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    Feb 18 2015

    The Top 3 Ways to Can Spam

    Posted by Merrily Orsini

    Avoid spam in your home care marketing emailsMuch like its mysterious meat product namesake, spam in the Internet world contains a lot of unknowns – and can be pretty unpalatable, too, particularly when your beautifully written and designed digital marketing communications are blocked from your target audience.

    Maneuvering around spam filters is a complicated and ever-evolving science, but there are several steps you can take to ensure your message gets through:

    Avoid Spam Trigger Words in Your Subject Line: While the list of potential spam-triggering words is exhaustive, scanning through this list provided by HubSpot and steering clear of these words and phrases is a good starting place.

    Adhere to CAN-SPAM Act Requirements: This set of rules relates to all commercial email, and includes:

    • Using accurate header information
    • A subject line that matches the content of your message
    • Identifying an ad as an ad
    • Including a physical address
    • Providing an opt-out option
    • Honoring opt-out requests promptly

    Avoid These Common Mistakes: MailChimp has compiled a list of spam-triggering errors, including:

    • Too many exclamation points in text
    • Using all caps or bright red or green fonts
    • Sloppy coding
    • Sending just an image with little or no text
    • Bad content

    Clearly, getting your message through to those who need to hear it is no easy feat. And even if it does get through, is your audience receptive to what you have to say?

    Keeping your finger on the pulse of your campaigns by reviewing your post campaign analytics is crucial to providing your readers with content that resonates with them. By paying attention to what article topics are most popular in terms of click-throughs and open rates, you can plan future content accordingly.

    At corecubed, we recently analyzed results of our home care industry enewsletters – one of the most popular items offered through our MOST marketing program – to discover the topics and types of content that are of greatest interest. Not surprisingly, anything related to Alzheimer’s tops the list of content that captures interest, followed by articles related to caring for an aging parent.

    corecubed is committed to producing high quality aging care content and visuals that get through and get results. From SEO-friendly blogs and enewsletters to social media content, website copy, brochures, and more, call on corecubed’s aging care experts for all of your marketing needs. Spam-free.

    Feb 15 2015

    Aging Life Care Professionals: Do You Need One?

    Posted by Merrily Orsini

    Chautauqua offers seniors exciting opportunities

    Aging Life Care Means Exploring Options

    Just finished writing my chapter for the latest addition of The Handbook of Geriatric Care Management published by Jones & Bartlett, and compiled by editor Cathy Jo Cress. As I was almost finished writing, I found out that the National Association of Geriatric Care Managers had decided, after careful marketing study, to change the name from Geriatric Care management to Aging Life Care. The professionals who provide this service will be known as Aging life Care Professionals, rather than Geriatric Care Managers. What do YOU think about this change?

    What I think is that geriatric care management (aging life care) is a service that can work in tandem with home care to allow a person to stay at home, if desired, longer. Actually, it is completely possible to stay at home from frailty to the grave, and with an Aging Life Care Professional in the mix, the patient/client becomes the focus. The patient’s/client’s family is considered when working on a plan of care, as well as the ability to pay for services, the informal and formal support systems in place, and the community’s ability to offer some assistance when different services are needed.

    Does this start to sound familiar? All the things that an Aging Life Care Professional does, are the exact same things that all the Transitions to Care folks are trying to learn. You see, the Aging life Care Professional first looks to the client and the client’s care team to make recommendations as to what kind of care is needed, and for how long. How to pay for that care is also considered, as well as who should be providing it. Communicating among professionals is a given, and keeping all in the loop is an expectation.

    Because of the numbers of those aging, it is important that we get this right. In 2012 there were 39 million people over 65, and in 2014 there are 43 million, In fact, 10,000 people are turning 65 each day. Now, turning that magic age does not mean that care is immediately needed. In fact, most care is not needed until a person reaches 80. So, that means that, when the first boomers reach 80 in 2026, the onslaught for care will begin. Understanding what aging means in terms of frailty, functionality, and needs is at the heart of the aging life care profession.
    Marketing has changed in the last several years, and, because of technology it is changing more. Marketing aging care is now, more than ever before, about being where someone seeking care is looking. And, furthermore, it is about having the right information when the person seeking care finds you.

    And, since geriatric care management has been around since 1987 or so, and it is still confusing to many professionals, perhaps a name change is, indeed, in order. Perhaps an Aging life Care Professional is a more palatable name for someone who needs to be included in the care team. Whatever the name, the services and the business name must be communicated to a willing and receptive audience.

    As the author of the marketing chapter in this important revised text book, my chapter covers:
    · Marketing services to the aging population who need care
    · Creating a solid marketing strategy that works for the person providing the service, and for their location and the mix of entities that are trying to find solutions
    · Developing a strategic marketing plan
    · Developing a brand that works in the new technology age
    · Targeting marketing message to the right audience
    · Setting aging care life professionals apart from the competition
    · Using new technology and digital media as a core component to reach those who have a need
    · Using education on issues related to aging to reach those in the first phase of the buying cycle

    You do not have to wait and read the book, however. You can get some of that information now by just contacting us. If you are interested in having a team with in-depth aging care experience working with you or your business to better reach a senior care market, the experts at corecubed know how to do it. Just contact us and we will gladly assist you in better targeting your campaigns, branding your business for success, and communicating with those who make decisions.


    Feb 11 2015

    Are We Creating a Horror Scenario for Future Elder Care?

    Posted by Merrily Orsini

    Scary folks are entering the elder care business

    How are we protecting our elderly from the zombies who provide care?

    After three calls yesterday from folks who are planning on starting a home care company, I am feeling really scared about the level of care that our nation’s older folks are going to get when they need it. In each case, the person had no health care or aging care experience, no business experience, and no idea of what a caring for the elderly business actually means. This inquiry from start-ups is not new, but it seems that lately the quality of those callers has degenerated. And, it certainly seems that they are coming with more frequency.

    I know there have previously been concerns voiced over the franchising of elder care, but, the established franchises have checks and balances in place, and train and educate so the new owners have some guidelines to follow, and help on issues when they arise. However, there are now almost 90 franchises that serve the home care industry, and some of them new to the game are as bad as these independents of which I am now writing. No experience, no standards, no quality measures….only $$ is their eyes.

    The independent individual who is just starting out and only reads that elder care is a good business for the future, really has no idea how hard it is to care for people. Plus, the caregiver shortage is everywhere. And, if you look at the demographics, that should be no surprise. We do sell a manual, a start-up manual, about how to start a good elder care business, and the items that are necessary to know prior to start-up, but these folks are not interested in spending any money to know what to do, they are only interested in making money without knowing what it is they are doing.

    I like to cite my entering 1st grade as a great example of a nation unprepared for the boomers. It should have been no surprise that the children entering the first grade were going to overwhelm the system in 1953. After all, we were born in 1947 and, 6 years later we would be entering first grade. You cannot tell me that the hospital maternity wards were not bursting at the seams in 1946 and 1947. Logically, without a plague, we would all grow, age and be ready to start school.
    The same is now happening with caring for our aging society. Back in the 90’s Ron Crouch (noted demographer) and I used to do workshops on envisioning the future out to 2020. We presented at the American Society on Aging, and around the Kentucky regions where we were both active. The information on the numbers who are aging has been no surprise, as well as the information on the decreasing numbers of those younger who could provide care.

    And, what if we had chosen home schooling for our boomers? Instead of double shifts for 1st grade, we would have been in a no school zone. There simply would not have been enough teachers to go one on one. What makes us think that caring for people at home (one on one) as the population is bursting at the seams is going to be any different? In private duty, there are oftentimes more than one on one care needed. When I had my ElderCare Solutions business, we even had clients who needed two caregivers at once, 24/7/365. So, it took at least 5 caregivers to maintain that one person at home. Unusual, but not unheard of. More likely today it is one or two caregivers for each elderly person needing care.

    So, home centered care is the model for the future, and, I think it is a good model, but it has to be done with some sense of reality and thought. The Future of Home Care Project that the AHHQI is undertaking is a great first step. Also, technology will have to play a great part in this care. We are just at the beginning if looking at ways to meet the care needs that are impending.
    What scares me today is the people who are now starting these in-home care businesses and buying untested franchises, and running those businesses, with no idea of what they are doing, the nuances of care needs, and what is in the best interest of the client. Join Sam Smith from AXXESS and me at the American Society on Aging conference in March as we explore some of these issues in depth and look at the future of home care in America and what we (as a nation) are doing about it.

    Feb 10 2015

    Survive and Thrive in the Home Health Industry- Come to ASA and Learn All About It!

    Posted by Merrily Orsini

    March in Chicago with ASA!

    Chicago is hosting the American Society on Aging conference 2015

    In the words of Bob Dylan, “the times they are a changin’.”  By 2030, there will be about 72.1 million older adults, more than twice their number in 2000, according to the Administration on Aging. It’s time for aging industry leadership to shift thinking from the status quo to thinking about how we’re going to solve the influx of aging issues before us.

    Thankfully, the 2015 Aging in America Conference is about a month away, and it’s the only summit that is totally focused on issues that an aging population will face, and what’s being done to create fail-safe systems to handle the extraordinary numbers that will cause unprecedented usage of our care systems. This year, I’m proud to be among the presenters—co-presenting with Sam Smith, Chief Culture Officer and Vice President of AXXESS—at the annual conference of the American Society on Aging.

     When it comes to the industry, we need to be prepared, we need to become future thinkers and planners to be equipped to meet the demands of the what’s to come. Our workshop entitled Home Centered Care is the Model for the Future of Home Health: Chronic and Value Added will cover what home health agencies need to know and do today to prepare them to survive and thrive in the future. Sam and I have been attending the Alliance for Home Health Quality and Innovation workshop and symposium held recently in Washington, DC. The AHHQI workshop was held at the Institute of Medicine with the National Research Council, and the topic was The Future of Home Health. A follow up symposium covered the salient topics in more depth. Sam and I are continuing that dialog as to what the future of home health will look like, and how the industry needs to change to meet the demands of the future.