Reference no: EM133313401

You currently work as a Marketing Director for Ascend Home Care. This private home health company offers nursing care and physical therapy services to the elderly residents of a medium-sized city with about 500,000 people. The neighboring town (Happy Land), with a population of 100.000 people, is about 40 miles away and has a much smaller community. However, as the population ages, this town is seeing an increase in retirees.

The chief executive officer (CEO) for Ascend Home Care would like you to market it across the region. The goal is to build a stronger relationship with the physician community and expand a broader reach to the community. The first step is to analyze and research the changing community and develop a marketing campaign for your boss, the director of development, on how to best connect with the community of Happy Land and increase referrals from New City Home Care. Develop an innovative marketing campaign that,

1. Define the target audience, determine the marketing objectives, determine resource requirements, define how the marketing message will be delivered through integrated marketing communication, specify the media plan, and discuss how the marketing campaign will be evaluated.

2. Evaluate the potential impact of the expanded facility on patient satisfaction and develop a new marketing share.

3. Assess possible methods to build rapport within Happy Land and surrounding communities.

4. Provide details on how ongoing research into the community will help New City Home Care stay ahead of the competition and well-connected with the community. Consider concepts in monitoring the changing demographics of the community and the growing healthcare sector.

References

Berkowitz, E. N. (2022). Essentials of Health Care Marketing. Burlington, MA: Jones & Bartlett Learning.