Heart to Hearts Marketing Campaign
January 17–
February 29, 2016
VERSION 1/18/16 Note: a red underline indicates an inactive link; materials not yet available
Heart to Hearts Campaign Overview
A business development & lead
advancement campaign that
starts Healthy Weight Week and
through American Heart Month.
• Suggested campaign run dates:
week of Jan. 17 – Feb. 29
• Purpose: Spread awareness of your
community and position yourself as
a resource for senior care.
• The campaign will raise awareness of
heart disease risk and develop or
strengthen ties with referral sources
and prospects.
• Initiative focused on women 65+
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Use for business development, community outreach and lead advancement activities.
Heart to Hearts Campaign Timeline
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Suggested schedule, but may vary based on community:
1) Jan. 17-31: Community plans & schedules visits to existing
professionals and identifies any new potential professionals
2) Jan. 17-Feb. 29: Community contacts lead bank to share the
campaign educational materials and offer wellness check up
appointments* or heart healthy meal invitations
3) Feb. 1-29: Community visits professionals and local
organizations throughout the month to share the campaign
educational materials, obtain referrals and offer wellness check
up appointments* or heart healthy meal invitations
4) Feb. 8-10: Email blast to all professional referral sources and
lead banks (coordinated by home office marketing team)
5) Feb. 14-29: Host a prospect event
*Wellness check appointment availability must be discussed with your HWD or nurse.
Campaign Tactics Highlights
• E-blast– Education about heart disease and offer wellness check up appointments.
• Professional Visits / Community Outreach– Identify three or more professionals or local organizations and schedule a visit to discuss: – Brookdale is committed to raising awareness for heart disease
– Partner to educate senior women about their risks of heart health
– Obtain referrals who could benefit from a wellness up check*
• Prospect Events & Activities– 1:1 opportunities or events at the community to learn more about Brookdale
*At anytime throughout the campaign timeframe wellness check up appointments can be offered to prospects in your lead bank or those referred due to FFL, business development or community outreach. Appointment availability must be discussed with your HWD or community nurse.
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Identify Your Target Audience
Professionals & Community Outreach
• Exercise and nutrition are important to a healthy heart—plan on visiting
family practitioners, internal medicine physicians/geriatricians, nutritionists
and cardiologists. Tip! Use the Professional Relationship Profile (PRP) to plan a successful visit!
• Identify your highest volume healthcare referral sources in SMS (ask residents
who care for them in these categories to expand your network)
• Identify local organizations to partner with and educate their members
Prospects/Influencers
• Use your “Ranked Leads” list (a prioritization of your SMS leads found in My
Community Site on BSLnet in the Marketing/Sales folder for your community)
to briefly share the effort to raise awareness & offer a wellness check up appt.
• Use the FFL process to ask your current residents and families if they know
someone who could benefit a from a wellness check up.
Optional: Consider a home visit wellness check up with HOT prospects referred by a
professional or from your lead bank. Ensure you consult your HWD or nurse on availability.
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The Wellness Check Up Appointment
What is involved in a wellness check up?
• Wellness Checks Ups are appointment ONLY; approximate length is 20-30 minutes
• An appointment may include: Blood pressure and weight checks, medication review,
conversation about risk factors of heart disease including diet, exercise, smoking
cessation, etc. Additional resource: Heart Failure (HF) Clinical Guidelines
• Discussion around benefits Brookdale can offer to help reduce risk, i.e. nutritious
food, B-Fit classes, nursing support
• HWD/nurse records results on a Wellness Check Up card; may recommend a follow-
up conversation with their own doctor, dining director to discuss dining program or
the resident program manager to discuss exercise options
How can you partner with your nurse?
• Discuss appointment (onsite & home visit) availability with your nurse—be mindful
they have a busy schedule taking care of your current residents
• Understand what occurs during the appointment
• Brainstorm how Brookdale services and programs can help reduce potential risks.
• Follow up with the prospective resident, i.e. B-Fit flyer, Chef’s Showcase event, etc.
that would interest prospect based on outcome of wellness check up
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Red underline=inactive links; materials not yet available
Campaign E-blast Details
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• Distributes Feb. 8-10 by home office
marketing team for communities who
opt-in.
• Offers a wellness check up* at
participating communities
• Send to active lead bank with versions
for medical professionals and prospects
• Directs professionals to BKD website to
find a community phone number:
https://www.brookdale.com/find-a-
community/
• Directs prospects to specific BKD
community phone number.
Note: Actual email template not shown.
*Wellness check up appointment availability must
be discussed with your HWD or nurse.
Campaign Professional Referrer Visit Details
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• Two versions available: Flyer #1 and
Flyer #2. 1) customize, 2) download,
3) print/mail locally.
• Identify the professionals to visit &
plan using the PRP.
• Work with your DDS to eliminate
duplicate visits in cluster markets
• Ask which patients could benefit
from a wellness check up.
• Leave behind Wellness Check Up or
Heart Healthy Meal coupons to
share with patients. Note: determine
qty. of Wellness Check Up coupons to
leave based on how many appointments
your nurse can manage.
Red underline=inactive links; materials not yet available
Campaign Lead Advancement & Outreach
• Share the flyer with local organizations and lead
bank to educate on heart disease and instruct how
to schedule a complimentary personal wellness
check up at your community (or home visit*).
• Personally invite prospects to enjoy a heart healthy
meal with your ED, you or residents. Another option
is an invitation to attend a Chef’s Showcase event or
Valentine’s Day celebration (see next slide).
9 *depends on your nurse’s availability; use with HOTs
Optional: Create a heart healthy care basket
with 5-6 items (suggested spend $15), meal
coupon and Six Tips to Boost Cardiac Health
infographic for HOT prospects. Charge to BU#-070-600809.
Red underline=inactive links; materials not yet available
Campaign Event Opportunities
• Invite prospects to your
community for events related to
the heart: Chef’s Showcase event
or a heartwarming Valentine’s Day
celebration
• Event giveaways: Present the
infographic that includes six tips
to heart health, the Brookdale
Cookbook offering 14 Brookdale
heart healthy recipes courtesy of
Brookdale’s chefs
• Event promotion tactics: mailing,
phone, community outreach,
email via ClearSlide, Facebook
posts, newspaper calendar of
events or schedule an e-blast
through the home office
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Red underline=inactive links; materials not yet available
Get Results—Get Creative!
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The sales and dining
teams partnered to get
creative and prepared a
heart healthy pancake mix
to deliver to prospects.
~Brookdale Destin in
Destin, FL.
The sales team Brookdale Westlake
Hills in Austin, TX provided a special
in-home heart healthy meal for two
special leads, the Loehlin’s.
~Brookdale Westlake Hills in Austin,
TX.
In 2015, the sales team
delivers gift baskets to
prospects and they were
thrilled; one agreed to a
respite care stay as a result!
~Brookdale Shadowlake in
Houston, TX.
2015 Heart-to-Heart successes shown below. Please share your 2016
experience with your DDS and Divisional Marketing Strategist!
Tracking your efforts is important to determine the
campaign success. Use two sources when you code the
inquiry source of your new referrals:
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Campaign Tracking
Primary Lead Source Lead Source: Referral - Professional
Assoc/Org: [select the name]
Secondary Lead Source Lead Source: Special Event Off-Site
Detail: Educational Program/Seminar
Additional Detail: Heart to Hearts
Example:
Resources in “Heart to Hearts” campaign folder found BSLnet or BrandWorks
(Catalog > Marketing Toolkits > Heart to Hearts or 2016 Field Marketing):
1. BW: Campaign PowerPoint Deck (PDF)
2. BW: Professional Relationship Profile (PDF)
3. BW: Family Practitioner Professional Profile Tip Sheet (PDF)
4. BW: Internal Med. Physician/Geriatrician Professional Profile Tip Sheet (PDF)
5. BW: Cardiologist Professional Profile Tip Sheet (PDF)
6. BW: Wellness Check Up Evaluation Card (PDF)
7. BW: Heart to Hearts Prospects flyer (PDF)
8. BW: Heart to Hearts Professional Referral flyer #1 (PDF)
9. BW: Heart to Hearts Professional Referral flyer #2 (PDF)
10. BW: Heart to Hearts Six Cardiac Boosting Tips Infographic (PDF)
11. BW: Heart to Hearts Heart Healthy Meal Coupon (PDF)
12. BW: Heart to Hearts Health Wellness Check Up Coupon (PDF)
13. BW: Heart to Hearts Cookbook (PDF)
14. BW: Chef’s Showcase Event (PDF)
15. BW: Valentine’s Day Celebration Event (PDF)
16. BSLnet: Heart Failure Clinical Guidelines (PDF)
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Campaign Toolkit Index
Community
BrandWorks
(BW) Login
• Username:
5 digit BU#
• Password:
welcome
Campaign Questions?
Contact your DDS or Divisional Marketing Strategist.