Marketing Benchmarks for Home- and Community-Based Services 1.

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Marketing Benchmarks for

Home- and Community-

Based Services

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Quick Poll: Introductions

• Current providers of HCBS• Considering providing HCBS• CCRCs• Others

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Topic roughly translates to…

Bill Pickhardt, Senior VP, Asbury Home and Community-Based Services

Cathy RitterVP of Marketing

Thank You

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Quick Poll: Interest

• My current level of interest in HCBS is... – Very Low– Low–Neutral–High– Very High

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Objective

• Identify marketing benchmarks for HCBS

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Why HCBS?

• 85% of people polled by AARP said they wanted to stay in their homes

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Why HCBS?

• Today there are 1.9 million Americans living beyond age 90–By 2050, there will be more than 9

million (2010 US Census)

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Why HCBS?

• At least 70% of people over 65 will need long-term care services at some point (US HHS)

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No Marketing Benchmarks Exist

• CCRCs offering/considering to offer HCBS did have a common goal– Expand the service line (outside bricks

and mortar)– Expand revenue base– Allow HCBS to establish the community

in a better position for the future

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No Marketing Benchmarks Exist

• We have and measure benchmarks for CCRCs– They can at least be a starting point for

measurement– But HCBS service lines are so different

they require unique metrics

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HCBS service lines are so different they require unique

metrics

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HCBS service lines are so different they require unique

metrics

We had to conduct our own study

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Study Methodology

Consumer SurveyProvider Survey

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Consumer Survey Details

• Deployed in September 2013 to some members of BAR’s FiftyPlus Panel– Study open for two weeks

• 406 US panelists aged 50+ are included in the analysis– Total respondents = 1,184 – Total invited = 4,500

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About the Panelists

Consumer Survey

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Panelist Ages

Percent Age 50 – 65

years Percent Age 66 – 79

years

Percent Age 80+

years

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Less than $20,000

$20,000 to $29,999

$30,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to

$149,999

More than $150,000

0%

5%

10%

15%

20%

25%

30%

17%

14%

19%

24%

12%

7% 6%

Panelist Incomes

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Less than $20,000

$20,000 to $29,999

$30,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to

$149,999

More than $150,000

0%

5%

10%

15%

20%

25%

30%

17%

14%

19%

24%

12%

7% 6%

43% have incomes between

$30K and $75K

Panelist Incomes

20

Less than $20,000

$20,000 to $29,999

$30,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to

$149,999

More than $150,000

0%

5%

10%

15%

20%

25%

30%

17%

14%

19%

24%

12%

7% 6%

74% have incomes

under $75K

Panelist Incomes

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65% 35%

Panelist Gender

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Married/Partnered

70%

Single12%

Di-vorced12%

Widowed6%

Panelist Relationship Status

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Panelist Relationship Status

Married/Partnered

70%

Single12%

Di-vorced12%

Widowed6%

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Quick Poll: HCBS Prospect

• I believe the following prospect is best for HCBS...– The same as a CCRC prospect– Someone who is qualified to live in a CCRC, but does not want to– Someone who would love to live in a CCRC, but who is notqualified

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76% Own a Single FamilyHome

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What Services are Consumers Looking

for?

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Home Maintenan

ce

47%

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Cleaning and Cooking

30%

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Preferred Service(s)

Hom

e M

aint

enan

ce

Clean

ing

and

Cooki

ng

Tran

spor

tatio

n

Social

Act

iviti

es

Wal

king

Rehab

/The

rapy

Hea

lth C

are

Dress

ing/

bath

ing/

groo

min

g0%

10%

20%

30%

40%

50% 47%

30%

17% 16% 13% 13% 11% 8%

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Preferred Service(s)

Hom

e M

aint

enan

ce

Clean

ing

and

Cooki

ng

Tran

spor

tatio

n

Social

Act

iviti

es

Wal

king

Rehab

/The

rapy

Hea

lth C

are

Dress

ing/

bath

ing/

groo

min

g0%

10%

20%

30%

40%

50% 47%

30%

17% 16% 13% 13% 11% 8%

Big Shock!Age did NOT

correlate with preferred

services

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What Providers are Offering

0%10%20%30%40%50%60% 55% 52% 52% 52%

48% 45% 45% 45% 45%

34% 34% 31% 31% 28%21%

10%

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54% Receiving NO

Helping Hands

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54% Receiving NO Helping

Hands

Others receive help from…

Spouse (33%)Adult Child

(10%)Family/Friend

(8%)Paid Caregiver

(3%)

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Home- and Community-Based Services is an unknown term

Home- and Community-Based Services is an Unknown Term

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Home- and Community-Based Services is an unknown term

Home- and Community-Based Services is an Unknown Term

50%Not

Familiar

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Home- and Community-Based Services is an unknown term

Home- and Community-Based Services is an Unknown Term

Only

7%Very

Familiar

37

54% Understan

d the difference between Home Health

Care and Home Care

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But…

74% Do NOT

know what is required

for Medicare to cover

any care in the home

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Services Most Likely to Use

Concierge-type services

Transportation

Technology

Home health care

Rehab

Companion services

Care coordination

Personal care

Medication management

Hospice

0% 5% 10%15%20%25%30%35%40%45%50%

44%

21%

19%

13%

12%

12%

10%

8%

8%

5%

40

Services Most Likely to Use

Concierge-type services

Transportation

Technology

Home health care

Rehab

Companion services

Care coordination

Personal care

Medication management

Hospice

0% 5% 10%15%20%25%30%35%40%45%50%

44%

21%

19%

13%

12%

12%

10%

8%

8%

5%

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When to use these services?

41% will use these services after a

health event

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When to use these services?

41% will use these services after a

health event

26% use now or plan to use in a few years

24% are not sure when to use

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50% would seek a HCBS referral from a

physician

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Preferred HCBS Referral Sources

Physician

Family

Friends

Internet

AARP

Online referral agency

Clergy

Financial advisor

0% 10% 20% 30% 40% 50% 60%

50%

50%

42%

37%

32%

17%

11%

8%

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Provider Insights

• Providers reported having 10 or more direct local HCBS competitors

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Provider Insights

• Most current business comes from consumer word of mouth

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Provider Insights

• All see opportunity to build image through professional referrals– CCRCs offering HCBS see their existing

referral network as a strength versus competition

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Provider Insights

• Most CCRCs offering HCBS have built the service line by offering services to both residents and external clients

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Provider Insights

• Online advertising and direct mail are the most common forms of marketing HCBS

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Provider Insights

• HCBS has three target audiences: – Senior consumers – Adult children– Referral sources

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Provider Insights

• Most are NOT tracking leads in a database (some are using a spreadsheet)

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Shaping Research Insights into Marketing

Strategies

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HCBS Benchmark Categories

• Key measures to benchmark were identified as: – Cost per lead– Cost per “sign up”– Yearly Branding Cost– Conversion Ratio from Service to

Community

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Setting Sales Goals

Questions to ask:

Are you utilizing a tracking system like REPS/Matrix Care Marketing?

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Setting Sales GoalsQuestions to ask:

Are you utilizing tools on the Internet – real time dashboards and call tracking?

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Setting Sales Goals

Questions to ask:

How are you measuring (and have you set goals for)…– Calls – inbound/outbound– Inquiries– Sign-ups– Revenue Goals

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Challenges• Single point of entry– Phone triage line• How do you staff this?

• Start up cost per service line:–Home Health Care–Hospice– Concierge and Companion Services

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Branding

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HCBS Goal Setting

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Advertising HCBS

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Quick Poll: Advertising HCBS

• Your organization’s primary objective in advertising HCBS is...– Generating awareness– Generating leads– Converting leads – Connecting with referral sources

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65

66

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Items to include in HCBS marketing plan

• Background Summary

• Target Audiences

• Goals and Objectives

• Strategy

• Strategic Approach • Single Point of Entry Protocol• Systems and Protocols, Forms• Sales Management and Training• Networking • Branding• Conversion Program

• New Lead Management Systems• Public Relations• Collateral Materials• Direct E-mail and Web Marketing• Social Marketing• Advertising• Media• Direct Mail• Newsletter• Event Marketing• Action Plan• Budget• Reporting

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The Importance of Planning

• Our recommendations for each service line: – Develop a strong business plan – Develop a strong sales plan – Develop a strong communications and

marketing Plan

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We have started the Hub of information to track nationwide HCBS benchmarks

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Join the conversation!

http://www.researching.com/surveys/HCBSProvider

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Quick Poll: Webinar Review

• This webinar was...–Not helpful– Just okay– Very helpful

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Thank you!

• Questions can be submitted using the hand raise or chat functions