Presented by Visiting Angels Three Musketeers Karon Austin: Vice President Operations Chief Operations Officer Richard Bitner: National Marketing

Transcription

1 Presented by Visiting Angels Three Musketeers Karon Austin: Vice President Operations Pat Drea: Chief Operations Officer Richard Bitner: National Marketing Director Living Assistance Services, Inc. 2009

2

3 Marketing Systems Quick Check Quarterly Competitive Marketing Surveys? 3 Competitive Market Surveys for Each Competitor? Regular Reviews of These Surveys With Your Staff? SWOT Analysis On Each Competitor To Benchmark Yourself? A Written Marketing Plan?

4 Growth goals Targeted referral sources to achieve growth Action plan that will give us desired result from our marketing 6 Timetable for success 4 Definition of success 2 0 Accountability assigned Hours committed to marketing each week

5 Marketing Systems Quick Check Reviewing the marketing plan and results with staff accountable for marketing on a weekly basis? Reviewing quarterly with all staff? Continually updating and editing the plan? Collecting pertinent historical data? Including referral source identification for every inquiry along with growth trends. Tracking and reviewing every inquiry for source of call?

6 Marketing Systems Quick Check Providing feedback to referral sources (appropriate feedback) on status of clients referred? Such as client is happy with service, you had the client staffed within an hour of the request etc Maintaining profiles on the referral sources that includes preferences on how the referral was handled? 1. Any special requests 2. Type of follow up desired 3. Any pertinent personal information such as birthday, children s names, pets etc

7 Marketing Systems Quick Check Do we have a marketing strategy that outlines our leadership role in the community? In the past year have we hosted a community wide special event? Do we have ourselves on a speaker s bureau in our communities?

8 A. Growth History - Revenue - Hours of service billed B. Referral History - Ideally referral history by referral source and referenced in monthly/quarterly/annual reports If you do not have this... Start Now!

9 B. Referral History Do you know where every inquiry is coming from? Are those results compiled daily, weekly, monthly, annually? This will show you what is working and as important what is not working in marketing or advertising. You will see trends of referral sources that are increasing their numbers to you. Also will be able to identify any referral source that has fallen off. Also will identify a first time referral source that needs recognition and nurturing for more referrals.

10 C. Strategy Evaluation What has caused growth? Was it planned growth? How much was GBA? (growth by accident) Examining profitable business versus less profitable business Are we confident in our pricing model?

11 Are we shopping all competitors in an organized consistent manner? (Use Carl Knight s study we have on extranet) Do we shop competitors on three levels? During business hours, after business hours in the evenings and on weekends Are we using information to position us in the market? Idea! Dateline New York: National Figures on Institutional Costs of Caring for the Elderly Rising!

12 From the competitive market studies, do we know their strengths, weaknesses, opportunities, threats for each? SWOT analysis should be done on each competitor and updated frequently. Review with your office staff. SWOT form included in your folder and on the extra net

13 Lead office staff through exercise of completing, review and update quarterly. Ask key referral sources/community partners for feedback on their perspective of your strengths, weaknesses, opportunities, threats.

14 What is the Payer Mix? Percentage of revenue that is private pay, state funded, or insurance Percentage of revenue and hours of service as related to market segments. What percentage from hospital referrals, SNF s, rehabs, trust officers, ALF, home health agencies, hospices, DME companies, respiratory companies, LTC insurance, word of mouth, internet to name a few

15 What is the Payer Mix? Ideal is have diversified sources of referrals so that a balance is in place and not relying too heavily on a narrow source of referrals Service Mix: What is breakdown of hourly services vs. live in companions? Geographical Mix: Where service takes place Service in private homes as compared to ALF, SNF, hospital etc

16 Targeted Market Segments List out: Hospitals, SNF s, Rehab, ALF, HHA s, Hospices, Trust Officer, Day Surgery, Surgery Center, Emergency Rooms, Physicians etc. What do we know about each referral source? Example: SNF that does rehab How many beds are licensed for rehab? How many discharges per week does SNF generate? How many private duty referrals made? How many home health referrals? How many hospice referrals?

17 Are You Thinking Outside of the Box? Are you marketing to non-medical sources? Wellness Centers Fitness Centers Child Day Care Hair - Nail Salons Churches Synagogues Retirement Communities Geriatric Care Managers HR Departments Third Party EAP Providers Meals on Wheels Police and Fire Departments rwb

18 Marketing Action Plan Marketing Action Plan will identify: 1. Targeted referral source 2. Will be time sensitive 3. Action items identified 4. Goals set for referrals 5. Identify person responsible for each goal 6. Reviewed weekly 7. On- going updates to plan

19 For a Successful Marketing Call Pre- call planning: You need to be prepared to get the desired outcome from the marketing call so ask yourself Who owns the referral? Am I seeing the decision influencer or decision maker? 2. Who can say Yes!? 3. Be prepared for questions the referral source will ask you. 4. Can I develop an internal advocate/inside sales person from this marketing call?

20 For a Successful Marketing Call 5. What is the biggest problem I can help referral source resolve? Ask them! 6. Look for information about referral source/affiliated institution prior to marketing call.

21 For a Successful Marketing Call Examples: Recent professional recognition Awards Trade Journals VA.com national press releases Your community involvement Local press you have received Is there an internal newsletter you can review? rwb

22 For a Successful Marketing Call Questions: Are you doing pre-call planning? If yes... How well are you planning?

23 Exercise For a Successful Marketing Call Exercise: Choose one current targeted referral source. Answer these questions: Who am I competing with to get their business? What are their strengths? How can I differentiate myself from competition? What is potential referral stream? What is current referral cycle to VA now? Do I know their needs/expectations in the referral process? Do I know what is value added for the referral source from my service?

24 Pre-Call Prep Checklist Relevant materials- do not overwhelm with brochures. Select one that is pertinent to your planned discussion. Use on one of our focused informational pieces! Fall Prevention? Put brochure/materials in blue file folder. Label tab: Visiting Angels-Private Duty. Staple business card to front of file folder. This way materials are ready to be placed in their files instead of File 9. Review past referral activity If referral source has referred in past- leverage those times in the past that you were trusted.

25 Pre-Call Prep Checklist Review information on referral source institution that you uncovered Dress the part: Professional dress is a reflection of how you see yourself. Not fair but often judged on services initially based on our first impression. Know where you are going! How long will it take to get there. Where do you park?

26 Pre-Call Prep Checklist Testimonial letters are powerful to new referral sources. Use testimonial letters not just from clients but also referral sources. Business cards: Always ask for one theirs as well. Notepad/legal pad Arrive early! You can learn a lot about referral sources by listening & observing in waiting areas. Tip: Scan the waiting area for any publication that could be an additional resource for referrals!

27 Mental Preparation I am going to assist this person and identify how VA can help I provide value for this person The service I offer has greater value than the price I am asking for it

28 Qualify the Referral Source Is this on my M.A.P? If not should I add? How do I know this will be time well spent? Identify role of referral source: Influencer or decision maker?

29 Unique Selling Proposition aka USP Talking Points USP is a differentiator that sets you apart from the competition. Do not promote USP if you cannot deliver! Examples: 15 Minute Response Time Select your Caregiver Personalized Service System Personal meeting in the home of each client We select only experienced caregivers

30 Ask Questions that Promote Engagement of Referral Source Examples: What has been your experience with private duty? What do you value for your patients/clients in a private duty company How often do you refer to private duty?

31 Ask Questions that Promote Engagement of Referral Source Examples: Do you have any objections to private duty service for your clients/patients? Do you have a preferred provider of private duty services? If yes, I would love to be Number 2 on your call list Always ask at beginning of meeting: How much time do we have today? I want to be respectful of your busy schedule

32 Give Referral Source Mental Prompts to Think About Visiting Angels Examples: Is there anyone that has repeat falls? Anyone with frequent re-hospitalizations Anyone with frequent emergency room visits Anyone with increased need for assistance with bathing? Feeding? Walking? Dressing? Can t sit without assistance? Suffering emotional distress/depression

33 Get a referral commitment! ASK for the business before you leave! I would love the opportunity to prove myself to you May I have your next referral?

34 Schedule Your Next Appointment Now! Take advantage of the Face Time you have now! It is often time consuming to get the next appointment once you have left. Ask referral source for next appt. Get calendars out and schedule while there. Ask if they can think of anyone else that you should see that would benefit from information about VA. Out of site... Out of mind

35 Post Marketing Call Critique Did you accomplish goals What did you learn? What potential exists for referrals Update Map with next steps Write hand written note, enclose a business card What follow up is required? What can I improve on with next call Did I ask for business? Did I secure next appointment time?

36 Karon s Kuote For the Day Each day you get up and make a choice that it will be a good day or bad day. And either way you will be right. Abraham Lincoln

37 advertising that works Richard Bitner

38 If You Did... Did You Track each and every lead for the source? Perform an analysis on all advertising outlets? Calculate your cost per lead? Compare all advertising efforts and rank them by lead referral percentage? If Yes... What did you learn? If No... Do not pass Go and Do not collect $200! You need to every 6 months!

39 If You Did... Did You Overspend on Yellow Pages? Cost/Lead =? Attempt a direct mail campaign? Run display ads in the HUGE daily publications in your market and see poor results? Attempt a local radio advertising campaign? Run display ads in a Senior focused publication? Spend more on print than the previous year to yield a smaller result? Try a movie theatre campaign?

40 Higher Success Rates Out of the Box Weekly publications rather than daily Much longer Table Life than any daily FREE take away Rag-Mags Cost effective ads in small community newsletters Plug Into your community! Churches - Temples CoOp advertising with your neighbor! Advertise where your competition does!

41 Fresh Ideas! Wrap that car! More bang for the buck! Save some advertising dollars and market where you haven t! Community involvement rather than hard dollars! Offer yourself as the expert on your local AM radio talk format station!

42 Higher Success Rates Reached Also Using Partnering with a specialized realtor, over 65 community Form your own Senior Resource Group aligning yourself with others that are where you want to be! Le$$ advertising! Conduct a seminar in your local market. FREE PR!

43