Know-How Exchange : Strategy

I am doing a marketing plan for a start-up in the nursing home sector and would be interested in ideas for effective promotion & marketing techniques.

The location is extremely under-resourced - 4:5 placements are 1 - 2 hours out of area. There is no dementia services within 2 hours of the area. Demand is not an issue.

There is only one competitor in the immediate area and they have an excellent reputation in terms of care and are very well regarded but their building and leisure services are limited and targeted to a social welfare level of housing.

Good care is a given. My point of differentiation will be very tangible - a building which is homelike, services which are focused on well-being, and dementia specific services.

The socio-economics are upper-middle class. The existing offer in the area is social welfare level.

My pricing is premium compared to the facility in the immediate area but is comparative to lower quality facilities within a 2 hour drive. The premium will increase with demand.

Any ideas on where I go to from here in terms of marketing? And thanks for your help!