Mastering Home Care Marketing 101 PDF Free Download
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Mastering Home Care Marketing 101
1. Mastering Home Care Marketing 101
2. Mastering Home Care Marketing 201
3. Partner with 3rd Party Payer Sources
to Grow Your Business
4. Marketing with Specialty Programs
5. Advanced Home Care Marketing
Advance Your Knowledge
Class 1: Get Growing
╺Understanding the Power of Referrals
Class 2: Get Structured
╺For Success
Class 3: Get Systematized
╺For Accelerated Growth
Class 4: Get Caregivers
╺For Sustained Growth
Class 5: Get Started
╺Growth Action Plan
Mastering Home Care Marketing
101 –Series Overview
Tuesday at 11AM (CST)
Mastering
Home Care
Marketing
101
Class 1:
Get Growing
Understanding the
Power of Referrals
How the market is shifting and what it means for
home care providers.
Home care marketing principles
How to differentiate your business
The benefits of building multiple referral pipelines.
Best practices for building referral pipelines.
The power of having a dedicated marketer to help
you grow.
Class #1 -Learning Objectives
Participants will understand…
•27 years of sales and marketing experience
•Involved in one of the most successful
pharmaceutical product launches in global
history
•Creator and founder of the 52 Weeks
Marketing System
•Built $10.8M revenue private duty home care
organization in 10 years
•Using the 52 Weeks Marketing System
A Little Background On The
Speaker:
Debbie Miller
“
”
Home is the
New
Healthcare
Frontier!
▰According to the National Council on Aging, 80% of
adults over 65 have at least one chronic condition
╺68% have two or more
▰99% of Medicare spending is
on patients with chronic
conditions
Aging America
▰Difficulty with ADL’s
▰Higher rates of hospitalization
▰Higher health care spending then
those without chronic conditions
▰Major impact on family caregivers
▰More emergency room visits
Consequences of
Chronic Illnesses
▰There are 29 million ER visits by patients over 60-year-olds
•ER visits increase with age
Emergency Room Visits
on the Rise!
Rising Readmission Rates
•33% of people over 65 will readmit to the hospital within 30 days
•50% will readmit with 90 days
.. .
76% of readmissions are preventable!
(Van Walraven, 2011)
Hospital Rehab Home Repeat
•45 million family caregivers
•74% of caregivers work
•70% of caregivers say caregiving has
interfered with their job
Burden of Care
66% Of Caregivers used their own
retirement and savings funds to pay
for care for their loved one!
The aging population means there’s a
growing need for senior care –tip of the
iceberg
Increase in “Hospital to Home” programs
Congress is looking at new legislation to
support home-based programs
Payers looking for lower-cost solutions
37% of patients could bypass SNF if they
had support at home (CMS)
A Case for Home Care
▰Home care reaches beyond the scope of
hospitals, physicians, SNF, Home health
▰Home Care is structured to support patients at
home to improve outcomes, reduce
hospitalizations and readmissions
Home Care is Poised for Growth!
•Medication management
•Meal preparation & hydration
•Medical condition management
•ADL’s
•IADL’s
•Companionship, engagement
•Care management
•Monitoring
•Safety programs / products
•Stack care
Break
Through
COVID
Complacency!
Home Care Marketing
Principles
Clear objectives with strategies to attain goals
Understand your target audience - tactics
Differentiation and unique value proposition
Comprehensive online presence
Social media engagement
Strong educational content for online and
community marketing
Community engagement
Strong referral relationships
Consistent messaging & branding
What is Your Value
Proposition -Differentiation?
▰What do you do?
▰How do you help?
╺How do you address your target
audience’s pain points
What can you say about your
home care business
that no one else can say?
Who Will You Target?
People in need of care (Seniors)
Families looking for solutions to
support their loved one’s needs
Those who engage with seniors
in need and their families
1. Direct to Consumer Model
How Will You Reach Your
Target Audience?
Leads
Referrals
•Seniors in need of care
•Concerned families
•Those who engage with seniors and/or
families in need
•Influence Referrers
2. Business to Business Model
Don’t Have All Your
Eggs in One Basket!
Diverse Revenue Mix &
Several Referral Pipelines
Why Build Multiple
Referral Pipelines?
•Risk mitigation
•Market volatility
•Scalability
•Broader reach
•Reduced dependency
•Innovation and learning
•Resilience
Build Multiple Referral Pipelines
Clients
Direct to
Consumer
Lead
Providers
Gov’t &
Payers
Community
Referrers
Building Your
Referral Pipelines
Direct to Consumer
▰Google Search
▰SEO –Search Engine Optimization
▰Social Media
▰News Paper, Magazine, Radio, TV
1. Direct to Consumer
Best Practices –
Direct to Consumer
Well optimized website
Consider engagement software on your website that
allows for assessment scheduling
High converting key words
Local SEO -Use social media to build organic SEO
Encourage your team to post anything and everything
to social media to improve your SEO
Be strategic about what areas you want to grow
Determine best DTC tactics to reach your audience
Building Your
Referral Pipelines
Clients
▰Active clients
▰Previous clients
2. Clients:
▰Stay connected to current and past clients
╺Strong communication –check-in calls, sup. visits, etc.
╺Eblast, blog, newsletter, technology
▰Keep your clients satisfied!
╺Conduct satisfaction surveys –act on results
▰Be intentional about asking for referrals
╺Train your staff to ask for referrals
╺Offer service discount for referrals
╺Invite your clients to events –bring a friend
Client Referrals –
Best Practices
Building Your
Referral Pipelines
Lead Providers
▰Lead generation services
╺They do the heavy lifting
╺You capitalize on their huge DTC spend
▰A Place for Mom, AgingCare
Lead Providers
▰Develop partnerships with lead providers –negotiate fees
╺Get to know your local person
▰Respond quickly –have a system in place to respond
immediately to leads inside of outside of hours
▰Establish a tracking and follow-up system with many
touchpoints
╺Phone, Text, Email
▰Drip Campaign –stay connected until told to stop
Lead Providers –
Best Practices
Biggest Barrier to Care?
Building Your
Referral Pipelines
Government & 3rd Party Payer Sources
▰Veteran’s Affairs
╺Aid and Attendance
╺Community Care
▰Medicaid
▰Medicare Advantage
▰Worker’s Compensation, Organizations
▰Long Term Care Insurance
▰Home equity options
4. Government and
3rd Party Payer Sources
Plans Offering In-Home Supportive Services
Growth of In-Home Support Services
▰Connect with care managers who manage
members and make referrals –build relationships
with them
▰Become an expert in 3rd party payer sources
╺Tackle one payer at a time
╺Learn it inside and out
╺Create a marketing plan for each payer source
╺Who, What, When, How?
▰Promote your expertise –referrers and clients
looking for solutions to cost issue
Government and Payor
Programs – Best Practices
Building Your
Referral Pipelines
Community Based Referrers
•Hospitals
•Rehab Centers
•Home Health Companies
•Hospice Companies
•Independent Living
Communities
•Assisted / Memory Care
Communities
•Physicians
•Financial Advisors
Community Based Referrers
▰Those who engage with people in need and their families
Influence
Centers
Influence the Influencers / Referrers
Dominate at the Point of Need
?
80% of Revenue in Home Care
Best Practices
Marketing System
Reach Frequency
Consistency Accountability
Community Based
Referrals
❑Dedicated marketer
❑Database of referrers
❑Routing system
❑Strong marketing
materials & messaging
to support weekly
frequency
❑CRM / marketing
software for tracking
marketer activity -
ensuring accountability
❑Internal referral
management system
▰Infrastructure in place to answer calls and/or
respond to digital leads immediately
╺Follow-up should include texting
▰Strong salesperson who answers the phone
╺Friendly, caring, knowledgeable, focused
╺Goal is to schedule the assessment
▰Must have a tracking and follow-up system to
capitalize on every lead!
╺Review conversion rates monthly
Internal Referral / Lead
Management System
Conversion Rates –June / 23
67
48 42
49
13 9
0
10
20
30
40
50
60
70
80
Referrals Assessments Clients
Referrals Leads
71%
26%
87%
69%
Referral to Client
62%
Lead to Client
18%
51 New Clients
vs 9
▰Referral to Assessment >60%
▰Assessment to Client >80%
Conversion Goals:
▰Lead to Assessment >30%
▰Assessment to Client >70%
Conversion Rates –July / 23
Leads
0
10
20
30
40
50
60
Referrals Assessments Clients
June July
28% 69% 107%
Lead to Client
18%
Lead to Client
30%
26%
49 47
The picture can't be displayed.
“Dominate at the Point of Need” with a dedicated Salesperson”
Super Charge Your Growth
Care Manager
Sales / Marketer ROI
$137
$1,088
$1,854
$2,240
$3,986
$5,336
$7,047
$8,299 $8,310
$8,774
$10,524
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Marketer #4
Marketer #3
Marketer #2
Me
Get Growing!
Get Intentional
about Marketing
▰Get Structured for Success
╺Designing an organizational structure that fosters
growth and aligns to your marketing objectives
╺Strategies for attracting and hiring the ideal
marketing person
╺Setting goals and key performance indicators
╺Activity = Referrals: Holding your team
accountable to results
Next Week’s Class
Mastering Home Care Marketing 101
