Establishing the Context
Antelope valley medical center, Lancaster, California has been working hard since 2015 to build a respectable image and reputation for itself in the field of elder care, and the certification authority for home care services. Therefore, the proposed service in question for Antelope valley medical center is live-in care cardiac and stroke center. The purpose of this marketing push is to resurrect and get the business’s live-in services back up and running. The following are some potential goals for marketing:
Goal 1: Establish an interest in opportunities that are seeking live-in home care service with the help of three different media: i) by generating and posting short 1-minute videos with specifics about the services advertisements on the agency’s social media pages for online users; ii) by printing brochures with data from the social media add and mailing them to previous customers, potentials, and senior residents in the Atlantic County area; and iii) by requesting reviews and testimonials from both past and current customers of the agency
Goal 2: Strengthen existing ties with health care providers, such as physicians, nurse practitioners, and social workers, to guarantee that information regarding this service is always at the top of their minds when patients are being discharged from the facility. This would be accomplished by frequent trips to these locations to monitor and remind employees.
Goal 3: Find certified home health aides (CHHAs) keen to work as live-in caregivers cardiac and stroke center and have them trained. This goal is vital to this business’s success since it will give the customers the exact level of professional service we already deliver.
Through the compassionate care and services rendered by licensed home health aides, the organization strives to fulfill its purpose of enabling elderly people to continue living independently in their own homes for as long as possible. Since the agency already provides the necessary care for its hourly and shift clients, its purpose, vision, and values will be aligned thanks to these three marketing goals.
Industry Segment
Demographic: The live-in service’s primary target markets are urban areas populated by people of color. People who require healthcare services and products are Antelope Valley Medical Centre’s customers. This demographic pattern includes anyone who lives or works in California. Currently, the population of Lancaster, California, is 528,000 people (U.S. Census Bureau, 2022). Black or African Americans (Non-Hispanic) make up 49.54% of the population in Lancaster, California. The typical age is 34, and the median income is $70,646 (U.S. Census Bureau, 2022).
Market Size: Due to the increasing elderly population, the home healthcare market was worth an estimated $142.9 billion in 2022 (Thomas & Thomas, 2022).
Psychographic: The market segment will be African Americans in urban areas with generally positive views toward in-home care. In-home caregiving is often perceived as a valuable service that enables the elderly to continue living independently in their familiar communities despite physical or mental impairments and helps reduce loneliness and isolation (Frochen et al., 2020).
Regulatory Influences: Federal regulations like the Affordable Care Act (ACA), a federal law that significantly impacts the healthcare sector. The ACA establishes minimum standards for health insurance coverage and creates new insurance marketplaces, among other things. Besides state regulations, for example, California has its own set of rules for the healthcare sector, including licensing requirements for healthcare providers, insurance requirements, and oversight of healthcare facilities.
Health risk segment: Marketers can use health risk segmentation to identify the kinds of health services most appropriate for a given group. In this scenario, black people with chronic health disorders such as diabetes, high blood pressure, and obesity who may require more services, and individuals over 65 are at risk from immunization.
Payer mix: This refers to the distribution of health insurance coverage among various sources, such as private insurance, Medicare, Medicaid, and uninsured patients. As of 2021, the largest sources of health insurance coverage in California were private insurance (43.3%) and Medicare (27.1%) (Radulian, Cetina & Manea, 2022). Medicaid, the government-funded insurance program for low-income individuals, accounted for 15.7% of insured residents, while the remaining 13.9% were uninsured (Radulian, Cetina & Manea, 2022).
Key Success Factors: Implementation of Antelope Valley Medical Centre share point, SharePoint document management system, and SharePoint automatic workflows are among the vital success factors. Chronic diseases, which require long-term care, are becoming common and are the primary driver of demand. The first generation of carers, often adult children, is increasingly tasked with caring for their aging parents (Bott et al., 2019). As a result, aging seniors who require assistance are increasingly forced to rely on in-home health aides, although this population subset is dwindling.
Another important factor is receiving out-of-pocket payments on a regular basis. The customer would have paid into a private insurance plan for long-term care before retiring. According to Fathollahi-Fard et al. (2022), Medicare does not pay for homemaker services (errands and light cleaning) or aid with personal care (bathing, dressing, toileting). Clients would be expected to pay for these services out of their own pockets.
Target Markets
As indicated, a large number of senior citizens in the United States leave the labor force daily. Nevertheless, a target clientele may still have a lot to provide even after retiring from the workforce, given that they have a severe medical condition that necessitates assistive care (Valente et al., 2022). Primary clients aged 65 and over who reside in Ventnor, Margate, Egg Harbor Township, Linwood, Galloway, Absecon, and Pleasantville are included in the target market.
The preferences of the consumers, namely the elderly that have at least one chronic illness requiring assistance with supported daily living (ADL), would include activities around the clock from a qualified caregiver. A typical behavioral pattern for the patients stems from most common conditions such as macular degeneration, mild cognitive impairment, diabetes, high blood pressure, or chronic obstructive pulmonary disease (Feuerstadt et al., 2022). The target consumers are those who reside alone.
Market Analysis
SWOT Analysis
The SWOT analysis for Antelope valley medical center and its live-in service cardiac and stroke center is as follows:
Competitor Analysis
The analysis that follows focuses on one of Antelope valley medical center’s competitors, Monte vista medical center. This organization provides care and assistance to all people regardless of age. The state licensed the facility to provide medical services, located at 44439 17th St W, Lancaster, CA 93534 (Monte Vista Medical, n.d).
Bigelow Family Home Care is a home care business licensed by the state of Los Angeles and is a second competitor in the home care services industry. Bigelow Family Home Care is located at 4225 10th St. W Suite 101, Lancaster, CA 93551 and offers personal care services (A Place for Mom, n.d).
Market Analysis: Market Position
Antelope valley medical center is clearly in a stronger position in terms of corporate status than the other two agencies after a comparative analysis of their respective strengths and weaknesses. Nevertheless, for the organization to successfully offer live-in services at cardiac and stroke centers to the market that it has identified as the ideal demographic, it would be to its best advantage to understand the live-in market. In light of the fact that some of the company’s rivals already offer this service, the business would need to thoroughly evaluate its SWOT analysis to develop and implement a marketing strategy that is likely to be very effective.
References
A Place for Mom. (n.d). Bigelow Family Home Care. Web.
Bott, N., Wexler, S., Drury, L., Pollak, C., Wang, V., Scher, K., & Narducci, S. (2019). A protocol-driven, bedside digital conversational agent to support nurse teams and mitigate risks of hospitalization in older adults: Case control pre-post study. Journal of Medical Internet Research, 21(10), e13440. Web.
Fathollahi-Fard, A. M., Hajiaghaei-Keshteli, M., Tavakkoli-Moghaddam, R., & Smith, N. R. (2022). Bi-level programming for home health care supply chain considering outsourcing. Journal of Industrial Information Integration, 25, 100246. Web.
Feuerstadt, P., Nelson, W. W., Drozd, E. M., Dreyfus, J., Dahdal, D. N., Wong, A. C., Mohammadi, I., Teigland, C., & Amin, A. (2022). Mortality, health care use, and costs of Clostridioides difficile infections in older adults. Journal of the American Medical Directors Association, 23(10), 1721-1728. Web.
Frochen, S., Rodnyansky, S., & Ailshire, J. (2020). Residential care in California. Journal of Maps, 16(1), 138–143. Web.
Monte Vista Medical. (n.d.). What we believe and what we do. Web.
Radulian, A., Cetina, I., & Manea, N. (2022). Particularities of marketing application in medical services. Research & Science Today, 23, 51.
Thomas, R. K., & Thomas, R. K. (2022). Health services demand and utilization. Health Services Planning, 91-114.
U.S. Census Bureau. (2022). QuickFacts: Lancaster city, California. Census Bureau QuickFacts. Web.
Valente, J., Bundy, R., Martin, M., Palakshappa, D., Dharod, A., Rominger, R., & Feiereisel, K. (2022). Evaluation of “Care Plus,” A multidisciplinary program to improve population health for patients with high utilization. Journal of Public Health Management and Practice, 29(2), 226–229. Web.