0 penilaian0% menganggap dokumen ini bermanfaat (0 suara)
21 tayangan9 halaman
Optimum Health Services offers home health care and social services in Maryland. Market research shows there is significant demand for these services. The company aims to meet this need by employing well-educated staff and providing organized management. Consumers will be individuals and families referred by health professionals. The company is licensed and certified to accept insurance. It currently faces three main competitors but distinguishes itself by offering a unique blend of services. Sales projections anticipate healthy revenues in the first three years.
Optimum Health Services offers home health care and social services in Maryland. Market research shows there is significant demand for these services. The company aims to meet this need by employing well-educated staff and providing organized management. Consumers will be individuals and families referred by health professionals. The company is licensed and certified to accept insurance. It currently faces three main competitors but distinguishes itself by offering a unique blend of services. Sales projections anticipate healthy revenues in the first three years.
Hak Cipta:
Attribution Non-Commercial (BY-NC)
Format Tersedia
Unduh sebagai DOC, PDF, TXT atau baca online dari Scribd
Optimum Health Services offers home health care and social services in Maryland. Market research shows there is significant demand for these services. The company aims to meet this need by employing well-educated staff and providing organized management. Consumers will be individuals and families referred by health professionals. The company is licensed and certified to accept insurance. It currently faces three main competitors but distinguishes itself by offering a unique blend of services. Sales projections anticipate healthy revenues in the first three years.
Hak Cipta:
Attribution Non-Commercial (BY-NC)
Format Tersedia
Unduh sebagai DOC, PDF, TXT atau baca online dari Scribd
Optmum Heath Servces offers a unque combnaton of premer home heath care and communty-based soca servces to Maryand. Market research ndcates that there s a sgnfcant need for quaty home heath care and soca servces wthn ths regon and we beeve that by empoyng competent and we-educated staff and provdng them wth organzed and responsve management, we can become the home heath care/soca servce agency of choce n Maryand. Consumers of our servces w be those ndvduas and fames n need of home heath care and/or soca servces. These patents are usuay referred by other heath care professonas such as physcans, attorneys, nsurance companes and heath care factes. Our agency has aready deveoped an exceent reputaton wth many of these professonas, through the work of our Cnca Drector, who has experence through provdng home heath care servces wth another agency over the years, and through the presentatons we have made to the communty va marketng toos and persona nteractons. Our agency must be censed by the State of Maryand and our servces rembursed by Medcare, Medcad and other prvate nsurance carrers. The process for censure and nsurance certfcaton has aready been ntated and we are we on our way to meetng the reguatons and gudenes for provdng home heath care and soca servces to patents n Maryand. There are currenty ony three other home heath care agences that serve Maryand whom we are worred about. They do not offer the unque bend of home heath care and soca servces whch Optmum Heath Servces w be provdng. A prcng w be set accordng to Medcare, Medcad and other nsurance reguaton so prcng s not a ma|or factor of consderaton. Saes estmates pro|ect heathy revenues n the frst year and modest ncreases through year three. Page 1 of 9 Ndfor2 Situation analysis Optmum heath care s a heath servce company whch specazes n provdng prvate duty nursng, therapy, Nursng Ade tranng, Durabe Medca Equpment (DME), Fngerprntng and Nurse Staffng servces to cents and heath care factes n the state of Maryand. Accordng to Economc Census Data, the tota number of saes n ths ndustry for the state s recorded at $516,607,000 the tota number of compettors n ths ndustry comes up to be comes 292 frms, and the NAICS code for ths ndustry s 621610. The heath care ndustres s one of the growng markets Accordng to a recent study conducted by CareerBuder and Economc Modeng Specasts Internatona, the heath care ndustry remans one of the steadest |ob areas, despte the U.S. economy. There have been 49,530 home caregver |obs n the past year. Ths comes as a resut of the agng boomer generaton optng not to age n nursng homes, has ncreased the use of home care technoogy and the use of care gvers. Ths means there s a demand for our servces and t s constanty on the rse despte the tough economy as heath s a non-negotabe ssue to most Amercans. Wth the ntroducton of patent Protecton and Affordabty Care Act (PPACA)aso known as "Obama care" on March 23 2010 has aso ncreased the number of peope who are now egbe to acqure our servces through the use of government funds. Ths act was ntended to extend coverage to mons of unnsured Amercans, to mpement measures that w ower heath care costs and mprove system effcency, and to emnate ndustry practces that ncude rescsson and dena of coverage due pre-exstng condtons. Competitive Analysis 1. Identfy the three frms that you fee w be your most mportant compettors. Then brefy summarze ther compettve stance, .e., dscuss ther market share, compettve strengths and weaknesses and specuate on what response(s) they mght make n response to the ntroducton of your product/servce nto the market. There are three man compettors n the Maryand area that we pay attenton whch ncude; 1. ManorCare Heath Servces, Ths company s no onger sted on the stock exchange as t went prvate n 2007 whch mts nformaton avaabe because they are sma busnesses whch are not pubc thus our knowedge of ther market share. We do know Page 2 of 9 Ndfor3 they have saes of over $2 mon doars a year and have over 50 empoyees. Some of ther compettve strengths ncude havng a ong hstory n the heath care servce ndustry and have over 50 other ocatons natonwde meanng they are abe to provde care at a ower prce compared to sma busnesses ke us. They aso offer an extensve ne for servces whch can be a push for customers who have mutpe needs. Weaknesses that can arse from ths s a oss of quaty due to ther extensve number of offces meanng there can be ess attenton and care gven to each ndvdua. They w most key try to make sure a of ther customers are happy wth ther servces as not to ose customers aways beng a prorty. Snce they have an extensve budget they mght ook to ncreasng ther advertsng n order to drown out the new competton. 2. Compassonate Heathcare Nursng Servces Ths company s not as experenced as the prevous compettor havng ony been n busness snce 2005. They are a sma busness whch s a postve sn n ths ndustry from tme to tme as t ndcates more hands on care on the ndvdua. There s mted nformaton avaabe as far as the market share goes snce t s a prvate company. They are most key gong to make sure ther servces are at ther best because they dont want to mss out on new cents due to us and snce they are a sma busness and are more key to be more nvoved n ther cent ves t w be harder for them to oose cents. So they w focus on tryng to keep gettng new cents. 3. Tota Heath Care Inc. |ust ke a the other compettors sted there s tte to no market share nformaton sted. Ths company however s the bggest compettor we face n the area prmary when focusng on ther saes number whch come n at amost $3 mon doars. Ths company has a compettve advantage ke ManorCare for havng been n the communty for over 27 years smary to ManorCare as we due to ther sze means they probaby suffer when t comes to quaty and hs s a quaty centered type of busness whch doesnt bode we for them. They w defntey be ookng to sure up ther customer base before ookng to add new cents ke ManorCare, snce they are aready so bg because a oss for them woud mean a gan for us and that s a doube negatve. Market and Segment Analysis The heath care market has undergone sgnfcant changes over the ast ten years. The ndustry as a whoe has seen sgnfcant consodaton. The Page 3 of 9 Ndfor4 consodaton has occurred prmary as a way for companes to reman proftabe despte sgnfcant ncreases n heath care costs. Another way that the ndustry has deat wth rsng costs has been ncreased adopton of the managed care. Managed care was specfcay desgned as a way to offer a foundaton of base of heath care whe keepng costs wthn reason. Regardess how the ndustry has changed and tred to adopt to the sgnfcant ncreases n costs, more and more Amercan's are wthout heath nsurance. Many of the Amercan's that do have coverage have seen ther pan coverage shrnk. Optmum HeathCare servces w aow companes to offer the dfferent heath benefts that ther ndvdua empoyees desre. As seen n tabe 1 beow there has been an average ncrease for spendng n the home heath care ndustry by 1.1 over the ast three years even though that number s ower than t has been over tme ths st bodes we for the ndustry. Table 1: Real per capita !" annual gro#t$ rates% by payer and spending category !istorical average annual gro#t$ Category Average annual gro#t$ rate% 2&1&' 2&13 1965-2010 2000-2007 2007- 2010 Home heath and sked nursng care 1.1 6.5 2.9 2.7 Mission Statement Here at Optmum HeathCare servces we ke to keep t smpe. Our goa s to gve our customers the most exceent yet affordabe home heath care and communty-based soca servces to ndvduas and fames ocated n the Maryand area. It s our goa to have the most competent, ovng and prepared staffs who w be prepared to respond to the needs of a our cents needs, that of ther fames and the neghborhood n whch they w be servng. A of our staff w be traned accordng to the requrements of the state of Maryands Page ( of 9 Ndfor5 educatons and tranng requrements for the responsbtes whch they are gong to be provdng. Target Market Because our agency specazes n home heath care and communty-based soca servces, we w focus on those market segments where we know our servces are most needed. Focusng on those market segments that requre ony home-based servces w greaty decrease overhead, snce addtona offce space w not be requred. )roduct Attributes and )ositioning Optmum heath care servces products woud be consdered to be shoppng goods because, amost a of our servces are offered by other peope. Ths means our customers from often go compare us wth other peope n order to see whch one best fts ther needs be t prce or quaty. The perceptua map beow s a vsua representaton of what we mentoned when takng about our key compettors. We poston ourseves wth the ntent on offerng quaty servce frst because peope who en|oy the good servce they are recevng woud care a ot ess that they are spendng a few more doars for the extra comfort. OptmumHeath care ManorCare Tota Heath Care Compassonate Heath Care )erceptual Map o* t$e!ealt$ care in M+ hgh prce bad servce hgh prce ow prce exceent servce Our ogo whch can be found n the exhbts s |ust a smpe drawng of chdren hodng hands around the gobe. We pcked ths not to bette the peope we take care of but to say that we w care for our cents as f they Page , of 9 Ndfor6 were our own chdren. We aways want to et our customers know that quaty w aways be our number one prorty so we make sure we aways put ths message frst. We aso wanted to make sure we demonstrate that we are a part of the communty we work n thus the gobe, and the dverse nature of the chdren surroundng the gobe. )ricing Strategy There wont be much eastcty n our prces because one thng about ths ndustry a prcng s be set accordng to Medcare, Medcad and other nsurance reguaton. So we aways aready have a set rate that we have wth our cents and then we try to make a our other expenses come out of that orgna houry charge we requested from the customer. For exampe we b $15 doars an hour for basc ve n care then we pay our empoyee $10 doars and 5 goes to our other expenses. Aso snce our ndustry s based on havng oya/ong term customers changng prces woud not bode we as our customers are key to ook esewhere. Ths s the opposte of reta for exampe where about 20% of ther centee are oya customers and 80% come n occasonay. Skmmng or penetraton prcng woud not work wth ths product because one doesn't se home heath care and persona n|ury case management; rather one ses exceent care, avaabty, and effectve nterpersona reatonshps. When t comes to our prcng strategy for our servces t s often structured n ths manner; anythng that soey requres a CMT (certfed Medca techncan) we charge $15 and hour. Servces that need an LPN (censed practca nurse) we charge 30 doars an hour. Servces that requre an RN (Regstered Nurse) we charge $50 doars an hour. The servces may seem hgh prced but that s because the hgher up you go the fewer peope are empoyed at these postons and they are capabe of dong a varety of thngs and are pretty much Managera roes, or perform actons that requre very hgh eves of tranng. )lace-+istribution Strategy Optmum Heath cares target market woud typcay be peope who ve n the state or Maryand or neghborng states that are not a consderabe drve for our staff mted to about an hour drve from our offce headquarters. Optmum heath care woud have an offce headquarter where t woud conduct a of ts tranng exercses and carry out other HR actvtes. As far as the actua product and puttng t out there, snce our products are the servces of our traned empoyees, and our cents ve n ther homes we w be gong to them to satsfy ther needs wth each staff most of the tme havng ther own specfc cents the hande or get rotated wth mted to 3. Ths way they famarze themseves wth the cents nuances n order to make t a peasant experence for both ndvduas. Page . of 9 Ndfor7 Market Communications /)romotion0 )rogram To promote our company we are gong to focus on oca means of advertsng snce we are at the moment ony n the state of Maryand, as t woud make no sense to get natonwde recognton when we are not avaabe n a markets. We sha be usng three man types of advertsng frst w be through the newspaper and the use of saespeope and a webste. For our newspaper ads we sha be usng the Washngton Post. The package that we have wth the post gves us 51 ssues n ther paper n the Heath secton for a haf a page ad for $7270 doars. We know that t s a tte harder to get someone to trust another person wth takng care of them |ust from seeng a newspaper ad. Hs s why we w partner up wth oca hosptas to try and get ther cent sts for ndvduas who may be n need of our servces so as to send out our saes peope to persuade them as to why they shoud choose our servces. Ths peope coud ncude retred ndvduas who dont want to ve n a retrement home and have checked out or and through ther doctor notfyng us of ther need for our servces we can then offer our servces. In ths day and age t s amost sucde for a busness not to have a webste whch s why t ony makes sense that we woud have one for our more tech savvy ndvduas or peope who are ookng for these servces for ther frends and famy to get a tte bt of nformaton ncase our ads have not reached them. We are defntey gong to be usng a hybrd approach to our communcatons program, because we have the saespeope and the connectons to the doctors where we convnce them to recommend us to a ther cents who need ths sort of servce snce they are trusted by the cents. When t pertans to the webste and the newspaper these are both pu strateges as we are not physcay there wth them tryng to ptch our dea to them but we are hopng our nformaton that we have wrtten down w make them nterested. Page 1 of 9 Ndfor8 Supporting "2$ibits Rado ad Attenton prospectve Home Care cents Do you wsh you coud be n the comfort of your own home whe gettng the medca attenton you need? Do you want peope who can gve you the stabty and respect you deserve? We at optmum Heath Care Servces we are a about you and satsfyng your needs So ca us today at 1800 -NEED-THEA Remember t s 1800 NEED THE A Page 3 of 9 Ndfor9 Bbography "Amercan FactFnder - Resuts ." American FactFinder - Results . N.p., n.d. Web. 26 Nov. 2013. <http://factfnder2.census.gov/faces/tabeservces/|sf/pages/productvew.xht m?pd=ECN_2007_US_62SSSZ3&prodType=tabe>. Greene, |ay. "Heath companes grow to meet demand for at-home care servces." Crain's Detroit Business. N.p., 14 May 2012. Web. 28 Nov. 2013. <http://www.cransdetrot.com/artce/20120513/SUB01/305139998/heath- companes-grow-to-meet-demand-for-at-home-care-servces>. McWams, |. Mchae, Bruce Landon, Mchae E. Chernew. "Changes n Heath Care Spendng and Ouaty for Medcare Benefcares Assocated Wth a Commerca ACO Contract," Journal of the American Medical Association, 2013, 310(8), 829-836. "ManorCare Heath Servces-Roand Park." - Post Hospital Care. N.p., n.d. Web. 1 Dec. 2013. <http://www.heartand-manorcare.com/RoandPark>. " Home Heath Ades - Batmore, Maryand - Compassonate Heathcare Nursng Servces." Home Health Aides - Baltimore, Maryland - Compassionate Healthcare ursin! "er#ices. N.p., n.d. Web. 1 Dec. 2013. <http://www.compassonatecarenursng.com/nursng_servces.htm>. "Washngton Post Ads." Rates. N.p., n.d. Web. 1 Dec. 2013. <http://www.washngtonpostads.com/rates>. Page 9 of 9