Merrily Orsini, esteemed author of her new chapter in Handbook of Geriatric Care Management 4th edition http://www.cathycress.com/books/geriatric-care-management-4th-edition ( out September 2015) has some sage advice on marketing aging life and geriatric care management
When it comes to distinguishing an aging life care management business, nothing compares to a solid and well-thought-out marketing plan. A strategic and successfully executed marketing plan has the power to shape an aging life care management business and how it is to be perceived by current and potential customers. It does this
2. It forces the Aging Life or Geriatric Care Managers to take the time to define the values and unique benefits they offer and to develop various, affordable (time and money) ways to communicate those things to a specifically defined target audience.
Understanding who is the new target audience will allow the Aging Life and Geriatric Care Managers to create that critical market plan .
What is your Market plan and who is your audience?
Marketing your existing or new Aging Life or GCM business is vital to growth, but where you spend your marketing dollars? What marketing tactics make the most sense for you? Where will you reach your client base best? This is where your marketing strategy comes into play. Before the business can start generating revenue, a marketing strategy and sales techniques must be in place.
A marketing message must be communicated to the public about your new business
The message is aging life or geriatric care management sells concierge solutions to the grueling aging care decisions families and clients must make.
This new service offers expert professional assistance with the tough choices aging family members must make about elder housing, medical care, personal care, finances, end of life and the myriad mind boggling decisions they face.
You marketing message gives this information to the client and the whole aging family in the support system and can transform the family and insure you gain clinets.
Adding Aging Life or Geriatric care management to your agency demands top notch targeted marketing.Reaching the elderly themselves, their trusted advisers, and their families takes a combination of education, careful design of marketing materials, a targeted database of potential referral sources, consistent and pertinent communication over a variety of Internet-based communication channels, and lots of positive public relations. Inherent to business success is that the Aging Life or Geriatric Care Managers are educated, experienced, and truly provides a new value-added concierge service to your clients and their families and loved ones.
Marketing your new aging life or geriatric care management service means targeting potential clients with the ability to pay for aging life care management services. That target is a very small segment of the general population. Furthermore, they must have a need that family, friends, physicians, and trusted advisors are not meeting. More and more, the value of an Geriatric Care Management is being seen by managed care organizations and by those seeking to bundle payment of services in a post-acute care setting. So, where there was traditionally only one target for services, the Geriatric Care Management now has the opportunity to become a part of a group that is managing, providing or overseeing care on a capitated basis for a group or as a service bundled together with other healthcare related services.
Although the concept of strategic marketing may initially seem complex for the average Non Profit or PDHC an understanding of integrated marketing communications is an important component of building a thriving practice. Taking the time and resources to understand basic marketing strategy and to develop and implement an integrated, strategic marketing plan helps the new added Geriatric Care Management Product to increase visibility, credibility, and knowledge of services.