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    Developing Marketing Proposals for Nursing Home care

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    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:
    •Evaluate the potential impact of the updated facility and new therapy services on potential improvements in patient satisfaction and developing new marketing share.
    •Assess possible methods to build rapport within Sunny Beach and surrounding communities.
    •Develop a plan for communicating with the community better through social media by connecting Sunny Manor to the residents of Sunny Beach through digital marketing.
    •Provide details on how ongoing research into the community will help Sunny Manor stay ahead of the competition and well connected with community. Consider concepts in monitoring the changing demographics of the community and growing health care sector.
    •Propose a research design model including all the key elements of the research design. Apply an assessment tool and implementation plan such as the Model for Improvement (Plan-Do-Study-Act [PDSA]).
    •Conclude with recommending models and/or tools that will be used to evaluate the effectiveness of the development teams' efforts on an ongoing basis .

    Must be at least 4 pages with 3 references.

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    Solution Preview


    A well-structured marketing proposal is necessary for growing any type of business and ensuring the community receives quality service. It should include mention of target customers, how to reach them, and how to repeatedly measure the success of the service you provide and make necessary improvements for retaining clients and acquiring new ones. The right marketing proposal will be the roadmap you follow to get more business and improve the success of your service.

    In this instance, the service provided is a new and improved, high-tech nursing home in Sunny Beach, Florida. As noted, the city is noted for being technologically advanced for a retirement community; therefore, this new facility competes very well with other surrounding nursing homes; however, the goal is to go a step above the rest to ensure patient and caregiver satisfaction, patient safety, and business expansion (e.g. recruiting top notch physicians and support staff). The updated facility has the potential to improve senior healthcare in various ways. First, the new facility offers plenty of rooms, complete with long-term care wings. This will decrease the number of hospital visits for ailing elders avoiding infection-risk and emergency room/hospital stay expenses. Second, the increased number of rooms gives retirees more options as their needs begin to become too much for their children and caretakers to handle. It gives them a place to go when staying at home alone or with relatives is no longer an option. More rooms mean less retirees will be turned away from the facility. Third, by collaborating with local top notch physicians, seniors will have access to superior healthcare and rehabilitation services hereby increasing their quality of life and overall well-being. Finally, being technologically savvy will connect the new facility with the community, as well as, offer seniors the opportunity to learn computer skills which can improve overall mental health and open lines of communication between them and their loved ones ...

    Solution Summary

    This solution includes the steps necessary for developing a quality marketing proposal for a nursing home facility.