Attended an incredible, life altering lecture today by David “Jelly” Helm at the Cressman Center in downtown Louisville. This is U of L’s homecoming weekend, and, in addition to celebrating sports, the university also celebrates successful alumni. Jelly Helm was the College of Arts and Sciences honoree, and, as such, he has to share some of his wisdom with the masses.
First off, he is really an incredible story teller. He has the uncanny ability to thread his stories together with words and visuals that build and then crescendo. His enthusiasm for life and work is contagious. There were several takeaways from today’s lecture, and I will share but a random sample.
His 2 main goals in life: to be the best that you can be, each day (an active goal) and to be a vessel of love (a passive goal).
His work philosophy: share a vision and work to communicate that vision. Be true to who you are at all times.
Working partnerships: he shared a photo of two grown men in bed at a Nike meeting. Seems that the agency and the folks from Nike were at a bit of an impasse, and in order to get them all to work together, the agency literally changed the conference room into one big bed and covered it in all the Nike work ever done. Then, they had to literally get in bed together to work it out. Results? Jelly still has their business.
Take a minute to watch this Nike courage video and get inspired today, yourself.
Marketing is a lot about strategically communicating who you are, by words, by visuals and by actions. When you are building a business, there are some natural partners that are chosen as the business grows and prospers. In home care, there are many ways to go to market, but one way is to use the results of your efficient and well run operation and turn that into marketing power.
Do you staff consistently? Do you guarantee that shifts will be filled? Are all the caregivers up to date on their inoculations? How often do caregivers not show up for jobs? How do you prevent a frail elderly person from being alone when the family thinks your agency is covering the time with their loved one?
These kinds of operational results can be turned into marketing messages, both as a way to extend the quality brand, and to differential the agency from competitors. It is this kind of operational efficiency that having a business management and scheduling software tool helps to achieve.
Join Rick Morey, President of HomeTrak, as he joins me for a webinar tomorrow at noon eastern time, for a discussion about the unlikely ways the home care agency can showcase quality through efficient operations. He will also discuss how to use contact information stored in a scheduling program to directly enhance marketing efforts.
If the home care scheduling and business management software has a data base built in that allows for adding additional fields, and for reporting on those, then it is possible to use it for direct marketing. Collecting data on who is referring, how often and how much revenue is generated by that source are just some of the benefits of a good scheduling, business management software for home care agencies.
The message is not always one directly related to sales. In home care, which is definitely marketed differently from other products and services, it is sometimes about the service, the quality of caregivers hired, the management of the care team, and the responsiveness of the agency to the requests of the client.
Want to sign up for our noon Eastern time webinar tomorrow, October 16th? Just click here to sign up for the marketing partnerships for success with HomeTrak!
Lexmark, known for printers, has just entered into the health care field in a large way. They just announced the acquisition of ”PACSGEAR, a leading provider of connectivity solutions for healthcare providers to capture, manage and share medical images and related documents and integrate them with existing picture archiving and communication systems (PACS) and electronic medical records (EMR) systems. ”
The field is a changing one, for certain. The advent of technology, and the recent push to use it in healthcare so the transitions from hospital to home are smoother, is also changing the players. “Capturing and processing digital content” simply means making the information usable across platforms and businesses.
How do these larger changes affect home care and aging care services? Only the future will answer that for certain, but, for now, one can be assured that many are currently looking for ways to get some market share in the aging care market, and health care is the largest expenditure and growing.
Yesterday’s Home Care Association of America conference got off to a rousing start with Marc Wayshak, a sales guru. He actually teaches selling like it should be done in home care. His method, which he sells through his book, Game Plan Selling, is based on first understanding how you can help someone, and then matching the sales pitch to that. He even suggests disqualifying those who are not your targets, so your sales time is focused on those who have the best potential to buy. A great day’s opener.
Danny Thompson, from Comfort Keepers, presented on selling private duty home care to ACOs. That session, alone is worth the price of coming to a conference. It is just one example of thinking differently. The fact is private duty home care, with a few exceptions, has been presented and sold the same way since it’s inception. The future (something I discuss today in my presentation) will be different than what we have previous experienced. Marc Wayshak said in his presentation that only 57 of the original Fortune 500 companies exist today. And, he noted that in Back to the Future. the future was 2015. Some good thinking going on at this conference.
The best marketing session ever was on using community outreach as a marketing tool. This is relationship marketing at its finest, and, the good part is that they will share how to and you can do it for your own agency. Support for Home created this idea, partnered with florists and lots of senior care providers, and they are building relationships through this low cost effort that is making them the provider that is top of mind when any of these senior care providers need home care. Genius, and a great way to market, and one that I predict will be one model for successful home care agencies in the future.
Want more marketing ideas for the future? Check out our MOST program at corecubed.
Fabulous keynote yesterday at the Home Care Association of America Conference in Scottsdale by Donald Cooper. He challenged the group to see if the work they were all doing was their passion. And, he made some great marketing points. He said you want your marketing to create celebrity status for you. He also said that there is no point in being the best if you are the best kept secret.
His term, “Proactive Marketing”, however, jumped out at me, because that is what most home care companies do not realize. You really do have to be proactive, set goals, set a strategy and then implement. It is not as easy as it sounds, but there are (guess what I am going to say) those who can do it for you.
Proactive marketing means that you offer up the benefits of your business in a variety of ways in a variety of channels. It means doing something often and regularly. It means measuring what is working and doing more of that.
corecubed’s MOST Program is proactive marketing. It first starts with a strategy, based on what the agency has been doing successfully. Who is the target best reached and most satisfied by the previous work? Then, it uses a selection of the targeted collateral and processes to reach more of those kinds of targets, and gets them engaged, and actually provides helpful resources and information that helps their clients or families understand better how to age in place.