How well do you know your referral sources? Better yet, how well do they know you? Adult day service providers must create and implement an ongoing marketing and promotional plan in order to keep the center operating at or near full capacity. Marketing to referral sources is the single most important promotional effort you can make to increase the census of your center.
You may know referral sources personally and think they know about your center.
But until they understand the magic of the center in the way you do, they are probably not referring as many as they could be. Centers that do not intentionally track data regarding referral sources may be disillusioned by the actual referrals they get.
Promoting adult day services to referral sources must be done in a way that supposes each referral source is a customer – not just a person who, if he or she has some information about your center, will tell clients about you. In fact, experts say you should contact every referral source at least six times per year!
In a job of wearing a gazillion hats as the center director, how can adult day centers remotely compete with “the big players”? In her new book There Has to Be a Way, former center director Amber Sheely goes beyond telling the what and why of marketing and explains exactly how to make a better impact on referral sources for adult day centers. She states that the promotional plan should center on the following efforts:
“Additionally, the plan must also contain what I call the Magic Ingredient,” says the author. “The magic ingredient will give referral sources a new look at your center. They, too, may see the magic.” The challenge is to put into words what occurs everyday in the center when the participants experience the full benefit of the program. Chapters II-IV of the book each have a section that explains the magic ingredient and how to add it!
That is but one of the marketing truths presented by Ms. Sheely that apply to referral sources…most of the time. Seven other truths Ms. Sheely learned through trial and error as the director of nationally recognized centers are outlined below.
1. There is never enough time, staff or money to accomplish everything that needs to be done. Don’t let this deter you. Set goals, make a to-do list, and do a little bit at the time – all the time.
2. Most adult day centers cannot compete with other eldercare options when it comes to broadcast advertising. Ads on television, radio, newspaper, etc. are expensive and usually create interest that will not yield enrolments in your center. It would be nice to have the resources to spend on broadcast advertising so that society might become as educated on what adult day services are. Reality is that no one sees that happening anytime soon.
3. Everyone, from all staff and board members to participants and caregivers, should share the responsibility of marketing and promoting your services. It is easier to delegate responsibilities when a yearly plan is in place.
4. There is a time to get by with stuff you can get for free. Implementing a promotional plan for your center is not the time. Spend some money! That said – you don’t have to spend thousands of dollars to promote your center. Focused efforts will save you time and money and give the greatest yield.
5. Referral source marketing is the big leagues. Every other eldercare service has been doing this forever. The big players hire employees who know how to sell. They have a budget for marketing. You have to be ready. You’re the rookie pitcher up from the minor leagues with a secret pitch. You must believe it!
6. Simplify planning and implementation by grouping the most effective ideas for to targeting referral sources into the three categories already mentioned: giveaways, information packets and center visits.
7. Believe that referral sources are your customers, too. Get in the mindset of serving this customer. In turn, they will serve you by referring clients to your center!
The only way to achieve success is to make a list of what has to be done, who is to do it, and when it should be done. Keep in mind that things will not always go as planned. Spread out dates so that you can catch up when necessary. According to Ms. Sheely, a year’s worth of promotions, at a minimum, should include monthly thank you notes, fax newsletters every other month, one giveaway sweep and one center visit. If you already have a list of referral sources and a fax machine, you’re already on your way to making a better impact on referral sources.
After reading this book and learning how to create an intentional and effective promotional plan, your job is to choose the specifics and delegate the steps in the process. No more thinking about it…just do it! Don’t try to conquer the whole plan in one month. Do a little bit at a time – all the time. Pick the month you want to begin and go to work! ¥
|
