CONTENT1473739800134 - New City Home Care is an established...

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New City Home Care is an established company, looking to expand its services into a neighboring community. Although the population of the community is much smaller than the 55,000 in the current location, the aging population is experiencing tremendous growth. In addition, no other home health companies exist. New City has an opportunity to take advantage of being the first to enter the new market. However, to do so effectively, research on the current market is necessary. Opening a satellite office will require staffing with customer service/scheduling staff and health care professionals. The level of demand for services will likely determine how the office is staffed, how much office space in required, and how the organization will market its services in the new community. The marketing plan, once complete, will take into account many aspects of the current business, as well as the new market. Historical trends will include demand, usage, and costs for administering care to home health care consumers. These types of data are important in developing a marketing plan, because marketing efforts must not only target the right market segments, but target them with the types of services and care they expect. The demand for various types of services can be elastic. In other words, it can change seasonally, can change as population demographics change, and can depend on price. In this instance price would likely be pre-determined by the third party payers, where they exist. Distribution of services is critical to success of the new satellite office (Kumar, Sunder, & Sharma, 2015). The company's current market is likely to be somewhat elastic, in terms of demand. Therefore, it can be assumed the new market will come with such elasticity in demand. Costs are a critical factor, in providing home health care services. They influence the types of services offered, and decisions made about the extent of services. Many seniors want to know which services are available. For example, they may be interested in basic care, nursing care, IV care, physical therapy, or occupational therapy. Without enough demand, some of these services will not be cost- effective, due to costs of hiring and staffing health care workers, who are skilled and certified in each of these areas. The organization must explore the current market and try to predict which services will be in higher demand in the new market, so the right services can be marketed. In addition, co-branding, or referring consumers to additional services like therapy, can become a mutually beneficial arrangement. The organization may need to establish referral protocols, for specific organizations offering the
additional services. Both companies benefit because, even though patients may only receive nursing care through the home health care company, they will feel like the company is going out of it's way to arrange additional services. The additional services must then be marketed in a way that

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