CCRC Marketing

Author Note

This Research Appreciates The Overarching Contributions Of Four Profound Authors In The Field Of Healthcare And Medicine.

Salemtowne Retirement Community is located in Salem, Oregon with a master plan of taking care of the elderly in the community. Salemtowne is perceived as the most developed continuing care retirement community in Oregon, and that is established in a clean and a serene environment to provide quality healthcare services to the old. Salemtowne Retirement Community has a dense population with a figure close to 28 454 residents, particularly the average income individuals who can afford their quality healthcare services, and the employees serving in different professional capacities (Fox, 2017). Consequently, Salemtowne Retirement Community provides adequate housing, affordable healthcare programs and the houses of worship to its residents within proximity. The community offers a diverse range of services that target the individuals with the self-interest of either an assisted living or the independent living. In this context, the community is praised in Salem and entire Oregon for the quality provision of everyday tasks that encompass housekeeping services for the old in the community (Fox, 2017). Besides, the elderly in the community who are independent and can still manage to take care of the everyday tasks, but wishes to engage in a hassle-free life are also accorded the necessary attention by Salemtowne Retirement Community. Hence, the community emerges as a highly sustainable institution that is determined to offer nonprofit services to the old in society for decades to come.

Based on the demographics analysis of Salemtowne Retirement Community, it is quite imperative to note that the community targets a wide range of individuals in the society that either need assisted living or independent living. Besides, the community awards employment opportunities to a significant percentages professional not only in the nursing and healthcare profession but also personnel serving in different capacities. Additionally, as observed by Fox (2017), the community is densely populated with a figure close to 28454 residents. The community does not only target the residents but also a massive population across the globe who may need professional guidance as appertaining to living a healthy lifestyle when they hit golden years. In this connection, the community engages the older people in the entire Oregon and different parts of the world through series of social media platforms and the internet. As a result, the population of Salemtowne Retirement Community will continue to grow in the foreseeable future on the basis that it provides a continued quality healthcare service that is celebrated all over the world.

Fundamentally, Salemtowne Retirement Community will continue to enjoy the advantages concerning the use of series of marketing tools based on its easily accessible location, and its competitive advantage in the internet and social media platforms. In this connection, the fact that the location of the community is not remote and can be easily accessed, mainly by the interested parties who need assistance in different community services, means referrals as a marketing tool would be an idealistic marketing strategy. Referral marketing tends to benefit the community on the basis that it reduces costs of running the community activities and healthcare services to a manageable level (Berman, 2016). In this regard, referrals start by the customers, friends and family members who spread the quality of services that the community offers to people who may need their attention. Social media as a marketing tool considered by the Salemtowne Retirement Community is quite idealistic based on the sense that the community engages a wide range of clients who embrace the ideology of dominating the web presence.

The incorporation of social media as a marketing tool by Salemtowne Retirement Community has quite many advantages that encompass affordability, an attraction of a large audience, and guarantee instant communication with the targeted customers (Verhoef et al., 2014). On the same note, the traffic in the community website is quite high just because of the incorporation of social media marketing. Besides, internet as a marketing tool considered by the community proves quite beneficial for addressing the concern of marketing strategies on the basis that a considerable percentage of potential customers of Salemtowne Retirement Community spend most of their time on the internet (Chen, 2017). Hence, the community stands a better chance of targeting their clients effectively and tracking their results and progressive economic growth through the internet.

In as much as the choice of marketing tools such as the social media, the internet and referral may have several advantages it is affirmative to note that the selected tools have several disadvantages. For example, referral as a marketing tool is a traditional way of selling and advertising the quality services offered by the community that is perceived to be very slow and attracts a limited audience. Referral marketing is only made possible by friends, family members, and customers who may give negative feedback to the targeted audience. As a result, the institution would stand a chance of hitting the floor in case of an eventuality regarding the negative feedback (Berman, 2016). Also, social media also has a disadvantage that may tamper with the sustainable economic growth for Salemtowne Retirement Community. For instance, through the consideration of social media, the Salemtowne Retirement Community faces a severe challenge of facing changes and implementing the adverse effects that come with change agents (Verhoef et al., 2014).

Consequently, a website that is popular today may be rendered inconsistent with regards to mitigating the risks associated with the sustainable economic growth that may be encountered tomorrow. Also, facing changes and formulating policies for addressing the change agents that require massive resources and enormous costs. The use of internet also poses a severe disadvantage for a community such as Salemtowne Retirement Community on the basis that its use and application may be complicated to the targeted audience. In this regard, the consideration of an efficient search engine may not be competitive, and the client may experience difficulties while surfing the services offered by the community on the internet (Chen, 2017). Besides the competition in the internet is fierce and any wrong move made by the community over the internet may be costly in a bid to win back the trust of the targeted audience.

In summary, social media as a marketing tool comes out as the most idealistic and recommended marketing strategy that would yield the highest marketing potential for the Salemtowne Retirement Community.  Social media marketing has series of advantages and only one disadvantage that is perceived as the challenge of facing and implementing the change agents. Social media marketing offers a firm foundation upon which the community can establish the most effective web presence for reasons of generating a high traffic to its website (Verhoef et al., 2014). On the same note, social media marketing proves quite beneficial on the basis that it encourages customers’ interaction among themselves in a bid to sell the quality services offered by the Salemtowne Retirement Community. Ultimately, social media marketing sets the foundation upon which the healthcare organization can invest in money and reduce costs of managing institutions since it is cheaper than the traditional marketing platforms such as the radio and television.



Berman, B. (2016). Referral marketing: Harnessing the power of your customers. Business Horizons59(1), 19-28.

Chen, E. T. (2017). The Internet of Things: Opportunities, Issues, and Challenges. In The Internet of Things in the Modern Business Environment (pp. 167-187). IGI Global.

Fox, C. A. (2017). A Fond Farewell. University Of Pittsburgh Law Review65, 687.

Verhoef, L. M., Van de Belt, T. H., Engelen, L. J., Schoonhoven, L., & Kool, R. B. (2014). Social media and rating sites as tools to understanding quality of care: a scoping review. Journal of medical Internet research16(2).

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