Cathy Cress

Expert in Aging Life and Geriatric Care Management

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Want to Make a Profit in an Care Management Business Home Care Business ?

April 20, 2022

 

want to make a profit

Do You Want to Make a Profit As a Private Care Manager?

 

Do you want to make a profit in care management or home care you have to learn how you will make money? It must be serving VIP clients. You may start it to reach seniors in need. But, the reality is making a profit comes from serving the upper 10% or Concierge and VIP clients who can afford private pay. If you have a business and you are an entrepreneur, you need to understand” profit” and how to handle money and “like it”. Many GCMs do not understand this.  They end up going out of bankrupt

Do You Know the Customers You Want to Serve?

 

a VIP or Concierge client

To make money you must choose to go after the right customers. To start a Geriatric Care Management business PLUS to write a major section of your GCM business plan,

you must describe ” that customer” you intend to serve -your market assessment or opportunity. It tells you and investors whether you will have enough customers to make money. 

The VIP or Concierge client in the upper 10% is the customer you want. Why – Medicare does not pay for Geriatric Care management or ALCA services or Home Care . Only the top 10% can afford to pay you privately at 4-6 K a month for home care

Do a GUT CHECK

To make money you must choose to go after the right customers. To start a Geriatric Care Management business PLUS to write a major section of your GCM business plan,

you must describe ” that customer” you intend to serve -your market assessment or opportunity. It tells you and investors whether you will have enough customers to make money. 

Start with a definition of your ideal client. Example: A woman, 85 years old with chronic care needs who has an income or liquid assets of $500,000 or more. In other words, you must serve the top 10% to make money and thrive. Are you comfortable with this as an entitled demographic as a social worker or RN? Do a gut check now

You want to list the customers who will reward you the most financially.

 How many of these ideal clients are in the area you wish to serve to make a profit? You

need to do an analysis of the age and income levels. Generally, geriatric care management customers are over age 85 or are disabled younger people with incomes in the range of the top 10% in your community. Your customers are also the local overstressed adult children of clients, long-distance caregivers with family members who need help and live in your community, and third parties like Trust Officers who may hire you as a GCM such as trust officers, attorneys, conservators, or guardians.

 Know how you can make money by doing market research hot mapping & the census

You need to do market research to define the size of the market in the area where your business will be located (e.g., how many people over age 85 live in, Modesto, California, how many third-party target markets such as trust departments are in the town)?

This type of demographic information may be available from U.S. Census Bureau reports local Area Agencies on Aging, local chambers of commerce, local hospitals, and even members of the local media who have done their own surveys. You can use the Internet to retrieve U.S. Census data in your area, and in addition you can Google your State Department of Aging or Department of Finance and then find all senior services that may have data on older people in your area.

What is hot mapping?

You can also do hot mapping. A zipcode heat map outlines the boundaries of each zip code in your data set and helps you see the insights buried deep inside your numbers like where people with the highest income live in an area

Join me in my newest FREE Webinar

How to Find Concierge Clients Who Can Afford You

want to make a profit

 WHEN  Tuesday, May 17th, 2022

WHAT TIME_2 PM-3:30 PM Pacific Standard Time

What we will cover

  • Why only top 10% can afford private pay care management.
  • Who Are the 5 types of VIP/Concierge Clients? 
  • Sales Using Benefits Not Features to ALCA -GCM 3rd PARTIES
  • Understand how to find VIP Concierge Clients Do hot mapping & Market Studies
  • How to Use Free Public Relations ( PR) to Find Adult Children of VIP Clients
  • How to create or revise a Concierge Geriatric Care Management Strategic Marketing Plan

SIGN UP

REGISTER NOW TO FIND VIP & Concierge Clients

After registering, you will receive a confirmation email containing information about joining the webinar

 

Subscribe to my Care Management YouTube Channel to find out about finding & working with VIP  private care management Clients

 

 

 

 

 

 

 

 

 

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Filed Under: Aging, aging life business, Aging Life Care, Aging Life Care Assocaition, aging life care manager, Aging therapist, ALCA Financial literacy, ALCA sales, ALCA start-up business, Benefits, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits vs Features, billing, Billing 85%, Blog, care management start-up, case manager, cash flow, concierge clients, Concierge Geriatric Care Manager, Concierge Senior, entrepreneur RN, Features vs Benefits, GCM Webinar, Geriatric Care Management Business, geriatric social worker, marketing ALCA /GCM, marketing to concierge clients, nurse advocate, nurse care manager, Profit, profit in ALCA, Sales in geriatric care management, START UP, start up geriatric care management business, VIP Clients, VIP marketing, VIP Marketing Plan, VIP Sales, Webinar, Webinar ALCA GCM Tagged With: adult children of VIP parents, Aging Concierge client, aging life care manager, aging parent crisis, ALCA care Manager, black aging family, black american geriatric care managers, Black Entrepreneurs, Black Nurse Entrepreneurs, Black RN's, Black travel nurses, Business Profit, care manager, case manager, Census, Concierge Aging Client, Concierge Geriatric care manager, Concierge Home Care, Concierge homecare, Concirege, Expanding Home Care, Find VIP CLients, GCM cash flow, geriatric care manager, homecareagency, Hot- Mapping, money, nurse advocate, private diuty home care, profit, start a care management business, VIP, VIP Client Products, VIP homecare, VIP Marketing, webinar concierge care, Webinar VIP Clients

Do You Know Best PR & Marketing Strategies to Find VIP Clients?

April 6, 2022

How to Find  VIP Concierge Clients

Who is Your Market in an Aging Life or geriatric care management business and how to find VIP Clients?

How do you find VIP Clients & Why? This market includes the ” rich and famous” like Mrs. Astor,  film /TV star Betty White or Rolling Stones drummer Charlie Watts  -people who were your VIP clients and four other wealthy groups in the upper 10% of the economy. Homecare costs between $4000-and 6000 a month.  Medicare does not cover home care or care management. This is why your market is in that top 10%. The upper 10% VIP client can afford you according to Pew research, in this nation of broad income disparity, and 90% below cannot.

 

  • Join me in my newest FREE Webinar

  • How to Find  VIP Concierge Clients Who Can Afford You
  • WHEN Tuesday, May 17th, 2022
  • WHAT TIME_2 PM-3:30 PM Pacific Standard TimeWHEN Tuesday, May 17th, 2022
  • Sign -UP to find VIP clients

  • What we will cover

    • Why only the top 10% can afford private pay care management.
    • Who Are the 5 types of VIP/Concierge Clients? 
    • Sales Using Benefits Not Features to ALCA -GCM 3rd PARTIES
    • Understand how to find VIP Concierge Clients through hot mapping & Market Studies
    • How to Use Free Public Relations (PR) to Find Adult Children of VIP Clients
    • How to create or revise a Concierge Geriatric Care Management Strategic Marketing Plan with social media, analysis, accuracy, and action
  • Find Out More to Sign -up  VIP clients

  •  Contacts for Cathy Cress MSW YouTube channel: 
  • Who Are the 5 types of VIP Clients?

  • Understand how to find VIP Concierge Clients- hot mapping & Market Studies
  • Learn to create or revise a Concierge Geriatric Care Management Strategic Marketing Plan
  • How to Sell Benefits Not Features to 5 Professional ALCA -GCM 3rd parties
  • How to Use Free PR to Use to Find Adult Children of VIP Clients 

SIGN UP HERE

 

 

REGISTER NOW

After registering, you will receive a confirmation email containing information about joining the webinar.

 

 

Filed Under: Aging, Aging Life Care, aging life care manager, ALCA Public Relations, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits vs Features, Black Entrepreneur RB, Black RN, Black Travel RN, Blog, Concierge Care Manager, Concierge Client, Concierge Marketing, elder care manager, entrepreneur RN, Families, Features vs Benefits, GCM & FREE PR RADIO, GCM & Radio Interviews, GCM Marketing skills, GCM Operations Manual, GCM Webinar, Geriatric Care Manager, geriatric social worker, Marketing to Assisted Living, marketing to concierge clients, marketing to the top 10$, nurse advocate, nurse care manager, VIP Aging Client, VIP marketing, VIP Marketing Plan, VIP Public Relations, VIP Sales Tagged With: adult children of VIP parents, aging concierge Clients, aging family, aging life care manager, black american geriatric care managers, black american social workers, Black Entrepreneurs, Black Nurse Entrepreneurs, Care Management marketing plan, care manager, case manager, concierge marketing, Entrepreneur GCM, Find VIP CLients, Finding Concierge Clients, geriatric care manager, geriatric care manager PR, nurse advocate, nurse care manager, Nurse Entrepreneur Network, Public Relations, Webinar VIP Clients

Want the Care Managment Benefits You Can show an Elderlaw Attorney?

February 21, 2022

WHO IS YOUR TARGET MARKET

How do you sell your care management to an elder law attorney? As a geriatric care manager, you want to have success in marketing to this group? Why? prime targets are  3rd party targets including elder law attorneys. They are in the top five third parties who do not hire you but make great referrals to your agency. How do you sell your care management -your business financial success depends on third parties like elder law attorneys, who will refer these sometimes-desperate adult children and their aging parents.

These good  3rd part targets will refer elders and their families to you if you have a really good marketing campaign to reach them. This ” golden” group includes elder-law attorneys, trust officers, upscale assisted living, and concierge physicians.  More third parties for you to contact to grow your business include the county and state senior services,  information and referral agencies in each county, funded by the Older Americans Act, hospital-based care managers, and physicians, including geriatricians and internists.

All of these marketing targets serve the same demographic as you do. However, the first group serves the same financial demographic as you do elders in the top 10%

The more elder law attorneys who will refer adult children to you, the better the chances of your financial success at your GCM or aging life business. But how do you sell your care management through designing your marketing campaign?

HOW DO YOU SELL CARE MANAGEMENT  TO AN ELDERLAW ATTORNEY?

How do you sell your care management to an elder law attorney? Once you make an appointment with an elder law attorney,  you sell care management or products to her. First, you describe the facts about services and position your business So show them you are the best care management agency in your area to serve her or him.

Your business financial success depends on selling to third parties like elderlaw attorneys, but you have to use specific sales points. The next important sales point and the key one is you showing the elder law attorney how using your agency will “benefit him or her” in his or her practice.

How do you sell your care management- through your value to a key 3rd party? For example, elder law attorneys are skilled in their field of law but not skilled in working with dysfunctional families, rife with divorce, sibling rivalry, and bad parents. Many entitled parents did not care for them as children and now they are expected to care for that parent. A benefit to an elder law attorney who is not skilled in therapy is  Care Managers are therapeutically skilled in dealing with these angry adult kids, blood, or step from a broken nest.

WHAT BENEFITS  SELL GERIATRIC CARE MANAGEMENT TO ELDERLAW ATTORNEYS?

Benefits for elderlaw attorneys can show them  “What’s in it for them by referring to you.

  • You are a health care professional who can assess capacity BENEFIT you will always advise whether the older client has the ability to make legal  decisions
  • You are an expert  with dysfunctional  families BENEFIT–You can take therapy off att plate and help family members support the client’s legal care decisions
  • You Can Facilitate family meetings over non-titled assets like the salt and paper collection BENEFIT  so the attorney who is not a therapist can work on more important legal titled assets like property

LEARN TO SELL THE BENEFITS NOT THE FEATURES OF CARE MANAGEMENT

Find out when you sell the benefits your care management skills care managers bring to an elder law attorney and other key third-party targets you meet with to garner their business and referrals.

Sign up for my free webinar coming up very soon and already nearing the 100 person limit 

 

When: March 15 2022

 


2 PM-3:30 PM PST
Learn
 

A feature is a fact   

A benefit tells your customer the advantages of those facts   

 

 

Take Advantage of One Time Low Offers on Products

Sticky note on blackboard, Limited time

 

 

 

 

 

 

 

You will learn

  • The difference between selling features vs benefits
  • You will learn how to sell the benefits of your services for each 3rd party you  serve
  • How Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients
  • The Benefits that make you5 sale to upscale Assisted Living, accountants, financial planners, Hospice
  • Step by Step how to set up meetings with 3rd parties to make the sale

Even if you cannot attend you will get the recording of the webinar the next day if you sign up

SIGN UP 

 

Filed Under: Adult children, Aging Family, Benefits, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits of Geriatric Care Management Software, Benefits to Third Parties, Benefits vs Features, Black Entrepreneur RB, Black Entrepreneur RN, Black entrepreneurs, Black Geriatric Care Manager, Black geriatric care managers, Black RN, Black Travel Nurses, Black Travel RN, Blog, entrepreneur, entrepreneur business, Features vs Benefits, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Benefits, geriatric care manager, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing features and benefits, marketing geriatric care management, Marketing Home Care, Marketing plan, Marketing Strategy, marketing to edlerlaw attorneys, Marketing to top 10% Tagged With: aging family, aging life and geriatric care management, Aging Life Care Association, aging life care manager, aging parent crisis, ALCA marketing, Benefits vs Features, black american geriatric care managers, Black Entrepreneurs, Black geriatric care managers, Black Nurse Entrepreneurs, Black RN's, Black start-up geriatric care management, Care Management marketing plan, case manager, elderlaw attoreys, elderlaw attorney, geriatric care manager, geriatric care marketing, home care business, Home care marketing, marketing geriatric care, marketing target, marketing to 3rd parties, MARKETING TO ELDERLAW ATTORNEYS, marketing to third-parties, nurse advocate, nurse care manager

Close the GCM or ALCA Sale to Assisted Living With Benefits not Features

February 11, 2022

Marketing Tactics – Use Benefits 

ALCA members need to sell the benefits of Geriatric Care Management to assisted living. Care managers are perfect professionals to help assisted living residents if they have just moved in, are unhappy with the move, not participating in activities isolating or general when they are not thriving in the resident community.

Marketing care management to ALF’s takes some particular marketing tactics 

 

 

Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them – they want what they purchase to solve their problems.

To borrow from the example of an umbrella, features of this  umbrella might be its unbreakable spokes or wind-resistant construction – but  the benefit  is staying dry even in strong winds that might break lesser umbrellas. The benefit of staying dry in strong winds that break other umbrellas – this make the sale.

Clients who purchase home care or care management want to buy benefits – what your product or service can do for them.

GCM Benefits To Assisted Living 

Let’s take a third-party. Care Managers often market to Assisted Living. ALF Directors want to hear how your ALCA or GCM  agency is going to help the Assisted Living site. Of course, you can describe your agency features, price, training of staff, gold standard service. However, benefits are what make the sale and keep the Assisted Living dry not flooded by the rain.

But here are some benefits you can offer to Assisted Living when you are seeking referrals and you have a service  for residents that involves Quality Of Life   

YOUR GCM ALCA AGENCIES BENEFITS

The problem: Assisted Living does not want residents to move out. Most facilities are strictly non-medical and do not have one to one companion and geriatric care management services. Your  geriatric care management agency can solve that problem through the benefits of ALCA or geriatric care management.

 

The assisted living and retirement community population sometimes have clients with needs that cannot be met with their nonmedical, non-one-on-one support services, (usually just an activities director)

  • You will help facility with residents who are not adjusting to the facility or considering moving by engaging them in activities that will enhance the quality of their life, SO WHAT so they remain in the facility
  • You will help residents not engaging in activities to participate in the ALF’s activities program or outside activities and socialization program through a quality of life assessment & companion, SO WHAT so they do not want to move out of the facility
  • You will engage with new residents who are just adjusting both to the facility and their move, to engage in socialization and activity programs. You can help them make friends & engage in outside activities through a quality of life assessment and companion, SO WHAT so they do not consider moving out
  • You will make monthly monitoring visits to make sure Companion is meeting all the client’s needs, keep in touch with the family and facility with frequent e-mails, texts or telephone updates plus sending a monthly report SO WHAT so everyone is on the same page through your great communication skills.

So, selling the benefits to the third party, who will refer your agency to families of residents who are struggling, is a much more potent selling point that features your agency. 

SIGN UP FOR MY FREE WEBINAR   

When: March 15 2022
2 PM-3:30 PM PST
Learn
 

A feature is a fact    A benefit tells your customer the advantages of those facts   

 

Take Advantage of One Time Low Offers on Products

You will learn

The difference between selling features vs benefits

You will learn how to sell the benefits of your services for each 3rd party you  serve

How Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients

The Benefits that make you5 sale to upscale Assisted Living, accountants, financial planners, Hospice

Step by Step how to set up meetings with 3rd parties to make the sale

Even if you cannot attend you will get the recording of the webinar the next day if you sign up

SIGN UP 

 

 

 

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Filed Under: Adult children, Aging Family, aging life business, Aging Life Care Assocaition, aging life care manager, Aging therapist, ALCA Beneifits, ALCA business, Assisted Living, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benefit of Assisted Living, Benefits, Benefits & Assisted Living, Benefits of ALCA to Hospice, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits vs Features, Black RN, Black Travel RN, Blog, Care Management Inquiry Call, care management start-up, Concierge Care Manager, Concierge Geriatric Care Manager, Dementia Activities, entitled family, Features vs Benefits, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Benefits, GCM Marketing skills, GCM Start-Up, GCM Webinar, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, Marketing plan, Marketing to Assisted Living, marketing to concierge clients, marketing to upper 10%, Move Management, newsletters, nurse advocate, nurse care manager, Quality of Life for elders, Sales ALCA, Sales in geriatric care management, Sales to Assisted Living Tagged With: aging family, aging life care manager, aging parent crisis, benefits of ALCA, Benefits of care management, Benefits vs Features, care manager, case manager, features of ALCA, GCM & Assisted Living, GCM Products and Services, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, Monitoring Assisted Living Care, nurse advocate, nurse care manager, Quality of Life in Assisted Living

Should You Use Features vs Benefits of Care Management?

February 10, 2022

HOW DO YOU EXPLAIN WHAT GERIATRIC CARE MANAGEMENT DOES?

What are the features vs benefits of care management? Actually, what are features vs benefits? Think about your last few marketing campaigns. Look over some of the emails you sent to prospective customers or the social media updates you made promoting your brand-new product or service. Read over some of the blog posts you published.

How much of your promotional content is focused on how your product benefits the caller? How much of your sales pitch described what your products do???

TWO MARKETING APPROACHES

FEATURES

When it comes to marketing, there are two primary approaches you can take with features vs benefits. The first focuses on what your product or service is or does – including all the shiny bells and whistles you’ve worked so hard to develop. The other focuses on how your product or service will improve users’ lives. Features tell the customer “what” and benefits tell the customer “why”

Care Manager selling benefits vs features to elder

Which of these approaches do you think is more effective for the adult children or seniors you market to?

Take a look at the list of features below, taken directly from current advertising and marketing materials.

 

 

 

 

 

 

 

American Lifetime Self-setting clock for seniors with dementia It is the only one of its kind to include 5 multi-function alarms, with the option to set reminders to take medications throughout the day.

Jitterbug Senior Smart Phone 2  with Large 5.5″ screen, easy to see and  5 Urgent Response button

 umbrella that opens and closes with a button 

Each is a feature-a factual statement about the product or service being promoted. But features aren’t what entice customers, ( adult children you market to), to buy your product. That’s where benefits come in. A benefit answers the question “What’s in it for me? or what will help my parent or me the caregiver”. This means the feature provides the customer/client with something of value to them. As a result, this is where most businesses go wrong.

Benefits

The feature of a self-setting clock is that it automatically resets itself & reminds the person with dementia to take their meds. The clock’s self-setting feature stops the dementia client from resetting it then forgetting needed medications & times. The benefit is the dementia patient will take meds on time, will be healthier and the caregiver less stressed.

The feature is the Jitterbug phone is that seniors with diminishing eyesight and memory have a hard time reading text on phones or recalling phone numbers. As a result, medical emergencies, are very dangerous. The important feature of jitterbugs is a large easy to see response button that gets them one person who will help the senior even if they forgot the number. This is just like the operator they used to get on the phone. The benefit of Jitterbug  is it makes the older person much safer and the family members confident they can reach help if they need it

The benefit of an umbrella that opens with one button is -you stay dryer in the rain as seniors often have arthritis that can make it difficult to push open an umbrella quickly, to keep dry in the rain.

The best way to understand the true benefit of your product or service or to answer the “What’s in it for me?”  A customer’s perception of each feature’s results is what attracts him or her to a particular product or service.

WHAT ARE THE BENEFITS OF GERIATRIC CARE MANAGEMENT?

What are the features vs benefits of care management? What if you are selling geriatric care

Female Support Worker Visits Senior Man At Home

management to a long-distance son and explain the feature of care management is an assessment. As a result, he has no idea what that is, not being a social worker or an RN. He is just a desperate long-distance son. He wants to know, what’s in it for him. What’s his benefit.

You could say you have a  product called  “Safe at Home” that will make sure his Mom is getting all the support and care she needs and  ( 1st benefit) he will not get midnight panic calls or have to scramble to make emergency flights to solve a crisis, like a hospitalization. Plus you will make sure any problems are solved (2nd  benefit) before they turn into a crisis that he has to solve from far away, always keeping him informed  (3rd benefit)so he can go back to just being a son. This feature vs benefit sales pitch take a huge weight off his shoulder- answering his ” what’s in it for me”

LEARN MORE ABOUT MARKETING GCM FEATURES AND BENEFITS

SIGN UP FOR MY FREE WEBINAR  

SELL BENEFITS NOT FEATURES & GROW YOUR$ BOTTOM LINE

When: March 15 2022
2 PM-3:30 PM PST
Learn
 

A feature is a fact    A benefit tells your customer the advantages of those facts   

Take Advantage of One Time Low Offers on Products

You will learn

The difference between selling features vs benefits

You will learn how to sell the benefits of your services for each 3rd party you  serve

How Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients

The Benefits that make your sale to upscale Assisted Living, accountants, financial planners, Hospice

Step by Step how to set up meetings with 3rd parties to make the sale

Even if you cannot attend you will get the recording of the webinar the next day if you sign up 

SIGN UP 

features vs benefits of care management?

Filed Under: Adult Child Caregiver Pain, Adult Child Pain, Adult children, Aging Family, aging family crisis, aging life business, Aging Life Care, aging life care manager, Benefits of Geriatric Care Management, Benefits of Geriatric Care Management Software, Benefits vs Features, Black Entrepreneur, Black Entrepreneur RB, Black Entrepreneur RN, Black entrepreneurs, Black Geriatric Care Manager, Black geriatric care managers, Black RN, Blog, elder care manager, entrepreneur, entrepreneur business, entrepreneur care manager, entrepreneur RN, Features vs Benefits, FREE WEBINAR, GCM Benefits, geriatric care manager, geriatric social worker, home care, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing features and benefits, Marketing Home Care, marketing pitch, marketing to long distance adult children, nurse advocate, nurse care manager, patient advocate, Sales in geriatric care management, Webinar Tagged With: aging family, aging life care manager, aging parent care, aging parent crisis, Benefits Of Geriatric Care Managers, Benefits vs Features, black american geriatric care managers, black american social workers, Black caregivers, Black Entrepreneurs, Black Nurse Entrepreneurs, Black RN's, Black start-up geriatric care management, Black travel nurses, care manager, case manager, features of ALCA, geraitric care manager, geriatric care manager, geriatric social worker, Home care marketing, nurse advocate, nurse care manager

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