Archive for September, 2010
Marketing to an Affluent Senior Market
Off to Dallas, Texas today. Grapevine, Texas to be more precise. Destination NAHC (National Association for Home Care & Hospice). The annual meeting starts this upcoming week, and I have a board meeting all day on Friday. What a time to be associated with home care. First a majority of folks prefer to remain at home if they have care needs. Secondly, the population is aging at an increasing rate due to genetics, lifestyle changes, medical breakthroughs, and environment. Thirdly, the government reimbursement programs are all scrambling to see how they cannot meet the needs of this changing demographic.
It remains to be seen how this all plays out, but the writing is on the wall for entrepreneurs to meet the needs and to continue to change how America ages, and where we age. More options are now available for living elsewhere, and more options are available for staying put. The question will be: can you afford to stay put or to move elsewhere given the current economic climate? I think the answer is with planning it is possible.
Marketing to a segment that has wealth, has mobility, has long term plans, and is not planning on slowing down is like marketing to a moving target. The secret is to get their attention when the need arises. And that, in this day and age, means using the internet and media to their greatest advantage. Simply put, when someone needs care, it comes unexpectedly and oftentimes urgently, and that is the exact moment that they want information.
This is what the internet is perfect to accomplish-someone with a specific need finding a solution. A niche market. An unmet burning need. Marketing home care services, or long term care services, is all about meeting needs, educating when that need presents, and then some personal follow-through. It is not rocket science, but it is highly competitive and there will only be a few winners.
corecubed knows how to market to a senior affluent market that needs that information there when and where they need it. We have over a decade of direct focus on the senior industry, and over a decade of satisfied customers who keep returning. What better testimonial for success?
High Water Covers all Stumps
This is just a great way to describe the mentality when things are going well. When the water is high, all the problems seem to disappear and the mood is elevated and working on long term results seems less important. However, let the waters recede, and the stumps show their ugly, dangerous heads. They were there all the time, but the high water, and the stumps lack of visibility, made them seem somehow less dangerous.
Selling products or services, maintaining profitability, working towards greater efficiencies, foreseeing the future in your industry are all things on which a business owner needs to keep a keen eye, and a sharp planning tool.
What can you do when the water is high to remember the stumps are there, so when it recedes you are not surprised at the dangers, but are equipped to navigate around them, go over them, or pass through them safely?
Here are some tips to keep you focused when times are good and when they are bad:
- Always lead with optimism, even when you can see those stumps
- Collaborate when it makes sense to do so and is practical and relevant, but watch that action is occurring and abandon process if stagnant.
- Building a culture of excellence will always pay off. Focus on it. Build it. This is a great way to get through the tough times.
- Change is good, as we live in a constant state of it. Be an agent for change.
- Go forth and be a fearless leader.
You go where you look so look where you want to go. This will get you through high water and the stumps.
Weekend Warrior: Let the Games Begin
Amassing brain power in Louisville this weekend, a dozen of corecubed’s home care agency partners who are members of our prestigious, dynamic marketing program targeted to home care are coming to town to do an all day workshop on business practices and marketing. This is a first ever for us to harness the power of the geographic exclusivity in this program, and use the members to learn from each other and to work together on best practices.
Louisville will serve as a great host city for this event, with participants staying at 21C Museum Hotel (voted #1 hotel in America by Conde Nast) in 2009. Dinner at the renowned Mayan Café on Friday night after a personal demonstration by Centre College graduate and artist Brook White at Flame Run Glass Studio and Gallery. Working all day Saturday on specific pre-identified issues, the group will relax at the Orsini-Heath home before reconvening on Sunday morning for a wrap up and takeaway task session.
There are so many benefits to being in the MOST program, but one of the soft ones is the knowledge gained by sharing successes and failures and working together to make home care in America the quality service that it needs to be. Plus we love getting to show Louisville off, and to bask in the glow of mutually beneficial relationships as we all grow and mature in our businesses.
Gas Pump Marketing: A New Strategy that Works!
The ultimate long term marketing strategy: Richie Farmer running for governor in Kentucky with his name on every single gas pump in the commonwealth. As I was gassing up on Saturday, I noticed the sticker, at eye level, on the gas pump. It was an outline of the commonwealth of Kentucky, and in large letters was written “Richie Farmer”. Wow, I thought. What a great marketing idea! First you become a basketball star for UK (not a small feat, and being named Mr. Basketball to boot), then, later on you run for agriculture commissioner as a political novice. This position, although elected, is not one that would cause much controversy or even conversation.
Now Richie may know a whole lot about agriculture in Kentucky, but, being a UK star probably did more to get him elected than anything else. And, now, he is running for governor. From a long term strategic standpoint, that agriculture position, and the potential for name recognition among anyone who operates a gas powered vehicle, is priceless. Whether or not the ticket is a good winning one for Kentucky, only the voters will determine that. But, for the time being, Mr. Farmer can rest assured that his name is prominently in front of probably 90% of Kentucky voters each and every time they gas up. Talk about smart marketing and a long term strategy. My hat goes off to that creative and innovative planning.
Gas Pump Label
Want some creative, innovative and targeted ideas that work? corecubed specializes in internet marketing, and we tie in great design and implementation so, if there is a gas pump idea out there, we just may have it working for you!
Alzheimer’s and Education and Marketing
Headed out to Vermont today to present to a VNA group about marketing their services. Just answered a question on Alzheimer’s as an expert on www.Caring.com. What do these two have in common? Education as a marketing tool for home care needs.
Is it not amazing that someone in this day and age would have a question about Alzheimer’s disease and what to do? And, even more amazing is that a physician in this day and age is diagnosing age-related memory loss. Reminds me of the joke about the malfunctioning knee and when the doctor said to his patient, “Well you are 80 years old, so you should expect some malfunctioning.” To which the patient replied, “But my other knee is 80 years old as well and it is fine.” (more…)
consultive marketing, educational marketing, home care marketing
