Service business analysis
Biafra health services will operate as an agency for both social and home health care services within four counties in southern Kansas. Both social and home health care services fundamentally operate as a referral facility from health professionals with main consumers of the service being individuals and families. According to a market analysis done in the region of southern Kansas, there are only three active home health agencies. Biafra health services is unique in nature by the fact that the directors intend to offer community-based social services that are not currently available in the region. The business is also aimed in providing high quality and efficient home health care for the elderly instead of visiting a nursing home after being hospitalized.
Target market segment strategy
The main focus for Biafra health services is on community-based social services and home health care. As a result, the business will target on market segments where the facility’s services will be highly needed. Focusing more on such market segments it will come along with overhead benefits as the marketing costs will be reduced by a greater margin. The business premise will also not require additional office space thus cutting the operating expenses.
Buying patterns and competition
Referring professionals and consumers consider a number of factors before they acquire a health care service as well as the provider. One of the key factors considered is the professional reputation. At Biafra health services we intend to maintain the business reputation through reliability and high quality health services by our qualified staff. Home health services pricing model does not directly influence the choices of the consumers because the reimbursement rates are set by entities such as the private insurance companies, Medicaid, and Medicare. When setting up the pricing for home health care service, personal injury case management is a precise factor to use. This is because, the case management services are charged based on case-by-case basis at an hourly rate. Through this pricing strategy, the business will be in a position to accurately explain to the client the total number of hours required for the service and the hourly rates. This minimizes the challenge of bidding low for the business and later exceeding the projected total bid price for the case management service. It is extremely hard for the consumers of both the personal injury case management and home health care services to directly compare the service providers. Their basis of choice is primarily determined by recommendations, especially if such referrals come directly from their physicians.
In making a competition assessment, the best element to put into consideration is the manner in which other professional persuade and refer their clients to our health care agency. This forms the basis for efficient competition in the business of social and home health services. As Biafra health services tries to portray an outstanding patient care, the business has the belief of capturing majority of personal injury case management and home health care market in southern Kansas.
Marketing strategy
The key element required in marketing our service oriented business is the establishment of a good reputation and experience with our customers. The starting point in marketing our service is straight from the business known contacts who are better placed in terms of recommending and making referrals to us. The business is in effort of developing a long term relationship and recognition with other professionals with the social and health care industry.
The business has set up a plan in development and maintenance of a contact database which will serve as a primary source of referrals. There are known physicians in southern Kansas referral hospital and other hospital facilities. The business is working towards maintaining such relationships in its startup process. Ms. Partner and Ms. Walker form part of the marketing team where they will make the initial contact market region and establish status of the providers with private insurance companies, Medicare, and Medicaid. The business has also established a potential market growth with the local attorneys who have nursing clients. The business marketing team is well equipped with all the required resources in bringing Biafra health services to the competitive market. Our communications will portray professionalism, as our marketing strategies and tools will use advertisements, business cards, and brochures.
Sales strategy
Biafra health services defines its sales as a patient’s quality service with an utmost satisfaction through the health facilities and physicians’ referrals. The business nature is fundamentally assumed to be perpetual. The sales of the service are not measured by the quantities sold by the business rather the excellent health service extended to the patients. The sales strategy for Biafra health services will focus on availability of excellent health care and effective interpersonal relationships. Within the health care service industry, growth can define loss of quality control which affects negatively customer satisfaction. The health care service provided by our business will strive to reflect our mission and management oversight. At Biafra health services we intend to establish quality service to our clients so they know the service will be excellent, regardless of the service provider. The business is closely watching on the available temptations of opening up and broadening the size of our service too quickly. Instead, the business will focus more on the quality of service rendered to the patients and ensure it’s of high quality. Once, the services are grounded fully and quality is guaranteed, the business will shift its objective and expand the service base.