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Demystifying Assisted Living Marketing and
Other Helpful Information
Rick HunsickerJune 1, 2017
loveandcompany.com
Presenter
Rick Hunsicker
Love & Company
Vice President Sales Services –Western Region
1 year in Love
32 years in senior living marketing and sales
Survey
Is your focus Assisted Living?
Is your role Marketing/Sales?
Is your role Operations?
Is competition greater than ever? (Discussion)
What is your greatest issue today? (Discussion)
Demystifying Assisted Living Marketing
Shifting mindset to “proactive strategist”
Applying “metrics-driven” philosophy to your sales and
marketing program
Critical role of outreach in an effective assisted living
sales and marketing program
Key characteristics of an effective outreach staff member
Identifying your various target audiences of today
Experiential impact on sales and marketing outcomes
Even More Helpful Information
Concepts that motivate the 50+ Market
How aging impacts the decision making process
Relationship building skills for all levels of staff that
strengthen your business
Traditional marketing programs that still work
New marketing programs that work even better
Proactive Strategist
Let’s approach it based on how consumers make major purchases
By understanding the consumer decision process
By understanding the consumer purchase process
By developing & executing your plan accordingly
Consumer Decision & Purchase Process
Need Recognition
Search for Solution
Evaluate Alternatives
Purchase & Implement
Evaluate Decision
Consumer Decision & Purchase Process
Need Recognition
Search for Solution
Evaluate Alternatives
Purchase & Implement
Evaluate Decision
Marketing Function Sales Function Operations
Decision & Purchase Continuum
Marketing – Sales - Operations Plan
The Spectrum of Choices for Seniors
75+
60+ 70+ 85+ 90+
Preventative Long-term CareHospital
AACs Continuing Care Retirement Community
Senior
Center
Services
Geriatric
Assessment &
Case Management
Senior
Health
& Wellness
Center
Continuing
Care at
HomeAssisted
Living
Respite
Care PACE
Programs
Memory
Support Skilled
Nursing
Rehab
Subacute
*Community
Based
Services
Wellness
ProgramCase
Management
Independent
LivingAdult
Day Services
Memory
Support
Assisted
Living
Home
Health
Care
Skilled
NursingHospice
Transitional
MedicareAcute
*Transportation; Information/Referral; Counseling; Meals-on-Wheels; Integrated Day Care; Homemaker/Chore/Housekeeping; and Emergency
Response System
Benefits of Being a Proactive Strategist
Your marketing and sales plan is based
on the customer’s process
You plan to engage most effectively at
each step of the customer’s decision and
purchase process
You build & execute your plan
accordingly
Benefits of Being a Proactive Strategist
You have the power to project and defend
realistic goals and the realistic budget to
accomplish these goals
You develop specific activity goals – daily,
weekly, monthly, and quarterly, not just for
the year – that are more attainable and
motivating to staff
Benefits of Being a Proactive Strategist
You use tools to be able to monitor
performance on a real-time basis, with
the ability to course correct as needed
before problems get out of hand
You have skills and tools to proactively
seek the right referral sources that are
going to have the most impact on census
Applying Metrics
Initial Presentations
New Leads35%
Connected Call Outs
Total Presentations
10%
Professional Referral Source Presentations
Professional Referrals
10%
50%Total Tours/Appts
Move-Ins from Professional
Referrals
33%
Move-Ins
Applying Metrics
Initial Presentations
New Leads25%
Connected Call Outs
Total Presentations
10%
Professional Referral Source Presentations
Professional Referrals
10%
30%Total Tours/Appts
Move-Ins from Professional
Referrals
33%
Move-Ins
Sales Productivity Model
PresentationsActivity Level
Effectiveness RateSkill Level
New Sales orNew Referrals
Results
Sales Productivity Model
PresentationsActivity Level
Effectiveness RateSkill Level
New Sales orNew Referrals
Results
10 20% 2
Sales Productivity Model
PresentationsActivity Level
Effectiveness RateSkill Level
New Sales orNew Referrals
Results
10 20% 2
15 20% 3
Sales Productivity Model
PresentationsActivity Level
Effectiveness RateSkill Level
New Sales orNew Referrals
Results
10 20% 2
15 20% 3
15 30% 4.5
External Sales
Adult children continue to be the key
influencers
Prospects listen to advice from people
they know and trust
Both seniors and families rely on
professionals
Consumer & Professional Education Works
Outreach (External Sales) Analysis
Develop 2 tactical outreach plans:
One for professionals (Professional External Sales)
One for adult children (Adult Child External Sales)
Establish specific activity goals for each plan
Use a CRM to track referral activity and measure
results
Most Critical: Resident and family member referrals
Goal: 50%+ of Move-ins from Referrals
Goal oriented Highly organized Positive energy – excited to share information Effective communicator Listens first – gains understanding Talks second – provides best solution Excellent customer service skills – follows up
on referral outcomes Is the face of your community, in the
community Professional & friendly disposition
Key Characteristics of an Effective External Sales Person
Internal Sales
Engage both the prospect and the adult
child influencer in presentations
Engage other staff members in
presentations
Discover, discover, discover = not just
needs, but what’s most important
Demonstrate your solution
Confirm the next step
Internal Sales Analysis
Develop 2 solutions:
One for the new resident – how we help you
One for the family – how we help you
Establish specific activity goals for internal sales
Use a CRM to track referral activity and
measure results
Most Critical: Number of presentation per sale
Goal: 50%+ of presentations result in sale
Internal Sales Tools
Resident/family member engagement
WOW Sheets
Testimonial letters
Decision Guides
Moving Assistance
Explanation of new resident/family orientation
Your CRM
Identifying Your Target Audiences
Adult children
Spouses
Hospitals & Staff (ACO’s & Bundled)
Physicians (gerontologists and specialists)
Wealth advisors
Home care agencies
Hospital auxiliary (volunteers)
Pharmacists
How to Reach Target Audiences
Adult children & spouses – educational events, civic organizations, digital marketing, referral organizations
Hospitals – in the C Suite
Physicians – in the hospitals
Wealth advisors – as speakers
Home care agencies – through networking events
Hospital auxiliary – join
First Impressions
On the phone and at reception desk
Curb appeal
Parking spaces
The Greeting
Interaction with residents and staff
Cleanliness and Organized
Welcoming and home-like, not clinical
Impactful Model Suite and Commons
Even More Helpful Information
Concepts that motivate the 50+ Market
How aging impacts the decision marking process
Relationship building skills for all levels of staff that
strengthen your business
Traditional marketing programs that still work
New marketing programs that work even better
Concepts that motivate 50+ Market Concepts that motivate the 50+ Market –
• Less subject to peer influence and status issues
• Less responsive to embellished claims
• Less sensitive to price, more sensitive to value
• Greater interest in having choice
• Greater interest in intergenerational interaction
• Greater interest in well-being and supporting programming
• Greater interest in walkability
• Greater comfort with technology
Source: “Making Innovation Work,” Point Forward Solutions, 2015
Aging and the Decision Process
How aging impacts the decision making process
• Decisions have a huge impact on their remaining years
• There are many more health related decisions to make
• There are very few studies on aging and decision making
• More concern about memory loss than decision making
• Numerous sub-processes – multiple pieces of information,
multiple steps of processes, dealing with the emotional
impact of a decision
• Better at avoiding negative affect of decisions
• Frontal regions of the brain impact decision making ability
Source: A Review of Decision-Making Processes: Weighing the Risks and Benefits of Aging - Mara Mather
Relationship Building Skills Relationship building skills for all levels of staff that
strengthen your business
• Relationships are the key
• Initial presentation – the true picture
• Families – the frontline customer
• Staff = Reputation
• The cost of broken promises
• Share – Service/Honesty/Attitude/Respect/Ethics
• Dealing with complaints
Source: Customer Service In Assisted Living - Strategies for Building Successful Partnerships Kelly Smith Papa, MSN, RN Carol Marshall, MA
Traditional Marketing
Traditional marketing programs that still work
• Referrals still the best – resident/family/professional
• Targeted advertising – smaller local publications
• Referral Agencies
New Marketing New marketing programs that work even better
• Website – take the website challenge
• Automated email marketing
• Remarketing
• Review sites
• Social Media
• Blogs & White Papers
• Videos
• Consumer education – become the trusted source for
information about care for older family members
• Professional education – become their source too!