Demystifying Assisted Living Marketing and Other … 17 Huntsicker... · Demystifying Assisted Living Marketing and ... You use tools to be able to ... Relationship building skills

Demystifying Assisted Living Marketing and

Other Helpful Information

Rick HunsickerJune 1, 2017

loveandcompany.com

Presenter

Rick Hunsicker

Love & Company

Vice President Sales Services –Western Region

1 year in Love

32 years in senior living marketing and sales

Survey

Is your focus Assisted Living?

Is your role Marketing/Sales?

Is your role Operations?

Is competition greater than ever? (Discussion)

What is your greatest issue today? (Discussion)

Demystifying Assisted Living Marketing

Shifting mindset to “proactive strategist”

Applying “metrics-driven” philosophy to your sales and

marketing program

Critical role of outreach in an effective assisted living

sales and marketing program

Key characteristics of an effective outreach staff member

Identifying your various target audiences of today

Experiential impact on sales and marketing outcomes

Even More Helpful Information

Concepts that motivate the 50+ Market

How aging impacts the decision making process

Relationship building skills for all levels of staff that

strengthen your business

Traditional marketing programs that still work

New marketing programs that work even better

Proactive Strategist

Let’s approach it based on how consumers make major purchases

By understanding the consumer decision process

By understanding the consumer purchase process

By developing & executing your plan accordingly

Consumer Decision & Purchase Process

Need Recognition

Search for Solution

Evaluate Alternatives

Purchase & Implement

Evaluate Decision

Consumer Decision & Purchase Process

Need Recognition

Search for Solution

Evaluate Alternatives

Purchase & Implement

Evaluate Decision

Marketing Function Sales Function Operations

Decision & Purchase Continuum

Marketing – Sales - Operations Plan

The Spectrum of Choices for Seniors

75+

60+ 70+ 85+ 90+

Preventative Long-term CareHospital

AACs Continuing Care Retirement Community

Senior

Center

Services

Geriatric

Assessment &

Case Management

Senior

Health

& Wellness

Center

Continuing

Care at

HomeAssisted

Living

Respite

Care PACE

Programs

Memory

Support Skilled

Nursing

Rehab

Subacute

*Community

Based

Services

Wellness

ProgramCase

Management

Independent

LivingAdult

Day Services

Memory

Support

Assisted

Living

Home

Health

Care

Skilled

NursingHospice

Transitional

MedicareAcute

*Transportation; Information/Referral; Counseling; Meals-on-Wheels; Integrated Day Care; Homemaker/Chore/Housekeeping; and Emergency

Response System

Benefits of Being a Proactive Strategist

Your marketing and sales plan is based

on the customer’s process

You plan to engage most effectively at

each step of the customer’s decision and

purchase process

You build & execute your plan

accordingly


You have the power to project and defend

realistic goals and the realistic budget to

accomplish these goals

You develop specific activity goals – daily,

weekly, monthly, and quarterly, not just for

the year – that are more attainable and

motivating to staff


You use tools to be able to monitor

performance on a real-time basis, with

the ability to course correct as needed

before problems get out of hand

You have skills and tools to proactively

seek the right referral sources that are

going to have the most impact on census

Applying Metrics-Driven Philosophy To Your Sales & Marketing Program

Applying Metrics

Initial Presentations

New Leads35%

Connected Call Outs

Total Presentations

10%

Professional Referral Source Presentations

Professional Referrals

10%

50%Total Tours/Appts

Move-Ins from Professional

Referrals

33%

Move-Ins

Applying Metrics

Initial Presentations

New Leads25%

Connected Call Outs

Total Presentations

10%

Professional Referral Source Presentations

Professional Referrals

10%

30%Total Tours/Appts

Move-Ins from Professional

Referrals

33%

Move-Ins

Sales Productivity Model

PresentationsActivity Level

Effectiveness RateSkill Level

New Sales orNew Referrals

Results





Results

10 20% 2





Results

10 20% 2

15 20% 3





Results

10 20% 2

15 20% 3

15 30% 4.5

External Sales

External Sales

Adult children continue to be the key

influencers

Prospects listen to advice from people

they know and trust

Both seniors and families rely on

professionals

Consumer & Professional Education Works

Outreach (External Sales) Analysis

Develop 2 tactical outreach plans:

One for professionals (Professional External Sales)

One for adult children (Adult Child External Sales)

Establish specific activity goals for each plan

Use a CRM to track referral activity and measure

results

Most Critical: Resident and family member referrals

Goal: 50%+ of Move-ins from Referrals

Key Characteristics of an Effective External Sales Person

Goal oriented Highly organized Positive energy – excited to share information Effective communicator Listens first – gains understanding Talks second – provides best solution Excellent customer service skills – follows up

on referral outcomes Is the face of your community, in the

community Professional & friendly disposition

Key Characteristics of an Effective External Sales Person

Hiring the Right Person

Non-trainable characteristics

What are those?

Train and coach on techniques

Internal Sales

Internal Sales

Engage both the prospect and the adult

child influencer in presentations

Engage other staff members in

presentations

Discover, discover, discover = not just

needs, but what’s most important

Demonstrate your solution

Confirm the next step

Internal Sales Analysis

Develop 2 solutions:

One for the new resident – how we help you

One for the family – how we help you

Establish specific activity goals for internal sales

Use a CRM to track referral activity and

measure results

Most Critical: Number of presentation per sale

Goal: 50%+ of presentations result in sale

Internal Sales Tools

Resident/family member engagement

WOW Sheets

Testimonial letters

Decision Guides

Moving Assistance

Explanation of new resident/family orientation

Your CRM

Use WOW sheets to share outcomes

Identifying Your Various Target Audiences of Today

Identifying Your Target Audiences

Adult children

Spouses

Hospitals & Staff (ACO’s & Bundled)

Physicians (gerontologists and specialists)

Wealth advisors

Home care agencies

Hospital auxiliary (volunteers)

Pharmacists

How to Reach Target Audiences

Adult children & spouses – educational events, civic organizations, digital marketing, referral organizations

Hospitals – in the C Suite

Physicians – in the hospitals

Wealth advisors – as speakers

Home care agencies – through networking events

Hospital auxiliary – join

Experiential Impact on Sales Success

First Impressions

On the phone and at reception desk

Curb appeal

Parking spaces

The Greeting

Interaction with residents and staff

Cleanliness and Organized

Welcoming and home-like, not clinical

Impactful Model Suite and Commons

Assisted Living Suite

Impact of Prospect Experience

Impact of Prospect Experience

Demonstration of Resident Experience



Concepts that motivate the 50+ Market

How aging impacts the decision marking process

Relationship building skills for all levels of staff that



New marketing programs that work even better

Concepts that motivate 50+ Market Concepts that motivate the 50+ Market –

• Less subject to peer influence and status issues

• Less responsive to embellished claims

• Less sensitive to price, more sensitive to value

• Greater interest in having choice

• Greater interest in intergenerational interaction

• Greater interest in well-being and supporting programming

• Greater interest in walkability

• Greater comfort with technology

Source: “Making Innovation Work,” Point Forward Solutions, 2015

Aging and the Decision Process

How aging impacts the decision making process

• Decisions have a huge impact on their remaining years

• There are many more health related decisions to make

• There are very few studies on aging and decision making

• More concern about memory loss than decision making

• Numerous sub-processes – multiple pieces of information,

multiple steps of processes, dealing with the emotional

impact of a decision

• Better at avoiding negative affect of decisions

• Frontal regions of the brain impact decision making ability

Source: A Review of Decision-Making Processes: Weighing the Risks and Benefits of Aging - Mara Mather

Relationship Building Skills Relationship building skills for all levels of staff that


• Relationships are the key

• Initial presentation – the true picture

• Families – the frontline customer

• Staff = Reputation

• The cost of broken promises

• Share – Service/Honesty/Attitude/Respect/Ethics

• Dealing with complaints

Source: Customer Service In Assisted Living - Strategies for Building Successful Partnerships Kelly Smith Papa, MSN, RN Carol Marshall, MA

Traditional Marketing


• Referrals still the best – resident/family/professional

• Targeted advertising – smaller local publications

• Referral Agencies

New Marketing New marketing programs that work even better

• Website – take the website challenge

• Automated email marketing

• Remarketing

• Review sites

• Social Media

• Blogs & White Papers

• Videos

• Consumer education – become the trusted source for

information about care for older family members

• Professional education – become their source too!

Discussion

[email protected]

Thank You

loveandcompany.com

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Demystifying Assisted Living Marketing and Other … 17 Huntsicker... · Demystifying Assisted Living Marketing and ... You use tools to be able to ... Relationship building skills

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