Cathy Cress

Expert in Aging Life and Geriatric Care Management

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Should You Use Features vs Benefits of Care Management?

July 5, 2023

HOW DO YOU EXPLAIN WHAT GERIATRIC CARE MANAGEMENT DOES?

What are the features vs benefits of care management? Actually, what are features vs benefits? Think about your last few marketing campaigns. Look over some of the emails you sent to prospective customers or the social media updates you made promoting your brand-new product or service. Read over some of the blog posts you published.

How much of your promotional content is focused on how your product benefits the caller? How much of your sales pitch described what your products do???

TWO MARKETING APPROACHES

FEATURES

When it comes to marketing, there are two primary approaches you can take with features vs benefits. The first focuses on what your product or service is or does – including all the shiny bells and whistles you’ve worked so hard to develop. The other focuses on how your product or service will improve users’ lives. Features tell the customer “what” and benefits tell the customer “why”

Care Manager selling benefits vs features to elder

Which of these approaches do you think is more effective for the adult children or seniors you market to?

Take a look at the list of features below, taken directly from current advertising and marketing materials.

American Lifetime Self-setting clock for seniors with dementia It is the only one of its kind to include 5 multi-function alarms, with the option to set reminders to take medications throughout the day.

 

Jitterbug Senior Smart Phone 2  with Large 5.5″ screen, easy to see, and  5 Urgent Response button

 umbrella that opens and closes with a button 

Each is a feature-a factual statement about the product or service being promoted. But features aren’t what entice customers, ( adult children you market to), to buy your product. That’s where benefits come in. A benefit answers the question “What’s in it for me? or what will help my parent or me the caregiver”. This means the feature provides the customer/client with something of value to them. As a result, this is where most businesses go wrong.

Benefits

The feature of a self-setting clock is that it automatically resets itself & reminds the person with dementia to take their meds. The clock’s self-setting feature stops the dementia client from resetting it then forgetting needed medications & times. The benefit is the dementia patient will take meds on time, will be healthier and the caregiver less stressed.

The feature is the Jitterbug phone is that seniors with diminishing eyesight and memory have a hard time reading text on phones or recalling phone numbers. As a result, medical emergencies, are very dangerous. The important feature of jitterbugs is a large easy-to-see response button that gets them one person who will help the senior even if they forgot the number. This is just like the operator they used to get on the phone. The benefit of Jitterbug  is it makes the older person much safer and the family members confident they can reach for help if they need it

The benefit of an umbrella that opens with one button is -you stay dryer in the rain as seniors often have arthritis that can make it difficult to push open an umbrella quickly, to keep dry in the rain.

The best way to understand the true benefit of your product or service or to answer the “What’s in it for me?”  A customer’s perception of each feature’s results is what attracts him or her to a particular product or service.

WHAT ARE THE BENEFITS OF GERIATRIC CARE MANAGEMENT?

What are the features vs benefits of care management? What if you are selling geriatric care

management to a long-distance son and explain the feature of care management is an assessment? As a result, he has no idea what that is, not being a social worker or an RN. He is just a desperate long-distance son. He wants to know, what’s in it for him. What’s his benefit?

You could say you have a  product called  “Safe at Home” that will make sure his Mom is getting all the support and care she needs and  ( 1st benefit) he will not get midnight panic calls or have to scramble to make emergency flights to solve a crisis, like a hospitalization. Plus you will make sure any problems are solved (2nd  benefit) before they turn into a crisis that he has to solve from far away, always keeping him informed  (3rd benefit)so he can go back to just being a son. This feature vs benefit sales pitch take a huge weight off his shoulder- answering his ” what’s in it for me”

LEARN MORE ABOUT MARKETING GCM FEATURES AND BENEFITS

SIGN UP FOR MY FREE WEBINAR  

SELL BENEFITS NOT FEATURES & GROW YOUR$ BOTTOM LINE

When: July 20 2023
2 PM-3:30 PM PST
Learn
 

A feature is a fact    A benefit tells your customer the advantages of those facts   

Take Advantage of  One Time Low Offers on Products

You will learn

The difference between selling features vs benefits

You will learn how to sell the benefits of your services to each 3rd party you  serve

How Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients

The Benefits that make your sale to upscale Assisted Living, accountants, financial planners, Hospice

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

Even if you cannot attend you will get the recording of the webinar the next day if you sign up 

SIGN UP 

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Sell Benefits to Close the GCM or ALCA Sale to Assisted Living

June 20, 2023


Care managers must sell benefits of Geriatric Care Management to assisted living.

Sell Benefits of care managers because GCMs must sell benefits. Care managers are perfect professionals to help assisted living residents if they have just moved in, are unhappy with the move, not participating in activities, isolating depressed, or are lonely – just not thriving in the resident community.

Marketing care management to ALF’s takes some particular marketing tactics 

 

 

GCMs must sell benefits. Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them – they want what they purchase to solve their problems.

To borrow from the example of an umbrella, features of this umbrella might be its unbreakable spokes or wind-resistant construction – but the benefit is staying dry even in strong winds that might break lesser umbrellas. The benefit of staying dry in strong winds that break other umbrellas – this makes the sale.

Clients who purchase home care or care management want to buy benefits – They want to know” what’s in it for me” when they buy your service  .

GCM Sell Benefits To Assisted Living 

Let’s take a third party. Care Managers often market to Assisted Living. ALF Directors want to hear how your ALCA or GCM  agency is going to help the Assisted Living site. Of course, you can describe your agency’s features, price, training of staff, gold standard service. However, benefits are what make the sale and keep the Assisted Living dry not flooded by the rain.

But here are some benefits you can offer to Assisted Living when you are seeking referrals and you have a service  for residents that involves Quality Of Life   

YOUR GCM ALCA AGENCIES MUST SELL BENEFITS

Sell Benefits-: Assisted Living does not want residents to move out. Most facilities are strictly non-medical and do not have a one-to-one companion and geriatric care management services. Your geriatric care management agency can solve that problem by selling benefits of 1-1 Companion

 

The assisted living and retirement community population sometimes have clients with needs that cannot be met with their nonmedical, non-one-on-one support services, (usually just an activities director)

  • You will help the facility with residents who are not adjusting to the facility or considering moving by engaging them in activities that will enhance the quality of their life, SO WHAT so they remain in the facility
  • You will help residents not engaging in activities to participate in the ALF’s activities program or outside activities and socialization program through a quality of life assessment & companion, SO WHAT so they do not want to move out of the facility
  • You will engage with new residents who are just adjusting both to the facility and their move, to engage in socialization and activity programs. You can help them make friends & engage in outside activities through a quality of life assessment and companion, SO WHAT so they do not consider moving out
  • You will make monthly monitoring visits to make sure the Companion is meeting all the client’s needs, keep in touch with the family and facility with frequent e-mails, texts or telephone updates plus send a monthly report SO WHAT so everyone is on the same page through your great communication skills.

So, selling the benefits to the third party, who will refer your agency to families of residents who are struggling, is a much more potent selling point that features your agency. 

Sign Up For My Free Webinar   

When: July 20 2023
2 PM-3:30 PM PST
Learn
 

A feature is a fact    A benefit tells your customer the advantages of those facts   

 

Take Advantage of Low Offers on Products

You will learn

The difference between selling features vs benefits

You will learn how to sell the benefits of your services to each 3rd party you  serve

How Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients

The Benefits that make you sell to upscale Assisted Living, accountants, financial planners, Hospice

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

Even if you cannot attend you will get the recording of the webinar the next day if you sign up

SIGN UP 

 

 

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Filed Under: Adult children, Aging Family, aging life business, Aging Life Care Assocaition, aging life care manager, Aging therapist, ALCA Beneifits, ALCA business, Assisted Living, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benefit of Assisted Living, Benefits, Benefits & Assisted Living, Benefits of ALCA to Hospice, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits vs Features, Black RN, Black Travel RN, Blog, Care Management Inquiry Call, care management start-up, Concierge Care Manager, Concierge Geriatric Care Manager, Dementia Activities, entitled family, Features vs Benefits, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Benefits, GCM Marketing skills, GCM Start-Up, GCM Webinar, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, Marketing plan, Marketing to Assisted Living, marketing to concierge clients, marketing to upper 10%, Move Management, newsletters, nurse advocate, nurse care manager, Quality of Life for elders, Sales ALCA, Sales in geriatric care management, Sales to Assisted Living Tagged With: aging family, aging life care manager, aging parent crisis, benefits of ALCA, Benefits of care management, Benefits vs Features, care manager, case manager, features of ALCA, GCM & Assisted Living, GCM Products and Services, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, Monitoring Assisted Living Care, nurse advocate, nurse care manager, Quality of Life in Assisted Living

GCM Benefits Close the Sale to Assisted Living

June 14, 2023

Marketing Tactics – Use Benefits 

GCM Benefits led to a sale.ALCA members need to sell the benefits of Geriatric Care Management to assisted living. Care managers are perfect professionals to help assisted living residents if they have just moved in, are unhappy with the move, are not participating in activities isolating, or are general when they are not thriving in the resident community.

Marketing care management to ALFs takes some particular marketing tactics 

 

 

Although it might seem counterintuitive, consumers rarely want to buy things for the sake of buying them – they want what they purchase to solve their problems.

To borrow from the example of an umbrella, features of this umbrella might be its unbreakable spokes or wind-resistant construction – but the benefit is staying dry even in strong winds that might break lesser umbrellas. The benefit of staying dry in strong winds that break other umbrellas – this makes the sale.

Clients who purchase home care or care management want to buy benefits – what your product or service can do for them.

GCM Benefits To Assisted Living 

Let’s take a third party. Care Managers often market to Assisted Living. ALF Directors want to hear how your ALCA or GCM  agency will help the Assisted Living site. Of course, you can describe your agency’s features, price, staff training, and gold-standard service. However, benefits are what make the sale and keep the Assisted Living dry, not flooded by the rain.

But here are some benefits you can offer to Assisted Living when you are seeking referrals and you have a service  for residents that involves Quality Of Life   

YOUR GCM BENEFITS

The problem: Assisted Living does not want residents to move out. Most facilities are strictly non-medical and do not have a one-to-one companion and geriatric care management services. Your geriatric care management agency can solve that problem through the benefits of ALCA or geriatric care management.

 

The assisted living and retirement community population sometimes have clients with needs that cannot be met with their nonmedical, non-one-on-one support services (usually just an activities director)

  • You will help the facility with residents who are not adjusting to the facility or considering moving by engaging them in activities that will enhance the quality of their life, SO WHAT so they remain in the facility
  • You will help residents not engaging in activities to participate in the ALF’s activities program or outside activities and socialization program through a quality of life assessment & companion, SO WHAT so they do not want to move out of the facility
  • You will engage with new residents adjusting to the facility and their move to engage in socialization and activity programs. You can help them make friends & engage in outside activities through a quality of life assessment and companion, SO WHAT so they do not consider moving out
  • You will make monthly monitoring visits to make sure the Companion is meeting all the client’s needs, keep in touch with the family and facility with frequent e-mails, texts or telephone updates, plus send a monthly report SO WHAT so everyone is on the same page through your great communication skills.

So, selling the benefits to the third party, who will refer your agency to families of struggling residents, is a much more potent selling point that features your agency. 

SIGN UP FOR MY FREE WEBINAR  

Sell Benefits, not Features &Grow Your$ Bottom Line

 Even if you cannot make the webinar, if you sign up, you will get a recording the next day

When: July 20, 2023
2 PM-3:30 PM PST
Learn
 

A feature is a fact 

A benefit tells customers the advantages of those facts

Find out more

 WHEN YOU SIGN UP ,

YOU WILL LEARN

How to create a winning sales pitch to a third party

The difference between selling features vs. benefits

How to sell the benefits of your services to each 3rd party you  serve

What Benefits make your sale to wealth managers, elder law attorneys, and concierge physicians to get referrals for new clients

The Benefits that make your sale to upscale Assisted Living, accountants, financial planners, Hospice

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

Even if you cannot attend, you will get the recording of the webinar the next day if you sign up

SIGN UP

Sign Up

 

 

 

 

 

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Filed Under: Adult children, Aging Family, aging life business, Aging Life Care Assocaition, aging life care manager, Aging therapist, ALCA Beneifits, ALCA business, Assisted Living, Assisted Living & Geriatric Care Managers, Assisted Living Crisis, Assisted Living sales, Benefit of Assisted Living, Benefits, Benefits & Assisted Living, Benefits of ALCA to Hospice, Benefits of Care Management, Benefits of Geriatric Care Management, Benefits vs Features, Black RN, Black Travel RN, Blog, Care Management Inquiry Call, care management start-up, Concierge Care Manager, Concierge Geriatric Care Manager, Dementia Activities, entitled family, Features vs Benefits, FREE MARKETING WEBINAR, FREE WEBINAR, GCM Benefits, GCM Marketing skills, GCM Start-Up, GCM Webinar, Marketing aging life care, marketing ALCA /GCM, marketing care management, marketing geriatric care management, Marketing plan, Marketing to Assisted Living, marketing to concierge clients, marketing to upper 10%, Move Management, newsletters, nurse advocate, nurse care manager, Quality of Life for elders, Sales ALCA, Sales in geriatric care management, Sales to Assisted Living Tagged With: aging family, aging life care manager, aging parent crisis, Benefits, Benefits Care Managers, benefits of ALCA, Benefits of care management, Benefits to assisted Living, Benefits vs Features, black american geriatric care managers, black american social workers, Black Nurse Entrepreneurs, Black RN's, Black start-up geriatric care management, Black travel nurses, care manager, case manager, Features and Benefits of GCM, features of ALCA, GCM & Assisted Living, GCM Products and Services, Geriatric Care Sales Assisted Living, geriatric social worker, Marketing to Assisted Living, Monitoring Assisted Living Care, nurse advocate, nurse care manager, Quality of Life in Assisted Living

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

May 25, 2023

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?

How Do you find Concierge Clients? Your market as a care manager is the rich and famous people, your concierge clients, and three other wealthy groups. The lower 90% only call during a crisis, which usually leads to home care. Homecare costs between 4000-6000 a month. This is why you need to serve that top 10%. According to Pew research, the upper 10% can afford that 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 considered when developing a business plan for a for-profit, fee-based, Geriatric care management business and so the question becomes how do you find concierge clients?.

Who Can Really Afford Geriatric Care Management

How Do you find Concierge Clients?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 

Why Need vs. Demand is the Only Way to Fiscally Survive in GCM A   Hard As That May Be to GCM’s                         

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

How Do you find Concierge Clients – What Words do you use in your copy – what keywords do you use to attract them to you?

WHITE PAPER LANDING PAGE

Do You Know the Best Phrases To Attract VIP Care Management Clients? Click Here for FREE Download!

 

 

Sign-up for my Free White paper to learn to use the copy & keywords to sign-up for  home care or care management Concierge-VIP Clients who can afford  care management & home care as Medicare does not cover long-term care

 

SIGN UP FOR FREE WHITE PAPER

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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

Well Heeled Seniors Who Bought Payless Shoes Are Concierge Clients Too

April 12, 2023

Do You Need Concierge Clients?

 

Well, Heeled Seniors are a group you should know about Geriatric care managers and home care agencies need inquiries about services from adult children of concierge seniors. But some Concierge seniors will surprise you.  Older adults who can afford long-term geriatric care management and home care include seniors who shop at Grocery Outlet and lived very frugal lives.

Well-Heeled Seniors Who Used to Buy Payless Shoes

You may be surprised that this upper 10% of the population includes teachers and subway workers.

 

Well-heeled seniors, according to the New York Times, include middle-class retirees who buy shoes from Payless but have a defined pension so they can travel in Europe as retirees and afford care at home care and private care management when they decline

Defined Pensions Directly Affect the Quality of Aging Care

They rode the post-war economy, held jobs long term, and through that defined pension (no 401K) face a very healthy financial picture in aging.  They worked for city, county, and state governments are teachers, truck drivers, social workers, or union members in all trades. They had a career at Xerox, IBM, Campbell Soup, and big Fortune 500 companies.

Well-heeled seniors, these middle-class concierge clients, have adult children who call a geriatric care manager when they visit Mom and Dad and find care problems – or their aging parents have a health crisis. But they will really shop around as they have been raised by frugal parents on limited budgets during their childhood even if their parents now have excellent retirement through defined pensions.

They want the best service and seamless points of the compass that an aging life or geriatric care manager can give each client. These retirees lived on small salaries. Teachers who graduated in 1967 made $5000 a year. So they lived a working life of cautious shopping and tight family budgets. Now in retirement, they can sail down the Danube with their generous defined pensions and afford private duty home care and long-term geriatric care management when they need it or their adult kids who visit home or the emergency room and know Mom and Dad need help.

New Webinar-Why Merge Home Care and Care Management

FIND OUT MORE 

Webinar-Why Merge Home Care and Care Management

When-May 18, 2023 -2 PM -3:30 PM PST

If you are a home care agency consider merging with a  care management agency. A care manager is a perfect person to introduce home care to family caregivers. Care Managers sit down with the family and go over the geriatric assessment and care plan they created for the client. Last, this 1-1 care manager meeting introduces a concierge guide through the labyrinth of caregiving, showing exactly what homecare plus care management will do to solve the client’s problems, increase their quality of life and offer relief to the sometimes-desperate family members. Find out more by signing up for this free webinar

Learn

 

How this merger creates more Profit for both Care Management and Home Care

The Advantages of Merging Home Care and Care Management

Competition Survey to make third parties and Adult Children Choose you

Co-Branding the merged agencies.

Technology for both home care and care management

Co-Locating both staff.

Marketing Merged care manager home care.

Critical Success Factors for the Success of the Merger

-SIGN UP NOW 

 

 

 

 

 

Filed Under: Aging, Aging Family, aging family crisis, aging life business, Aging Life Care, Aging Life Care Assocaition, aging life care manager, ALCA Beneifits, Blog, care manager, case manager, Concierge Senior, elder care manager, ETHICAL DILEMMA, Families, FREE MARKETING WEBINAR, FREE WEBINAR, Geriatric Care Management Business, Geriatric Care Manager, geriatric care manager, geriatric social worker, Long Distance Care, Long distance caregiver, marketing care management, marketing pitch, marketing to concierge clients, marketing to long distance adult children, nurse advocate, nurse care manager, Webinar Tagged With: affording care management, Aging Concierge client, aging life and geraitric care manager, aging life care manager, aging life or geraitric care manager, black american social workers, black americans, Black Nurse Entrepreneurs, Black RN's, Black start-up geriatric care management, Black travel nurses, care manager, case manager, Concierge Care management, Concierge Care Manager, Concierge Client Sales, Concierge Geriatric care manager, Concierge Home Care, Concierge Senior, Defined pensions, geriatric care manager, geriatric social worker, LCSW aging, nurse advocate, nurse care manager, retire with defined pension, retiree defined pension, well heeled seniors

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