one & it's done toolkit packet instruction booklet (k lucas puckett)[1]

“ONE and it’s DONE”Medical Professional Referral Campaign

April/May 2015

brookdale.com

Hello, Brookdale Family,

Referrals from medical professionals are among our top-converting leads. They are crucial for achieving

and sustaining our occupancy goals in the most efficient way. To help you increase success with medical

professional referral sources, we will provide you this year with several themed outreach programs

targeted to these vital lead sources. The first, called “One and It’s Done,” begins in April and can continue

into May. This toolkit provides guidance and resources to make the campaign as easy and successful for

you as possible.

We all know medical professionals are extremely busy and their available time seems to shrink every year.

This outreach campaign is tailored to save medical professionals time and effort, making their jobs easier.

The message of “One and It’s Done” is that when medical professionals need to find care and services

for a geriatric patient, all they need to do is make one call to Brookdale, which offers a greater spectrum

of senior services than anyone else. As part of our “One and It’s Done” commitment, if we determine

Brookdale cannot meet the patient’s need, we will find another high-quality care provider that can and

then will rapidly get back in touch with the medical professional to explain the arrangements.

This “One and It’s Done” outreach is vital for Brookdale’s success. We have found that some medical

professionals have been contacting paid Internet referral sites to locate care and services for geriatric

patients, because they believe it offers the quickest way to find the full scope of local availability. We

must educate medical professionals that all they need to do is make one call to Brookdale, the senior care

leader, and they are assured of the easiest, fastest and best response to their needs. Medical professional

referral sources are about relationships and relationships take time to nurture, grow and are beneficial to

both parties. Providing medical professionals with service that saves them time and effort is a valuable

tool for developing these important relationships.

This toolkit provides all the details of “One and It’s Done” and contains collateral and an e-mail template

help you carry out this campaign. Your Vice President of Sales, Business Development leaders, Marketing

Strategists and DDSs/RDSMs will be discussing it in more detail with you. Here’s to making Brookdale’s

Business Development Directors and Sales Teams THE ONE to call for busy medical professionals!

Thank you for your dedication to helping Brookdale achieve its goals.

Love,

The Brookdale Marketing Team

Announcing “One and It’s Done”

Purpose:

• Increase referrals from medical professional referral sources- excluding paid referrals - in your local

area to generate leads during April and May.

How:

• This toolkit will help you position yourself as the expert in senior care by giving you the resources you

need to educate your medical professional referral sources about Brookdale’s complete continuum of

care services and our ability to respond rapidly to their immediate patient needs.

Identifying medical professionals to visit:

• Select your top five highest volume medical referral sources (Gold and Silver status in SMS) or those

you have selected as Professional Target Organizations.

What to do to prepare:

• Call your top five identified high volume medical professional referral sources and/or Professional

Target Organizations beginning in April.

• Plan to visit each one at least twice, for a total of 10 visits over the next six weeks. If you can get in a

third visit to each medical professional, that’s even better!

• Customize the “One and It’s Done” collateral included in this toolkit that is located on both the

Guide to the Living Brand and Brandworks.

o Research current community availabilities across your communities near each referral source

and/or availabilities across your shared market.

o Update availabilities each week and customize the collateral before each visit. Be sure to

include some details like amenities, services available, apartment type, etc…

• Communities within close proximity of each other should work with their district sales leaders or

business development market leaders to determine assignments of professionals so communities do

not plan multiple visits to the same medical professionals.

Medical Professional Referral CampaignApril/May 2015

“ONE and it’s DONE”



Setting the appointment:

• Acknowledge their busy schedule.

• If you have an established relationship with the medical professional, ask to make a 10-15

minute appointment to update their Professional Relationship Profile to ensure we’re meeting their

current needs.

• If it’s a new medical professional you’re targeting, ask to spend 10-15 minutes with them to understand

their needs and develop a Professional Relationship Profile.

*Note: The goal of this campaign is to have conversations with medical professionals within a short period of time about Brookdale’s continuum of care, breadth and scope of services and rapid response to referral calls to nurture or develop a relationship. However, we want you to cater to the needs your medical professionals and we understand that a small percentage of the time, this toolkit may not complement those needs. Be flexible and work with your DDS or business development leader to make April and May the most successful for you, your community and your medical professionals.

How to conduct “One and It’s Done” medical professional referral source visit:

Your medical professionals’ answers to these questions will frame topics for future conversations. Those topics are based on their needs and how you can meet those needs. So listen!

Visit One

• As you go through the Professional Referral Profile questionnaire, spend extra time on the question “What is most important to you in your role here?” Also ask:

o “What services are important to you?”

o “Is your need for assisted living, Alzheimer’s care, skilled nursing, hospice, and/or home care?”

o “What’s the timeframe in which you need us to get back to you?”

o “How do you like to be contacted? Phone? E-mail? Text? etc…”

Let them know you will review Brookdale’s breadth of services with them during your next visit and explain that with our “One and It’s Done” commitment, if we can’t meet their patient’s need immediately, we will find another high-quality care provider

and respond rapidly to provide an alternate resource.

• Following Visit One, send a follow-up e-mail to thank them and identify and outline the top priorities they identified during Visit One that you will address during your next visit(s).

Visit Two

• Devote Visit Two to addressing the previously identified priorities and a flyer dedicated to that subject as well as the flyer included in this toolkit customized with availabilities in your area.

• Following Visit Two, send a follow-up e-mail to thank them and say you look forward to seeing them again and to remind them that one call to you will solve all of their referral needs rapidly. One and It’s Done.

• Repeat, if you are able to schedule a third visit and for all future opportunities.

Promotional Materials:

Promotional materials and collateral for the “One and It’s Done” Campaign is available on the Guide to the Living Brand on BSLnet and on Brandworks.

Guide to the Living Brand:

• Go to BSLnet/Guide to the Living Brand

• Click on Sales and Marketing Tools

• Click on “One and It’s Done”

Brandworks:

• Community login (first time login, create profile page/password)

o Username: BU# (numbers only)

o Password: welcome (all lowercase)

• Regional or DDS login assistance, contact your Account Executive

o Brandworks HELPLINE Contact: [email protected] or 1-844-296-8013 (8 am – 5 pm CST)



How to code a new referral in the Sales Management System (SMS):

Capture the success of this campaign by accurately coding new referrals from your medical professionals. For new leads, add the primary lead source on the Lead Quick Add page as listed below. Don’t forget to add as much information as you can on this page and save. Then continue to the SMA lead profile, select the Inquiry Details tab (1st tab) and add the secondary course to track the campaign as listed below.

• Primary Lead Source

Lead Source: Referral – Professional

Associate/Org. (select your referral source name)

o Click the Select button to the right of this field.

o In the new window, click the SEARCH button to display your referral sources.

o Select the correct radio button to the left of the name, and click CONTINUE on the bottom right.

• Secondary Lead Source

Lead Source: Special Event Off-Site

Lead Source Detail: Educational Program/Seminar

Additional Detail: One and It’s Done

o Click the Select button to the right of this field

o In the new window, click the SEARCH button to display Educational Program/Seminar Options

o Select the correct radio button to the left of the name and click CONTINUE at the bottom right

When you’re finished coding your new lead, make sure you click SAVE. If you need help, please contact [email protected].



1

Professional Relationship Profile

Referral Source’s Name: _____________________________________ Date / Time of Appointment: __________________________________________

“I would like to learn more about you and your business today. Do you mind if I ask a few questions, so I’ll know best how we may partner with you?”

What is most important to you in your role?

What is your biggest challenge here?

Tell me about your (community, rehab, practice, etc.)

Date: _________________

UN

DE

RS

TA

ND

LI

ST

EN

Goals: Plan out what unique questions you want to ask this professional to learn about their business. What do you want to accomplish or achieve? AVIP: Appointment - Visit - In-Service - Person

What are you bringing? (Flyer, Personal Connection, etc.)

PR

E-P

LAN

What is your role here?

How do we make an ideal referral to you?

What has been your experience with our community? How can we make it even better?

Professional Relationship Profile – Page 1


2

Contact Information

“I’d like to make sure you have my contact information in case you have any questions.” (Give your cell or work number) “What is the best number to reach you? Email?” Name / Title: _________________________________________________________ Organization: _____________________________ Phone: __________________________________ Email address: _______________________________________________ Business Address: ____________________________________________________________ City: ___________________________ State: ____ Best method of communication with you?: ____________________________ Frequency of Contact? ___________________________________

SOLVE & ENRICH “Based on what we talked about today I have some solutions I would like to share with you.”

PA

RT

NE

R

Needs & Expectations Needs & Expectations Needs & Expectations

Advance the Relationship: (Logical, Timely, and Agreed Upon)

Summarize and verify their needs and expectations.

“At Brookdale it is important for us to know you as a person and not just a role. May I ask you a few more questions that would help me to get to know you better?”

If you could do anything you wanted other than your job, what would you do?

Who inspires you?

What are some of your favorite things to do outside of work?

How do you like to unwind or relax? UN

DE

RS

TA

ND

Professional Relationship Profile – Page 2


brookdale.com

The Right Care, RIGHT AWAY.

At Brookdale personalized assisted care is a way of

life. So when it comes to assisting you, naturally

we extend that same level of service and care.

Call us for prompt patient placement, and we’ll

arrange for the right care, right away — regardless

of availability. That means if we can’t accommodate

your client at a Brookdale community in your area,

we’ll assist in finding another high-quality provider

who can. With us, you make one call and your job

is done. So, contact us for all your patient

placement needs.

For our “One and It’s Done” referral service,

call (000) 000-0000.

Brookdale specializes in prompt patient placement.

KCORP-P22-0315-FLY1 Brookdale® and ALL THE PLACES LIFE CAN GOTM are trademarks of Brookdale Senior Living Inc., Nashville, TN, USA.

Brookdale Editable Continuum Flyer


THEY GET THE CARE.

You make the call.

Call Brookdale for prompt patient placement, and we’ll arrange for the right care, right away — regardless of availability. That means if we can’t accommodate your patient at a Brookdale community in your area, we’ll assist in finding another high-quality provider who can. No more calling around. No more hassles. Just peace of mind knowing that you’ve secured the quality care you want for you patients with just a single call. So, contact us for all your patient placement needs.

For our “One and It’s Done” referral service, call (000) 000-0000.

Brookdale offers you “One and It’s Done” prompt patient placement service.

Our rapid response referral process includes:

• Same-day evaluations

• Assistance with paperwork

Community Name

Apartment Name • Services

Apartment Information

Community Name



Community Name



Community Name



Community Name



Community Name



• Transportation to community, if needed

• Assistance with family meetings to discuss discharge options

brookdale.com


Editable Availability Flyer


Call Brookdale for prompt patient placement – it’s the only call you’ll need to make to get them the care they need. Once at a Brookdale community, your patients will enjoy our emphasis on engaging, stimulating programs and events. And our culture of care even applies to you – if we can’t accommodate your patient at a Brookdale community, we’ll assist in finding another quality provider. So call us, it’s the only call you’ll need to secure quality care for all your patient placement needs.


Brookdale offers you “One and It’s Done” prompt patient placement service.

ONE CALL PATIENT PLACEMENT is a real convenience. HAVING YOUR PATIENTS LIVE LIFE TO THE FULLESTis a real gift.

brookdale.com


Our rapid response referral process includes:

• Same-day evaluations

• Assistance with paperwork

• Transportation to community, if needed

• Assistance with family meetings to discuss discharge options

Community Name



Community Name



Community Name

Apartment Name • ServicesApartment Information

Community Name



Community Name



Community Name



Editable Availability Flyer – Life Enrichment


Immediate Patient Placement. Always

Call us at (000) 123-4567

The Right Care. Right Away.Brookdale specializes in prompt patient placement.


At Brookdale, premium care is a way of life. And, when it comes to assisting you, we extend that same level of service and care. Call us for prompt patient placement, and we’ll arrange for the right care, right away — regardless of availability. That means if we can’t accommodate your client at a Brookdale community in your area, we’ll assist in finding another high-quality provider who can. With us, you make one call and your job is done. So, contact us for all your patient placement needs.

Or visit brookdale.com

Editable Email Template


One and It’s Done Making Brookdale’s sales and business development teams the one to call for busy medical professionals

Love,

The Brookdale Marketing Team

KCORP-P22-0315-SPL Brookdale® and ALL THE PLACES LIFE CAN GOTM are trademarks of Brookdale Senior Living Inc., Nashville, TN, USA.

brookdale.com

one & it's done toolkit packet instruction booklet (k lucas puckett)[1]

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