Cathy Cress

Expert in Aging Life and Geriatric Care Management

Adding Aging Life or Geriatric Care Management? How Do you Market It?

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Adding PDHC to your care management agency can significantly increase revenue

but it also involves several changes to your operations, marketing, hiring, and overall agency management. In the 2013 Care Management Benchmark Study, care managers who owned a home care agency made four times the revenue in-home care in 95% and in all cases made double their revenue.1 The process follows many of the same steps outlined in the previous sections on adding care management to PDHC agencies.

Merger Gives You Ultimate Control

The addition of PDHC staff gives you ultimate control of the care management process because you have control across the entire relationship with the client, from care managers to PDHC staff, if your client chooses PDHC. You do not have to depend on the integrity, safety, and reliability of outside care management agencies to deliver high-quality care to your customers.
However, this means adding a large burden of creating that safe, reliable PDHC staff yourself to those clients who are care management clients (i.e., all PDHC clients must have some level of care management). If you choose to accept PDHC clients who are not care management clients, don’t plan on these clients automatically becoming care management clients because families that start with PDHC alone tend to stick with PDHC only.

To change that, we suggest marketing internally to your  PDHC clients using several case studies that show how care management can enhance the quality of PDHC; otherwise, families often opt for the lower-cost option of only PDHC— and assume you (as their agency) will provide care coordination and perhaps care management for free. You can also present care management services when the home care family is in a crisis like the care provider is burnt out and ready to unnecessarily going to place  the elder, or when the elderly client needs to move because ( Move Management)

Market to your Existing Home Care Clients to Sell care management

We also suggest adding care management products that care managers can do successfully for home care clients like Home From the Hospital. If you have a home care clients who is facing hospitalization and your family is long-distance offer this care management product. Here a care manager can guide the client and family through pre and post-plus in the hospital to successfully help the family, who if long-distance needs a guide who is right on the ground to be the surrogate family member guiding the patient to a successful discharge home without readmission and working with a Medicare agency post-discharge. Adding other care management products to your new merged menu of services. This will be an effective tool in competing against PDHC agencies that will likely position themselves against your practice as a low-cost option. You need to be able to show the incremental model that geriatric care-managed PDHC offers versus stand-alone PDHC.

 

Want the Care Managment Benefits You Can show an Elderlaw Attorney?

WHO IS YOUR TARGET MARKET

How do you sell your care management to an elder law attorney? As a geriatric care manager, you want to have success in marketing to this group? Why? prime targets are  3rd party targets including elder law attorneys. They are in the top five third parties who do not hire you but make great referrals to your agency. How do you sell your care management -your business financial success depends on third parties like elder law attorneys, who will refer these sometimes-desperate adult children and their aging parents.

These good  3rd part targets will refer elders and their families to you if 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 the 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 sell your care management through designing your marketing campaign?

HOW DO YOU SELL CARE MANAGEMENT  TO AN ELDERLAW ATTORNEY?

How do you sell your care management to an elder law attorney? Once you make an appointment with an elder law attorney,  you sell care management 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.

Your business financial success depends on selling to third parties like elderlaw attorneys, but you have to use specific sales points. The next important sales point and the key one is you showing the elder law attorney how using your agency will “benefit him or her” in his or her practice.

How do you sell your care management- through your value to a 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. A benefit to an elder law attorney who is not skilled in therapy is  Care Managers are therapeutically skilled in dealing with these angry adult kids, blood, or step from a broken nest.

WHAT BENEFITS  SELL GERIATRIC CARE MANAGEMENT TO ELDERLAW ATTORNEYS?

Benefits for elderlaw attorneys can show them  “What’s in it for them 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 an 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 who is not a therapist can work on more important legal titled assets like property

LEARN TO SELL THE BENEFITS NOT THE FEATURES OF CARE MANAGEMENT

Find out when you sell the 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.

Sign up for my free webinar coming up very soon and already nearing the 100 person limit 

 

When: March 15 2022

 


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

Sticky note on blackboard, Limited time

 

 

 

 

 

 

 

You will learn

  • The difference between selling features vs benefits
  • You will learn how to sell the benefits of your services for 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 you5 sale to upscale Assisted Living, accountants, financial planners, Hospice
  • Step by Step 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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