Standing Out From the Crowd Presented by Jack LaBaugh Director of Marketing and Public Relations
Housekeeping • Everyone is on mute • IMPORTANT – For the best quality audio, suggest using your telephone and not your computer’s microphone • Type your questions in the question box and we will address them at the end of the call • Please “be present” today, pretend we are in a classroom together
Who Are We? Leading Quality Management Firm for the Home Care Industry
Founders and Creators of the Largest National Study for Home Care
About The 2013 Private Duty Benchmarking Study
» In its 4th Edition, 165+ pages » Largest and Most Comprehensive Study for the Home Care Industry, with 617 participating agencies representing over 1,500 locations » Purpose – To provide home care owners with powerful insights and information, designed to help them drive more growth » Subjects Benchmarked – Financial, Quality Management, Sales, Marketing, Operations, and Recruitment & Retention » Leaders – 129 agencies in the study, based on billing $2,000,000+ in revenue in 2012.
Goal of Presentation Explore Ways to Help your Home Care Business Stand out from the Crowd • What consumers looking for when it choosing a home care agency for their loved ones. • What today’s leaders in home care are doing to market their businesses • How to use proof of quality in marketing your business
Where Do You Want to Be? If we were meeting here five years from today – and you were to look back over those five years – what has to have happened during that period, both personally and professionally, for you to feel happy about your progress?
Population by Age and Gender 2010 Census
2010 Census
By 2020, the ranks of home health and personal care aides will have swelled by more than 1.3 million—a 70 percent increase from 2010, according to the Bureau of Labor Statistics. That compares with a growth rate of 14 percent for the U.S. job market at large.
WASHINGTON D.C. (WTVB) Another sign of the times. Many Americans are taking care of sick or elderly loved ones. A new study finds four in ten of U.S. adults are in that caretaker role. Pew Research Center associate director Susannah Fox says "more healthcare is happening at home." Fox also says the struggling U.S. economy could explain why family members are taking on more responsibility for care. Researchers found that the number of caregivers rose ten percent between 2010 and 2013.
How Can You Make Your Business Stand out from the Crowd?
Time and Effort Spent Marketing
25% Consumer Marketing
75% Referral Marketing
Top 5 Marketing Traffic Generators
Protecting Your Brand (Reputation)
What Do You Want Your Brand To Look Like?
How Dominating is Your Brand?
70% of all consumers trust brand recommendations from friends and family
Do you know what your agencies reputation is?
92% of consumers trust opinions posted online by other consumers Every month: 70% of consumers using social media read other consumer’s experiences 65%of consumers learn more about brands’ products and or services through social media 53% of consumers compliment brands using social media 50% express concerns or complain about a brand using social media
Ways to secure your brand!
Monitor what others are saying about you and your company Sign up for a Google Alerts Search engine results Check on your brand within your community Develop relationships with stakeholders in the community and industry. It’s all about networking! Foster Growth in the Industry Monitor Social Media Monitor the news Value what is being said from those on the “front lines” Conduct Surveys/Interviews (3rd Party validation)
You Must Stand Out from the Crowd Nominate yourself for community awards like “Employer of The Year,” Publicize Your Awards “Best of Home Care” Nominate yourself for Chamber of Commerce Awards Industry Awards and Designations – POST THEM!
Is your companies name safe in my home?
Friends and Family
Is your agency’s name safe in my home?
Top 5 Marketing Traffic Generators
The Framework-The Perfect Customer Lifecycle
Get Referrals – There are never any better leads than those who come from client referrals. What are you doing to ensure that your customers are referring you when they get asked the questions?
Top Referral Marketing Sources
Get Referrals – There are never any better leads than those who come from client referrals. What are you doing to ensure that your customers are referring you when they get asked the questions?
4 Steps to Attracting More Client Referrals 1. Create a Referral Generation Plan – Formalize how you and employees ask for the referrals. Make sure everyone knows when to ask and how to ask it. 2. Provide Support – Don’t leave it up to your clients to give the information to their friends. Provide business cards, coupons, and instructions on how to share your services with others and what information you need. 3. Offer appropriate incentives/discounts 4. Target your most influential/happy customers
Identify Happy Clients and Just Ask For The Referral 1. Send these clients a letter with a handful of “4 hours of free service” coupons. Make sure there is a space for their referral to write in the name of the client who referred them. The letter explains the referral program. 2. Referral Program – For every client they refer that signs on for services, they and the person they referred receive 4 hours of free service. 3. Follow-up approx. 2 days after they received your letter. Make sure they received it and they know you love referrals from clients. Be bold but not over bearing. 4. Repeat 2-months later.
The Power of Client Referrals
• 1 Client + 5 Years = $500,000 in additional revenue, just from the clients she referred
Top Referral Marketing Sources
Top 5 Marketing Traffic Generators
Top Referral Marketing Sources
Top Referral Marketing Sources
Top 5 Marketing Traffic Generators
Top Consumer Marketing Sources
What does your social media presence look like? facebook.com/homecarepulse https://profiles.google.com/115993601513152414292
twitter.com/homecarepulse
linkedin.com/company/home-care-pulse
Do you currently have a referral program?
THINGS FOR YOU TO CONSIDER
When was the last time you asked for a referral? When was the last time you sent out a press release? What is your presence on Social Media? Do you have a proactive plan to promote your home care business?
Resources Available to Home Care Pulse Customers
Resources Available to Home Care Pulse Customers
Bestofhomecare.com
Resources Available to Home Care Pulse Customers
Customized Press Releases located in the Home Care Pulse Resource Center
Goal of Presentation Explore Ways to Help your Home Care Business Stand out from the Crowd • What consumers looking for when it choosing a home care agency for their loved ones. • What today’s leaders in home care are doing to market their businesses • How to use proof of quality in marketing your business
Exclusive Webinar Offer $50 off the 2013 Private Duty Benchmarking Study Was $299 now just $249 Plus – 4 part “Taking Action” Webinar Series with Aaron Marcum (Free a $199 value) Go to www.privatedutybenchmarking.com
and enter Promo Code JACK13 (case sensitive) Valid Through Monday July 1st.
Contact us Jack LaBaugh– Director of Marketing and Public Relations
[email protected] 1-877-307-8573 Andrew Rail – Director of Sales
[email protected] 1-877-307-8573
