Date of Award

Winter 4-28-2025

Embargo Period

4-30-2025

Document Type

Dissertation

Degree Name

Doctor of Health Administration

Department

Health Administration and Policy

College

College of Health Professions

Additional College

College of Health Professions

First Advisor

Kit N. Simpson

Second Advisor

Jullian Harvey

Third Advisor

Caitlin Koob

Abstract

Objective: To fulfill an unmet need for practical, parsimonious assistance for examples of a practical marketing plan for new, small home health care agencies. The home health (HH) care industry needs customized marketing plans tailored to the unique requirements of small, emerging HH agencies. These plans are essential for navigating the competitive market driven by an aging population and technological advancements. However, the industry's emphasis on this specific aspect is significantly lacking.

Methodology: We reviewed the published literature, numerous books and websites and selected sources that provided practical, small-scale approaches to marketing for health care organizations. We identified specific marketing constructs that were relevant to HH and feasible to use for small organizations with limited resources and experience. Specific features included examining demographic, geographic, psychographic, and behavioral factors influencing service demand. The aim was to gather comprehensive data from Google Scholar and the Medical University of South Carolina Library to research marketing healthcare organizations, specifically HH services. We then extracted the key features, selecting those that fit: 1) small HH agencies, 2) were relevant to start-ups with limited resources, and 3) captured tailored approaches needed for rural areas.

Findings: After reviewing the literature, several key articles and books were identified offering practical strategies for HH agencies' marketing plans. These resources included “Progressive Marketing and Growth Plan for Medical Home Health Care Services” by Nat Chiaffarano, which discusses innovative ways to enhance marketing reach; “Marketing the Home Health Agency” by Schmidt et al., which explores the sector's challenges and opportunities; and “Marketing Home Health Care to the Rural Elderly” by Wade Lancaster, focusing on marketing plan strategies for serving older adults in rural areas. These resources offer valuable insights for effective marketing planning in the HH care industry.

Conclusion: The marketing plan for an HH provider should emphasize community positioning. Key strategies include collaborating with primary care physicians for patient referrals, engaging with hospital case workers, and maintaining close cooperation with social workers in nursing homes. The HH provider's reputation is crucial for effective marketing, quality assurance, and the referral process in HH care.

Rights

© Patrick Baker 2025 All rights reserved

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