Principles of Marketing Research Paper Example | Topics and Well Written Essays - 2000 words

Principles of Marketing - Research Paper Example The marketing director is responsible for the development, implementation, and management of the marketing plans of their perspective facilities. The aspect that makes these marketing directors unique is the multifaceted and extremely progressive approach they take towards the marketing of their individual facilities. They are individually responsible for the entire marketing plan, responsible for both the internal and external programs for the facility, lead the marketing team and develops new marketing initiatives in order to enhance facility census. For these reasons, it is an incredibly dynamic marketing position where the single individual has a deep and profound impact on the success and or failure of a given facility. Census development plan The marketing director develops the Marketing Plan and subsequent Census Development Plan by assessing the specific needs of a given regional market. The marketing director accomplishes this by considering political factors of a community, the social aspects, and the ethical issues within the concentration of products and services offered to his/her region. The Census Development Plan is the fluid, working version of the larger strategic marketing plan. The Census Develop Plan is a tool designed with the sole purpose of maintaining and increasing inpatient and if equipped, outpatient census in a given skilled nursing facility. To enact the plan, the marketing director creates a marketing team comprised of the directors of other departments that are key in terms of customer relations. The executive director, admissions director, nursing services, rehabilitation services (if applicable), nutrition management, social work, and activities departments are typically members of the marketing team. Having a strong marketing team in place allows the marketer the freedom to build census and thus increase revenue for the facility by direct external community marketing. Unique approach From an external marketing perspective, the Life Care Centers of America Marketing Director possesses a novel approach. Because skilled nursing facilities are more aptly referred to as â€Å"nursing homes† which has a negative connotation, this particular marketer has adjusted his initial delivery. When people think of a nursing home, it is a final stop for a loved before they pass away. (Winston, 1984) The news that a 72 year old mother, wife, husband or father must go to a nursing home after suffering a fractured hip is as emotionally devastating for the family as the injury is physically devastating to the loved one. In his/her external marketing capacity, the marketing director has developed tool to not only excel in spite of this difficulty, but also close the sale immediately. The process centers on discussing the discharge first. The first thing the marketing director wants to do is dispel the thoughts he knows are running through the minds of the concerned family. He then, with painstaking detail explains the rehabilitation services offered at the facility that will make future discharge possible while emphasizing the optimal levels of function the patient will require before returning home. After his initial visit to the patient and family at the hospital, the family is taken for a tour of the facility and introduced directly to the directors