Increase Admissions: Do Your AIDA

Stand Out From The Crowd With A Solid AIDA

I'm not into opera but I remember at least two or three times when I spoke about AIDA that someone told me that this was an opera, or opera related. Well we wont be writing about opera in this blog post today. AIDA is one of those fundamental marketing ideas/concepts that adds structure to your sales and marketing efforts. Lets look at each letter in the A..I..D..A.. process.

A stands for Attention. Whether you are placing an advertisement, doing a presentation, writing a Constant Contact email, or making a sales call, this step cant be missed. Think about what your audience and target markets needs are, and ensure you get their attention. In today's marketplace the caregivers, seniors, social workers, care managers, and the like are all very busy and at times very stressed. (Just like you!) Getting the attention of your target market can be a challenge. Everyone is competing for their attention!

I stands for Interest. All right, great, they are listening or reading your message...but now what? What if it fizzled from there? What if you couldn't keep their interest? You would loose them right. As long as you are focused on the needs of your target audience, this step should be relatively easy. Just keep the momentum going!

D is for Desire. This is critical now. Your half way there! You need to now get your target market really jazzed up though. If you did your homework, and really understand your market, this should also flow naturally. What are their real pains? What "keeps them up at night?" If you have a unique solution this is the time to shout it out loud. Let them know how you can make their life easier, safer, more comfortable, more stress free and the like. Show them how you are going to do this, and make it convincing with testimonials, some statistics, or any way that will ensure they trust that you can truly make it happen.

A is for Action. I remember reviewing a flyer that was well done many years ago. I say well done because it was an open house invitation for a nursing home that did a good job of getting your attention, (nice graphics) getting your interest, (food was available) and describing the fellowship and warm environment that was going to be at the facility that evening. (piano player and socialization) The problem was it missed the who to contact and a phone number. I am certain that they missed out on having a much larger group because the call to action was weak. It happens to the best of us!

So stay focused on your AIDA, at the opera or in your marketplace, and I am sure it will help you improve your communications.

Here's to helping more patients and clients receive your services.

Steve @ Senior Care Partnership

For more information on unique and low cost marketing and revenue producing programs for your healthcare organization (here's my call to action) visit us here at:

www.seniorcaremall.com/hmare.html or Call Us @ (859) 577-6255 or Email admin@seniorcaremall.com

Increase Admissions: Whats Your Favorite Position?

We have talked about conceptual items at this point. Necessary concepts yes, but still theory, planning, and strategy items. All these "activities" are non actionable items really.

If you are like me, you like action, you live for action, bring on the action! Well lets refrain from action at this point. Lets look at positioning your agency or facility and a few more critical areas in our upcoming blogs before we speak about these action items. Lets get our Marketing House in order. Lets now talk about positioning, and two ways to properly position your healthcare organization to maximize your admission outcomes.

Congratulations, you have completed your SWOT and Competitive Analysis, and you are ready to start planning your positioning in the market place. What were your competitive advantages? How are you going to exploit these competitive advantages?

Is your marketing material in alignment? Is it consistent with your positioning? You may have heard (and sorry if you have) the expression " ready...fire...aim!"
Isn't this what we do from a marketing and sales perspective in healthcare? Look at your marketing material. Does it differentiate you? Does it define who you are, and what you do well. Does your sales team communicate this same message consistently?

Lets look at two ways you can position your healthcare organization in the marketplace thoughtfully and consistently that will help lead to increased admissions.

1) Marketing Material Positioning Mission statement, credo, logo, message are all consistent.

I have been the creator of, and the distributor of much collateral material over the past 20 years. When I was the distributor I typically had very GENERIC marketing material. Why? Mostly because the distance! The distance between the branch or facility that I worked in, and the corporate office that created the promotional marterial. It is this disconnect and the need to create one size fits all material that DILUTES the power of your message! The nice thing is you can (if you are a nimble large agency, or local small company) kick the tail of those generic marketing material "distributors" in your geographic territory. You can do this with material that speaks to your local community needs, and your competitive strengths.

2) Sales Positioning You and or your sales team communicate your positioning message clearly and consistently.

Sales people tend to do things inconsistently. We mean well, but we are so action oriented that we tend to be butterflies jumping from flower to flower with seeming randomness. The elite sales professional is precise. He or she asks the right question, LISTENS carefully for the pain, and then has the marketing material in his or her tool box that speaks to that pain. They are focused on their organizations positioning and leveraging that position. You can do this as well and increase admissions with powerful and precisely focused sales messages.

These are two areas of positioning that you may want to review to ensure your sales and marketing activities are are in alignment. You may only have to develop a few unique program flyer's. This alone could make a tremendous difference in increasing your referrals.

Here's to increasing referrals with proper positioning.

For assistance on increasing referrals for your healthcare organization visit us here. http://www.seniorcaremall.com/info.html

Steve Kiley
Senior Care Partnership
Guide Program

Increase Admissions: Its Not A Mystery

One of the most eye opening things that I have learned through the years in healthcare marketing and sales is that, just because it is your focus doesn't mean that it is your coworkers focus. I want to give you a few real life examples of what I am talking about here. How much does this cost your organization in lost admissions each year?

Your primary objective is to increase referrals, to grow your healthcare organization. Is it only you that feels and more importantly ACTS on this goal? I have done many mystery shopping calls through the years, most are good calls with good results overall. Some great, others average, therefore overall 80% are "good" calls. We can get into the details about how many rings until someone picks up the phone, and the merits of various greetings at another time. For today lets talk about the critical 15%-20% of calls that may be loosing you business/admissions.

1) "We have no more beds available." I will never forget this call. I was working with a Retirement Home in Massachusetts, doing some mystery shopping calls and was informed that they had "no beds available". I documented who I spoke with, time of call, and the other details of the call. I was working closely with the administrator and knew that this home had at least three available beds. Needless to say it was not pretty for this employee the next day. More patients/clients equaled more work for this weekend only employee we guessed, or the employee didnt care enough to find out. Either way saying you have know capacity when you do have capacity is bad.

2) Much less angering but still VERY frustrating for me through the years is the "They didn't leave their name." Who, what when where, and why. Who called, when did they call, why did they call, where did they call from. You know exactly what I am talking about here.

Having a mandatory capturing of the call (referral tracking log) should be just that... MANDATORY. No matter if the person taking the call "feels" that this person does not need or want your services. They called, they at least need some guidance and help that you can assist them with. You may be able to connect a few important networking dots in the process of assisting them. Note: If you ask for contact information and the caller does not want to give the information that is one thing. What I have seen and heard however is at times how poorly we handle initial inquiries. Admissions is a team sport, it requires good communication.

These are just two examples of what we find on some of our mystery shopping calls. The second call much more common than the first.

What will you find? Make mystery shopping a part of your marketing and sales plan.

Here's to taking the mystery out of increasing admissions.

Regards,

Steve
www.seniorcaremall.com
Admissions Guide Pro
Partnership Programs

Increase Admissions: Competitive Analysis

Well we have done a good job of looking at who we are and what we do best. A great first step. We looked at all the areas of the SWOT analysis. (Strengths, Weaknesses, Opportunities and Threats) We are now more intimately aware and have a better framework on what and who we are. We may now even have a better idea of where we want to go. So before we head out all jazzed up, and ready to take the hill, we need to know something else. We need to know the terrain, we need to know our competition.

Because we dont operate in a vacume, we have to understand the external environment we are working in. We must be intimately aware of our competition. Lets look at two real life examples of why this is so important, and how you can exploit YOUR competitive advantages.

1) Service delivery- I remember working for a start up hospice agency. Being part of a start up is VERY challenging, and extremely rewarding. After getting to know the competition more intimately through primary and secondary research and information, I found out that the dominant hospice could not get out to see the admission (dying patient) within 24 hrs and wouldnt see new admissions on the weekends. Can you believe that?! From a clinical perspective this was horrific, however from a competitive positioning perspective it helped us to gradually gain market share and increase admission. We improved hospice care in that area, and that was a good thing.

Now of course this was the key selling point on each and every sales call. We take new admissions withing 3hrs! As many of you know, sometimes the referralls in hospice happen so late that the referral had died before our nurse could get there. This was part of the education that needed to happen with our referral sources, but thats a topic and challenge for another time. But can you imagine how many times that happened through the years with that other hospice?!

Compete to your strenghts in service delivery.

2) Pricing/Insurances- Competing on value is usually more successful than competing strictly on price however you need to know what your competitors private pay rates are (if this applies to you) and or what insurances they take. Remember that this is fluid. Your competitor who only saw 24hr cases last year, (private duty) now does two hour minimums.

Maybe your large corporate giant homecare only takes Medicare. Could this be an opportunity to shine? You bet it is. I remember competing against one of those corporate giants. The key message was, they only take Medicare? I can help you Mrs Referral source with most insurances, Medicare and Medicaid.

Its always about WIFM's (whats in it for me) You can make the referrall sources job easier. It translates into... just call me as we take most insurances. I can take these patients off your plate and provide quality care. You dont have to worry who takes what insurance. One stop shop. That was a nice position, you might not have that same luxury.

So hardwire a competitive analysis semiannually into yourr startegic plan,
and compete to your strengths in price/insurances and or value proposition.

You can look at a long list of variables when you do a competitive analysis. The key is proper positioning after the research.

Heres to proper positioning and watching your competitors closely. Most importantly here to increased admissions.

Steve Kiley
Senior Care Partnership
www.seniorcaremall.com
(508) 868-2801

Increase Admissions: Watch Out For The Threats

Todays post will speak to the scary things, (appropriate around this time of year with Halloween and all) that may be lurking in your market. We call them threats. Threats should be looked at in the external environment that you work in. We looked at weaknesses that we should think of as internal, threats are the external ghosts and goblins. (Sorry)

Lets look at 3 practical examples from experience, maybe you have had the same types of threats in your market?

1) New Competitor- The giant in your industry has just landed in your back yard. Gentiva or Amedisys if you are homecare or Home Instead or Right at Home if you are private duty. Or maybe worse, there is rumor that they are coming. Next year? The year after? When? New competitors large and small can pop up with or without notice. You need to be prepared, do your homework (competitive analysis) pick your spots and work your plan.

2) The Economy slides- Private duty has been hit hard the last few years with the economic downturn no doubt. Every geriatric care manager, homecare agency, long term care facility we have all felt the pinch. What to do? Do things better and more efficiently, dont miss ANY opportunities, and maybe add some new programs to meet new consumer demands and needs? You cant stop. Now is the time to be creative, and persistent.

3) Change of government regulations- Reimbursement changes, regulatory changes, licensing changes, the list is long and BOO can be scary. (Sorry again last one)
I have seen industries change, do a comple 360 in 2 years because of governmental changes. Example PPS change in the rehab setting changed long term care in the nursing home around quick. We need to be tapped into these changes, and proactively prepare vs getting blind sided when the change occurs.

Well there never is a simple solution too dealing with threats. Guess if there was, they wouldnt be threats! Anyway, if nothing else I hope this gets us thinking about these nasty stress producing things. If we stay on top of them, prepare for them, and take action appropriately, they will be greatly minimized.

Heres to increasing admissions.

Regards,
Steve
Senior Care Partnership Program
www.seniorcaremall.com

Increase Admissions, Opportunities, Maximize Them

SWOT Analysis Lets now look at Opportunities

To increase admissions in your market is as you know a challenge. But its less of a challenge when you play to your strengths and your competitions weaknesses. Lets look at a few real life examples. I have been marketing and selling in both positions of strength and weakness.

1) Discipline specific advantages- You have a SLP (Speech Therapist), sell that therapist and the problems she/he can solve. I have worked for homecare agencies that did not have Speech. Who would you refer your stroke patient with swallowing difficulties to? No brainer. Promote how your clinical/non clinical staff can solve these specific concerns more effectively than XYZ Competitor. Educate the referral source about these disciplines because your competitor may try to promote OT (Occupational Therapy) OT in that particular stroke patient. SLP is really the go to discipline for swalloing issues.

2) Cultural needs- Every city and sometimes town has ethnic and culturally sensitive needs. Your staff may consist of someone who speaks a certain language or is from a specific ethnic group. One town in FallRiver MA is comprised of a large Portuguese speaking community. One competitor did not have anyone who spoke Portuguese. The other agency Portuguese speaking staff. Not only did the second agency do a better job of connecting with the patient population, but they also did a better job of connecting with the Portuguese staff members/referral sources.

3) Special Training- Is there an underserved population? Should your nurse get wound care certified? Should your aides get special training for dealing with dementia patients? Can you serve exceptionally, an underserved population? What niche could you serve? How could you prove your superior outcomes? Special training in a particular area just may be a great opportunity for you, your staff, and the community.

There are plent of other examples however the bottom line is find your opportunity in your market, and promote it heavy.

Heres to increased referrals.

Regards,

Steve
www.seniorcaremall.com

Weaknesses..We All Got Em

As important as understanding our strenghts is to growing your healthcare organization, understanding your weaknesses is just as critical. These are the basics of growing referrals, admissions, and census. This is the stretching out before running. The aiming before firing. (throw in your favorite cliche here) Lets look at three reasons why understanding your weaknesses is so important to increasing admissions, referralls and census.

1)Creating Bad Experiences For Referral Sources & Consumers. Damage control and negative experiences are challenging to overcome in this competitive environment! Do you do woundcare? Can you take weekend referrals? Do you take all insurances? Do you have a Speech Therapist? Do you have experience with Alzheimers patients? If yes you better nail it, and provide the services and quality care you say you can provide. Whether you are providing clinical or non clinical care, knowing who you are and what you do exceptionally well is key. Otherwise, you may be moving backwards instead of progressing forward in the relationship with the referral sources and your patients/clients.

2)Clear Expectations. You are a problem solver as you know, for caregivers, seniors, social workers, wellness directors, case managers etc. They rely on you to SOLVE THEIR PROBLEMS. Thats the key, make my job easy please. WIFM (Whats in it for me) You need to be clear and descisive about the things you can and can not do.

3)Competitive Advantage. One of my objectives often through the years while in healthcare sales was to be in the "right place at the right time." If I wasnt in a leader position, or didnt have the market share in a particular market, I would never totally give up. I would rank according to potential, and would always make some calls at these referral locations because it was only a matter of time before someone messed up. Often it was an operational issue and the proverbial ball was dropped. I was always happy to help pick up the ball and SOLVE THEIR PROBLEMS, and assist where the competition failed that day. (It happens to us all)

In summary we need to know what we do well, and not so well, and take action based on our strengths. Focus on your strengths, and minimize, be upfront about, and at times work to overcome, some of those weaknesses.

Heres to SOLID and SUSTAINABLE growth.

Your Guide & Partner

Steve

Your Healthcare Agencies/Facilities Strenghts

In order to Increase admissions lets continue with the SWOT analysis of you agency or long term care facility. Lets look at the key concepts and critical aspects of the Strenghts section. What areas should you look at? How do you frame the first step in the SWOT? What will the time invested provide for you and your healthcare organization?

Strenghts should be Internal- When you look at strenghts stay focused on your internal resources/assets. Do you have programs that are different or better than your competitors? Woundcare...Certified Wound Care Nurses? Psych program, with Psych nurses? Good or great outcomes that show the quality of care being provided? Spanish, Russian, French or other foreign speaking staff? Accredidations? Years of experience in industry? Technologies? Other resources that are potential unique selling propositions, and/or competitive advantages.

Take your time here and really exhaust this list with a brainstorming session of your own, or with your team if possible. The synergy with team can take you into places within the organization that you may not have thought of. The perspective from various view points alone is worth the time.

Heres to Increased Admissions

Always A Good First Step

To generate more admissions it is very important to understand who you are, and what you do. It has been amazing to me through the years to see healthcare organizations that try to either be all things to all people, or try to do the things that they werent built for. Either way these approaches can hurt you in the short or long term. It is best to decide early and then be consistent on what you do BETTER than anyone else, and consistently do THAT thing or THINGS better than ANYONE else.

A tool to help you and guide you in this critical process is a SWOT analysis. (Strengths, Weaknesses, Opportunities, and Threats) A SWOT analysis will not change your admissions tommorrow, but a SWOT analysis will help you define what and who your healthcare organization really is. This will be a very important first step in a keener more focused sales/marketing strategy.

Heres to good Sales/Marketing.

Hello Healthcare Marketers

I am looking forward to providing marketing content that will be a resource to healthcare organizations. It will take me a few weeks to get ramped up but the information here will be practical and pertinent. The topics will be specific to healthcare marketing and sales and will draw upon the bloggers 20 years of experience.

So stay tuned this week for a few examples of what will be provided moving forward. I look forward to sharing and learning from many of you as well. The great thing about this industry (healthcare) is that it is always changing. Even though the blogger has much experience in the field, I have been humbled on more than a few occasions during the past 20 years. We are always learning, improving and executing. The learning is always a crucial part of the process.

Hope you join me frequently here. Heres to learning together, and growing your healthcare organization.