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.

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

March 22, 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.

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

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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.

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When: February,20th 2020
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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

Why Do Care Manager’s in Business need a Rolladex on Speed ?

January 9, 2020

You Need a Rolladex on Speed

If you are an aging life or geriatric care manager- you need a contact database or Customer Relationship Management database CRM. This is a marketing database where you store the customers you market to and is a tool to do that marketing. Think of this as your old Rolodex on speed.

Customer relationship management software is a tool to organize your contact info and manage your relationship with current and prospective customers, clients, and other contacts. They’re address books on steroids—the modern version of old-fashioned Rolodex.

Any aging life or geriatric care management business has to start out with a foundation of great customer relationships. Get the CRM database before you open your doors and fill it up with referral sources to your customers- mainly- elder law attorneys, trust officers, concierge physicians and all target professionals who refer families to you who need GCM.

You, the aging life or geriatric care management seller, must connect with aging families who need your product. The best way is through your CRM database and these key referral contacts.

It is a tool because unlike a Rolladex, or an Excel spreadsheet with lists of marketing targets, a CRM can send a form elder law letter to all elder law contacts individually addressed. You can use the CRM to track all calls, newsletters sent, emails, or marketing visits to a concierge physician to track the ” touches” you made in marketing to that third party. It will do mass mailings even newsletters.

Add Your Continuum of Care To Your CRM

You add all of your “continuum of care” or all aging health care contacts in the community that older clients might need as they age. Why? These health care contacts (physicians, elder mediators, CCRC, elder law attorneys , assisted living, or MFT who specialize in aging) help you weave a care plan-

You use the CRM marketing database to track marketing appointments customers etc. But what do you do when you show up at the marketing appointment. Do you know how to market to third parties like attorneys, concierge physicians, wealth managers, etc. ?

Learn more about Marketing Aging Life or Geriatric Care Management

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10 marketing messages for Adult Kids Who Call 911 GCM After Holidays

December 29, 2019

“Geriatric care managers are wonder woman for long-distance care providers? “

This is an important marketing message for care managers to use for the call you will get from long-distance family members who just spent the holidays with aging parents and freaked out at the decline.

So be prepared with terrific marketing copy and messaging when they call you.

Your copy in an ad or website should include-

“It’s a preventative and prudent idea to have a geriatric care manager in the town where your older relative resides. If there is a crisis, it is cheaper to have a GCM solve it. In an urgent situation, a care manager can go to the hospital or emergency room. This is saner and more cost-effective than you getting on last-minute, expensive flights. You can still go but they can immediately be there to deal with the crisis. They are good insurance.

Even when making marketing visits to 3rd parties like elder law attornies or wealth managers, you can pitch “Before any crisis, the GCM do an initial assessment and visit your long-distance older relative periodically (once a month, once every two months).This is preventative. That way they are there for you when you need them and have all the information to solve the problem.”

Here is a better marketing message for long-distance adult children:

“Think of care managers the way you do one of those “blow-up beds.” You can pump them up when you need them in a crisis—actually avoid that crisis, and you yourself can sleep more soundly and with more peace of mind in your own bed.

Some of the things a geriatric care manager can do for long-distance care providers are:

1. Save you money by helping keep your parent out of the hospital and you off emergency long-distance flights.

2.Facilitate a family discussion of needs, resources, and division of labor among friends family

3. Recommend ways to proactively prepare and plan for a parent’s possible health care crisis.

4. Work on family cooperation to formulate a realistic parent-care plan.

5.Assess the strengths and weaknesses of all of the potential caregivers

6. Help adult siblings resolve conflicts about care decisions.

7. Help siblings act together in the best interest of the parent

8.Decrease the tension between hometown and long distance siblings

9. Help the long-distance care provider deal with guilt and frustration that may result from their inability to provide more of the day-to-day care.

10. Locate aging resources in your elder parents’ area quickly and without you having to do it.

Learn more about gaining new long-distance care provider clients -this coming holiday season.

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