Title to go here. Home Health Care Marketing 2018: Agency Challenges and Opportunities

Transcription

1 Home Health Care Marketing 2018: Title to go here Agency Challenges and Opportunities Jenny Smith Principal, Acuity Public Relations LLC April 26, 2018 The content in this Power Point deck is is the sole property of Acuity PR, LLC. Its contents may not be reproduced or used by any organization without prior written permission of Acuity PR. Acuity PR. April 2018

2 Recruitment & Retention Increasing Private Pay Clients/Patients Brand Matters: Core Practices & Creative Solutions 1

3 About Acuity PR - Jenny Smith Founded PR consultancy in years in PR and marketing communications Clients have included CAHCH, home health and home care agencies; independent senior communities Strategy and content support to AgingInPlaceToolkit.com, a web site for family caregivers and aging-in-place planners 2

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5 Thought leader content Making the transition from hospital to rehab or home What to know, what to ask, what to do Modify? Remodel? Or Relocate? Three paths to comfort, safety and happiness as we age. Hospice and Palliative care: Misconceptions and Realities Are You the Ground Meat in Your Family s Generational Sandwich? How to Reduce Your Stress. Why telemonitoring makes sense for Connecticut s chronically ill Massachusetts home care s three biggest challenges Why is care management critical to home care s future? A Q&A with Kate Granigan Why Connecticut Residents Deserve A Proven Tool for End-of-Life Care How falls prevention supports our seniors and reduces costs How to Reduce Hospital Readmissions The Top 6 Medication Risks in Home Health Care You care for a loved one. Who is caring for you? 4

6 Home Health Care s Changing. Forever. 5

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8 Tech-savvy companies want to help family caregivers in your backyard 7

9 Recruitment & Retention 8

10 Employee Recruitment 9

11 Combatting turnover. Increasing clients Create and Instill Culture Hiring Criteria Refine Screening & Interview Process Training & Certification Leadership Style Core Values Expected Behaviors Surveys & Data Collection to Inform Marketing Efforts Continual Recognition I think the big thing is for CEOs and C-suite leaders in home health agencies to craft a big vision of what they want to grow as an agency, and recognize that part of fulfilling that vision is the culture of that agency. This is a big-picture, long-term strategy. Stephen Tweed, CSP, CEO, Leading Home Care, Louisville KY, author, Conquering the Crisis: Proven Solutions for Caregiver Recruiting and Retention, Home Health Care News July

12 Why would an applicant want to work for you? They must share your Why - your beliefs and philosophy What does the job entail? What are the expectations? If they don t share your vision, they ll leave quickly What is the applicant s Why? In interview, share your story. How do they react? Do they connect? Ask them to share THEIR story. Are they community and service oriented? Do they volunteer? What s the last book they read and when did you read it? How would they manage various caregiving scenarios? What are the traits, characteristics and attributes of your best caregivers? Do you measure this? Use data to recruit where your ideal candidate audience lives, works, worships 11

13 Marketing to hire in the digital realm Prominent employment link on your web site Recognize employees On your website On your social pages: Facebook, Twitter, Instagram, LinkedIn In press releases to that employee s home town media 12

14 Recruitment via Facebook Ads and via Facebook Instant Messenger 13

15 Tech-Enabled Training Resources 14

16 Increasing Private Pay Clients 15

17 Stellar, Customized Service Unpaid family caregivers are responsible for producing 80% of the total estimated economic value of community-based long-term services and supports for older adults (CBO, 2013). Are You: Helping them manage their loved one s care? Employing a geriatric care manager who provides this service? 16

18 Data Capture = Focused Marketing How are private pay clients finding you? Are your intake staff trained to ask and document where people learned about you when they call, or fill out intake forms? Are staff evaluated for diligently capturing where leads come from? Do you regularly analyze your private pay client base by Town/region Type(s) of care received Longevity of care Satisfaction with your services? Using a scale system, are you surveying your private pay clients (and the main contact with their family) on a regular interval and tabulating results? Are you asking your happiest clients to Provide a written endorsement of your services? (they draft based on your specific questions, you edit, they approve the final) Provide referrals to friends, neighbors, colleagues? (incentivize them with a short-term discount on services?) 17

19 Proof Points = The I See Me Effect Does your agency s web site, your materials, your social pages, your phone consultation scripts all work in synch to position your agency and address the concerns of clients and their family caregivers? How can hiring your agency reduce my stress? Will I/ my loved one get along with the caregiver? If not, what then? How will you reconcile my family members input to help us make the right decisions for our senior loved one? How will we pay for services? What are the options? What other clients do you work with that are similar to my/my loved one s situation? Are they happy with you, and why? 18

20 Brand Matters: From What to How and Why 19

21 Exhibit A 20

22 Exhibit B By Sue Scheible The Patriot Ledger 21

23 Exhibit D 22

24 Exhibit C 23

25 Communicating Culture What is your agency s Unique Selling Proposition? - Philosophy of care? - Differentiators? (the Why trust and hire us ) - Organizational back story? - How to reach us How, where and when do you communicate this: - On your web site? On your social feeds? - To current and future employees? - To family caregivers? 24

26 Leveraging Partnerships: WIFU/WIFT How do you interact with these groups to recruit employees and private pay clients? Internal medicine/geriatric/cardiology/ortho physicians Health and human service organizations (local foundations and United Ways) Social and civic groups (Junior League, Rotary) First responders (Police, Fire, EMT, Red Cross) Services to the elderly: adult community centers, adult day care facilities Technical schools Two-and four-year colleges & universities Local businesses 25

27 Plan First for Relentless Promotion 26

28 Setting Goals: SMART Technique Specific: Your goals should be clear, simple and defined. Measurable: This is where analytics come in. You want a goal that has one or more metrics. Achievable: Is it achievable or is it not possible within your resources? Realistic: With your current resources of time and money, is it possible to achieve your goals? Time sensitive: Every goal needs a time frame, whether it s one year or several months. 27

29 Identifying Key Audiences and Their Behaviors What audiences you aim to reach? How do they receive news and information? What sources do they find most credible? What do they do for fun? What do they do within their community (church, civic organization, business association)? Some examples: Private pay prospects Gender Age range Income range Geographic radius from your agency/specific region(s) Media consumed (e.g. local newspaper, TV, online news sources, Facebook, LinkedIn) Applicants for clinical positions Gender Education and Certification(s) Ethnicities Languages spoken Age Range Geographic radius from your agency/specific region(s) Media consumed 28

30 Identifying Metrics What metric or metrics will you use for each goal? Example Increase employment inquiries by X over X period of time from a baseline of X Calls from applicants Number of applications submitted - Via mail - Via web site form Number of responses to employment posts on Facebook - Comment on the Facebook post - Instant Messenger query - Phone call 29

31 Pick (and consume!) your Media Channels: Hyperlocal, Regional, State 30

32 Politics (and Great Marketing) are Hyperlocal 31

33 The Tactical Plan 32

34 A Feedback Loop is Critical Develop and enforce an information collection program. EVERYONE in the agency needs to be held accountable to gathering and reporting how did they learn of us/hear of us/find us information. Sources of client leads, e.g. X event generated X calls Lead-to-client conversions Sources of employment queries Employment conversions: # of queries, # of applications, # of interviews, # of new hires by quarter Results of employee satisfaction/suggestion/news surveys Results of client satisfaction/suggestion/news surveys 33

35 A Web Site Checklist Is your site optimized for mobile? Do you track visitor behavior through Analytics? Are you adding content regularly? Do you have a Google Page? Do you prominently display testimonials and success stories? Are you capturing data on web forms? Are you measuring conversions (form completions and leads)? Are you running: A Search Engine Optimization (SEO) campaign A paid Search Engine Marketing (SEM) campaign? Social Media Ads? 34

36 What s New? 35

37 Granny Pods! 36

38 Amazon Echo - Alexa voice assistant Providers like Libertana Home Health and Bayada Home Health Care began utilizing Echo technology in various ways; clients were able to self-report health metrics, for example, or interact with Alexa to reduce feelings of loneliness. - Home Health Care News 37

39 Person-provided AND tech provided help: Thrive Center; Minka House 7/11/high-profile-senior-care-leadercreates-tiny-homes-for-aging/ 38

40 Questions? 39

41 Thank You! PO Box 422 Bloomfield CT acuitypr.com