Inside Advice on Marketing Senior Housing
EASTSIDE HEALTH AND REHAB CENTER
2012 MARKETING PLAN
Plan Introduction
This plan uses data from 2011 as an indicator and guide to where our marketing efforts are working and where they are not. I will attempt to utilize this data in developing a plan for 2012 that is more focused and effective through making changes in the areas that need more attention. This change in our approach should help us to be more effective in developing referrals into admits as well as expanding our referral base.
Environmental Scan
The Market Service Area
Geographic Origin AnalysisContributing Zip Codes / Count / Percent
Pittsfield, IL 62363 / 44 / 50.00
Quincy, IL 62301 / 16 / 18.18
Hannibal, MO 63401 / 03 / 03.40
Springfield, IL 62702 / 12 / 13.63
Griggsville, IL 62340 / 03 / 03.40
Pleasant Hill, IL 62366 / 01 / 01.13
St. Louis, MO 63110 / 03 / 03.40
Sherman, IL 62684 / 01 / 01.13
Columbia, MO 65202 / 01 / 01.13
Jacksonville, IL 62650 / 01 / 01.13
Mendota, IL 61342 / 01 / 01.13
Louisiana, MO 63353 / 02 / 02.27
Total / 88 / 99.93
The Target Market
Our target market is within a 90 mile radius of our facility. Our target age group is 60-100 years of age with the exception of those in their 50’s due to disability. Everyone in the target market that any staff member comes in contact with are potential referral sources.
The Competition
Our primary competitors are the following 4 facilities:
1)Liberty Village of Pittsfield
A)beds- 89
B)Medicare/Medicaid-both
C)Assisted Living- 24 beds/private
2)Barry Community Care Center
A)beds-76
B)Medicare/Medicaid-both
3)Scott County Nursing Home
A)beds-49
B)Medicare/Medicaid-both
4)Griggsville Estates Assisted Living
A)beds- 25
B)Private pay only
Marketing Strengths and Weaknesses
STRENGTHS:
--friendly, homey, family like atmosphere
-24/7 admissions
-provide only adult daycare program in the area
-longevity of employees/little staff turn-over
-assist with applying for Medicaid, Social Security, Medicare
-assist with billing for private insurances
-provide transportation to appointments
-provide competitive prices
-provide community involvement
-Medical Director is a hometown doctor
-Good knowledge and working relationships with MD’s, d/c planners, etc
-24 hour availability of department supervisors
-quick turn around rate on referrals
-very close-knit staff relations maintain positive atmosphere
- 5 star rating
WEAKNESSES:
-no locked Alzheimer’s unit
-no separate assisted living unit
-older building-need quicker repairs/updating
-competitor-newer building
-rural area
-shared bathrooms
-limited private rooms/private bathrooms
-current economy
-limited marketing budget
-untimely paying of bills to local vendors
Strategic Planning
We offer $50.00 bonuses to any staff member for referrals received that convert to an admission. We continue to attend community events to promote facility. Staff members volunteer at schools, churches, businesses, etc. in community to keep facility positive image.
Sales Objective
1) Increase Census
2) Keep our positive image in the community.
3) Keep number of Medicare A residents high.
Referral Source Analysis
2010 Referral Source AnalysisPeriod in Review: / Referrals / Admissions
Referral Source Category (list) / Count / Count
Web-Based / 1 / 1
Word of Mouth/Family Friend / 44 / 35
Hospital-Illini Community Hospital / 31 / 23
Hospital- Blessing Hospital / 20 / 12
Hospital-Hannibal Regional Hospital / 3 / 3
Hospital-Memorial Medical Center / 10 / 5
Hospital-St. John’s Hospital / 5 / 4
Hospital-Barnes-Jewish Hospital / 1 / 1
Hospital-University of Columbia / 1 / 1
MD office / 3 / 3
Total / 119 / 88
Customer Service
Current Program Status
-Pathways-we have a high rehab to home rate
-Adult Daycare Program-we are the only adult daycare anywhere close
-Restorative Nursing Program
-Specialized diets
-Wound care
-Social Services
-Activities
-Hospice Services
Marketing Contributions
-facility brochures including adult daycare and pathways
-positive facility atmosphere
-we visit our residents in the hospital
-we send get well cards
-provide follow-up calls to discharged patients
-invites to discharged patients to facility events
-make sure materials are current and available at MD offices, dialysis,
Oncology, physician’s clinic, hospitals
Marketing and Sales Manpower
Staffing Roles and Responsibilities
-Social Service Director
-Admissions
-Discharges
-Marketing Director
-Transportation Supervisor/Driver
-attend quarterly local hospital meetings
-member of Chamber of Commerce
**marketing and customer service is the responsibility of all staff
members at Eastside!
Performance Goals
-increase number of average admissions per month
-meet 3 new people/week
-increase usage of free advertising/publicity
-increase volunteer work at schools, churches, etc.
-visit assisted living facilities 4 times/year
-continue to market through the course of the day with taking patients to
appointments, phone calls, etc.
-all department heads will take a more active role in marketing due to
operating under reduced staff
Strategic Networking
Program Overview
-weigh importance of attendance for each offered function
-ensure no overlooked potential referral source within target market
-keep good working relationships with doctors, discharge planners, etc.
Objectives
-give each referral undivided attention/our expertise
-treat everyone we come in contact with, with professionalism and
courtesy
Goals
-increase census
-keep Medicare A census high
-add to list of current referral sources
Speaker’s Bureau
-Virtual tour of Eastside HRC and therapy department
-Power Point Pathways
-Videos/pictures of National Nursing Home Week and special events
Press Relations
-keep website updated
-brochures/flyers
-use any free advertising/publicity in local newspaper/local radio station
Primary & Secondary
Focus Markets / Contact
Frequency / Contact
Method / Transaction / Responsible
Party
Residents / 1,4 / 2 / 1,4,5 / Dept. heads
Wait-List / n/a / n/a / n/a / n/a
Prospects / 4 / 1,2,3,4 / 1-6 / Chris
Hospitals / 4 / 1,2 / 1-6 / Chris
Physicians / 4 / 1,2,3 / 1-6 / Chris
Families and Friends / 4 / 1,2,3,4 / 1-6 / Chris
Staff / 1 / 2 / 1,3,4,5 / Dept. heads
Board Members / 4 / 4 / 3,4,5 / Jerri/Chris
Volunteers/Auxiliary / 4 / 1,2,3 / 1,4,5,6 / Chris/Rokita
Community-Based
Referral Sources: / 4 / 1,2,3,4 / 1-6 / Dept.Heads
Primary and Secondary Focus Markets: customize ranking to your facility
Community-Based Referral Sources: customize the provided sampling to your facility and locale:
AARP Churches Morticians
All Support Groups Colleges/Universities Nursing Homes
Area Agency on Aging Discharge Planners Real Estate Agents
Assisted Living Communities Doctors & Appraisers
Attorneys Employers Retirement
Auctioneers Estate Planners Communities
Banks/Trust Officers Financial Planners Senior Centers
Beauty/Barber Shops Home Health Agencies Senior Educational
Bible Study Groups Hospitals Programs
Case Managers Library Media Officials
Chamber of Commerce Ministers
Contact Frequency: identify the contact goal for each group
1 = Monthly 3 = Yearly
2 = Quarterly 4 = As needed
Contact Method: indicate any one or all methods of contact
1 = Phone Call 3 = Mailing
2 = Personal Visit 4 = E-mail
Transaction: identify any one or all transactions that will transpire during the contact
1 = Provide General Information 4 = Event Invitation
2 = Provide Collaterals 5 = Speaker’s Bureau/Presentation
3 = Offer Incentive/Gift 6= Press Release/PSA
Responsible Party: identify the staff person responsible for the assigned transactions
Special Events
Strategy and Objectives
[Insert Narrative]
Event / Month / Theme/Topic / Market / Promotion1 / Jan. / Soup Supper / 1,3,4,5 / 2,3,7,10
2 / Feb. / Heart Aware/BP screens / 3,4,5 / 2,6,7,8
3 / Mar. / Volunteer Luncheon / 3,4,5 / 2,3,6,7,10
4 / Apr. / Easter Egg Hunt / 1,3,4,5 / 2,6,7,8
5 / May / Natl Nsg. Home Week / 1,3,4,5 / 2,6,7,8,10
6 / June / Annual Yard Sale / 1,3,4,5 / 2,6,7,8,10
7 / July / Family BBQ / 1,3 / 2,3
8 / Aug. / Collect School Supplies / 3,5 / 2,6,7,8,10
9 / Sept. / Fall Festival Parade / 1,3,4,5 / 2,8,10
10 / Oct. / Safe Trick or Treating / 1,3,4,5 / 2,6,7,8
11 / Nov. / Thanksgiving Dinner / 1,3 / 2,3
12 / Dec. / Food Drive-xmas basket / 3,4,5 / 2,6,7,8,10
Month: identify the month (or date), the event will be hosted.
Theme/Topic: identify the event theme (educational or social) or indicate the event title
Target Market: define the target markets that will be invited to the event by recording the corresponding key code. You can and should have more than one target market.
1 = Residents 4 = Prospects
2 = Wait-List 5 = Community-Based Referral Sources
3 = Families and Friends 6 = Other (describe)
Promotion: determine and define the methods you will use to advertise the event by
recording the corresponding key code
1 = Press Release/PSA 7 = Radio/Television
2 = Personal Contact 8 = Web-Site
3 = Direct Mail Invitation (includes e-mail) 9 = Co-Sponsor Advertising
4 = Direct Mail Newsletter 10 = Other **(flyers)**
5 = Direct Mail Postcard
6 = Newspaper
Collateral Materials
Collateral Material Specifications
-Holiday Flyers & Invitations
-Event Flyers
-Get well cards
-Inquiry Folders
-Brochures-facility, adult daycare
-Business Cards
-Christmas Cards
-Pathways-folders/flyers
-Marketing Supplies-pens, post-its, etc
-Flags
Execution
Submit requests to marketing department in a timely manner
to receive proofs and have approved
Direct Mail
Strategy and Objectives
-keep family members, community apprised of upcoming events
-request materials from marketing dept. in a timely manner.
Execution
-mail invitations, postcards, letters, etc. to family/community
In a timely manner
Direct Mail PlannerMailing / Month / Theme/Topic / Market / DM Piece
1 / Jan. / Soup Supper / 1,3,5 / 2
2 / Mar. / Volunteer Luncheon / 2,4,5 / 2
3 / July / Family BBQ / 1,3 / 2
4 / Nov / Thanksgiving Dinner / 1,3 / 2
5 / Dec / Christmas Party / 1,3 / 2
6 / Dec / Christmas Cards / 3,4,5 / 5 (cards)
7 / Sept. / Flu/Pneu Consents / 1,3 / 1
Month: indicate the flight month. A bi-monthly frequency has been illustrated. Customize frequency to your marketing strategy.
Theme/Topic: identify the direct mail topic or promotional theme
Target Markets: determine and define the target markets to be flighted by recording the corresponding key code. You should have more than one target market.
1 = Residents 4 = Prospects
2 = Wait-List 5 = Community-Based Referral Sources
3 = Families and Friends 6 = Other (describe)
Direct Mail Piece: record the key code for mailers you will send. You can send more than one type in a flight.
1 = Letter Mailing/Correspondence 4 = Direct Mail Postcard 2 = Direct Mail Invitation 5 = Other
3 = Direct Mail Newsletter
Print Media
Objectives
-Keep families/community apprised of upcoming events
Plan and Specifications
-use free advertising/publications as available
-notify press of any and all upcoming events
-send pictures/notices for publication
Execution
-send pictures, notices, information for publication to newspapers
In a timely manner
Print Media PlannerDates/Month / Theme / Publication / Section
Jan / Soup supper / Pike Press/Western Express / Upcoming events
Feb / Free BP Screenings / Pike Press/Western Express / Upcoming events
March / Volunteer Luncheon / Pike Press/Western Express / Upcoming Events
April / Easter Egg Hunt / Pike Press/Western Express / Upcoming
Events
May / Natl Nursing Home
Week / Pike Press/Western Express / Upcoming Events
June / Annual Yard Sale / Pike Press/Western Express / Upcoming Events/yard sales
August / Collecting School Supplies / Pike Press/Western Express / Upcoming Events
Oct / Safe Trick or Treating / Pike Press/Western Express / Upcoming Events
Nov/Dec / Food Drive for Christmas Basket Program / Pike Press/Western Express / Upcoming Events
14. Electronic Media
A. Broadcast – Radio/TV
-Local Radio Station-WBBA 97.5
-Testimonials for Pathways
-Any upcoming events
B. Web Site
-update website at least quarterly
-Contact Roger at Corp. for any instructions needed.