace.\r\nTransitioning into a long term care facility for these residents, with a knowledge base of what lies ahead and kn owing their new home will truly be their home will make it all worth it. References 1. Advanced Marketing: One Stop for Newspaper Advertising. (2011). Retrieved from https://www. le-services. com. 2. Center for Advocacy for the Rights and Interests of the Elderly (CARIE). (2011). Help for People in Nursing Homes. Retrieved from http://www. carie. org/programs-services/advocacy-services/help-for-people-in-nursing-homes 3. Center for Medicare and Medicaid Services. 2011). Nursing Homes Overview and Payments 4. Delaware County Office of Services for the Aging (COSA). (2011). Retrieved from http://www. co. delaware. pa. us/depts/cosa. html 5. Department of Health & Human Services: Administration on Aging. (2011). Aging Statistics. Retrieved from http://www. aoa. gov/aoaroot/aging_statistics/index. aspx 6. Eiken, S. & Heestand, A. (2003). Pennsylvania Transition to Home Program. Retrieved from http://aspe. hhs. gov/daltcp/reports/2003/PAtrans. htm 7. greenness Leaf Health Care As sisted Living. (2011).\r\n superior Healthcare Development Marketing Plan. Retrieved from http://www. phdmkt. com/images/sample%20marketing%20plan%2007. pdf accessed 8. Keller, K. & Kotler, P. (2009). Marketing Management. Pearson Prentice Hall: Upper turn on River, NJ 9. Lewis, J. (2011). About Women’s History: Shirley Chisholm Quotes. Retrieved from http://womenshistory. about. com/od/quotes/shirleychisholm. htm 10. Marketing Plan Objectives and Strategies. (2011). Retrieved from http://www. smallbusinessnotes. com/starting-a-business/marketing-plan-marketin\r\n'