Winning market positioning strategies for long term care facilities.
The decision to develop an aggressive marketing strategy for its long term care facility has become a priority for the management of a one-hundred bed facility in the Rocky Mountain West. Financial success and lasting competitiveness require that the facility in question (Deer Haven) establish itself as the preferred provider of long term care for its target market. By performing a marketing communications audit, Deer Haven evaluated its present market position and created a strategy for solidifying and dramatizing this position. After an overview of present conditions in the industry, we offer a seven step process that provides practical guidance for positioning a long term care facility. We conclude by providing an example application.
Higgins
L F
LF
College of Business and Administration, University of Colorado, Colorado Springs 80933, USA.
Weinstein
K
K
Arndt
K
K
D000368:Aged; D002391:Catchment Area, Health; D003659:Decision Making, Organizational; D004465:Economic Competition; D005161:Facility Regulation and Control; D019981:Health Care Sector; D006801:Humans; D008330:Management Audit; D008389:Marketing of Health Services / Q000379:methods*; D015205:Northwestern United States; D009735:Nursing Homes / Q000191:economics* / Q000331:legislation & jurisprudence / Q000706:statistics & numerical data; D010934:Planning Techniques; D011357:Product Line Management