AIU Development and Strategic Planning in Healthcare Discussion

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Health Medical

American InterContinental University

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Healthcare market 2/11

You 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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Healthcare market 2/11 You 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. For a resource guide on using the online library to search for references, please click here.
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Running head: IMPLEMENTING THE PLAN

Implementing the Plan
Name:
Institutional affiliation

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IMPLEMENTING THE PLAN

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Introduction

As a private home health company, New City Home Care offers both therapy and nursing
care services to older people living in Midwestern city. The approximate population in the area is
55000, making it medium-sized. Over the past years, the organization has put in place strategies
aimed at expanding its operations to the neighboring town located 10 miles away. Despite the
population being small, the city has been continuously experiencing an increasing number of
retirees due to the aging population. The proposed expansion strategy by the manager is setting
up a satellite office in the region. The company aims to take advantage of the lack of a healthcare
facility that provides care to the elderly by being the first to set up an elderly center. The
essential factor the institution needs to consider before opening up the center is adequate
information that will enable them to understand the market. Therefore, the focus of this study
will be on the presentation of a market plan that the New City Home Care can adopt to become
successful in the new market.
The Company’s Historical Resident Trends and Current Strategic Plan
An overview of the theory's history is essential in providing a guideline about the
member’s efforts to care for the elderly. The information will also outline the changing trends in
the number and services provided to the population under study. In a community that prefers
support group services to the elderly or have a well-defined structure, setting up a residential
facility may be less beneficial to the residents. There are other instances where it is the
responsibility of the younger population to take care of the elderly, hence indicating the
importance of opening a facility to provide the necessary care. The history will also give an
insight into the approaches adopted by the elderly to survive after they retire. New City Home

IMPLEMENTING THE PLAN

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Care can use this information in determining whether the needs of the community align with
their objectives. The data will be instrumental in establishing the marketing techniques that are
likely to impact on the choice of the target customers.
Demograp...


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