You currently work for the development department of Sunny Manor
Nursing and Rehab Center. Sunny Manor was once a privately owned small
skilled nursing home in Sunny Beach, Florida until it was sold 6 years
ago to a larger group of investors known for buying older nursing homes
and developing them into larger more modern skilled nursing and rehab
centers. Sunny Beach itself is a small retirement community close to
larger beach towns. Most of the residents are 55 years or older, and
there is a growing population of 70+ retired adults. However, the city
is known for being technologically advanced for a retirement community.
In fact, the city has a popular social media page followed by many
residents and a very popular online newsletter that can be accessed
through most social media programs. Also, 5 years ago, a brand new
hospital opened just outside of Sunny Beach. This brought some the top
physicians and surgeons in the state to the area.
Sunny Manor recently finished a major renovation, updating the
previous long-term-care wings and adding a new wing with 20 new rooms.
The new wing is solely dedicated to sub-acute rehab services, and the
facility also added a new updated therapy room with an expanded therapy
staff and modern high-tech equipment.
After working in care coordination and admissions for the past
several years, you have been promoted to the development department and
tasked with marketing the new facility. The goal is to build a stronger
relationship with the discharge staff and physicians at the new hospital
and expand a broader reach to the community.
The first step is for you to analyze and research the changing
community and develop a marketing proposal for your boss, the director
of development, on how to best connect with the community of Sunny Beach
and increase referrals from the new hospital.
For this task, develop a summary marketing proposal on the above scenario that includes the following elements:
Evaluate the potential impact of the updated facility and new
therapy services on potential improvements in patient satisfaction and
developing new marketing share.
Assess possible methods to build rapport within Sunny Beach and surrounding communities.
Develop a plan for communicating with the community better through
social media by connecting Sunny Manor to the residents of Sunny Beach
through digital marketing.
Provide details on how ongoing research into the community will
help Sunny Manor stay ahead of the competition and well connected with
community. Consider concepts in monitoring the changing demographics of
the community and growing health care sector.
Propose a research design model including all the key elements of
the research design. Apply an assessment tool and implementation plan
such as the Model for Improvement (Plan-Do-Study-Act [PDSA]).
Conclude with recommending models and/or tools that will be used
to evaluate the effectiveness of the development teams’ efforts on an
ongoing basis .