Know-How Exchange : Other

Yes that's correct. It amazes me how one feels nothing should be done for the exception of "verbally spreading the word" within the community - and feel the job is done. Months later, they're wondering why clients and inquiries are not coming their way.

Any ideas on what else one can do at very little cost??
Colette

Colette,

The first thing I'd do is strongly suggest that the Administrator set up a marketing budget. Without a budget implies the administrator is looking for great "free" ideas. There's no such thing! Properly designed, your marketing efforts should return 10 or more times what you invest. 10 times no budget is "nothing." You get what you pay for. In situations like this, what you end up with is doing a bunch of little cheap things that are really your marketing budget. But, because you haven't done any of them completely or effectively, you end up with no results. In reality, instead of doing a bunch of little things, if you add them all up and do one BIG thing that is done right to be effective, you can get results. Start by letting the administrator know that expecting effective results on marketing with no budget is unrealistic.

Typically, an adult care facility price tag is $100 or more per day. That's revenue of $3000 per month (at least) per client. For each client, typically, costs are relatively high so it may cost $75 per day. That means each new client you secure is $750 per month. If the place is only 3/4 full with room for 20 clients, this means the facility has an opportunity cost of $3750 per month profit by NOT getting word out and filling their rooms. It seems this would be worth some investment.

At the very least, have them invest in a marketing strategy. The strategy, as you know, covers who their target customers are and segments them, where they find out about the product/service by segment, who the competition is, what the unique features of the company are, and then set some direction based on that - brand, pricing, product/service strategy, etc. It's only after that's established that you put together a marketing plan with activities to address those customer segment you target.

To my experience, adult care facilities most often are chosen mostly by word-of-mouth by a family member - people who have (or have had) loved ones in the facility, social workers at hospitals, and through the state agencies. Also, people want their loved ones in a facility near them so the community is a good source. I would consider these to be "segments."

For the people who have or have had loved ones there, activities to keep the facility at the top of their mind (retention activities) work. Sending a newsletter or even a personal letter from the administrator every so often to them can help. And specifically asking for referrals would help.

For the hospital social workers and state agencies, this is a "personal relationship" issue. Ethically and perhaps legally, these people can't "take sides" and refer the facility - they have to pass out information from every place they are aware of. However, they typically will pass out a bunch of brochures with one particular one on top, with a wink to the people they are talking with. Having a good relationship with these workers will help to make sure your information is on top. Having a conversation to find out to whom they passed your brochure periodically (weekly?) will help so you can follow up.

As for the community, having very good signage is key. Direct mail can help. Advertising is a reasonable thing to do - radio, local newspapers, bill boards, etc. The goal is to have mind share - when people in the community hear "adult care facility," you want them to think first of this facility. Visibility is what you want.

Additionally, there are companies who help place people into adult care facilities. They work on a contingency basis - it doesn't cost anything unless they make a placement. Typically, the cost is like a month's client fee. These are reasonable to invest in.

For a 20 room facility 75% full, if you're missing out on $3750 per month in profit, it is reasonable to budget between $500 and $1000 per month on marketing. Some of the things I mentioned cost more in terms of time versus money. But, getting the word out in the community will cost something. While this investment probably will not net results short term (a month or two), they will pay off in the long run.

I hope this helps.

Wayde

Yes Steve.
Relationship marketing is key. In fact she's done alot of that through several luncheons and presentations to small case worker/social worker audiences.

Good information, Thank you all.
We actually did a small mailer to some family planning attorneys. I've sugg. doing a much larger mailer inclusive of family planning social workers, accountants and attorneys.
mcassity: as for planning your her own seminar something like an open house? We had one, and it had a great turnout.
What other ways can someone do WOM?

It's so funny you should recommend the face to face hospital visits. I actually have that on my list of things one can do to start the New Year and share their new rates. Simply host a breakfast or afternoon break session with bite size items, coffee, tea and tons of brochures, business cards and leave behinds ie pens, post notes etc. to get in the faces of the social workers and case mgrs. that make such discharge plans for families in need of an ALF. I think a fax note of some sort to the diff. hospitals with open bed count and availability is a good suggestion. Thank you great info!

CSmith,

You can do an open house sure. Other ways would be to hold a seminar that tackles issues that this client base might deal with. Tax issues, retirement planning, Long Term Care Insurance, and pull in the experts to do the talking...this would allow her the ability to follow up with attendees and build her database...again, the point being to build the database to market to and get the referrals flowing. feasibly, she could do one or two of these per month with attendance of between 30-50 pretty easily (depending on the size of your market of course)

Good luck!

Mac"Daddy"Cassity

That's an idea. These venues can be simple and allow her to gain the exposure and build a contact database.
Great - Thank you!

Just a note: Hospital discharge planners are very difficult to get in front of. They are bombarded with advertising and have heavy case loads. If you offer them a CEU for their Social Work license and feed them, you might get to them.
You may want to think about getting in front of real estate agents who work with seniors. The National designation for realtors who work with seniors is Senior Real Estate Specialist. Offer them a tour of your new AFL.
Best of luck to you!
Lisa

Good Information Lisa. I will definitely check into the Senior Real Estate group.
Thank you!!