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Turning Sources into Sales!

Turning Sources into Sales!. Assisted Living Concepts September 26, 2008. Anthony Cirillo, FACHE, ABC www.4wardfast.com. Agenda. Price versus Value Increasing Leads Current Referral Sources Expanding the Referral Base Intersecting Priorities. = $3 - $5 a cup.

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Turning Sources into Sales!

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  1. Turning Sources into Sales! Assisted Living Concepts September 26, 2008 Anthony Cirillo, FACHE, ABC www.4wardfast.com

  2. Agenda • Price versus Value • Increasing Leads • Current Referral Sources • Expanding the Referral Base • Intersecting Priorities

  3. = $3 - $5 a cup = 2 cents a cup = 20 cents a cup = $1cup The Experience Economy – B. Joseph Pine II, James Gilmore

  4. Growth Strategy “Further develop life enrichment, dining and customer service programs to enhance value, support rate improvements, and attract private pay residents.”

  5. U.S.P. “Injury-free yoga”

  6. U.S.P. “Dominos Pizza. In 30 Minutes or It's Free! ”

  7. U.S.P. Subway—7 subs with under 6 grams of fat. Federal Express—When it absolutely, positively has to be there overnight Dominos Pizza—30 minutes, or it's free! Real Estate Agent—Specializes in just 250 homes in the Milford area. 9Second.com—Search Engine Positioning without geographical conflict of interest. Video Easy—Get it first, or get it free. (Note: They're talking about getting videos when you walk into the store.) Biz Tactics.com—Marketing books you can read in 30 minutes or less. Hardware Store—Only 3% mark up on wholesale prices. Law Firm—House conveyancing for a flat fee of $1,000. No hidden costs. Indian Restaurant—100 Dishes to choose from if you don't fancy butter chicken. Herbal Smoke Away—Money back if you don't give up smoking in just 7 days.

  8. What is Marketing? Marketing Customer Wants Company Capabilities

  9. Marketing is not new! Peter Drucker “It is the customer who determines what the business is. For it is the customer, and he alone, who through being willing to pay for a good or service, converts economic resources into wealth, things into goods. What the business thinks it produces is not of first importance—especially not to the future of the business and to its success. What the customer thinks he is buying, what he considers ‘value,’ is decisive.” 1954

  10. The buyer convinces herself!

  11. Data Collection

  12. Interests and Influence

  13. Crusader Characteristics • Attends public meeting on town or school affairs • Writes or calls a politician • Serves on a local committee • Officer of a club or service organization • Attends rally, speech, protest • Writes letter to the editor • Makes speeches • Works for a political party • Runs for office

  14. Marketing Mindset Walk in your client’s shoes. • Understand what they want, rather than what you want. • See things their way. • Feel their pain.

  15. More Leads From Existing Sources Position yourself as a consultant and an advisor. “It doesn’t hurt to ask.”

  16. Customers • Employees • Referring Physicians • Discharge Planners • Politicians • Clergy • Business • Volunteers • Service Organizations • Emergency Medical Services • Media • Support Groups • Affinity Groups • Unions • Payers • Financial Institutions • Government • Vendors • Residents • Community • Families and Caregivers • SNF • Trust Officers • Financial Planners • Home Health Providers • Non-medical in home providers • Insurance Salesmen • Real Estate Agents • CCRCs • Other ALF • DME Providers Match the right value proposition to the right audience.

  17. Customers • Employees • Referring Physicians • Discharge Planners • Politicians • Clergy • Business • Volunteers • Service Organizations • Emergency Medical Services • Media • Support Groups • Affinity Groups • Unions • Payers • Financial Institutions • Government • Vendors • Residents • Community • Families and Caregivers • SNF • Trust Officers • Financial Planners • Home Health Providers • Non-medical in home providers • Insurance Salesmen • Real Estate Agents • CCRCs • Other ALF • DME Providers

  18. NCALBladder incontinence 33%Heart Disease 28%Bowel Incontinence 18%Osteoporosis 16%Diabetes 13%Stroke 11%

  19. 45% of Your Residents Came From Their Home

  20. Monitor the Environment CMS and State Data Google / Google Alerts RSS Feeds Technorati.com Blogpulse.com

  21. There is a core of 20 million who are influential and from whom other health consumers seek advice.

  22. Engagement

  23. Engagement Are influencers participating in Family Council? Consider internal and external advisory groups. Access to information. Sneak previews. Participate in the development of a new service. Introduce resident families with similar interests / concerns. Use to attract others.

  24. Give Something Away

  25. Create Community

  26. Shouldice HospitalDinner, entertainment, camaraderie, and a hernia exam!

  27. Cause Marketing

  28. Brand Extensions Develop services and products that your brand. EXTEND

  29. Share Some Stories Please

  30. “If I buy a digital camera or a car, I’m not going to buy another one probably for years. But just because I’m not in the purchasing market that doesn’t mean my customer experience is at rest. The customer experience is always adding up to the next purchase.” Russ Bartlett CEO, Autobytel.com

  31. Make Their Priority Your Priority

  32. All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone sharing information about the company? Are you MOST likely to trust the person if he/ she… Who is “A Person Like Me?” Ranking Highest ranked Lowest ranked Source: Edelman Trust Barometer 2007

  33. Mike Delfino – sports, single male, no kids, low, middle income Gabrielle and Carlos – socialites, married, no kids, upper income Paul and Zach – soccer dad, single male with kids Edie Britt – on her own, single female, no kids, upper middle income Scavo Family – play groups, married with kids, upper middle income The Van De Kamp’s – big success, married with kids, upper income

  34. Lessons • Establish your value proposition and unique selling proposition. • Match the right value to the right audience. • Know your prospect and referral source so you can surprise and delight them. • Think more broadly about your referral sources and prospects. • ALF is a delayed purchase. Build tipping points now for future choice. • Make Their Priority Your Priority.

  35. The Ultimate Question Would you recommend us to others?

  36. Marketing Strategy • Marketing Audits • Medical Tourism • Market and price monitoring • Integrate CRM tools and continuous feedback tools • Design price packages based on customer wants and align to value • Integrate organizational goals into pricing approaches as a component of marketing strategy • Develop communication templates to tell the price story • Customer service training to support consumer driven healthcare • Tools and templates to tell the other side of the price story (i.e. economic impact studies

  37. Questions Anthony Cirillo, FACHE, ABC1-704-992-6005 cirillo@4wardfast.com www.4wardfast.com www.anthonyssong.com http://sickoh.blogspot.com/ http://anthonyssong.blogspot.com/

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