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Table of Content

Acknowledgement................................................................................... 4
Summary.............................................................................................. 5
Strategic concept..................................................................................... 6
Vision................................................................................................ 6
Mission.............................................................................................. 6
Objectives........................................................................................... 6
PESTEL Analysis.................................................................................... 6
SWOT Analysis...................................................................................... 8
Flower of Service.................................................................................... 9
Core Services....................................................................................... 9
Facilitating Services............................................................................. 15
Enhancing Services.............................................................................16
Marketing Mix...................................................................................... 19
Attributes OF A Caring Hand....................................................................20
Service levels....................................................................................... 21
Segmentation....................................................................................... 21
Target market....................................................................................... 23
Serve your customer;.............................................................................. 23
Positioning.......................................................................................... 24
Slogan............................................................................................. 25
Competitive Edge:............................................................................... 25
Why Choose Us.................................................................................. 25
Advertisement...................................................................................... 26
Public Relation................................................................................... 27
Pricing Strategy....................................................................................28
Product Line Pricing............................................................................29
Product bundling Pricing....................................................................... 29
Two part Pricing................................................................................. 29

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 Tiered Pricing.................................................................................... 29
Cost plus Pricing................................................................................. 29
Blue Print............................................................................................ 29
Physical Evidence:..............................................................................30
Administration Services........................................................................ 31
Informational Services.......................................................................... 31
Dimensions of physical evidence and service environment:...............................31
Managing people and creating service environment:........................................32
Managing relationships and Build customer loyalty:........................................33
Handling complaints and improving the service quality:...................................35

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 Acknowledgement

Allah Almighty
First of all we are thankful to God who gave us strength to work together and due to
His blessings finally we were able to complete this project on time.

Sir Awais Qadeer

We would like to thank our respected teacher for giving us this opportunity to work for
the Service Marketing. In this project we learned a great deal about the Marketing
concepts that we have been studying throughout the semester

Summary

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 A Caring Hand offers hospital quality at home healthcare solutions in Lahore through our
extensive network of highly qualified doctors, nurses, nursing assistants, physiotherapists, and
pathology lab technicians. We offer nursing at home, elder care at home, physiotherapy at home,
trained attendants at home, lab testing at home & more. All of our staff have passed our rigorous
hiring standards and have had their backgrounds and medical training/education verified by our
senior doctors to ensure you receives the best medical care possible.
A Caring Hand offers clinical procedures were developed in consultation with leading home
healthcare professionals in the United States so that we can offer you high quality medical care all in
the comfort of your home. We are the official home health care provider for leading hospitals across
Pakistan and are expanding at a rapid pace across the country.
Provide valuable services to customers. Targeting the middle-upper and elite class with an aim
of provide them with best services. Recruit the best and well-experienced staff for our customers that
will be done through famed recruiting firms. Marketing being the major and vital part of any service
based or manufacturing based firm. Our promotional campaigns and advertisement campaigns will
provide our customers a lot of positive information and hopefully they will become brand loyal. Less
the subliminal message in advertisement more the positive attention we will be getting from our
customers.

Every point of customers contact is an opportunity to build a genuine connection with our
customers. Despite this, customer loyalty is extremely important in service organizations, and
shouldnt be underestimated in its power to improve organizations. When crafting a rewards program
for your medical practice makes sure your offers are ethical, realistic, and easy to participate in.
Depending on the type of practice you operate, rewards programs can provide discounts, prizes, or
incentives. Using a rewards program in your health care marketing plan will enable you to build
strong and long-term doctor-patient relationships.

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Strategic concept
Provide valuable services to customers. Targeting the middle-upper and elite class with an aim
of provide them with best services. Recruit the best and well-experienced staff for our customers that
will be done through famed recruiting firms. Marketing being the major and vital part of any service
based or manufacturing based firm. Our promotional campaigns and advertisement campaigns will
provide our customers a lot of positive information and hopefully they will become brand loyal. Less
the subliminal message in advertisement more the positive attention we will be getting from our
customers.

Vision
We deliver what we promise and we only promise what we can deliver. We create bonds that
stretch across the different areas of city. We are committed to growing our footprint together with our
customers. We love curing our patients in luxurious ways with genuinely talented and experienced
group of people, great thoughts and unique technologies

Mission
To improve quality of life for those we serve through the delivery of clinical excellence,
extraordinary service and compassionate care, while being recognized as the leader in home health
and hospice services.

Objectives
Our main objective is to determine the patients whole health by using a whole-person health
care model which encompasses physical, social and psychological aspects. To build up the persons
ability to cope with chronic illness as well as improve their internal defence mechanisms.

PESTEL Analysis
It is an exercise or tool used by the marketers to analyse external marketing environment
factors that have an impact on an organization. The result obtained can be used to find out the threats
from competitors and weakness lying within the organization. Have a glimpse of following factors
that can hinder the growth and development of an organization;

Political Factor
There is very little facilitation given by government to government health sectors and
hospitals. Wages of doctors are low and basic machinery like MRI scanner and dialysis machines are
not provided in the government hospitals so the patients have no option but to pursue private
hospitals. This is good for private businesses in health sector.

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Economic factor
Poor economic performance is bad for private businesses in health sector. If the growth in
GDP is decreasing and inflation is rising it means that buying power of consumers will decline. They
would have fewer funds to spend on basic needs of life and as a result people will start pursuing
government hospitals regardless of poor quality of health services provided in the government
hospitals. Government priorities are more on construction projects like orange train and metro rather
than health sector. As a result, the qualities of services in health sector are getting poor and poor and
people are pursuing private health sector.

Social Factor
Society become lethargic due to solitary confinement at home and busy schedule at homes
resulting in lack of physical activity and participation in sports and games resulting in increased rates
in diseases and alignments which is a positive point for private sector hospitals.

Technology Factor
As government spending on health sector is very less so they are less likely to adopt modern
technology contrary to this private hospitals and private clinics are highly developed with modern
machinery and medical equipment. Private sector is grooming day by day giving their customers will
best and positive output. This is positive sign for our business

Environmental
Due to increase in air pollution, noise pollution people are reluctant to concern government
doctors. With the invention of new mass mean of transportation air pollution has increased and people
are suffering from various diseases like asthma, emphysema and coronary artery diseases. Smog in
this winter caused asthma in many people. Public hospitals are not very much equipped to overcome
all these problems in fact line of large numbers of patient, hinders other people to take consultancy
from public hospitals. Private hospitals and clinics are very much efficient in overcoming all these
problems. This is overall bonus point for private sector.

Legal Factor
Private hospitals cannot treat patients who are critically injured. There must be a FIR first for
that patient and then only medical treatment can be given to the patient. Due to increase in street
crimes, fired-shot cases have to be treated by government hospitals only due to strict government
regulations and this result is de-motivating private hospital sector.

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Market Competitors
Competitor can be defined as that force or body which tends to exert pressure to work more to
have a glimpse of output better than your competing bodies. Output can be in terms of tangible or
non-tangible. Same like that our market competitors are many other home health care service
providers.

Shaukat Khanum Memorial Hospital,

Agha Khan Hospital,
PrivaCare
Holistic Health Care
Lahore Home Health Care

SWOT Analysis

Strengths
Cost Advantages
Community connections
Location Advantage
Staff Attitudes and Customer service skills
Team contributions

Weaknesses
Missing services
Outdated or broken equipment
Internal Team issues

Opportunities
New equipment or services
Emerging target market
Gaps in Competitor services
Reduction in cost and improved quality standards

Threats
Innovative Competitor Services
Increased Medical Services in area
Medical regulation Changes
Shifts in the Economy
Staff Changes
Reputation

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Flower of Service

Core Services

Doctor Visit
Doctors visit is our core service which includes doctors visit to patients house, guiding
him/her in a positive way give him/her consultancy per his/her requirement. Our contract-based
doctors are highly qualified and enriched with highly modernized education that can assist every
patient. We have specialist doctors and general physician. Few names given below

Urologist Nephrologist Hematologist

Hepatologist Rectal/ Colon surgeon Orthopedist

Nurse Visit
At home in familiar surroundings, with access to friends, family and colleagues we all feel
more comfortable, relaxed and secure. A caring hand is highly qualified nurses are medically trained
professionals responsible for medical procedures, safety and recovery of patients from acute and
chronic health issues. All of our nursing staff undergoes rigorous background checks, have completed
nursing degrees/education, procedural training, hospital/ICU training, as well as being certified home
nurses by different Hospitals of Lahore. We invite you to request to see training & educational
documentation from you is provided at home nurse upon their arrival should you desire to do so.

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 Our nurses remain in direct contact and are supervised by senior doctors and/or your
physician to help create the best treatment and homecare plan for your specific needs. We understand
that inviting someone into your home can be a difficult decision, that is why A caring hand offers
complete transparency to make you feel comfortable and to help develop a relationship between you
and your at home care taker.

Our mission at a caring hand is to deliver quality care with compassion. We bring world class
medical care into our patients homes and aim to make primary healthcare not only more accessible,
but also more affordable and accountable to our patients needs.

Injections Health Assessments Dressing Changes

IV Management Medication Reconciliation Heparin Flushes

Wound Care Medication Administration Urinary Catheters

Tube, Drains, & Bags Tube, Drains, & Bags Mental Health Care

Cardiac Care Oxygen Administration

Health Assessments
Our trained nursing staff will conduct daily (depending on your schedule of service) health
assessments across a full physical examination. This includes checking and monitoring of blood
pressure, vital signs, glucose monitoring, post op monitoring, and/or any other required assessment
based on your condition.

Post/surgical
Post-surgical care is critical and can be the deciding factor in the success of your procedure.
Our highly qualified nurses are skilled in pain management, feeding and includes multiple services
including pain, fluid, and respiratory management during this critical time all in the comfort of your
home.

Wound Care/ Dressing Change

You may not know that the healing process varies depending on the wound type and that
specific care must be taken for each. Our nurses are experienced in handling post operation surgical
wounds, infected wounds and pressure sores utilizing the best practices to ensure safe and reliable
healing. This includes wound cleaning and changing of dressings.

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Urine catheterization care
Our nurses can help you with urine catheterization care at home; be it catheter insertion,
catheter removal or bladder wash. You no longer are required to visit a hospital each time you need
cauterization support A Caring Hand can assist you in the comfort of your home.

Oxygen administration
Oxygen administration is required in both acute and chronic conditions like trauma,
haemorrhage, shock, breathlessness, pulmonary disease, and more. We understand these issues can
cause panic and distress but do not worry A Caring Hand home nurses are efficient and highly
trained to deal with such cases, all under the supervision of our senior doctors and medical staff.
Injections and IV infusions

Save yourself the trouble of regular hospital visits when it comes to frequent injections and IV
infusions. Simply call us and have an experienced nurse administer them in the comfort of your
home.

Physiotherapy
Physiotherapy is a healing method focused on mobility. Physiotherapists help patients regain
mobility, as far as possible. They assess, diagnose and treat disabilities. From back pain, neck pain,
knee pain, and ligament issues to Parkinsons, Paralysis, Cerebral Palsy, and more, our
physiotherapists can heal both chronic and acute problems in the comfort of your home.

Our at home physiotherapy services includes:

Back Pain Management Parkinsons Disease Management

Sports Injury Management Joint Pain / Arthritis Management

Paralysis Management Cerebral Palsy Management

Joint Pain / Arthritis Management Post Surgical Rehab

Back Pain Management

A sedentary lifestyle, poor posture, and daily travel can cause persistent back pain. You dont
have to live with that pain. Get treated by a physiotherapist at home.

Post Surgical Rehab

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 Have you stopped playing sports due to an injury? Or do you rely on pain relief sprays and
sedatives? Dont just alleviate the symptoms. Get to the root of the problem. Get physiotherapy at
home.

Post surgical Rehab

If you have just undergone surgery, physiotherapy at home can help you get back to normal
faster. Regain your mobility with our expert in-home physiotherapy treatment.

Paralysis
Did you know that with regular physiotherapy treatment, muscle tone can be improved
making the patient as mobile as possible in paralysis.

Elder Care at Home

A Caring Hands senior/elder care services help individuals remain safe, independent and
engaged in leading enriched lives. This includes not only medical care offered by our highly qualified
at home nurses but also assistance with activities of daily living. Our elder care plans utilize either at
home nurses, attendants, or nursing assistants (or a mixture of the 3) depending on a patients
requirements.

We all have loved ones who are advanced in age and could use a little extra support at home.
A trained A Caring Hand Elder Care Specialist can provide that support and improve their quality of
living by assisting with ADLs. ADLs are routine activities that people do every day without needing
assistance but often times can be difficult for our elders. The basic ADLs include eating, bathing,
dressing, and feeding, transferring walking to name a few. An individuals ability to perform these
ADLs is a vital part of their mental and physical well being.

Our elder care service can also be utilized as a source of comfort by those who are currently
providing care to their loved ones. Many times we look to friends, family, or workers already in our
home to provide support and care to our elders. While their intentions are in the right place, only a
trained professional, such as A Caring Hand team member, can provide you with highly skilled
medical care and support in case of emergency or with general day to day living.

Also, many of us live overseas, such as in the US, with family members living in Pakistan and
are looking for peace of mind with a trusted home care attendant taking care and updating them on
the health and well being of an elder. A professional from A Caring Hand can be a great relief at times
when you cannot be there in person.

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Our Elder Care Package Includes:

Nursing Care Toileting And Incontinence Care Grooming

Medication Assistance Medication Assistance Mobility Assistance

Bathing And Hygiene Transportation Assistance Feeding

Transferring And Positioning Medical Equipment

Medication Reminders Can Help Avoid Unnecessary Hospitalization

A growing number of adults approximately four out of five are currently taking at least one
medication while nearly one-third of adults take more than four prescription medications at the same
time. Remembering to take medications on time is a big challenge, especially for the elderly. Your A
Caring Hand attendant can assist with reading labels and reminding seniors to take their appropriate
medications while keeping full charting and documentation to relay back to their physician or doctor.

Transportation Helps Get You Where You Want to Go

At A Caring Hand we know that frequent trips to the hospital can not only be time consuming
but also physically taxing or not possible by elders. Our senior care package includes transport to and
from Doctors Hospital Lahore as well as a dedicated staff guide during your visit to the hospital. Your
staff guide will help with any registration, assist you in locating your required doctor or visiting room,
as well as help expedite the entire process ensuring your hospital stay is as short as possible.

Toileting and Incontinence Care Are Provided with Compassion and Understanding
Maintaining a seniors dignity is very important. Our trained Professionals understand how it
may be uncomfortable to need assistance with toileting or incontinence care. Thats why there is a
high degree of compassion and concern about making sure that clients dignity is maintained when
providing these services.

Transferring and Positioning

Moving and placing clients in correct posture position helps promote health and safety and
proper functioning. Proper transferring and positioning from or into beds and chairs eliminates
pressure areas on the skin, reduces weakening and stiffening of muscles, and encourages proper
breathing and digestion.

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Bathing and Hygiene Provide a Positive Boost for Older Adults
Seniors often need help with bathing and basic hygiene due to limited mobility and reach.
These services are important in maintaining the clients physical well being and often also have an
impact on their mental well-being. Being clean and having a more attractive appearance can give
seniors a new outlook and help decrease depression.

Mobility Assistance Helps Individuals Get Out of Their Homes

A Caring Hand provides clients with mobility assistance which can include getting out of their
home. Being able to move about often helps build stamina and can also lead to improvements in
increasing energy levels.

Medicines
Providing medicine with the concern of doctors at door step to our customers can increase our
profitability index. Customers comfort zone is our obligation we will provide them medicines
according to their need.

Trained Attendant
An in-home trained attendant service provides holistic support at home. Trained attendants,
also known as caregivers, take care of the daily activities of a person in need. They help with personal
grooming, movement, feeding, and more.

Looking after someone who has just undergone surgery can be stressful for the family.
However, a trained in-home attendant can make things easier by keeping a check on the patients
essential vitals and supporting the family. If you have an elderly loved one who needs support and
assistance with daily activities, we give them the care and compassion they deserve. Our in-home
trained attendant service covers many of the same services as our elder care plan.

Our Trained Attendant Services Includes:

Nursing Care Toileting And Incontinence Care Grooming

Medication Assistance Medication Assistance Mobility Assistance

Bathing And Hygiene Transportation Assistance Feeding

Transferring And Positioning Medical Equipment

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Facilitating Services
Information

SMS E-Caster is the app we are currently using to make our customers aware of our
services. Our aim is to deliver only those services which we can provide and we promise for those
services. Main point is to keep our customers informed with our services. We provide information
through SMS E-caster. Facebook Page is another source of providing information. We update our
page on weekly basis providing with our level of services and types of services. We are operating an
application for frequent mobile users that runs in android and apple.

Order Taking
Order for appointment can be placed through various ways like visiting physically, through
phone call, through app or through our Facebook page. This process must be very transparent like
there must not be any biased. First come first serve thats what we believe on.

Billing
This process must be secured. People can book their appointments through online payment
methods like through credit card or debit card. Those who dont have any cards can offer COD (Cash
on Delivery) then the commission decided with doctor will be given after.

Payment
After selecting the mode of payment customer will be provided with receipt that shows their
concern doctor, time of appointment, total fees and the bio-data of patient after payment, they will
shortly receive a text message that shows their confirmed appointment

Partnership
Our relationship with Doctors Hospital ensures that A Caring Hand staff members
continuously update your doctor at the Hospital regarding your medical condition. Furthermore, if
you need to go to Doctors Hospital, our A Caring Hand staff will be by your side to guide you
through all the steps such as making an appointment, completing patient registration, as well as
completing any diagnostic procedures such as x-rays or laboratory tests. Our goal is to offer hospital-
quality healthcare in the comfort of your home.

Our at home lab testing is completed in association with Doctors Hospital Pathology lab. All
testing is done under the

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Enhancing Services

Providing Medical Equipment at Home

This enhancing service is totally different from our competitors. Although this requires
furthermore investment but this will create our image strong in the market. Medical equipment like
blood pressure machine, sugar test machine, portable sterilizing machine, nebulising machine,
providing these sorts of machinery at door step can make our image wealthier.

Laboratory Tests
Booking a lab test with A Caring Hand is quick and easy. Some of our wide range of lab tests
includes Blood Urea Nitrogen (BUN), Complete blood count, Fast Blood Sugar (FBS), Postprandial
Blood Sugar (PPBS), Lipid Profile, Serum Creatinine, Uric Acid and more. Your samples will be
collected at your doorstep and the reports will be delivered to you. You can also check your lab
results using our online system.

The newly upgraded Doctors Hospital & Medical Centre Pathology & Laboratory department
fostered a reputation among the areas private medical practitioners as a provider of prompt, reliable
and convenient laboratory testing services. Since its establishment, DHMC Lab is continuing its
tradition of uncompromising quality, personal service and overall excellence to become the dominant
full-service independent medical laboratory in Lahore.

Doctors hospital department of pathology and laboratory is a full service clinical and
anatomic pathology laboratory dedicated to provide diagnostic excellence. Their facility utilizes latest
state of art instrumentation and medical technology. Their staff consists of American Board certified
pathologist and professor level pathologists as well as medical technologists striving to meet the
highest standard of care that our clinical practices. Together with A Caring Hand, DHMC Pathology
Lab offers fast, easy, and 100% error free testing at home.

Our at home lab testing service offers:

A Caring Hand is the only official at home lab testing provider for Doctors Hospital Pathology
Lab
Sample Draw & Report Delivery at Home
100% Error Free Results
DHMC lab staff consisting of American Board certified pathologists
Convenience of lab testing in the comfort of your home
Save time & money
Check your results online

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Anatomic Pathology Services Immunohistochemical Stains FNA Performance And
Microscopic Examination

Oral Maxillary And Facial Hematopathology All Size Specimens, Gross

Pathology And Microscopic Examination

Urological Pathology H&E Stains Gynecological Pathology And

Cytology

Molecular Pathology Breast Pathology Specialized Pathology

Services

Gastrointestinal Pathology Special Stains Pap Smears Microscopic

Examination

Baby Care Service

Our country is enriched with job-based people. We are proving baby care service for those
sorts of people. We are entertaining the babies under the age pf 4. Our nannies are highly
professional, caring, humble and well educated. They better know how to treat babies and learn their
behavior and treat them like as if they are theirs.
These are different kind of services we are providing for our beloved customers to make their
lifestyle lavish and much easier.
Develop, nurture and care for children at the costumers home
Prepare formulas for infants and snacks for toddlers/children
Bathe, dress and groom infants and children
Arrange formulas and change diapers
Teach basic language and math lessons
Organize and take part in leisure activities such as games, crafts, comics, outings and
exercise
Discipline children in keeping with the methods requested by the parents
Maintain a clean and healthy environment inside the home
Keep an eye on childrens activities during meals and rest periods, as told by parents
Teach children regarding personal cleanliness and social interaction
Keep records of everyday activities and health information about each child
Take care of the emotional comfort of children
Observe childrens behavior and arrange reports for parents and babysitting agency
Perform light housekeeping and errands running tasks
Handle basic ground-keeping and pet care duties

Hygienic food for patient

The quality of food provided is important to patients, and A caring Hand should cater for your
personal dietary needs. If you need a particular type of food inform staff. You may be asked to
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complete a menu sheet each day. You should also tell staff if you have concerns about your diet or if
you have lost weight or lost your appetite. If you would like help, advice or support relating to your
diet, you may be referred to a dietitian. This ensures nursing and catering staff are available to serve
food and assist patients if necessary so they can enjoy their food in a more relaxed atmosphere.
Unless they are helping with the food service, visitors may be asked to leave or be prevented from
entering the ward during the food service.

Nutritious, tasty, appetizing food and drink

There is a choice at breakfast, lunch and diner
Fresh fruit is also available
Food is available between meals
The menu has been approved by a dietician

Medical Tourism
We are the Pakistans first international medical tourism and global healthcare company
affiliated with the top international hospitals, healthcare providers, insurance companies, with the
common goal of promoting the highest level of quality of healthcare to patients in a global
environment Like, India, United Arab Emirates, Germany, United Kingdom and United State of
America We can arrange every possible healthcare facility for you or your patient with Quality &
economy, such as:

Air Ambulance
Visa assistance on medical basis
Hospital admission & Procedures
Coordination & assistance among doctors, patient and family

Ambulance Service
An ambulance is a vehicle for transportation of sick or injured people to, from or between
places of treatment for an illness or injury. A caring hand is also providing facility to its customers.
As we are home health care service provider but we will provide facility for the people who only need
ambulance service only at their door step. We are providing ambulance service 24/7 for our customer.
Our ambulance service is not is restricted for specific patients. Everyone who wants the facility will
be treating according to the first priority basis.

Marketing Mix

Physical Environment

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 Placing means the product is actually available for sale and we didnt have such outlet for sale
our service like others. We will establish one office in model town where we deal with walk in
customers and try to educate customers tell about over services also try to solve complains if someone
facing them. Otherwise we serve all services through electronic channels. We have no distribution
channel we deliver our product direct to customer on their demand. There is a trend of online order so
we take order online or with the help of our application and fulfil as customer demand. Physically our
staffs is present to interact with customers. We try to trainee them well for communication skills. At
home in familiar surroundings, with access to friends, family and colleagues our representatives try to
comfortable, relaxed and secure environment

Process
To sale our services we have to develop a mobile app which could easily be used by android
and apple users, through which our consumer get to know about our services and they can place their
order with ease and comfortable. We have also website and helpline for this purpose. We try to create
simple and user friendly system for convince of customer because we want to create relationship.

People
A healthy employee is a happy employee, and having a happy workforce is crucial to the long-
term success of any company. The main purpose of any company is to make profits, and that can only
be achieved when every employee is giving 100% to his or her job.

Being part of the A Caring Hand is a unique and rewarding experience, and the promise we make to
each and every one of our employees is that we will treat you the way we expect to be treated by you
with honesty, openness and transparency. We believe in moving forward. For our employees, every
working day is a hand on training session. We invest in our employees with the belief that an
empowered employee is the driving force of any company so we try to give authority to employees
for better customers welfare.

Attributes OF A Caring Hand

Important Attributes Determinant Attributes
(1) Doctors and other experienced staff (1) Good communication skills:
availability
(2) Interactive Skills:
(2) Laboratory tests

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 (3) Quick service
(3) Ambulance service
(4) Hygienic Food

(5) 24/7 On Call Service

(6) Partnership

Good communication skills:

A good home care professional must have good communication skills as it is a very big part in
coordination and understanding the patients' needs promptly and communicating effectively with
empathy and compassion as well.
Interactive Skills:
Apart from handling patients there is a need for a health care professional to be proficient with other
skills as well. Coordination with hospitals and the ability to function well with other medical
attendants, specialists, and staff is an essential quality of a successful health care professional is a
must.
Quick service:
A good professional should be able to react quickly and efficiently in the case of an emergency.
Different situations may require different handling, being calm under pressure is essential.

Service levels
Purpose
A caring hand offers hospital-quality at home healthcare solutions in Pakistan through our extensive
network of highly qualified doctors, nurses, nursing assistants, physiotherapists, and pathology lab
technicians. We offer nursing at home, elder care at home, physiotherapy at home, trained attendants
at home, lab testing at home & more. All of our staff have passed our rigorous hiring standards and
have had their backgrounds and medical training/education verified by our senior doctors to ensure
you receives the best medical care possible.
Decisions
For those needing supervision, help around the home , care, transportation
Companionship or a friendly visitor at home or in a facility

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 For those needing hands on care with dressing, bathing, etc.
Time of Use
You use our service for 12 or 24 shifts for nursing care, eldercare and trained attendants.
Our other services like ambulance, doctor visit; food delivery etc is only available in Lahore.
Our physiotherapists will visit you on weekdays or weekends on timings that are comfortable
for you.
Customer can rent equipment on monthly basis. However, we do ensure flexibility on-need
basis.
Customers test reports are also available online
Customer can avail one or more lab tests at home as per need.

Segmentation
Geographic

Geographic segmentation include region is Lahore. we provide our services for the initially
the people who lives in the Lahore people in areas DHA, GULBERG, CANT , MODELTOWN,
BHARIA ETC. we provide our services to the customer in these areas as per their requirement .

Demographic

Age

The people whom we are targeting are of age 25 plus because these are the people who can make
decision that which health services they want and choose the home health care services. The age of
target market is this weather the patient may be any one.

Gender

Both, Male and female can avail our home healthcare services.

Population Growth

Lahore has a high population growth rate that will cause raise our demand. Management has a
plan to initially launch the healthcare services in Lahore after that we will launch our services and
distribute it evenly in all the major cities. Growing population is also an opportunity for the
organization.

Income Class
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Income classes are based on variation of income for different people. Higher the income class, they
can afford high prices with high quality. So company targets the Upper Middle and elite class
because both these classes are in a position to purchase our services.

Behavioural Segmentation

We have also divided our target market according to their behaviours that shows customer
liking/disliking and their attitude towards services. This is also very useful if one needs to grasp the
customer bond. In this our customer behaviour is that want value for the money and they health
conscious people who like take extensive care at their place. There behaviour towards the health is
more important and they are more conscious about the health of their loved one especially they want
that there must be someone for their care at their home.

Psychographic segmentation

Psychographic segmentation divides the market into groups based on social class, lifestyle and
personality characteristics. As our target market lives in the middle upper and elite class area. So
these people lives in this area and they can afford this type of services and they want to maintain the
life and health standards according to their own mind set. So their mind set is this the more the price
high the more the service or quality is good. We are also providing quality services and want to make
customer feel comfortable.

Target market
My target audience would be typically males and female from the ages of 25 or 25 plus. In our
target market we only focus on the middle upper and elite class people. This is salaried class, Self-
employed, Retired employees. As we are providing home health care services to our target market
because they want more health care for them and these are the health conscious people. The want
their services at their door step so by this we are serving theses at their door steps. As I mentioned the
target people from age 25+ so by this the reason of selecting the target market at the age 25 or 25+ is
because they have the ability of earning and they have the power to make the decisions. Initially we
have started from Lahore but in future we will expand towards the big cities of Pakistan. Behavior of
the our target market is health conscious people want more care for them relatives and for their
loved ones they want more care and they want some people with them for their care. Our target
market live in DHA, GULBERG, MODEL TOWN, BHARIA etc we are targeting to those people
who lives individual and want home health care services and especially to those people whose
families lives abroad and they want some foe their care so we target theses people also.

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Serve your customer;
Call centres

In an electronic channel we are providing facility to our customers which are call centres for their any
quires. It already has a 24 hour customer service call centre. The call centre is also backed up by a
strong IT system. All customer queries are handled within the set service level agreements. The line is
also use to give counselling and advice to clients. This ensures that our customers get value for their
money and this promotes services grows. From our call centre our customers can ask anything related
to our services and they can make appointment according to their own prcised time.

Web site

We want to capture maximum market of the Lahore; there are a lot of people who want to take
care of their loved one who live in Lahore from all over the Pakistan and overseas. So for this
purpose we have developed a website name www.caringhand.com for this purpose there they can
easily do selection of our all with extra feature as if they want to add. We will also do the publicity of
our Website via Using Google and Social media site like Facebook PPC campaigns as these are
cheaper if used appropriately and we can target a bunch of people. We will also be able through this
way to have connection with our Customers and a real time feedback so that we can build trust in the
mind of our customers.

Mobile Application

We dont have retailer shop or outlet to sale our products. So to sale our service we have to
develop a mobile app which could easily be used by android and apple users, through which our
consumer get to know about our new arrival and they can place their order with ease and comfortable.
Everyone is our target market then who we got everyone on most of them have access to our app.
When customer ordered some cake or some product we got email then we just call him confirm the
order and dispatch on its address. Customer also send complain and feedback on mobile application.

Personal selling

We use people (the "sales force") to sell the service after meeting face-to-face with the
customer. We promote our product through their attitude, appearance and specialist service
knowledge. We aim to inform and encourage the customer to buy, or at least trial the product.

Connection with hospitals

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 Our relationship with different Hospitals ensures that A caring Hand staff members
continuously update your doctor at the Hospital regarding your medical condition. Furthermore, if
you need to go to Doctors Hospital, Hameed Lateef Hospital, Iteefaq Hospital and other hospitals our
A caring hand staff will be by your side to guide you through all the steps such as making an
appointment, completing patient registration, as well as completing any diagnostic procedures such as
x-rays or laboratory tests. Our goal is to offer hospital quality healthcare in the comfort of your home.

Our at home lab testing is completed in association with Doctors Hospital Pathology lab. All
testing is done under the supervision of world renowned American Board Certified pathologists.

Positioning
Our Positioning is to establish standards of excellence with state of the art equipment and
highly trained staff provide Quality Health Care Facilities at affordable cost to paying patients. A
caring hand deliver high hospital quality at home healthcare solutions in Pakistan through our
extensive network of highly qualified doctors, nurses, nursing assistants, physiotherapists, and
pathology lab technicians.

Slogan

You get better because we are better

Competitive Edge:
Our competitive edge is providing best health facilities quickly and efficiently with our
extensive network of doctor, nurses and technical staff. For this we registered staff instead of
permanent employee this help us to reduce our operational expenses. This also helps us for fast
delivery of services. We assign staff at their nearest location from their resident. Our special, trained
and certified staffs for our valued customers is our biggest edge over our competitors. The new ways
which we are going to introduce through which all age groups can be targeted easily and the way we
are making our service portfolio is also our competitive edge.

Why Choose Us

24 Hours Services

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A Caring Hand operates on a 24/7 basis providing you with care around the clock. We understand that
medical needs often do not come with set time-frames therefore our team is here to support you no
matter when the need may arise.
Stringent Hiring Process
A Caring Hand staff member are carefully selected and screened. They undergo background checks
with law enforcement institutions and are medically screened for communicable diseases. Our nurses
often have many years of experience in Intensive Care Unit (ICU) settings. In addition, our staff
members take part in our exclusive multi-phase training program. Our training program includes an
overview of what services our care providers can perform, how to safeguard clients from potential
safety hazards as well as how to communicate with the patient and family members.

Care with Love

Inviting someone into your home to care for yourself or a loved one can be a difficult choice that is
why A caring Hand employees operate with the slogan Care with love. Just as important as it is to
receive proper medical care, we feel that the compassionate delivery of that care is equal. We are a
family at a caring Hand and you can be sure we will treat you/ your loved one as such.
Quality Standards
Our procedures have been developed in consultation and are overseen by esteemed American board
certified physicians and doctors. This ensures you receive the best at home healthcare possible
Partnerships
A Caring Hand works with leading hospitals, experienced doctors, nurses, diagnostic centers and
others to improve health outcomes for patients. We are the official home healthcare provider for
Doctors Hospital Lahore & Doctors Hospital Pathology Lab and are exploring new opportunities on a
regular basis to expand our network.
Convenience & Affordability
A Caring Hand takes the hassle and time out of visiting a hospital by offering affordable hospital-
quality care at home. Need a quick blood test or lab exam? Recovering from a procedure that requires
extra at home attention? Let A Caring Hand bring all this to your doorstep with our affordable
customized packages.

Advertisement
Every advertisement has an objective to make people aware of the product and giving
information to the people about features of the product. We are using different techniques of

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advertising. Our product is new in market so we are using electronic media, social media and print
media to make people aware of the product and giving them information about the product.

Message

The main message which is going to be reflected in our promotion is going to be based on
these competitive advantages most efficient service, reliable service and extensive network.

Sales promotion

Sales promotion is a technique that is used to increase the level sales. We will use different
sales promotion techniques to make the customer loyal to our products we are offering 2 + 1 in
introduction for a limited period of time. We are also offering customers membership cards for a
straight away 10% discount on each purchase. The card is going to be valid for one year

Social Media Marketing

Social media sites like Face book and Twitter offer a unique opportunity for savvy businesses
willing to invest in customer engagement. Social media marketing is still in its infancy but is growing
up rather quickly. By the help of social media it is easy for us to connect with our customers. It is
great opportunity for us to use social media for our promotion.

Direct Mail Marketing

Direct Mail tool we are using for our business is opportunity for that through this we can
easily connect with our customers by using advertising techniques that can include text messaging,
email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional
letters, and outdoor advertising. As we get the mail from customer we call him and confirm the order
so we can deliver the products to customers in short time.

Web site

We want to capture maximum market of the Lahore; there are a lot of people who want to take
care of their loved one who live in Lahore from all over the Pakistan even from overseas. So for this
purpose we have developed a website name www.caringlife.com for this purpose there they can easily
do selection of our all service and their feature as if they want to add. We will also do the publicity of
our Website via Using Google and Social media site like Facebook PPC campaigns as these are
cheaper if used appropriately and we can target a bunch of people. We will also be able through this

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way to have connection with our Customers and a real time feedback so that we can build trust in the
mind of our customers.

Public Relation

Publicity:

Publicity is a large type of promotion that is not paid. We are going to initiate a new service. It
will take time to create a good word of mouth, as time will pass on, the quality of our service will
automatically create a good image in the minds of consumer.

TV ads:

TV ads will be aired on different TV channels. We will also sponsor different TV programs
those being watched with high rating and being watched in prime time. Through TV ads we can
easily approach to our target market.

Leaf let

We drop the leaf let into the houses with new papers and fashion magazines.

Personal selling

We use people (the "sales force") to sell the product after meeting face-to-face with the
customer. We promote our product through their attitude, appearance and specialist product
knowledge. We aim to inform and encourage the customer to buy, or at least trial the product. We
setup our display box in major hospitals of Lahore like Iteefaq hospital, Doctor hospital, Hameed
laeteef Hospital, Midcity Hosptal and many more. So our target market knows about our services.

Mobile Application

We dont have proper physical place to sale our service. So to sale our service we have to
develop a mobile app which could easily be used by android and apple users, through which our
consumer get to know about our services and they can place their order with ease and comfortable.
Everyone is our target market then who we got everyone on most of them have access to our app.
When customer ordered services we got email then we just call him confirm the order and precede ad
per requirements.

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Pricing Strategy
A caring hand requires a 10 day deposit for nursing care, eldercare, and trained attendants. If
you do not end up using 10 days of service we will refund you any remaining amount. Billing occurs
for 12 or 24 shifts for nursing care, eldercare and trained attendants. Prorated amounts for less than 12
hours of service are not currently available.

Our at home nursing packages are custom tailored to your specific needs and medical
condition. We develop our treatment plans in conjunction with your doctor, physician, and under the
supervision of our senior doctors and world renowned medical team. A caring hand offers a wide
range of extremely affordable medical equipment rentals and can also customize a package for you
with required equipment in mind.

Service General Physician Specialist

Doctor Visit
1500 2500
Physiotherapy

Service 12 Hours 24 Hours

Nursing at home
Attendant at Home 1500 2500
Elder Care

Service Price
Ambulance Petrol expense + 50%
Partnership Charges+ 10%
Medical Equipments Buy Cost +10%
Rental Medical Equipments 100-700 Per day
Lab Test At Home 100-10000
Hygienic food for patient Cost +10%

Product Line Pricing

The strategy is used for setting the price for entire Service line. We have different varieties of
services and vast range. So every service has its own price according to its vale we added into it. We
have high price services and also low price services to fulfil our target market need.

Product bundling Pricing

If a person buys one service we give some discount on of our other services

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Two part Pricing
Customer will have to pay for one service and if he wants new design or more attractive
quality packaging then he will have to pay separately for it

Tiered Pricing
In tiered pricing strategy gives consumers the option of choosing between different versions
of the same service. For example, eider you choose general physician or specialist. Eider you choose
staff for 12 hours or 24 hours shift.

Cost plus Pricing

We have different categories of services so some of services life medicine availability, food
availability, partnership with hospitals we use cost plus pricing. It is an effective way to build a profit
margin directly into the price of your service. Its just what it sounds like: you calculate the cost to
deliver a service cost and then add a 5% to 10% margin, according to the nature of service

Blue Print
In this we will tells you from the point of origin to point of the delivery. As the customer want
the services of our brand A caring hand in this the customer will call at our call centre and take
appointment for their specific service which they want. They book their service and time at which
they want the service. Our call centre communicates with the respected doctor and other services
staffs which is available in that respected area. So by this the doctor can easily go to the place and
meat with the respected customer.

Now we will tell you how we will be in contact with doctor and other staff. In the doctor and
the other staff they will contact us and they provide their education documents in soft copy and hard
form in our company office. So by this doctor our registered in our office which are no permanently
available in our office registered and communicate at the time of the services the customer want

Our payment plan is for our customer is that we will facilitate our customer according to their
need. If you take the services on the daily and hourly basis you will have pay to our representatives. If
someone pays to the amount in advance so he can pay the payment in our office.

Physical Evidence:

Home health agencies utilize a wide variety of medical professionals to provide short and
long-term services to patients who are elderly, disabled or too ill to care for themselves. Home health
care is often the difference between institutionalizing sick loved ones and allowing them to continue

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to live in their own home while they convalesce. A caring Hand are structured to help build a
collaborative relationship between patients and their physicians, which helps patients and their
families retain optimum control over their treatment.

The Frontline

Nurses, nurse practitioners, home health aides and physical therapists typically make up the
care giving staff of home A Caring Hand and are the front line service providers. These highly trained
and licensed professionals work directly with patients and serve as the liaison between them, their
family members and the agency. They are responsible for all patient care and have regular contact
with patients and their families once services are contracted.

Bridge Employees

In addition to the front-line medical professionals, it takes an extensive support staff to ensure
that a home health agency runs efficiently. The human resource department is responsible for
ensuring that agencies are staffed with talented customer service professionals like receptionists and
secretaries as well as qualified medical technology specialists, coders and billers. Our manager is the
bridge between caregivers, support staff and management.

Supervision

Manager is typically responsible for direct supervision of the caregiving staff, and resolves
scheduling issues; answers caregiver questions, ensures patient visits are made on schedule and
mitigates staffing problems as they arise. This position is the first in the management chain of
command.

Management

The director is in the first tier of upper management and is ultimately responsible for all clinical
operations within a home health agency. Policy and procedure is the purview of the nursing
administrator; this person often holds a degree in business or health care administration.

Senior Management

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An executive administrator, who is often also the agency owner, typically runs the home health
agency. Ensuring the businesses functionality, including inspection readiness, marketing, knowledge
of new and/or updated legislation and mitigating consumer complaints are among the executive
administrator's primary responsibilities. The administrator works closely with both the nursing
administrator and director of nursing to ensure that all facets of the agency are operating efficiently
and in compliance with all municipal, state and federal laws.

Administration Services
Manage and oversee the operation of services
Oversee budgeting and finance
Establish a health care policies and procedures.
Perform public relation duties
Responsible for recruiting/ hiring employees and employee benefits

Informational Services
Documents and process information
Checks patients into list.
Obtaining vital information: Patients full name, address, phone number, admitting doctor,
admitting diagnosis, membership number, date of birth, insurance information
Responsible for billing patients for services rendered.
Responsible for maintaining copies of all patient records.
Responsible for computers and hospital network.
Responsible for staff and patient health related education

Dimensions of physical evidence and service environment:

We are new in this service industry so till we have only one main office for physically
interference. The location of our home healthcare service company or organization is in Model Town,
Lahore. Other than this for online interference, we have website where you can contact us and online
application available on Google play store or app store. Customers just download the application and
they can approach to our services as we have registered staff available every time to providing you
best services. Our mission is to provide quality health services to all in a comfortable and cozy
environment. Waiting area and consultation rooms are fully air conditioned and are backed-up by a
high capacity generator. There is easy excess and ample parking area. A trained and courteous staff
facilitates the patients according to their needs. Wheelchair with an assistant will be provided to those
who need it. We have four experienced consultants covering major disciplines related to health. The
clinic primarily offers consultations and is not equipped to take emergencies. Laboratory services are

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provided by Healthcare group. A fully stocked pharmacy provides quality medicines with the facility
of free home delivery.

Direction 1
Coming from Cavalry Ground on to the Walton Road, turn left onto Khayaban-i-Jinnah. At 1.6
km turn right at PSO petrol pump and continue for 1.3 km till Jamia Mosque on your right. Take left
and pass McDonalds, Defense Commercial Plaza and HKB on your right and Shezan on your left.
Immediately after Potpourri take right on street no. 13 dividing commercial area on right and
residential area on the left. LAHORE HEALTH CARE is 280 meters down the road.

Direction 2
Coming from Ferozepur Road take Ghazi road towards DHA. At approximately 3 km, you will
see Total petrol pump. Take left and continue for 550 meters ( km) till you see Potpourri store. Take
left again before Potpourri on street no. 13 dividing commercial area on right and residential area on
the left. Our HEALTH CARE office is approximately 280 meters down the road.

Managing people and creating service environment:

In the hierarchy, at the top of health care management is the owner of Service Company. Then in
the middle is the general manager and under the general manager at the lower level different
departments is operating i.e. Customer service, accounting, Human resource and information
technology. All the functional departments are interlinked. The customer representatives are available
for 24/7 to handle the complaints and feedbacks from our customers. Accounting department look out
the customer accounts data regarding their payment and accounting record of the company. Whenever
vacancy for certain position in specific department is necessary to fill out, HR provides. Not only this,
whenever there is need for motivating, training, punishing or rewarding the employees, it helps.
Specialist doctors, nurses, therapists etc. are not just hired, they go through the whole selection
process that Human resource department manages. And information technology department provides
online software, webpage etc. for customer interference. Doctors, nurses, therapists, physiatrists and
other medical employees all are the front-line staff for providing facilities to the companys patients.
They give all their best effort to look after the patients. Everyone is specialist of their own profession,
so whenever need arouses or in the case emergency or client have more than one problems. They
work together as team, everyone pull their efforts to solve the problems. As these medical staff is
outsourced, these have own authority to make decisions and require less supervision than other
functional department units. For effective delivery of services; like these health care in which
individual specialist doctors playing specialist roles; depend heavily on ability of effective teamwork
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of many specialists and motivation. Motivating and training the frontline staff is very important for
almost every firm especially home health care services because in this type of firm individuals
interact with patients on the behalf of company and in this time patient as your customer dealing with
you are operating as company for your customer at that time. So, if the registered staffs need
motivation, get them through punishment and reward so that they can get better performed for our
health care company and himself. Training is also necessary for individuals who are working for our
company because sometimes individuals registered having little skills and knowledge in their
specialist field cannot operate properly. By giving proper training to them through senior specialists
make them knowledgeable as well as trained staff delivery of our health services should be led by the
needs of people who use them, or that frontline staff should be empowered to deliver effective care.
But something that gets said far too rarely is that this can be enhanced by harnessing the skill and
commitment of corporate staff in multi-professional teams. We recognize that corporate and support
staff such as HR, and IT can be key to boosting quality and efficiency, yet they are an often
-overlooked resource. Quality in healthcare is a production of cooperation between the patient and
our healthcare frontlines service providers in a supportive environment. Healthcare quality can be
improved by supportive visionary leadership, education, Training, effective management of resources
for service delivery, and collaboration and cooperation among frontline service providers doctors,
nurses, physiatrists, therapists etc.

Managing relationships and Build customer loyalty:

Every point of customers contact is an opportunity to build a genuine connection with our
customers. Some of these opportunities to connect are obvious, but one in particular is often
overlooked customer self-service. Each self-service interaction creates a customer experience that
influences the way a customer relates to our practice. If we improve the customer experience in our
self-service channels, we can deepen and strengthen our customer relationships. The Power of
Customer Loyalty in home Healthcare services is an important factor for all these services and it
should be a major consideration for all these organizations and it isnt going away anytime soon.
Developments in technology have depersonalized some elements of healthcare services, and will
likely continue to do so, but the most successful healthcare service organizations of the future will be
the ones that still prioritize the human patient experience patients who need medical treatment dont
have much of a choice they need treatment, and their options may be limited by geographic locations,
or access to resources. Despite this, customer loyalty is extremely important in service organizations,
and shouldnt be underestimated in its power to improve organizations.

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 Facilitate personal experiences. Across the board, patients want more personal experiences that
means they want to feel heard and seen as individuals, and they want to engage with other individuals
on a personal level when discussing their problems that is difficult to do for the organization in days
when therere lots of staff members and countless appointments per day. However, its an ideal to
strive for, and can make a positive difference in at least a portion of our patients lives. Looking our
patients in the eyes when talking to them, listen to what they have to say, and make sure everyone on
our staff knows about the importance of these personal touches. Better customer experiences make
everyones job easier. Customer satisfaction and loyalty leads to happier and more accommodating
patients.

Every point of customers contact is an opportunity to build a genuine connection with our
customers. Despite this, customer loyalty is extremely important in service organizations, and
shouldnt be underestimated in its power to improve organizations. When crafting a rewards program
for your medical practice makes sure your offers are ethical, realistic, and easy to participate in.
Depending on the type of practice you operate, rewards programs can provide discounts, prizes, or
incentives. Using a rewards program in your health care marketing plan will enable you to build
strong and long-term doctor-patient relationships.

Following would be the rewards programs that a caring hand will follow:

Free treatment for every 5 treatments they purchase.

A caring hand will give health related prizes for patients who adhere to our treatment plans
properly
Another program would be given to our customer by A caring hand would be who refer 5
patients to our office each year. They would be noticed and provided discounts for their
respected treatment.
A caring hand give membership cards to its customers that provides members with special
rates on exams or free screenings as loyal patients
One out-of-the box strategy is used by us for our customer and provides a special rate on
those services to all of your patients who maintain an annual exam schedule and get majority
of our services
The Members signing up for the rewards program receive special points on their membership
card and awarded in terms any facility by A caring hand.

Handling complaints and improving the service quality:

As a health or social care provider we must, by law, have a complaints procedure. If a client is
dissatisfied with the service or treatment they have received from us, they should complain to the

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home office providing the service first. A representative can complain on their behalf if they are not
able to do this on their own. Wherever possible the complaint should be made to someone close to the
cause of our complaint, such as a member of staff or the manager of the home service. We are
encouraged to provide a procedure that allows for complaints to be effectively addressed if someone
is dissatisfied with the standard of a service, lack of action.

We guarantee our staff to be friendly, honest, and professional. All of our employees are bonded
and insured, must pass criminal background checks, and are drug free. We are proud to offer medical,
dental, vision, life and AFLAC to our fulltime employees after 90 days of employment. We also
provide mileage re-imbursement, travel time pay, long-term schedules and weekly wages. Fulfilling a
clients desire to remain at home facilitates healing time, increased mental health, increased feelings
of dignity and a higher quality of life. Home care allows for the maximum amount of freedom for an
individual. Clients at home can remain engaged with their usual activities while remaining the
comfort of their own homes. Our dedicated team of professional care providers ensures our clients
receive the best in home care services, case management and/or counselling. Every employee of
frontline staff is extensively screened and tested to ensure our clients receive the safest and highest
quality healthcare possible. Supervisors are available 24 hours per day, 7 days a week.

Thank You!

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