marketing tips for rural market
TRANSCRIPT
Marketing TipsAffordable Assisted Living in Rural Markets
First visits:(Be sure and take a handout that shows eligibility and income guidelines)
Area Agency on Aging (do not try to market at case management meetings)Local DHS OfficeLocal Hospital (ask to give presentation on affordable assisted living to social workers)Local Nursing Homes Home Health AgenciesOther Assisted Living Providers (building reciprocal relationships)Community CenterCongregate Meal SitesPhysicians’ Offices
As time allows:
Local Churches (information in bulletins or offer to do presentations to seniors)Funeral HomesLocal Alzheimer’s Association ChapterPhysical Therapy and Occupational Therapy providersPodiatristsBeauty SalonsPharmaciesAny place where seniors gather (for example, Hy-Vee deli for breakfast, McDonald’s for lunch) Give out key chains, magnets and pens/pencils.
Marketing success comes from the inside out:• Publish monthly newsletter (focus on new residents)• Conduct monthly resident council meetings• Offer small recruitment bonuses to residents (can be cash or gifts)• Make welcome baskets• Acknowledge birthdays• Help residents keep external relationships intact• Have a family event once a month• Hold a family council at least annually • Send a note to the physician of your new residents (include a picture)• Keep track of calls and tours – they are your lifeblood• Offer a free meal with tours• Ensure that the director is known and accessible to residents• Provide in depth training on calls and tours for all staff (amenities and benefits)• Focus on customer service skills (phone skills, conflict resolution, communication with residents
and families)• Follow-up tour or phone call with personal note from the director• Send a thank you to referral sources when they send you a client
Lead
Calling for self Calling on behalf of friend/relative (name):
Relationship of caller to prospect:
Age of prospect:
Name of Caller Date: Time:
Address:
City State Zip
Referral source: Hospital Nursing Home Current Resident Advertisement Yellow pages Professional Other:
Current living situation
Issues creating a need for AL
What are the current capabilities of the individual in regard to:
Bathing: Dressing: Grooming:
Laundry: Housekeeping: Laundry:
Medications: Incontinence Issues: Meal Prep:
Transportation (how does prospect get what he/she needs?)
Ambulation – Ambulates independently, without assistive devices Uses walker Uses wheelchair Uses cane Uses motorized cart
HCBS Elderly Waiver: Currently enrolled Applied for No status
Annual income:
Major health issues:
Tour scheduled: No (reason): Yes (date):
Information packet sent (date):
Call
Tour
Letter
Other_______
Name of employee:
Date: &Time: of contact (please check type)
Follow up:
Personal note sent by Director (date: )
Follow-up call (date: )