Cathy Cress

Expert in Aging Life and Geriatric Care Management

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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

You Need a Virtual Rolladex on Speed Now to Market in Covid-19

May 20, 2020

,

 

What is a Rolladex on Speed?

During the Covid-19 pandemic, when many geriatric care managers are shut down, they need a  virtual rolladex on speed- or an email marketing and marketing automation platform. An email marketing database is essential for keeping your prospective, existing customers warmed up and ready to buy your services or products. You store your contacts or customers and send information that will entice them to use your agency. Constant Contact is the most common. I use it because it has great customer services for non-natives in technology like me plus excellent templates. But other alternatives like Survey Monkey and  Moosend and many others can be considered. Think of this as your old Rolodex on speed.

During this pandemic, this gives you the ability to let your third parties like elderlaw attorneys  and existing an potential new clients  know you are still here, still care about their needs and show them what preventative steps you have taken in

Advertise Your Agencies Coronavirus Universal Saftey Precautions

Use the e-mail newsletter to update contacts on your staff’s training in universal precautions and use of all the necessary masks, gloves, and PPE . You should assure that caregivers are required to take their own temperature prior to each shift and all shifts are available. 

Share Community Resources During Pandemic

You can let clients and 3rd parties, know helpful information about coping with “shelter in place”, in your town. For example, a list of all the grocery stores that deliver, as older people are not supposed to go shopping or if they do -the times when only they are allowed in the store. If your care providers can do that shopping you could add this to the newsletter.

If you do a Virtual Quality of Life Program for lonely and isolated seniors unable to get out during Covid-19, share your service in the newsletter. If you do not offer a Quality of Life program, point them toward geriatric care manager Nina Herndon’s excellent virtual quality of life program. 

If you have a partnership with your county health department, which is a very good idea, you can add that in your newsletter. You can keep customers up to date on Covid-19 information in your area. You can both use it in your agency and share it through your newsletter. Other ideas are adding photos of your staff in PPE or even staff making masks if you have sewing talents. Or there is  a volunteer group in your county making PPE for hospitals, share that and with photos in your newsletter

 

Care Management Start-Ups -Start an E-newsletter Now

Any aging life or geriatric care management business has to start out with a foundation of great customer relationships. Get an email marketing database now or before you open your doors and fill it up with contacts including old, new and potential clients,3rd party referral sources like- elder law attorneys, trust officers, concierge physicians, and all target professionals who refer families to you who need GCM.

 You, the aging life or GCM marketer, must connect with aging families who need your product at this time of the pandemic and at all times in the future. The best way is through your social media database.

As your company expands these Aging Life or GCM business connections grow more sophisticated.  You start to manage a myriad of connections, across time, within each referral contact you do business with.

Join Me in My New Free Webinar 

Conquer Care Management Sales- 5 Steps Close the Sale on COVID-19Products

Boost Your Sales in COVID-19 Slow Down

Sales have severely declined in COVID-19. Learn how to increase your, clients, through all your

products but especially new Covid-19 and telehealth. Sell Successfully this and any GCM product in a 2-part intake. Closing the sale means the client signing your

contract and giving you a deposit. Most care managers are untrained and terrified of this process.

They are more terrified of going out of business with COVID 19

Learn the 5 steps to make and close a care management sale to get that contract signed, get a deposit, grow your business, bolster cash flow, make payroll, and stop you from being one of the 50% of new US businesses that fail after five years.

When?

Date Tuesday, June 23

Time 2:00 PM -3:30 PM

You will Learn

What are Covid-19 GCM Services you can offer

How to make the sale in the inquiry call -with a complimentary consultation

How to ” Identify needs using client” challenge questions” to find the problem you need to solve to make the sale

How to present your offer by selling solutions to the problem with a mini care plan

How to manage objections if the caller has concerns about price or product

 How to close the sale with non-aggressive closing questions to have your contract signed, get a deposit, and grow your business with a new client

SIGN UP FOR FREE 

Filed Under: Blog, Contract signed, coronavirus, coronavirus marketing, coronavirus shut down, Covid 19, COVID-19 & Care Management, e-newsletter, elder care manager, email newsletter, FREE MARKETING WEBINAR, FREE WEBINAR, marketing ALCA /GCM, marketing automation platform, marketing care management, marketing newsletter, nurse advocate, nurse care manager, Quality of Life Virtually, Webinar ALCA GCM Tagged With: aging family, aging life care manager, aging parent crisis, ALCA marketing, care manager marketing, coronavirus, Covid-19, COVID-19 PRODUCTS, e-newsletter, GCM services, geriatric care manager, marketing automation newsletter, nurse advocate, nurse care manager

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

March 22, 2020

Michelle-Dockery-Laura-Carmichael-and-Jessica-Brown-Findlay-by-Jason-Bell-for-Vogue-UK-August-2011.jpg

 

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.

Learn 5 critical success steps to start and run a profitable, GCM business

This includes marketing to Concierge clients, from Cathy Cress, the author of the Handbook of Geriatric Care Management now in its  4th edition.  Sign Up Now  

iStock_000020888499_Medium.jpg

Free Webinar-Sales and Marketing to Find the VIP Concierge Client

March 31, 2020 -2PM -3:30 PM PST

Concierge Clients are the only way a GCM or ALCA care manager can make a profit and have their business thrive.

Find out who are they, how you find them, design GCM Products they will purchase, and create a marketing plan and gold standard services to have them sign your contract and use your services long term

Learn

Who They Are- 4 Types

How to Locate them in your service area

How to create a strategic marketing plan to sell to them

How to Develop Gold Standard GCM Products and Services

 

SIGN UP NOW

 

Sign up for this limited enrollment webinar that will teach you to sidestep the 8 out of 10 entrepreneurs who start businesses and fail within the first 18 months.

 SEE YOU THERE 

Cathy Cress MSW

 

 

 

 

 

 

 

Filed Under: Aging, Aging Life Care, Aging Life Care Assocaition, aging life care manager, care manager, case manager, elder care manager, Families, FREE MARKETING WEBINAR, FREE WEBINAR, GCM bankruptcy, GCM Ethical Dilemma, GCM Webinar, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing to concierge clients, marketing to the 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, geriatric care manager, geriatric social worker, nurse advocate, nurse case manager, nurse navigator, Rich and Famous, social work care manager, webinar concierge care

What is Best Care Management Marketing Copy for Upper 10%

February 17, 2020

 

What is Secret Sauce To Marketing to rich and famous’?

As you market to the top 10% of elders and really to their adult children, here is some marketing copy from a story in the New York Times. When you do an intake you have to find ” where is the pain” for the adult child. So use these care manager pain relievers as marketing copy showing how as a geriatric care manager offers soothing relief from aging parent pain.

 

Breaking Barriers

 

Aging life care managers negotiate barriers for adult children. Geriatric care managers are like personal chefs, personal shoppers, and concierge physicians. You serve the top 10% of adult children who buy privacy, exclusivity, time, human contact and a navigator to negotiate barriers for them.

Purchasing your services, offer adult children caregivers, privacy and exclusivity simultaneously just like the New Yorkers in this NYT article.

 

Buying Privacy

As this Times article states,” in the age of social media that privacy has become a rare commodity”. By purchasing at-home services for their parents, “they are buying private, exclusive services that offer a much-needed product- parent – care.

The upper 10% of your market demands a one to one personal physician, chef, shopper or care manager because they recognize their status by delivering gold standard care. As a one to one service, you find personal chefs, drivers concierge physicians. They can pay for these services to buy that recognition

Buying Navigation to Parent Care

As aging life or geriatric care managers, you are a private concierge to navigate the adult child to the best services for aging parents. Just like the New Yorkers in this article, adult children have to negotiate everything, their kids’ schools and college, problems, their jobs, their budget, their clothes for the high powered job, their work, their commute, on top of their aging parent’s crises.

Use Upscale Continuum of Care Local Resources

The upper 10% of affluent New Yorkers, like most Concierge clients, want everything done for them, including the most painful part (besides teenagers-) help with their aging Mom or/Dad. This is where you come to the rescue. You offer a human service they buy in their busy, hectic life. You negotiate everything to help their aging loved ones.

Care Managers break the barriers through confusing aging services in the city, state and nationally-to get their parents the best care. You, the concierge, take over the top major, the painful obligation in their life– negotiate for Mom or Dad’s  aging P

Buying Human Contact

Adult kids buy human contact. The professional relationship a care manager has with an adult child is emotionally caring just like a concierge physician. It bridges personal chefs and shoppers because you assess their problems (like a Dr. does tests) and find out intimate relationships, facts, and secrets. In a world where bedside manner is gone, a concierge physician gives that human contact. In a world where the family no longer lives next door and supports each other, geriatric care managers give that human contact and support that is gone in most working families living long- distance from their clan.

 

 

 

Marketing Copy for You

These are all sales points to use when you do an inquiry with an adult child or sales presentation with a third party: privacy, exclusivity, time, human contact and a navigator to negotiate barriers for adult children.

 

Aging life care managers negotiate barriers for adult children. Geriatric care managers are like personal chefs, personal shoppers, and concierge physicians. You serve the top 10% of adult children who buy privacy, exclusivity, time, human contact and a navigator to negotiate barriers for them.

Join me in my new FREE Webinar
Learn to Sell Benefits not Features to Third Parties to Grow Your Care Management Bottom Line

When: February,20th 2020
2PM-3:30 PM PST
Learn
 

What is a benefit vs features and how to find benefits for each 3rd party you market to?

What specific problems you solve for wealth managers, elderlaw attorneys, and concierge physicians  

What specific problems to solve for upscale Assisted Living, accountants, financial planners, MD’s  

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

SIGN UP

Filed Under: Adult children, aging family crisis, aging life business, Aging Life Care, Aging Life Care Assocaition, aging life care manager, Assisted Living, Assisted Living Crisis, Benefits vs Features, Blog, care manager, Concierge aging clients, Concierge Client, concierge clients, Concierge Senior, elder care manager, geriatric social worker, Marketing copy, marketing geriatric care management, marketing pitch, marketing to the top 10$, marketing to upper 10%, nurse advocate, nurse care manager, Wealth Management Departments Tagged With: aging family, aging life care manager, aging life marketing copy, aging parent care, aging parent crisis, ALCA marketing, Care Manager as Pain reliever, care manager marketing, case manager, concierge marketing, crisis with aging parents, geriatric care manager, marketing aging life or geriatric carre management, marketing geriatric care management, marketing to adult children, Marketing to Concierge Clients, marketing to entitled adult children, Marketing to upper 10%, New York Times, nurse advocate, nurse care manager

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