Marketing Strategies and Recommendations for Adult Day Care Center

This report examines the marketing plan for a newly established adult day care center located in New York City, targeting adults aged 65 and above. The center offers services such as therapeutic recreation, personal care, and transportation, reimbursed through Medicaid. The report emphasizes the importance of dynamic pricing and recommends strategies like direct marketing, 'pick-up' services, and customer referral programs to attract middle and high-income clients. It suggests focusing on building relationships with old age homes and utilizing direct marketing via mail and phone, alongside broadcast media marketing through popular radio stations like 'Hot 97 FM' to promote services effectively. The report also provides a comprehensive marketing plan, customer identification, and referral base strategies to ensure a successful business enterprise.

RUNNING HEAD: ADULT DAY CARE CENTRE
The Market Driven Planning Process
ADULT DAY CARE CENTRE

ADULT DAY CARE CENTRE 1
The essay reflects on a newly opened social adult day care located in a large
metropolitan city named New York. This is because it is the highest populated (19.97
million) metropolitan area of United States in the year 2018 (Duffin, 2019). It aims to provide
adult day care services for adult of 65 and above age group. It offers multiple services
including therapeutic recreation initiative, personal care, laundry service, and transportation
services. It is reimbursed through Medicaid-managed long term care plans (MMLTCs). It
allows the care center to avail financial return through fulfillment of social obligation.
Effectiveness in Marketing Plan
Marketing plan is a detailed description of strategies and tactics for the fulfillment of
marketing objective of a company for a financial year. For effectiveness in marketing plan,
the center has to opt for dynamic pricing. It refers to altering the price of the services as per
the change in market conditions.
Recommendations
The adult care center should raise its prices in the presence of higher demand and vice
versa. The center has to develop its unique position in the mind of the customer to excel in
the market. Therefore, it has to offer ‘Pick up’ service to its old age customers because they
usually find difficult to travel long distance. Additionally, the center should consider ‘Direct
distribution channel’ to offer its services. It will enable cost saving and assist in delivering
early service to the potential customers (Kotler, Burton, Deans, Brown, & Armstrong, 2015).
Customer identification and referral base
The social adult care center should focus on customers belonging to middle and high
income group. It will allow the center to gain fine monetary return for the successfully
operating the center in New York. In the availability of better return, the centers will able to
develop the use of quality material in delivering required service. These will assist in raising
satisfied service and good word of mouth in the market. For customer referral base, the center
should lay high emphasis on building relationship and personalizing interaction with old age
group from old age home. However, the brand should lay consistent efforts in customer
referral. This will allow the center to attract the customers towards the service.

ADULT DAY CARE CENTRE 2
Marketing strategies
The choice of right marketing strategies enables the brand to attract the large
customer base. The center should opt for ‘Direct marketing’ for the promotion of adult care
service. It refers to promoting the services directly to the customers via mail or telephone. It
is an economical marketing strategy and it will seem appropriate for the center in the
availability of limited budget. The center should share the essential information on the email
and phone number of family members of adults. Additionally, it should consider broadcast
media marketing because old age people prefer listening to radio. Therefore, it should
promote its services on ‘Hot 97 FM’ it is one of the famous radio stations of New York and it
will allow the adult day care center to directly connect to its customers (Mytuner, 2017).
Therefore, opting for the above economic strategies will assist the adult day care
center in raising its customers and laying steps towards building successful business
enterprise.

ADULT DAY CARE CENTRE 3
Bibliography
Duffin, E. (2019). Population of metropolitan areas in the U.S. 2018. Retrieved January 15,
2020, from Statista: https://www.statista.com/statistics/183600/population-of-
metropolitan-areas-in-the-us/
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Mytuner. (2017). The 10 Most Popular Radio Stations in New York City. Retrieved January
15, 2020, from Mytuner: https://mytuner-radio.com/news/2017/10/31/10-most-
popular-radio-stations-new-york-city/