Marketing Tactics -Use Benefits
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 and are unhappy with the move if 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. The benefit of staying dry in strong winds that break other umbrellas – make 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 is going to help the Assisted Living site. Of course, you can describe your agency 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.
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
YOUR GCM ALCA AGENCIES BENEFITS
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.
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 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 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 sending 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 of your agency.
Free Webinar –
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
2 PM-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
What Criteria Does The Assisted Living Customer Use to Make a Purchase 
Fix it and fix it until it is “Flawless “Service in Assisted Living– just the way the top 10% expect it to be. They want a 5-star hotel service and will buy when you try to sell to them.
