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Developing and Executing a Strategic Marketing Plan PDF Free Download

Developing and Executing a Strategic Marketing Plan PDF free Download. Think more deeply and widely.

11/30/2016

DevelopingandExecutinga



StrategicMarketingPlan

Allrightsreserved

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

DisclosureofCommercialInterests

PremierCoachingandTraining,Inc.has/hadconsultingcontractswiththe

followingorganizations:

HealthCareAdvisoryServices,LLC Transcon Builders LW‐Consulting

HealthServicesManagementTexas,LLC GeerSeniorLiving RiversideHealthSystem

LutherWoodsNursingandRehabilitationCenter SteubenCountyHealthCareCenter

AvonHealthCareCenter Wilmac Corporation MiddlesexCountyDevelopmentAuthority

WestHartfordHealthCareCenter RegionalGroup CareCenterofHonolulu

GenesisEverydayLIFEProgram AdornoMobility

PresbyterianSeniorLiving(Pa) GriswoldSpecialCare(Corporate)

PresbyterianLIFEProgram GriswoldSpecialCareWilmington

Diakon LutheranServices(PA) MMG

Diakon Hospice TheAnderson

LibertyHealthCare BartleyHealthCare

LibertyHomeCare Ruxton Healthcare

AutumnCare DeaconessLong‐TermCare

JuniperSeniorLiving SeniorCareCentersofAmerica

PineRunVillage CornwallManor

FriendshipVillage Artman Home

MeridianHealthSystemHomeCareRockvilleNursingHome

MercyHealthSystemLIFEProgram LutheranServicesoftheCarolinas

TheHickman Studymonkey,Inc.

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Introduction

LukeFannon

Experience



25+YearsofHealthcareSalesandMarketingExperience



20+YearsofIncreasingReferralsandLeadsinSenior

CareIndustry



15+YearsofSeniorLeadershipExperience



StartedIndependentConsultingFirmin2005

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Results



$500Mil.inRevenueand70Communities:AL,SNF,CCRC

NumerousAwards–President’sandChairman’sClub



Inc.Magazine’s14

FastestGrowingPrivatelyHeldCo.



Clientsandemployersalikehaveexperiencedoubleandtriple

digitrevenueandprofitabilitygrowth.



OurclientsincludeAcute&SubAcuteRehab,Outpatient

Rehab/CORF’s,HomeCare,AdultDayHealthCare,Assisted

Living,DMEandPharmaceutical

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

GroupDiscussion

Whatdoyouwanttogetoutourtimetogether?

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

ProgramGoal



CreateaStrategicMarketingPlantoHelpYouGrow

Census!

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

ProgramObjectives



ProcessofCreatingaStrategicMarketingPlan



Whatinformationdoyouneed



Process



Identifyingtherightmarketingstrategies,tacticsandtargetsbasedonyour

market



SetRealisticObjectivesforReferralsandAdmissionsBased

onCensusTargets



IDSuccessfulStrategiesandTactics



MonitorPlan’sExecutionandTrackProgress

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

“Ifyoufailtoplan,youareplanningtofail.”

BenjaminFranklin

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

WhatisaMarketingPlan?

SusanWardinwww.about.com:

“Amarketingplan outlinesthespecificactionsyou

intendtocarryouttointerestpotentialcustomersand

clientsinyourproductand/orserviceandpersuade

themtobuytheproductand/orservicesyouoffer.”

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product Consumer

Professionals Media

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Patientor

Elderly

Consumer

Family

Caregivers

Friends

Social

Workers/Case

Managers

Physicians

Nurses

Aides

AncillaryHC

Pros.

Media

Community

Whoareyourcustomers?

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Patient

Elderly

Consumer

ALF

ADC

SRCENTERS

LTAC

AcuteRehab

Hospitals MDOFFICES

DIALYSIS

CENTERS

ADVOCACY

ORGANIZATIONS

OPTREHAB

HOME

COMMUNITY

CLUBS

Whereareyourcustomers?

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

PlanningtoCreateaMarketingPlan?



Metricsfromlast2years(pref)/lastquarter(min)



Listofallprofessionalreferralsources



Listofallsourcesofreferrals(otherthanprofessionals)



Listofpreviouslyexecuted(pastyear)marketingstrategiesandtactics



Listofcommunityandotherorganizations



Listofcompetitors,strengths&weaknesses



Listofyourstrengths&weaknesses

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends



CreateGoalsandObjectives



IDcompetitivepositioninthemarketplace



Reviewpreviousmarketingstrategies



IDStrategiesandTactics



CreateActionPlan

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

SNF ALF

Admissions MoveIns

DischargesMoveOuts

Referrals Referrals

ConversionRate=Admissions/Referrals MoveIns/Referrals

Declines Tours/Referrals

LostLeads MoveIns/Tours

Utilization–LOS

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

Metricsareacriticalmanagementtoolproviding

leadershiptheabilityto:

Objectivelyevaluatesalesandmarketingteamandotherteammember

performance.

Identifyopportunitiestoimproveperformanceandincreasecensus.

Makestrategicandtacticalmarketingdecisionsbasedonobjective

informationpresented.

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

Admissions/Discharge(Movein/MoveOut)Differential



Admissions>DischargesCensus



Admissions=DischargesCensus



Admissions<DischargesCensus

AdmissionsareaFactorofTwoMetrics



Total ReferralsReceivedxConversionRatio

ConversionRatio



Admission÷ Referrals



DeclineRatio=Declines/Referral



LostLeadRatio=LostLead/Referral



AcceptanceRatio=Admissions/AcceptedReferrals

Utilization



LOS‐ LengthofStay

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

ReferralMetrics



ReferralTrendsareanindicatorofthesuccessorfailureofmarketingplanstrategiesand

tactics.Whatworks&whatdoesn’t!



Overall



Trendofqualifiedreferralsvs.unqualifiedreferrals



Ahighpercentageofunqualifiedleadssuggeststhatyouneedtoimproveyourcommunicationto

referralsourcesandchangeyourmessaginginadvertising,publicrelationsandspecialevents.



Trendofreferralchannels:Professionals,Advertising/PRandSpecialEvents‐ 3major

channelsofreferrals.



Trendofindividualreferralsources.

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

ConversionRatio



OveralleffectivenessyourProcess ofConvertingReferralsintoAdmissions



IndicatoroftheeffectivenessoftheSkills youradmissionssalesand

marketingteamsemployduringtheprocess



PotentiallyindicatorofyourReputation



PotentiallyanindicatorofyourabilitytoMeettheNeedsofYourCustomers

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Setgoalsandobjectives(SNF)



CurrentAverageDailyCensusforPreviousQuarter

Overall

Skilled



CensusGoals(eitherbudgetedorother)



AverageAdmissions/MonthPreviousQuarter



AverageDischarges/MonthPreviousQuarter



ConversionRate/MonthPreviousQuarter



LOS(SNFonly)

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Setgoalsandobjectives(ALF)



CurrentAverageDailyCensusforPreviousQuarter



CensusGoals(eitherbudgetedorother)



AverageMove‐Ins/MonthPreviousQuarter



AverageMove‐Outs/MonthPreviousQuarter



ConversionRate/MonthPreviousQuarter

Tour/ReferralRatePreviousQuarter

Move‐In/TourRation

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket



PhysicalPlantandLocation



ProgramsandServices



Reputation



FeedbackfromReferralSources(onyourfacility/competitors)



Contracts



5‐StarRating



ResidentSatisfaction



Pricing



MarketingTools

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket

QualitativeAssessment



ReferralProcess:Nursingandadmissionsandmarketingteamcomparedfavorably

withtypicalfacilitiesinthemarketfortheireffortsonbehalfofthecasemanagers

andtheirpatients.



ReferralProcess:(Client)didnotcomparefavorabletotypicalfacilitiesthey

workedwithbecausetheyarefrequentlyclosedMondaythroughFridayforpublic

holidays(MLKDay,FridayafterThanksgivingandothersholidays)whenallof

theircompetitorsareopen.



BedavailabilitydeclineswerementionedasanissueovertheChristmasholidays

thatothercompetitorsdidnotexperience.



Mostcompetitorsaregoingto7‐dayperweekadmissionsprocessestomeettheir

needsvs.Client’spolicyisthatweekendadmissionsmustbesetupbyFriday.



CO(acompetitor)wasspecificallymentionedasmorewillingtoacceptclinically

complexpatientsthatclientdeclines.

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket

QualitativeAssessment



Reputationisverygoodandcasemanagersreportfew(ifany)

complaintsfrompatientsreturningtohospitalfromfacility



Hospitalreferralsourcesreporttheywouldliketoseeclientaccept

freshtrachsanddialysispatients

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket

CompetitivenessRating

Facility

5StarOverallWebsite

Social

Media Brochures

Physical

Plant Location Overall

Client Facility 430 2 312.2

RC 543 3 544.0

GL 124 4 132.5

SH420 3 222.2

EB 344 4 333.5

PB 231 1 311.8

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

ReferralSources

NeedBased



QualityCareforPatients



CustomerService



Education



VendorFairs



In‐services



CEUs



DistributionofCollateralMaterials



NewProgramsandServices

Strategic



CEOMeeting



DepartmentHeadMeetings



ProgramDevelopment

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

ReferralSources

Resource



Informationandresourcesevenifyoudon’tbenefitbyreceivingaspecific

referral/admission

Personal



NetworkingEvents



OpenHouses



ThankyouforReferrals

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

ReferralSource 2YearRef.

Trend

EducationOps StrategicOps

Hospital1‐5.6% In‐service

DistributeMaterials

Hospital2+2.5% CEUs

Vendor Fairs

DistributeMaterials

Dr.1 Referrals havedisappeared Distribute Materials FormerMedicalDirector

Dr. 2 10%Increase LunchIn‐services

DistributeMaterials

Attending

HomeCare+3% In‐service

DistributeMaterials

CEUs

Hospice ‐3% ? ?

ALF 5% In‐service VirtualCCRC

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

IDNewReferralSources



ClientHonolulu,HI

5ReferringHospitals 1Admit/YearfromGroupHomes

7HospitalsNoRelationships 13GroupHomesinHonolulu

5admits/mo.from“home” 16ALF’s

Wheredotheycomefrom?NoIdea! NoRelationship

17HomeCareAgencies 19PCP’s

1SpecializesinRespiratoryPrograms NoRelationships

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

Media



Print,Radio,TV,DirectMail



OrganizationSupport



PublicRelations



Website



FacebookandothersocialMedia

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

MediaTactic Deployed Message Referrals/Mo

Website Yes 2

Facebook Yes 0

Radio Yes

MemoryCare,Regular

ALF,Nutrition,

Medications

Print Yes

MemoryCare,Regular

ALF,Nutrition,

Medications

PR No

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

Consumer



On‐SiteSpecialEvents



Off‐SiteSpecialEvents



HealthFairs



CharitableEfforts



ProfessionalOrganizationsParticipation

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

Event Attendance Referrals Secondary

Impact

VA Even t@Facility 300 2 Article inPaper

16VAResidents

Pictures withSanta 35 0 Put onFacebook

BPScreen@Sr.Ctr 50 2 Sr. CenterNewsletter

ReferralsfromKWH

Health Fairs N/A

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product Consumer

Professionals Media

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product

Improve Services

AddServices

ImproveAdmissionsProcesses

Pricing&ManagedCareContracts

CriteriaforAdmission

Community

On‐SiteSpecialEvents

Off‐SiteSpecialEvents

HealthFairs

CharitableEfforts

OrganizationParticipation

Professionals

ExpandExisting ReferralSources

DevelopNewReferralSources

Education

CustomerService

StrategicRelationships

ACO&BundledPaymentProgram

Participation

Media

Website

Social Media

Advertising

PublicRelations

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product/Improve Services

QualityofCare(BestforPatients

5‐StarRating,Resident

Satisfaction

Cleanliness,Landscaping

PaintandInteriorDecorations

Renovations

Product/AddServices

VentUnits

MemoryCareNeighborhoods

OutpatientRehabilitation

AdvancedRespiratoryProgram

PartnershipswithHospitals&Other

Providers

PalliativeCareProgram

Product/ImproveProcesses

ImproveTAT

ImproveCriteriaforAdmission

ReduceInformationRequested

ImproveCommunication

ReducedRoomReadinessTAT

ImproveMedicalPaperworkProcesses

ChangeApplicationProcesses

Product/Pricing&Managed

CareContracts

Addmanagedcarecontracts

AdjustPricing

CareLevelandMedication

AdministrationPricingAdjustments

Incentives

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Consumer/NeedBasedEvents

On‐Site

VAPrograms

Parkinson’s

Alzheimer’sVirtualReality

Orthopedic

Cardiology

Consumer/NeedBasedEvents

Off‐Site

HealthScreenings

HealthFairs

Consumer/SoftEvents

On‐Site

PictureswithSanta

HolidayEvents

FamilyDinner

LunchonUs

VeteransDayEvent

CharityEvents

Consumer/SoftEvents

Off‐Site

Bingo@Sr.Center

CharityEvents

Chamber,Rotary

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

360Relationship

NeedBased

Relationship

Resource

Relationship

Strategic

Relationship

Personal

Relationship

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Professional/NeedBased

QualityCareforPatients

CustomerService

TAT,Communication

OvercomeChallenges

Education

ContinuingEducation(CEU)

Professional/Resource

Assistancewithchallengeswhen

youdonotbenefit

ArticlesofProfessionalInterest

InvitationstoNetworkingEvents

Professional/Strategic

MedicalDirectorship/AttendingRelationship

MeetinganExtraordinaryNeed/Program

DevelopmentorServiceEnhancement

DevelopNewBusiness

JointVentures

StrategicPartnership

Co‐BrandedProductsDevelopment

ACO&BundledPaymentParticipation

Post‐AcuteNetworkParticipation

Professional/Personal

ThankYous($300Annually)

NetworkingEvents

OpenHouses

HappyHours

CharityEvents

CoffeeontheGo

DinnerontheGo

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Media/Traditional

PaidSourceofInformationfor

ConsumersAboutYourProduct

Print

Radio

TV

DirectMail

SupportSpecialEvents

Media/PR

FreeSourceofInformationfor

ConsumersAboutYourProduct

SupportSpecialEvents

SupportCharitableEfforts

Pictures

Media/Website&SocialMedia

On‐lineSourceofInformationforConsumers

AboutYou rProduct

DevelopWebsite

CreateContentandVideoforWebsite

BlogMonthly(websiteandFacebook)

EncourageOn‐LineReviews

RespondtoNegativeReviews

UpdateMonthly

CreateFacebookPage

UpdateRegularly

Media/MarketingTools

MainBrochures

BrochuresforSpecialtyPrograms

(MemoryCare)

InsuranceCardList

PhysicianList

Room Layouts

PricingSheets

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends



CreateGoalsandObjectives



IDcompetitivepositioninthemarketplace



Reviewpreviousmarketingstrategies



IDStrategiesandTactics



CreateActionPlan

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

FormatofStrategicMarketingPlan



Goal



Objectives



Strategies



Tactics

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanElements



Goal:

It’sanumber!AMeasurableandspecificmilestonethatdefines

ultimatetoplinesuccess.



Objectives:

NUMBERS!Measurableandspecificmilestonesthatwhenmet

shouldgetyoutoyourgoal/s.3to5Objectivesinaplan!



Strategies:

Broadstatementsofactivitythatarticulatetheapproachyour

organizationwilltaketoachieveitsobjectives.



Tactics:

Specificactionsthatwhencompletedwillresultinyourealizing

yourstrategiesandachievingyourobjectives:



TimeFrameforCompletion



Someoneresponsibleforcompletingit(NOTTHETEAM)

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Strategies/SNFCaseStudy

IncreaseReferralsfromExistingHospitalReferralSourcesthroughEducationAboutRCC’s

CompetitiveAdvantages.

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughParticipationin

AccountableCareOrganizationsandBundledPaymentPrograms

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughImprovementin

AdmissionsProcessesandCriteriaforAdmissions

DevelopAssistedLiving,AdultDayHealthCare,HomeHealthandHospiceReferralSources

DevelopandImplementAdvertisingCampaign

DevelopandImplementInternetStrategy

DevelopandImplementPublicRelationsCampaign

DevelopandImplementSpecialEventCampaign

TrainandCoachTeamtoMaximizeEffectiveness

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Strategies/ALFCaseStudy

DevelopHospital,SNF,HomeCare,HospiceandPCPreferralsources.

DevelopandImplementAdvertisingCampaign

DevelopandImplementInternetStrategy

DevelopandImplementPublicRelationsCampaign

DevelopandImplementSpecialEventCampaign

TrainandCoachDirectorofCommunityRelationsandEDtoMaximize

Effectiveness

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Strategies/MemoryCare(NP)CaseStudy

Developmarketingsupporttools

Educateexistingreferralsourcesaboutnewprogram

Developnewreferralsourcesinthebehavioral/psychmarket

Developnewreferralsourcesinthesnf,alf,homecaremarket

Developcommunitybasedtacticstopromotenewprogram

TrainandCoachMarketingDirectorandAdministratortoMaximize

Effectiveness

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/SNFCaseStudy

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughEducationabout

RCC’sCompetitiveAdvantage

ParticipateinVendorFairsinAppropriateHospitals

ScheduleIn‐ServicesatAppropriateHospitals

DistributeNewCollateralMaterialstoCaseManager

ScheduleIn‐ServiceswithHospitalistsGroups

HostVIPOpenHouse

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughParticipationin

AccountableCareOrganizationsandBundledPaymentPrograms

MeetwithSeniorLeadershiptoDiscussACOParticipation

CoordinateMonthly/QuarterlyParticipationinPost‐AcuteNetworkParticipation

CoordinateMonthly/QuarterlyMeetingsatFacilitieswithACOTeam

ProviderequestedmetricsforACOParticipation

IdentifyandMakeAppropriateServicesChangestoMeetACORequirements

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/SNFCaseStudy

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughImprovementin

AdmissionsProcessesandCriteriaforAdmissions

Begin7‐dayperweekadmissions

Expandcriteriaofadmissionstoreducedeclines

ExpandexternalcasemanagersdecisionmakingcapabilitiestoimproveTAT

Createanddistributecollateralmaterialstocasemanagerswithnewcriteriaforadmissionandinsurance

contracts

Credentialcasemanagersinallhospitals

DevelopAssistedLiving,AdultDayHealthCare,HomeHealthandHospiceReferralSources

Createlistoftargets

Schedulein‐serviceswithExecutiveDirector,DONandotherteammembersintargets

Createnetworkingeventshostedatfacilities

DevelopandImplementAdvertisingCampaign

Obtainpricingforvariousprintandradio

CreateandPlaceAds

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/SNFCaseStudy

DevelopandImplementInternetStrategy

Updatewebsite

CreateFacebookPage

Updateminimallymonthly

DevelopandImplementPublicRelationsCampaign

Createtopicsforpressreleasesandadvertorials

Createandimplementplacementschedule

DevelopandImplementSpecialEventCampaign

CardiologyEducationEventforProfessionals

EducationalEvent@LocalSeniorCenters

NetworkingEventsHostedatFacility

SchoolChildrenEvent@Facility

SummerConcertProgram@Facility

CommunityFallFestivalParticipation

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/Structure

Tactic:ThanksgivingEvent@Facilities

ResponsiblePerson:ActivitiesandMarketingTeam

CompletionDate:November

Cost:2016:$200to$4002017:$200to$4002018:$200to$400

Tactic:MeetwithSeniorLeadershipatRWJUH

ResponsiblePerson:Administrators

CompletionDate:June30,2016

Cost:2016:$0

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/MemoryCare(NP)CaseStudy

Developmarketingsupporttools

ActionItems: ResponsibleP. TDC

Createbrochure Luke/Karen/BP 4/1/2015

Updatewebsite Luke/Karen/Taylor 4/1/2015

CreatePostcardsDirectMailLuke 3/15/2015

CreateAdsforPlacementinNewspaper Luke 3/15/2015

PlaceAds Taylor Asappropriate

SendoutDirectMailPiece Terri/Taylor Asappropriate

Uniforms Karen 4/1/2015

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics

/MemoryCare(NP)CaseStudy

Educatingexistingreferralsourcesaboutnewprogram

Targets:Kingwood,Conroe,Livingston,Solara,ICON,Healthsouth,Methodist,

St.Luke’sWoodlands,MemorialHermann(Humble,KW,WL),VA,HomeCare

andHospices

ActionItems: ResponsibleP. TDC

Distributebrochuretoallcasemgt/swdept. Terri 4/1/2015

In‐servicealltargetsthatwillscheduleone. Terri /Karen 4/ 30/2015

Educatecasemanagersduringfollowupon Terri Ongoing

Referralsandhospitalizedresidents

D.CEUprogramsforallcasemgt/swdept. Terri Ongoing

Thatwillscheduleit

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics

/MemoryCare(NP)CaseStudy

Developnewreferralsourcesinthebehavioral/psychmarket

Targets:Seeattachedlists

ActionItems: ResponsibleP. TDC

Distributebrochuretoallcasemgt/swdept. Terri 4/1/2015

In‐servicealltargetsthatwillscheduleone.Terri/Karen 4/30/2015

CEUprogramsforallcasemgt/swdept.Terri 5/30/2015

Developnewreferralsourcesinthesnf,alf,homecaremarket

Distributebrochuretoallcasemgt/swdept. Terri 4/1/2015

In‐servicealltargetsthatwillscheduleone. Terri /Karen 4/ 30/2015

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics

/MemoryCare(NP)CaseStudy

Developcommunitybasedtacticstopromotenewprogram

ActionItems: ResponsibleP. TD C

OpenHouse Terri/Karen/team 5/15/2015

EducationalProgramsatSeniorCenter Terri/Karen 4/1/2015

EducationalProgramsatSeniorHighRise Terri 4/1/2015

PressRelease Luke 4/1/2015

EducationaleventwithDr.BramsatCHCC Terri/Karen 5/30/2015

Createadstosupportabove Luke Asneeded

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanFormat



MarketingPlanscreatedtobeexecutedinaquarter(3months)



ExcelSpreadSheetforGoals&Objectives



Tacticsareorganizedbystrategyandincludethefollowing:



Actionitemtobecompleted



RP:ResponsiblePersonwhowillcompletetheactionitem



TDC:TargetedDateofCompletionfortheactionitem



ADC:ActualDateofCompletionwhenactionitemiscompleted



Notes:Informationtheteamneedstoknowaboutthecompletionofanaction

item.



Tocompletethemarketingplanameetingshouldbeheldwiththeappropriate

salesandmarketing&operations/clinicalteammemberstocreatetheplan



Createplanwithinputandbuyinfromallteammembers

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanCreationFormat



MarketingPlanscreatedtobeexecutedinaquarter(3months)



ExcelSpreadSheetforGoals&Objectives



Tacticsareorganizedbystrategyandincludethefollowing:



Actionitemtobecompleted



RP:ResponsiblePersonwhowillcompletetheactionitem



TDC:TargetedDateofCompletionfortheactionitem



ADC:ActualDateofCompletionwhenactionitemiscompleted



Notes:Informationtheteamneedstoknowaboutthecompletionofanaction

item.



Tocompletethemarketingplanameetingshouldbeheldwiththeappropriate

salesandmarketing&operations/clinicalteammemberstocreatetheplan



Createplanwithinputandbuyinfromallteammembers

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanExecution&AccountabilityBestPractices

Quarterly CreatethePlan

Weekly ScheduleActionItems&Review

Monthly ReviewPlan

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanExecution&AccountabilityBestPractices



Schedule&Reviewmarketingplantacticsweeklytoensuretheyarebeing

completed‐ 30minutemeeting



InputdatecompletedinADCcolumnandinsertnotesinnotecolumn(we

calltheseaccountabilitycolumns)



Endofthe1st&2ndmonthsofplanhaveformalmarketingplanreview

meetingwithentireteam(1hourmeeting).Review:



Resultsfrommarketingplanexecution



Metrics(census,admissions,referrals,conversionratesetc.)andcomparetogoalsand

objectives



Eliminatewhatdoesn’tappeartowork(oradjustexecutiontoseeifyougetbetterresults)



Addmoretacticsofwhatdoeswork



Endof3rdmonthcreatenewplanandcelebrateyoursuccess

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Conclusions



AMarketingPlanisanoutlinewhichdescribeshowyourorganization

isgoingtomeetitscensusgoals



Agoodmarketingplanhasthefollowing4elements:



Goal:Onespecific&measurablenumberwhichdefinestoplinesuccess



Objectives:3to5specific&measurablenumberswhichwhenachieved

willenableyourorganizationtoreachitsgoal



Strategies:Broadstatementswhichdefinehowyourorganizationwill

achieveitsobjectives



Tactics/ActionSteps:Specificactions,accomplishedinaspecifictime

framebyadesignatedteammember



Itisorganizedtobeachievedinquarterly(3month)stages

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

ContactInformation

LukeFannon

POBox543Unionville,PA19375

866‐925‐4238

484‐429‐5846

lukefannon@pctmarketing.com

Callforafreeconsultationorifyouwanttoaskmeanyquestions!

Ourservicesinclude:Salesandmarketingtraining,coaching,strategicmarketing

plandevelopment,strategicconsultingservices

AllofourprogramsareapprovedbyNABforLNHAand

CALAAdministratorCEUs.

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Developing and Executing a Strategic Marketing Plan PDF Free Download

Developing and Executing a Strategic Marketing Plan PDF free Download. Think more deeply and widely.

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11/30/2016

DevelopingandExecutinga



StrategicMarketingPlan

Allrightsreserved

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

DisclosureofCommercialInterests

PremierCoachingandTraining,Inc.has/hadconsultingcontractswiththe

followingorganizations:

HealthCareAdvisoryServices,LLC Transcon Builders LW‐Consulting

HealthServicesManagementTexas,LLC GeerSeniorLiving RiversideHealthSystem

LutherWoodsNursingandRehabilitationCenter SteubenCountyHealthCareCenter

AvonHealthCareCenter Wilmac Corporation MiddlesexCountyDevelopmentAuthority

WestHartfordHealthCareCenter RegionalGroup CareCenterofHonolulu

GenesisEverydayLIFEProgram AdornoMobility

PresbyterianSeniorLiving(Pa) GriswoldSpecialCare(Corporate)

PresbyterianLIFEProgram GriswoldSpecialCareWilmington

Diakon LutheranServices(PA) MMG

Diakon Hospice TheAnderson

LibertyHealthCare BartleyHealthCare

LibertyHomeCare Ruxton Healthcare

AutumnCare DeaconessLong‐TermCare

JuniperSeniorLiving SeniorCareCentersofAmerica

PineRunVillage CornwallManor

FriendshipVillage Artman Home

MeridianHealthSystemHomeCareRockvilleNursingHome

MercyHealthSystemLIFEProgram LutheranServicesoftheCarolinas

TheHickman Studymonkey,Inc.

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Introduction

LukeFannon

Experience



25+YearsofHealthcareSalesandMarketingExperience



20+YearsofIncreasingReferralsandLeadsinSenior

CareIndustry



15+YearsofSeniorLeadershipExperience



StartedIndependentConsultingFirmin2005

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Results



$500Mil.inRevenueand70Communities:AL,SNF,CCRC

NumerousAwards–President’sandChairman’sClub



Inc.Magazine’s14

FastestGrowingPrivatelyHeldCo.



Clientsandemployersalikehaveexperiencedoubleandtriple

digitrevenueandprofitabilitygrowth.



OurclientsincludeAcute&SubAcuteRehab,Outpatient

Rehab/CORF’s,HomeCare,AdultDayHealthCare,Assisted

Living,DMEandPharmaceutical

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

GroupDiscussion

Whatdoyouwanttogetoutourtimetogether?

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

ProgramGoal



CreateaStrategicMarketingPlantoHelpYouGrow

Census!

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

ProgramObjectives



ProcessofCreatingaStrategicMarketingPlan



Whatinformationdoyouneed



Process



Identifyingtherightmarketingstrategies,tacticsandtargetsbasedonyour

market



SetRealisticObjectivesforReferralsandAdmissionsBased

onCensusTargets



IDSuccessfulStrategiesandTactics



MonitorPlan’sExecutionandTrackProgress

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

“Ifyoufailtoplan,youareplanningtofail.”

BenjaminFranklin

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

WhatisaMarketingPlan?

SusanWardinwww.about.com:

“Amarketingplan outlinesthespecificactionsyou

intendtocarryouttointerestpotentialcustomersand

clientsinyourproductand/orserviceandpersuade

themtobuytheproductand/orservicesyouoffer.”

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product Consumer

Professionals Media

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Patientor

Elderly

Consumer

Family

Caregivers

Friends

Social

Workers/Case

Managers

Physicians

Nurses

Aides

AncillaryHC

Pros.

Media

Community

Whoareyourcustomers?

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Patient

Elderly

Consumer

ALF

ADC

SRCENTERS

LTAC

AcuteRehab

Hospitals MDOFFICES

DIALYSIS

CENTERS

ADVOCACY

ORGANIZATIONS

OPTREHAB

HOME

COMMUNITY

CLUBS

Whereareyourcustomers?

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

PlanningtoCreateaMarketingPlan?



Metricsfromlast2years(pref)/lastquarter(min)



Listofallprofessionalreferralsources



Listofallsourcesofreferrals(otherthanprofessionals)



Listofpreviouslyexecuted(pastyear)marketingstrategiesandtactics



Listofcommunityandotherorganizations



Listofcompetitors,strengths&weaknesses



Listofyourstrengths&weaknesses

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends



CreateGoalsandObjectives



IDcompetitivepositioninthemarketplace



Reviewpreviousmarketingstrategies



IDStrategiesandTactics



CreateActionPlan

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

SNF ALF

Admissions MoveIns

DischargesMoveOuts

Referrals Referrals

ConversionRate=Admissions/Referrals MoveIns/Referrals

Declines Tours/Referrals

LostLeads MoveIns/Tours

Utilization–LOS

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

Metricsareacriticalmanagementtoolproviding

leadershiptheabilityto:

Objectivelyevaluatesalesandmarketingteamandotherteammember

performance.

Identifyopportunitiestoimproveperformanceandincreasecensus.

Makestrategicandtacticalmarketingdecisionsbasedonobjective

informationpresented.

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

Admissions/Discharge(Movein/MoveOut)Differential



Admissions>DischargesCensus



Admissions=DischargesCensus



Admissions<DischargesCensus

AdmissionsareaFactorofTwoMetrics



Total ReferralsReceivedxConversionRatio

ConversionRatio



Admission÷ Referrals



DeclineRatio=Declines/Referral



LostLeadRatio=LostLead/Referral



AcceptanceRatio=Admissions/AcceptedReferrals

Utilization



LOS‐ LengthofStay

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

ReferralMetrics



ReferralTrendsareanindicatorofthesuccessorfailureofmarketingplanstrategiesand

tactics.Whatworks&whatdoesn’t!



Overall



Trendofqualifiedreferralsvs.unqualifiedreferrals



Ahighpercentageofunqualifiedleadssuggeststhatyouneedtoimproveyourcommunicationto

referralsourcesandchangeyourmessaginginadvertising,publicrelationsandspecialevents.



Trendofreferralchannels:Professionals,Advertising/PRandSpecialEvents‐ 3major

channelsofreferrals.



Trendofindividualreferralsources.

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends

ConversionRatio



OveralleffectivenessyourProcess ofConvertingReferralsintoAdmissions



IndicatoroftheeffectivenessoftheSkills youradmissionssalesand

marketingteamsemployduringtheprocess



PotentiallyindicatorofyourReputation



PotentiallyanindicatorofyourabilitytoMeettheNeedsofYourCustomers

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Setgoalsandobjectives(SNF)



CurrentAverageDailyCensusforPreviousQuarter

Overall

Skilled



CensusGoals(eitherbudgetedorother)



AverageAdmissions/MonthPreviousQuarter



AverageDischarges/MonthPreviousQuarter



ConversionRate/MonthPreviousQuarter



LOS(SNFonly)

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Setgoalsandobjectives(ALF)



CurrentAverageDailyCensusforPreviousQuarter



CensusGoals(eitherbudgetedorother)



AverageMove‐Ins/MonthPreviousQuarter



AverageMove‐Outs/MonthPreviousQuarter



ConversionRate/MonthPreviousQuarter

Tour/ReferralRatePreviousQuarter

Move‐In/TourRation

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket



PhysicalPlantandLocation



ProgramsandServices



Reputation



FeedbackfromReferralSources(onyourfacility/competitors)



Contracts



5‐StarRating



ResidentSatisfaction



Pricing



MarketingTools

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket

QualitativeAssessment



ReferralProcess:Nursingandadmissionsandmarketingteamcomparedfavorably

withtypicalfacilitiesinthemarketfortheireffortsonbehalfofthecasemanagers

andtheirpatients.



ReferralProcess:(Client)didnotcomparefavorabletotypicalfacilitiesthey

workedwithbecausetheyarefrequentlyclosedMondaythroughFridayforpublic

holidays(MLKDay,FridayafterThanksgivingandothersholidays)whenallof

theircompetitorsareopen.



BedavailabilitydeclineswerementionedasanissueovertheChristmasholidays

thatothercompetitorsdidnotexperience.



Mostcompetitorsaregoingto7‐dayperweekadmissionsprocessestomeettheir

needsvs.Client’spolicyisthatweekendadmissionsmustbesetupbyFriday.



CO(acompetitor)wasspecificallymentionedasmorewillingtoacceptclinically

complexpatientsthatclientdeclines.

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket

QualitativeAssessment



Reputationisverygoodandcasemanagersreportfew(ifany)

complaintsfrompatientsreturningtohospitalfromfacility



Hospitalreferralsourcesreporttheywouldliketoseeclientaccept

freshtrachsanddialysispatients

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



EvaluateCompetitivePositioninMarket

CompetitivenessRating

Facility

5StarOverallWebsite

Social

Media Brochures

Physical

Plant Location Overall

Client Facility 430 2 312.2

RC 543 3 544.0

GL 124 4 132.5

SH420 3 222.2

EB 344 4 333.5

PB 231 1 311.8

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

ReferralSources

NeedBased



QualityCareforPatients



CustomerService



Education



VendorFairs



In‐services



CEUs



DistributionofCollateralMaterials



NewProgramsandServices

Strategic



CEOMeeting



DepartmentHeadMeetings



ProgramDevelopment

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

ReferralSources

Resource



Informationandresourcesevenifyoudon’tbenefitbyreceivingaspecific

referral/admission

Personal



NetworkingEvents



OpenHouses



ThankyouforReferrals

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

ReferralSource 2YearRef.

Trend

EducationOps StrategicOps

Hospital1‐5.6% In‐service

DistributeMaterials

Hospital2+2.5% CEUs

Vendor Fairs

DistributeMaterials

Dr.1 Referrals havedisappeared Distribute Materials FormerMedicalDirector

Dr. 2 10%Increase LunchIn‐services

DistributeMaterials

Attending

HomeCare+3% In‐service

DistributeMaterials

CEUs

Hospice ‐3% ? ?

ALF 5% In‐service VirtualCCRC

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

IDNewReferralSources



ClientHonolulu,HI

5ReferringHospitals 1Admit/YearfromGroupHomes

7HospitalsNoRelationships 13GroupHomesinHonolulu

5admits/mo.from“home” 16ALF’s

Wheredotheycomefrom?NoIdea! NoRelationship

17HomeCareAgencies 19PCP’s

1SpecializesinRespiratoryPrograms NoRelationships

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

Media



Print,Radio,TV,DirectMail



OrganizationSupport



PublicRelations



Website



FacebookandothersocialMedia

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

MediaTactic Deployed Message Referrals/Mo

Website Yes 2

Facebook Yes 0

Radio Yes

MemoryCare,Regular

ALF,Nutrition,

Medications

Print Yes

MemoryCare,Regular

ALF,Nutrition,

Medications

PR No

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

Consumer



On‐SiteSpecialEvents



Off‐SiteSpecialEvents



HealthFairs



CharitableEfforts



ProfessionalOrganizationsParticipation

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



ReviewMarketingStrategiesandTactics

Event Attendance Referrals Secondary

Impact

VA Even t@Facility 300 2 Article inPaper

16VAResidents

Pictures withSanta 35 0 Put onFacebook

BPScreen@Sr.Ctr 50 2 Sr. CenterNewsletter

ReferralsfromKWH

Health Fairs N/A

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product Consumer

Professionals Media

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product

Improve Services

AddServices

ImproveAdmissionsProcesses

Pricing&ManagedCareContracts

CriteriaforAdmission

Community

On‐SiteSpecialEvents

Off‐SiteSpecialEvents

HealthFairs

CharitableEfforts

OrganizationParticipation

Professionals

ExpandExisting ReferralSources

DevelopNewReferralSources

Education

CustomerService

StrategicRelationships

ACO&BundledPaymentProgram

Participation

Media

Website

Social Media

Advertising

PublicRelations

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Product/Improve Services

QualityofCare(BestforPatients

5‐StarRating,Resident

Satisfaction

Cleanliness,Landscaping

PaintandInteriorDecorations

Renovations

Product/AddServices

VentUnits

MemoryCareNeighborhoods

OutpatientRehabilitation

AdvancedRespiratoryProgram

PartnershipswithHospitals&Other

Providers

PalliativeCareProgram

Product/ImproveProcesses

ImproveTAT

ImproveCriteriaforAdmission

ReduceInformationRequested

ImproveCommunication

ReducedRoomReadinessTAT

ImproveMedicalPaperworkProcesses

ChangeApplicationProcesses

Product/Pricing&Managed

CareContracts

Addmanagedcarecontracts

AdjustPricing

CareLevelandMedication

AdministrationPricingAdjustments

Incentives

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Consumer/NeedBasedEvents

On‐Site

VAPrograms

Parkinson’s

Alzheimer’sVirtualReality

Orthopedic

Cardiology

Consumer/NeedBasedEvents

Off‐Site

HealthScreenings

HealthFairs

Consumer/SoftEvents

On‐Site

PictureswithSanta

HolidayEvents

FamilyDinner

LunchonUs

VeteransDayEvent

CharityEvents

Consumer/SoftEvents

Off‐Site

Bingo@Sr.Center

CharityEvents

Chamber,Rotary

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

360Relationship

NeedBased

Relationship

Resource

Relationship

Strategic

Relationship

Personal

Relationship

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Professional/NeedBased

QualityCareforPatients

CustomerService

TAT,Communication

OvercomeChallenges

Education

ContinuingEducation(CEU)

Professional/Resource

Assistancewithchallengeswhen

youdonotbenefit

ArticlesofProfessionalInterest

InvitationstoNetworkingEvents

Professional/Strategic

MedicalDirectorship/AttendingRelationship

MeetinganExtraordinaryNeed/Program

DevelopmentorServiceEnhancement

DevelopNewBusiness

JointVentures

StrategicPartnership

Co‐BrandedProductsDevelopment

ACO&BundledPaymentParticipation

Post‐AcuteNetworkParticipation

Professional/Personal

ThankYous($300Annually)

NetworkingEvents

OpenHouses

HappyHours

CharityEvents

CoffeeontheGo

DinnerontheGo

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

What‘Actions’ShouldWeChose?

Media/Traditional

PaidSourceofInformationfor

ConsumersAboutYourProduct

Print

Radio

TV

DirectMail

SupportSpecialEvents

Media/PR

FreeSourceofInformationfor

ConsumersAboutYourProduct

SupportSpecialEvents

SupportCharitableEfforts

Pictures

Media/Website&SocialMedia

On‐lineSourceofInformationforConsumers

AboutYou rProduct

DevelopWebsite

CreateContentandVideoforWebsite

BlogMonthly(websiteandFacebook)

EncourageOn‐LineReviews

RespondtoNegativeReviews

UpdateMonthly

CreateFacebookPage

UpdateRegularly

Media/MarketingTools

MainBrochures

BrochuresforSpecialtyPrograms

(MemoryCare)

InsuranceCardList

PhysicianList

Room Layouts

PricingSheets

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Process



Analyzemetricsandreferraltrends



CreateGoalsandObjectives



IDcompetitivepositioninthemarketplace



Reviewpreviousmarketingstrategies



IDStrategiesandTactics



CreateActionPlan

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

FormatofStrategicMarketingPlan



Goal



Objectives



Strategies



Tactics

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanElements



Goal:

It’sanumber!AMeasurableandspecificmilestonethatdefines

ultimatetoplinesuccess.



Objectives:

NUMBERS!Measurableandspecificmilestonesthatwhenmet

shouldgetyoutoyourgoal/s.3to5Objectivesinaplan!



Strategies:

Broadstatementsofactivitythatarticulatetheapproachyour

organizationwilltaketoachieveitsobjectives.



Tactics:

Specificactionsthatwhencompletedwillresultinyourealizing

yourstrategiesandachievingyourobjectives:



TimeFrameforCompletion



Someoneresponsibleforcompletingit(NOTTHETEAM)

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Strategies/SNFCaseStudy

IncreaseReferralsfromExistingHospitalReferralSourcesthroughEducationAboutRCC’s

CompetitiveAdvantages.

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughParticipationin

AccountableCareOrganizationsandBundledPaymentPrograms

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughImprovementin

AdmissionsProcessesandCriteriaforAdmissions

DevelopAssistedLiving,AdultDayHealthCare,HomeHealthandHospiceReferralSources

DevelopandImplementAdvertisingCampaign

DevelopandImplementInternetStrategy

DevelopandImplementPublicRelationsCampaign

DevelopandImplementSpecialEventCampaign

TrainandCoachTeamtoMaximizeEffectiveness

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Strategies/ALFCaseStudy

DevelopHospital,SNF,HomeCare,HospiceandPCPreferralsources.

DevelopandImplementAdvertisingCampaign

DevelopandImplementInternetStrategy

DevelopandImplementPublicRelationsCampaign

DevelopandImplementSpecialEventCampaign

TrainandCoachDirectorofCommunityRelationsandEDtoMaximize

Effectiveness

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Strategies/MemoryCare(NP)CaseStudy

Developmarketingsupporttools

Educateexistingreferralsourcesaboutnewprogram

Developnewreferralsourcesinthebehavioral/psychmarket

Developnewreferralsourcesinthesnf,alf,homecaremarket

Developcommunitybasedtacticstopromotenewprogram

TrainandCoachMarketingDirectorandAdministratortoMaximize

Effectiveness

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/SNFCaseStudy

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughEducationabout

RCC’sCompetitiveAdvantage

ParticipateinVendorFairsinAppropriateHospitals

ScheduleIn‐ServicesatAppropriateHospitals

DistributeNewCollateralMaterialstoCaseManager

ScheduleIn‐ServiceswithHospitalistsGroups

HostVIPOpenHouse

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughParticipationin

AccountableCareOrganizationsandBundledPaymentPrograms

MeetwithSeniorLeadershiptoDiscussACOParticipation

CoordinateMonthly/QuarterlyParticipationinPost‐AcuteNetworkParticipation

CoordinateMonthly/QuarterlyMeetingsatFacilitieswithACOTeam

ProviderequestedmetricsforACOParticipation

IdentifyandMakeAppropriateServicesChangestoMeetACORequirements

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/SNFCaseStudy

IncreaseReferralsfromExistingHospitalReferralsSourcesthroughImprovementin

AdmissionsProcessesandCriteriaforAdmissions

Begin7‐dayperweekadmissions

Expandcriteriaofadmissionstoreducedeclines

ExpandexternalcasemanagersdecisionmakingcapabilitiestoimproveTAT

Createanddistributecollateralmaterialstocasemanagerswithnewcriteriaforadmissionandinsurance

contracts

Credentialcasemanagersinallhospitals

DevelopAssistedLiving,AdultDayHealthCare,HomeHealthandHospiceReferralSources

Createlistoftargets

Schedulein‐serviceswithExecutiveDirector,DONandotherteammembersintargets

Createnetworkingeventshostedatfacilities

DevelopandImplementAdvertisingCampaign

Obtainpricingforvariousprintandradio

CreateandPlaceAds

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/SNFCaseStudy

DevelopandImplementInternetStrategy

Updatewebsite

CreateFacebookPage

Updateminimallymonthly

DevelopandImplementPublicRelationsCampaign

Createtopicsforpressreleasesandadvertorials

Createandimplementplacementschedule

DevelopandImplementSpecialEventCampaign

CardiologyEducationEventforProfessionals

EducationalEvent@LocalSeniorCenters

NetworkingEventsHostedatFacility

SchoolChildrenEvent@Facility

SummerConcertProgram@Facility

CommunityFallFestivalParticipation

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/Structure

Tactic:ThanksgivingEvent@Facilities

ResponsiblePerson:ActivitiesandMarketingTeam

CompletionDate:November

Cost:2016:$200to$4002017:$200to$4002018:$200to$400

Tactic:MeetwithSeniorLeadershipatRWJUH

ResponsiblePerson:Administrators

CompletionDate:June30,2016

Cost:2016:$0

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics/MemoryCare(NP)CaseStudy

Developmarketingsupporttools

ActionItems: ResponsibleP. TDC

Createbrochure Luke/Karen/BP 4/1/2015

Updatewebsite Luke/Karen/Taylor 4/1/2015

CreatePostcardsDirectMailLuke 3/15/2015

CreateAdsforPlacementinNewspaper Luke 3/15/2015

PlaceAds Taylor Asappropriate

SendoutDirectMailPiece Terri/Taylor Asappropriate

Uniforms Karen 4/1/2015

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics

/MemoryCare(NP)CaseStudy

Educatingexistingreferralsourcesaboutnewprogram

Targets:Kingwood,Conroe,Livingston,Solara,ICON,Healthsouth,Methodist,

St.Luke’sWoodlands,MemorialHermann(Humble,KW,WL),VA,HomeCare

andHospices

ActionItems: ResponsibleP. TDC

Distributebrochuretoallcasemgt/swdept. Terri 4/1/2015

In‐servicealltargetsthatwillscheduleone. Terri /Karen 4/ 30/2015

Educatecasemanagersduringfollowupon Terri Ongoing

Referralsandhospitalizedresidents

D.CEUprogramsforallcasemgt/swdept. Terri Ongoing

Thatwillscheduleit

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics

/MemoryCare(NP)CaseStudy

Developnewreferralsourcesinthebehavioral/psychmarket

Targets:Seeattachedlists

ActionItems: ResponsibleP. TDC

Distributebrochuretoallcasemgt/swdept. Terri 4/1/2015

In‐servicealltargetsthatwillscheduleone.Terri/Karen 4/30/2015

CEUprogramsforallcasemgt/swdept.Terri 5/30/2015

Developnewreferralsourcesinthesnf,alf,homecaremarket

Distributebrochuretoallcasemgt/swdept. Terri 4/1/2015

In‐servicealltargetsthatwillscheduleone. Terri /Karen 4/ 30/2015

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Tactics

/MemoryCare(NP)CaseStudy

Developcommunitybasedtacticstopromotenewprogram

ActionItems: ResponsibleP. TD C

OpenHouse Terri/Karen/team 5/15/2015

EducationalProgramsatSeniorCenter Terri/Karen 4/1/2015

EducationalProgramsatSeniorHighRise Terri 4/1/2015

PressRelease Luke 4/1/2015

EducationaleventwithDr.BramsatCHCC Terri/Karen 5/30/2015

Createadstosupportabove Luke Asneeded

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanFormat



MarketingPlanscreatedtobeexecutedinaquarter(3months)



ExcelSpreadSheetforGoals&Objectives



Tacticsareorganizedbystrategyandincludethefollowing:



Actionitemtobecompleted



RP:ResponsiblePersonwhowillcompletetheactionitem



TDC:TargetedDateofCompletionfortheactionitem



ADC:ActualDateofCompletionwhenactionitemiscompleted



Notes:Informationtheteamneedstoknowaboutthecompletionofanaction

item.



Tocompletethemarketingplanameetingshouldbeheldwiththeappropriate

salesandmarketing&operations/clinicalteammemberstocreatetheplan



Createplanwithinputandbuyinfromallteammembers

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanCreationFormat



MarketingPlanscreatedtobeexecutedinaquarter(3months)



ExcelSpreadSheetforGoals&Objectives



Tacticsareorganizedbystrategyandincludethefollowing:



Actionitemtobecompleted



RP:ResponsiblePersonwhowillcompletetheactionitem



TDC:TargetedDateofCompletionfortheactionitem



ADC:ActualDateofCompletionwhenactionitemiscompleted



Notes:Informationtheteamneedstoknowaboutthecompletionofanaction

item.



Tocompletethemarketingplanameetingshouldbeheldwiththeappropriate

salesandmarketing&operations/clinicalteammemberstocreatetheplan



Createplanwithinputandbuyinfromallteammembers

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanExecution&AccountabilityBestPractices

Quarterly CreatethePlan

Weekly ScheduleActionItems&Review

Monthly ReviewPlan

11/30/2016

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

MarketingPlanExecution&AccountabilityBestPractices



Schedule&Reviewmarketingplantacticsweeklytoensuretheyarebeing

completed‐ 30minutemeeting



InputdatecompletedinADCcolumnandinsertnotesinnotecolumn(we

calltheseaccountabilitycolumns)



Endofthe1st&2ndmonthsofplanhaveformalmarketingplanreview

meetingwithentireteam(1hourmeeting).Review:



Resultsfrommarketingplanexecution



Metrics(census,admissions,referrals,conversionratesetc.)andcomparetogoalsand

objectives



Eliminatewhatdoesn’tappeartowork(oradjustexecutiontoseeifyougetbetterresults)



Addmoretacticsofwhatdoeswork



Endof3rdmonthcreatenewplanandcelebrateyoursuccess

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

Conclusions



AMarketingPlanisanoutlinewhichdescribeshowyourorganization

isgoingtomeetitscensusgoals



Agoodmarketingplanhasthefollowing4elements:



Goal:Onespecific&measurablenumberwhichdefinestoplinesuccess



Objectives:3to5specific&measurablenumberswhichwhenachieved

willenableyourorganizationtoreachitsgoal



Strategies:Broadstatementswhichdefinehowyourorganizationwill

achieveitsobjectives



Tactics/ActionSteps:Specificactions,accomplishedinaspecifictime

framebyadesignatedteammember



Itisorganizedtobeachievedinquarterly(3month)stages

CensusGrowth

DevelopingandExecutingaStrategicMarketingPlan

ContactInformation

LukeFannon

POBox543Unionville,PA19375

866‐925‐4238

484‐429‐5846

lukefannon@pctmarketing.com

Callforafreeconsultationorifyouwanttoaskmeanyquestions!

Ourservicesinclude:Salesandmarketingtraining,coaching,strategicmarketing

plandevelopment,strategicconsultingservices

AllofourprogramsareapprovedbyNABforLNHAand

CALAAdministratorCEUs.

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