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Nursing Home Business Plan Template [Updated 2022]

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VI. Marketing Plan


You can download our 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 nursing home in the metro area.
  • Most competitive pricing for the area’s nursing care 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 nursing home.

Home Health Care
[Company Name] will work with home health care agencies so that they recommend their nursing home for when a patient has to be moved from home health care and into a nursing home 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 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 user friendly and eye-catching.

SEO
[Company Name] will invest in a high SEO presence so that the nursing home is listed at the top of the Google or Bing search engine when area individuals research nursing care options 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 many 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.

Pricing Strategy

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

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