Rose Park Senior Living Facility marketing strategy will entail the process of planning and executing the conception, pricing, promotion, and distribution of services offered by the facility so that it can satisfy both individual and organizational objectives. Rose Park Senior Living Facility is in the business of marketing its services. Allen (2004) says that the goal of the marketing strategy will be to realize the needs and desires of potential customers and to satisfy them through facility design and price, and ensure that it delivers appropriate and competitively viable services.
The Rose Park marketing team should first conduct an audit, analyze market segmentation, choose a marketing mix, and then finally implement the plan. Allen (2004) says that this will ensure success of the team and also enable them to discover the needs and desires of potential customers and to satisfy them. According to Allen (2004) health care services such as assisted living services are increasingly a buyer’s market hence it is important to note that long term customer satisfaction at Rose Park will be determined by the manner in which the facility will be run.
In this context a market is all the persons who have an actual or potential interest in using Rose Park Senior Living Facility services. The facility will therefore select among several market coverage strategies. Allen (2004) says that the marketing team of Rose Park may concentrate on one market or market segment for example choosing to serve only private paying residents or decide to offer only one service for all markets for example serving only Alzheimer’s residents regardless of their funding source.
As a result of constantly evolving marketing strategy Rose Park should adapt to demographic, technologic, regulatory, economic, political, reimbursement, and social environment leading to changing demand for facility services. Allen (2008) indicated that survival for Rose Park Senior Living Facility will be tied to specializing in market niches in which the facility will gain a reputation for excellence so as to keep census at the needed levels that is 90% to 95% occupancy. Allen (2008) also indicated that by vertically integrating its services or by contracting with home health care agencies Rose Park will expand its market by allowing residents to age in place. He further says that this will allow residents who enter with only minor care needs to remain in a facility and additional care services can be provided or imported on as needed basis. The facility may also expand downwards by catering to more nearly independently living adults and therefore serving wider age range.
The first step in the development of Rose Park Senior Living Facility marketing strategy will be conducting an audit. This will help the marketing team to identify, collect, and analyze information about external environment. The potential market in this case will entail all individual who express some level of interest in Rose Park. The will remove those unable to pay but are interested will enable them to define the available market. The available market for Rose Park Senior Living Facility is persons who have interest, financial means, and access and qualify for example are able to meet the requirement for 24 hour day assistance.
Auditing will enable the team to estimate the extent of demand for the services offered by Rose Park Senior Living Facility and therefore the total demand will be the total volume of services that would be bought by a defined available number of persons (Allen, 2008). In order to focus on future demands of Rose Park the team should examine three categories which include uncontrollable environment factors such as the economy, technological changes, reimbursement formula changes and broad changes in the health care system. The team should determine new competition from other providers like new facilities, new services, and new marketing budgets. It will be important to focus on intra-organizational factors such as the condition of the facility, possible new services, and promotional effort programs.
The potential market for Rose Park appears to remain strong in ten years because of the extent to which retirees will be able to privately pay for assisted living care. Also the cost containment by government and private industry to slow the usage and costs of health care services creates marketing opportunities for the Rose Park Living Facility. Allen (2008) indicated that in an era of cost consciousness the lower costs of assisted living when compared to nursing homes or medium to high level of home health care become marketing opportunities for the living facility.
Namazi (2001) indicated that there are two approaches to market of the Rose Park Living Facility. The first one will be demographic analysis which is also known as market feasibility study and it will entail the assessment of a population’s attributes such as age gender, marital status and social economic status and existing competition in a geographic location. This type of information will be used to determine the size of the Rose Park market and the optimum unit potential.
The second approach to determining the potential market will be psychographic analysis of consumer attitudes, perceptions, and needs. Rose Park marketing team will determine this through analysis that can be carried out through a survey and interview process with potential residents and adult children (Namazi, 2001). The management should create a large database of leads and long term relationships with prospective customers. Rose Park marketing administrator cannot rely on hospitals as a primary referral source, but it should include skilled nursing facilities, particularly if the skilled nursing facility has a strong rehabilitation component that returns clients to a fairly independent level of functioning.
According to Namazi (2001) Rose Park marketing will include a strong educational component. This implies that prospective customers and referral sources will be educated about what the facility will offer and it will differ from nursing facilities. Rose Park will be more family focused. Marketing emphasis will be placed on the supervisory and supportive roles of the facility. This implies that through the marketing team families will know what types of care RPLF will provide and this will be explained to adult children. Marketing will make it clear that care will be provided in a dignified manner and that the burden of day to day care will no longer be a big issue to adult children.
When marketing Rose Park, the facility will be the focal point. This implies that the staff will be selling themselves since customers cannot judge facilities but they can judge the administrator, operator, or social worker. Namazi (2001) noted that the marketing team will have a healthy level of competition which implies that rather than simply hoping that the prospective resident will choose Rose Park, their attitude must be that they will try to help each prospective client make the decision to live in Rose Park. Namazi (2001) argued that non-competitive attitude will result in a loss of admission.
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Objectives & Mission Statement
The target market for Rose Park Facility will be 85+ populations. Allen (2008) says that the target market of the facility is determined by the changes in family dynamics. This is on the basis that Americans are less and less able and less willing to be primary caregivers of their aging parents. The target market is on the basis that fewer at home caregivers are available and thus expectations have shifted dramatically. Allen (2008) says that “Rose park is positioned to meet the needs of aging persons who need assistance formerly provided by their children in a multi-generational family home setting” (p. 75).
The target market for this facility will be determined by how the management delivers its services primarily under a social model compared to the more institutionalized heavily medical model of the skilled nursing facility. The facility will be more homelike than the nursing facility which must meet more extensive construction requirements. The target market for Rose Park will be segmented by demographic characteristics with features such as age, family size, sex, educational level, occupation, and religion (Allen, 2008). The facility will also target individuals who are by nature gregarious and thrive on extensive personal interactions. Allen (2008) also noted that target market for Rose Park will be influenced by behavior tendencies such as benefits sought such as life care benefits, user status within age limits and able to pay. Readiness stage will also influence the target market because of issues related to persons over a certain age, retired and actively seeking a caregiver.
The target market is also influenced by the factors such as when independent living no longer becomes an option. The Rose Park will provide a homelike environment with private units furnished by the residents approaching to the degree possible, the comfort, and independence and privacy aspects of a single family residence. Rose Park is a large facility since it can accommodate above 30 residents. It will target seniors not in nursing facilities of the age between 75 and 85 years, and potential transfers from nursing facilities and the age between 75 and above 85 years.
Rose Park is expecting to face competition from existing and emerging new entrants. Ferrell & Hartline (2008) in order to critically analyze competition a SWOT analysis should be conducted to help the marketing team to identify both internal and external issues that may affect the running of Rose Park. The internal strengths of Rose Park include abundant financial resources, economies of scale, lower costs as compared to other facilities, better marketing skills, superior services, good distribution skills, and committed employees. The brand Rose Park is respected by other facilities due to its image and superior management talent.
Rose Park is faced with internal weaknesses such as weak spending on research and development, internal operating problems, poor marketing skills and promotional activities. On the other hand Rose Park faces external opportunities which include rapid market growth, complacent rival firms, changing customer services needs in facilities, new service discoveries, demographic shifts, changing distribution needs, and other institutions seeking alliances.
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The facility will face external threats from its competitors. These factors include entry of foreign competitors, introduction of substitute new facilities, services life cycle in decline, changing customer needs in terms of service delivery, rival facilities adopting new strategies, increased demographic shifts, and economic downturn. Ferrell & Hartline (2008) indicated that Rose Park competitive advantage can be achieved through determining the real difference with its competing firms. This means that Rose Park competitive advantage will stem from real strengths possessed by the firm or in real weaknesses possessed by rival firms. Competitive advantage of Rose Park can be based on perception other than reality.
In order to gain a competitive advantage above other facilities, Rose Park should employ a number of strategies such as operational excellence, services leadership, and customer intimacy. Rose Park should keep high levels of operational excellence which include aspects associated with low cost operations, total dependable service delivery, and expedient customer service. Ferrell & Hartline (2008) says that the common attributes that Rose Park should focus on is ensuring delivery of compelling value of services through the use of low prices, standardized services. The management should ensure that it has a information system geared toward capturing and distribution information.
Frolik (2006) says that Rose Park will beat its competitors through ensuring that it provides outstanding services such as three meals a day served in a common dining area, housekeeping services, transportation, and assistance with eating, bathing, dressing, toileting, and walking. The facility will ensure that there is access to health and medical services, 24 hour security and staff availability, emergency call systems in each resident units, health promotion and exercise programs, medication management, personal laundry services and social and recreational activities.
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The features of the products/services offered at the senior living facilities include:
Accessibility: the facilities are easily accessible by the senior’s significant others since they are located in the outskirts of the city under serene environment. They also have expedited access to hospitals in case the services of a specialist are urgently needed by the residents.
The facilities are handicap accessible since the indoor settings are handicap friendly. Walking surfaces are flat with no steps or stair cases and surface alterations that could cause tripping or difficulty for people using wheelchairs, walkers, canes or other assistive devices. This is mainly to promote independence among the residents as they get used to relying on themselves to carry out various activities.
Personalization of the resident’s room: the residents can be allowed to have wall hangings, photos of their friends and significant others on the walls of their rooms as this enable them to maintain the connection with their families even if they are no longer living with them. Thus the feeling of abandonment by their families is gotten rid off since have psychological satisfaction and feel at home in the senior living facilities.
The senior living facilities including the assisted living and the skilled nursing facilities have call buttons or emergency pull cords to contact staff should assistance be required by the residents.
Social and recreational activities: outings and retreats are organized on a weekly basis. Since the residents congregate daily during meals or other activities, opportunities for socializing are provided thus isolation is usually avoided. Gyms are available where exercise and wellness programs are emphasized by the staff that assists the seniors.
Group counseling sessions: counseling is at the core of elderly care. This is because the elderly people find it difficult to accept the changes they are experiencing in their bodies and also social networks. The number of friends usually decreases as a result of death or the societal withdrawal from the aging people. Hence group counseling sessions monitored by professionals are held on a weekly basis where the residents learn from the experiences of one another.
Opportunities are provided for the reinforcement of the resident’s hobbies and interests so that they age gracefully without having to get rid of their cherished hobbies. For instance, there is a garden at the senior living facility for those who have interests in gardening.
Security at the facility premises: round the clock security is provided at the facilities so that the safety of the residents is fully secured. This is made possible by the adequate security staff, alarms, and accessible exits in case of emergencies such as fires.
The facilities are adequately staffed to provide assistance with eating, bathing, dressing, going to the bathroom, and walking. Housekeeping services, laundry services, and meal preparation are provided at an attractive fee apart from the monthly rent paid for the facilities. This is especially the case for residents in the assisted living and skilled nursing care
The services and care provided by Rose Park will be adequate for the needs of a frail older person and so forestall a move into a more institutionalized, routine and expensive nursing home. The services offered by Rose Park will range from providing temporary post hospitalization residence and for short-term respite care for families who care for an older person. Frolik (2006) says that Rose Park should avoid admitting bedfast individuals because such individuals require a degree of health care that can be provided only in a licensed nursing home.
Individuals will move into the facility when they have an impairment of mild dementia with the understanding that as the disease progresses the facility will be able to provide the greater level of care required. Rose Park will have a special floor or wing devoted to the care of cognitively impaired individuals. The facility will also segregate the more severely demented and ensure that they do not wander away and also protect the other residents of the institution from unpleasant interactions. Frolik (2006) says that if the dementia or other mental impairment becomes so severe that the resident is consequently bedridden, the facility will insist that they be taken or transferred to a nursing home where appropriate care can be provided.
Consequently, Rose Park will take care of individuals with problems in their daily lives or those with deficits in the activities of daily living. The facility will set of indicators used by geriatricians and gerontologists as a measure of individual’s ability to care for themselves. Some of the activities of daily living Rose Park will put into consideration before admitting customers will be the ability to dress oneself, the ability to feed one, shower and bathe without assistance, get in and out of bed and chair without assistance, and voluntary control of the bowel and bladder and finally the ability to effectively use the toilet.
Another important aspect is that residents will live in apartments. Rose Park facility does not offer shared units. The units will be small and will not have cooking facilities beyond a small refrigerator, a microwave, oven, and a sink. For independent living residents they will be required to furnish their units, with the result that the units will be filled with furniture, family pictures, and precious mementoes. The facility will have a dining room which it will serve the residents all their meals and have common areas such as a main lounge, craft rooms, and a reading room with magazines (Frolik, 2006).
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In addition, Rose Park will provide custodial care in the form of assistance with bathing, grooming and dressing. Frolik (2006) says that such facilities will certainly have 24 hour nursing oversight as well as other licensed staff such as dieticians. Particularly the facility will try to ensure that the residents regularly take their prescription drugs besides providing Medicare-reimbursed physical or other therapies both for its residents and for nonresidents. When entering Rose Park facility, the resident will sign a contract under which the facility will agree to provide room, board, and specified services, while in return the resident will pay the monthly occupancy fee (Frolik, 2006). The facility will also charge entrance fee which can be equivalent to two months’ rent and will be refundable or applicable to the final month of services.