Plaza Home Health Services - Assignment Example

Plaza Home Health Services uses marketing communication efforts to provide the right consumers with right messages at right time. This will improve the customer satisfaction. This enables the communication objectives to be in line with the marketing strategy. The main aim of their marketing communication is defining their audiences. They should not exclude any audience but should prioritize them on the basis of their immediate and emerging needs. For example, Plaza Home Health Services will not target physicians for employing on a large scale basis but they should target one personnel to serve as a brand ambassador of their products and services. They solidify their reputation through the marketing communication messages. They use multi-channel delivery of their messages like email, web, social media, SMS, chat, print media and phone. They basically use high volume mail and print media together with outcome based pricing so as to help reduce the postage and print expenditure. The families of the patient are provided with good information so as to make intelligent healthcare decisions for their loved ones. They have launched The Plaza Health Care Cafes which is an information and education resource program. The brand identity of Plaza Health Care is good. It h received 5 star ratings from the U.S. Government Department of Health and Human Services. They have received the award because of outstanding rehabilitation therapy and excellent nursing care provided to their patient. They are committed at proving the healthcare services at the same quality, and they try to seek cutting edge programs and innovation. Their rehab therapists are equipped with state-of-art rehabilitation equipment. Many people all around the world have been benefitted from this session. Their award winning rehabilitation and skilled nursing network in Florida is dedicated at getting their patient back home. This shows that their brand identity to the consumers is good. They provide excellent healthcare services to their patients at affordable rates. Brand Position is the way a brand have occupied a place in the market. It shows the way the company uses traditional marketing strategies to give the brand an edge over its rivals. The Plaza Home Health Services mainly targets the elderly individual in the United States. Their main goal is to cut cost so as to keep the individual at home as long as possible and assist them in living. The senior population of US continues to rise as many of them reach 65. They mainly target senior citizens who can have already faced surgery, stroke or other crisis. Hence they provide such individual with such skilled nursing care to move them back to home from hospital. Their goal is to help the elderly persons in developing maximum ability and strength to live life independently in their community as long as possible (Fortenberry, 2010). Answer 2 Strengths The strength of Plaza Home Health Services is that it caters to elderly people. There are very few hospitals that cater to such range of people. Such individuals hence have an excellent opportunity to live a peaceful life. They have designed sate of art University Plaza rehabilitation & Nursing Centre. There they have all the amenities which senior citizens need during a rehabilitation therapy. They have launched education program in order to help the families of patient make intelligent decisions for their loved ones. There they bring experts from the healthcare services at discuss about a range of topics like Stroke, Diabetes, Pain Management, Dental Healthcare, Medicare Fraud, Skin Care, Senior Safety and Identity Theft. They have attained breakthrough in rehab therapy through new Tibion Bionic Leg. This helps the patients walk again after being in Wheel Chair after a long period of time (Niles, 2011). Weakness The weakness of Plaza health Services is that they can’t afford many patients all at once. They have not opened up many such medical services across United Sates. They have limited presence. They have been serving only Villa Rica and their surrounding area for 27 years. Hence they need to expand their network across United Sates. Opportunities Plaza Home Care provides a full range of medical equipment to their patients. According to research the senior citizen population in US continues to increase as the boomers reach the age of 65. Miami-Dade has largest senior citizen populations in the country. As the population rises, the needs for services like food and nutrition, housing, healthcare and social services increases. This provides them with opportunities to be more profitable. Hence the company needs to expand and refurbish their Plaza located in North Miami. They should try to make an Assisted Living Centre for the residents living there (Barton, 2010). Threats The main threat faced by them is that since they target senior citizens the level of profit is not high. Also full range of home medical equipments can be bought from many other sources at relatively cheaper price. This results in competition which can dent into their profit margin. Answer 3 The importance of benchmarking in Plaza Home health Services is important to their effective implementation of brand strategy. By appropriate benchmarking they can strive to achieve success by giving the using that as a reference point. They need to benchmark the best in the business, so that they can strive continuously to achieve that level of success (Williams and Torrens, 2007). Answer 4 Jennifer Moore and Nancy Edwards are tow co-owners of Plaza Home Health Services. They saw an opportunity of growing demand for home health services in their market place. The company quickly achieved number one position amidst their three main highly competitive and established competitors. The success was contributed to their commitment of delivering excellent home health services in a comprehensive fashion. They took great pains in exceeding the expectations of their customers. While they understood that the service must be of top quality and hence they assembled a benefit and compensation package which helps them in recruiting capable personnel, which creates competitive advantage. They follow strict protocols on everything from patient delivery care to grooming professional courtesy. They are now also financially viable and have huge cash reserves to draw from. This shows that Plaza Home Health Services is employing appropriate brand marketing strategy which is different from their competitors (Andersen, Rice and Kominski, 2011). References Andersen, R.M., Rice, T.H. and Kominski, G.F. (2011). Changing the U.S. Health Care System: Key Issues in Health Services Policy and Management. New Jersey: John Wiley & Sons. Barton, P.L. (2010). Understanding the U.S. Health Services System. New York: Health Administration Press Fortenberry, J.L. (2010). Cases in Health Care Marketing. London: Jones & Bartlett Publishers. Niles, N.J. (2011). Basics of the U.S. Health Care System. London: Jones & Bartlett Publishers. Williams, S. and Torrens, P. S. (2007). Introduction to Health Services. Mason: Cengage Learning Read More