Merrily Orsini's Thought Leadership

Technology Disrupts Technology

Good digital marketing can overcome the barriers

Technology Disrupts Home Care Marketing

Great article this morning by Michael Wolff about changes in push marketing (advertising), and the resistance it meets (ability to block ads). Since I have been in marketing for the last 17 years now, I have such an intrinsic understanding of how things work, and how things are changing (have changed). Digital marketing (content marketing) is really more educational, enticing and engaging because of those ad blocking technologies, and the changes that access to information have brought in the buyer’s search for products and services. This is all fairly complicated theory, but is continuing to be proven.

“Always ahead of the curve” has been my blessing and my curse. Seeing the future as if it were today, and envisioning it is easy for me. I will come back to marketing and technology disrupts technology, but first I want to discuss elder care, and “being ahead of the curve”.

In the elder care industry, I was one of the first to discover that care managed home care was the model that worked best. You see, I created it from the customers’ requests. The model evolved from what worked, and I just did more of that. Dr. Eric Rackhow, from Humana at Home, spoke at the Alliance for Home Health Quality and Innovation Symposium this past week in NYC, and he said the model that Humana at Home is finding provides the best level of service (better patient outcomes) for the lowest cost is:

1) Have a Nurse Practitioner/physician as the lead
2) Care management and coordination
3) Some type of in-home, remote monitoring
4) Post-acute skilled services
5) Ongoing caregiving support at home

This is a fine example of technology allowing the disruption of a model: the home health model.

And Humana at Home’s model of care? Guess where it came from? Larry Sosnow, the founder of SeniorBridge, hired me in 1997 to help him create that model. The cookbook for how it is done we still sell (update as technology changes, but the same basic point-by-point model on how to create the best home care model). The two differences are the remote telemonitoring advancements and the NP as one of the leads. Humana bought SeniorBridge and it is now Humana at Home.

Rona Bartelstone, one of the early geriatric care managers, and another who offered up the same care managed home care model that I created, sold her business to SeniorBridge. She just reemerged as a board member on home care model HomeTeam business, doing business nationwide, but located in NYC. That model is technology disrupting home care. They are using the same model Rona and I created, but have added an Uber-esque software component that truly allows for the care team to work in tandem. It is everyone’s dream- no staffing issues as staff has control over where and when they work, and complete transparency with care in the home. An iPad in every home. That one bears watching. It is taking the Honor and Home Heros concepts, but employing and monitoring the care.

So, back to digital marketing and technology disrupting technology. That same HomeTeam business has a website that is not SEO friendly, and that does not make one feel “warm and fuzzy” or even feel that this group will take good care of your loved one. The buyer psychology in home care is one that is needy, in quest of information on the best solution, guilty for even seeking out care and highly emotional. The smart agency will use technology in their favor and educate that seeker. The person seeking home care has to be met where they are in the cycle. They have to find the information they are seeking in their searches, and, only then will they pick up that phone and call. Join me tomorrow on our sales webinar for our MOST Program, where I discuss that psychology and do sort of a primer for the HCAOA workshop on the same topic.

And, contact us at corecubed if you want to reach either the consumer, the referral sources, or sell into the industry.