Transcript Helping care providers make better hiring decisions

How to grow your
Self Funder business
Secrets from the US
market
Neil Eastwood, Founder, Sticky People
Five sources of Self Funder leads
Consumers:
Adult Children or self-referrers
Healthcare Providers
Trusted Advisors
Current Clients and Family
Current Employees
Example: $3M Home Care Agency
Revenue Sources by Frequency
Consumer
Marketing
11%
Healthcare
Providers
42%
Current
Employees
14%
Clients and
Family
18%
80
70
60
50
40
30
20
10
0
$ ‘000’s
Trusted
Advisors
15%
Most Valuable Referral
Sources and Average Duration
26
months
19
months
24
months
16
months
14
months
Key Strategic Decision
Consumer
Marketing


Higher volume of leads
Lower conversion
or
Local Referral
Marketing


Lower volume of leads
Higher conversion
“In 25 years of working with
home care companies we have
never seen anyone who can
execute both consumer
marketing and referral
marketing with excellence at
the same time”
Stephen Tweed
US Homecare Consumer
Marketing:
Who is their target?
Always the Oldest Daughter
Understand the Oldest Daughter
Purchase
Decisions
How they
choose home
care
•Women
make 80% of
healthcare
decisions
•Daughters
are much
more likely
than sons to be a
primary
caregiver
*Ekaterina Walter, TNW research 2012
• 90% of US moms
are online
• 64% ask
other moms
for advice prior
to purchase
Local marketing
won’t reach
them
• The more
educated the
daughter the
further away
they live
• 58% of white,
professional
eldest
daughters in
US live 10 miles
or more away
Main ways to reach her
Webcentric
Marketing
Targeted
Radio,
TV
Outdoor
ads
Direct
Mail
Public
speaking
PR
Key secrets:
1) Regular but not
overwhelming
2) Repetition and
consistency
3) Keep it simple –
do just 3 things
Web-centric Marketing
SEO, PPC,
Google
Places
Networking
PR
Direct Mail
Your
Website
The most effective US websites:
Have nothing more than 2
clicks from the home page
Describe their services in
detail and how consumers
will benefit
Describe the geographic
areas they serve in detail
Know content is critical
Have a Call to Action on
every page
Use Testimonials and
feedback
What about Social Media
Marketing?
“We have no evidence that
social media works for home
care marketing” Stephen Tweed
Marketing is not sales!
Handling calls
Face-to-Face Sales
Two of my favourite US
ideas:
And a UK one:
Thank you
Neil Eastwood
Founder, Sticky People ltd.
07766 496589
0845 604 8064
[email protected]
Stickypeople.co.uk