Census Building:  The Marketing Collective

Utilizing All Your People To Make a Difference

Patty Cisco, MBA Principal & Creative

CatalystCISCO & CO, LLC

What has changed?

Focus

• Marketing Past, Present & Future

• Marketing quality outcomes to your advantage (CENSUS)

• Cooperative marketing plan

3 Ways to Grow Your Census

1. Get new customers

2. Sell existing customers more (loyalty)

3. Add new service/product lines

If you don’t make things happen, then things will happen to you.

~ Robert Collier

Traditional Marketing

Marketing Present &

Future• Pushing your message• All about “you”• Broad-not targeted• Cookie Droppers• Advertising

• Pull your audience • All about “them”• Targeted & Focused

Message – 70% Education

– 20% Engagement

– 10% Promotional• “Professional” Sales• Preferred Partners

(quality)

• Brand awareness (on & off line)

What will no longer work?• One size fits all marketing

• Waiting for the phone to ring (Lack of Urgency)

• Unable to engage in “clinical speak”

• Not being a “player”

• Not having and using the right tools

• Not having an online brand presence

• Focused messaging on “meaningful” outcomes to the consumer

• Focus on wellness and healthy lifestyles

• Disease Management (Diabetes, CHF, COPD, Wound Care)

• Focus on resource knowledge and coordination

• STOP TALKING ABOUT YOU! Be A Resource

SITUATION

Marketing is…

• Focused messaging on “meaningful” outcomes to the consumer

• Focus on wellness and healthy lifestyles

• Disease Management (Diabetes, CHF, COPD, Wound Care)

• Focus on resource knowledge and coordination

• STOP TALKING ABOUT YOU! Be A Resource

1) Forums-focus groups

2) Speaking

3) Being published

4) Networking; formal association activities

5) Internet marketing (email, social media, websites)

6) Seminar host

7) PR

8) Direct Mail

9) Advertising

10)Sponsorship of events

11)Brochures/collateral

12)Cold calling

BLOG Title Views Avg. Time on PageReiki & Judaism 14 3:58The Role of Grandparents in Teaching Jewish Traditions 12 1:55Explaining Shiva to non-Jewish Friends 8 1:50Internet Resources for Jewish Caregivers 6 5:18

FB

Reviews

Sales is…

Engaging the lead, prospect, referral source…

Opening the door to a long term relationship!

Knowledge

• Average LOS

• Re-hospitalization rate by diagnosis

• Customer satisfaction score

• Staff competency

• Certifications

• Clinical systems

• Data, data, data

• Physician protocols

• Physician support

Convince Tools

• Case Studies

• Progress Reports

• Discharge Reports

• Industry-related articles

Leverage Therapy Data• How do you communicate quantifiable

rehabilitation success to your patients, families, insurance companies and physicians?

• How do your rehabilitation outcomes compare to national benchmarks?

• Can you provide your length of stay (LOS) by diagnosis for both Medicare Part A and Part B?

• Do you receive Patient Outcomes reports after discharge?

-HTS Therapy Blog

Leverage Quality Initiatives• Percent of high-risk long-stay residents who have pressure

sores • Percent of long-stay residents who are physically restrained• Percent of long-stay residents who have moderate to

severe pain • Percent of short-stay residents who have moderate to

severe pain• Exceeding the threshold of 85 percent or higher of “good”

or “excellent” ratings on the family satisfaction • Question “would you recommend this facility to others?”• Participation in the employee satisfaction survey – what

are your outcomes?• Are you above the state average on either RN/LPN stability

or certified nursing assistant stability?-Georgia Health Care Association CQI initiatives

RESULTS ORIENTED MARKETING PLAN

=“COOPERATIVE”

MARKETING TEAM

Coach K’s ‘Aha’ MomentMike Krzyzewski, Coach for Duke men’s basketball team

The ‘Aha’ Moment

“Almost everything in leadership

comes back to

relationships” –Coach Krzyzewski

Staffjacking!UNPRODUCTIVE

• Complain

• Argue

• Pout

• Scheme

• Refuse to change

• Mention state survey sanctions

• Allow care to decline

• Threaten to unionize

• Talk about a walk out or quitting

• Agree to making changes to appease management, then return to the ineffective actions

PRODUCTIVE• Be Part of the Solution! Everybody is

responsible for your census growth

• What data is collected that can be turned into a marketing convince tool?

• What can be posted on your social channels that is a great statistic?

• What is your call light response?

• What is your niche?

• Actively participate in the plan development & execution

• Teach & support

SITUATION-What would you do differently?

• Marketing is different today

• Data drives decision (on & off line)

• Share your knowledge to leverage census & be part of the census development team

Key Takeaways

Phone: 419-977-2404ciscoco.com