Cathy Cress

Expert in Aging Life and Geriatric Care Management

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Start-Up Geriatric Care Management Marketing and PR Checklist

April 7, 2021

 

To grow an ALCA or Geriatric Care management business, you must use-  marketing and public relations (PR). ( usually social workers and nurses have never done )Here is a helpful start –

 

 Start-Up Geriatric Care Management PR/ Marketing Checklist

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

Services needed to complete

Research competition, develop key differentiating features, develop a 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 ( elder law attorneys, assisted living, concierge physicians, trust/wealth management departments) in your services area.  Research develops prospect profiles, mailing lists, key factors in specific communication messages per target audience. Add to marketing excel sheets.

Want to know more?

 

 

 

 

Filed Under: 3rd party targets, Aging, Aging Family, aging family crisis, aging life business, Aging Life Care, aging life care manager, ALCA Disaster Plan, brand, branding, branding ALCA business, Branding GCM Business, care management start-up, care manager, complementary consultatiom, coronavirus marketing, e-newsletter, GCM emergency procedures, GCM Sales, GCM Speaker's Bureau, GCM Start -Up, GCM Webinar, Geriatric Care Management Business, geriatric care manager, geriatric social worker, Logo, marketing, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing copy, marketing geriatric care management, Marketing plan, Marketing Sell sheets, Marketing Strategy, Marketing to top 10%, Marketing Tools 2021, nurse advocate, nurse care manager, Public Relations, social media marketing, START UP, Start-up Marketing, Third Party Tagets Tagged With: aging family, aging life care manager, Benefits vs Features, Brand identiy, care manager, geriatric care manager, geriatric care manager private duty home care, home care care manager, Home care marketing, marekting, marketing geriatric care management, nurse advocate, nurse care manager, PR for geriatric care management

What are Three Key Ways to Market Your ALCA or GCM Business in 2021

April 4, 2021

How should you market your ALCA or care management business in 2021?

As we are still in the throes of COVID, slowly pulling out, three marketing methods will increase your business this year. The first is email marketing, the second videos and the third is marketing your safety as an agency. Since we still cannot see third parties like elder law attorneys,  trust officers or concierge physicians in person, an email newsletter is a ticket to reach contacts who can make referrals. During the pandemic, most business people work from home and are glued to their computers.   Snail Mail only shows a 29% return on your marketing dollar while digital (email specifically) explodes with a whopping 124% return on your money.

Success Tip 4 email Marketing

Choose from email marketing bases likes Constant Contact   Survey Monkey  Other choices. Provide content worth reading. Grab the reader with a powerful headline/subject. Questions work best. Write for your audience. Do emails for your different care management services and match with your third-party audience. Keep it short and simple- more space – fewer words-no paragraphs. Use great photos, from good photo sites   Use photos to punctuate what you are saying. Keep sending on a regular basis once

a month every two weeks.

 Videos are the new  powerful  Marketing Tool

Use videos in your e-newsletters. The importance of video marketing shows in its growth to a $135 billion industry. Brands everywhere are realizing the value of video and creating them. According to ALCA’s marketing guru Courtney Pulitzer,75 million people watch videos every day and stunning viewers retain 95% of the message while watching compared to only 10 % of reading text.

 

Videos are not hard to make

You just need a smartphone tripod and a person to do the videoing. I have a YouTube Channel on Geriatric Care Management for years. Tips to make one a video are, keep it short, script it out, practice, include a “call to action”, and have good lighting. If you want a professional the Aging Life Care Association’s “Coffee Talk has an entire list of sites that will do the videos for you.

.

Lifespan, a geriatric care management agency, in Santa Cruz California, has been adding videos to their email newsletters for 6 months. It is all done with a phone by a talented staff member. The agency provides Quality of Life activities and adds videos about  Lifespan‘s Well Bring Program. They upload them to their YouTube channel  another great way to market

 

Build trust with your company

Market safety from Covid-19. During the pandemic, as clients begin to use services like care managers and home care again, it is critical that you build that trust by showing customers you are safe. Market trust through your website and email newsletters. On the front page of your website, the main marketing tool, list why your agency is safe to work with during COVID-19. What % of you of office staff, caregivers, have been vaccinated against COVID-19; a partnership with your County Health Department; your staff is wearing PPE & type that is safest: staff and caregiver screening for COVID- temp checks, etc. Lifespan’s website has an excellent first page on its company safety from COVID

 

Use these marketing tools in 2021 to help your agency thrive.

Reach Cathy in Social Media

Social media links

YouTube channel:https://www.youtube.com/channel/UCaoHdozwS0RvKD

Social media links

YouTube channel:  Website: https://cathycress.com/

 

Blog: https://www.cathycress.com/blog/

Facebook page: https://www.facebook.com/pages/category/Gerontologist/Cathy-Cress-MSW-633836950007072/

Twitter: https://twitter.com/cathyjocress

Email: cressgcm@got.net

 

 

Filed Under: Aging Life Care, aging life care manager, Blog, COVID-19 Safety, Families, Geriatric Care Management Business, Geriatric Care Manager, geriatric social worker, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing COVID Safety, marketing geriatric care management, Marketing Strategy, Marketing Tools 2021, nurse advocate, nurse care manager

How Do You Brand Geriatric Care Management?

October 10, 2020

Branding is one of the most important parts of your marketing plan.

Do You understand how to create one for your company? Successful companies like Coca-Cola, Kleenex, and Band-Aid have one important thing in common: a strong brand. In fact, their brand names have become generic terms for all similar products in their niche. If you cut yourself, do you ask for a bandage or a Band-Aid? They are the ultimate brands. They have gone into the lexicon.

Geriatric Care Management and Aging Life are not so lucky.

What is a brand? – A brand is made in the mind, not manufactured in a plant” Understanding branding and how it significant it is to your GCM- start-up can mean success for your for profit’s geriatric care management business. Geriatric care management is not a well know brand nor is the new brand ALCA after 35 years.So your company has to do everything it can to get your own brand known in the area you serve. How? Although often associated with just advertising, your own branding is essential to everything your company puts in front of current and potential clients: business cards, brochures, web site, trade show booths, letterheads, e-newsletter, and so forth.

Branding Is About Managing People’s Image of Your Agency

You need to make sure that the image is one that is in line with your company values and the benefits your company provides. With geriatric care management that is about concierge care as you can only deliver services to the upper 10%.By taking the time to manage expectations and build positive gut feelings about your company, you establish yourself as a trusted leader in your market.

Your brand identity is built upon your key messages

Your messages are about the unique customer benefits that you provide, and the expectations you set for your target audience.

By consistently delivering the same symbols, messages, and design, you are reinforcing those messages, creating a link to your brand, and building an identity for your business that people will remember.

 

 FREE Webinar

MARKET LIKE YOUR BUSINESS DEPENDED ON IT DURING COVID

October 22 @ 2:00 pm – 3:00 pm PST

As you are approaching the busiest season for care manager’s  the holidays when families visit for the holiday and seeing their elderly parents skating on very thin aging ice

Learn care management marketing that works at all time but especially during COVID so you can:

Consult with and help client’s during COVID and post COVID

Convert Consultation into  regular clients

Understand branding       

Develop a positioning strategy so the caller chooses you

Understand lead generation in care management

Understand how to do an e-newsletter

Get the best marketing software  

Understand Public Relations Press, TV-Radio, Social Media Coverage

Understand Zoom Webinars

SIGN UP NOW  

 

 

Filed Under: Aging, Aging Life Care, aging life care manager, Aging therapist, ALCA Beneifits, brand, branding, branding ALCA business, Branding GCM Business, care manager, case manager, Concierge aging clients, Concierge caregivers, Concierge Client, COVID, elder care manager, FREE MARKETING WEBINAR, FREE WEBINAR, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, geriatric social worker, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, Marketing plan, marketing to concierge clients, marketing to the top 10$, nurse advocate, nurse care manager, Public Relations, Social Media for Care managers, social media marketing, social media marketing campaign, Webinar Tagged With: adding GCM to non-profit, branding, branding new non-profit GCM agency, geriatric care management, non-profit culture

Are You Marketing Private Care Management to The Concierge Family- Who Can Afford You?

October 7, 2020

 

Who is Your Market in an Aging Life or geriatric care management business?

That market is the rich and famous people who are your concierge clients and three other wealthy groups. The lower 90%, only call when there is a crisis and that crisis usually leads to homecare. Homecare costs between 4000-6000 a month. This is why you need to serve that top 10%. The upper 10% can afford that according to Pew research, in this nation of broad income disparity, and 90% below cannot.

Demand and not need determines the success of an eldercare business like aging life or geriatric care manager business. This fundamental fact of life must be taken into consideration when developing a business plan for a for-profit, fee-based, Geriatric care management business.

Who Can Really Afford Geriatric Care Management

The target market for a private geriatric care management business is not the 65 million families who need those concierge care management services, but the much smaller subset of those families who can afford to hire a GCM or aging life care manager and a private duty home care agency, and are willing and able to pay for the services that GCMs and can actually find their way to you.GCM-pix-2.jpg

 This subset really represents the top 10% of the economic spectrum and more precisely among the rich and famous, the top 1% who actually held onto its share of national wealth in the 2008 economic crisis, and  gained quite a bit with Trump’s tax cut in 2019 

Even Fewer People Can Afford Care Management Since 2008 Collapse

Meanwhile, the share of national wealth held by the bottom 90% fell to 25% after the Wall St and housing collapse, and these elders are tragically not the market for geriatric care managers because they cannot afford the service.

Whether you are a nurse care manager, geriatric social worker, nurse advocate, geriatric care manager, aging life care manager, any of the alphabet soup of care management names, if you have a private geriatric care management business, you can only make money and thrive as a business by marketing selling and be signing up the top 10% elder client.

Why Need vs Demand is the only Way to fiscally Survive in GCM As Hard As That May Be to GCM’s

Bob O’Toole MA, long time geriatric care manager, wrote a highly researched chapter in the latest edition of Handbook of Geriatric Care Management 4th edition  Private Revenue Sources for the Fee-Based Care Manager- Need Vs Demand in the Elder Care Market which shows aging life and geriatric care manager why you need these 10% elders and their families as customers.

COVID HAS AFFECTED CARE MANAGERS CASELOADS AN BOTTOM LINES

Like so many small businesses geriatric care managers have been fiscally affected by

coronavirus  If you have strong safety and infection control policies and feature them prominently on your web site, you should be able to make up for this budget hole created by the virus, by targeting the right clients demographically.

 

Join me in my newest FREE Webinar

MARKET LIKE YOUR BUSINESS DEPENDED ON IT DURING COVID

October 22 @ 2:00 pm – 3:00 pm PST

As you are approaching the busiest season for care manager’s  the holidays when facebook-holiday-post-4.pngfamilies visit for the holiday and seeing their elderly parents skating on very thin aging ice

Learn care management marketing that works at all time but especially during COVID so you can:

Consult with and help client’s during COVID and post COVID

Convert Consultation into  regular clients

Understand branding 

     

Develop a positioning strategy so the caller chooses you

Understand lead generation in care management

Understand how to do an e-newsletter

Get the best

marketing software  

Understand Public Relations Press, TV-Radio, Social Media Coverage

Understand Zoom Webinars

SIGN UP NOW  

 

 

 

 

 

Filed Under: Aging, aging family crisis, Aging Life Care, Aging Life Care Assocaition, aging life care manager, ALCA sales, care manager, case manager, Concierge aging clients, coronavirus marketing, Coronavirus safety elders, elder care manager, Families, FREE MARKETING WEBINAR, FREE WEBINAR, GCM bankruptcy, GCM Ethical Dilemma, GCM financial literacy, GCM Webinar, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, INFECTION CONTROL & COVID-19, LOSING CLients TO COVID, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, marketing pitch, marketing to concierge clients, marketing to the top 10$, Marketing to top 10%, marketing to upper 10%, nurse advocate, nurse care manager, Private Duty Home Care, Webinar, Webinar ALCA GCM Tagged With: aging family, aging life care manager, aging life or geriatric care marketing plan, aging parent crisis, care manager, care manager marketing, case manager, Concierge Client, Covid Budget deficit, geriatric care manager, geriatric social worker, Losing clients to COVID, nurse advocate, nurse case manager, nurse navigator, Rich and Famous, social work care manager, Upper 10%, webinar concierge care

Are You Marketing Private Care Management to The Concierge Family- Who Can Afford You?

October 7, 2020

 

Who is Your Market in an Aging Life or geriatric care management business?

That market is the rich and famous people who are your concierge clients and three other wealthy groups. The lower 90%, only call when there is a crisis and that crisis usually leads to homecare. Homecare costs between 4000-6000 a month. This is why you need to serve that top 10%. The upper 10% can afford that according to Pew research, in this nation of broad income disparity, and 90% below cannot.

Demand and not need determines the success of an eldercare business like aging life or geriatric care manager business. This fundamental fact of life must be taken into consideration when developing a business plan for a for-profit, fee-based, Geriatric care management business.

Who Can Really Afford Geriatric Care Management

The target market for a private geriatric care management business is not the 65 million families who need those concierge care management services, but the much smaller subset of those families who can afford to hire a GCM or aging life care manager and a private duty home care agency, and are willing and able to pay for the services that GCMs and can actually find their way to you.GCM-pix-2.jpg

 This subset really represents the top 10% of the economic spectrum and more precisely among the rich and famous, the top 1% who actually held onto its share of national wealth in the 2008 economic crisis, and  gained quite a bit with Trump’s tax cut in 2019 

Even Fewer People Can Afford Care Management Since 2008 Collapse

Meanwhile, the share of national wealth held by the bottom 90% fell to 25% after the Wall St and housing collapse, and these elders are tragically not the market for geriatric care managers because they cannot afford the service.

Whether you are a nurse care manager, geriatric social worker, nurse advocate, geriatric care manager, aging life care manager, any of the alphabet soup of care management names, if you have a private geriatric care management business, you can only make money and thrive as a business by marketing selling and be signing up the top 10% elder client.

Why Need vs Demand is the only Way to fiscally Survive in GCM As Hard As That May Be to GCM’s

Bob O’Toole MA, long time geriatric care manager, wrote a highly researched chapter in the latest edition of Handbook of Geriatric Care Management 4th edition  Private Revenue Sources for the Fee-Based Care Manager- Need Vs Demand in the Elder Care Market which shows aging life and geriatric care manager why you need these 10% elders and their families as customers.

COVID HAS AFFECTED CARE MANAGERS CASELOADS AN BOTTOM LINES

Like so many small businesses geriatric care managers have been fiscally affected by

coronavirus  If you have strong safety and infection control policies and feature them prominently on your web site, you should be able to make up for this budget hole created by the virus, by targeting the right clients demographically.

 

Join me in my newest FREE Webinar

MARKET LIKE YOUR BUSINESS DEPENDED ON IT DURING COVID

October 22 @ 2:00 pm – 3:00 pm PST

As you are approaching the busiest season for care manager’s  the holidays when facebook-holiday-post-4.pngfamilies visit for the holiday and seeing their elderly parents skating on very thin aging ice

Learn care management marketing that works at all time but especially during COVID so you can:

Consult with and help client’s during COVID and post COVID

Convert Consultation into  regular clients

Understand branding 

     

Develop a positioning strategy so the caller chooses you

Understand lead generation in care management

Understand how to do an e-newsletter

Get the best

marketing software  

Understand Public Relations Press, TV-Radio, Social Media Coverage

Understand Zoom Webinars

SIGN UP NOW  

 

 

 

 

 

Filed Under: Aging, aging family crisis, Aging Life Care, Aging Life Care Assocaition, aging life care manager, ALCA sales, care manager, case manager, Concierge aging clients, coronavirus marketing, Coronavirus safety elders, elder care manager, Families, FREE MARKETING WEBINAR, FREE WEBINAR, GCM bankruptcy, GCM Ethical Dilemma, GCM financial literacy, GCM Webinar, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, INFECTION CONTROL & COVID-19, LOSING CLients TO COVID, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, marketing pitch, marketing to concierge clients, marketing to the top 10$, Marketing to top 10%, marketing to upper 10%, nurse advocate, nurse care manager, Private Duty Home Care, Webinar, Webinar ALCA GCM Tagged With: aging family, aging life care manager, aging life or geriatric care marketing plan, aging parent crisis, care manager, care manager marketing, case manager, Concierge Client, Covid Budget deficit, geriatric care manager, geriatric social worker, Losing clients to COVID, nurse advocate, nurse case manager, nurse navigator, Rich and Famous, social work care manager, Upper 10%, webinar concierge care

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