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

Do You the Have Business Skills to Run a ALCA or GCM Agency ? Watch This Video

March 23, 2021

You chose to Start A Business

You need clinical skills to start and run an aging life or geriatric care management agency but you must have business skills as well- It IS A Business.

 

Geriatric care managers need to understand revenue- how they make money to be financially to make a profit. Revenue does come from billing – but poor billing is very unprofitable billing. Money-losing billing is anything less than 85% of your client’s time. When you bill less than 85% you actually start losing money. Revenue is the high tide of money and is calculated by the number of clients you serve, new clients per month, number of clients canceling service. % of the time billed (the goal is 85%) and what you charge for travel time.

Competition Survey Mandatory To Start A Business

You need to know how to do a competition survey to measure whether you have too much competition and what your competitors offer so you can offer more and be chosen. You should also identify and survey other direct GCM competitors like the non-profit 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.

Do You Understand Branding?

You need to know branding. Aging life or geriatric care manager must use different branding and a  marketing approach that messages hyper-attention to seamless care to attract these top 10% concierge clients who can afford your services long term.

Do You Have a Marketing Strategy?

Marketing Strategy Business concept. The meeting at the white office table

Marketing your existing or new Aging Life or GCM business is vital to growth, but where you spend your marketing dollars? What marketing tactics make the most sense for you? Where will you reach your concierge client base best?

This is where your marketing strategy comes into play. Before the business can start generating large revenue, a concierge marketing strategy and sales techniques must be in place.

Your marketing message must be communicated to the concierge customer. You need to how to write a business plan, use social media to attract customers, how to do 1-1 marketing to third parties-.

Check out my  Online GCM Business Class which includes 10 modules on starting your GCM Business including one module on Organizational Design with the job descriptions for every role in a GCM agency and recruitment tools to get the best candidate.

Skills you will learn in My GCM Business Class

  • GCM organizational design skills to create your business flow chart and job descriptions, and outline how power flows down your staff to deliver gold standard care to clients
  • GCM marketing survey skills to pinpoint your area’s upper 10% clients and 3rd-party referrals to market, to make your business profitable
  • GCM competitive analysis skills to set the fee per hour your market will bear for your services and to gather information from each, to position your services vs your competition’s so clients will choose you
  • GCM timeline skills to identify and list (in a manageable, doable order), major tasks to complete before you open your business
  • GCM business planning skills to write a 13-part business plan to create a blueprint of measurable goals for your business’s financial success
  • GCM marketing skills to create a marketing plan to develop lead sources, conduct lead generation, launch social media, and conduct content marketing to gain new customers
  • GCM sales skills to position your agency to sell your menu of services
    through benefits to 3rd parties and clients through cold calling, 1-1 sales meetings, and inquiries, by knowing how to close the sale and sign the contract
  • GCM ALCA billing skills to develop a billing system that allows you to bill 85% of your time, control your cash flow, invoice promptly to make a profit
  • GCM financial forecasting skills to develop a 3-year financial forecast Excel spreadsheet to track your basic profit and expenses and to track the number of clients and billable hours needed to break even make a profit, pay back loans, hire new staff, and take a salary yourself
  • The Business class set for a start-up GCM Budget and now offers a subscription payment plan for a start-up budget

 

 

Filed Under: Aging, aging life care manager, ALCA Business Skills, Blog, branding, Branding GCM Business, care management market sizing, care management start-up, case manager, elder care manager, Families, GCM Business Skills, GCM Start -Up, Geriatric Assessment, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, marketing care management, Marketing copy, marketing geriatric care management, Marketing Home Care, marketing pitch, Marketing plan, Marketing Strategy, marketing to concierge clients, marketing to long distance adult children, marketing to upper 10%, nurse care manager, On-line GCM Business Class, Webinar Tagged With: aging life care manager, aging life or geriatric care marketing plan, Billing 85%, Business Plan, business start up, care manager, case manager, critical success factor For GCM or Aging Life business, GCM billing, GCM Business Class, geriatric care management business, geriatric care manager, marketing skills, nurse care manager eldercare manager start-up

HOW TO MARKET YOUR TELEHEALTH SERVICE With An E- NEWSLETTER

September 23, 2020

 

How do you market a COVID-19 telehealth service?

The best way during the pandemic that rages this fall is to sell your coronavirus coaching products or other services is  in an email marketing marketing campaign using an e-newsletter format in Constant Contact  or Survey Monkey  other choices

This will boost the clients you can serve, as COVID has made adult children and elderly clients hesitant about having visitors come to their homes, exposing them to the virus. You can do the intake via telehealth and continue the services if they decide to become a client if you have taken the CDC safety precautions for visiting and or rendering care to the older person

Other Ideas to Add to your e-newsletter about COVID

  • Local information about home food delivery from local grocery stores used by                   seniors or designated shoppers as elders should not even get out and shop 
  • Since large gatherings are dangerous in COVID-19-, information about accessing religious services streamed broadcast of TV or radio with the holiday season on Jewish New Year beginning the season last week – and stretching to Christmas.

Include Videos in your e-newsletter like this terrific e-newsletter that Lifespan, a care management agency in Santa Cruz, Ca. uses introducing their staff products and services during COVID. 

OFFER Quality of Life activities that your agency or another agency like Well-Being offered by Lifespan which  provides 1-1-activies done with all COVID safety pecautions for seniors who are even more isolated, lonely, and depressed during the pandemic. 

  • Recommend A COVID-19Home From the Hospital or Move Management product/service if you have one, to help families deal with discharge from hospitals after COVID -19 and not end up back in the hospital and or can move to a safer place to recover like their long-distance relative.
  • Tell a story with the COVID products you want to advertise 
  • Use your i phone to record your video

  • Include a list of great reasons that a client or customer should work with an ALCA or Geriatric Care Manager during the Coronavirus pandemic. ALCA members get this in a flyer “Why Work With An ALCA Member During A Crisis “.The Aging Life Care Association has huge resources for dealing with coronavirus impact on geriatric care management. This makes joining ALCA now a great idea in this lethal pandemic and its deadly effect.
      • 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

        Create a 5 Star Marketing Plan for the top 10% of seniors who can afford you.

        Click Here To Register 

         

        FIND OUT MORE 

         THIS FREE  WEBINAR  FROM 2 PM – 3 PM PST October 22, 2020

        SIGN UP NOW  

         

 

 

Filed Under: aging family crisis, aging life business, Aging Life Care, aging life care manager, Aging therapist, ALCA Disaster Plan, ALCA Products for COVID_19, Blog, branding, branding ALCA business, Branding GCM Business, Care Management Products, coronavirus, Coronavirus Coaching, Coronavirus emergency plan, coronavirus marketing, coronavirus quality of life virtual program, Coronavirus safety elders, coronavirus shut down, CORONAVIRUS Stay at Home Plan, Covid 19 Webinar, COVID-19 & Care Management, Covid-19 GCM Products, e-newsletter, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Webinar, Geriatric Care Management Business, Hanukkah, Holiday season, HolidaySeason and COVID, Marketing aging life care, marketing ALCA /GCM, marketing care management, Marketing copy, marketing geriatric care management, marketing newsletter, marketing pitch, nurse advocate, nurse care manager, postioning, quality of life -COVID-19, Social Media for eldercare, social media marketing, social media marketing campaign, Telehealth COVID-19products, Telehealth with ALCA, Telehealth with GCM, Therapist Specializing in Aging Tagged With: aging family, aging life and geraitric care manager, aging life care manager, aging parent care, aging parent crisis, care manager, case manager, COVID-19 intake, COVID-19 PRODUCTS, Covid-19 Telehealth, COVID-19 Telehealth product, COVID-19 Webinar, nurse advocate, nurse care manager

The 2 Deadliest US Sites of COVID-19 Nursing Homes & Prisons

May 2, 2020

PRISON INMATES AND NURSING HOME PATIENTS NOT  6FT APART – 6 FEET UNDER

70% of inmates in federal prisons have COVID-19.  In Kansas, the Lansing Correctional Facility had a riot of inmates over COVID-19 lack of care or protection  It took the rebellion to get the coronavirus testing PPE and care. The  Bureau of Prisons in Kansas confirmed finally that 79 staff have coronavirus and 88 prisons and prisoners dead.   

Older residents in nursing homes cannot rebel like prisoners. Many can’t even walk. The Atlantic Magazine just published an article, We are Killing Elders Now. The writer states “In at least six states, these fatalities account for half of all COVID-19 deaths, and according to the World Health Organization, half of all coronavirus fatalities in Europe have been traced to nursing homes too. Some of this mortality is linked to long-term-care facilities that are shoddily run or that violate health standards. But most of them are doing the best they can with what they have. And they don’t have much”.

KAISER FOUNDATION NURSING HOME STAFFING AND USE OF PPE NOT REQUIRED IN MOST STATES

Kaiser reports -Staff Screening. It is more common for states to recommend rather than require daily screening of staff for illness in NFs (24 states recommend, 16 states + DC require)

Use of PPE. More states recommend (23 states) than require (7 states + DC) staff to use PPE

 Two States that require testing for coronavirus of ALL  residents of nursing homes are  Maryland where 556 have died as of the Washington Post article. and Tennessee 

THE FEDS HAVE NO CMS FEDERAL GUIDELINES OR REPORTING

We have no federal guidelines for safety testing according to an article by the Kaiser Foundation

It is now estimated that 16,000 deaths have occurred in nursing homes and that is without the federal government revealing any numbers and not making available any testing. But the numbers are probably huge- if we could just do testing. 

CMS announced it would have a meeting of a “panel” of experts “ sometime at the end of May”. After probably 20,000 older people died and the feds did nothing this shows their sense of urgency about this pandemic’s national “elder cleansing”.

WHAT CONNECTS PRISONS AND NURSING HOMES – CONCENTRATION CAMPS

So, what is the connection between the viral spread of COVID-19 in nursing homes and prisons- 6 feet ? Prisoners and residents, in nursing homes, and prisons cannot social distance. Jails and prisons have human beings crammed together with no choice. Nursing homes have 2 beds or if you are on Medicaid three to a room. Neither group has a choice to social distance. They are ” concentrated” as in concentration camps or death camps.

Do SOMETHING – HELP NURSING HOMES PREVENT MORE CARNAGE

So, as someone who has spent her career in aging, I am calling out to everyone, especially professional in aging – do something. Since the feds appear to be doing little- call your congressman, write a letter to the editor.

BE KIND LIKE RACHEL MADDOW REPORTS LA JEWISH HOME LA WAS

Rachel Maddow suggests calling your local nursing homes and see what they need. Be kind like the LA Jewish Home was to a smaller nursing home LA Brier Oaks. They wanted to test their residents and had no tests and the larger LA Jewish Home had tests and shared them with the smaller as a good neighbor. What they found was ravaging but it also showed caring and generosity. Care and be generous and show the helpless elders in nursing homes in your town you are opposed to -nursing home being prisons or concentration camps.

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Sign Up 4 New Webinar-Sales and Marketing to Find the VIP Concierge Client

March 3, 2020

Sign up for my New Webinar Sales and Marketing to Find the Concierge Client

 The target market for a private geriatric care management business is not the 65 million families who need care management services, but the much smaller subset of those families who can afford to hire a GCM or aging life care manager can pay the $4000-6000 a month for home care and are willing to pay for the services that GCMs and can actually find their way to you.

 

How Do you find these aging families to sign up new concierge clients?

Your marketing message must say your business:

  • offers concierge solutions to the grueling aging care decisions families and clients must make.
  •  offers expert professional assistance with the tough choices aging family members must make about elder housing, medical care, personal care, finances, end of life and the myriad mind-boggling decisions they face.
  •  
  •  offers support to the aging client and the whole aging family and can transform the family to get care for the client 
  • offers support and care  to the caregiver to keep them from burnout
  • offers the exact product they will need to solve their problem like dementia care, moving an elder, quality of life, VIP care 

But is this really the message to which VIP or the upper 10% respond 

Perhaps it is that

you respond immediately to their needs as they expect

you offer community resources like private drivers, personal chefs 

you can make sure that they will be in a top-rated hospital with a VIP program that offers all the amenities they expect

Will arrange concierge services like massages and spa visits for family caregivers who are stressed by caregiving for their elder parents

 

Find out more by signing up for the free webinar

You are invited to a Zoom webinar.
When: Mar 31, 2020, 02:00 PM Pacific Time (the US and Canada)
Topic: Sales and Marketing to Find the VIP Concierge Client

Please click the link below to join the webinar:
https://zoom.us/j/128248112?pwd=ZnN2TXdDVllaaExDWlhOeFZNaVcrQT09
Password: 995808

Or iPhone one-tap :
US: +16699009128,,128248112# or +16465588656,,128248112#
Or Telephone:
Dial(for higher quality, dial a number based on your current location):
US: +1 669 900 9128 or +1 646 558 8656
Webinar ID: 128 248 112
International numbers available: https://zoom.us/u/aI9IEpdti

Filed Under: Aging Life Care, Aging Life Care Assocaition, aging life care manager, ALCA sales, Benefits of Geriatric Care Management, Blog, case manager, concierge clients, Concierge Senior, GCM Webinar, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, geriatric care manager start up, geriatric social worker, marketing care management, Marketing copy, marketing geriatric care management, marketing to the top 10$, marketing to wealth managers, Narcissistic Personality, Webinar Tagged With: adult children of concierge parents, Aging Concierge client, aging life and geraitric care manager, aging life and geriatric care manager, Concierge, Concierge Care management, Concierge Client Sales, Concierge Geriatric care manager, concierge marketing, free webinar, nurse care manager, VIP, VIP clients

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