Southeastern Health Care at Home (formerly Southeastern Home Health Services) contracted with Gabrielle DeTora and DeTora Consulting to develop a 3-year Strategic Marketing Plan to support business goals and ongoing marketing exploration.
Southeastern Home Health Services (SHHS) is the largest privately-owned home health services provider in Pennsylvania. In addition to home health care, the company delivers hospice and mobile primary care services, plus palliative and wound care services
Geneva Glen Capital, owner of SHHS, approved the decision to contract with Gabrielle DeTora and DeTora Consulting to develop a 2020-2023 Strategic Marketing Plan. Initially, Gabrielle DeTora will conduct a three-month-long discovery process and strategic analysis of SHHS’s brand. The discovery process will include a dozen executive interviews, a marketing audit, a competitive advertising, media, and website review, and a positioning analysis.
The strategic analysis will include a review of SHHS’s business goals, competitive service offerings, market share, and a financial assessment. Additionally, executive interview and secondary market research will supplement ongoing strategic marketing exploration. Key findings from the aggregate of the information reviewed will be incorporated into the Strategic Marketing Plan for SHHS.
The overarching goals of the Strategic Marketing Plan are to:
- Create a consistent brand that fits within an overall brand strategy and re-positioning
- Develop a tiered marketing support system that will help each division implement new brand standards and messaging
- Use market segmentation to hone messages to specific target audiences and geographies
- Execute specific marketing initiatives for identified services that will drive additional volume and create a strong halo effect for the company’s recruitment and retention initiatives.
This initiative supports re-positioning SHHS as the clear market leader in the region, building a new, more effective website, attracting more patients, increasing B2B referrals and marketing efficacy, and growing public awareness of SHHS key services. The Strategic Marketing Plan will define the key service lines for messaging, business goals, marketing objectives, and tactics to accomplish those objectives.
The Strategic Marketing Plan will also outline an integrated approach in phases. Phase One (2020-2021) will include a rebranding of name, logo, and all digital assets including a complete website.
The marketing plan will target the primary and secondary markets and includes “mass media marketing” initiatives to achieve SHHS’s goals, and “niche marketing” initiatives for service lines not explicitly covered in the mass media marketing.
Phase Two (2021-2022) will micro-target personalized messaging in the primary and secondary markets and focus heavy emphasis on the expansion areas within the tertiary markets. Recommendations may include the introduction of tactics such as Customer Relationship Management (CRM) and Physician Relationship Management (PRM), as well as additional Account Executives to launch a prioritized Sales Plan.
Phase Three initiatives (2022-2023) will position SHHS as the national expert in home health with efforts on clinical standard of excellence certificate programs and partnering with the nation’s best healthcare organizations to development methodologies for a newly developed U.S. News & World Report “Nursing Home” rankings.