Marketing fth for th e Future Now

lodgeflumpInternet and Web Development

Jun 26, 2012 (4 years and 9 months ago)

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1
Marketing
f th
f
or
th
e
Future Now:
Goin
g
Mobile
,
Web-enabled
,

Merrily Orsini, MSSW
Managing Director
corecubed
g,
,
Social Networking
July 25, 2011
facebook.com/merrily.orsini
facebook.com/corecubed
@MerrilyO
LinkedIn.com/in/MerrilyOrsini
Merrily Orsini
MSSW
Expert Business Marketing Strategist
Founder, Owner and Managing Director of corecubed.
Pioneer in the home care industry with a care managed non-medical private
duty business which she started in 1981.
Received Ernst and Young Entrepreneur-of-the-Year award for her success
in that business.
Serves as Chief Strategic Officer for the National Association for Home
Care and Hospice (NAHC) for Private Duty Immediate past chair of the
Care

and

Hospice

(NAHC)

for

Private

Duty
.
Immediate

past

chair

of

the

Private Duty Homecare Association of America.
Serves on the Editorial Board of the Home Healthcare Management and
Practice Journal, and is a regular author contributing to CARING Magazine.
Known as the expert in Internet marketing services, backed with a powerful
design team for web and print.
2
Objectives
► Describe the usage statistics,
characteristics,various platforms and
characteristics,

various

platforms

and

overall process of online inbound
marketing as an integrated component
of a successful marketing strategy
► Demonstrate the importance of effective
online inbound marketing strategies to
a
g
enc
y

g
rowth
g y g
► Identify the best methods for
implementing online marketing
communication efforts into the current
agency marketing and sales culture
Overview
► Taking a statistical look at how
people searching for home care
people

searching

for

home

care

do that in 2011
► Mobile devices and their integration
into everyday lives—at play and work
► Building an online presence that fits
the new model for how
p
eo
p
le find
p p
goods and services
► Marketing strategy, agency cultures,
combining forces for success
3
What is online inbound marketing?
► Definition/characteristics
► Usin
g
the Internet and related media to learn about
g
products or services
► Offering useful information, tools and resources to
attract
► Interact and develop relationships
► Various platforms
► SEO
► Blogs
► PPC
► Social media
Website Design/Development
► Content creation

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► Ongoing process/interaction
► Why mobile apps for home care?
4
Various Platforms/Tools/Devices
► The Tablet

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► Social networking

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► The Mobile Phone
► The mobile phone is
fast becoming the hub
for much of home care
l d k ti

坥扳楴敳
► Directories
► Industry blogs
► Communities
sa
l
es an
d
mar
k
e
ti
ng.
Important Lead Sources
5
Ongoing Process/Interaction
► Searching for care

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► Finding jobs
► Finding information about care needs
Mobile Apps
► EHR usage

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► Location specific
assistance
6
Marketing
Strategy
Marketing Strategy
► Growing a business (people who are seeking
services or information about services
)

)
► Having the right information available in a variety
of online ways
► Interacting and responding appropriately
► Integrating all outreach, communication efforts
with online inbound efforts
with

online

inbound

efforts
7
Targets
► Families and care team members of clients
and
p
atients
p
► Facilities working in tandem with home care
► Referral sources
► Employees
► Potential
l
emp
l
oyees
► Clients
► Patients
Marketing Strategy
► The power
► Interactive
,
collaborative
,
► 24/7
► Control over information and having a presence
where most people are searching for businesses
online
► Utilize the unique online ability to:
► Pursue
(
throu
g
h inbound tactics
)
( g )
► Persuade (through design and navigation)
► Keep in touch (through information and education)
8
Integration into an
Integration

into

an

agency’s overall
ongoing marketing
and communication
strategy
Inbound and online marketing
Inbound

and

online

marketing

communications are collaborative
between consumers and companies,
facilitating regular two-way
communication, and creating new
avenues for sales and marketing
avenues

for

sales

and

marketing
.
9
How to implement a
marketing strategy?
Integrating Inbound
Marketing with
Traditional Marketing
► Understand the targets, how they
are getting information
► Understand the various tools that are
used for inbound marketing and for
traditional marketing

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10
Your marketing strategy
is
y
our messa
g
e
,

y
our
y g,y
target markets, how you
plan on reaching them
and how you visually
present yourself and
b i
your
b
us
i
ness.
Basic Marketing Strategy
► Find a way to stand out: differentiate
to be remembered
to

be

remembered

► Understand the target audience
► Understand the messages that resonate
with the target
► Marry the visual with the message
► Communicate often in channels that
reach the target
► Establish and extend your agency brand
► Focus on results, based on measurement
11
The Ten Points for
Marketing Strategy
Research
Plan
Implement
Research
1.Know your competition
2
Know yourself
2
.
Know

yourself
► Client base
► Referral source
► Price points
3.Know the local / regional / national demographics
12
Plan
4.Schedule something weekly (daily for social
media
)
)
5.Vary activities across media, events,
personal contacts
6.Base plan on a set % of revenue and do
as much as you can within that budget
7
Use your staff when applicable
7
.
Use

your

staff

when

applicable

to “stretch” your efforts
Implement
8.Make your weekly task a priority
9
Follow all leads record themand follow up
9
.
Follow

all

leads
,
record

them

and

follow

up
10.Revisit the plan quarterly, keep the research
current, revise the plan as necessary based
on what is most effective
13
Marketing Possibilities:
► Website

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► Newsletters/eNewsletters

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► Networking
► Presentations
► One on one

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► Mobile phones
► Brochure(s)
► Sell sheets
► Car wraps

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► Media distributions
► Radio/TV
► Billboards/signage
How to incorporate
into the current
agency efforts
14
Think Inbound as well as Outbound
► Any marketing activities currently being
p
erformed
p
► Are you measuring for ROI?
► How can you use in tandem with inbound
marketing?
► Website creation
► Updated regularly
► Not
j
ust a brochure
j
► Interactive with the viewer/user
Reservations on Social Media
► Privacy issues

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15
Suggested types of marketing
communications for home care
and home health care agencies?
► Interactive provider profiles
► Care blogs
► Social media releases and interaction with clients
(Q&A, providing information, etc.)
► Video galleries
► Webinars
How can home care and home health
care agencies implement interactive
inbound marketing?
► Developing a marketing strategy for new
communication avenues
► Incorporating into current marketing strategy
16
Next Steps
► What will you do upon returning to your agency
to im
p
lement knowled
g
e from toda
y
?
p g y
► Who will you assign to implement?
► How will you measure for results?
On Merrily Orsini:
800.370.6580 x5
For More Information
Merrily.Orsini@corecubed.com
@MerrilyO
facebook.com/Merrily.Orsini
LinkedIn.com/in/MerrilyOrsini
Plus.google.com/Merrily
On Our Products/Services:
Internet Marketing, Web Development/Design, Strategy, PR corecubed.com
Dynamic Marketing Solutions for Home Care, Hospice, Private Duty MOST4YourMarketing.com
Products for the In-Home Care Provider: From Start-up to Growth MarketHomeCare.com
Blog —Marketing, Strategy, Resources, Aging Services Related MerrilyOrsini.com