RICHMOND REHABILITATION

While there may be numerous rehabilitation facilities available, it is all too common that patients must travel long distances to receive
their treatment. For those living in more rural areas, the options are often very limited. One of these underserved areas is southern Rhode Island,
where there are many residents, but almost no nearby options for rehabilitation services. This is why Richmond Rehabilitation, located in
Richmond, Rhode Island, will be an important new business to help serve this currently underserved region.
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Richmond Rehabilitation is a short-term rehabilitation center that welcomes outpatients from pediatric to geriatric. Washington County,
encompassing nearly all of southwestern Rhode Island, is currently an underserved region in terms of rehabilitation services, despite having a
population of over one hundred and twenty-six thousand (“Washington County, Rhode Island”, 2018). We will offer a wide range of commonly
needed therapies and services, including physical therapy, occupational therapy, speech therapy, and pulmonary rehabilitation. Nurses are also
available to assist patients during treatments and provide education to patients and family members when needed. Our physical therapy services
will include orthopedic, cardiopulmonary, and neurological. Our occupational therapy services will include gerontology and physical
rehabilitation. Our speech therapists will work with patients to be able to speak again after loss of muscle strength or motor control. Lastly, our
pulmonary rehabilitation program focuses on exercise, activities of daily living, breathing techniques, and respiratory medication education.
Because Richmond Rehabilitation will not serve just one patient group, patients of all ages and with various rehabilitation needs will be able to
seek treatment here who previously needed to travel or temporarily relocate to central or northern Rhode Island to seek rehabilitation treatment.
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Due to the location a wide variety of services offered, Richmond Rehabilitation has the ability to serve a large
population that is currently in need of these services and who will be thrilled to have such a facility that is not far away
from their home. Richmond Rehabilitation will not have to expect to offer wages far higher than current centers in order to
draw health care professionals, as there are many therapists and nurses currently living in these communities that have to
commute into the city for work who will be thrilled to have the opportunity to work much closer to their homes, serving
their own community. Additionally, because these are not particularly newly invented services, nor is Rhode Island a
newly formed state, the threat of competitors moving into the area is not a likely source of competition in the short- or
long-term. Richmond Rehabilitation will therefore be able to offer services at a fair price in a location that is convenient
for this community and surrounding communities.
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EXECUTIVE SUMMARY REFERENCE
Washington County, Rhode Island (2018, July 1). In United States Census Bureau. Retrieved from
https://www.census.gov/quickfacts/washingtoncountyrhodeisland
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SWOT ANALYSIS
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MARKET ANALYSIS
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Richmond Rehabilitation is an outpatient rehabilitation clinic that will be located in Richmond, Rhode Island. Richmond Rehab
will offer a variety of services, including physical therapy, occupational therapy, and speech therapy. Richmond Rehab will also offer
pulmonary rehabilitation programs. Additionally, there is nursing care available to patients who need it while they are at the clinic. Richmond
Rehabilitation will offer a range of high-quality services, all administered by professional, caring, and trustworthy staff.
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Like many branches of health care, rehabilitation therapies and programs are in high demand as the aging
population continues to grow, people continue to suffer from strokes, have musculoskeletal disorders, suffer physical
trauma, and so forth. The need for these physical rehabilitation clinics is on the rise and is predicted to have demand
continue to outweigh supply by 2020 (Landry, Hack, Coulson, Freburger, Johnson, et al., 2016). What this means for
Richmond Rehab is a stable, if not steadily increasing, demand for services. This has been attributed to many factors,
including a growing elderly population as well as the ability for more people to have access to health insurance coverage
now since the passing of the Affordable Care Act, or ACA (Landry, Hack, Coulson, Freburger, Johnson, et al., 2016).
Pulmonary rehabilitation programs are newer than some other types of rehabilitation program and services, but have
proven through research to be highly effective for those with COPD (Alison & McKeough, 2014). Therefore, as more
people learn about the availability of these programs, growth can be expected.
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The target market for Richmond Rehabilitation is people of all ages who need a short-term physical (including occupational and
speech) or pulmonary rehabilitation program. While a large amount of these patients may be seeking treatment due to minor sports
injuries or on the recommendation of their primary care physician, much of our target market is looking for a short-term rehabilitation
program after a hospital stay from something such as a fall, surgery, pulmonary exacerbation, stroke, or other various accidents
(“Who uses short-term rehab?”, 2017). Because of the many different types of reasons for a patient seeking a rehabilitation program,
we will offer multiple kinds of rehabilitation services and programs, as different situations require different types of rehab based on
the patient’s individual needs (“Rehabilitation after major trauma “, 2018). While many of the patients are elderly, there are also
younger patients who require rehabilitation services, which is why Richmond Rehabilitation will not serve just one age group.
Richmond Rehab will serve pediatrics to geriatrics in order to not only also be available and convenient for our older and younger
patients, but also to help attract the largest amount of the market possible.
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Due to the various populations that will be served at Richmond Rehabilitation, the size of the target market is quite large.
The most common groups utilizing services at Richmond Rehabilitation, however, include those with COPD and
skeletomuscular disorders, including those who seek treatment for injury-related conditions and chronic conditions. Those with
COPD can benefit greatly from pulmonary rehabilitation programs. 6.3% of the population of Rhode Island has COPD (“COPD
among adults in Rhode Island”, 2018). Many people in this population claimed that their condition limited activity and had no
exercise within the past month (“COPD among adults in Rhode Island”, 2018). Both of these issues can be improved with
pulmonary rehabilitation programs. Those with musculoskeletal conditions are an even larger part of the potential target market.
In fact, those with musculoskeletal conditions comprise the majority of outpatient visits to physical therapists (Carter & Rizzo,
2007). With roughly twenty percent of the population reportedly suffering from a musculoskeletal condition, the amount of
potential patients is vast (Carter & Rizzo, 2007).
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Being able to effectively penetrate this market and continue to remain successful and relevant can be difficult for
some businesses, but Richmond Rehab would not appear to have this concern. Most short-term rehabilitation clinics are in
fact smaller, not owned by large chains (LaRosa, 2019). Additionally, of those large chains, only twenty-one percent of the
market utilized their services over smaller, independent clinics (LaRosa, 2019). Therefore, there is not concern that
Richmond Rehab will not be well received due to not being a part of any major chain. Due to the selected location,
Richmond Rehabilitation will be serving a currently underserved, but well populated, area, as there are over one hundred
and twenty-six thousand residents of Washington County, the county we will be located in (“Washington County, Rhode
Island”, 2018). This area currently has very few rehabilitation center options, with the southern and western parts of the
county especially limited on their options, as they currently have to drive even further to one of the very few locations
available anywhere near their homes.
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With increasing awareness of the efficacy of pulmonary rehabilitation programs, it is a wonder why there are not
more of them offered. It is also a wonder why only two to five percent of people who would benefit from these programs
are currently utilizing them (Alison & McKeough, 2014). The answer is the issue faced by many: these programs are not
only fairly new, but are commonly only offered in metropolitan centers where there is easy access to fully-equipped gyms
in which to perform the exercises (Alison & McKeough, 2014). Therefore, despite its more rural location, by having a
fully-equipped gym on site, Richmond Rehabilitation will be able to attract many patients from the area and surrounding
communities who were previously largely unable to participate in these programs.
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By offering more than just one type of rehabilitation service, we will be able to create a true center for those
seeking rehabilitation services. Not only will this create continuous and plentiful business, it will be helpful and
convenient for patients. Additionally, it will allow for more opportunities for patients of all different types and ages to
recommend our facility, as word of mouth and reviews on the internet are both great ways to attract new customers when
they are in need of our services. By receiving recommendations from patients of all different ages and with all different
needs, we can build trust within the community which will help promote business in the long-term.