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Daniel J DiAngelo

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3924 Schiller Place, St Louis MO 63116 DanielDiAngelo@hotmail.com BBA -Marketing

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Priority Group E-Marketing Plan

The Priority Group

14117 Lorain Ave

Cleveland OH 44111

www.PriorityGrp.com

 

Cleveland State University; Marketing 454; Professor Jim D’Orazio

Prepared March 2004

Erin Dadas, Daniel DiAngelo, Megan Mossbruger, Madeline Osborne

 

Table Of Contents

  1. Executive Summary

  2. e-Market Situation Analysis

  3. e-Market External Analysis

  4. e-Market Research

  5. Online Target Market & Profile

  6. Building & Nurturing Customer Relations

  7. Marketing Strategy Formulation

  8. Online Product Strategy

  9. Online Price Strategy

  10. Online Distribution Strategies

  11. Communications

  12. e-Sales Promotion

  13. e-Public Relations

  14. Data Mining

  15. Developing Community

  16. Online branding Concepts

  17. Sales Projections

  18. e-Marketing Budgets

  19. Building the Customer Interface

  20. Appendix


E-Marketing Executive Summary

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The objectives of this plan are to:

1.     Enhance the Priority Group online brand image

2.     Generate more traffic through the website

3.     Recruit more nurses

 

Marketing Objectives

Priority Group provides staffing for home healthcare that allows the families to feel comfortable with the care their loved ones are receiving.  With this trusted and reliable healthcare, brand image is imperative to conveying the company’s ability to fulfill their needs.  The project aims to enhance the Priority Image.

 

With the success of the search engine a company must now be reachable through many different avenues.  Users are now visiting Goggle first to find a company therefore; Priority Group must have a strong presence on the web.  The site needs to be attractive and appealing to potential nurses and customers. 

 

Priority Group is in an industry fortunate to have an excess in demand, there is more work available than nurses.  With the development of the website, Priority Group will generate more visits to the site and will be able to attract more nurses to meet the consistent demand of the industry

 

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Resources Needed

 

For the initial phases of the website enhancement, a basic web programmer should be able to change the basic look of the website enhancing the image of the company.  The existing staff should be capable of these enhancements.  When progressing into later phases, particularly the databases, an outside firm specializing in web security and database designs should be brought on to complete the project.

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Projected Outcomes

 

With an enhanced look and feel to the website and a new ease to resume submittal, the project should generate a steady increase of nurses.  The new marketing material should assist future clients with understanding the ins-and-outs of the medical staffing and home health care industries, creating a more informed more loyal customer base

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E-Market Situation Analysis

 

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The Priority Group has a strong off-line recruiting system.  Priority is notable for its stringent requirement of certifications and up to date physical information.  With the recent merger with Arcadia Services, Priority Group will now be able to focus on updating its on-line recruiting.  Without an in-house IT department, Priority Group will likely need to outsource advanced web designs in order to obtain the goals they wish to achieve. 

Company Analysis/E-Market Internal Analysis

 

Priority Group currently has an information based website with limited interaction.  due to the recent merger with Arcadia Services, Priority will no longer have to handle payroll, human resources, this will allow Priority Group to focus on recruiting and home healthcare placement services.

Priority Group’s current marketing plan does not emphasize the website. The competition in this industry currently has solid e-marketing plans and established interactive websites. Priority Group does not have in-house technical staff nor does its online image currently match its offline strategy.

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Technological Competency/Expertise    

 

Priority Group employs one person to handle IT, desktop support and web design.  Outsourcing some of these technical responsibilities may be integral to implementing an interactive web site.  Outsourcing will insure that security of the customer’s data will be present.  Complete with secure log-ins and information processing, firewalls will enable customers to feel safe.

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Macro-level Market (Industry) Analysis

 

Home health care and supplemental staffing is in a mature stage of the industry life cycle.  Priority Group will need to determine where they stand in the industry and where they would like to be in the long run.

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Product/Service Analysis

 

Priority Group supplies a wide range of nurses to a variety of customers in the home health care and supplemental staffing industry.   They provide qualified nurses to area hospitals and medical facilities.  This enables families to choose their own home healthcare provider, and with Priority Group’s caring and compassionate personnel the customers can feel safe about their decision.       

 Priority Group employs certified nurses, home health aids, home makers and other skilled and un-skilled personnel.  Employees meeting specific requirements are eligible for paid health benefits after one year.  After 90 days employees can pay out of pocket for these benefits if needed.  These health benefits include medical, dental and vision, also incorporated is a 401K package available to qualifying employees.  An incentive program is also in place for referrals and mileage is paid for difficult cases. 

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Market Segments

 

Priority Group is serving the market segments of home healthcare and supplemental staffing.  The company provides nurses and nursing staff to medical facilities interested in providing home healthcare for recently released patients.  Supplemental staffing provides nurses to hospitals and medical facilities that are experiencing temporary shortages.  Due to this industry being in the mature stage, there are currently no markets that are not being served.  Home healthcare and supplemental staffing are niche markets in a flooded industry

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Major Competitors/Participants

 

Priority Group’s current competition falls within two categories; local area staffing companies and national staffing companies.  Priority Group’s local competition is relatively the same size and its national competition tends to be on a much larger scale.    The competition has an advantage over Priority Group with their polished interactive web-sites.    

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E-Market External Analysis

 

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Current Opportunities

  • More demand for work than supply of nurses (web-site could help with this)
  • Increased functionality of web-site

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Potential Opportunities

·        Lead industry in interactive abilities of website including

o       Resume submission

o       Billing

o       HIPPA requirements

o       Certification requests

o       Work requests

o       Nurse work reports submission

o       First to implement digital medical record

·        Gain exclusive staffing contracts with area social agencies

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Environmental Threats

 

HIPPA and recent changes in the privacy issues of medical records may create changing regulations and certifications.  The rising costs of insurance creates high costs, as the state of Ohio reassesses the litigation rules new policies may add to the costs of insurance and regulation.

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Competitive Threats

 

A consolidation of the industry recently moved a department of Priority into a national firm.  As the industry continues to mature, major national companies will continue to pose a threat to local business.

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Technological Threats

 

The current presidential administration has committed itself to making the digital medical record a reality by 2010.  This may pose increased threats to the security and handling of client medical records.  The software and knowledge to control these medical records may require new training and education to properly control their uses.

Priority Group, without an existing IT department, relies on one person to handle all of its IT and web demands.  The lack of a full department means any changes in the technical standing of Priority will require a reassignment of one person. 

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Strengths

Weaknesses

 

Medicare, Medicaid and Passport approved                                            

One of five area agencies with ability to staff any and all types of nurses in a variety of hospitals.

Comfortable Profit Margins

High standard of ethics, requires documents for eligibility (HIPPA certification, current CPR certification, Nursing license/Certification, current physical with out work restrictions, current TB test and valid ID and social security card.) Some of the competition does not require all of this

Offline Recruiting compared to the competition-do to the nature of the website (through job fairs, word of mouth, walk-ins, and cold calling) 

 

No current E-marketing plan-unlike the competition

Information based web-site (limited interaction) Competition exceeds with web-site interaction (Easier process for accepting and accessing resumes, application submission, searchable database, job postings, etc.)

No in-house technical personnel

Online image of the company does not meet current industry standards

 

Opportunities

Threats

 

Fill demand for work with larger supply of nurses (web-site could help with this)

Increase functionality of web-site

 

 

Competitions ability to offer long term contracts

Government certification and requirements

Recent closing of area hospitals

Industry wide shortage of all types of nurses

Competition already established within marketplace

 

 

E-Marketing Research

 

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The project reviewed the sites of many competitors, locally and nationally.  The notes and assessments are included as Appendix 1.  Sections of interest included:

·        Application submittal

·        Job Postings

·        Search Engine Efficiency

·        Requirements

Primary Research

Primary research should include contact with the nurses and clients.  The purpose of this in house research is to help Priority understand how its users can benefit from an interactive website.  Questions to ask:

·        How did you hear about Priority Group?

·        Have you visited the website?

·        How often do you use the internet for:

o       Banking

o       Shopping

o       Work

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Secondary Research

Since Priority works in a specialized industry, that is relatively new to the web, there is likely little usable secondary research available.  However, actively searching for data regarding website enhancement in the industry may help Priority stay on the cutting edge.

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Customer Profile

The Priority Group targets many customers, both individuals and medical facilities.  Their current target market is nurse supervisors, human resource directors, recruiters and hiring managers at these medical facilities, as well as potential employees applying for work, and finally families with loved ones needing care.  With the home healthcare aspect of the business the need to target families and social workers is more important than ever.  These customers will use the site to apply online, submit a resume’, post a job listing, place a nurse at a facility or in a home, as well as gather information on the Priority Group.  The current customers are now using off line activities to do the preceding activities.   

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Continuous Online Consumer Monitoring & Research

 

On a monthly basis a review of web traffic should be conducted.  This review will determine the most used entry page and exit page, it is important that these pages be the ones Priority has designed for entry/exit.  Combining data regarding in/out pages with resumes received and total visitors will determine if Priority is properly directing traffic through the site. 

 

Another major factor is the resume to hire ratio.  If 1 in 5 resumes is hired then perhaps a better delineation of requirements should be posted online to get nurses to determine if they fit Priority before consuming the time of Priority’s recruiter.

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Online Target Market and Profile

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Demographics

A large percentage of Home Health Care goes to the poor.  They must have Medicaid or pay their own ‘”Private Pay.”  Waiver is similar to Private Pay.  Waiver 4 pertains to people fewer than 65 and sick, Waiver 6 is for Mentally Retarded and Developmentally Disabled.  Priority also deals with Passport whose patients are over 65.

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Geo-demographics

 

Any place where there is a large population of elderly people.  Any city with a large population of older people.  Any location in the city where older people reside, such as a

Senior citizen building.  The inner city would have the abundance of older people on Medicaid.  Also, neighborhoods where immigrants all dwell close to one another, such as the Russian immigrants in Cleveland Heights, or the Puerto Rican immigrants on the near-Westside.

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Psychographics

 

Since most of the customers are elderly, the only activities would be senior-citizen community functions.  There would not be too many older people checking the web sites, however, there would be people searching for assisted living facilities and listings for nursing homes by concerned family members.  A home health care agency could have listings as an alternative to a nursing home, or a page to promote “independent living” rather than moving.  Advertising at senior-citizen functions.

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Usage and Usage Rate

 

The service provided would vary depending on the customer.  Some customers would have three to six hours per week, while other clients may require three to six hours per day.  Some customers who have to pay their own bills (not on Medicaid) may only be able to afford a few hours per week.  People on CORE can receive up to 14 hours per week paid for by Medicare, people on PASSPORT can receive unlimited hours paid by Medicare, and people on WAIVER are unlimited depending on what the Case Manager decides is necessary.  As long as it is cheaper than paying for someone to go into a nursing home, the government considers it a savings.  There are different rate segments depending upon which provider is paying.  But the average is $15.00 per hour.  Other possible uses for our services may be cleaning or companionship.  Of course, the client’s who bring in the most revenue would be catered to.  The home health aide would be advised how to nurture and care for the customer properly.  The internet advertising would favor nurturing and care.  The home health aides would be coached to be prompt, efficient, and dependable.  If they could not make it to work, there would be a substitute provided to provide the best service possible.

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Building and Nurturing Customer Relationships

 

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Awareness

 

Priority would inform potential customers targeting children and care-takers of elderly that we have a service available via Web pages under Senior Citizens, Health Care, Nursing Home and  Nursing Home alternatives, Senior Citizen activities, Independent-Living, and assisted-living and Home Health Care listings.  Priority would sell the idea of independent-living verses dependent-living, and taking the stress and worry away from the loved-ones assuring them that their loved-ones would be in good hands and would feel better about themselves, remaining independent for as long as possible.  Priority would target doctor’s offices, hospitals, and rehabilitation facilities with promotional activities and e-advertising.  We would send them e-sales promotions and e-public relations by stopping in personally and offering our services and literature.

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Exploration

Priority would again assure the potential customers that they had their loved-ones best interest at heart as well the experience, knowledge and connections necessary to provide the best possible care and service available.  Priority would tell the people who are on Medicaid that they are lucky to be receiving the services and equipment for free, and other people would have to pay thousands of dollars.

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Marketing Strategy Formulation

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Priority Group’s web address is currently www.prioritygrp.com  The first suggestion is to purchase, for $1700, the address www.prioritygroup.com.

Once the website is completed a continuing effort to promote the website offline is suggested. 

Current offline promotion includes:

·        Website in phonebook listing.

·        Website listed on business cards

 

Suggested new Offline web promotion

·        Web promotion in newspaper want ads

·        Posters and handouts at job fairs

·        Web address incorporated into company logo

·        Web address added to all company media communications and billing statements

 

Online Marketing Objectives

 

Direct more traffic through the website

Receive more online resumes

Enhance the company image

Entice new customers

Work as a resource site for information on home health care

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Online Promotion/Advertising Objectives

 

Link with major websites in the nursing and home health care industry

Postings on local and national job sites (Monster, CareerBuilder, JobBoards, ClevelandJobs, HotJobs…)

Purchase sponsored listings for most popular search keys

To help turn visitors into customers the website will have an “Ask the Expert” section that allows visitors to contact Priority regarding questions of home healthcare.  The visitor will input their email address and a question and someone from Priority will contact them with an answer.  Through this method Priority can control the flow of information and be able to “pitch” their services to the customer or suggest an alternative method.

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Online Marketing Goals

Online Mailing

Lists

Database

Marketing

Direct E-mail

Online Sales

Viral Marketing

Find Affiliates

 

 

ü        

 

ü        

Gather Customer Information

ü        

ü        

ü        

 

 

Improve Customer Service

 

ü        

ü        

 

 

Increase Brand/Name Awareness

ü        

 

ü        

 

ü        

Sell Goods or Services

 

 

 

 

 

Enhance Company Image

ü        

 

ü        

 

ü        

Engage in Suggestive Selling

 

 

ü        

 

 

Generate Sales Leads

ü        

ü        

ü        

 

ü        

Online Marketing Checklist

Online Product Strategies

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Basic Product Definition

Priority offers customers solutions in home health services including nurse check-ups, physical therapy, occupational therapy, speech therapy, homemaker assistance.  Priority internally only supplies the nurses it then bundles with outsourced contracts the remaining services offered.

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Augmented Product Definition

 

Through Priority, the headaches of HR, payroll, Medicaid, Medicare, Passport, and medical benefits are taken care of.  The primary customers of the home healthcare industry are the patient and family members.  These customers are relatively unaware of the intricacies of the insurance and Medicare programs so Priority offers them a simple one stop shop for their health needs.

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Basic Product Levers

 

Medicare, Medicaid and Passport approved                                             

One of five area agencies with ability to staff any and all types of nurses in a variety of hospitals.

Comfortable Profit Margins

High standard of ethics, requires documents for eligibility (HIPPA certification, current CPR certification, Nursing license/Certification, current physical with out work restrictions, current TB test and valid ID and social security card.) Some of the competition does not require all of this

Offline Recruiting compared to the competition-do to the nature of the website (through job fairs, word of mouth, walk-ins, and cold calling

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Online Price Strategies

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Due to the involvement of insurance companies and government regulatory agencies, Priority has little control of their pricing.  For the internet there is little need for pricing information because this is all done behind the scenes.

 

Static Pricing Strategies

Priority Group is in an industry with excessive demand allowing them to charge premiums for their nurses.  Priority is most closely price skimming the market with what they considered “very comfortable” margins.

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Dynamic Pricing Strategies

Dynamic pricing would be possible in the social work referred business.  Priority could begin to extend discounts to insurance companies, or social workers who regularly use their nurses.  Perhaps after the tenth nurse there is a 5% discount on subsequent nurses.  So long as they maintain active employment of at least 1 Priority employee.

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Online Distribution Strategies

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Through secure log-in and email distributions nurses can receive their work assignments.  Nurses and therapists can also submit the daily reports through log-in/email. Nurses can complete and submit all Passport, Medicare, and Medicaid paper work.  Social workers, case handlers, and releasing MD’s can submit work requests via secure logins where they can also monitor the reports of the nurses.  Care plans for each customer can be stored online and accessible by doctors and nurses.  Authorizations for changes in the care plans can also be done online through digital signatures of the doctors.

 

Number of Channels Used

There will be 3 major channels for ordering and distribution.

The social worker / case handler referral- social service agencies that use Priority Group for their in-home care

Doctor referral – In cases of post surgery rehab and recovery the doctor will most often write the assignment for in-home care

Direct to Customer / Family – In cases where the doctor refers a patient the patient by law has the right to choose their own home care provider and could request Priority Group themselves

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Communications

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Mass Offline Communications Strategy

 

Currently, Priority Group uses advertisements in local newspapers to generate nurses. Once Priority Group offers more information about its benefits, they can direct people to the website. The cost of the advertisements will be less, and people will be able to learn more about Priority.    

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Personal Offline Communications Strategy

 

Priority Group can collect business cards and email addresses of people who are in a position to refer patients to them. Priority can then keep these people updated about the company. When a patient is in need of home healthcare, that doctor or social worker will think of Priority.

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Mass Online Communications Strategy

 

Priority Group should post a generic job description on local job boards such as CareerBoard.com or HotJobs.com. If Priority is accepting online applications, people can link directly to the website and apply for a position.

To gain more customers, Priority Group can advertise on local websites that would attract people in need of home healthcare. Websites such as Cleveland Seniors would have the appropriate demographic users. Priority can also advertise on websites that have a younger demographic base. These people would include baby boomers that often take care of their parents. Many times, these people are making the decisions and arrangements for their parents. This age group could be key in obtaining new customers.

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Affiliate Programs

 

The use of an affiliate program is suggested with established hiring and recruiting sites such as Monster.com and Career Board, as well as nursing specific sites such as RNWork.com.  These sites are the on line complement to the classifieds.  Since the newspaper generates many leads for Priority, these sites should be logical extensions.

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Personal Online Communications Strategy

 

The personal online communication is a continuation of the personal offline communication. With the email list that Priority has generated, the company can send out newsletters with testimonials, pictures, updates, etc. Again, people who are in a position to refer patients to Priority will have them in mind.

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Viral Marketing

 

A viral campaign using support groups for various ailments could give Priority Group access to a network of potential customers.  HIV, MS and Cancer groups, as well as senior groups, offer Priority the opportunity to get the attention of a customer before the customer needs home-healthcare.  Brand loyalty could be created before any business interaction occurs.

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Generating E-mail Lists for Advertising & Sales Promotion

 

Working with many social agencies, Priority Group could start a monthly email list for the case handlers discussing new options for healthcare and any changes in regulation and certification requirements.

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Activities/Evaluation

Effectiveness

Costs

Potential Negatives

Privacy Issues

Potential Rate of Return

List Swap

Lo

Lo

Hi

Hi

Lo

List Rental

Lo

Lo

Hi

Hi

Lo

Viral/Affiliate Programs

Hi

Lo

Lo

Lo

Hi

Site registration

Mid

Lo

Lo

Lo

Mid

Newsletters

Lo

Mid

Lo

Lo

Lo

E-zines

Lo

Lo

Lo

Lo

Lo

Give-aways/contests

Lo

Lo

Lo

Lo

Lo


E-Mail List Acquisition Strategy Evaluation

E-Sales Promotion

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Through repeat referral programs with social agencies, Priority Group can strengthen its position and image with the social work agencies.  A simple plan such as 5% discounts after 10 referrals would help non-profit agencies spend their budgets more effectively and would show Priority Group as a socially conscious organization.

With regard to the end user segment of customers, Priority is a 1 time use company.  Sales promotions will not enhance sales to this segment.  Because there is an incident that requires a customer to seek Priority out this is a pull industry.  Therefore there is little sales promotion that will generate return customers. 

 

Mass Media Sales Promotion Strategy

 

To assist with the publicizing the new website a direct mail campaign highlighting the new features and benefits of the website will be undertaken.  Primary recipients would include current customers and a very refined list of doctors and social workers who may generate new business

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Online Sales Promotion Strategy

 

Through the internet log-ins repeat customers, such as doctors and social agencies will see the current pricing structure offered to them instead of the static pricing for single use customers.  Higher margin services and customers could receive more flexible pricing structures.

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Channel Strategies: Push and Pull

 

Priority Group works in an industry that is exclusively push marketing.  The nature of work is based on a non-controlled occurrence.  Priority cannot generate a need / want for the product with out some external incident.

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E-Public Relations

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The Priority Group should help sponsor the AIDS walk, The March of Dimes, Walk for Breast Cancer and other medical related events.  I doing this, The Priority Group will gain awareness from the community as being a trustworthy charitable company that will drive traffic to the site as well as increase hits on the site.  This sponsorship will allow The Priority Group to reach a large amount of people while participating in a charitable cause.  On-line, The Priority Group should sponsor medical sites that answer consumer’s questions and provide feedback.

Mass Media Public Relations Strategies

 

The offline public relations The Priority Group should pursue would consist of press releases to area medical publications.  Placing press releases in these publications will help attract customers to the site and create responsiveness.  Pamphlets should be utilized in social workers offices to offer the patients that are turning to homecare.   

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Online Public Relations Strategies

 

The online public relations The Priority Group should pursue would consist of the same press releases on the area medical facilities websites.  Providing a link would help drive traffic and increase awareness around the site.  The Weather 100 award would also help increase alertness around the company and web-site.

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Data Mining

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A trustworthy, reliable, and informative website analysis tool should be used to monitor hits on the site.  This will allow The Priority Group to examine where these potential customers are coming from, what pages they are looking at, how long they stay on the site, what they accomplish on the site, as well as where and when they leave the site.  This will allow The Priority Group to adjust the content of the site accordingly.  In observing this, The Priority Group will be able to market to the individuals that hit the site the most and collect a database to cater towards these customers needs.  This database will include the customers use for the site and will permit The Priority Group to directly sell certain services that are customized for this specific customer.

Data Mining Strategy

 

Following The Priority Group’s implementation of this service the site will be able to segment particular groups and offer services accordingly.  This will help the customer feel individual as the site will be designed that way.  These current and existing customers will keep coming back to use the site due to its ease and customization.  

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Developing Community

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The Priority Group will develop an online community that will serve to help each other out.  This site will allow a nurse to submit a resume, then leading to a medical facility wanting to place that nurse, and impacting a family in need of home healthcare.  Customers visiting the site will feel a sense of family surrounded by the idea of providing compassionate nursing care to families in need.  The interests that customers share will enable the best care to be administered to any one in need.    


 

Online Branding Concepts/Objectives

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Creating a Brand Image Online

 

Priority Group can create an online brand image by adding a personal touch. Pictures and testimonials on the website will give the company a warm and compassionate image. Priority can also achieve this by softening and updating the colors.  

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Maintaining Brand Image/Branding Concerns

 

To maintain the brand image, Priority must implement the image from the top of the company down. Once management accepts and implements the image, it will travel throughout the company. When employees adopt the image, it will reflect in their work. In turn, this will make patients feel very loved and cared for. These people may then refer friends and family to Priority if they are in need of their services.

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Interactivity and Individualization

 

Priority Group can individualize the website based on what person they are serving. All of the links should maintain a general image of the company.  One link can have information about employment opportunities and all of the benefits that Priority has to offer. Priority can add a link for current employees to sign in and find out information they may need to know. Another link would be for people who are interested in Priority’s services. Since the different areas of the website serve different purposes, there will be no interaction among these links.

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Maintaining Brand Image/Branding Concerns

 

It is essential that the web image match the fundamental beliefs of the Priority Group.  By creating a harmony between the strategy and web image of Priority, it  will make it easy for the company to live up to its web image.

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Sales Projections

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 Sales Forecast Summary

 

This plan reflects a primarily image based market plan; therefore sales figures and the impact of the campaign are not easily determined.  Because projects based on brand image do not translate directly to transactions the impact of this marketing campaign will take time to determine.  The greatest indicator of success will be the increase of web traffic and resume submissions.

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E-Marketing Budgets

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Budget Summaries

 

Potential budget:

1.      Address Registration - $1700

2.      20 Man-hour design work (in house) - $600-800

3.      Web design, database programming - $5,000 -50,000

a.       The variations of details and size of the plan makes accurate projections tough.

4.      Upkeep and analysis 2-4 man-hours per month

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Building the Customer Interface

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Website Content

 

The basis of the project is to give the Priority Group a new online image.  Primary objectives include: adding pictures to the website showing the company as human and caring. 

 

Next the plan looks to add resume submission.  Currently the submit button opens your default mail service with the Priority e-mail address.  The new website should include a job posting board with several generic job descriptions, as well as an instructional page related to the hiring process and resume submissions.  This includes all the requirements the nurses must have met before meeting with Priority as well as instructions on how to submit the resume through the email service.  At this time Priority should remain with the much simpler email resume submission format.  Nurses will likely prefer this method since it allows them to simply attach the resume they currently have.  This section should continue to reinforce the brand image with testimonials from current employees and customers.

 

Finally the website will include marketing information for the customer.  Choosing the target markets to be served will dictate the content included on these pages.  If Priority decides to focus on the social agencies the dialog included on these pages should focus on the payment plans Priority is approved for.  If Priority decides to approach several targets, there should be a separate page for each, ideally identifying them in some way before they get to the page.  Simple titling of the links could send the right customer to the right page.  For families looking to take care of loved ones the link may be labeled “Caring for a Loved One” where a social worker may choose to click “Assisting a Client with Home Health.”  The wording and content of these pages can be very different.  The social worker, through experience, would understand more complex terms and ideas, and the family would need things put into plain English.

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Traffic Management

 

Priority must take an active role in gets its name out on the internet.  Registering with all the major search engines as well as the local websites will be the first step to increasing traffic to the site.  Sites to consider registering with (and getting web links on the sites):

·        Cleveland.com; Columbus.com

·        Google.com

·        MSN.com

·        Yahoo.com

·        AskJeeves.com

·        Better Business Bureau

·        COSE website

·        Greater Cleveland Nurses Association (GCNA.com)

·        RNWork.com

·        And other career boards

 

To continue building brand awareness, the Priority Group letterhead and company logo should be redesigned to include the web address.  All future hard-copy communications should include the web address with the other contact information.

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Appendix

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Competition Research

Search engine outcomes

 

Priority Group Inc. - The following indicates where the competition stands in regards to:

-Placement Facilitates

-Medicare, Medicaid, Passport approved

-Required Documentation and Certification

-Recruiting the companies is doing other than the web-sites

-Miscellaneous

 

www.intrepidusa.com  1-952-285-7300

Placement Facilities

            -Home health care

            -Supplemental services

            -Rehabilitation services

            -Independent living services

            -Assisted living facilities

(Northeast Ohio offices consist of:  Toledo, Sandusky, Elyria, Columbus, Cleveland and Akron)

Medicare, Medicaid, Passport approved

            -No information was provided

Required Documentation and Certification

            -No information was provided

Recruiting

            -Headquarters-Minnesota

Miscellaneous

            -This site was informational and provided links to various medical resources

                        -AMA

                        -Associated Home Health Industry of Florida Inc.

                        -Federal Registrar

                        -Centers for Medicare and Medicaid Services

                        -Medicare

                        -National Association for Health Statistics

                        -National Library of Medicine

                        -WebMD

            -This was also the only site containing a privacy policy

 

www.favoritenurses.com   1-866-535-1405

Placement Facilities (1500 clients)

            -Major Metropolitan Hospitals

            -Teaching Facilities

            -Nursing Homes

            -Clinics and Dr. Offices

(Northeast Ohio offices:)

 

Medicare, Medicaid, Passport Approved

            -No information was provided

Required Documentation and Certification

            -License verification

            -Certification

            -Skills involvement

            -Testing, drug-free work environment, health/TB

            -Criminal background investigation

            -Interviewing, references

            -Placement and orientation

            -Evaluation of exam and skills testing

Recruiting

            -Headquarters-Overland Park Kansas- out of their offices

Miscellaneous- simple website, no frills

 

www.maximhealthcare.com- this company is like Priority in means of it being an umbrella company.  Its Home healthcare company is under the name www.maximstaffing.com  1-800-79-MAXIM

Placement Facilities

            -Hospitals

            -Nursing Homes

            -Schools

            -Correctional facilities

            -Other medical environments

(Northeast Ohio offices: Westlake, Columbus Beachwood, Akron, Canton)

-RN’s, LPN’s, Physical-Occupational-Speech Therapists, Medical social workers, Certified nursing assistants, Sitters/Companions

Medicare, Medicaid, Passport

            -No information available

Required Documentation and Certification

            -No information available

Recruiting

            -Headquarters-maximstaffing.com-Twinsburg, maximhealthcare.com-Maryland

Miscellaneous

            -This site provided links to:

                        -Licensure Information

                        -Career resources

                        -25 different Nursing Associations

 

www.premierohio.com 

Placement Facilities

            -Hospitals

            -Clinics

            -Nursing Homes

            -Long term care facilities

            -Rehab facilities

            -Behavioral health units

(Northeast Ohio offices:)

            -RN’s, LPN’s, STNA’s, Respiratory Therapists, Radiology Technicians

Medicare, Medicaid, Passport approved

            -No information available

Required Documentation and Certification

            -Verification of all Licenses and Certifications

            -Criminal Background check

            -Pre-employment drug screening

            -Skills test in are of experience

            -Reference checks and interview

Recruiting

            -Headquarters-

Miscellaneous

            -The only site that was covered in NOW HIRING

 

www.nursefinders.com   1-877-863-0379

Placement Facilities

            -Hospitals

            -Long term care facilities

            -Clinics

            -All major facilities in the market

(Northeast Ohio offices:)

-Companions, Homemakers, Home health aids, Physical-Occupational-Speech Therapists, RN’s, LPN’s

-Full time, part time, short term and long term contracts

Medicare, Medicaid, Passport approved

            -No information available

Required Documentation and Certification

            -Current Physical/PPD/CPR (within 1 yr)

            -Current license/certificate

            -Health statement

            -I-9 documentation

Recruiting

            -Headquarters-

Miscellaneous

            -This site possibly provides the most information

 

Search engine outcomes: www.msn.com,

 

[Temporary nurses]: sponsored: www.winahnnursingservices.com

                                                www.akamaihealthcare.com

Neither Priority nor competition comes up within 3 pages

 

[Temporary nurses northeast Ohio]: sponsored: nothing

Neither Priority nor competition comes up within 3 pages

 

[Northeast Ohio nursing staffing]: sponsored: nothing

Neither Priority nor competition comes up within 3 pages

 

[Ohio nurse staffing]:  sponsored: nothing

Neither Priority nor competition comes up within 3 pages

 

[Ohio hospital staffing]: sponsored: nothing

Neither Priority nor competition comes up within 3 pages

 

[Ohio homecare staffing]: sponsored: nothing

Neither Priority nor competition comes up within 3 pages

 

[Nursing agency]: sponsored: www.readyrecruit.com

                                                www.nurse.tv

Neither Priority nor competition comes up within 3 pages

 

www.google.com

[Home healthcare service]: sponsored: www.inhomecaresolutions.com

***www.maximhealthcare.com #4 on first page

 

[Healthcare staffing Northeast Ohio]: sponsored: www.healthjobsUSA.com

Neither Priority nor competition comes up within 3 pages

 

[Find nurses]: sponsored: www.nursejobs.com

***www.nursefindersuk.com #22 on third page

 

 

Favorite Nurses –

 

 

Resume Submission Research

Online enabled, HOWEVER, On the opening page there is a link that says “Apply Now” That link says “session expires”  Not a good thing, I was unable to find where to apply.  Apparently you have to call or email them to get a login, and maybe then you can apply. 

Was finally able to make it to a secure screening, That led me to an Registration page that asserts security thru veriSign.

Pretty simple app page, standard fill the blank, However the page will not advance until completed, though button says save and continue.  After basics they go-on to ask for SSN and travel preferences, SSN is not required to continue.  I did however get stuck with no instruction how to proceed.  The process includes 8 steps which take some time to load and proceed through.

The list is:


 Personal Info

 Professional Info

 Skills Checklist

 Employment

 Education

 References

 Interview Prep 1

 Interview Prep 2

 

Favorite offers rewards for the number of hours worked including surround sound systems and digital cameras

 

 

 

Premier Healthcare-

Online and working.  Fill in the blanks.  Pretty simple, asks for STATE LICENSE # and exp date; CPR and exp date.   As well as 3 previous employers.  Reviewing the page I wonder about the security of it. There is no PadLock on the browser so I wonder.

On the application page there are two links that say click here to apply.  If you didn’t notice the submit button, and you just clicked the apply now button, your page would be reset.  Also when you don’t properly fill out the app, there is a mystery blank called Phone3.  Not very intuitive for what I haven’t filled in properly.

There is a Duplicate link on all pages, at anytime there are 4 clicks to the app, one of which makes no suggestion of that fact.  There is also little info on pay or benefits.

This info is on an odd page, it should be right with the app:

Prior to being assigned, all Premier Healthcare Services Employees:

- Are verified for all appropriate licenses and certifications
- Undergo a Criminal background check as well as a
   pre-employment drug screen
- Are skill tested in all applicable areas of their experience
- Are verified for all previous employment assignments

We also conduct extensive reference checks, and personally interview each and every member of our field staff.

 

 

Nurse Finders

 

Important Information About Applying Online

Apply online? Here's how it works. Nursefinders online hiring system is comprehensive. That means when you complete the online process you're almost done; only a quick trip to your local Nursefinders office remains. If you want to talk to a recruiter about available shifts just call your local office

Apply online once with Nursefinders' comprehensive online hiring system. You're ready to work.

Search for jobs in your area or Apply now for per diem, contract, home care, permanent, managed care, or travel positions.

 

 

 

 

 

 

Benefits Research

 

Primary research conducted on benefits and incentives offered from the competition. We found the following:

 

Favoritnurses.com

(Full details of each are given)

·        “Favorite rewards program”

o       Employees earn points for ever hour they work

o       Points are redeemable for prizes

·        Internet Sign on bonus

o       RN’s receive $1000

o       LPN/LVN’s receive $500

o       CNA’s receive $250

o       Requirements include: A personal interview within two weeks and a minimum of 50 shifts worked within a 12 week period.

·        Referral Bonuses

o       Refer an RN, get $300

o        Refer an LPN, Therapist or Technician, get $200

o        Refer a CNA, MHT or HHA, get $100

o       A specific amount of shift must be worked first.

·        Medical Health Insurance (for RN’s)

o       Blue Cross/Blue Shield

o       Starbridge

·        401K Retirement Plan

·        Continuing Education Reimbursement

o       Up to $100 per calendar year

o       Section 125 Tax Savings Plan

·        Hepatitis B Vaccination

·        Direct Deposit and Payroll Card

·        Paid Liability Insurance & Workers’ Compensation Coverage   

 

Maximhealthcare.com

(Listed on website exactly like this)

·        Competitive compensation

·        Health, Vision and Dental Insurance

·        Life Insurance

·        401(k) savings program

·        Direct Deposit

·        Same day pay option

·        Bonus incentives

·        Per diem assignments

·        Permanent placement

Nursefinders.com

·        401k plan

·        medical insurance

o       Full description of two different types of benefit rates

·        prescription discount card

·        dental plan

·        term life insurance

·        short term disability

·        eye wear discount

·        vacation

·        credit union

·        Educational Assistance program

o       Reimbursement for tuition, labs and textbooks up to a maximum of $2,000 per calendar year

o       Employees may receive up to $500 for one class taken quarterly, or $1,000 for two classes taken in a semester.

o       Reimbursement occurs after you have completed the course successfully.

There are many requirements to receive the money; 130 hrs per month, 1560 hrs/year, be in good standing with the company, receive a C or better, class leads to a Bachelors degree or advanced degree in the field.

Readyrecruit.com

·        Full Benefits Packages

·        Health, Dental

·        401k plan

·        Travel & Housing

·        Comprehensive, flexible benefits package

o       A choice of eight medical plans, two dental plans, vision care, prescription drug coverage, short- and long-term disability insurance, life insurance, pre-tax healthcare and dependent care spending accounts and a 401(K) retirement plan.

o       Benefits will continue between assignments, when a new assignment is taken within 30 days, or in the case of a medical leave of absence within 90 days.

·        2 Tier Affiliate Income (goes into excessive detail on website)

o       Up to $750 per referral

o       $150 for the referrals of your referrals

o       Free Affiliate Toolbox

o       Toll-free support

·        Rewards Income   

o       Merchandise and gifts for each hour you work

·        Sign-on bonuses

·        Completion bonuses

·        Longevity bonus rewards


Job Opportunities     Company Information    Certification Requirements     Home Health Care FAQ

 

Job Opportunities

Company Information

Certification Requirements

Home Health Care FAQ

 

 

 

When choosing a home health care provider what is your Priority?  We at The PRIORITY Group have the experience and the skills to provide you and your loved ones with gentle and compassionate care.  With 15 years experience and an outstanding service record we take the worries out of in-home nursing after: Major Surgery, Strokes, Back / Hip Surgery…  The PRIORITY Group provides full care for all your needs including Nursing Assistance, Occupational Therapy, Physical Therapy, Speech Therapy, Home Aid…

 

 

 

 

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Thank you for reviewing my WebResume. 

Questions or interview requests can be mailed to: DanielDiAngelo@hotmail.com