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Visit the family of corecubed websites for homecare marketing products and services

Oct 28 2015

Marketing Geriatric Care Management: I wrote the book!

Posted by Merrily Orsini

NEW marketing geriatric care management chapter is worth a horn toot.

Tooting my own horn over a new chapter just published on marketing geriatric care management.

Well, I wrote the CHAPTER IN the book, that is. The 4th edition of the Handbook of Geriatric Care Management was just published by Jones & Bartlett and the chapter on marketing geriatric care management was, once again, written by me. The first edition I wrote a chapter on the future of the aging care industry, and the next three editions I have written how to market a geriatric care management business.

How to add geriatric care management to a home care business is probably the number one question I get when I speak around the country. The coordination component is one key to aging in place safely. Understanding the implications of the variety of factors that cause someone to need care allows for wise counsel when deciding on where the best place to age in place is.

So, yes, I am tooting my own horn on this one, but it is a horn worth tooting. An investment in a textbook that explains all the intricate parts to a geriatric care management business is a wise investment. The future of our home care industry will be heavy with need for those who understand all the moving parts, the silos of service, the chronic disease variations and what is needed to have safe and effective care at home, wherever home is.

So, when you have any question about who is the best at marketing aging care services, find the answer with my team corecubed, and let us discuss  with you how we can best take your idea or business to market for best results.

Oct 16 2015

Where do senior care buyers go when they need information?

Posted by Merrily Orsini

Marketing moments are not limited with mobile access.

Going mobile is the key to being found for care.

The data is in from the latest surveys from actual caregivers. Where do they turn when they need information? By far, they turn to the internet to find answers to questions and to find out if resources are recommended by others.

Only 17% said they go to trusted advisors. 29% use review sites and 27% said they go to the business website. Click here if you want to views the presentation on the latest survey results. They are eye opening and should be a game changer to a business if digital marketing, full of content and engaging tactics are not in the marketing plan and being implemented appropriately.

Couple this with the latest marketing information on mobile usage, and, as a business owner, what should be the #1 priority for marketing? The agency website! That, coupled with ongoing educational content and correct usage of social media, should form the basis for marketing.

Networking in the community should be a close second, and that networking can be supplemented by correct website and social media design and consistent usage. Publicize the events attended. Take photos and share on social media. Post information whenever possible that extends the agency brand, shows involvement in the community, and showcases the good work the agency is doing.

Just a quick reminder, that, no matter what changes are going on legislatively or with regulatory changes, the agency still has to maintain market share and be visible.

And, where do smart senior care providers go when they need to boost their online presence? Why, to corecubed, of course. Give us a shout either online or on the phone and we promise you will not be disappointed. Afterall, we know senior buyer behavior like the back of our hand, and we would love to help.

Oct 6 2015

Minimum Wage and Overtime Ruled a Regulation for Home Care Agencies

Posted by Merrily Orsini

Who benefits and who loses with new overtime ruling?

Will the elderly and disabled suffer under harsher overtime laws?

Today the Supreme Court denied a requested Stay of the Court of Appeals ruling on the minimum wage and overtime regulations for home care workers. This means that if a home care agency has been using exemptions for minimum wage and overtime payments for employees who provide companionship services and live-in care within a home, they must abide by the new rules which will go into effect on or about October 13, 2015. In at least 27 states (where state law has not afforded the home care workers with minimum wage or overtime protections) pay practices will have to conform to the new regulations.

What does this mean to home care agencies (employers)? If an agency works within one of those 27 states, and has been using the exemption to pay workers less than minimum wage or has not been paying overtime, it means an immediate change in ways of doing business. Business models, employment policies and scheduling practices must ensure that companion and live-in workers receive minimum wage and either a) do not work more than 40 hours per week or b) receive overtime for any hours worked in excess of 40. This also means that employers must ensure that they document all hours worked by an employee. This is especially true for live-in workers. For live-in situations, the employer should create and enter into agreements to exclude certain specific times from hours worked, such as sleep time, meal time and other periods of complete freedom from work.

Since 1974, federal law has exempted home care workers hired through third-party staffing agencies from wage and overtime requirements. This change in exempt status for third-party party employers was a basic outcome of the 2007 ruling in Long Island Care at Home, Ltd. v. Coke, 551 U.S. 158 (2007).

The healthcare industry is (hopefully) shifting away from institutional-based care to home-based care. The FLSA provides employees, amongst other things, with a guaranteed minimum wage and overtime pay for hours worked in excess of 40. However, the FLSA has long exempted various categories of workers from the protections of the FLSA, such as certain workers providing services in a household. This includes persons who provide “companionship services” and persons who live in the homes where they provide care. Although not explicitly provided for in the text of the FLSA, in 1975, the DOL extended the “companionship” and “live-in domestic-service” exemptions to employees providing such services for third party employers.

The DOL started pushing for an overhaul to the exemptions (citing dramatic changes to the healthcare industry during the past several decades) and issued new regulations specifically eliminating the companionship services and live-in domestic-service exemptions for third party employers. Additionally, the DOL narrowed its definition of “companion services” so as to only apply to home care if the services do not exceed 20 percent of the total hours worked in a given week. According to the DOL, the purpose of the change was to protect workers who depend upon employers for their livelihood.

With 10,000 boomers turning 65 each day, the government projects a 48 percent hike in employment of home health aides from 2012 to 2022. This makes at-home services to the elderly and disabled one of the fastest-growing occupations in the U.S.

This industry, estimated at $84 billion, is only expected to grow as we are in the midst of a large shift from caring for the elderly in their homes rather than in nursing homes, which labor advocates argue requires medical care and assistance that surpasses the “companionship” services envisioned in 1974.

Chief Justice Roberts of the U.S. Supreme Court denied the Application for a Stay of the Court of Appeals ruling. More to come about what this means to the healthcare industry. For now, it means that many home care companies across the United States have a short window to change how they are servicing this nations elderly and disabled.


Sep 22 2015

Consult the Home Care Marketing Experts at the 2015 HCAOA Leadership Conference

Posted by Merrily Orsini

Home Care Marketing ExpertsThe biggest piece of advice that writers get is, “Write what you know.” While this advice can be debated in the fiction world (How many sci-fi writers have actually been to space or even worked for NASA?) the advice certainly holds true for non-fiction writers and bloggers. When you write what you know, you write with more confidence and authority because you bring a level of expertise to your content.

This advice can, and should, be applied to marketing as well. Marketing what you know means that you can approach clients and their campaigns with a level of knowledge that other marketers simply cannot. Marketing home care is very different from other types of marketing for two very important reasons:

  • It’s a service that people don’t pay attention to until there is a specific need. (Mom fell while at home alone and couldn’t get up or call for help all day.)
  • It is often an emotionally driven service with a lot of trust inherently built into it. (I feel guilty for not caring for my mother myself. How can I know that the caregiver from your agency is trustworthy?)

Because marketing home care is so different from marketing other products and services, having someone in your corner who understands the differences and knows how to approach them in a way that gets results is vastly important.

Know Your Customer

Not only is it important for your marketing firm to understand your industry, it’s also essential that they know how your potential clients tick. What goes on inside their minds when they search for and decide on home care services?

In the world of home care, customers are, as we said previously, facing new and emotional circumstances. Adult children who are looking for care for an aging parent often feel guilty for not being able to provide full time care themselves. They are stressed and searching for someone they can trust to help. In order to convince your target audience that your agency is the right choice, you need to make a connection with them by providing the answers they seek, the expertise they crave, and/or the identification of better solutions for their unique situation. And, the more professional your agency looks on the outside (i.e. your website, your brochures, your social media presence, etc.) the more at ease they feel with you.

At corecubed, we made the decision to focus all of our talents and energy on helping the aging care industry market more effectively because we have the experience and expertise, and we recognized the need so many agencies have for a marketing partner who has an in-depth knowledge of their industry.

At next week’s HCAOA Leadership Conference we’ll be showcasing that expertise and we hope you’ll join us!

On September 29th at 9:00 AM, I will be presenting “The Psychology of Home Care Buyers & Referrers: Why Content Marketing Works Wonders” in which we will cover how the psychological buying path of a person seeking in-home care services for a loved one is far different than the psychology of someone wanting to purchase dry cleaning, window washing, landscaping, and so on. I’ll also also discuss the different psychological processes at play for those professionals who refer in-home care services to their clients.

To learn more about my presentation and other offerings at this year’s conference, take a look at HCAOA’s online brochure.

I hope to see you in Washington, DC next week! Be on the lookout for the corecubed team while you’re there (wearing all purple, of course) and make sure to come say hi!