The current marketing communication, identity, and brand position of Plaza Home Health Services
Plaza Home Health Services has been in operation for one year. The institution uses strict protocols to ensure the targeted customers get quality services. Specific values, such as courtesy, quality, and dignity, are taken seriously at the facility. The organization has created a powerful brand position and identity. This is the case because the workers at the firm are committed to delivering excellent services. The institution exceeds the expectations of different patients and monitors the level of rivalry in the market (Fortenberry, 2010). The facility’s policies are “guided by the major facets of service delivery and business operation” (Fortenberry, 2010, p. 14). The case study indicates clearly that courtesy and effective care-delivery processes are critical aspects of the facility. The caregivers use adequate language to support the organization’s communications strategy.
Plaza Home Health Services has managed to support the needs of its clients within the past 12 months. However, the organization’s brand position has been unable to attract the attention of many potential customers. The organization’s logo is poorly designed and conceived. The presented article indicates that the logo has “resulted in aesthetically displeasing and uninspiring cards, promotional brochures, and building signage” (Fortenberry, 2010, p. 15). This fact explains why a new branding approach is needed to support the organization’s business objectives. New measures are needed at the organization to support its marketing communication and brand identity. Therefore, Nancy and Jennifer have decided to implement new changes in an attempt to come up with a better branding strategy. The organization is currently focusing is on its brand attributes and corporate image.
SWOT analysis associated with the current marketing communication, identity, and brand position of Plaza Home Health Services
Plaza Home Health Services uses several strategies to attract more potential customers. The internal environment has continued to support the organization’s goals. This SWOT Analysis explores the major aspects of the organization’s marketing communication, brand position, and identity.
|Strengths ||Weaknesses |
|Opportunities ||Threats |
The importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy
The presented case study explains how the two entrepreneurs managed to establish a successful healthcare institution. The success of this organization can be supported by using a powerful brand strategy. The approach will ensure every targeted potential is achieved. Benchmarking is needed towards developing and implementing the most desirable brand strategy. The benchmarking process will make it easier for the leaders to identify and address the weaknesses affecting the organization’s brand strategy (Fortenberry, 2010). The practice will present better approaches to improve brand position. The weaknesses associated with the current brand image will be outlined and addressed. The next step will be to identify new measures that can result in a powerful strategy.
The benchmarking process will help the owners address the issue of competition. The approach will create a new brand that addresses the needs of targeted customers. The healthcare facility should ensure the diverse needs of the targeted clients are considered during the branding process. The organization can use different avenues to inform more people about the superiority of its services. The benchmarking process will ensure the best actions and initiatives are used to support the organization’s brand image. The aspects and approaches embraced by different competitors should be carefully analyzed (Ghodeswar, 2008). The approach will make it easier for the co-owners to create a powerful brand identity and eventually attract more customers. Effective benchmarking will ensure the new brand identity supports the facility’s future performance.
The owners of the institution have decided to create a new logo that “incorporates classic symbolism” (Fortenberry, 2010, p. 16). The proposed logo is expected to include both symbol and text components. The approach will attract more customers and make the brand easily recognizable. That being the case, the newly-created brand should have a purpose and mission. The mission will inform more customers about the company’s goals and core values. The brand should focus on the best approaches towards supporting the welfare of the targeted clients (Sciulli & Missien, 2015). The benchmarking process will ensure Plaza Home Health Services improves its brand strategy.
Comparison branding and communication strategies of BAYADA Home Health Care with that of Plaza Home Health Services
BAYADA Home Health Care is a leading provider of quality care services in the United States. The organization uses a powerful brand strategy characterized by a unique logo. The organization uses its website to connect with different clients. It collaborates with different caregivers and practitioners to achieve its potentials. The agency has established more centers in specific regions across the country. Referrals are used to ensure more people use the organization’s services (Kumar, 2013). The use of black and red colors makes the brand outstanding. This organization also embraces the concept of diversity. These strategies differ significantly from the ones employed by Plaza Home Health Services. The agency’s logo is unattractive and ineffective. The organization does not collaborate with different stakeholders and partners.
That being the case, Plaza Home Health Services should apply new practices into its communication and branding strategies. The healthcare organization should design a logo characterized by unique colors. The leaders can use two colors to minimize confusion (Manhas, 2010). The use of a website will play a positive role in communicating the targeted business model to more clients. Referrals should be used to ensure more customers are attracted to the healthcare facility. This strategy has the potential to attract more stakeholders. The healthcare facility can use powerful marketing strategies to inform more individuals in Georgetown about its superior services. The workers should present new suggestions to improve the organization’s communication and branding strategies. The newly-designed logo should be printed on every business card and brochure. These strategies will eventually make Plaza Home Health Services successful.
Fortenberry, J. (2010). Cases in health care marketing. New York, NY: Jones & Bartlett Learning.
Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, 17(1), 4-12.
Kumar, S. (2013). An exploratory study of product and brand positioning typologies with respect to pharmaceutical companies. Review of Integrative Business & Economics Research, 2(2), 638-654.
Manhas, P. (2010). Strategic brand positioning analysis through comparison of cognitive and conative perceptions. Journal of Economics, Finance and Administrative Science, 1(1), 15-33.
Sciulli, L., & Missien, T. (2015). Hospital service-line positioning and brand image: influences on service quality, patient satisfaction, and desired performance. Innovative Marketing, 11(2), 20-29.