Longevity Healthcare Systems, Inc Case Analysis
I. STATEMENT OF THE PROBLEM
Longevity Healthcare Systems, Inc is an institution that provides services such as basic (nursing home) health care, rehabilitation therapy, Alzheimer’s care, institutional pharmacy services, sub-acute care and home health care. Longevity has four health care areas; Nursing Care, Subacute care, Rehabilitation services and Institutional pharmacy. The business emerged when Kathryn Hamilton, in 1972, was searching for a nursing home for her mother. Kathryn together with her husband leased a small, outdated 40-bed hospital in a nearby suburb and converted it into along term care facility. By 1979, Longevity was incorporated and Kathryn became the President. For the past years, they've built and acquire nursing homes and institutional pharmacies in Grand Rapids, Michigan and Toledo, Ohio.
Currently, Longevity does not have a corporate marketing strategy. Each of Longevity’s health care units (nursing care, subacute care and pharmacy) has its own marketing method and strategy and do not collaborate at any level. The only corporate marketing effort undertake by Longevity is to distribute promotional materials underlying its philosophy of care, services and quality. Direct selling to referral sources was also used to promote the pharmacy services.
As Kathryn reviewed the financial statements of Longevity, she was somehow satisfied that the sales exceeded the expectations. But she was thinking way beyond that. Currently, Longevity is looking into further expansion opportunities. The Longevity’s management has to decide the direction of the company and make a decision and which expansion opportunity to undertake. All growth opportunities will further expand Longevity’s reach, but given the limited resources and the new marketing strategy, management has to choose between these projects.
Faced with all these concerns and plans, the group has come up with the problem: What corporate marketing strategy should Longevity health care
Longevity Healthcare Systems, Inc is an institution that provides services such as basic (nursing home) health care, rehabilitation therapy, Alzheimer’s care, institutional pharmacy services, sub-acute care and home health care. Longevity has four health care areas; Nursing Care, Subacute care, Rehabilitation services and Institutional pharmacy. The business emerged when Kathryn Hamilton, in 1972, was searching for a nursing home for her mother. Kathryn together with her husband leased a small, outdated 40-bed hospital in a nearby suburb and converted it into along term care facility. By 1979, Longevity was incorporated and Kathryn became the President. For the past years, they've built and acquire nursing homes and institutional pharmacies in Grand Rapids, Michigan and Toledo, Ohio.
Currently, Longevity does not have a corporate marketing strategy. Each of Longevity’s health care units (nursing care, subacute care and pharmacy) has its own marketing method and strategy and do not collaborate at any level. The only corporate marketing effort undertake by Longevity is to distribute promotional materials underlying its philosophy of care, services and quality. Direct selling to referral sources was also used to promote the pharmacy services.
As Kathryn reviewed the financial statements of Longevity, she was somehow satisfied that the sales exceeded the expectations. But she was thinking way beyond that. Currently, Longevity is looking into further expansion opportunities. The Longevity’s management has to decide the direction of the company and make a decision and which expansion opportunity to undertake. All growth opportunities will further expand Longevity’s reach, but given the limited resources and the new marketing strategy, management has to choose between these projects.
Faced with all these concerns and plans, the group has come up with the problem: What corporate marketing strategy should Longevity health care