HCM 325 Milestone Two.docx - 1 Final Project Milestone Two:...

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Final Project Milestone Two: Draft Context and Market Analysis
Yejide D. Coleman
Southern New Hampshire University
HCM 325: Healthcare Marketing
Instructor Sarita Mantravadi
August 1, 2021

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Marketing Goals
Five Star Senior Living has thrived for many years and has become one of the top senior
citizens care facility and with this we want to be able to continue that success. The marketing
initiative consist of reconstructing their advertisement and adjusting the payment options that
could be utilized for attracting more consumers to their Memory Care program.
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Objective: Develop new payment options that consist of Medicaid/Medicare and Life
Insurance Buyouts. This objective will align with Five Star Senior Living mission and values by
maintaining a focus on making the journey of life easier for seniors and always having options of
switching payment plans if emergency emerge or if affordability becomes a concern.
2nd Objective: Target at least 200 new clients for the Memory Care program by utilizing
social media outlets such as Facebook, Twitter, and Instagram as advertising locations. This
objective will align with the mission and values because it gives Five Star Senior Living the
ability to enrich more clients with specific rehabilitation to gain productivity and build new
experiences somewhere that focuses on meaningfulness in seniors.
3 rd Objective: Develop Alzheimer’s and Dementia events in all 33 state locations to
encourage both advertisement and attracting new clients by sharing new payment options that
outweigh other organization who have not progressed their payment choices for seniors. This
objective will support the mission and values by reassuring their connection with the wider
community to maintain a connection and not feel left-out.
Industry Segment
According to Alzheimer’s Association (2021), over 6.2 million people in America that are
65 and older have Alzheimer’s dementia in the current year of 2021. The death toll for
Alzheimer’s and dementia is quite high, making the death rate higher than particular cancers

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which include breast and prostate cancer (Alzheimer’s Association, 2021). The article provided
by Alzheimer’s Association also details close to 300 billion dollars of care being associated with
family and unpaid caregivers (2021). Studies have shown that women are more likely to have
dementia over men while non-Hispanics were less likely to get Dementia over other races
(Scommegna, 2020). According to Scommegna (2020), “In 2015, about 85% of Americans with
probable dementia lived at home in the community or in supportive care settings” which details
the demographics of those receiving care for dementia in facilities such as Five Star Senior
Living.