The Market–Driven Planning Process (Essay)

A newly opened social adult day care center is located on a residential street in a middle-high income neighborhood in a large metropolitan city. The center’s mission is to provide social adult day care services for adults 65 and older so they will be able to remain at home and stay active in the community. These services include therapeutic recreation initiatives, personal care, laundry services and transportation, which are reimbursed through Medicaid-managed long-term care plans (MMLTCs). To be eligible to receive these services, the consumer must have a functional limitation that requires assistance or supervision, such as needing assistance with bathing. The owner of the center has a limited marketing budget. Address each of the following in your paper: Make recommendations to the owner on developing a market–driven plan process. Identify your customers and your customer referral base, indicating your target market. List two (2) marketing strategies that will increase the center’s presence in the community. Your textbook may be used as a reference. The APA format for your text is as follows: Berkowitz, E. N. (2010). Essentials of health care marketing (2nd ed.). Burlington, MA: Jones & Bartlett Learning.

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