USC Home Health and Hospice Care Marketing Plan

This is a non-profit organization that is now in its 5th year of operation. It is not performing to as expected; in fact, it has lost money each year so far and is running out of its start-up funding. You only have one location, located on the West-side of Los Angeles. Your major obstacle so far is competing against the hospitals which are primarily discharging patients to home and referring to their in-house agencies for follow-up care. The Board wants to see a positive margin for each of the next 3 years, with most of that improvement coming from increased revenues. This means more clients must be served. Your Executive Director has authorized a $30,000 annual media & events budget in order to support that revenue (client) growth. As the Marketing Director, you must develop a Marketing Plan to turn that $30,000 into a 20% increase in sales. Note: Home Health Care is covered under Medicare and Medicare-Replacement HMO's and is built around three basic services: licensed nursing (RN's mostly), rehabilitative therapies (PT, OT and ST), and social work (MSW or LCSW's mostly). Hospice is covered by Medicare and Medicaid for people who have a prognosis of 6-months or less to live.        

Sample Solution