The Organization Of Bluebird Assignment Sample

Introduction To The Organization Of Bluebird

Bluebird is a well-known healthcare organisation with an emphasis on home care services. Since its founding in 2004, the business has developed into one of the top suppliers of elderly care in several locations. Bluebird Care delivers an array of services, such as aged care, disability assistance and healthcare, with a focus on providing excellent care to people in the convenience of their homes. Their dedicated groups of service providers, who work across different locations, guarantee personalised and compassionate assistance to improve their client's well-being. Bluebird Care keeps improving the circumstances of individuals who are in needs. Currently, with the motive to build and sustain competitive position now concerned organization is planning to organize fun activities for elderly people. This will contribute to the mental health and well-being of older people.

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Situational Analysis

a) SWOT Analysis of Bluebird Care:

b) Analysis and feeding into the mental wellbeing services plan:

The SWOT analysis reveals a number of important variables that can guide the development of elderly mental wellness programmes at Bluebird Care, including:

• Opportunity in Mental Health Services: Bluebird Care has a significant opportunity to provide specialised mental well-being services because the elderly population is seeing an upsurge in problems with mental health. These services, which cater to the special requirements of their senior clients, might involve counselling, psychological assistance and initiatives to foster cognitive health.
• Leveraging Strong Industry Reputation: Company services for mental health, can benefit from the market reputation built by it in the competitive business arena (Hosseinnejad, et. al. 2022). Consumers and their families might feel greater trust in the new offers by emphasizing the skilled personnel and customer-focused approach.
• Overcoming Workforce Challenges: Bluebird Care needs to ensure that service providers have enough skills and knowledge in the field of mental health. This in turn facilitates delivery of excellent mental wellness services. Sustaining service quality requires addressing problems with employees including hiring and retention.
• Working with Healthcare Professionals: Partnering with healthcare professionals, such as psychiatrists, geriatricians and mental health experts, may enhance a business's ability to provide all-inclusive mental wellness solutions (Siddiqui, 2021). Their standing in the field of health care may be strengthened by these relationships as well.
• Using technology: Bluebird Care might look at using tools that facilitate remote assistance, psychological monitoring, and other activities with an emotional wellness focus. This connection can boost customer satisfaction and increase the efficacy of providing services.

Marketing Objectives

SMART goals

The marketing initiatives aim to effectively market and advertise Bluebird Care's elder mental health services. The company's goal is to establish a provider of complete mental health care while creating an excellent and sympathetic image of the company within the target audience. The following are instances of SMART marketing goals:

• Specific: Improve knowledge and comprehension of Bluebird Care's mental health services among elders and their companions (Wibowo, et. al. 2020).
• Measurable: During the first six weeks of the service introduction, boost enquiries and service bookings for mental health help by 20%.
• Achievable: Increase the understanding and reputation of mental health providers by working with a minimum of two regional experts.
• Relevant: Align marketing initiatives with the company's strategic objective of offering complete support and care to senior citizens.
• Time-bound: To guarantee the launch and effect of a timely service, develop and carry through the marketing strategy within the period to come.

Marketing Strategy

Competitive strategies

With the goal to keep its position within the healthcare industry and differentiate itself from its competitors, Bluebird Care uses an array of competitive methods. First and foremost, the company prioritizes customer satisfaction and service excellence. Bluebird Care develops strong connections with its clients and their loved ones by offering high-quality personal care & personalised assistance, gaining their loyalty and confidence (Kumar, 2020). Their emphasis on the consumer allows them to stand out from other businesses and keep a loyal clientele.

To offer a qualified and caring caregiving staff, Bluebird Care emphasizes development and training for staff members. An edge in the market could be gained by having a staff that is well-trained to give customers exceptional care. By putting funds into ongoing education, Bluebird Care develops a solid reputation as a company and attracts qualified healthcare workers. The organization also employs a diverse service portfolio. Senior care, handicap support and specialised medical aid are just a few of the care services that Bluebird Care offers. They can serve an array of market categories due to their diversity, which broadens their reach and makes them more desirable to a wider range of customers.

To broaden its reach and boost reputation, Bluebird Care additionally partners with healthcare organisations. By collaborating with medical facilities, companies may get access to a wider customer and get recommendations from medical staff, strengthening their standing as a trustworthy supplier of care at home. In addition, Bluebird Care's aggressive strategies heavily rely on integrating technology (Rauschnabel, et. al. 2022). They enhance the provision of services and customer experience by implementing digital technologies for efficient interaction, keeping records and remote surveillance. Real-time updates brought possible by technology also improve interaction among the central assistance workers and the carers.

Segmentation, targeting and positioning (STP) approach

STP may serve as a marketing strategy that analyses effectively addresses customer needs.

Segmentation: For identifying specific target populations in the ageing population, segmentation is essential in terms of Bluebird Care's mental health services for the elderly. Income and age are the two major geographic and demographic variables for segmentation. The company can categorize elderly individuals into distinct categories of age, such as 60–75, 76–85 and 86+, since each of those ages may have different mental health demands. Hence, elderly people who reside in Birmingham will be the main target market for Bluebird. In addition to this, revenue segmentation can assist in altering services and pricing to suit customers with various financial capacities. Bluebird Care can provide individualized and pertinent mental wellness treatments by understanding the specific needs and tastes of each segment.

Targeting: Bluebird Care should use a distinctive approach to targeting, concentrating on various elderly demographic segments. Services for mental health may be developed to meet the specific requirements of every age group, addressing problems including isolation, sadness, anxiety and dementia (Chaffey and Smith, 2022). Bluebird Care is also capable of catering to a variety of economic brackets by providing a variety of services packages with various levels of support. The company may get more of the market and appeal to a broad client base due to their distinct targeting strategy, which positions them as a complete provider of mental health services to seniors. By using a differentiated targeting strategy Bluebird will entice decision of people who fall under the category of varied age group.

Positioning: The standard of service provided should be the focal point of Bluebird Care's main positioning approach. Bluebird Care may distinguish itself from rivals by focusing on a person-centred, holistic approach to mental health. They can emphasise their skilled and caring staff, their partnership with psychological professionals and the use of technology for effective and individualised treatment. Testimonials from grateful patients along with their loved ones can also be used to reaffirm the organization's dedication to offering top-notch treatment. This positioning approach enhances Bluebird Care's standing as a top supplier of home care by portraying it as a dependable and trusted partner for promoting the mental health of the elderly.

Marketing mix: A business employs a combination of tactical components known as the marketing mix to successfully advertise and market its goods and services. The mix of marketing tactics enables companies to create a comprehensive and customer-oriented strategy, to make sure the proper product or services is provided to the target market to fulfil their needs and wants at the appropriate price, in the right locations, and through the most effective communication (Hanlon, 2021).

Bluebird Care's Mental Wellness Services Marketing Mix Plan is enumerated below:

Product:

• Establish specialized mental health therapies that are geared towards various age and socioeconomic backgrounds.
• To address varied mental health demands, including programmes like counselling, cognitive exercises, emotional assistance and companionship.
• Develop individualised care plans that depend on the needs of every patient and promote a person-focused philosophy.
• Provide cutting-edge technological options for remote surveillance and communications to raise the standard of treatment

Price:

• Use a graded pricing model based on the quantity and quality of amenities included in each package for mental health.
• Provide cheap choices to boost the number of clients who can obtain emotional support.
• Offer distinct payment alternatives that accommodate customers of different financial capacities.
• Higher rates can be applied to special packages that include intensive personal assistance and other facilities. Hence, through the means of competitive pricing firm would become able to get the desired level of outcome or success.

Place:

• Open medical centres in key places to offer personal support and counselling sessions.
• To reach consumers in rural or undeveloped locations, use telehealth services.
• Work together with medical facilities, hospitals, and retirement communities to increase access to mental wellness treatments (Chana, et. al. 2021).
• Establish a reliable online system that makes it simple to request, publish, and access assistance with mental wellness.
• To boost effect and reach those who are marginalized, work with NGOs and organizations that are dedicated to improving mental health.
• Establish crisis management and rescue methods to guarantee prompt aid in urgent circumstances.
• Obtain the appropriate licenses and certifications that show the commitment to provide exceptional care for mental well-being.

Promotion:

• To reach seniors and their loved ones, start an organised marketing effort on social networking sites and online platforms.
• Collaborate with opinion leaders or industry professionals to promote Bluebird Care's mental wellness support services.
• Hold informative sessions and events to help spread the word about the important role of senior citizens' mental health.
• Deliver informative pamphlets and booklets at clinics and community centres.

People:

• Providing the caregiving team with specialised training and education in mental wellness assistance to guarantee sensitivity and comprehension.
• To improve the level of assistance, hire qualified psychiatrists, elderly counsellors and behavioural health specialists.
• Promote a work environment that values the welfare of consumers as well as staff members.

Physical Evidence:

• Establish pleasant, cosy care facilities with peaceful surroundings that improve mental well-being.
• Offer entertaining, appropriate for your age tasks and assets to foster a good environment.
• Use tech to facilitate communications and record-keeping, showing the company's commitment to effectiveness.

Process:

• Set up a simplified intake procedure for accurately identifying the customers' mental health requirements.
• Create an organised approach to the preparation and delivery of care that guarantees consistency and dependability.
• Constantly assess the efficacy of mental health services and look for ways to improve them better.
• Create an accessible customer service department to respond to enquiries and problems right away.

The elderly mental well-being offerings provided by Bluebird Care may be successfully advertised by include these components in the marketing mix. The customized service offers meet an array of demands, and the graded pricing model provides accessibility. The company's reach is expanded via collaborations with medical professionals, medical centres, and telemedicine possibilities. The organisation will establish a reputation as an accurate provider of mental health help by employing compassionate and skilled carers. The outward manifestations, including hospitable settings and advancements in technology, support the dedication to high-quality treatment. Bluebird Care can offer great mental wellness care and enhance the well-being of the older communities that they serve by following a methodical and empathetic methodology.

Action

Control

Benchmarking will serve as a key component of measuring and managing the efficacy of Bluebird Care's marketing approach for services associated with mental wellness. The total number of enquiries, service reservations, client approval scores, and retention rates are a few examples of crucial performance measures that are pertinent to the marketing approach. When comparing Bluebird Care's success to industry norms and best practices, these measures will be used for comparison purposes. To identify possibilities for growth and competitive advantages, examine their marketing tactics, product and service offerings, and interactions with clients. Benchmarking must be expanded to include suitable healthcare organizations that excel in offering services for mental well-being as well as to the industry.

Comparing performances across Bluebird Care's numerous branches or service centres can help the company find best practices and areas for development. Compare performance information regularly with predetermined benchmarks. Bluebird Care can pinpoint areas for development, keep up with the competition, and supply senior citizens with high-quality services for their mental health by including benchmarks in its assessment and oversight procedures. Benchmarking data-driven approach makes certain that the marketing strategy is dynamic, adaptive to competitive changes, and concentrated in meeting their clients' changing demands.

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References

Books and Journals

• Benzaghta, M.A., Elwalda, A., Mousa, M.M., Erkan, I. and Rahman, M., 2021. SWOT analysis applications: An integrative literature review.Journal of Global Business Insights,6(1), pp.55-73.
• Chaffey, D. and Smith, P.R., 2022.Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
• Chana, P., Siripipatthanakul, S., Nurittamont, W. and Phayaphrom, B., 2021. Effect of the service marketing mix (7Ps) on patient satisfaction for clinic services in Thailand.International Journal of Business, Marketing and Communication,1(2), pp.1-12.
• Clarke, A.E., Washburn, R. and Friese, C., 2022. Introducing situational analysis. InSituational analysis in practice(pp. 5-36). Routledge.
• Hanlon, A., 2021. Digital marketing: strategic planning & integration.Digital Marketing, pp.1-100.
• Hosseinnejad, A., Rassouli, M., Jahani, S., Elahi, N. and Molavynejad, S., 2022. Requirements for creating a position for community health nursing within the Iranian primary health care system: a SWOT analysis.Frontiers in Public Health,9, p.793973.
• Kumar, D.T.S., 2020. Data mining based marketing decision support system using hybrid machine learning algorithm.Journal of Artificial Intelligence and Capsule Networks,2(3), pp.185-193.
• Rauschnabel, P.A., Babin, B.J., tom Dieck, M.C., Krey, N. and Jung, T., 2022. What is augmented reality marketing? Its definition, complexity, and future.Journal of Business Research,142, pp.1140-1150.
• Siddiqui, A., 2021. SWOT Analysis (or SWOT Matrix) Tool as a Strategic Planning and Management Technique in the Health Care Industry and Its Advantages.Journal of Biomedical Science,40, pp.1-8.
• Wibowo, A., Chen, S.C., Wiangin, U., Ma, Y. and Ruangkanjanases, A., 2020. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience.Sustainability,13(1), p.189.

Online

• Bluebird Care, 2023. Online. Available through. :< https://www.bluebirdcare.co.uk/>.
• Takase, A., 2022. Middle-aged and older people with urgent, unaware, and unmet mental health care needs. Online. Available through. :< https://bmchealthservres.biomedcentral.com/articles/10.1186/s12913-022-08838-x>.