Gentiva Home Health Company Selection and Overview

Gentiva Home Health Company Selection and Overview

Introduction

The essay focuses on the overall performance of Gentiva home health company with significant emphasis on studying the marketing mix elements and the strategic initiatives that have so far helped the company to become the largest health service provider in America.

Discussion

Marketing Mix

Product and Branding Strategies

In the last few years, the sharp and executable branding and product strategies have allowed Gentiva to stand on a solid foundation and the company has sized its business for the reality of the reimbursement market. Focus on branding the company products and directly approaching the target consumers has allowed Gentiva to lead the domestic home healthcare industry of the US (Strange, 2011).

Pricing Strategies

The company has been focusing on pursuing favorable commercial pricing and a higher mix of non-Medicare and Medicare PPS business. To achieve the growth strategy and the desired price level, the company has employed a strategy of eliminating certain businesses that have been generating lower profit margins for the company (Strange, 2011).

Presence of Gentiva in the Market

Efficient marketing strategies and effective customer care have made Gentiva a leading player of the hospice and health services in the US healthcare sector. At national and international level, the company has established its reputation and public image as one of the trusted and reputable health care support. At domestic level, the company is operating in 450 locations of 42 country states. Major portion of company revenue i.e. 55% is earned from the home health in the lead to 45% share of hospice services (Mackovak, 2011).

At international level, the company has been rewarded with the title of one of the best international places of retirement. It has built its goodwill as a quality service provider in both domestic and international markets. The company has successfully maintained ...