Gentiva Home Health Integrated Global Marketing Case Study

Gentiva Home Health Integrated Global Marketing Case Study

Company Selection and Overview

This paper intends to discuss the integrated global marketing in relation with Gentiva Home Health Company. The company is related to the industry of Home Health and Hospice and is catering to almost 80,000 patients on daily basis within United States. Reaching such a huge number of customers require a deep understanding of information resources. The purpose of this paper is to provide an overview about how Gentiva Home Health Company uses the information resources in order to build their marketing decision support systems and customer relationship management environment.

Company's Use of Information Sources

Healthcare is a limited resource, and all limited resources are allotted or rationed in one manner or another (Teutsch and Rechel, 2012). In the United States, most healthcares are privately funded, and so most allocating is done by price: customer gets what he, or his company, can have enough money to indemnify him for. But our present arrangement of employer-funded healthcare insurance presents only, for the reason that the national government supported it by making the payments tax deductible (Teutsch & Rechel, 2012).

Situation through studying customer insights or profiles, competitor analysis of other healthcare providers, market sales trends of home health companies & internal capabilities and resources of the firm can be seen in the following analysis. Objectives of Customer acquisition & retention or Sales targets, Product & Service Quality Targets and saving or Efficiency targets etc remain most important for the company. Strategic requirements set according to the Customer Segments, Operational Objectives, Target Markets and Positioning. A tactical plan of home health provider is usually designed to modify the marketing plan according to the 8 P's of Marketing Mix i.e.

Product-Home Health and Hospice

Place-Location, Transportation & Availability

Price- Penetration or Price Leadership since Skimming wouldn't apply to Home Health Items

Promotion- Integration of Above the Line & Below the Line techniques

People- Employee Development & Training etc.

Processes- Total Quality Management & Customer Satisfaction through quality services provision.

Performance- Productivity and Efficiency of Service

Philosophy- Mission & Vision of the Organization

Company's Market Segments

Domestic and International Markets

The company operates within the premises of United States. The quality of services provided by Gentiva Home Health Company is extremely appreciated and well known. For the purpose of expanding in the international markets, a huge research is needed to be done (Siriprasoetsin, Tuamsuk & Vongprasert, 2011).

Vision and Execution of Strategy

The success of Gentiva Home Health Company lies in its successful vision and mission and implementation of its strategy. The company keeps itself committed to improve quality of life for those they serve through the delivery of clinical excellence, extraordinary service and compassionate care, while being recognized as the leader in home health and hospice services (www.gentiva.com).

Growing and Servicing Customer Base

The personnel involved in communicating are the nurses, staff, and doctors who are involved in direct patient care. They provide the records regarding the patient's identity, condition, cure rate, referral rate, etc. The director and the manager then analyze ...