Weekly Activities for Home Care Marketing Representatives
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- เผยแพร่เมื่อ 7 ก.ค. 2015
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I hope everyone is having a terrific summer thus far. What I love about the Healthcare Industry is how business goes during the summer months. I find that we tend to become relaxed and kick back, taking it easy for a bit. Which makes sense, especially if you have kids as they are out of school. But in this week’s episode of A Drink With The Hurricane, I’m doing to say DON’T. We have vacations for a reason, this is when you take time to recharge the battery. So use your days for that purpose. If you’re working however, you should be WORKING.
Now if you’re a full time Marketing Representative or a Home Care Business Owner who employs a (or multiple) Marketing Rep, how should I spend my time marketing in the field? This is where the importance and need of drop by visits comes in to play. After all, what are we trying to accomplish? We are trying to build a referring relationship with individuals who have the referrals to give. This is something that takes time, and so therefor we have see these folks again and again. How are we to accomplish this week after week, month after month?
Well this is a particularly debated topic from marketing company to company. Some marketing companies feel that marketing reps should see 40-50 accounts each week. I couldn’t disagree more. You want to talk about setting someone up for failure, ask them to go to this many accounts and see what happens. If you factor in drive time, office meetings, appointments, and so on, this gives you 10-20 mins to spend in each account. It’s just not enough time to be able to develop a referring relationship with someone. The visit would be quick, essentially asking for a referral and then leaving. I’ve personally recorded interviews I’ve had with social workers, and they do NOT appreciate this at all.
Here’s what I suggest you try:
Meaningful Conversations - When dropping by for a visit, don’t just ask for a referral, but get to know your contacts. People refer who they Know Like and Trust. If you only ask for referrals, you’re not developing a relationship and chances are you’re not getting the referrals you’re after!
Have a Face to Face visit with 1 person for every hour you spend marketing - If you are a Home Care Business Owner doing the marketing yourself for example, dedicate say 20 hours per week to direct referral marketing. With that 20 hours, you should have a meaningful conversation with a Key Contact with in a referral source 20x during that week. If you’re a full time Marketing Rep, working 40 hours, then do this 40x.
Plan to visit 15-20 Accounts during the week - In order to accomplish the above tip, we need to do so by seeing multiple key contacts with in a sales account. A SNF, for example, has 7 - 10 key contacts. If you’re going to take the time to drive there, make the most of it and see 3-4 of these key contacts all in one place on one visit. This is “Blanketing The Account”. It helps combat turn over, creates accountability, and helps you to ensure referrals are sent your way.
Repetition - If your accounts are well qualified (To find out about qualifying accounts, click HERE) then you need to do this again and again, week after week, month after month. Remember, it takes 8-12 visits before you start getting the referrals you’re after. That’s 2-3 months if you go weekly. The Good News, your competitors give up after 3-5.
These are part of the strategies that every coaching client of ours goes through, and you should see the referral numbers they put up! It truly is a perfect example of “Less is More”. We are trying to get individuals to trust you with their patients, and so it’s going to take time. The time we spend in front of them, the better our relationship will be and before long, you’ll be receiving the referrals you’re after.
Now if you are having trouble with this, or you have a marketing rep for your home care business but you’re not sure what they should be doing each week, then I strongly suggest you sign up for Home Care Revenue Builders now and register for the July Webinar, where I will cover EVERYTHING needed to help you hire, manage, and set up your marketing reps for long term sustained success. This essential if you wish to “Blow Away The Competition”!
I think people people actually recommend in the beginning to do 40-50 "drop bys" some weeks to be able to schedule those 15-20 "appointments" per week. As a former Executive Director, I would get very irritated when a marketer comes by my community and wants to give me their whole spill right then and there...because we are busy. It never fails...they come by right before an important conference call or care plan meeting. Another recommendation is during the appointment, ask me who I use and why? Ask about My biggest pet peeve. What are my issues with the current providers, etc. etc. This can give you guidance as to how you to present your services to that potential referral source. It is so common for marketers to tell me what they offer without getting an understanding of my needs. I know you offer PT, OT and speech but I partner with providers that offer that now. Why do I need to switch? Be prepared to tell me what stands you apart and why I should give you a chance. Just thought I'd share from an inside perspective.
Thanks for sharing. In my classes with my clients, I train them to be mindful of your time and build their agency to differentiate themselves from competition so as to deliver EXACTLY what you said here. “WHY SHOULD I SWITCH TO YOU?” You nailed it buddy. Thank you again for sharing. I filmed this video 7 years ago, and 100s since. The point is always the same. Bring real value to the partnership in a goal to form an interdisciplinary team to providing superior outcomes for our collective patients.
God bless you my friend.
@@HurricaneMarketingEnterprises wow...I didn't realize this was 7 years ago. I need to pay attention to that🥲. Yea I'm sure you've addressed everything I mentioned and more since then😆. My bad🥴.
Yeah! I hate that now that I’m in shoes. I used to made appts so I’m always expected. I only used to stop by clinics because they are very busy. A quick hello, some coffee, some new information or helping them understanding a patient’s coverage therefore saving them time on the phone. I used to make myself useful to all my accounts. They don’t have to work with you if you’re annoying.
I'm just starting as a business developer...these videos are so helpful to me....thankyou
I like this guy! I did this for 6 years and got tired of managers who don't understand the difference between building relationships vs making tons of visits a day! All they care about is "get out there and get referrals!" 9 out of 10 times I get referrals just by making a phone call to someone that I have taken the time to build a relationship with. I use to average about 120 referrals a month by making 2 visits a day. Then they made it mandatory to make 5 visits a day and I could barely bring 60 months!!! They still never got it!!
Great info, Maggie. I've been in sales 30 years, mostly sales to schools, but new to home healthcare sales. Same is true in educational sales.
I totally agree with you.
Great video! I love marketing health services and often thrive in ALF, SNF, and hospital setting. I struggle with doctor’s offices! Any advice for how to tweak my strategy and focus?
Great inside and yes your right! I am intrested into marketing. I can say your right I do believe in what you mean consistency to referral sources so they remember who you are and provide a good relationship.
thank you
The report you called Home Care Polls report. By the way nice video segment. Thanks for your expertise.
Steve, how should a marketer balance building relationships with referral sources while not annoying them? I've been told directly from administrators and DONs that they don't like "helicopter" marketers. 🤷🏼♀️
Love your channel. Thank you!!
Hi Kelly. Thanks for commenting and I am glad you enjoy the channel.
As you said it is about BALANCE. So balance the visits with purpose. Collaboration is my favorite way to do this. If I am collaborating with a referral source to conduct a heathcare event, then I have a reason to be there. Planning, logistics, promotion to get RSVPs, then set up and completion.
Its all about the reason for the visit. Another reason for a drop in, following up on referrals made. When we sign someone up, come back and give an update when the case starts, then again at 30 days, and again every 60-90days there after.
Those are two examples of purposeful drop ins that wont get turned away. 👍
Oooooo and did you get your free copy of my new Magazine??? You can access it here on my site www.homecareevolution.com/magazine
I am a business owner out of Trinidad and Tobago and I have been watching your videos for the past 2 year and for your videos to be very educational informative and easy to understand keep up the good job
Thank you so much for the kind words. Let us know if there is any way we can assist you.
You can email us at info@homecaremarketing.net or call us at 848-444-9865.
Thank you Natalie we really appreciate it, that exactly why we do what we do. If you ever are in need of assistance please don't hesitate to call 848-444-9865
What are referral sources. How do you reach out , what is there goal what do they want or I can help them with ? How do we get paid - Medicare ? VA ? Where is the most profit bed bath ? Home care? Wound care? Everything so vague
Should visits to accounts be made in advance or should I just pop up announced?
Combination of both David. Some planned and others drop in. It takes 8-12 visits before a company starts referring you. Always keep that in the back of your mind
What is the name of the book?
Its the Home Care Pulse Benchmark. The 2023 one is $1200. But you can get it for half price using discount code HCE600 www.homecarepulse.com
Great information
Thanks Keisha! What was your biggest takeaway from this episode?
Steve I'm wondering about the report you have there. I did a quick google search and could not find it. Can you share the full name of the book/report?...and where you purchased it? Thanks. ---LaTundia
+M Staffing It is called Home Care Pulse Report. Here is a direct link for the report. benchmarking.homecarepulse.com . Shoot us an email at info@homecaremarketing.net and well give you a promo code to get 15% off.
What type of events are successful for referrals? I don’t have a large budget and corporate won’t let me post on social media. We don’t have many health fairs this time of year in our area. I’ve marketed at nursing homes and physician offices. I live in a small town.
Makeup and More! Best advice I can give to this my friend would be to do your own events. If they don’t exist in your market, creating your own (networking meeting) is a golden opportunity not to pass up. 1.name it 2.get someone to host the first meeting 3.have them provide Continental breakfast 4.find someone to present something unique, fun, educational 5.Promote promote promote. 6.Repeat every 4-6 weeks.
Before long you will have referral sources coming to you because you connect people. That’s powerful.
Good luck sister
Thanks for the advise. I’m reaching out to senior citizen activity centers to speak at.
Awesome!! Keep up the good work!! Let us know if you have any other questions!!
Hello , I am new to marketing for a Skilled Nursing Facility. Do you have any keys ideas on how to more effectively get referrals? I usually visit about 4-5 medical offices but only do 2-3 hospitals a week. I usually call ahead and attempt to make an appointment . Some ask for " Vendor" registration which average from $150-$300 yearly to even talk to them. Any advice? Thank you in advance.
Hi Julie. Definitely register with the Rep Tracker for the Hospitals so you're allowed to come visit them. The quickest advice I can give you (cause I have 100's of presentations on sales and marketing to accounts) would be to develop relationships with what I call "Power Partners" or folks who market to the same places you do, but they don't compete with you. Then Shadow them. They know the lay of the land, they know the key professionals to seek out, and when they walk in, they don't need an appointment to strike up a quick conversation. Everyone at some point was new to the industry and area, this is a way of paying it forward. I find if you're heart is in the right place, you'll find individuals willing to help you get in.
I hope to see you some day soon at a boot camp, I'd consider coming to the next one in Atlanta - homecaremarketing.net/hurricanebootcamp/
Hi Steve I am just starting my company and I wanted to know what are the essentials documents I would need to be in my presentation folder for each assisted living facility, etc that I would drive to for referrals.
I'm not entirely sure I know what you're asking for here?
How much does a full time rep cost per hour? Could I hire one as well as an IC?
Hi Shawna. The national average salary of a full time rep is 50k Plus commissions and incentives. Now there are two ways to be on the lower side of this. They both start off as a probationary period of no longer than 6 months if you find that you have the right rep, as if you stay on the low side too long and you have the right person doing the work, someone else will snatch them from you for a much higher salary (ALFs and other health care companies will pay 70-90k for a really good rep, so if you find someone is producing well and you don't want to lose them, you'll have to increase the salary accordingly.)
1. Hire someone right out of college and train them immediately: College grads are always looking for work and to prove themselves. They are also used to learning alot in a short period of time. So when you take someone from college, they are a blank slate as far as experience is concerned, and so the lack of experience allows you to hire them at a below average salary for the probation period. Invest in training them to get them up to speed as quickly as possible and boom you're good!
2.Hire someone who was a dynamo from an industry that went belly up: This is wonderful. They understand sales, the understand persistence and winning others other. They are used to WINNING! The challenge? Their industry died. So it's not their fault they are out of a job, its just that something better came along. Think Newspaper sales or magazine sales. These industries are dying if not dead. Those reps were amazing in the hay day, but the internet killed the industry. They now are looking for work, have something to prove, and again, willing to take the below average salary to START with a probation period of "prove it to me that you're worth this type of money" and when they do, reward them by bumping them up to the standard or higher if they really do a fantastic job.
I hope this helps Shawna - Call us if you have more questions. 848-444-9865
I have a job interview Monday for a community liaison/ marketing. Any tips?
Hey! Research the company as much as possible and try to slip in the things you learned to show you did the research. Come up with a plan and creative activities that are specific to the community you will be serving. For example, many of the older folks love hearing the music from their generation. Can you say Elvis impersonator?
Talk about how you were watching videos, like this one, to learn about weekly activities you could do to market the organizations events. They will love that you were willing to go the extra mile to learn more.
Networking is one of the best ways to create brand awareness. Look into local networking groups and events that you can join/attend. (You can find them on Linked In and Facebook).
Social media is a big buzzword in the marketing world and you can leverage that to stand out. Connecting and building relationships on social media leads to people trusting you. People work with and refer who they trust. Let them know that you will be utilizing all the tools available to help them grow.
I hope that helps! Good luck and let us know if you have any other questions.
Home Care Marketing by HME great advice. Thanks!
Home Care Marketing by HME I got the job! Thanks!! Is the insurance Medicare qualification side of the job very difficult?
Congratulations on the job. Is it difficult to market ? No more challenging than the non Medicare side. Marketing is marketing. Just different target accounts and strategies
Great video how can I get hospital discharge patient
Hi Donnette, Hospitals are the hardest referral source to get into. It takes typically 8-9 months to develop. Check out some of these videos on hospital marketing. www.homecaremarketing.net/?s=hospital+marketing
email info@homecaremarketing.net and we can give you link and discount code saving you 15%