Providence, Rhode Island
As per the United States Census Bureau data in 2019, Providence County in Rhode Island has a population of 638,931 people. 5.7% are age 5 years and below, 20.5% are below 18 years, and 15% were over 65 years. The rest of the population falls between 19 and 64 years of age.
The count has around 237,971 households, with over 87.6% having access to a computer and 81.6 having a broadband subscription. The average occupancy per household is 2.5 individuals. 10.4% of individuals in the counter under the age of 65 have disabilities, and only 5.7% have no health insurance. About 85.8 percent of the individuals in the counter over the age of 25 are high school graduates and, 29% have a bachelor's degree or higher.
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The Providence country region is the region with the highest growing demand for home care services. According to Care.com (2019), in 2018, Providence city alone recorded a 38.85% growth in home care jobs, which was the highest in the country.
Home Care Service Completion
There are various home care service providers in the area. According to Caring.com, a directory for healthcare services providers, the leading 10 home care providers in Providence country in their order of market share include @Home Senior Care, Homefront Health Care, H&T Medicals, Capital Home Care Network, Cathleen Naughton, Roger Williams Home Care, Maxim Healthcare, Bayada Home Health, Independence Health Services LLC, and Bayanda Home Health Care Inc (Caring, 2021).
@Home Senior Care, and Homefront Health Care, are the major competitors, while H&T Medicals, Capital Home Care Network, Cathleen Naughton, Roger Williams Home Care, Maxim Healthcare, Bayada Home Health, Independence Health Services LLC, and Bayanda Home Health Care Inca are the minor competitors in the region base on their market share.
The competitors provide a variety of services, including healthcare and non-healthcare services, especially to the elderly. However, most of them specialize in either health-related home care or non-health-related home care services. Hope Home health has an advantage over competitors when it comes to service range since by providing both health-related and non-health-related home care services, I client hiring our services get everything under one provider. This makes it easy for the client to handle home care-related activities such as invoicing, among others. The two leading providers enjoy @Home Senior Care, and Homefront Health Care enjoys popularity and large market share due to positive reviews arising from good service delivery. In this regard, the two provide the benchmark that Hope Home health needs to beat to wrestle for a market share in the region.
Value Proposition
Hope Home Health's mission, "To inspire hope, protect, and improve the quality of life by providing the best care to all individuals and the community at large," will see it compete favorably against the industry leaders in the region. Our value proposition is the provision of quality, reliable and affordable nursing care, physical, occupational, and speech therapy, as well as non-medical home care services. Our objective is to achieve an overall improvement in our client's life and health.
Marketing
To reach our customers, we are going to use various approaches. The approaches will aim at introducing customers to our services, inform them on the nature of our services and encourage them to try our services and become permanent clients. The first approach will be branding driven by social media. Most of our customers, including the elderly, are tech-savvy. With 81% of the households in the target areas having a broadband connection, it will be easy to reach them through social media. Therefore a compelling brand identity social media is likely to gain potential customers' attention and drive them our way. Social media provides an effective way of relating information. The company will also develop a website that will be linked to social media pages to ensure effective use of the internet to reach clients. The website will be interactive to engage and educate the customers. The interaction of the webpage and social media platform will help create a brand identity for our business. Such interaction will help Hope Home Health portray an image of a customer-centric service brand and gain the potential customers' trust.
The business will also be listed on all offline and online business local directories. Such listing can be effective for driving lead to a business. Many people search these directories when looking for home care services in their areas, and thus listing a business in the directories increases visibility and opportunities to interact with clients. In addition to the listing, Hope Home Health will consistently engage with customers on review platforms to influence their opinions. The review platforms strongly influence customers' final decision on whether to use a particular service or not. In this regard tactfully exploiting both positive and negative reviews to the business' advantage can help attract more customers from our competitors.
Customer relations management is also an important tool for marketing to attract new and retain existing customers. Hope Home Health will invest in developing relationships that can gain new customers and keep existing customers. For instance, it will send customers greetings cards as well as invite them to register for newsletters. Hope Home Health will also build relationships with local hospitals and healthcare professional agencies to ensure proper care for our clients through regular checkups, proper care in prolonged hospitalization, and provision of other health services. Hope Home Health will also build relationships with specific health-related and non-health-related products that our customers use to ensure a steady supply of such products and sustain our customer's comfort.
Hope Homecare will also participate in seminars by sending speakers, holding talks, participating in senior issues and health advocacy activities, and conducting free health drives. Such initiatives will not only provide visibility for the business but will also serve to improve the healthcare industry. They will attract the client and also improve the healthcare industry, thus resulting in high profitability.
Radio shows will also provide an avenue for advertising Hope Home Health and its service. Radio shows have a large audience and thus provide an opportunity for reaching a large number of customers at once. Hope Home Health will capitalize on morning and evening radios show popularity to reach a large audience. The business will sponsor popular radio shows on various radio stations to get advertisement slots on the shows. Other marketing initiatives will include posters, brochures, flyers, merchandising, signs and advertisement in dailies.
Budget
Budget allocation items will include professional assistance, Brochures/Leaflets/Flyers, merchandising displays, signs, Media Advertising, director listings, direct mail and newsletters, web development and maintenance and public relations. A total cost of 18640 will be incurred monthly on these initiates. The total budget breakdown is available in the accompanying spreadsheet.
Conclusion
The chosen marketing approaches are suitable to ensure Hope Home Health gains a market share of home care services in Providence, IR. The marketing and promotion initiative also aims at creating engagement and partnerships with customers and other partners to ensure Hope Home Health retains the customer it gains.
References
Care.com (2019). The Cities with the Fastest Growth for In-Home Senior Care Jobs. Care.com https://www.care.com/c/stories/9886/cities-with-fastest-job-growth-in-home-senior-care/
Caring. (2021). 10 Home Health Agencies Serving Providence, RI. Caring.com . https://www.caring.com/senior-care/home-health-agencies/rhode-island/providence
United States Census Bureau. (2019). Quick Facts: Providence County, Rhode Island. United States Census Bureau . https://www.census.gov/quickfacts/providencecountyrhodeisland
