Success Model for Marketing to Influencers Presented By Matthew Kroll Practice Leader & Division Director, Adult Marketing & Development at BAYADA Hom...
Success Model for Marketing to Influencers Presented By Matthew Kroll Practice Leader & Division Director, Adult Marketing & Development at BAYADA Home Health Care
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
“I want to grow my agency but……” “I would love to market but……”
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Options for growing your business
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Understanding Homecare Marketing Channels Today
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Success Model for Marketing to Influencers aka Referral Sources or Accounts
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
• Poll • Suzi is calling about her mom who is in XYZ
rehab facility recovering from hip surgery. She is looking for an agency that accepts her mom’s John Hancock LTC policy. Suzi tells you that her Mom’s neighbor had services from your agency.
• What’s the referral Source? Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
What information do we need to gather?
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Define Referral Tracking Terms
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
How did the client hear about your agency = “Referral Source”
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Train everyone who could take a referral
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
How do we identify which are the most valuable?
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
• General public does not understand homecare • Most clients wait until an adverse incident to initiate homecare • Most of us don’t have enough time or money for marketing Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
80% of Referral come from 20% of referral sources
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
• Have a diversified approach • Find homecare advocates • Align targets to overall strategy
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
How do we identify which are the most valuable?
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
1. Know your audience 2. Communicate Competitive Advantage
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Introduction: Personas represent examples of real buyers who influence or make decisions about products or services By identifying goals, values, and pain points you can begin to cater marketing efforts in a way he/she will find valuable Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Geriatric Care Manager Persona Name: Carrie Care Manager Roles: Wife, Independent Care Manager Age: 42 Education: Master’s Degree in Social Work concentration in Gerontology and Human Services
My Responsibilities • • •
Coordinating services for clients Finding and linking families to services Communicating with families and de‐escalating crisis situations
My Challenges
Information Resources I Trust
• • • •
Colleagues Other healthcare professionals Continued Education workshops Conferences
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
• • •
Lack of communication about their clients status Turnaround time for service initiation Client and Caregiver matching
Geriatric Care Manager Persona Name: Carrie Care Manager Roles: Wife, Independent Care Manager Age: 42 Education: Master’s Degree in Social Work concentration in Gerontology and Human Services
My Responsibilities • • •
Coordinating services for clients Finding and linking families to services Communicating with families and de‐escalating crisis situations
My Challenges
Information Resources I Trust
• • • •
Colleagues Other healthcare professionals Continued Education workshops Conferences
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Competitive Advantages
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
• • •
Lack of communication about their clients status Turnaround time for service initiation Client and Caregiver matching
Develop your Message GCM What’s important to referral source?
What makes my agency better?
At ____ agency we ensure our caregivers reliability through the use of the latest telephony technology.
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Prospect
Target
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Does our strategy help us achieve our objective?
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Active
Provider of Choice
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Hours or Dollars per week
Which Account or Channel send us clients that are long lasting and high billing?
Length of Stay
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
How do we identify which are the most valuable?
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Repeat! Referral Tracking
Measure Results
Sales Cycle
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
Questions?
Putting the Pieces Together HCP 2014 Annual Management Conference & Exhibition
