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 introduction and references. This should be in your owns word 350 word count explaining this question. PLease Add introduction and theseis before answering question.

1.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

Summary marketing proposal

Introduction: Sunny Manor Nursing &Rehab Center is located in Sunny Beach , Florida which is a specialized modern skilled nursing & rehab center. We have 2 wings in which long term care and sub-acute rehab services are taken care separately. We are sophisticated with modern high tech equipments and exclusive therapy room with an expanded therapist.

Vision : To lead the field of rehabilitation & geriatric care for the elderly by gaining high patient satisfaction.

Mission : help the elderly to become independent by ensuring continuous support through integration of technology , practice , education and research for delivering high quality patient care to attain excellence.

Objectives : To provide luxurious service in unique location

                   To provide high level of confidentiality & privacy

                   To provide highly specialized doctors & therapists

                   To help the geriatric community to live independently by continuous support and care

Marketing strategies:

• Create a content rich website with good search engine optimization
  • Develop strong social media presence as the retired community is technologically advanced.
  • Maximum utilize the client’s testimonials
  • Develop a collaborative service with the near by hospital as it has top physicians and surgeons in the state.
  • Create a good interpersonal relationship with the discharge staff and physicians of the near by hospital so that they can teach the patients about the importance of rehabilitation services.
  • Provide various offers for the patients from that hospitals.
  • Provide best plans for the geriatric community like a combined offers, discount offers etc.
  • Make use of online newsletters.    

Target customers : Our target customers are the elderly community who are retired and facing difficulty to cope up with the retirement life. Also it is a fact that our community has 70+ retired adults. And majority of the residents are 55 years or older. They are the group who needs more attention and support to adjust with their routines. We need to target them so that we can provide the best by utilizing the facilities available.

Impact of the updated facility and new therapy services:

As the rehab center is renovated and added up with new high tech equipments and facilities and also with expanded staffs, it will help to improve the customer satisfaction. Always people prefer a new innovative service with a blend of technology and they will be satisfied when we value their money by delivering quality care. Also it will help for an advanced marketing process because the demand of the community can be met by the facilities updated. Moreover it will help to have a collaborative service as the infrastructure is developed and technology is advanced.