USC Home Health and Hospice Care Marketing Plan

This is a non-profit organization that is now in its 5th year of operation. It is not performing to as expected, in fact, it has lost money each year so far and is running out of its start-up funding. You only have one location, located on the Westside of Los Angeles. Your major obstacle so far is competing against the hospitals which are primarily discharging patients to home and referring to their in-house agencies for follow-up care. The Board wants to see a positive margin for each of the next 3 years, with most of that improvement coming from increased revenues. This means more clients must be served. Your Executive Director has authorized a $30,000 annual media & events budget in order to support that revenue (client) growth. As the Marketing Director, you must develop a Marketing Plan to turn that $30,000 into a 20% increase in sales. Note: Home Health Care is covered under Medicare and Medicare-Replacement HMO’s and is built around three basic services: licensed nursing (RN’s mostly), rehabilitative therapies (PT, OT and ST), and social work (MSW or LCSW’s mostly). Hospice is covered by Medicare and Medicaid for people who have a prognosis of 6-months or less to live.