Cathy Cress

Expert in Aging Life and Geriatric Care Management

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Get a Big Bang For Your Fee PR Budget with a Care Management Speaker’s Bureau

January 20, 2019

To succeed on Geriatric Care Management or ALCA you need to do 4 things

  1. Provide an excellent gold standard service
  2. Understand the inquiry and sales process
  3. Use Good PR
  4. Use the web smartly

Public relations  is a key marketing strategy for Geriatric care managers. What is it? Just what is says- building relationships between you and your GCM customers? It is also FREE stories about you and your agency for your agency, saving you lots of money.

Why PR? Because it is free, believable, gives you credibility and stature, helps build your business, gives you authority, read by a lot of people /customers and remembered.

There is paid marketing -the web, newspapers, sponsorships etc. But if you do free PR you should put a Speakers Bureau in your Marketing /PR Toolbox.

One of best PR tools you can use from your toolbox is a speaker’s bureau.

What is a Speakers Bureau in geriatric care management or Aging Life Business? Why have one? There are two marketing groups you have to attract- third parties like Elder law attorneys who can refer clients to you. The other is adult children and this group is hard to pinpoint. A speakers bureau gives the perfect PR tool to reach them.

The Speaker’s Bureau is a series of ” Hot Topics” present ted at women’s clubs, services clubs like the Rotary, family councils of facilities, etc. to draw potential clients like adult children or older clients

You create 4 Hot Topics, like “Mom Loved you Best-“ Working with Siblings over older Parent Care., “The Dutiful Daughter- How women can take care of themselves while being a caregiver.” ” Parent-Sweetheart Scams  – How to understand undue influence and protect your aging parent from being scammed”

Everything is done ahead for the speaker- methods to make the calls, the speech, the handouts, the timeframe. This is a  really effective marketing tool that your ALCA or GCM agency use to draw a future bank of customers.

Join me in my new FREE Webinar
Learn to Market Like Your Business Depended on it!
When: January 23, 2019
2PM-3PM PST
Learn

How to develop lead generation and tactics through third parties

How to position your agency so it stands out from your competitors
How to develop or rewrite a strategic marketing plan in 2019 that brings more customers
How to use branding to build positive gut feelings about your agency
How to set up leads generation with both a speakers bureau to do co-presentations & join the rubber chicken circuit to reach adult children and targeted audiences:
•
•
 Sign -Up –

Filed Under: Adult children, Aging, Aging Family, Aging Life Care, aging life care manager, Blog, case manager, elder care manager, GCM Start -Up, Geriatric Care Management Business, geriatric care manager, marketing, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, Marketing plan, nurse advocate, nurse care manager, PR, Public Relations, Public Reltions, Speaker's Bureau, Speakers Bureau, Sweetheart scam, Webinar Tagged With: aging family, aging life care manager, aging parent care, care manager, care manager marketing, case manager, Free Publicity, GCM Marketing, geriatric care manager, nurse care manager, PR, Public Relations, Speakers Bureau

What is Your ALCA/ GCM Sales Plan?

January 16, 2019

 

 

GCMs  or ALCA members rarely see themselves as salespersons. However, this is a fatal error. You may have a product, but to make money from that product, you have to sell it. In the beginning you yourself may have to sell your geriatric care management product. Even if it is a service, people are buying your product.To begin to put together a sales plan you need to identify who makes the decision to buy your geriatric care management products. With older adults over age 85, the buying decision is generally made by the adult children or the third party (trust officer, etc.). Many times young older adults (65–85 years of age) make their own buying decisions.

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, enough information to say yes? Does this buying decision require personal contact in intake by a GCM, a Care Management Plus sell sheet you dropped off at the parent’s physician’s office, word of mouth, paid advertising, through social media- if so what – blog, web site – what Describe your sales plan. It will have to go in your business plan plus- be good enough to get you, customers.

Join me in my new FREE Webinar
Learn to Market Like Your Business Depended on it!
When: January 23, 2019
2PM-3PM PST
Learn

How to develop lead generation and tactics through third parties

How to position your agency so it stands out from your competitors
How to develop or rewrite a strategic marketing plan in 2019 that brings more customers
How to use branding to build positive gut feelings about your agency
How to set up leads generation with both a speakers bureau to do co-presentations & join the rubber chicken circuit to reach adult children and targeted audiences:
•
• Sign -Up –

Filed Under: Adult children, Aging, brand, branding, care management market sizing, Care Management Products, care management start-up, care manager, case manager, geriatric care manager, geriatric social worker, marketing, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing to concierge clients, marketing to the top 10$, Sales in geriatric care management, Webinar Tagged With: aging family, aging life care manager, billing for geriatric care management, care manager, geriatric care management, geriatric care manager, geriatric care manager sales plan, geriatric care sales, nurse advocate, nurse care manager

Start-Up Geraitric Care Management Marketing and PR Checklist

January 15, 2019

If you are going to start an ALCA or Geriatric Care management business, you must do what most care manager ( usually social workers and nurses have never done )- do marketing and public relations. Here is a helpful start – a beginning of PR Marketing Checklist.

This list was created by legendary former GCM Merrily Orsini, who created the model for Senior Bridge, now Humana, from her own ultra-successful Geriatric Care Management business in Louisville. She authored the chapter,  Marketing Geriatric Care Management, inHandbook of Geriatric Care Management Fourth Edition. Orsini now owns Corecubed a Marketing Agency for Senior Marketing  Merrily Orsini for more information.

 

 

Start-Up Geriatric Care Management PR/ Marketing Checklist

Rear view of a businesswoman looking at large business planning sketch on a chalkboard.

1. Brand Identity- including logo design and collateral material design

Services needed to complete

Research competition, develop key differentiating features, develop brand-positioning statement, and develop business names, graphic design for the logo. , colors for business communication Consider consulting a branding firm.

2. Business Identity            –

Get coordinated business card envelopes, note cards, and folders                                   

Services needed to complete

Graphic design, printing, and delivery

3. Products sheets or Sell sheets, Brochures

Services needed to complete- Copywriting, graphic design, printing, and delivery

4. Identified and 3rd party targets – including a prospect profile

Services needed to complete- Identify targets . Research develop prospect profiles, mailing lists, key factors in specific communication messages per target audience. Add to marketing excel sheets.

Want to know more?

 

 

  • If you really want to run a GCM business that makes money by targeting concierge clients and understanding how to market to them- then you don’t want to miss this free training

 

 

Join me in my new FREE Webinar
Learn to Market Like Your Business Depended on it!
When: January 23, 2019
2PM-3PM PST
Learn

How to develop lead generation and tactics through third parties

How to position your agency so it stands out from your competitors
How to develop or rewrite a strategic marketing plan in 2019 that brings more customers
How to use branding to build positive gut feelings about your agency
How to set up leads generation with both a speakers bureau to do co-presentations & join the rubber chicken circuit to reach adult children and targeted audiences:
•
• Sign -Up –

 

Filed Under: Aging, Aging Family, aging family crisis, aging life business, Aging Life Care, aging life care manager, care management start-up, care manager, Geriatric Care Management Business, geriatric care manager, geriatric social worker, Marketing aging life care, marketing care management, marketing to the top 10$, nurse advocate, nurse care manager Tagged With: aging family, aging life care manager, Brand identiy, care manager, geriatric care manager, marketing geriatric care management, PR for geriatric care management

Afraid of Your Competition ??-You Can Learn How to Position Your Business From Them

January 14, 2019

 

Your competitors can show you how to position your business so you stand out from the competition. Positioning is how you make clients in your area choose you over others in the area you serve. Your ALCA or Care management competition survey, ( which should so yearly by getting a mystery shopper). The Trump administration says there are lots of people out there be a mystery shopper since he shut the government down. These mystery shopper calls ( the coast guard or your staff) let you identify and survey other direct GCM competitors like the area agency on aging which may have a GCM arm or for-profits like accountants or elder law attorneys who include geriatric care management in their service mix.

Identify substitute providers like hospitals, often through their home health services.   These can also be part of your competition to take market share from you. Private duty home care agencies offer geriatric care management to their web site. But you have to discover whether they have a certified aging life geriatric care manager as part of their staff. Tracking this down takes having a secret shopper calling all of these agencies and talking to the actual geriatric care manager and asking for their credentials, prices, services, and many more variables.

Professional Patient advocates in your area should also be tracked as possible competitors.

Non-profits often spin off for profit geriatric care management arms to help with the more needy clients they serve. Many religious denominations have geriatric care as a choice so you can learn how they are leveraging their brand. Area Agencies on Aging offer private geriatric care management and can do a good job of leveraging their respect and brand in the community.

Trust departments or wealth management services can have care management to assist with their elderly clients or the adult children in wealth management, who care for their parents.

All these competition surveys will show you marketing/positioning alternatives in your this competitive landscape. They will show how to better brand and shape your branding message- so you are the top choice of customers.

Find out how you can position your own GCM/ALCA  agency, over your competition and be chosen by clients seeking care for loved ones.

Join me in my new FREE Webinar
Learn to Market Like Your Business Depended on it!
When: January 23, 2019
2PM-3PM PST
Learn

How to position your agency so it stands out from your competitors
How to develop or rewrite a strategic marketing plan in 2019 that brings more customers
How to use branding to build positive gut feelings about your agency
How to develop lead generation and tactics through third parties
How to set up leads generation with both a speakers bureau to do co-presentations & join the rubber chicken circuit to reach adult children and targeted audiences:
•
• Sign -Up –

Filed Under: Adult children, ADULT SIBling, Aging, Aging Family, aging family crisis, aging life business, Aging Life Care, aging life care manager, Blog, brand, branding, care management market sizing, care management start-up, care manager, case manager, competition survey, Concierge aging clients, Concierge Client, Concierge Senior, elder care manager, Families, GCM Start -Up, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, geriatric social worker, Hurricane Irma, Hurricane Maris, ife care manager, inquiry call, Intake, Intellectual Quality of Life, John Mc Cain, Jose, Late Life remarriage, LGTB elders, Long Distance Care, marketing, Marketing 4P's, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing plan, marketing to concierge clients, marketing to long distance adult children, marketing to the top 10$, Mission, Narcissistic Personality, Nearly Normal Aging Family, News, nurse advocate, nurse care manager, Nursing home abuse, Nursing Home disaster plan, Oral History, Palliative care manager, patient advocate, Poor Nursing home staffing, positioning, postioning, Private Duty Home Care, Quality of Life, Quality of Life for elders, Quality of Life in Dying, Quality of Life with Dementia, Reminiscence Therapy, Respect, SIBLING, sibling rivalry, sibling sharing care, Siblings, Social Media, Social Media for Care managers, Social Media for eldercare, Speaker's Bureau, Spiritual Quality of Life, Stepmonster, Sweetheart scam, Thanksgiving, Thanksgiving Parent crisis, Third Party Referral, Timeline, Town Hall, Transgender Elders, Trust Officer, Wealth Management Departments, Webinar, Written Geriatric Assessment Tagged With: aging family, aging life care manager, care manager, case manager, competition survey, geriatric care management, geriatric care manager, nurse care manager

10 marketing messages for Adult Kids Who Call 911 GCM After Holidays

December 29, 2018

wonder.woman.05.jpg

 

“Geriatric care managers are wonder woman for long-distance care providers? ” This is an important marketing  message for care managers to use for the call you will get from long distance family members who just spent the holidays with aging parents and freaked out at the decline.

So be prepared with terrific marketing copy and messaging when they call you.

C

Your copy in an ad or website should include-

“It’s a preventative and prudent idea to have a geriatric care manager in the town where your older relative resides. If there is a crisis, it is cheaper to have a GCM solve it. In an urgent situation, a care manager can go to the hospital or emergency room. This is saner and more cost-effective than you getting on last-minute, expensive flights. You can still go but they can immediately be there to deal with the crisis. They are good insurance.

Even when making marketing visits to 3rd parties like elder law attornies or wealth managers, you can pitch “Before any crisis,  the GCM do an initial assessment and visit your long distance older relative periodically (once a month, once every two months).This is preventative. That way they are there for you when you need them and have all the information to solve the problem.”

Here is a better marketing message

for long distance adult children:

“Think of care managers the way you do one of those blow-up beds. You can pump them up when you need them in a crisis—perhaps avoid that crisis, and you yourself can sleep more soundly and with more peace of mind in your own bed.

Some of the things a geriatric care manager can do for long distance care providers are:

1. Save you money by helping keep your parent out of the hospital and you off emergency long-distance flights.

2.Facilitate a family discussion of needs, resources, and division of labor among friends family

3. Recommend ways to proactively prepare and plan for a parent’s possible health care crisis.

4. Work on family cooperation to formulate a realistic parent-care plan.

5.Assess the strengths and weaknesses of all of the potential caregivers

6. Help adult siblings resolve conflicts about care decisions.

7. Help siblings act together in the best interest of the parent

8.Decrease the tension between hometown and long distance siblings

9. Help the long-distance care provider deal with guilt and frustration that may result from their inability to provide more of the day-to-day care.

10. Locate aging resources in your elder parents area quickly and without you having to do it.

Learn more about gaining new long-distance care provider clients -this coming holiday season.

Join me in my new  FREE Webinar

 Learn to Market Like Your Business Depended on it!

When : January 23, 2019

2PM-3PM PST

Learn 

How to develop or rewrite a strategic marketing plan  in 2019that brings more customers  

How to use branding to build positive gut feelings about your agency  

How to position your agency so it stands out from your competitors  

How to develop lead generation and tactics through third parties  

How to set up leads generation with both a speakers bureau to do co-presentations & join the rubber chicken circuit to reach adult children and targeted audiences: 

    • Sign -Up –

Filed Under: Aging, aging family crisis, aging life business, Aging Life Care, aging life care manager, Care Management Products, care management start-up, care manager, case manager, elder care manager, Geriatric Care Management Business, Geriatric Care Manager, geriatric social worker, Holiday Meltdown in Aging Family, inquiry call, Marketing aging life care, marketing care management, marketing to concierge clients, marketing to long distance adult children, nurse advocate, nurse care manager, Webinar Tagged With: aging family, aging life care manager, aging life or geriatric care marketing plan, aging parent crisis, care manager marketing, caregiver burnout, case manager, geraitric care manager, geriatric care manager, geriatric care marketing, help with elders, holiday misery, holiday with aging parents, long distance care provider, marketing plan, Marketing to long distance care providerse, nurse advocate, nurse care manager

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Cathy Cress is the leading national expert in Aging Life and Geriatric Care Management. She is author of Handbook of Geriatric Care Management 4th edition, Jones and Bartlett, published 2015 and known as the bible of geriatric care management. Continue Reading >

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