Marketing Benchmarks for Home- and Community-Based Services 1.
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Transcript of Marketing Benchmarks for Home- and Community-Based Services 1.
1
Marketing Benchmarks for
Home- and Community-
Based Services
2
Quick Poll: Introductions
• Current providers of HCBS• Considering providing HCBS• CCRCs• Others
3
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
21
65% 35%
Panelist Gender
22
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%
30
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
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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
39
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
60
61
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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
64
65
66
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68
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70
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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