Ventura Hills Group’s Marketing Plan for Elderly Case Study

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Ventura Hills Group aims to provide older people with housing and assisted care. It provides accommodation, healthcare, and other services to the elderly population. The provisions are tailored to meet the evolving marketplace as the seniors’ demands and preferences change. Ventura Hills Group focuses on maximizing older people’s quality of life through personalized and optimum care facilitation that ensures good health, safety, and compassion for the vulnerable group. Its other goal is to promote physical and mental health offered by trained, ethical, and qualified staff members. The quality of care is tailored to exceed that of competitors to earn profit and retain members. Ventura Hills Group will advise senior people on economic alternatives to pay for the needed services at the company or stay in a spacious and less personal facility while fostering optimum quality of life.

Ventura Hills Group will renovate the facility and utilize unused buildings to earn more income. The company strives to attract more customers by improving its resources. Adding more space means long-term residents will increase. The company has modest marketing goals to establish long-lasting relationships with customers. It will primarily create a waiting list of more than ten prospective customers. Doing so will enable the company to pre-screen and select clients based on the list created throughout the preceding year. The company will seize a more active marketing goal if a vacancy level exists during its operations.

Strategy

The company will utilize strategic partnerships and online marketing to meet its plans and clients’. Its website will contain a complete description of the various services provided, the company’s vision and mission, as well as the photographs of its basic facilities. Additionally, Ventura Hills will strategically position the facility into many directory listings, apart from targeting various locations for its marketing needs. Seeking strategic relationships with other companies, including referral agencies, law firms for elder care, insurance companies, senior care websites, home health caregiving, and nursing placement organizations, will enable it to reach more clients.

Ventura Hills Group will employ basic promotional strategies in its website, including search engine optimization and listings on online directories. This strategy is suitable because it was presumed that the population is well educated about the facility in the company’s market analysis. Moreover, earlier mentioned, independent living penetration analysis shows a higher penetration, accompanied by significant occupancy, revealing a balanced market (The Bank of San Antonio p. 27). This information indicates a competitive market, but it shows that the population understands the facility’s services. Therefore, the company will reduce operating costs by employing less marketing efforts, for example, in product education. However, it will ensure superior service quality and affordable hiring charges to remain competitive and attractive, promoting long-term sustainability.

Tactics

Ventura Hills focuses on associating customers with tranquility, care, and reliability. It wants its customers to view the company in terms of hospitality, trust, and dependability. Therefore, the facility appears comforting and appealing to customers, as described earlier. It will immerse clients into a setting that makes them feel at home. The property analyses show that Ventura Hills Group is an excellent and spacious facility, portraying high-quality care (The Bank of San Antonio p. 33). Further, the company will include customized informational websites to manage residents’ inquiries. It will primarily contain a description of the services provided as well as company images. Such a tactic aims to give questions and current residents a good understanding of this company’s overall idea to make informed decisions.

The company will employ local publications, yellow pages, and trade publications in its advertisements. Yellow pages are instrumental in saving costs because it is free and effective in generating business leads. Trade publications stated by the Bank of San Antonio will reach specific people, building brand recognition and establishing profitable relationships with the audience. Local publications are influential, apart from providing timely information about the facility.

Implementation

Working in a caregiving facility can be stressful, and therefore, the company will handle burnout by reducing the number of working hours, encouraging voluntary overtime work, and advising staff to participate in recreational activities. It will also reduce staff-to-patient ratios to be manageable. These steps mitigate turnover issues, burnout, and absenteeism. Ventura hills will meet its long-term goals by delivering timely services. Since it plans to renovate the facility and utilize idle buildings, the company will employ more personnel to avoid straining the current ones. In the long run, it will address emerging challenges, meet daily expectations, and attend to emergencies conveniently. The additional space will also reduce waiting times for services, attract more clients, and improve their outcomes. Timely information will be published in local newspapers, yellow pages, while others will reach its audience through trade magazines.

Performance Evaluation

The company will evaluate its deliveries based on five domains. First, it will analyze its person-centered care through interviews and questionnaires delivered to clients, staff, and outsiders. They will also observe its facility to evaluate its services’ processes, structures, and results. The questionnaires will contain a quantitative scoring strategy form “see table 1” to assess its performance.

Table 1: Ventura Hills Group Quantitative Evaluation Strategy

ItemScore
Care reliability0-2, where 0 implies poor reliability, 1 means fair, while 2 represents good with higher reliability coefficients.
Criterion validity0-2, where 0 indicates poor reliability, 1 means fair, while 2 represents good with higher reliability coefficients.
Utility0-2, where 0 implies poor quality and no potentially actionable items, 1 means suitable with a potential to improve, while 2 represents good with higher reliability coefficients.
Ease of access and usage0, and 2, where 0 implies poor, and training is time-intensive, while 2 means good with ease of training clients and personnel.
Benchmarking for long-term facilitation0-2, where 0 implies no benchmarking, 1 means fair with benchmarking plans, while 2 represents the presence of benchmarks.

Regarding medication management, as the company will liaison with clients’ family members, it will use chart abstraction and questionnaires delivered to the staff members to evaluate the processes tailored to manage treatment and assess the outcomes. The staff will evaluate drug administration knowledge, treatment reconciliation, prescription appropriateness, physical activity, and clients under different categories. The expected results include resident physical function, which is assessed through mobility improvements, patient satisfaction, participation in psychosocial events, and the level of psychosocial well-being, evaluated through their reduction in depressive symptoms. Ventura Hills Group will assess structures, processes, and outcomes related to the workforce through record abstraction and the questionnaires mentioned earlier. Performance factors, in this case, include staff-to-client ratio, turnover rates, and consistency in completing assignments. The company will assess overall care coordination through the customers’ participation in various transition planning and communication programs.

Work Cited

The Bank of San Antonio. Appraisal Report. Seniors Housing & Healthcare, 2020, Web.

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