Marketing to top 10% Archives ⋆ Cathy Cress

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?

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.

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 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

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