Expert in Aging Life and Geriatric Care Management
Post-July 4, the US government will again consider the Trump “Better Care Reconciliation Act, gutting the Medicaid expansion that took place under the Affordable Care Act (or Obamacare), which would throw older people out of nursing homes. But in today’s New York Times article you see the state of care of the vulnerable and elderly presently in US convalescent homes that is a stunning oxymoron for “convalescent”.
If you are an aging life or geriatric care manager- you need three databases. The second is a contact database or Customer Relationship Management database CRM. Think of the as your old Rolodex on speed.
Any aging life or geriatric care management business has to start out with a foundation of great customer relationships. Get the CRM data base before you open your doors and fill it up with referral sources to your customers- mainly- elder law attorneys, trust officers, concierge physicians target professionals who refer families to you who need GCM.
You, the aging life or geriatric care management seller, must connect with aging families who need your product The best way is through your CRM data base and these key referral contacts.
As your company expands these Aging Life or GCM business connections grow more sophisticated. You start to manage a myriad of connections, across time, within each referral contact you do business with. You can send a form elder aw letter to all elder law contacts. You can use the CRM to track all calls or marketing visits to a concierge physician.
Adding all of your continuum of care or all contacts in the community that help you weave a care plan- physicians, elder mediators, CCRC and all housing, MFT who specialize in aging- all the contacts that you use as your individual prescription- which is your care plan- go here to.
· 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.
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· · 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.
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· · Accuracy: Performance metrics must be consistently and accurately measured across all marketing initiatives; that is, tracking results.
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· · 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
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· · Conversation: Social media channels have created the need for a two-way conversation that draws those seeking services to those discussing those services.
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· · Collaboration: The world is not so connected that collaboration becomes a necessity as there are simply too many needs for one entity to meet.
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· · Culture: Plays an important role now that organizations are seeking partners to extend their capabilities.
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· 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.