-
· 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
-
Marketing 4 A’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.
· Marketing 3 C’s
· · 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 marketing GCM in Handbook of
Geriatric Care Management 4th edition by Marketing guru Merrily Orsini. She created the original template for corporate geriatric care management for Senior Bridge which became Humana, with her own GCM business in Louisville, Kentucky. - Sign Up for my newest FREE Webinar
LEARN HOW TO MARKET LIKE YOUR BUSINESS DEPENDED ON IT
January 23 @ 2:00 pm – 3:00 pm PST
The busiest season for care managers is January & February after as adult children have just visited for the holiday and seeing their elderly parents skating on very thin aging ice
Learn care management marketing so you can:
Capture those desperate clients in January after the festive fright-
Develop strategic marketing that brings more customers,
Understand branding
Develop a positioning strategy so the caller chooses you
Understand lead generation in care management
Get the best marketing software
Create a 5 Star Marketing Plan for the top 10% of seniors who can afford you.
THIS FREE WEBINAR FROM 2 PM – 3 PM PST Thursday January 23, 2020
You then need to identify what criteria the person making the buying decision uses to evaluate your geriatric care management product. For example, you have to figure out whether the decision to purchase your product Care Management Plus product is made by the adult child based on price, features, or availability. How will you give your customer, the adult child, or the third party who will refer you to the adult child, like an elder law attorney or an Assisted Living Director enough information to say yes? Does this buying decision require personal contact in intake by a GCM, a Care Management Plus sell sheet when you get a sales appointment with the Assisted Living Director, an elevator speech about the features of you care management products, a lists of benefits that you use to explain what the client and family will derive from using your services – or learning how to close a sale. Know all this makes you a care management salesperson. It will have to go in your business plan plus- be good enough to get you, customers who sign your contract and give you a deposit.
