lucrative strategies to market your care home
TRANSCRIPT
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Presentation Naidex 2013 Care Conference
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• Case Study of Rose Lodge
• Positioning for Maximum Profit
• How to Capture the 95% of Prospective Residents You’re Currently Ignoring
• The Marketer’s Best Friend
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Rose Lodge Case Study
24 Bed Home in Exmouth Registered For General Residential & Dementia
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• Poor Occupancy Boils Down To:
Not Enough Enquiries- The Phone’s Not Ringing
Not Converting Enough Enquiries - They’re Not Liking What They Find
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Dr Ivan Hanney Dr Evaldas Cesnulis
Positioning For Profit
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Positioning For Profit
• Decide on who you’d like to serve
• But, make sure there’s a hungry crowd and feed them
• Be a specialist not a generalist
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How to Capture the 95% of
Prospective Residents You’re
Currently Missing
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The Buyers Journey
Benefits of Ownership Objections to Ownership Vendor Selection
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The Dementia Buyers Journey
• Start of seeking information about what dementia is and how to recognise it
• How to care for someone with dementia
• What are the options when they can no longer cope
• Which option to choose and from whom
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• Put out valuable content
• Capture their contact details
• Drip feed content that positions you as the ‘expert’
• You become the logical conclusion at the vendor selection stage
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Results
• Home Full Within 6 Months of Implementation
• 2 Price Rises in Last 6 Months Alone
• Still Could Have Filled Vacancies Twice Over
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• Who Is The Marketers Best Friend?
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• The Marketers Best Friend
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• How Much Can I Afford To Spend To Attract A New Resident?
• How Much Do I Need For My Marketing Budget?
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• How Much Can I Afford To Spend To Attract A New Resident?
• Average Lifetime Value of Your Resident
Average length of stay x weekly fee3 years (156 weeks) x £500 = £78,000
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• The £78,000 Moments
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• How Much Do I Need For My Marketing Budget
- Number of beds (60)- Divided by average length of stay (3yrs)- Equals number of residents need to find each year (20)- Multiplied by how much you can afford to spend to acquire a client (£1000)- Equals annual marketing budget (£20,000)
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What Marketing Really Is
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Text offer + your name & email address to
07624 803816
Offer Simon Beck [email protected]
07624 803816