Question

Topic: Other

Questions To Ask The Client When Interviewing

Posted by nini on 12/23/2014 at 11:15 AM ET 500 Points
In order to create a marketing plan for a nursing home (longstanding client) I need to interview the clients, (very tough customers) to find out what they have in mind for 2015. They usually say they want to fill their beds.
They are giving me the message that because I have been working for them over 10 years I need to look at their marketing needs with fresh eyes and a new perspective. Can someone give me questions to ask during the fact finding process. I also do their fundraising. I would be happy to discuss further details.
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  • Posted by Jay Hamilton-Roth on 12/23/2014 at 12:16 PM Accepted
    1) Specifically, what type of patients are they looking to get more of? Fewer of?
    2) What are their plans to differentiate themselves from other homes in the area? (SWOT)
    3) What do their patients (and their families) LOVE about their facility?
    4) In the past 2 years, who specifically have been their best referral sources?
    5) What innovations/regulations are being introduced in the industry in the next 2 years?
  • Posted by mgoodman on 12/23/2014 at 12:24 PM Moderator
    Good questions from Jay. And the SWOT analysis is a great place to start, especially if you can engage the client in the process.

    If it were my project, I'd want to talk with 3-4 satisfied/happy residents and 3-4 not-so-happy residents (or former residents). It's important to identify how people make the [purchase] decision, who the key influencers are, etc., and why some are satisfied and others are not.

    You might want to bring in some outside expertise if you are seen as too much part of the team there.
  • Posted by Gary Bloomer on 12/23/2014 at 2:33 PM Accepted
    Questions:

    How is this nursing home connecting with adult children of their ideal patients (many of whom will be decision makers)?

    Which other agencies do they refer patients to that may be in need of higher levee of care? (I'm thinking of late stage cardiac, dementia, and cancer patients who may be in need of hospice care).

    Speaking of hospice, do they refer patients to non-profit hospices rather than to the big chain outfits?

    How well connected are they to meet the spiritual needs of the people they care for? What scope is there to connect with multi faith organizations?

    How well connected are their medical staff on the latest therapies and activities for seniors?

    Who do they NOT want to partner with in any way, shape, or form?

  • Posted by nini on 12/24/2014 at 6:27 AM Author
    Excellent questions. Thank you!
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