Turning Sources

into Sales!

Anthony Cirillo, FACHE, ABC

www.4wardfast.com

Assisted Living ConceptsSeptember 26, 2008

Price versus Value Increasing Leads Current Referral Sources Expanding the Referral Base Intersecting Priorities

Agenda

= 2 cents a cup

= 20 cents a cup

= $1cup

= $3 - $5 a cup

The Experience Economy – B. Joseph Pine II, James Gilmore

Growth Strategy

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

U.S.P.

“Injury-free yoga”

U.S.P.

“Dominos Pizza. In 30 Minutes or It's Free! ”

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.

What is Marketing?

Company Capabilities Customer Wants

Marketing

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

The buyer convinces herself!

Data Collection

Interests and Influence

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

Marketing Mindset

Walk in your client’s shoes.– Understand what they want, rather than what you

want.– See things their way.– Feel their pain.

More Leads From Existing Sources

Position yourself as a consultant and an advisor.

“It doesn’t hurt to ask.”

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.

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• • • • • • • •

NCAL

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

45% of Your Residents Came From Their Home

Monitor the Environment

CMS and State Data

Google / Google Alerts

RSS Feeds

Technorati.com

Blogpulse.com

There is a core of 20 million who are influential and from

whom other health consumers seek advice.

Engagement

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.

Give Something Away

Create Community

Shouldice Hospital

Dinner, entertainment, camaraderie, and a hernia exam!

Cause Marketing

Brand Extensions

Develop services and products that

your brand.

EXTEND

Share Some Stories Please

“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 BartlettCEO, Autobytel.com

Make Their Priority Your Priority

Who is “A Person Like Me?”

EUNorth

America

Latin Americ

aAsia

Shares common interests with you 1 1 1 1

Is the same profession as you 2 4 5 2

Holds similar political beliefs to you 2 2 3 3

Is from your local community 4 3 2 5

Is the same nationality as you 5 6 4 4

Is the same gender as you 6 7 6 6

Is the same religion as you 7 5 7 8

Is the same race/ ethnicity as you 7 8 8 7

Ranking

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…

Highest ranked Lowest ranked

Source: Edelman Trust Barometer 2007

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

The Van De Kamp’s – big success, married with kids, upper income

Scavo Family – play groups, married with kids, upper middle income

Lessons1. Establish your value proposition

and unique selling proposition.

2. Match the right value to the right audience.

3. Know your prospect and referral source so you can surprise and delight them.

4. Think more broadly about your referral sources and prospects.

5. ALF is a delayed purchase. Build tipping points now for future choice.

6. Make Their Priority Your Priority.

The Ultimate Question

Would you recommend us to others?

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

Questions

Anthony Cirillo, FACHE, ABC

1-704-992-6005

cirillo@4wardfast.com

www.4wardfast.com

www.anthonyssong.com

http://sickoh.blogspot.com/

http://anthonyssong.blogspot.com/