Know-How Exchange : Advertising/PR

For assisted living facilities, make a face-to-face appointment with the Health Services Director (or equivalent) to find out how/when they refer people to nursing homes, what they know about yours. Don't immediately try to sell them yours. Find out what they do first, then offer some reasons why yours might be a better solution for their clients.

The ortho practices may be harder, but rather than go in through the front door, you may have access to the doctors via the local hospital itself.

In my area, the Directors and Administrators at Assisted Living Facilities are generally outgoing and warm people. They need to be, as they are in the hospitality business. I know that Marketing People from LTC facilities will call them up for short visits. You might invite them over for a tour, for example. I'd also make a point of targeting the DON's (Directors of Nursing) - because they often influence family members' decisions when it is time for the resident to move on. You might also ask the Administrators and the DON's what they are looking for when their residents move on; that can help you convince management to make changes/modernization your own facility. As far as the Ortho practices go, I'd think about starting with the Practice Manager - establishing a relationship with that person can smooth the way for meeting with the Doc's. And don't expect to meet with a Doc for very long - they can be welcoming, but you will get about 3 minutes max, with them, I would expect. In any case - good luck! Don't forget some good brochures to leave behind, so staff can hand them to family members when they are considering where to send their family member!