Nursing Home Business Plan

Bright House

Execution

Marketing & Sales

Marketing Plan

The main means of marketing for Bright House is through word of mouth. Due to our respectful and medically skilled staff we trust our business to speak for itself. Therefore, we don’t need much marketing. In addition to word of mouth, we will offer tours Monday-Friday. These tours will allow us to show off our beautiful facilities, and will hopefully draw in more potential residents. Lastly we will have a website that we will use to promote our tours and will serve as marketing to our more tech-oriented customers.

Sales Plan

Our sales will mostly come from tours, but some will come from our website as well. Our space is limited, especially for full-time residents, so potential customers will need to go through an application process. People are able to fill out an application in person at our main office, or can submit an application online. If the application is approved, we can talk to the family about the specific needs of the resident and when they can move in!

Operations

Locations & Facilities

We have now nearly completed the five-month renovation of the former Wayfield Bed and Breakfast into our two main facilities. The main building will house our privately insured, assisted-living residents. The skilled nursing facility across the courtyard offers more intensive care for post-operative and recovering temporary residents, as well as providing a setting for increased care for our residents as needed.

Each resident in our assisted living retreat will have a private bedroom and bath, opening onto a central social area containing the living room, dining room, and kitchen. We have two larger rooms that can accommodate married couples who move in at the same time, for a total of 12 rooms, holding up to 14 residents. Each room is wheelchair accessible, and can accommodate maintenance machines such as oxygen.

The skilled nursing facility to the left of the main building can house up to eleven adults, and is the only area of the facilities which will house residents receiving Medicare or Medicaid payments. This part of Bright House has two purposes: as a short-term rehabilitation center for community members recovering from surgery or medical emergencies; and as a full-service nursing facility for residents who can no longer take care of their own needs sufficiently in the main building. The continuity of location, social contact, and quality of care ensures that our residents will remain in the best possible surroundings when their needs are greatest.

Middletown, where we are situated, is centrally located 25 minutes from Hartford, and 30 minutes from New Haven. Middletown is a small college town, with an ethnically and economically-varied population.

Technology

In addition to our advanced medical equipment, the main use of technology at Bright House will be the installation and use of our computerized medical record system. The benefits of this system (described in the Start-up Summary, above) are numerous. The system will also allow residents to access their own individual records with a password at will, to ensure that they understand as much as they can about their own situation, and how to maintain their health.

We are working carefully with DigInfoMedTel to ensure that all of our technology meets Health Insurance Portability and Accountability Act (HIPAA) standards before implementation. We will hold a series of HIPAA trainings with the software in mid-December to ensure that our staff is fully-knowledgeable in this area.

Milestones & Metrics

Milestones Table

Key metrics

Key Metrics 

• cost effective housing and prcing 
• pharmacy inventory 
• twitter reviews and retweets 
• radio advertisements