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.
THIS FREE WEBINAR FROM 2 PM – 3 PM PST Thursday, January 23, 2020
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