HCM 325 Final Project: Healthcare Strategic Marketing Proposal

This report presents a comprehensive strategic marketing proposal for "Always with Love & Care Adult Family Home", a healthcare organization specializing in aged care services. The proposal begins with an introduction detailing the organization's mission, vision, and services, focusing on long-term aged care as its core offering. It then establishes the context by outlining marketing goals, analyzing the industry segment (demographic, geographic, behavioral, and psychographic), and identifying the target market. A thorough market analysis follows, including a SWOT analysis, competitor analysis (Hillwood Senior Care and Advanced Health Care), and the organization's market position. The marketing strategies section proposes promotional techniques, including public relations, local television advertisements, and social media campaigns, along with the resources needed and key performance indicators (KPIs) for evaluation. The report concludes with recommendations to help the organization attract more customers and align with its mission, vision, and values. The proposal references relevant academic literature to support its analysis and recommendations.

Running Head: HEALTHCARE STRATEGIC MARKETING PROPOSAL 1
HEALTHCARE STRATEGIC
MARKETING PROPOSAL
HCM 325 Final Project
Student Name:
Student Number:
Professor Name:
Date:
Table of Contents

HEALTHCARE STRATEGIC MARKETING PROPOSAL 2
I. Introduction.............................................................................................................................3
II. Establish the Context.............................................................................................................4
III. Market Analysis...................................................................................................................5
IV. Marketing Strategies............................................................................................................6
V. Conclusions...........................................................................................................................6
References..................................................................................................................................7

HEALTHCARE STRATEGIC MARKETING PROPOSAL 3
I. Introduction
Development and implementation of a healthcare marketing proposal requires
aligning with the organisation’s values, systematic inquiry with applied, strategic thinking.
For the purpose of developing strategic marketing proposal, the selected organisation is
“Always with Love & Care Adult Family Home”. The organization based in Kent, WA, USA
caters to aged care of different types. Its mission is, “caring for their residents as a member of
own family”. Its vision includes, “to provide long-term and best aged care in WA”. Its major
products and services consists of providing nursing and speciality care to the aged people.
The marketing initiatives for specific service is long-term aged care. This consists of
the core product for the organisation hence this service has been selected for marketing. The
current issues with the service is lack of marketing, which is gradually decreasing its market
share. Marketing initiatives can assist in increasing its market share in the area.
The relevance knowledge which primary customers requires for the purpose of
marketing of the healthcare consists of speciality of family-based environment and love with
care assistance provided to the aged at the centre. Secondary customers need to know that the
centre provides care at a competitive rate as compared to other healthcare services in the
region.
The importance of the four “P” consists of, product/service, which is the aged care
service provided at the centre (Balogun & Ogunnaike, 2017). Price of the service is
competitive as per the healthcare industry standards. The place at which the service is offered
is also central and easily accessible. The promotion for the service is almost absent and only
word of mouth marketing and referrals is present.

HEALTHCARE STRATEGIC MARKETING PROPOSAL 4
The relevant drivers of demand for marketing the healthcare service is the exclusive
care rendered to aged people. The demand factor is mainly driven by past records of highly
satisfied customers.
II. Establish the Context
The marketing goals for the organisation is as follows;
 To promote the services of the organisation amongst maximum people in the area To create awareness and brand name of the organisation by carving out its niche To carry out marketing activities over social media platform at most cost-effective
rates
Analysing the industry segment for the healthcare service as follows;
1. Demographic Segment: The service is for consumer aged 60 years old and above,
for both genders male and female. The income segment targeted at is middle
income and high-income group for the service.
2. Geographic Segment: The centre can cater to service in the Kent, WA area, hence
consumers from the region or nearby region can apply.
3. Behavioural Segment/ Health-status segmentation: Aged people living alone can
resort to this service or aged people will illness requiring continuous care. Working
people with aged parents, who wants their parents to get speciality care can opt for
this service.
4. Psychographic Segment: Aged people who feel unsafe to reside by themselves or
people with aged parents who feel unsafe regarding their parents.
Key Success Factor for this service is to render care in a safe manner with reducing harms to
patients or aged people (Kumar, Jacob & Thota, 2014).

HEALTHCARE STRATEGIC MARKETING PROPOSAL 5
Target market segment consists of aged people or patients requiring continuous care in Kent
region of aged 60 years and above from middle income group.
III. Market Analysis
SWOT for the organisation;
Strength
 Service with love and care by
healthcare professionals
 Presence of nurses and visiting GP
Weakness
 Not enough number of rooms to
accommodate many clients
 Lack of financial resources
Opportunity
 Expand service by acquiring
neighbouring building
Threat
 Rising healthcare costs
Competitors: Hillwood Senior Care and Advanced Health Care is providing similar service
and their strength and weakness is as follows;
Hillwood Senior Care:
Strength: Presence of in-house GP, large space of the service, lots of supporting health staffs
Weakness: no promotion for services, care not provided in professional manner, not
compliant with legislation
Advanced Health Care

HEALTHCARE STRATEGIC MARKETING PROPOSAL 6
Strength: located centrally, provides care for home, presence of large number of nursing
staffs
Weakness: lack of tie-up with other healthcare centre, lack of adequate financial resources, a
smaller number of rooms
Organisation’s market position drawing from above SWOT is third. As there are a number of
competitors offering similar services for example, competitor has greater number of rooms.
IV. Marketing Strategies
Marketing promotional strategy for the service will include traditional marketing
techniques. Such as increasing public relations, conducting advertisement on local television
channels and direct marketing. There will be social media campaigning as well for attracting
target customers (Hewitt, 2011). This combined strategy will help attract target customers.
Resources needed for the proposed strategy is advertisement vendor. This will incur
direct expenses of paying the vendor $200 as monthly advertisement expense.
Metric for evaluating marketing proposal will be KPI (key performance indicator) which
will measure the number of applications after starting the promotion (Ben Ayed & El Aoud,
2017). This KPI will be monitored and data interpreted on monthly basis.
V. Conclusions
The proposed recommendations will help get more customers for the organisation
which in turn will support the mission, vision, and values of the healthcare organization.

HEALTHCARE STRATEGIC MARKETING PROPOSAL 7
References
Balogun, B., & Ogunnaike, O. O. (2017). Healthcare Organisations in a global marketplace: a
systematic Review of the literature on healthcare marketing. Journal of Marketing
Management and Consumer Behavior, 1(5). Accessed from
<http://eprints.covenantuniversity.edu.ng/id/eprint/12792>
Ben Ayed, M., & El Aoud, N. (2017). The patient empowerment: A promising concept in
healthcare marketing. International Journal of Healthcare Management, 10(1), 42-48.
Doi: 10.1080/20479700.2016.1268326
Hewitt, A. M. (2011). Aligning Social Media, Social Networking and Social Marketing:
Engagement as the Key to Healthcare Marketing. Proceedings of the Northeast Business
& Economics Association.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Australia:
Pearson Higher Education AU. 9th Edition.
Kumar, N. P., Jacob, A., & Thota, S. (2014). Impact of healthcare marketing and branding on
hospital services. International Journal of Research Foundation of Hospital & Healthcare
Administration, 2(1), 19-24. Accessed from <http://eprints.manipal.edu/id/eprint/139472>