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Posted: October 18th, 2018
Business Plan and Analysis for Social Work Company
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Professional Referral Marketing
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Executive Summary
United Kingdom is considered as an individualism culture in which individuals are expected to take care of only themselves and their immediate families as concluded by Greek Hofstede after his study on multi-cultural dimensions. Similarly, great number of population living longer in the western countries in particular in the United Kingdom which have presented a challenge of looking after the elderly people in the society. The concept of health and social care came into existence at the time of First World War when individuals nursed the wounded soldiers. Similarly, in the mid 1990’s, the U.K, government started realising that the there has to be an organised system to look after the elderly people and people with difficulties, this is when National Health System was introduced. Now a days, Health and Social Care companies work along with the NHS to provide help and support to elderly people, and individuals with learning difficulties and disabilities.
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Pulse Care Limited is a health and a social care company who intent to provide support and help to the NHS and to the community. We aim to target the vulnerable groups i.e. the elderly, young people and children suffering through disabilities and learning difficulties. The company also offer help and support to families by providing a day care centre facility where the clients can be looked after in a more personalised manner. At Pulse Care Limited, we offer a unique combination of premier home health care and community-based day centre services.
In today’s competitive market for the health and care sector, there have been a number of reports regarding the inadequate and unprofessional approach used by various organisations to treat elderly and people with disabilities. In a recent report by the Local Government Association for Community Wellbeing, its chairman David Rogers, is quoted as saying, “There needs to be urgent action to ensure the way we offer support to older people is fairer, simpler and fit for purpose in order to truly meet the needs of the most vulnerable members of our society.” Pulse Care Limited aims to provide user-centred approach to highlight and innovative solutions to the problem mentioned above which would also give the company a competitive edge in the market.
Pulse Care Limited endeavours to provide the best quality care to its clients based on respect and dignity for the individual with a tailor- made support based on their individual needs. We will certainly ensure that the highest industry standards are continued and staff would be in a continued programme of improvement to be able to deliver the best client experience which includes their family and friends.
Our business philosophy is incorporated by the fact that, a happy work force that treasures what it does, delivers the best possible quality service, and that both management and clients will find benefit in working and being together. Our competitive pricing and fees structure puts the clients at the heart of designing their desired level of care while ensuring high quality standards.
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Objectives
Pulse Care Limited’s overall objective is position its self as a trustworthy and caring brand which would give a cutting edge to the company in the industry. Following are the key objectives of the company for the first year of operations.
- To ensure that clients and stakeholders are treated with dignity and respect.
- To design effective brand management strategies which would help the business to position it’s self as a trustworthy, honest and caring brand.
- To ensure client satisfaction always remain centred to the business.
- To target 25% of the local clients in the first year of operation.
Mission Statement
“We aim to provide help and support to our clients and to the community by treating them with dignity and respect”
Key Performance Indicators
- Put the patient first
- Value for money services
- Access to more option for the patience/clients
- Work openly and in partnership with other NHS organisations
- Use clinical leadership to develop and manage services
Company’s Ownership
Pulse Care Limited is a registered at the companies house U.K with the registration number 09027014. Mr. Wajeed Ali Khan Mohammad is the sole director of the company and possess 100% share in the company. He has successfully accomplished his Masters of Science in Health and Social Care Management from the University of Bradford.
Director’s Role
The character of the director/owner of any business is very decisive. Mr. Muhammad has the experience and education in the field of Health and Social Care which would support the business to attain and maintain customers. Similarly, the character of the director impacts on the day to day operations of any SME’s. Therefore, Mr. Muhammad does realise the importance to have positive personality traits i.e. trustworthiness, honesty, knowledge, reliable and innovative. In Contrast to SME’s in large organisations, celebrities are commonly used for brand promotion purposes. Mr. Muhammad, understands the important of his commitments and personality as this would support and help the business to establish relationship with clients and stakeholders.
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Company’s Services
Pulse Care Limited is a health and social care services company. The company endeavours to provide support and care to the clients and to the community. The definitive goal of the company is assist its clients to live a pleasing and independent life.
Following are the key services provided by the company.
- Care and Support for elder people.
- Specialist care and Support
- Personal Care services
- Consultation
- Child & Family Care
- Adult care & wellbeing
- Learning disabilities
- Mental health problems
Key Competitors
Pulse Care Limited will continuously monitor its competitors. The company will always keep an eye on the competitor’s strategies and the service level. Following are key competitors of the company.
Heritage Care Ltd
Health Authorities & Primary Care Trusts
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DASL
Addiction Rehabilitation
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Lifecare Institute
Training Services
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Pohwer
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4social Work
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Marieco Care Ltd
Home Care Services
Tel:03302 231786
Quest
Training Services
Tel:020 8911 0760
SWOT analysis
We are currently in an extremely productive market in a swiftly emergent economy. Pulse Care Limited forecasts its strengths as the ability to respond keenly to the market dictates and to provide customised market research services to our clients. In addition through aggressive marketing and quality management we intend to become a well-respected leader in health and social care industry. Below are the summarized strengths, weaknesses, opportunities, and threats.
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(S)trengths
- Strategic market segmentation and implementation strategies.
- Personalised health care service provided by the company.
- Diversified market segments. Ensures the lack of dependency on one particular market.
- Government’s friendly policies and consistent support to Health and Social Care Enterprises.
- An aggressive and focused marketing campaign.
- A marketing plan with clear goals and strategies.
- Director’s experience and education in the field of Health & Social Care Management.
(W)eaknesses
- Lack of a solid well-established network in the market research arena.
- The introduction of new organizational practices could presents a challenge to the organization.
(O)pportunities
- Lack of care and respect shown by health and care organisation would help the company to build its reputation in the market as the company’s main mission is to deliver high standards of care to its clients.
- Friendly government’s policy for health and social care department.
(T)hreats
- Competitive market in the Health & social care industry
- Owner’s lack of experience in running his own organisation.
Market Research
The number of people living over 65 in the United Kingdom has increased by 25% since 1986 and people living over 85 has since doubled. United Kingdom has been experiencing demographic issues like many other western countries which has brought the need of health and social care for this population. . The concept of health and social care came into existence at the time of First World War when individuals nursed the wounded soldiers. Similarly, in the mid 1990’s, the U.K, government started realising that the there has to be an organised system to look after the elderly people and people with difficulties, this is when National Health System was introduced. Now a days, Health and Social Care companies work along with the NHS to provide help and support to elderly people, and individuals with learning difficulties and disabilities. Pulse Care Limited, endeavours to provide services to its clients with respect and dignity. Unlike, many other health and social care organisations where clients are not even treated with respect and dignity. Pulse Care Limited, not only target the elder people but also people with disabilities and learning difficulties. The health and social care industry is quite competitive however, there is still a need for a health and social care company who can genuinely offer the care to the clients with admiration and pride and we aim to fill this gap. Our business philosophy is incorporated by the fact that, a happy work force that treasures what it does, delivers the best possible quality service, and that both management and clients will find benefit in working and being together. Our competitive pricing and fees structure puts the clients at the heart of designing their desired level of care while ensuring high quality standards.
Target Market
H & Care Limited has divided its target audience into two categories i.e. Primary group and Secondary Group. The primary group of clients are the patients referred by health care facilities, physicians and other health care professionals. The secondary group of clients for the company are individuals who are suffering through personal injuries and require case management services to assist them in addressing medical, financial and employment issues.
Marketing Plan
Pulse Care Limited will use the following elements for the purpose of marketing.
Professional Referral Marketing
Professional referral Marketing is one of the consistent and enduring strategy which would help and support the business to obtain referrals from other medical professionals. Mr. Muhammad’s education and experience in the area of health and social care will support the company to obtain the confidence of the medical professionals. Similarly, the company would regularly make communications with these professionals in order to implement this strategy.
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Internet Marketing
Internet marketing would be used to capture the clients and professional directly and also for the purpose of brand awareness The company’s website has already been created i.e. the website encompasses all the relevant information about the company i.e. logo, company’s full name, contact details ,corporate address and the services offered by the company. Company’s official Facebook and twitter accounts along with the director Linked In profile links are visible on the website which would allow the visitors to join the official social media pages. More than 80% of the U.K population can targeted through social media. Pulse Care Limited has already created its Face book, Twitter page which would allow the company to communicate with the target audience. All these medium would allow the company to build brand awareness and establish the trust relationship with the target audience.
Branding
The faith of people have been lost in health and social care organisation because all the inadequate and unprofessional approaches practiced by many health and social care organisation. Hence , it is very significant to build a brand in which the clients can trust and this would be achieve via making relationship with clients and professionals. Pulse Care Limited will provide its clients with a platform on social media and on the company’s website to share their personalised experiences and best practices. This would allow the company to build its brand awareness. Moreover, the company seeks to get the affiliation from Care Quality Commission England, which would also help the company to gain the trust of its target audience. Moreover, regular communications will shared for brand awareness purposes which would emphasise the high standard of quality services provided by the company.
Internal Marketing
Pulse Care Limited will capture its existing customers to generate more business and also to get referrals from them. The company has already created a manual spreadsheet data base where all the details about new and existing clients are been saved. Company will use series of marketing communications tools to target the audience.
External Marketing
Our external marketing strategy will be based mainly on informing the target audience about our existence and making the right information available .Therefore, we will be targeting different segments with our promotional tools and the messages may slightly vary to match the intended audience. However, in all cases the marketing will convey the sense of quality and professionalism, in all the promotion and publication. In such a market we cannot afford to appear in or produce second-rate material with poor labels that make our services look less. Hence we endeavour to influence our presence using quality brochures and other sales literature, including promotional material such as pens, complimentary slips and stickers. The company has already designed its flyers and these are already distributing in the local area. In future the company will avail the service of a third party company to distribute the flyers.
Public Relations
One of the most effective way of incorporating a brand/ company image in the mind of its clients in through public relations activities. Pulse care limited will engage itself in various public relationship activities. Mr. Muhammad will share his experience and highlight the key trends and exceptions in Health and Social care Management via press releases and through online marketing. This would help the company to build its reputation and awareness in the mind of its target audience.
Contingency Plan
We aim to concentrate on the results collated through our current marketing campaign. If we anticipate that the marketing strategy has failed to provide the desired results, we will evaluate all our marketing and communications strategies and will give emphasis to understand the clients and stakeholders psyche and will continuously monitor the competitor’s behaviour pattern. We will than implement a new marketing strategy as per the result evaluated from the marketing campaign.
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