home care sales & marketing: industry benchmarks to help ......home care sales & marketing:...
TRANSCRIPT
Home Care Sales & Marketing: Industry Benchmarks to Help Your
Agency Effectively CompeteCaring.com Digital Marketing Academy
March 22, 2018
Welcome
This presentation will be available within a few business days.
This is a one-way webcast. Please ask questions using the tool at the
right side of your screen.
Caring.com: The #1 Senior Care Resource
Partnered with thousands of home care agency locations
nationwide
#1 for Senior Care Reviews
3 million monthly visitors
82,000 directory listings
175,000+ consumer reviews
3,000+ original articles
Dozens of online support groups
Featured Presenter: Erik Madsen
ERIK MADSENHome Care Pulse
Chief Operations Officer
• Joined Home Care Pulse in 2012
• Prior: 18 years at global
consumer products company – in sales, marketing, customer support, operations
• Masters in business management from Idaho State University
Agenda
• Overview of Benchmarking Study- Methodology
• 2017 Report: Sales & Marketing Findings - Consumer & Referral Marketing Sources- Why Consumers Choose a Home Care Provider- What Sets a Provider Apart- Growth Opportunities & Threats- Inquiry Tracking; Median Client Growth & Acquisition
• Reviews Program Integration
• Q & A
Home Care Pulse Presentation:
Benchmarks for Home Care Sales & Marketing
The Home Care Pulse Data Engine
Consumer Marketing vs. Referral Marketing
Referral Marketing• Clients (past & current)
• Home Health
• Hospice
• Assisted Living
• CCRCs
• Caring.com• Trusted Advisors
• Government Programs
Consumer Marketing• Internet in General
• Senior Directories
• Social Media
• Radio
• Television
• Caring.com• Google Ad Words
• Traditional Advertising
Top Consumer Marketing Sources: Leaders
Referral Source Marketing: Leaders
Are Your Clients Your #1 Referral Source?
Why Consumers Choose a Home Care Provider
Measure The Outcome: Net Promoter Score
Net Promoter by Region
The Power of a Promoter Online
CreateMorePromoters
ConsumerLeads
Caring.com
ValidatedReviews
HomeCarePulseSatisfactionManagementProgram
What Sets You Apart?
The Threats
Caregiver Turnover
Turnover and The First 90-Days
Growth Opportunities
Thinking of Expanding?
A Numbers Game
Focus: Quality Sources that Drive Quantity Leads
Close the Deal – Inquiry to Admission Ratio
Definition: % of qualified inquiries that become clients
The Impact of Closing More Deals
Number of Inquiries Received
Inquiry to Admission Ratio
Number of New Clients Each Month
Number of New Clients Over 12 Months
Revenue Difference if avg. length of service was 12-Mo @ $2,000 a month.
Company A 30 39.5% 12 144 $576,000 more
Company B 30 33.3% 10 120
Hire Those Who Can Close
Client Turnover
When To Spend More/Less on Client Acquisition
15% OFFUse Code: CARING15Expires: 3/31/18
2018 Home Care Benchmarking Study
Benchmarking.HomeCarePulse.com
Receive an additional
SPECIAL OFFER: Pre-Order the 2018 Study
www.homecarepulse.com | [email protected] | 877.307.8573
Contact Home Care Pulse
About Caring.com & Home Care Pulse
Reviews Integration
How Reviews Help Agencies:
- Prospects click listings / call agencies with reviews, skip those without
- Reviews proven to increase inquiries and conversions
- Caring Case Study: Listings w/ 15+ reviews achieved 1.5x more inquiries
Reviews Help with SEO, too:
- Google has “Reviews Around Web” unit; reviews show in search results
- Reviews help with search engine and directory rankings and page visits
Reviews Support Conversions & SEO
Partnership Overview
Since January 2017:
• Helps home care agencies get customer reviews on Caring.com listings
• Showcases home care agencies’ Home Care Pulse awards to prospective clients
Home Care Pulse is Starting Point
• Agency opts into program via Home Care Pulse Reputation Management software
• Agency sets % for how much feedback they want pushed to Caring listing
• Home Care Pulse thereafter pushes listing info, award badges, and reviews to Caring.com for that agency
How Home Care Agencies Participate:
Agency’s Customers Opt Into Program, too
• During call with agency’s clients: Home Care Pulse gets consumer’s agreement to share satisfaction feedback as a review on Caring
• Review content comes from: “Would you recommend this agency?” and “Agency impact on daily life”
• Once a month: Home Care Pulse pushes reviews/ratings to Caring.com via API
How Consumers Participate:
After The Review Is Sent to Caring.com
• Review guidelines apply for all reviews on Caring.com regardless of source
• Agencies partnered with Caring get “New Review Alert” instantly when review posted
• Agency can contest a review or publish a response (contact Caring)
• Agencies w/ reviews rank higher in Caring’s directory – attract listing visits/prospects
• Reviews count toward “Caring Stars” award
High Integrity Reviews Drive Results:
Q&A
Key Takeaways
Pay Attention to Your Data
– Set Your Benchmarks
Based on The Industry Leaders
Decrease Turnover in The First 90-Days and Improve
Your Inquiry to Admission
Ratio
Online Reputation Supports Sales & Marketing – Use
Home Care Pulse & Caring Integration to
Build Reviews Collection
Digital Marketing Academy - Upcoming WebcastThe ‘Secret Sauce’ for Home Care Agency’s Sales Success
Tuesday, April 24, 201811:00 AM Pacific / 2:00 PM Eastern
Thank You
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com
@CaringInsights(650) 762-8190 company/caring-com