Question

Topic: Strategy

Changing Clentelle Base

Posted by Anonymous on 7/2/2007 at 1:09 PM ET 125 Points
I just came on board with a nursing home as the director of business development. I do not have a marketing background but I am good at sales. Currently the facility has a bad reputation due to past owners and the surrounding hospitals send their psyc. patients to us. This is what we want to get away from. We want to go back to the original plans for the nursing homes and have a place that will appeal to those that want a place for their mom and dad to be. We will be undergoing a major renovation project in the next couple of months that will make it more appealing.

What is the best way to get the name out that we want to change?
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RESPONSES

  • Posted by Chris Blackman on 7/2/2007 at 5:41 PM Member
    Wolfman

    Are there any new accreditations you can get from the licensing or whatever regulatory authorities that would show you had moved to a new higher level of operation?

    Which country/state is this home in?

    Is there a website where we can see the place?

    ChrisB
  • Posted by CarolBlaha on 7/2/2007 at 7:04 PM Accepted
    One of my first clients was a chain of nursing homes.

    Rebranding is a possibility, but if you aren't out there walking your talk-- nothing will say "we've changed".

    Invite people in for tours. Give talks about benefits. Go to VFW's for presentations. Make calls on the hospitals who make referrals. They'll give you a shot. People buy from people. Poor service and follow thru can destroy a business. But its really up to you, as the marketing manager to get the word out and walk the talk. Its called "pioneering", and just changing the name, etc-- won't bring you business.

    Carol
    Sell Well and Prosper tm
  • Posted by CarolBlaha on 7/3/2007 at 12:02 PM Accepted
    No its not a bad thing to lay out the type of clients you are looking for. Just frame it correctly. Certainly the requirements of a psych patient and elder care are different. And your org recognizes to give best delivery, you have to have no dilution of focus. I wouldn't say what you are giving up, but what you are going for. Do not focus on anything negative, just the positive and plow forward.

    Use this week to plan your calls, target your business and define your statement.

    Carol
    Sell Well and Prosper tm
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