Strategic Planning for Nightingale Home Care

Topics: Health economics, Health care, Healthcare Pages: 5 (1443 words) Published: June 6, 2011
Course Project|
Nightingale Home Health Services|

HSM 430
February 15, 2011
Final research Paper-Week 8
Executive Summary
Nightingale Home Health Care Services is a new home health care agency that will offer a unique combination of premier home health care and community-based social services to the Bryn Mawr area in Philadelphia. Our office will be located will be established in quality office space on Main Street in Bryn Mawr, Pennsylvania and will provide the following services to clients and patient in that demographic. * Skilled Nurses

* Nursing Aide
* Some Social Work
* Occupational, Physical, and Speech Therapy
Market research indicates that there is a significant need for quality home health care services and some social services within this region and we believe that by employing competent and well-educated and trained staff and providing them with an organized and responsive management team we can become the Home Health care agency of choice in the Northwestern Pennsylvania. Bryn Mawr is also home to a renowned hospital facility, which will serve as a referral base for our agency. Target Market

The population base in Northwestern Pennsylvania is aging and more individuals are opting to stay in their own homes longer and return home following hospitalization, rather than proceeding to a nursing home. Our target market includes those patients-typically in the older bracket, who require services by home health nursing staff. These patients may also require other home health care services such as social work, in order to access needed community resources. Because Nightingale Home Health Care Services specializes in home health care, we will focus on those markets segments where we know our services are most needed. We believe that focusing on those target market that require home-based services will greatly decrease overhead. Consumers of our services will be those individuals and families in need of home care/or social services. These patients are mainly the elderly and disabled and the prospective baby-boomer who will be referred to us by other healthcare professionals such as physicians, insurances companies and other health care facilities. Nightingale Home Health Care Agency intend to develop an excellent reputation with many of these professionals through the work of our staff members who would have the training and experience in providing home health care services and through presentations we have made to the community via our marketing tools and personal interactions. There are currently two other agencies that serve the Bryn Mawr and neither of these agencies offer the level of services to our direct target market, they also do not off the unique blend of home health and social services that we are going to be providing.

Marketing Plan
The marketing plan is an essential part of the overall business plan but without a solid marketing strategy or foundation it is of little use (Johnson, 2nd edition). For Nightingale Home Health Care Services to succeed, we will implement an effective marketing plan which in essence will move from general to the specific goals and objectives of the organization.

A goal represents the generalized accomplishments the organization would like to achieve through the marketing plan. (Thomas, 2005) With that realization in mind, our organization’s starts with a mission statement is ‘Connecting passionate Caregivers to Families”. Nightingale Home Health Care Services mission will be to provide the highest quality of customer service with a sense of warmth, kindness and individual pride. Whether it is at home, or in an institution we will be committed to making sure that families have the care and resources they need to remain in their homes and community. Goals:

It is our goal to employ competent, caring and well-trained individuals who are responsive to the needs of our patients,...

Bibliography: Thomas, R (2005) Marketing Health Services. Health Administration Press, Chicago
Johns, Merida (2002). Information Management. Healthcare Organizational Strategic Planning Process, 4, page 104.
Thomas, Richard (2005). Marketing Health Services. Healthcare Marketing Techniques,
Harris, Marilyn D (1997) Handbook of Home Health Care Administration. 1, page 40
All about Home Health Care Services, (2001, August 2). Retrieved February 10th 2011, from
The business of Home Health Care, (2006, June) Retrieved February 12, 2011 from
Robin, R. (2007, July 13) Marketing Healthcare Services to baby boomers. Retrieved January 29, 2011 from
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