Plaza Home Health Services

The current marketing communication, identity, and brand position of Plaza Home Health Services.

Marketing communication, brand design and bran position involves designing everything starting with logo, promotional materials, and in some cases advertising to establish a recognizable business identity. It is obvious that marketing presents a strategy that encompasses techniques for sales, business communications and business developments (Aaker & Joachimsthaler, 2000). The current identity of the agency poorly designed logo. In fact, one can query whether it has a logo since the image is simply a text of ‘Plaza Home Health Services. This brand representation is employed in black in the office building and the roadside sign post. Moreover, it is employed in the entire agency’s promotional brochures; every piece is laser printed with perforated paper sheets that are later separated to create a distinct business card. With regards to brand Plaza, it is common name. The urgency is currently using black color by default due to their monochrome laser printer.

SWOT analysis

Strengths

Plaza Home Health Services is a health agency that provides services remotely. The name is unique because it presents an impression of quality service delivery. In addition, the health agency has a team of qualified staff in the health service giving it a competitive advantage. In addition, Plaza Health Services that all the policies address all its operations as well as delivery of quality health services. For instance, health providers adhere to strict protocols an all facets-grooming, specialized courtesy and patient care. Other strengths include financial viable for future expansion (Fill, 2002). These strengths have given plaza Home Health services a chance to assume leadership position among its main competitors.

Weaknesses

Just like small business, Plaza Home Health Services had problems of insufficient funds that forced co-owners to compromise on identity. These compromises were countless, revolving on one key aspect, defectively designed logo. This led to aesthetically disappointing as well apathetic business cards and promotional materials. Generally, the branding aspect of Plaza Home Health Services is unprofessional.

Opportunities

Plaza Home Health services believes in health providers must be competent, an aspect that enabled the agency to amass benefit and compensation packages to hire the most qualified caregivers. Additionally, Plaza Home Health Service dedication to deliver quality services in a comprehensive manner, to meet all clients’ needs and eclipse the level services provided by its competitors has contributed to high returns. Another opportunity for this agency is financial viability (Fill, 2002).

Threats

The major threat is competition in the provision of health services. For instances, with respect to logo of the business it is challenging to design one because Plaza Home Health services three man competitors have that most common medical symbols that medical caduceus, pulse trace and hospital cross. To get rid of confusion, co-owners of Plaza Home Health services should avoid color schemes and symbols used by competitors.

The importance of benchmarking in Plaza Home Health Services’ development and implementation of an effective brand strategy (marketing communication, identity, and brand position)

Benchmarking, development and implementation of an effective brand strategy are important because they present a sense of the following:

Self-Importance:- An expertly developed logo and Brand Identification program will indicate that you are devoted to projecting your organization as a significant competitor in your industry.

Visibility – Many potential customers look for highly noticeable, well-defined enterprises, and the “look and feel” of your uniqueness performs a big part in decisions process.

Integrity: This is about developing dependability with a powerful noticeable theory in an expertly developed Product / Identification program, used throughout all of your organization and communication, will keep you a step ahead of your competitors.

Form: An expertly developed Product / Identification program aligns your organization to work with larger companies and improves your edges by enabling you to set top quality rates for your items and / or solutions.

Maintenance: Many people remember what they see compared to what they hear. Having a regular noticeable identity for your firm as well as marketing communication will give you leading edge of customers’ thoughts when they need your services (Aaker & Joachimsthaler, 2000).

Differentiation: When joined with an ideal program, a well developed organization brand name and a powerful identity program will position your organization above the competitors in your industry.

Stability: Even without the ability declare that you’ve been in operation for many years, an efficient Product / Identification program presents opportunities for your business to be committed in service delivery.

Support: With a well-rounded organization package, your organization objectives are adequately described and this increases chances of getting investment capital or other forms of financial aid.

Consequently, it is important for Plaza Home Health services to implement and develop an effective brand strategy because; it would act as a better measure to attract more clients and improve recognition. Moreover, this would improve the brand identity which is distinct as well as creative. It is also vital to adopt an effective brand because it would increase corporate identity and client recognition in an attempt to position the agency for long term success and future expansion.

Medstar University Healthcare system has an effective management system that formulates ways through which to maintain communications between the different stakeholders. The Company’s logo is in color and this brings it out to potential clients, unlike Plaza Health services logo that is done in black. This is where Plaza home misses the mark given that a logo is all about branding, and these small details are what people look in a given organization. Both hospitals have in place effective communication systems that help them facilitate technical issues of public health (Brassington & Pettitt, 2000).

The large workforce at Plaza Home Health Services requires knowledge on what is happening in one area of another profession that is relevant to their field. For example the outbreak of a disease will require communication flow from hospitals to scientists and researchers and lawyers. Communication in the workplace is an important aspect in maintaining cohesiveness within the organization because good internal communication is the basis of positive moral enhancement in employees.

Because of the above, Plaza Home should embrace quality management in terms of strategic branding to be able to communicate their goals and aspirations to clients and staff alike. Plaza Home should embrace communication channels that involve departmental newsletter which serve to inform the service providers, medical community, local health organizations and policy makers about important department activities. At the same time, this home should embrace communication enhanced by technology through electronic mail and web pages enabling the management to pass information to the workforce. Video conferencing will help enhanced interaction of its health workers residing in different locations because they can easily share information of common interest (Baker, 2000).

Through maintaining proper communication channels, the management is able to effectively communicate with policy makers about the problems being faced due to low morale of employees and their subsequent dedication to their primary professions so that they can come up with policies to enable the management of workforce and sectors involved in public health provision (Schultz &Kitchen, 2000). It is important for Plaza Home Health Services to apply additional best practices to its current branding and communication strategies so as to have a competitive advantage in the market place. Consequently, these efforts will play a crucial role in helping Plaza Home Health Services to improve upon its corporate identity and client recognition in an attempt to position the agency for long term success and future expansion.

References

Aaker, D and Joachimsthaler, E (2000) Brand leadership, The Free Press

Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business.

Brassington, F and Pettitt, S, (2000), Principles of Marketing, Second Edition, Prentice Hall, Harlow

Fill, C. (2002) Marketing Communications: Contexts, Strategies and Applications, 3rd edition, Harlow, Financial Times Prentice Hall.

Schultz, D. and Kitchen, P. (2000) Communicating Globally: An Integrated Marketing Approach London, Macmillan Business.