Presented by Jack LaBaugh Director of Marketing and Public Relations Standing Out From the Crowd.
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Transcript of Presented by Jack LaBaugh Director of Marketing and Public Relations Standing Out From the Crowd.
Presented by Jack LaBaugh
Director of Marketing and Public Relations
Standing Out From the Crowd
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 MarketingTraffic Generators
Protecting Your Brand (Reputation)
What Do You Want Your Brand To Look Like?
How Dominating is Your Brand?
Do you know what your agencies reputation is?
70% of all consumers trust brand recommendations from friends and family
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
Is your companies name safe in my home?
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!
Friends and Family
Is your agency’s name safe in my home?
Top 5 MarketingTraffic 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 MarketingTraffic Generators
Top Referral Marketing Sources
Top Referral Marketing Sources
Top 5 MarketingTraffic Generators
Top Consumer Marketing Sources
What does your social media presence look like?
facebook.com/homecarepulse
twitter.com/homecarepulse
https://profiles.google.com/115993601513152414292
linkedin.com/company/home-care-pulse
Do you currently have a referral program?
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?
THINGS FOR YOU TO CONSIDER
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.
Andrew Rail – Director of [email protected]
Contact usJack LaBaugh– Director of Marketing and Public [email protected]
