Marketing Plan for a Hospital-Associated Marketing Plan

Goals and Objectives

The primary objective of the assisted living facility is to provide a high quality of medical and support care to the maximum number of patients/consumers as is possible without experiencing a downturn in this quality of care, while maintaining a comfortable level of profitability for the facility's external stakeholders. The facility will become an asset to the hospital to which it is attached, rather than simply another branch of the larger hospital institution in need of the medical services this hospital provides. Along this same line, it is an objective of the facility to remain semi-independent in its operation and financial growth from the hospital at large; though financing and operations will be necessarily mixed for reasons of both practicality and efficiency, the operation of the assisted living facility as a semi-independent organization will increase the quality and innovation achievable within the assisted living facility to a large degree (ALFA 2010; AARP 2010).

Several short-term goals can be set in order to achieve these long-term objectives. The hiring of creative and experienced administrative, medical, and support staff through a rigorous regional and national search will be the primary step in achieving the desired levels of innovation and integrity within the organization (ALFA 2010). Adequate logistical planning in conjunction with hospital administration will reduce costs and increase efficiency, allowing for both a greater quality of care and a greater profitability for the organization. Finally, marketing materials will create a strong regional awareness of the facility's offerings.

Action Program

In order to meet these goals, direct action must be taken in a series of fairly simple and straightforward steps. The search for top administrative staff will commence as soon as initial funding is secured, so that the operational design of the facility can take place with the individuals that will be running the facility already on board. Following logistical planning and a solidification of construction plans and projections, marketing campaigns should commence at the same time more extensive hiring searches are conducted and completed, building a regional awareness and presence of the organization during its construction.Emphasis on the medical capabilities and the new model for providing care to be found within the facility should dominate marketing efforts. Enrolling patients/consumers prior to operation will serve to secure and perpetuate the project into profitability quite early on.

Conclusion

First and foremost, the assisted living facility will be concerned with increasing the comfort and overall well-being of the individuals that utilize its services to any extent. In order to continue providing a high quality level of service, however, this facility must remain profitable, and it is to that end that this marketing plan has been developed and presented. The business of helping people is most effective when it is run as an effective business, an this is the intention behind the proposed assisted living facility. It is hoped that this intention is clearly presented herein.

References

AARP. (2010). "Housing." Accessed 7 June 2010. http://www.aarp.org/home-garden/housing/

AHCA. (2010). American health care association. Accessed 7 June 2010. http://www.ahcancal.org/Pages/Default.aspx

ALFA. (2010). "Growth strategies." Assisted living federation of America. Accessed 7 June 2010. http://www.alfa.org/alfa/Growth_Strategies1.asp?SnID=2

ALI. (2010). "Assisted living search." Assisted living info. Accessed 7 June 2010. http://www.assistedlivinginfo.com/search.html

ALS. (2010). "Staffing levels within assisted living." Assisted living Seattle. Accessed 7 June 2010. http://www.assisted-living-seattle.com/4_8_en.html

Ginzler, E. (2010). "Which type of housing is best for you." AARP. Accessed 7 June 2010. http://www.aarp.org/home-garden/housing/info-08-2009/ginzler_housing_choices.2.html

MALA. (2010). Michigan assisted living association. Accessed 7 June 2010. http://www.miassistedliving.org/consumers.html

Moffeit, M. (2009). "Economy squeezes assisted living." Denver post. Accessed 7 June 2010. http://www.denverpost.com/business/ci_11475890

NCAL. (2010). National center for assisted living. Accessed 7 June 2010. http://www.ahcancal.org/ncal/Pages/default.aspx

UFN. (2008). "Assisted living trends." University of Florida news. Accessed 7 June 2010. http://news.ufl.edu/2008/09/17/assisted-living-trends/.....