Maximizing Enrollment: Marketing Strategies for Today’s ... · • Keep those thoughts in mind as...

Maximizing Enrollment:Marketing Strategies for Today’s

Adult Day Service Center

Guide to successfully marketing your adult day center

Alex NamethBA Social Work

Presented By:

Amanda Graham Sillars, MSW, LCSW

WARNING!

Information Overload Ahead!

Workshop will be recorded and available on you tube

Agenda

• Branding Your Business• All About Marketing• Relationship Building• Marketing Campaigns• Community Outreach• Business Partnering• Use of the internet• Maximizing

Reimbursements: • VA the Secret Gem

State/Fed Reimbursed100% Private

PayCombination

Planning

Starting Out

Over 20 years in Business

Medical Model

Social Model

Medical & Social

Centers Represented at this Training

What Do They All Have in Common?

Increasing Enrollments

First Things First

• Branding Your Business• Mission Statement• Value Proposition

Mission Statement Definition

A mission statement, is used to communicate the purpose of an organization Mission statements are normally short and simple statements which outline what the organization's purpose is and are related to the specific sector an organization operates in.

Mission Statement is not“We envision to synergistically leverage existing progressive catalysts for change so that we may endeavor to conveniently integrate excellent methods while promoting personal employee growth”

Mission StatementExamples:

• Spreading the Power of Optimism – Life is Good

• Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis–Patagonia

• To provide superior quality healthcare services that: patients recommend to family and friends, physicians prefer for their patients, purchasers select for their clients, employees are proud of and investors seek for long-term returns – Universal Health Services, Inc.

Mission StatementExamples -Good

• Our center makes it possible for people to continue to live in their homes and receive affordable care in a supportive, professionally staffed, community-based setting.

• Now – add what we learned and you have:

• Amazing Age is dedicated to providing a compassionate, community-based, facilitated senior center that promotes a positive place of purpose, filled with social stimulation.

Value PropositionDefinitionA statement of how your service will benefit your customer (and how you do it uniquely well).

• Answers how your center solves potential customer’s problems or improves their situation.

• Delivers specific benefits (quantified value)

• Tells the prospective customer why they should utilize your services, instead of another (SNF, Asst. living, homecare services)

Value Proposition• Multiple Value Propositions

• Adjust the message depending on who you are speaking with

• Doctors office• Senior center• Potential participants• Family members

• Make sure your benefits align with the people/organization you are talking to

• What is the benefit you are providing to your partner by offering your services?

On to Marketing!

Marketing Roadblocks:What Prevents you from Marketing?

• Don’t like to do marketing/Don’t like the idea of “marketing”

• Too busy • Not sure how to

market• Can’t afford the

associated costs• I didn’t see a return on

my investment the last time I tried marketing

• Out of ideas

Road Block 1:Don’t like Marketing

• Relationship vs. “Marketing”

• Helping/Supporting/ informing vs. “Selling”

Road Block 1:Don’t like Marketing

Who are you Not to Market?

Great Businesses Develop and Maintain Great Relationships Definition:

The way in which two or more

concepts, objects, or people are

connected, or the state of being

connected

Relationship

Relationship Building 2.0

Strategy of Preeminence – Jay Abraham• You must be viewed as

• The definitive expert• Trustworthy as an advisor and

council• This is accomplished through

• Exceeding expectation• Communicate frequently• Learn to listen• Bringing other value and

resources

Results ofBuilding Genuine Relationships

Others will “sell” your services for you through theirrelationships.

Marketing Campaigns:

• The Success of your center lies in the strength of your marketing.• The marketing campaign is multi-faceted and includes advertising,

information dissemination, public relations, promotions and sales. • Marketing is a process by which a product or service is introduced

and promoted to potential customers. • Marketing is not an “art, it is a science” (Although, relationship building may

be more of an art? Is this an okay statement Alex?)• Results are measurable and quantifiable

Marketing Campaigns:The “What” of Marketing

• Building a referral based business• Partnering with community & business professionals to grow our business!

Community Campaigns

• Promote Goodwill• Creating a positive rapport with the community

• Raise Awareness• Explain who you are and why you do it

• Change Attitudes• Set or setting the record straight

• Educate• Adding “real” value to the community

Types of Community Campaigns

2 Different Types• Education• Cause

Good News• One to Many marketing• Total cost – Little to Nothing!• Give you the opportunity to be seen as:

• The definitive expert• The trusted advisor and council

Education Campaign

Strengthen Your Mind – A Course for Memory Enhancement

Education Campaign

Strengthen Your Mind• Presented at Senior Centers• Senior Independent Communities

• Win for Center/Communities• Provides additional programming

• Win for You• Builds brand awareness• Identified as an expert• Easily repeated• Total Cost – Little to Nothing!

Cause Campaign

Raising money and/or obtaining services for people in the community in need

• Pick a local person or event• Pick a convenient day and time

• Pancake breakfast on Saturday morning• Solicit food from local grocer’s• Solicit help from health care partners

• Invite the Mayor, the Press, other local officials• Total Cost – Little to Nothing!

Business Partnering Campaigns

• Critical to your success• One to one marketing• They are selling when you aren’t there• They already have credibility in health care• Co-marketing opportunities• Collectively they keep the pipeline filled

Making Your First Call a Good One!

• Think about the last time someone called on you and you were impressed. Had they:

• Researched information about your center• Researched information about you• Prepared all their printed material ready to hand over• Took notes and listened• Prepared a plan on next steps

• Keep those thoughts in mind as you prepare for your visit to your referral partners

Referral Sources

• Identified 60+ sources within 10 mile radius• Facilities• Community Organizations • Places of Worship• Alzheimer’s Organization• Physician’s and Physician Groups• Hospitals• Industry Health Care Partners• Your own participants and their Caregivers• Social Media

Facilities

• Skilled nursing facilities• Assisted living• Assisted living with memory care• Memory care only (secure)• Senior independent living• Continuing care communities • Residential homes• Rehabilitation centers• Senior living communities (country club)• Other Adult Day Services facilities

Facilities

• Win for the facilities:• Many of your participants will need extended care• Families seek referrals from our center• Participant transition is easier after being at day center

• Win for the center:• They may have inquires from people that may not require nursing services now• Some in the facility may be able to use your services

Community Organizations

• Senior Centers• Civic Organizations

• Lions Club, Rotary Club, Kiwanis Club, Romeo

• Ladies organizations (will vary by location)• New Comers, Voyagers, Women’s Junior League

• Chamber of Commerce• Food Bank• Meals on Wheels• YMCA• Realtors• Community Based Support Groups

Community Organizations

• Win for the organization• Speaker/sponsor opportunities• Highly visible people in the community• Passionate about helping people

• Win for the center• Some members require more assistance than center can provide• Already serve the needs of the areas senior population

Places of Worship

• Jewish Family Services• Crisis response teams

• Steven Minister’s (Methodist and Presbyterian)

• Faith based day service programs• Benefits

• Education opportunities• Support groups• Faith based adult day service programs

Alzheimer’s Organization

• Local chapter• Conduct support groups (on premise)

• Open to the public

• Public speaking opportunities• Event sponsorship• Volunteer• Changing Gears• Annual Walk• Memory Café• Health Fair

Physician’s and Physician Groups

• Gerontologist• General Practitioner (GP) • Neurologist• Parkinson’s Specialists• Speech Therapists• Psychiatrists• Occupational and Physical Therapists

Hospitals

• Social workers• Discharge planners• Specialty behavioral facilities• Brain Trauma Rehab Centers• Teaching hospitals with focused “brain” study programs

Physicians & Hospitals

• Gerontologist/Neurologist• Your opportunity to educate the doctor

• Become trusted partner• Need referral center for patients

• Hospitals• Discharge planners (typically social workers)

• Focused on the welfare of their patients• Need referral center for discharged patients• Can help reduce patient re-admission

Industry Health Care Partners

• Geriatric Care Managers• Personal Care services• Home Health Care services• Senior Moving Assistance services• Hospice• Senior referral companies

(Place for Mom, etc)

• Area Agency on Aging

Health Care Partners

• Geriatric Care Managers• Specialize in the elderly• Refer to adult day centers• Well connected in the community

• Personal Care Services• Most clientele are elderly• Clients may need more socialization than offered through agency

Your Own Participants and Caregivers

• Your Best Resource• Most credible

resource • Arm them with

brochures• Teach them “what to

say”• Acknowledge their

referrals!• They are invested in

your success• Makes them feel a

part of your organization

Your Web Presence• Get a website• Take control of your website• Designing your website:

• Value Proposition• Easy Contact Info• Keep it simple• Update as needed• Blog

Social Media: Set-Up• Facebook• Twitter• Instagram/Pinterest• You Tube

Social Media:What to Post• Pictures• Articles

• Support• Information• Education

• Re-posts• NADSA posts

• Questions• Lovely things that

happened at the center• Events • Volunteering

opportunities

Forbes Article “100 Killer Ideas For Your Social Media Content “

Social Media:Posting Made Easy

• Posting scheduling services

• RSS Feedhttp://www.whatisrss.com/

Email Marketing Campaigns• Calendars• Promotions• Events

Things to remember when posting to social media

• Do not give out any PHI, or any information that would identify any of your participants, unless they have given written permission.

• Ensure that your staff have been informed of your center’s social media policies if they are posting to social media about your center (Make sure you have social media policies).

Reimbursement Streams

• Private Pay• Long Term Care Insurance• Government assistance

• Federal/Medicaid• State Specific programs

• Veterans Association

Reimbursement Streams

Veterans AssociationAdult Day Health Care – Extended CareTexas Requirements - either

1. Diagnosis of Catastrophic Illness• All forms of Dementia• Lou Gehrig's disease• Parkinson's disease

2. Service connected condition • Injury or illness as a result of military duty

• In contact with Agent Orange

Reimbursement Streams

Veterans Association• All income levels accepted

• Catastrophic illness overrides financial worth

• Time served• Does not have to occur during military conflict

• Requires honorable discharge• Any branch of the military

• Covered Costs• Daily facility fee – 7 days per week• Maybe a small co-pay, yet to be determined

Reimbursement Streams

Veterans Association• Center Requirements

• Currently licensed by the State as a ADC• Negotiate a “unique” contract with the VA

• Additional services required for attending Veterans• Monthly blood pressure checks• Height and weight checks• Monthly progress notes

• Reimbursement fee to center• Negotiated between center and VA

• This program is separate from • aid & attendance

Maximizing Enrollments:Multiple Ways• Understanding that not

marketing is a disservice to your community

• Recognize that good & authentic relationships are critical

• Understand the keys to branding and building your message

• Identify new referral sources• Embrace the role of social

media• Increase payor streams – VA

• Create a go-to-market marketing plan

“Failing to plan is planning to Fail”

Participants

Thanks for your time

• Questions?• Topics for future Webinars?

• How to reach us

• Amanda Sillars• 818.349.2026• AGS@totaladhc.com• www.totaladhc.com

• Alex Nameth• 972-679-1816• anameth@totalADHC.com