The Case of Marketing Administrator

Part 1

In a 3 - 4 page (750-1000 words) paper, explain how you would address this situation as the facility's administrator.  Remember to submit as a Microsoft Word attachment and provide peer reviewed references to support your position. 
 
The Case of Marketing Administrator 

You are pleased to start your new job as the administrator of a skilled nursing facility. The facility that you are running, Lazy Oaks, is in the middle of a rather large city. On one side of the facility is a large hospital and is in fact the only Trauma Level 1 in the area. On the other side is a medium sized health complex which houses numerous private practice physicians. Your for-profit facility is 180 beds in size and historically operated at or above budget… that is until recently.

The hospital located in your neighborhood has received the necessary Certificate of Need and has embarked on converting a building within 1/2 mile of your location into a skilled nursing facility to which they intend referring their discharged patients in need of skilled nursing care.

When your regional vice president hired you, she made it quite clear that you are to immediately determine how you will beef up marketing efforts to keep your patient census at the required level to make a profit.

Define the problem.  What steps would you take to research the problem? 

Who will you market to?
How will you market to them?
What will you do in terms of product offering?
What challenges will you face?
How will you evaluate your success?

Part 2

must be two to three substantive paragraphs 250+ total words and include at least two APA-formatted citation/reference

As you begin to understand the healthcare consumer and explore marketing strategies discuss what you feel is most important; customer loyalty or customer satisfaction. Support your response with appropriate documentation.

must be two to three substantive paragraphs 250+ total words and include at least two APA-formatted citation/reference