Question

Topic: Strategy

Nursing Home And Rehabilitation Marketing

Posted by Anonymous on 3/3/2010 at 1:10 PM ET 250 Points
I have a "final" interview coming up with a high-end nursing home- rehabilitation facility. I am one of three final candidates, and I would be very appreciative of any advice that will help me to nail this interview. The first interview went great and I sincerely want this job. I was impressed with the facility and the business and personal care goals of the Administrator. I have sales and marketing experience, but not in this particular field.

The primary goal of the Administrator is to build recognition in the community and establish the facility as the "Mercedes Benz" of Nursing home care in the area. The facility is currently decreasing the number of beds in order to increase the number of private rooms.

They are happy with the current relationships with Health Care providers so the expectation there would be primarily maintenance with a focus on community recognition and brand building.

Thanks for any Ideas!
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RESPONSES

  • Posted by Chris Blackman on 3/3/2010 at 2:29 PM Accepted
    Let's face it, to accomplish their goals they need a marketing/brand building expert, not a nursing home expert, so you can knock your perceived weakness (lack of industry experience) on the head quick smart.

    Beware not to divulge your whole plan to them upfront, else they may just take the key elements and hire a 'safe' recruit with industry experience and tell them to execute your idea.

    Point to your key successes and explain those arose not from prior industry knowledge but because you have a framework to apply which should assure them of good results in their field.

    Best of luck. By coming here and asking your question in this forum, you've already established strong marketing leadership credentials.

    ChrisB
  • Posted by Jay Hamilton-Roth on 3/3/2010 at 2:33 PM Accepted
    Since you're expert in this field, do your homework on the competition. What are they doing to market themselves? What's working? Who are they targeting? Who are they missing? Who specifically would be able to afford (and want) Mercedes Benz care in the area? How do they choose a home - word of mouth, via physician recommendation, case manager, church, etc.? Finally, talk to people in the homes themselves - what do they like about the facility (and don't like)?

    By showing that you're not just hoping to show up and start learning on Day 1, that you're already engaged in the research, developing contacts, then on Day 1 you've got all the momentum you need to be a very useful employee.
  • Posted on 3/3/2010 at 5:41 PM Accepted
    I've found a great interview technique is to do some advance market research and show up with the findings and your recommendation (based on what you learn). It shows that you're truly involved and prepared to invest your time up-front. And it demonstrates your expertise in marketing.

    Perhaps you can interview a dozen elderly people who are still living at home and find out what their perceptions are of the nursing homes in the area. If there's time, you might even create a simple questionnaire and field it on Survey Monkey ... not so much to learn "truth" as to demonstrate that you know how to probe consumer perceptions that can lead to improved marketing.

    And then present whatever you do in a professional manner with a clear recommendation for indicated action.
  • Posted on 3/4/2010 at 12:30 PM Author
    Thank you all so much for the prompt and sound advice, it is all great and I really appreciate it!
  • Posted on 3/4/2010 at 5:11 PM Accepted
    Be sure to let us know how the interview goes and whether you get the offer.
  • Posted on 3/5/2010 at 1:45 PM Author
    My interview is at 11am on Tues the 9th, so I'll be doing all of my research and home work until then! I'll post to let every one know how it goes.
  • Posted on 3/11/2010 at 3:10 PM Author
    I got the offer!

    I was in the final of 3 and the other 2 had nursing home marketing experience that i don't but, they told me that I was the only one that did the presentation and proof of research and showed more long term potential, which out weighed the others' experience :) Thanks to all of you for your help and well wishes!
  • Posted on 3/11/2010 at 3:16 PM Moderator
    YES! Well done.

    Congratulations. Come back after you start and let us help you show them they made the right decision.

    Time to celebrate!
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