Marketing Plan

for

JCR Medical Equipment & Pharmacy, LLC.

Prepared for

Ms. Jameka Mallory

KeiserUniversity

1900 W. Commercial Boulevard

Fort Lauderdale, FL33309

Prepared by

Marian Cabrera

KeiserUniversity

Online Division

September 23, 2015

Marketing Plan for JCRPage 1

I. Management Summary

Providing quality services of durable medical equipment and pharmaceutical medicine, JCR Medical Equipment and Pharmacy has been recognized as an excellent provider for 30 years with a Medicare five-star rating. In the heart of Miami, the organization has maintained its integrity and honesty demonstrating a considerate and kind culture with a patient-oriented drive. Pharmacy provider services are Florida Board licensed and Medicare DMEPOS suppliers provide services in compliance with Medicare Supplier Standards and required Federal and State licensures and regulations. Moreover, JCR Medical Equipment has continuously been awarded all items under the competitive bid for Medicare beneficiariesand contracted with all seven MA State Medicaid plans. JCRservices extend to home health care service organizations, assistant living facilities, patients, and retail in the Miami-Dade, Broward, and Monroe Counties of Florida. Recent market research shows majority of the market serviced as patients from 0-15 years old and patients over 65 years old, with random age variations. A servicing factor is the increasingly diverse target market that flatters JCR services and its increasing demands requiring expansion or a second location. Information and product advances continue to drive improvements in customer service, minimizing performance errors, resource relationships with wholesalers. JCR delivers professional quality health care services and products aiming to continue success at a second location, strong relationships with managed care plans, wholesalers, and loyal consumers.

II. Economic Projections

With increasing health care costs due to weight related illnesses, and demand for services rise because of an aging population, the JCR DMEPOS Department has promising possibilities. Similarly, the Pharmacy is a big provider of C2-C5 medications, acing yearly audits while many competitors withdrawal in what seems to be a time of trending fraud.Given that the largest competition are drug store pharmacies, there are regulations prohibiting them from providing certain services, (i.e. bingo cards, blister packaging). Lastly, JCRs appeal to a diverse market through patient-oriented customer service and convenience.

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III. The Market – Qualitative

Service Area Demographics – Age Groups

The following is a breakdown of the service area population by age group and county, as compared to the combined service area and New York State overall.

Year 2010 Population / Growth Rate (2010-2020)
County/Region / Total / Age 0-20 / Age 21-64 / Age 65+ / Age 65+
Miami-Dade / 2,452,281 / 709,776 / 1,323,497 / 348,008 / 18.3%
Broward / 1,679,835 / 517,004 / 918,745 / 244,086 / 16.9%
Monroe / 71,887 / 15,680 / 43,836 / 12,371 / 16.3%
Service Area / 4,206,003 / 1,242,460 / 2,286,078 / 604,465 / 17.1%

Source: Census Bureau (2010 data); Office of Economicand Demographic ResearchProjections (2020)

The following is a percentage breakdown by age group, for the table noted above.

Year 2010 Population
County/Region / Total / Age 0-20 / Age 21-64 / Age 65+
Bronx / 100.0% / 31.9% / 57.5% / 10.6%
Kings / 100.0% / 27.9% / 60.5% / 11.5%
New York / 100.0% / 18.6% / 67.9% / 13.5%
Queens / 100.0% / 24.5% / 62.6% / 12.9%
Richmond / 100.0% / 27.5% / 59.8% / 12.7%
Nassau / 100.0% / 27.1% / 57.6% / 15.3%
Service Area / 100.0% / 26.0% / 61.4% / 12.6%
New YorkState / 100.0% / 26.8% / 59.7% / 13.5%

Source: U.S. Census Bureau

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IV. The Market – Quantitative

SERVICE AREA DEMOGRAPHICS – RACIAL/ETHNIC MINORITIES

The following is a breakdown of the service area population by racial/ethnic minority for each service area county, the combined service area and New YorkState overall.

County/Region / Total Population / White / African-American / Hispanic
Miami-Dade / 2,452,281 / 393,846 / 434,576 / 1,623,859
Broward / 1,679,835 / 778,216 / 463,372 / 438,247
Monroe / 71,887 / 52,768 / 4,048 / 15,071
Service Area / 4,206,003 / 830,984 / 901,996 / 2,077,177

Source: U.S. Census Bureau. Data is for 2010.

The following is a percentage breakdown by race/ethnicity, for the table noted above.

County/Region / Total / White / African-American / Asian / Other / Hispanic
Bronx / 100.0% / 22.9% / 35.0% / 3.4% / 38.6% / 53.6%
Kings / 100.0% / 44.8% / 34.1% / 10.5% / 10.6% / 19.9%
New York / 100.0% / 57.5% / 15.6% / 11.2% / 15.7% / 25.6%
Queens / 100.0% / 42.0% / 18.4% / 23.2% / 16.3% / 27.6%
Richmond / 100.0% / 75.7% / 10.3% / 8.0% / 5.9% / 17.4%
Nassau / 100.0% / 72.1% / 10.9% / 7.9% / 9.1% / 14.7%
Service Area / 100.0% / 48.5% / 23.0% / 12.1% / 16.4% / 26.7%
New YorkState / 100.0% / 65.7% / 15.9% / 7.3% / 11.1% / 17.6%

Source: U.S. Census Bureau. Data is for 2010.

SERVICE AREA DEMOGRAPHICS – AGED 65+ WITH DISABILITIES

The following is a breakdown of the service area population for individuals aged 65+ with a disability, for each service area county, the combined service area and New York State overall.

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County/Region / Total Number (Age 65+) / Number With Disability / Percent With Disability
Bronx / 146,760 / 57,880 / 39.4%
Kings / 288,910 / 111,839 / 38.7%
New York / 214,894 / 69,707 / 32.4%
Queens / 287,240 / 99,101 / 34.5%
Richmond / 59,542 / 17,179 / 28.9%
Nassau / 205,166 / 58,255 / 28.4%
Service Area / 1,202,512 / 413,961 / 34.4%
New YorkState / 2,624,048 / 858,000 / 32.7%

Source: U.S. Census Bureau. Data is for 2010.

The following is a breakdown of the total number of individuals aged 65 and older with disabilities, by type of disability, for each service area county, the combined service area and New YorkState:

Aged 65+ With Disability
County/Region / Hearing Difficulty / Vision Difficulty / Cognitive Difficulty / Ambulatory Difficulty / Self-Care Difficulty / Independent Living Difficulty
Bronx / 14,768 / 12,744 / 17,386 / 46,022 / 17,006 / 28,302
Kings / 34,979 / 29,024 / 39,013 / 84,105 / 38,481 / 64,080
New York / 16,844 / 15,273 / 19,497 / 53,701 / 20,769 / 33,794
Queens / 30,582 / 19,318 / 27,174 / 71,703 / 28,406 / 51,946
Richmond / 6,415 / 2,143 / 4,680 / 12,032 / 5,282 / 8,992
Nassau / 20,295 / 10,107 / 12,931 / 38,497 / 13,970 / 29,793
Service Area / 123,883 / 88,609 / 120,681 / 306,060 / 123,914 / 216,907
New YorkState / 305,734 / 165,621 / 226,054 / 584,727 / 222,051 / 411,243

Source: US Census Bureau. Data is for 2010

V. Trend Analysis

Pressure Ulcer – The New York State Gold STAMP program for pressure ulcer reduction is a collaborative effort between the state and contributing agencies to reduce pressure ulcers in New York State. This is accomplished by establishing and distributing evidence-based guides for

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pressure ulcer management, assessment and prevention. It is our intention for HCS to be one of the contributing agencies in this program.

Managed Care – The federal government has been pushing Managed Care because it is more cost effective than providing straight Medicare or Medicaid. Applying for as many managed care contract will put the agency in a prime position to capitalize of this opportunity.

VI.Competition

Within the five (5) boroughs of New York City there are ten Certified Home Care Agency but only three (3) are licensed to provide to the MRDD population. The other two agencies are located and services patients, primarily in Nassau Counties (20 miles from NYC).

VII. Problems and Opportunities

All potential problems have been identified and discussed with the client.

Opportunities – There is a great opportunity for referrals from area rehabilitation facilities that has not been maximized. We will continue to work with management on how to take better advantage of this.

VIII. Objectives and Goals

  • To have HCS be a household name in the New York City home care industry.
  • To capitalize on the move to Managed Care.
  • Collaborative with the New York State Gold STAMP program.
  • Work on establishing relationships with area rehabilitation centers.

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IX. Action Programs

OutcomesMonitoring

As an existing CHHA, the following data are collected and monitored by HCS:

Process Measures

  • Timely Initiation of Care;
  • Establishment of Physician Notification Guidelines;
  • Assessments – Depression; Fall Risk; Pain; Pressure Ulcer;
  • Plan of Care – Depression Interventions; Diabetic Foot Care and Patient Education; Falls Prevention Steps; Pain Interventions; Pressure Ulcer Prevention; Pressure Ulcer Treatments Based on Principles of Moist Wound Healing
  • Care Implementation (Short/Long Term) – Depression Interventions; Diabetic Foot Care and Patient/Caregiver Education; Heart Failure Symptoms Addressed; Pain Interventions Implemented; Treatment of Pressure Ulcers Based on Principles of Moist Wound Healing
  • Education – Drug Education on High Risk Medications; and
  • Prevention – Falls Prevention Steps; Influenza Immunization Received; Pneumococcal Vaccine Status; Potential Medication Issued Identified and Timely Physician Contact; Pressure Ulcer.

Outcomes Measures

  • Acute Care Hospitalization (Admissions/Readmissions);
  • Nursing Home Placement (Admissions/Readmissions);
  • Emergency Department Use (With and Without Hospitalization);
  • Discharged to Community;

Improvement In: Grooming; Upper Body Dressing; Lower Body Dressing; Bathing; Toilet Transferring; Toileting Hygiene; Bed Transferring; Ambulation/Locomotion; Eating; Light Meal Preparation; Phone Use; Management of Oral Medications; Dyspnea; Pain Interfering with Activity; Speech and Language; Status of Surgical Wounds; Urinary Tract Infection; Urinary Incontinence; Bowel Incontinence; Confusion Frequency; Anxiety Level; Behavior Problem Frequency; and

Stabilization In: Grooming; Bathing; Toilet Transferring; Toileting Hygiene; Bed Transferring; Light Meal Preparation; Phone Use; Management of Oral Medications; Speech and Language; Cognitive Functioning; Anxiety Level;

Potentially Avoidable Events

  • Emergent Care: Injury Caused by Fall; Wound Infections; Deteriorating Wound Status; Improper Medication Administration; Medication Side Effects; Hypo/hyperglycemia;
  • Development of Urinary Tract Infection;
  • Increase in Number of Pressure Ulcers;
  • Substantial Decline in 3+ Activities of Daily Living;
  • Substantial Decline in Management of Oral Medications; and
  • Discharged to Community: Needing Wound Care or Medication Assistance; Needing Toileting Assistance; With Behavioral Problems; With an Unhealed Stage II Pressure Ulcer.