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Start-Up Geraitric Care Management Marketing and PR Checklist

October 5, 2020

To Start an ALCA or Geriatric Care management business, you must do- do marketing and public relations.( usually social workers and nurses have never done )Here is a helpful start – a beginning of PR Marketing Checklist.

This list was created by legendary former GCM Merrily Orsini, who created the model for Senior Bridge, now Humana, from her own ultra-successful Geriatric Care Management business in Louisville. She authored the chapter, Marketing Geriatric Care Management, inHandbook of Geriatric Care Management Fourth Edition. Orsini now owns Corecubed a Marketing Agency for Senior Marketing Merrily Orsini for more information.

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 develop prospect profiles, mailing lists, key factors in specific communication messages per target audience. Add to marketing excel sheets.

Want to know more?

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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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How Do You Sell Care Management to Elderlaw Attorneys?

February 12, 2020

WHO IS YOUR TARGET MARKET

As a geriatric care manager, do you want to have success in marketing to elderlaw attornies? Starting or sustaining an aging life or care management business depends on selling care management to customers who will buy will your product /service. Many are customers like adult children of aging parents who will purchase your care management services/products directly because their hair is on fire. But your business ‘s financial success also depends on third parties like elderlaw attorneys, who will refer these sometimes-desperate adult children and their aging parents.

They include good targets who will refer elders and their families to you in you have a really good marketing campaign to reach them. This ” golden” group includes elder-law attorneys, trust officers, upscale assisted living and concierge physicians. More third parties for you to contact to grow your business include county and state senior services, information and referral agencies in each county, funded by the Older Americans Act, hospital-based care managers, and physicians, including geriatricians and internists.

All of these marketing targets serve the same demographic as you do. However, the first group serves the same financial demographic as you do elders in the top 10%

.The more elder law attorneys who will refer adult children to you, the better the chances of your financial success at your GCM or aging life business. But how do you design your marketing campaign?

HOW DO YOU SELL GCM OR ALCA TO AN ELDERLAW ATTORNEY?

Once you make an appointment with an elder law attorney, how do you sell your services or products to her? First, you describe the facts about services and position your business so show them you are the best care management agency in your area to serve her or him.

But what is most important is you show the elderlaw attorney how using your agency will benefit him or her in his and her practice. What is your value to this key 3rd party? For example, elder law attorneys are skilled in their field of law but not skilled in working with dysfunctional families, rife with divorce, sibling rivalry, and bad parents. Many entitled parents did not care for them as children and now they are expected to care for that parent. Care Managers are skilled in dealing with these angry adult kids from a broken nest.

WHAT BENEFITS SELL GERIATRIC CARE MANAGEMENT TO ELDERLAW ATTORNEYS?

Here are some benefits you can show an elderlaw attorney you can offer her or him by referring to you.

You are a health care professional who can assess capacity BENEFIT you will always advise whether the older client has the ability to make legal decisions

You are expert with dysfunctional families BENEFIT–You can take therapy off att plate and help family members support the client’s legal care decisions

You Can Facilitate family meetings over non-titled assets like the salt and paper collection BENEFIT so the attorney can work on more important legal titled assets like property

LEARN TO SELL THE BENEFITS NOT THE FEATURES OF CARE MANAGEMENT

Find out many more benefits your care management skills care managers bring to an elder law attorney and other key third-party targets you meet with to garner their business and referrals.

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

When: March 6, 2019
2 PM-3 PM PST
Learn

The problems you solve for 3rd parties so they will refer to you.

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

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Should You Use Benefits vs Features to Market Geriatric Care Management

January 22, 2020

HOW DO YOU EXPLAIN HOW GERIATRIC CARE MANAGEMENT DOES?

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 this promotional content focused on what your product does?

TWO MARKETING APPROACHES

FEATURES

When it comes to marketing, there are two primary approaches you can take. 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.

Which of these approaches do you think is more effective for the seniors you serve when you find they need them?

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 that 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), 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. This is where most businesses go wrong.

Benefits

The benefit of a self-setting clock is the person with dementia cannot reset it so the clock does this automatically and as they forget medications & times, the self setting clock will remind them

The benefit of the Jitterbug phone is seniors lose eyesight and have a hard time reading text on phones. They can have medical emergencies and forget telephone numbers or get lost. The benefit of jitterbug’s large easy to see response button is it gets them one person who will help the senior even if they forgot the number. This is just like operator they used to get on the phone.It makes the older person much safer and the family members confident they can reach 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, so make you 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?” question-is to focus instead on results. 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?

You are selling geriatric care management to a long-distance son and explain the feature of care management is an assessment. 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

You could say ( product) called “Safe at Home” that will make sure his Mom is getting all the support and care she needs and 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 before they turn into a crisis, as he lives far away, always keeping him informed so he can go back to just being a son.This take a huge weight off his shoulder- anwering his ” what’s in it for me”

LEARN MORE ABOUT MARKETING GCM FEATURES AND BENEFITS

FREE Webinar

LEARN HOW TO MARKET LIKE YOUR BUSINESS DEPENDED ON IT

January 23 @ 2:00 pm – 3:00 pm PST

The busiest season for care managers is January & February after as adult children have just visited for the holiday and seeing their elderly parents skating on very thin aging ice

Learn care management marketing so you can:

Capture those desperate clients in January after the festive fright-

Develop strategic marketing that brings more customers

Market care management benefits and make the sale

Understand branding

Develop a positioning strategy so the caller chooses you

Understand lead generation in care management

Get the best marketing software

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 Thursday, January 23, 2020

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Why Do The Benefits of Care Management Make The Sale to Assisted Living

February 11, 2019

ALCA members have lately been discussing how to sell their services to assisted living. Care managers are perfect professionals to help assisted living residents when they have just moved in and are unhappy with the move when they are not participating in activities and withdrawing from friends and in general when they are nor thriving in the resident community.

But marketing care management to ALF’s 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, a feature of this particular umbrella might be its unbreakable spokes or wind-resistant construction – the benefit of which is staying dry even in strong winds that might break lesser umbrellas.

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

Let’s take a third-party. Care Managers and home care often sell to Assisted Living. They want to hear how your agency is going to help the Assisted Living site. Of course, you can describe your agency features, price, training of staff, gold stand service. However, benefits are what makes the sale and keeps the Assisted Living dry not flooded by rain.

So 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

The problem: Assisted Living does not want residents to move out most facilities are strictly non-medical and do not have one to one companion and geriatric care management services. Your agency can solve that problem.

YOUR AGENCIES BENEFITS

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 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 they remain in the facility

You will help residents not engaging in activities to participate in activities program outside activities and socialization program through a quality of life assessment & companion, so they do not want to move out of the facility

You will engage with new residents who are just adjusting to the facility and their move to engage in socialization and activity program. You can help them make friends & engage in outside activities through a quality of life assessment and companion, so they do not consider moving out

You will place Concierge Companion who will engage the client & accompany the resident to the outside or facility activities so the resident so can return to that joy. You will make monthly monitoring visits to make sure Companion are meeting all the client’s needs and keep in touch with the family and facility with frequent e-mail or telephone updates plus sending a monthly report.

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 of your agency.

10 Steps to Success in Selling Care Management to Assisted Living

FREE WEBINAR- 10 Steps to Success in Selling Care Management to Assisted Living

THIS WEBINAR BEGINS: Monday, June 2019 2 PM PST Ends 3:15 PM PST

DURING THIS FREE WEBINAR YOU WILL LEARN

How to Make a Winning First Impression at Assisted Living Sales Meeting- Preparing Presentation

What Referral Triggers to Use When Selling Geriatric Care Management to Assisted Living

What Feature to use When Selling Geriatric Care Management to Assisted Living

What Benefits to use When Selling Geriatric Care Management to Assisted Living

How to Close the Sale of Geriatric Care Management to Assisted Living

https://cathycress.lpages.co/10-steps-to-success-in-selling-care-management-to-assisted-living/

How Do You Sell Care Management to Elderlaw Attorneys?

WHO IS YOUR TARGET MARKET

HOW DO YOU SELL GCM OR ALCA TO AN ELDERLAW ATTORNEY?

WHAT BENEFITS SELL GERIATRIC CARE MANAGEMENT TO ELDERLAW ATTORNEYS?

LEARN TO SELL THE BENEFITS NOT THE FEATURES OF CARE MANAGEMENT

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