Marketing Plan for a health care provider Business Essay

Assisted Living Facility
Student’s Name
Institutional Affiliation

Assisted Living Facility
I. Management Summary
Assisted living facilities (ALFs) are residences established for disabled people or elderly adults who cannot live independently. For instance, at old age, there reaches a point where older adults require assistance in doing ordinary things such as bathing, doing laundry, and preparing food. If no one has enough time to take care of such individuals, they are taken to the ALF, where they are served well. For over four decades, Brookdale Altamonte Springs in Florida has served many people and continues to do it even today. The facility is licensed to handle 115 residents. The primary services offered by the ALF include home health, assisted living, hospice, memory care, private duty, and skilled nursing (Brookdale Senior Living, 2020).
The primary objectives of Brookdale Altamonte Springs are to provide specialized care for seniors, assisted living, Alzheimer’s care, and independent living. The ALF has all the amenities required to offer the best care for the elderly, namely restaurant-style dining, wellness center, barber or beauty shop, library, courtyard, greenhouse, and a studio of arts and crafts.
The marketing plan is designed to promote the services provided by Brookdale Altamonte Springs throughout Florida. Indeed, it emphasizes making residents comfortable since the staff are compassionate, which makes people in this facility independent.
II. Economic Projections
For Brookdale Altamonte Springs to market its services well, it requires the availability of resources, such as finances. In particular, currently, the world is facing the coronavirus pandemic, which has affected the global economy adversely. For instance, in the United States of America (USA), some people have lost their jobs, particularly those working in the non-essential industrial sectors. In the coming year, the rate of unemployment is likely to hike, some businesses will shut down, and people’s income is likely to decrease. Based on the above potential upcoming economic issues, not many people are likely to take their elderly to ALFs. Moreover, ALFs need to be careful since older people are more vulnerable to coronavirus, which makes it their responsibility to take proper care of their residents and control those visiting them during these tough times. However, the best thing about the Internet is that Brookdale Altamonte Springs can use social media for marketing their services, which will not incur the facility a lot of money (Berkowitz, 2017). For example, the ALF can use Facebook, Twitter, YouTube, and Instagram. However, it should reduce the price of its services slightly to show that it cares for them.
III. The Market – Qualitative
Brookdale Altamonte Springs should consider approaching hospitals in the Florida area so that physicians can refer their patients who require assisted living services to the facility. For instance, it can admit patients who are recovering from surgery and who needs specialized care, which cannot be achieved from home. In most cases, Brookdale Altamonte Springs deal with disabled people of any age and the elderly with 65 years and above. Overall, hospitals can channel customers to the ALF if it retains a good reputation.
Services OfferedDisabled PeopleElderly (=>65 years)Independent Living5%50%Memory Care50%70%Hospice10%40%Skilled Nursing60%50%Assisted Living70%60%Private Duty40%30%Figure 1: Percentage of Residents in Brookdale Alamonte Springs Who Are Likely to Get Various Healthcare Services.
IV. The Market – Quantitative
In reality, there exist a potential market for assisted living services in Florida. The majority of the elderly in the USA choose Florida as one of their favorite retirement destinations. Many of these individuals like this area due to its warm and favorable weather throughout the year (Department of Elder Affairs, 2018).


Figure 2: Percentage of Older Floridians.


Figure 3: The Projected Population of Florida for the Elderly Aged 65 years and Above From 1995-2025.
Based on the chart above, it is clear that Brookdale Altamonte Springs can tap more people and grow tremendously in upcoming years (Gillen & Dwyer, 2003). Consequently, this ALF needs to ensure that it provides high-quality, assisted living services and extend its bed capacity to create room for more individuals since the population of the elderly in Florida is likely to increase.
V. Trend Analysis
Brookdale Altamonte Springs provides outstanding assisted living healthcare services in Florida. Indeed, the staff are welcoming, and they significantly contribute to making residen...