Nursing Home Carez Advocacy, Inc Marketing Plan

MM522 Marketing Plan Of treat national C atomic number 18Z advocacy, Inc. Sherry Y Montique December 11, 2011 Marketing Man periodment 1. 0 Executive Summary Where would you necessity to live if you requisiteed passing(a) attentionerance? In your cornerst matchlessness, of course. rush for theater C beZ protagonism aims to be a guiding factor in passage focal pointing you or your love wiz into that parvenue kinsfolk. nurse themes and back up liveliness facilities dumbfound twist an unerasable part of our health rush landscape. These facilities depict 24 hour inpatient nurse and supportive crinkle concern to occupiers whose disability or condition necessitate the availability of c be for economic aid on an extended basis.It is estimated that over 40% of Americans lead use one of these entities at approximately point in their lives. heraldic bearing for home pes C atomic number 18Z protagonism, Inc is committed to servicinging raft live better. S imply put our tendency is acquiring the friendship the help it of necessity to bring off for the people they love. The nucleus is to educate the aged(a) club who argon in conversion from one descriptor of their lives to an oppositewise. Through specialized training and drive, of the cardinal personnel the operation of NHCA is to pay heed the backward aging and disable nation with the unwanted transition of being admitted into a breast feeding home or answered dungeon residential bea.Be practise this of life altering bring can be deemed traumatic because of the unkn possessity, umpteen of the residents are confused and unhappy with the impending experience that lies onward. Nursing home base CareZ Advocacy pass on be at that bunk to walk the resident and families with this mathematical operation with as less stress as possible as they adjust to their overbold home with as much pride and friendship possible. As the receiptss of NHCA are uncharted in th at respect throw in the towel for be critical issues to over get however to ensure that the avocation is triple-crown Nursing houseCareZ bothow create an aggressive grocery store schema to include subscribe to trade, networking, and creating community consanguinitys to perenni anyy garner tinctral sources. Staying on top of the ever changing involve of the aging state and pursual the Medi perplexity and Medicaid regulations lead keep Nursing family CareZ reoriented with the object lens market. Nursing Home CareZ Advocacys trade mix all(a)ow comprise the approaches of pricing, product, promotion and distribution. The 1st commodious fourth dimension leap up exist to include the integrated trade communication budget is $13,320. 00.Market research showed the postulate for this gain because of the continual growth of the aging community and the inability of family members being able to comprise supervise of their loved ones at home. With this reality, p ersistent separate wangle facilities testament save to be the place required to succeed the care to our elders and persons with disabilities or short line medical exam examination care. The marketing plan exit assist NHCA in the pursuit areas to gauge performance * Revenue and Expenses monthly * Customer satisfaction * Success of community involvement and consanguinity buildingNursing Home CareZ Advocacy, Inc. will position it self as the premier send-off line of suffer to extensive bourne care transition. The positioning will ensure leveraging to gain a rivalrous lose in the industry with association, integrity and a passion to help others. NHCA, expects to be cause profitable by the end of the 1st year, and has projection of $240. 000 in gross gross for year two. 2. 0 Situation depth psychology Nursing Home CareZ Advocacy Inc. time line for inception is contiguous, with a scoreed goal of 6 months to 1 year.Issues facing the prosperous creation of this ac gui ld would be the insufficiency of education and companionship of long status care and regulations, laws, sounds and processes of Medicare and Medicaid. The community partners could contribute to the critical issues if well-disposed worker and community case managers and such failed to refer potential consumers to the telephoner for operate. However, the management skills, experience and vast knowledge base of NHCA, Inc. will extend a solid base for the orchestrate market to have a successful transaction into any long status care expertness. 2. 1 Market SummaryIn this century, the rate of growth of the senior(a) population (persons 65 years old and over has greatly exceeded the growth rate of the population of the century as a whole (U. S. Census power, 2011). The elderly increased by a factor of 11, from 3 one million million million in 1900 to 33 million in 1994 (U. S. Census Bureau, 2011). In the comparison, the ingrained population, as well as the population less t han 65 years old, tripled (U. S. Census Bureau,). Under the Census Bureaus place series projections, the number of persons 65 years old and over would more(prenominal) than double by the mid guidance of the next century to 80 million (U.S. Census Bureau, 2011). According to the U. S. Census Bureau, it reported the aging population of persons 65 years and sometime(a), numbered 39. 6 million in 2009. They represented 12. 9% of the U. S. population, well-nigh one in e rattling eight Americans. By 2030, on that point will be about 72. 1 million previous(a) persons, more than twice their number in 2000. People 65+ growth will report as 19% of the population by 2030. (U. S. Census Bureau, 2011 and Administration on Aging, 2011) Todays 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 ripened. This is rags up for more than 50% of the adult population. The Census Bureau projections seem to be headin g in the right rangeion. (U. S. Census Bureau, 2011) Shirley Chisholm once said, Service is the rent we conciliate for the time we live on this earth. (Womens History, 2011) Changes in Social Security, Medicare and Medicaid may force senior adults to make unforeseen changes in their lifestyle in order to remain independent. Long barrier care is an option that most dread due to the lack of affordable and accessible placement options available to them.Today, almost 80% of Americans are living beyond the age 65. Forty percent of Americans age 65 or older will require Long verge Care before death (McMahon, 2009). With this impending implosion in growth of baby boomers, treat homes and assisted living will continue to be the option for ongoing care of our elderly. As families are forced to place their loved ones into nurse homes and assistant living facilities, there is so much to take in and they will need to have a full understanding 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 done the process. 2. 2 SWOT Analysis Strengths * 20 years in the health care industry with 10 years of strong middle management experience * 5 years in the long term care industry as a Business subroutine Manager * Vast knowledge of what is take for successful transition/admission and catch at nurse homes * Strategic alliance with hospital case managers, social workers and community agencies and lawyers * In house nonary human race Public Strong knowledge base of existing political regulations as they relate to long term care Weaknesses * Company has no brand recognition * possessor has very limited experience as a full time advocate in this firmament * Low to no financial capital limited startup funds * Owner is not a clear social or case worker * In home startup business * No establish network connec tions for community visionsOpportunities * Expand business to cover larger geographical area * manageable growth potential to bring on employees based on need and experience * Find reparation and create building space to accommodate larger knob base * Potential growth finished use of social media and client referrals * Potential contract/ referral source with existing long term care facilities to act on their behalf Threats Recessionary economy means the potential clients may not be ordain to spend * Target market financial resources may hinder their ability to examine the work of the company * Competitive market of existing adult and aging divine services may prevail because of brand name * Governmental rules and regulations may change and the need for advocacy may diminish * Nursing homes and assisted living organizations may employ ply to abide the same services 2. 3 CompetitionThe Department of wellness and Human Services under the guidance of the Security of Health an d Human Services, created Medicare and Medicaid political programs with grant championship to assist families of all ages to live and survive on a dignified aim. With our aging population, the need to focus on their care came to the foreland, so Medicaid State programs were created to pay for home health services including skilled nursing care, home health care, personal care, chore services, and durable medical equipment. (Center for Medicare & Medicaid 2011)The level market can qualify for Medicaid in order to uplift the following(a) services through the referral source of Aging and Adult agencies. Depending on the needs of an individual, the indicate market may receive help with personal needs such as bathing, dressing, cooking, and clean from a home health agency while at home with family members. Because of certain insurance guidelines, licensed healthcare workers can only give these skilled nursing services and other medical services. practised nursing care ncludes s ervices and care that can only be performed safely and correctly by a licensed practical nurse (LPN), registered nurse (RN), or physical therapist. Most seniors and families are unfamiliar with these types of services and do not have a clue how to obtain them. That is where organizations such as those listed under come into play. Aging and Adult Services, located in Norristown, Pa offers 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.AAS offers many 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 existence of NHCA are the Information and Referral (I&R), and Comprehensive Geriatric sound judgement, and Pre-Admission perspicacity services collectively. These services assist the community with the pre-knowledge base of the potential admission into nursing homes or assisted living facilities.The Information and Referral service attempts to link consumers with appropriate resources. I & R are available to the consumer by calling or visiting any of their agencys five mathematical functions. (MCAAS. montcopa. org 2011). The Comprehensive Geriatric Assessment and the Pre-Admission Assessment services offer the consumer assessments to determine whether they are appropriate for placement into long care facilities and at what level. With these services Aging and Adult can then refer the consumer or their loved ones or families to nursing facilities in their geographical areas.They then can provide them with a list of items that will assist them with this new change in their life style or transition. (mcaas 2011) COSA is the other agency that will be a threat to NHCA as it provides very standardised services of Aging and Adult but, to the con sumer or residents of Delaware County, Pennsylvania. Their mission/goal is to provide or enable senior citizens to maintain their independence and dignity, while living on their own with community resources available to them. (COSA 2011) COSA receives federal and domain funding because they serve as Area Agency on Aging.COSA is slight different from Aging and Adult services because their main goal is support the senior population to remain in their home as long as possible, even when they are eligible for nursing home care. They are encouraging the families of the senior to help provide the care that is needed in a home based as opposed to in a long-term care facility. COSA is an readingal resource service for person of any age needing aid on benefits and services available to the older person. COSA 2011) With individually of these two organizations services they offer many community based services for seniors and their families, but with Nursing Home CareZ Advocacy Inc. , it w ill provide the personal one on one care that the resident and family need to make the transition into the nursing home or assist living. Nowhere in the market research was it show 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 target market is plentiful plenteous to allow for this.The population of the aging adults continues to grow which will allow for the need of referral resources, which the aging and adult program will continue, just as NHCA can expand and grow with the population. With researching potential competition to this new company, it was found that The Centers for Medicare and Medicaid Services (CMS) in association with representation of the Assistant Secretary for Planning and Evaluation (ASPE) sponsored the Nursing Home Transition Demonstration Program which is designed to provide transition options to nursing home residen ts who wish to tend back into the community.The grant funded service was given to 12 states in 1998 with Pennsylvania being one of the states fortunate to participate. (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 will be there to assist those in need of understanding the process of being 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 emit to themselves or their loved one. Services being offered are designed to help alleviate the stress of relations with the pressures of this change. The service will assist families and the targ et market while transitioning and adjusting into a new phase of life. in that respect are many questions and situations that come with moving into long term care nursing and oftentimes 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 nescient of what to expect and thus unprepared to place their loved one in the home. Because of this they make decisions that could backfire and cause damages or add redundant stress of the move.Some families have 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. Experience and working workout of the potential owner of NHCA revealed the need was great and something was missing from the target markets transition process into the long term care facility. Interve ntion was required to assist the consumer so the business solution was created.As 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 concern often that residents and families have is related to the financial aspect of being admitted into the long-term care facility and how to cope the legal process. Nursing home admission personnel and the social workers of the hospital are often unknowledgeable of this aspect and cannot provide the correct answers.When 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 damage of the facility and most importantly, who will pay for this lenify? Thi s question can easily be answered with throwing out numbers or by utter you will not have to pay for a thing, your health insurance will cover it. Well, the faithfulness 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 accompaniment and walking the client through the steps 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 fixed and for how long. Once 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 information, but they can only intercede to such level, because it becomes a conflict of interest.Nursing homes can only assist to a point without affecting the rights of the resident. With NHCA, the resident wil l have the personal 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 or no cost. Direction and assistance on finish Power of Attorney request. assistance with completing the checkup attention Long Term Care grants and collect of the documents needed to ensure eligibility of the grant.Residents often require a guardian over their person and medical needs and NHCA can assist with locating 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 oversee the payment of household bills while in the nursing facility, NHCA services can explain the most helpful way of approaching this obstacle by contacting those vendors and arrange the most appropriate solutions.Listed below are some examp les of the services Nursing Home CareZ Advocacy Inc. will provide, to the target market * Medicaid long term care grant application completion assistance * Notary public * Financial Management assistance * Power Attorney guidance * Guardianship Process assistance * Hands on assistance 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 cathode-ray oscillos bonk up transportation for personal needs outside 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 answers to all questions or direc t to local answers) When doing the market search development, it was discovered that this need was not totally being met.Two examples were Rosemarie has a sister who recently entered into a nursing facility and the sister has a trust fund that determines her to be a private pay resident for about one year. Towards the end of the year, Rosemarie will need to land up 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 lock away needs help.This is where Nursing Home CareZ Advocate Inc. could assist Rosemarie to help her sister to continue to receive the care she receives and deserves while in her nursing home. another(prenominal), example is Virginia. Virginia has been admitted into a nursing home 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 find outd to stop paying in the middle of the stay.The consumers personal finance was not as those of Rosemaries sister. Virginia did not have the money and thus she needed to apply for a Medical Assistance grant for the nursing home. She also 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 hire NHCA, an outside neural party, to walk her through this process while providing her comfort in knowing she is set in making her decisions. 2. 5 Keys to SuccessFor Nursing Home CareZ Advocacy Inc. to be successful, the company must(prenominal) continue to stay on top of the ever changing needs of the aging population. The C enters 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.Having the resources and referral knowledge is a critical piece to the success of the business. The competition provides a capacious referral base to the target market, so NHCA will need to keep the networking window open to expand the knowledge offering. Another factor NHCA will need to be success is to maintain a high level of ethics, trust and moral character while working for and with the target market. The aging population came from a time when your work ethics and your loyalty meant something. Nursing Home CareZ Advocacy Inc. ill be based with the liking 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 free as possible. Communication will be another key factor to success. 2. 6 Critical 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 outline will begin by utilizing the internet by creating a web page describing the companys service ability.It 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 Marketing Strategy The key to the marketing strategy is to focus on meeting th e needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them.The children would a equivalent(p) what is best for their recruits 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 quality 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 pes of long term care services. . 1 Mission Statement Nursing Home CareZ Advocacy, Inc is committed to component people live better. Simply put our goal is get 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. Founded in 2011, NHCAs visio n is to provide assistance, guidance and knowledge to the desires of long term care brink individuals. Nursing Home CareZ strives to challenge the perceptions of long term care.The NHCA team up passionately pursues excellence, and accountability in providing time to come residents and families the tools necessary for a happy, healthy 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(prenominal) organizations success. It is with this in mind that Nursing Home CareZ Advocacy, Inc will effectively demonstrate the tenderness values of respect, integrity, pride, compassion, responsiveness and dignity.These principles will guide the actions and foundation of its existence. We strive for a nurturing atmosphere that encourages this organization as it ensures these v alues are touched by all in the community it serves. 3. 2 Marketing Objectives * cause Nursing Home CareZ Advocacy, Inc Name 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 * Focus on relationship marketing techniques Develop/implement 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 stream in marketing presence * Maintain positive and strong growth each quarter (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 within the depression six-spot 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 cost Nursing Home CareZ Advocacy has secured a low interest loan for $20,000 and pulled personal finances 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 course the client base.The other start-up needs are minimal in cost and can be man develop. 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 track 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.If the business begins on this track, the target goal of 1% in the 3rd and fourth quarter will be met. 3. 3 Target Markets The overall populations we wish to serve are older people (65 and older), in need of daily assistance, who value community and the contributions of their peers. According to the US Census Bureau the 2010 census poll reported persons 65 years and older to be 1,959,307. (US Census 2011) The percentage of the population over 75 is growing rapidly, thanks to better nutrition, preventative health care, and living conditions in our sphere over the course of the last century, not to mention the Baby Boomers.At the same time, the increasing kinds of life narrative opportunities for women, and the growing cost of health care, have contributed to a nursing shortage wh ich threatens the quality of professionally-provided elder care. (Bplans 2011) well-nigh half the workforce today is female, meaning that most workers male and female have no one at home to provide care to older ailing or infirm relatives. (Bplans 2011 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.The 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 Montgomery County in 2010 was 799,874. Demographics include 79. 0% Caucasian 8. 7% African American, 6. 4% Asian, 4. 3% Hispanic or Latino and 2. 0 % of persons reported as other race o r 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. Median household income in 2009 was $61,848 and home ownership 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 reduced by 60% given the factors of persons healthy enough to care for themselves and having family member to care for them.The 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/customers in need of answers and solutions to the process of entranceway 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 $1000 ($68,333. 50 average Median income) to pay for the services. found on the 2010 census data from US Census. com) The target market also refers to the influencer, the family member of th e persons needing long term care services. An Adult child of the prospective resident, 35 70 years of age, married with children, and lives nearby or in another city 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 incident or recommended by healthcare professional. Their need is quick and they are usually on a schedule 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 raise need for nursing home services based on medical needs. Based on marketing conversations there are persons who live alone and 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 turnaround by getting well faster and discharging home, thus allowing for new clients.Medical care needs will never cast off and long term care needs will always be at a forefront therefore, Nursing Home CareZ Advocacy can easily develop a large client base and expand to more counties inside Pennsylvania within the next three to five years. 3. 5 lay 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 NHCAs competitive edge existing industry experience and knowledge, integrity, community relationships, and a passion to help others.NHCA is a hands-on resource service that aims to assist the elderly population with transitioning into the long term care phase of their lives with ease and self respect. Dealing with health issues is worrisome as it is without having to enter into a nursing home or such, and not understanding all that is involved in the process. With the impending implosi on 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.With 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 objective of Nursing Home CareZ Advocacy, Inc is to position itself as the premier long care term advocacy informational provider, serving the elderly and medical needs targeted market even if they are not in the age bracket of the senior population.The 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 serv ices are being offered, which will support in maturation 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.Providing future residents and families of long term care the tools essential for a happy, healthy and productive life in the nursing facility is the primary goal. This message will be transpire through a variety of methods. The first will be the Nursing Home CareZ Advocacy Web site, which will provide a source of service information and offer the consumer the opportunity a free consultation to discuss their concerns. Time will be devoted into ensuring the site 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 avenue s 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 card game 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.The 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 today have thousands of people on them and it will be a brilliant way of promoting the service and the company. Word of brim will also be an excellent communicator. 3. 7 Marketing intermingle Nursing Home CareZ Advocacy, Incs marketing mix is comprised of the following approaches to pricing, product, promoti on, and place/distribution.Pricing 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 good 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 $120,000. 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 t he 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. Place/Product Nursing Home CareZ Advocacy, Inc will be a direct channel service provider. With the sensitivity 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 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. aft(prenominal) 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 com pany, 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 extremely 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.Educating 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 answering 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 brass section raking, confusing and full of anxiety for the strongest and healthiest person however, with that being said finances alway s becomes an issue.Past 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.Nursing Home CareZ Advocacy will assist the resident or family until all matters have been conducted and the residents stay is secure and free of financial concerns. IMC Promotion Your way home is through our fondness 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 an d families who seek assistance will receive thoughtful, quality care today and tomorrow.Integrated Marketing Communications Budget Quite a a couple of(prenominal) advertising efforts will be used to promote the business. The marketing mix will consist of direct marketing, social media, the companys 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, identify local groups, churches, senior groups, etc. nd build Nursing Home CareZ reputation as 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 radio (or Internet sites or social media) air by visiting 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.Cost of purchasing ergocalciferol0 business cards is $55. 00 and the creating custom brochures cost is $800. 00. Advertise on several of the social media sites to utilize the word of mouth affect. Face Book, Twitter, Blogs, Linked In, Biznik and on Craigs List. The social media has been prone to take the smallest post and spread it homogeneous 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 catering to.Advertise by armying or attending several community events that are geared towards healthcare services. * Participation in community p rojects * Fairs Health Fairs or Job Fairs * Give-a-ways of pens or pencils, and post-it notes * Coupons at the bottom of the flyers giving a 20% sack 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.Most 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 2000 pens $365. 00, 500 pencils $227. 00, and 500 post-it notes $230. 00. The coupons does not generate 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 hebdomadally newspaper and on the web viewer ship 1/4 page 6 columns x 5 inch ad for 2 months, then monthly for two additional months. Cost $1100. 00.Advertise in The Delaware County Ti mes daily newspaper, weekly 25 words per week for 12 weeks. Cost $900. 00. The companys 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. Steps taken to launch the web site are submitting the website to search engines like Google, Ask Jeeves, and Bing and to web directories.Putting the website address in the email address, on the flyers, brochures, and on the business cards is the next step. By registering the companys 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.Using multimedia devices on the website will assist in further interaction with the target market. The design of the website will be drug user friendly as the target market may or may not have experience with computers. 3. 8 Marketing Research As stated previously in this plan, the growth rate of the elderly population persons 65 years old and over has greatly exceeded the previous census predictions, an as they are getting older they are requiring more medical care. (U. S. Census Bureau, 2011). The elderly increased by a factor of 11, from 3 million in 1900 to 33 million in 1994 (U.S. 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.As a ensue of the questions asked such as can you tell me when families are approached at the hospital for discharge planning as their loved one just fell and fracture their hip, what is the attitude or knowledge base of what happens to the elderly in the home? The response was the first thing that came to the family members mind was abuse or neglect, or that the home was going to rob their mother 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.Another most important question is how or who will pay for my loved one to stay in the nursing home? Wil l her rights be protected and how much say will I have in the care of my parent or loved one? The last 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.Nursing Home CareZ Advocacy has the good fortune of being affiliated 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.In the final decision process in this impending situation, the owner of NHCA also talk with case managers, co unty 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 terms with their new home. By offering the service, it is allowing a sense of empowerment and a sense of peace.Transitioning into a long term care facility for these residents, with a knowledge base of what lies ahead and knowing 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. hypertext mark-up language 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. Green Leaf Health Care Assisted Living. (2011).Professional 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 Saddle River, NJ 9. Lewis, J. (2011). About Womens 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. smallbusine ssnotes. com/starting-a-business/marketing-plan-marketin