Question

You currently work for the development department of Sunny Manor Nursing and Rehab Center. Sunny Manor was once a privately owned small skilled nursing home in Sunny Beach, Florida until it was sold 6 years ago to a larger group of investors known for buying older nursing homes and developing them into larger more modern skilled nursing and rehab centers. Sunny Beach itself is a small retirement community close to larger beach towns. Most of the residents are 55 years or older, and there is a growing population of 70+ retired adults. However, the city is known for being technologically advanced for a retirement community. In fact, the city has a popular social media page followed by many residents and a very popular online newsletter that can be accessed through most social media programs. Also, 5 years ago, a brand new hospital opened just outside of Sunny Beach. This brought some the top physicians and surgeons in the state to the area. Sunny Manor recently finished a major renovation, updating the previous long-term-care wings and adding a new wing with 20 new rooms. The new wing is solely dedicated to sub-acute rehab services, and the facility also added a new updated therapy room with an expanded therapy staff and modern high-tech equipment. After working in care coordination and admissions for the past several years, you have been promoted to the development department and tasked with marketing the new facility. The goal is to build a stronger relationship with the discharge staff and physicians at the new hospital and expand a broader reach to the community. The first step is for you to analyze and research the changing community and develop a marketing proposal for your boss, the director of development, on how to best connect with the community of Sunny Beach and increase referrals from the new hospital. for this task, develop a summary marketing proposal on the above scenario that includes the following elements include references. This should be in your owns word 350 word count explaining this question.

Evaluate the potential impact of the updated facility and new therapy services on potential improvements in patient satisfaction and developing new marketing share.

Answer 1

Marketing proposal plan can be defined as a plan that offers ideas for conducting research. These are high standard selling tools for small agencies and consultants . Before making a marketing proposal we should be aware of the components included in marketing plan :-

- Target market

- positioning statement

- value

- goals

- pricing strategy

- SWOT analysis

- budget and planing

Here in this case ,the director of sunny manor wants to increase the number of population in his elderly nursing home ,and the main aim is to develop a strong relationship with discharge staff and physicians at the new hospital near by sunny manor so that these people will tell and recommend about the sunny manor nursing home to the elderly patients who are coming to the new hospital.

The marketing proposal developed for the boss includes the following data:-

1. Prepare a mission statement - In this case ,the mission is to build a strong relationship with the discharge staff and physicians present in the new hospital to increase the number of elderly population in the nursing home

2. List and describe the target - the target in this case are the elderly patients visiting the new hospital , those who are getting treatment ,on follow ups , getting discharged etc.

3. Describe the services - the services which will be provided to these elderly patients has to be mentioned and described in order to attract more and more population . It should include the benefits ,schemes available , the amount ,the features etc .

4. Mention the marketing strategies - the strategies which will be planed and implemented to attract the elder ones . Like for example have a analysis done of those patients who are getting discharged from hospital by having questionnaire and interview and assess the majority of needs or services asked by the elders because people like those where they are satisfied and satisfaction is achieved when needs are fulfilled.

5. Identify and understand the competition - before you plan and implement your marketing proposal have a analysis of the competitors present against you and develop a marketing proposal in which the disadvantage of the competitors is converted to advantages in our marketing proposal so that more people are attracted towards us .

6. Establish the marketing goals - without having a goal fixed you cannot succeed , the goal is the motivation to act . The goal of this marketing proposal is to increase the number of elderly population in the sunny manor nursing home by having a strong relationship with the discharge staff and physician of the new hospital .

7. Evaluation of the results - after implementation of the plan , evaluate the findings, whether it is positive or negative and do the amendments as required .