Heart to Hearts Marketing Campaign

January 17–

February 29, 2016

VERSION 1/18/16 Note: a red underline indicates an inactive link; materials not yet available

Heart to Hearts Campaign Overview

A business development & lead

advancement campaign that

starts Healthy Weight Week and

through American Heart Month.

• Suggested campaign run dates:

week of Jan. 17 – Feb. 29

• Purpose: Spread awareness of your

community and position yourself as

a resource for senior care.

• The campaign will raise awareness of

heart disease risk and develop or

strengthen ties with referral sources

and prospects.

• Initiative focused on women 65+

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Use for business development, community outreach and lead advancement activities.

Heart to Hearts Campaign Timeline

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Suggested schedule, but may vary based on community:

1) Jan. 17-31: Community plans & schedules visits to existing

professionals and identifies any new potential professionals

2) Jan. 17-Feb. 29: Community contacts lead bank to share the

campaign educational materials and offer wellness check up

appointments* or heart healthy meal invitations

3) Feb. 1-29: Community visits professionals and local

organizations throughout the month to share the campaign

educational materials, obtain referrals and offer wellness check

up appointments* or heart healthy meal invitations

4) Feb. 8-10: Email blast to all professional referral sources and

lead banks (coordinated by home office marketing team)

5) Feb. 14-29: Host a prospect event

*Wellness check appointment availability must be discussed with your HWD or nurse.

Campaign Tactics Highlights

• E-blast– Education about heart disease and offer wellness check up appointments.

• Professional Visits / Community Outreach– Identify three or more professionals or local organizations and schedule a visit to discuss: – Brookdale is committed to raising awareness for heart disease

– Partner to educate senior women about their risks of heart health

– Obtain referrals who could benefit from a wellness up check*

• Prospect Events & Activities– 1:1 opportunities or events at the community to learn more about Brookdale

*At anytime throughout the campaign timeframe wellness check up appointments can be offered to prospects in your lead bank or those referred due to FFL, business development or community outreach. Appointment availability must be discussed with your HWD or community nurse.

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Identify Your Target Audience

Professionals & Community Outreach

• Exercise and nutrition are important to a healthy heart—plan on visiting

family practitioners, internal medicine physicians/geriatricians, nutritionists

and cardiologists. Tip! Use the Professional Relationship Profile (PRP) to plan a successful visit!

• Identify your highest volume healthcare referral sources in SMS (ask residents

who care for them in these categories to expand your network)

• Identify local organizations to partner with and educate their members

Prospects/Influencers

• Use your “Ranked Leads” list (a prioritization of your SMS leads found in My

Community Site on BSLnet in the Marketing/Sales folder for your community)

to briefly share the effort to raise awareness & offer a wellness check up appt.

• Use the FFL process to ask your current residents and families if they know

someone who could benefit a from a wellness check up.

Optional: Consider a home visit wellness check up with HOT prospects referred by a

professional or from your lead bank. Ensure you consult your HWD or nurse on availability.

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The Wellness Check Up Appointment

What is involved in a wellness check up?

• Wellness Checks Ups are appointment ONLY; approximate length is 20-30 minutes

• An appointment may include: Blood pressure and weight checks, medication review,

conversation about risk factors of heart disease including diet, exercise, smoking

cessation, etc. Additional resource: Heart Failure (HF) Clinical Guidelines

• Discussion around benefits Brookdale can offer to help reduce risk, i.e. nutritious

food, B-Fit classes, nursing support

• HWD/nurse records results on a Wellness Check Up card; may recommend a follow-

up conversation with their own doctor, dining director to discuss dining program or

the resident program manager to discuss exercise options

How can you partner with your nurse?

• Discuss appointment (onsite & home visit) availability with your nurse—be mindful

they have a busy schedule taking care of your current residents

• Understand what occurs during the appointment

• Brainstorm how Brookdale services and programs can help reduce potential risks.

• Follow up with the prospective resident, i.e. B-Fit flyer, Chef’s Showcase event, etc.

that would interest prospect based on outcome of wellness check up

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Red underline=inactive links; materials not yet available

Campaign E-blast Details

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• Distributes Feb. 8-10 by home office

marketing team for communities who

opt-in.

• Offers a wellness check up* at

participating communities

• Send to active lead bank with versions

for medical professionals and prospects

• Directs professionals to BKD website to

find a community phone number:

https://www.brookdale.com/find-a-

community/

• Directs prospects to specific BKD

community phone number.

Note: Actual email template not shown.

*Wellness check up appointment availability must

be discussed with your HWD or nurse.

Campaign Professional Referrer Visit Details

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• Two versions available: Flyer #1 and

Flyer #2. 1) customize, 2) download,

3) print/mail locally.

• Identify the professionals to visit &

plan using the PRP.

• Work with your DDS to eliminate

duplicate visits in cluster markets

• Ask which patients could benefit

from a wellness check up.

• Leave behind Wellness Check Up or

Heart Healthy Meal coupons to

share with patients. Note: determine

qty. of Wellness Check Up coupons to

leave based on how many appointments

your nurse can manage.

Red underline=inactive links; materials not yet available

Campaign Lead Advancement & Outreach

• Share the flyer with local organizations and lead

bank to educate on heart disease and instruct how

to schedule a complimentary personal wellness

check up at your community (or home visit*).

• Personally invite prospects to enjoy a heart healthy

meal with your ED, you or residents. Another option

is an invitation to attend a Chef’s Showcase event or

Valentine’s Day celebration (see next slide).

9 *depends on your nurse’s availability; use with HOTs

Optional: Create a heart healthy care basket

with 5-6 items (suggested spend $15), meal

coupon and Six Tips to Boost Cardiac Health

infographic for HOT prospects. Charge to BU#-070-600809.

Red underline=inactive links; materials not yet available

Campaign Event Opportunities

• Invite prospects to your

community for events related to

the heart: Chef’s Showcase event

or a heartwarming Valentine’s Day

celebration

• Event giveaways: Present the

infographic that includes six tips

to heart health, the Brookdale

Cookbook offering 14 Brookdale

heart healthy recipes courtesy of

Brookdale’s chefs

• Event promotion tactics: mailing,

phone, community outreach,

email via ClearSlide, Facebook

posts, newspaper calendar of

events or schedule an e-blast

through the home office

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Red underline=inactive links; materials not yet available

Get Results—Get Creative!

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The sales and dining

teams partnered to get

creative and prepared a

heart healthy pancake mix

to deliver to prospects.

~Brookdale Destin in

Destin, FL.

The sales team Brookdale Westlake

Hills in Austin, TX provided a special

in-home heart healthy meal for two

special leads, the Loehlin’s.

~Brookdale Westlake Hills in Austin,

TX.

In 2015, the sales team

delivers gift baskets to

prospects and they were

thrilled; one agreed to a

respite care stay as a result!

~Brookdale Shadowlake in

Houston, TX.

2015 Heart-to-Heart successes shown below. Please share your 2016

experience with your DDS and Divisional Marketing Strategist!

Tracking your efforts is important to determine the

campaign success. Use two sources when you code the

inquiry source of your new referrals:

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Campaign Tracking

Primary Lead Source Lead Source: Referral - Professional

Assoc/Org: [select the name]

Secondary Lead Source Lead Source: Special Event Off-Site

Detail: Educational Program/Seminar

Additional Detail: Heart to Hearts

Example:

Resources in “Heart to Hearts” campaign folder found BSLnet or BrandWorks

(Catalog > Marketing Toolkits > Heart to Hearts or 2016 Field Marketing):

1. BW: Campaign PowerPoint Deck (PDF)

2. BW: Professional Relationship Profile (PDF)

3. BW: Family Practitioner Professional Profile Tip Sheet (PDF)

4. BW: Internal Med. Physician/Geriatrician Professional Profile Tip Sheet (PDF)

5. BW: Cardiologist Professional Profile Tip Sheet (PDF)

6. BW: Wellness Check Up Evaluation Card (PDF)

7. BW: Heart to Hearts Prospects flyer (PDF)

8. BW: Heart to Hearts Professional Referral flyer #1 (PDF)

9. BW: Heart to Hearts Professional Referral flyer #2 (PDF)

10. BW: Heart to Hearts Six Cardiac Boosting Tips Infographic (PDF)

11. BW: Heart to Hearts Heart Healthy Meal Coupon (PDF)

12. BW: Heart to Hearts Health Wellness Check Up Coupon (PDF)

13. BW: Heart to Hearts Cookbook (PDF)

14. BW: Chef’s Showcase Event (PDF)

15. BW: Valentine’s Day Celebration Event (PDF)

16. BSLnet: Heart Failure Clinical Guidelines (PDF)

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Campaign Toolkit Index

Community

BrandWorks

(BW) Login

• Username:

5 digit BU#

• Password:

welcome

Campaign Questions?

Contact your DDS or Divisional Marketing Strategist.