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    Marketing strategy for satellite office expansion

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    6-8pages 5 academic / professional references published in last five yearsYou currently work as a coordinator for New City Home Care, a private home health company offering nursing care and therapy services to the elderly residents of a medium-sized Midwestern city with a population of about 55,000 people. The neighboring town, about 10 miles away, has a much smaller population, but as the population ages, this town is seeing an increase in retirees. Your manager has decided that it would be beneficial to expand into this town by opening a satellite office. She is eager to be the first home health company to open a physical office in this new territory and has tasked you with developing a marketing plan. You have been asked to provide an executive summary to the management team of the marketing plan.

    The summary needs to explain how the following will used in your team's marketing plan:

    The company's historical resident trends and current strategic plan
    Demographic data
    Quality standards
    Marketplace analysis, including competition
    Models and best practices for reaching the target audience
    Developing recommendations to ensure alignment with company strategy
    Writing the plan and setting expectations
    Implementing the plan, proven best practices for implementing
    Tools for evaluating and adapting the plan.
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    Solution Preview

    Overview
    New City Home Care is an established company, looking to expand its services into a
    neighboring community. Although the population of the community is much smaller than the 55,000
    in the current location, the aging population is experiencing tremendous growth. In addition, no other
    home health companies exist. New City has an opportunity to take advantage of being the first to
    enter the new market. However, to do so effectively, research on the current market is necessary.
    Opening a satellite office will require staffing with customer service/scheduling staff and health care
    professionals. The level of demand for services will likely determine how the office is staffed, how much
    office space in required, and how the organization will market its services in the new community. The
    marketing plan, once complete, will take into account many aspects of the current business, as well as
    the new market.
    Historical Trends and Strategic Plan
    Historical trends will include demand, usage, and costs for administering care to home health
    care consumers. These types of data are important in developing a marketing plan, because marketing
    efforts must not only target the right market segments, but target them with the types of services and
    care they expect. The demand for various types of services can be elastic. In other words, it can change
    seasonally, can change as population demographics change, and can depend on price. In this instance
    price would likely be pre-determined by the third party payers, where they exist. Distribution of services
    is critical to success of the new satellite office (Kumar, Sunder, & Sharma, 2015). The company's current
    market is likely to be somewhat elastic, in terms of demand. Therefore, it can be assumed the new
    market will come with such elasticity in demand.
    Costs are a critical factor, in providing home health care services. They influence the types of
    services offered, and decisions made about the extent of services. Many seniors want to know which
    services are available. For example, they may be interested in basic care, nursing care, IV care, physical
    therapy, or occupational therapy. Without enough demand, some of these services will not be cost-
    effective, due to costs of hiring and staffing health care workers, who are skilled and certified in each of
    these areas. The organization must explore the current market and try to predict which services will be
    in higher demand in the new market, so the right services can be marketed. In addition, co-branding, or
    referring consumers to additional services like therapy, can become a mutually beneficial arrangement.
    The organization may need to establish referral protocols, for specific organizations offering the
    additional services. Both companies benefit because, even though patients may only receive
    nursing care through the home health care company, they will feel like the company is going out of
    it's way to arrange additional services. The additional services must then be marketed in a way that
    lets consumers know how the process for referrals works and what types of referrals are offered.
    The summary needs to explain how the following will used in your team's marketing plan:
    Demographic Data
    Demographic data is important in determining how to market services. Marketing includes
    research and development, as well as advertising and promotions. To understand the level of demand
    for each service, the home health company must be able to break down consumers into categories, or
    market segments, because demographics influence behavior and decision making (Talib & Ramhan,
    2013). For instance, consumers in older age brackets are more likely to want services to maintain
    the home and keep up on daily activities, which they are unable to complete themselves. For such
    consumers, they will likely need home health aide services, as well as Nursing services.
    Demographic data within a certain market will determine the balance of services offered and
    Decision making about how to provide those services. A home health organization may decide to
    Hire home health aides at a higher rate than Nurses, especially if the largest segment of aging adults
    struggles with daily activities. On the other hand, if the aging (just reaching retirement age) segment
    is higher, demand for Nursing care may be higher than for home health aides. These demographics
    help the home health care company make decisions about hiring, whether it is cost effective to provide
    in-house training, and how many positions will need to be filled.
    Quality ...

    Solution Summary

    The discussion focuses on how each part of the marketing program supports the overall mission and strategy of the organization.

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