If you are an Aging Life or Geriatric Care Manager, do you use a products to market your business or services. You may be a hybrid. Offering tangible products like Moving Assistance, VIP Care Management, means your offer a menu of products under your brand name. This is much easier for the customer to understand than geriatric care management.
The tangible product you sell is you -the professional who will be their GPS -substitute daughter or son,who deliver that product with your with great service skills . You are like the French Quarter Inn in Charleston South Carolina- everything an adult child would dream about in services.. You offer a product (like a great room), through the perfectly trained professional you are but at the same time you are selling like the French Quarter Inn superior service to the customers to care for them.
You can really think of a service as a product . Let’s use politicians. Hilary Clinton and Jeb Bush are selling you their beliefs, packaged in a product – for customers ( voters).Rand Paul and Bernie Sanders present you with a products -packaged in their beliefs too, big government vs small government. They want voters or purchasers – you want customers to purchase to products.
In its simplest terms a service is an intangible product that must offer superior service in order to hold a competitive advantage. If you a geriatric care or aging life manager offer a menu of products, that are delivered through incomparable service -then you will get customers.
Do you expect the new aging Life or Geriatric care movement business to woo customers or referral sources away from the competition? To do that you have to show customers what makes you different.- One of the best methods to do this is to have better service/ products.
A competition survey is used to find out what your competitors are doing that is different, better or worse, and then use that information to your benefit. Few Aging life or geriatric care managements have a menu of products. Services packaged as products make much more sense to the consumer because they are tangible
You want to find what will make your new business stand out and make the customer choose you. This is called positioning.
For example, do you offer a hospital transitions service, when none of your competition does. Medicare fines hospitals now if patients recycle within 30 days. You make yourself stand out to the customer but offering a specific products/ services that allows older or disabled clients to remain home safely after their discharge and not recycle back through the ER.That is how you use your competition survey and why you need to think in terms of products.
· The classic four Ps of marketing (product, price, place, and promotion) have been updated for the 21st century to include the four As as well as the four A’s and 4 C’s
· Accountability: Marketing must prove its contribution to the business and be accountable for measurable results; that is, new clients.
· · Analysis: Marketing requires both art and science, and analysis must no longer be an afterthought. Instead, measurable results will drive strategy; that is, if it works, do more of it.
· · Accuracy: Performance metrics must be consistently and accurately measured across all marketing initiatives; that is, tracking results.
· · Action: Optimization is only successful when it’s an ongoing process of leveraging your analysis to take decisive actions toward improving results; that is, change tactics to do more of what is working.2
· · Conversation: Social media channels have created the need for a two-way conversation that draws those seeking services to those discussing those services.
· · Collaboration: The world is not so connected that collaboration becomes a necessity as there are simply too many needs for one entity to meet.
· · Culture: Plays an important role now that organizations are seeking partners to extend their capabilities.
· All this and more is in the chapter on markering GCM in Handbook of Geriatric Care Management 4th edition by by Marketing Guru Merrily Orsini. She created the original template for corporate geriatric care management, with her own GCM business.