Assisted Living Facility Business Plan Template [Updated 2024]

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VI. Marketing Plan


You can download our Assisted Living Business Plan Template (including a full, customizable financial model) to your computer here.

The [Company Name] Brand

The [Company Name] brand will focus on the Company’s unique value proposition:

  • Knowledgeable, friendly, expert staff of healthcare professionals.
  • Quality level of service and care.
  • Cleanest and most comfortable assisted living facility in the metroplex.
  • Most competitive pricing for the area’s assisted living facilities.

Promotions Strategy

[Company Name] will target the elderly and disabled residents of [company location] within a 20-30 mile radius. The Company’s promotions strategy to reach the most clientele include:

Local Hospitals
[Company Name] will work to make sure the hospitals send referrals and highly recommend [company name] to its patients and their families upon releasing them from the hospital and into a permanent assisted living facility.

Home Health Care
[Company Name] will work with home health care agencies so that they recommend their assisted living facility for when a patient has to be moved from home health care and into an assisted living facility because their condition has worsened and now require a greater amount of care and oversight.

Website
[Company Name] will have an informative and attractive website that will feature all of its services and referrals from other satisfied residents and their families. The website will be highly informative and be designed in a way that is friendly and eye-catching.

SEO
[Company Name] will invest in a high SEO presence so that the assisted living facility is listed at the top of the Google or Bing search engine when a family member is researching assisted living in [company location].

Billboard
[Company Name] will have a billboard in an area of town at a busy intersection where thousands of cars and pedestrians pass daily. The location of the billboard will be in an area of town where there are a lot of doctors offices, rehab facilities, and a hospital nearby.

Advertising
[Company Name] will invest in advertisements in featured local publications, such as community newspapers and newsletters that focus on the retired and aging population.

Social Workers
[Company Name] will work with social workers who deal with individuals who have severe disabilities and are not able to live independently.

Pricing Strategy

[Company Name]’s pricing will be moderate so customers feel they receive great value when purchasing its services.

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