Marketing Proposal for a Nursing and Rehab Center

1 Marketing Proposal for Nursing and Rehab Center Evaluation of the potential impact of the updated facility and new therapy services on potential improvements in patient satisfaction and developing new marketing share Sunny Manor is better prepared for a market that shortly exhibits a lot of potential. It is apparent that the nearby city has an aging population, and more retirees will be there in a few years. These are some of the target clients that the company is focusing on. Capacity for the facility has been enhanced; therefore, there is a very high likelihood that the organization's ability will be commensurate with the increasing demand for the facility’s service. The updated facility and the new therapy services are likely to lead to improvement in the satisfaction of patients and the development of the new market share. Innovation is going on, which is tailored towards improving overall patient satisfaction.

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2 The new therapy services will also put the facility at a new level. Generally, innovations in healthcare technology are more likely to revolutionize the patient experience. This has been proved for the case of facilities that are said to use interactive tools that are likely to improve way-finding and reduce stress for patients and visitors, to real-time location service technology that improves patient flow and reduces wait times. Even though there is some competition, the new therapy services will likely give the organization an upper hand, or rather, a competitive advantage. The competing facilities are very reluctant to be offering these kinds of services. The upgrade and the new facilities will also personalize the patient experience. The clients want to be comfortable during their stay at the facility and want their needs to be met. This implies that giving them a personalized experience will help in achieving this. The new therapy services are more likely to be tailored towards giving these clients a more personalized experience (Morgan, Whitler, Feng, & Chari, 2019). Having additional rooms which are more spacious was a bold step towards improving the experienced of the prospective customers.

Customer satisfaction will also depend on the services that are provided in the rooms.

Given that the target customers are the elderly, comfort is important. In general, sincere and consistent behavior is the best way to improve patient satisfaction. The facility will be required to consider daily themes focused on patient satisfaction to encourage the highest service delivery.

The facility will guarantee such a level of care and service provision, hence improved patient satisfaction. Improved patient satisfaction guarantees a higher market share. Since the facility has been in existence for a while, it is better known and can easily the new facility and services, and easily penetrate the target audience (Vrontis, Christofi, & Katsikeas, 2020).

Plan for communicating with the community better through social media by connecting Sunny Manor to the residents of Sunny Beach through digital marketing

3 There will be the need to know the audience to communicate and reach out to the target audience. In this case, there will be the need to target the senior citizens aged 55 years and above. Even though they are not aggressive on social media, they can be found on platforms such as Facebook. The demographic characteristics of the audience have been identified. The ideal customer's typical buying habits and engagement patterns are also identified. The ideal customers' occupations (most are retirees) and those who need rehab services are also brought into perspective. The motivation factors that are likely to help them garner the products will also be put into perspective to gain insight into why these senior citizens are likely to be motivated by Sunny Manor's nursing home services.

The next step will be to try and know user demographics across the social network. Given that the organization now knows the target audience by analyzing the various constituent factors that create a buyer persona, there will be the need to find the ideal customers online across social networks. Suppose the nursing organization intends to catch up with people belonging to the most diverse demographic categories or no categories at all. In that case, Facebook is the largest and most mainstream of all social channels will be the most appropriate way to go. The nursing home should consider using fewer social platforms rather than targeting too many. Initially, the marketing team will have to focus on two platforms and escalate to two more (Thomas, Kureshi, & Vatavwala, 2020). Two to four platforms are enough for a brand presence and targeting audience.

How ongoing research into the community will help Sunny Manor stay ahead of the competition and well connected with community There will be the need to do extensive research for Sunny Manor to know the existing and potential customers to make your social media presence shine through; there will no longer

4 be the need for traditional market research for this. There are available survey data and research reports on social media, which can help one know about the target audience's social engagements and interactions. A checklist of what one needs to know through customer research includes the following: checking on the social page of the competitor to have an idea of the channel users are most engaged with, the amount of engagement and frequency of posts related to this, and the social media platforms that the target customers are using, among the other aspects (Englund et al., 2020). This will help the organization craft a strategy that will put it ahead of the competitors.

The research will allow Sunny Manor to analyze their competencies relative to its competition. Profiling their competitors with advanced research analytics is one of the best methods of market research to gain a competitive advantage. Analyzing your competition allows you to identify and emphasize your relative strengths to stand out in your customers' minds in any number of competencies, whether price, quality, or service.

Market research will help Sunny Manor to test for success. They will be in a better position to judge whether the new services for therapies will be able to connect to the customers.

Research happens to be the cost-effective way to help them test out ideas before deciding to go full throttle with them. Through the metrics generated, Sunny Manor will see which concepts, campaigns, and messaging are resonating best with the target customers. Market research will ensure success and save money for the business.

Again, the research will help in ensuring the relevancy of Sunny Manor. This business has been in existence for a while, and there is a likelihood that its brand could be fading. All businesses need to anticipate and react to change to remain relevant to remain successful. By researching the evolving needs of consumers and analyzing your competition’s reactions, Sunny

5 Manor will be securing longevity and relevancy in the market. Market research allows business owners to stay innovative and successful and change with the times, hence remaining very competitive and relevant from the patients' perspective (Grewal, Hulland, Kopalle, & Karahanna, 2020).

Sunny Manor will leverage marketing research by establishing the viability of a product or service. If Sunny Manor is planning to ring a new service to the market, there will be the need to establish whether the market is open to it or not. As such, some of the important questions that they will be asking themselves include whether the therapy services and home services will be needed by patients that are being targeted. There will be the need to ascertain whether it will be viable and its potential to succeed. It will also be crucial in anticipating and discovering future market trends. By taking into perspective the market and the trends that are arising in the future, Sunny Manor will be able to develop strategies that can help counteract any downward trend that is likely to affect Sunny Manor. The upward trend will, in turn, be utilized to progress Sunny Manor. When it comes to keeping Sunny Manor ahead of the competitors, comparative studies will be great for tracking the competitors' progress compared to Sunny Manor's progress. If they are moving ahead of Sunny Manor, it will allow them to learn what they are doing differently.

Business strategies can be developed to move ahead of the competitors.

When it comes to strengthening the relationship with the customers, research will help decide the best marketing strategy and understand the existing customers. It will be used to determine what channel or medium is the best way to reach senior citizens who need home services and the therapy services Sunny Manor is now bringing on board. If you can discover that your customer base frequents a certain medium more than another, it stands to reason that your efforts should be focused there and not somewhere else. Engagement with the customers is

6 further enhanced by understanding the existing customers (Grewal et al., 2020). Market research will help to understand the existing customers on a deeper level. Sunny Manor’s clients are complex, and what they have needed before may not be what they need now. For Sunny Manor to connect better with the community, they should be able to check the customer's pulse more regularly. As such, Market research also helps to establish customer satisfaction levels. If Sunny Manor discovers their low satisfaction levels, they can find out why and fix it. If it is high, they can establish why they are high and learn how to maintain that level.

Proposed research design model including all the key elements of the research design The research design will follow the following: First, there will be a problem definition. In this case, the problem is reaching out to senior citizens aged between 50 and 70. The research will also be looking to find whether the tastes and preferences of these senior citizens are well aligned with the therapy services and the new facility that is in place, which has more capacity. The process will involve discussion with the decision-makers, interviews with industry experts, analysis of secondary data, and perhaps, some qualitative research, such as focus groups (Grewal et al., 2020). Other steps will be fieldwork and data collection, analysis, and report preparation and presentation.

The next process will be the development of an approach to the problem. This process will be guided by discussions with management and industry experts, case studies and simulations, secondary data analysis, qualitative research, and pragmatic considerations. The ultimate goal is to ensure that specific avenues that can help leeway to the market are well tapped and help reach the target clients (Moon & Shugan, 2020).

The next step will be the research design formulation. In this regard, there is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for

7 obtaining the required information. Its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making.

Assessment tool and implementation plan (Plan-Do-Study-Act [PDSA]) When it comes to planning, there will be the need to recruit a very cognizant team of the marketing dynamics, especially for the variable senior citizens. First, there will be the need to draft the aim statement, followed by a description of context and process. Next, describe the current context and process, and gather more details (Thomas et al., 2020). The problem should then be described in detail, and then the causes and alternatives identified.

In the Do step, the team will implement the action plan. They should base this on all the data gathered. This will entail aspects such as the specific locations where the target customers are located, inquiring about their preferences as far as service provision is concerned.

Models and/or tools that will be used to evaluate the effectiveness of the development teams' efforts on an ongoing basis The best way to evaluate progress will be to check the investment return. Even if the efforts are helping Sunny Manor achieve its goals, they can be unsustainable if the cost is more than they make. Therefore, there will be the need to evaluate the cost of each campaign and the campaign's profits to determine the return on investment (Donthu, Kumar, & Pandey, 2020). The use of questionnaires can also help the customers to give some feedback as far as service delivery is concerned. The number of reviews on social media and the frequency of the new admissions at the facility can also help evaluate the effectiveness.

8 References Donthu, N., Kumar, S., & Pandey, N. (2020). A retrospective evaluation of marketing intelligence and planning: 1983–2019. Marketing Intelligence & Planning. https://www.emerald.com/insight/content/doi/10.1108/MIP-02-2020-0066/full/html Englund, T. R., Hedrick, V. E., Duffey, K. J., & Kraak, V. I. (2020). Evaluation of integrated marketing communication strategies used for the Fruits & Veggies Campaign in California and Virginia. Preventive Medicine Reports, 18, 101062. https://www.sciencedirect.com/science/article/pii/S221133552030022X Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8. https://link.springer.com/article/10.1007/s11747-019-00711-4 Moon, J., & Shugan, S. M. (2020). Nonprofit versus for-profit health care competition: How service mix makes nonprofit hospitals more profitable. Journal of Marketing Research, 57(2), 193-210. https://journals.sagepub.com/doi/abs/10.1177/0022243719901169 Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29. https://link.springer.com/article/10.1007/s11747-018-0598-1 Thomas, S., Kureshi, S., & Vatavwala, S. (2020). Cause-related marketing research (1988– 2016): An academic review and classification. Journal of Nonprofit & Public Sector Marketing, 32(5), 488-516. https://www.tandfonline.com/doi/abs/10.1080/10495142.2019.1606757.

9 Vrontis, D., Christofi, M., & Katsikeas, C. S. (2020). An assessment of the literature on causerelated marketing: implications for international competitiveness and marketing research. International Marketing Review. https://www.emerald.com/insight/content/doi/10.1108/IMR-07-2019-0202/full/html