Posts in the ‘Uncategorized’ Category
Reminder: Order the Home Care Pulse Private Duty Benchmarking Report
Just wanted to remind you that you can still pre-order your own custom edition of the 2012 Report at 40% off with our promo code CORE2012, any time before March 31st. Plus, you can now download a preview of the 2012 Report at www.privatedutybenchmarking.com.
The new Personalized Agency Benchmarking Report is the only report in private duty home care that shows you how you measure up to the industry. With the information you submitted when you took the survey, Home Care Pulse will create a custom, confidential report, designed just for you, that compares your agency side-by-side to the latest industry benchmarks in each chart and graph.
If you didn’t participate in the study, you can still take the survey at www.privatedutybenchmarking.com by following the steps on the home page. Your information won’t be included in the study results, but Home Care Pulse will still be able to use it to create your custom edition.
Your Personalized Agency Benchmarking Report will contain the full results of the 2012 Private Duty Benchmarking Study with personalized benchmarks, including:
- Your Profit & Loss vs. Industry
- Your Referral Growth vs. Industry
- Your Caregiver Turnover vs. Industry
- Your Agency vs. Leading Agencies
- Geographic Comparisons
- Plus, Articles from Industry Experts!
To preview the sections and content, download the Report Preview now at www.privatedutybenchmarking.com.
A Home Care Marketing Plan for Success
In a recent post, I shared that aging care providers across the country are exploring new marketing practices because the way they have previously received business and referrals is changing. Marketing should be at the core of an agency’s strategy for company growth and development of community relationships and referrals—and below are my signature questions for laying the foundation for creating a strategic home care marketing plan.
Before digging deep into strategy details, ask yourself if you have completed the following strategic marketing steps:
- Have you strengthened your brand through a website redesign that meets today’s technology?
- Have you focused on the materials needed for education about your services?
- Have you trained office staff to do better intake and understand private duty better?
- Have you adopted a meaningful cause?
- Have you started a PR campaign that focuses on identifying interested media to share your company story?
- Have you created a culture of networking that includes participating in community events?
With those marketing steps in the back of your mind, now you need to find a way to stand out and be remembered. Here’s how you do that!
- Understand the target audience.
- Understand the messages that resonate with the target.
- Marry the visual with the message.
- Communicate often in channels that reach the target.
- Focus on results, based on measurement.
- Communicate to the right people within referral organizations, and make their lives easier.
- Make a good first impression.
- Interact and respond appropriately, online, direct and in person.
- Fulfill needs.
Throughout the coming weeks, I will expose my secrets for integrating marketing efforts in an orchestrated strategy. To provide a visual for a marketing plan outline, click and reference this guide below.
In the meantime, if you have questions about marketing your home care agency, I would love the opportunity to strategize to help you meet your marketing needs. Or, book me to speak at your next home care or marketing event.
Private Duty Home Care Leadership Summit & Expo, Pre-Conference Intensive Workshop
For the first time ever, the 2012 Private Duty Home Care Leadership Summit & Expo will host a pre-conference intensive workshop for leaders in home care. Operations Toolbox: Nuts & Bolts of Building Systems & Sustaining Profitability will focus on how to run a profitable home care agency from experts who either are doing it or have done it. It’s a home care conference session not to be missed!
The pre-conference workshop will happen Monday, January 23, 2012, from 8:30-11:45 a.m.
Topics covered:
- How to set up a private duty business correctly.
- Chart of accounts.
- How to read a P&L statement.
- Cash flow and profitability.
- What is the best way to classify home care for accounting?
- Dashboard – division of types of services, by hours scheduled.
- From tuck-ins to wake-ups to live-ins, and the costs related to each as a way of determining service mix.
- Caregiver types, pay and responsibilities.
- Referral sources by type.
- Admissions by source – understanding where referrals come from that are turning into real clients.
- How to get more of the clients with the higher revenue.
- Service offerings that make the most money? Differing offerings and how to measure and manage each.
- Caregiver turnover ratio and how to figure.
- How to develop a profile for the ideal caregiver and orientation.
- Screening and hiring processes and training.
Enjoy the chance for unbeatable professional development, and learn from educational sessions on effective operations, marketing and human relations at this year’s Private Duty Home Care Leadership Summit & Expo. For more details about the conference, please visit: http://www.nahc.org/Meetings/PD/12/program.pdf.
Resource-Rich Marketing to Referral Sources: A Way to Stand Out from the Crowd
Today’s presentation that I’ve prepared for the Indiana Association for Home & Hospice Care is a marketing message that should be heard by every home care agency owner—and it’s my bread and butter. I have more than 30 years of combined experience in geriatric care, managed home care, Internet marketing and strategic communications. Additionally, I’ve been in the shoes of many of my listeners as I’ve previously owned and operated my own private duty agency for more than 15 years.
My home care marketing discussion is rich with first-hand understanding that private duty home care is an at-need service, so being remembered when a need arises is the key to increasing referrals. This can be accomplished by using a variety of tactics across all media. It’s all about marketing, marketing, marketing!
Today’s session, titled “Resource-Rich Marketing to Referral Sources: A Way to Stand Out from the Crowd,” further defines the strategy behind this concept and how it has proven to be effective. And, participants will:
· Be able to demonstrate the importance of a marketing strategy by understanding the “at need” component of home care services
· Be able to discuss the human elements of reactions to branding, consistent messaging and educational and informational components that resonate with referral sources
· Be able to identify how to implement consistent, branded and resource-rich marketing messages and visuals across a wide variety of referral sources to generate new referral sources
Thanks for reading my ongoing homecare marketing tips, resources, and strategies for success here at www.merrilyorsini.com. You’ll always find something new to bring to your marketing strategy, be reminded of home care marketing basics, or simply stay in the loop about upcoming conferences, webinars, and marketing and technology topics.
If you would like more information about booking me for a consultation, to speak at your conference or event, or to review and provide input on industry ideas, information or materials, please fill out the form here and someone will be in touch with you shortly.
association marketing, Homecare Marketing, marketing to referral sources
