For many eldercare providers, marketing their services is an uncomfortable thought. Most recognize it is a necessity of sustaining and growing their practice but it is certainly not something they look forward to doing. I have always found having an annual Marketing Plan has helped keep me focused and dreading marketing far less. It provides a framework and some predictability so you are not caught trying to come up with ideas throughout the year.
Tips for developing an innovative Marketing Plan include committing to a periodic review of referral sources and their requested needs; development of an annual marketing tradition; enhancing your value to your referral sources; and gracious follow-up throughout the year. Using these four basic techniques will put you on your way to developing a Marketing Plan that will increase sales and profits.
Review your referral sources and requested needs at least quarterly. I recommend you begin by determining your cultivation ratio: how many cases you open compared to how many inquiries you received regarding your services. If you have more than one person taking inquiry calls/emails, determine who is more successful at converting the cases. Ensure this team member is taking the majority of the inquiry calls and training co-workers on their techniques. Determine what the caller is identifying as the requested need. You will certainly want to advertise the most requested service but also improve your efforts regarding the other services you provide.
Determine your top 10 referral sources. Base this not only on the number of referrals received, but factor the amount you are billing each client. In other words, if you receive 20 referrals from one source but few go forward with your services or those that do are very limited in the services they receive, the referral source may need a better understanding of your comprehensive services. You may determine that you have another referral source that provides a handful of referrals but they are always your highest billed clients. You certainly want to include this referral source in your top 10. Schedule regular lunches/meetings with these 10 to demonstrate your appreciation of their business.
Develop an annual marketing tradition and be committed to it. It could be a piece of collateral that you provide annually with your company's information, an informational piece or even an event for your referral sources. By establishing an annual pattern, your referral sources will begin to expect it and appreciate their inclusion in your tradition.
Enhance your value to your referral sources by demonstrating your expertise at every opportunity. Offer to be their "senior resource" for anything that arises with their senior clients. Provide annual updates on programs such as Medicare by way of a professional handout with your contact information on it. This is a benefit to their clients, but also promotes your company. Send information regularly on issues your clients are experiencing. For example, with the increase in clients being held under an "observation" status rather than admitted into hospitals make sure you are communicating to your referral sources this potential risk and consequence to their clients and of course the benefit of care management services to avoid/resolve this situation.
Finally, always provide timely follow-up with your referral sources. Even if a client does not engage your services, send a note to the referral source thanking them for the referral. If the client does engage your services, ask the referral source, when appropriate, if they would like periodic updates on the client's status. If they would, ensure you provide this information regularly. Your referral sources will appreciate the relationship you've built with them and your overall value will be enhanced.
To read more topics like this, feel free to visit me at www.innovatetodayllc.com and sign up for our email newsletter. Feedback welcome!
Comments
No one has commented yet.