Census Building: The Marketing Collective
Utilizing All Your People To Make a Difference
Patty Cisco, MBA Principal & Creative
CatalystCISCO & CO, LLC
What has changed?
Focus
• Marketing Past, Present & Future
• Marketing quality outcomes to your advantage (CENSUS)
• Cooperative marketing plan
3 Ways to Grow Your Census
1. Get new customers
2. Sell existing customers more (loyalty)
3. Add new service/product lines
If you don’t make things happen, then things will happen to you.
~ Robert Collier
Traditional Marketing
Marketing Present &
Future• Pushing your message• All about “you”• Broad-not targeted• Cookie Droppers• Advertising
• Pull your audience • All about “them”• Targeted & Focused
Message – 70% Education
– 20% Engagement
– 10% Promotional• “Professional” Sales• Preferred Partners
(quality)
• Brand awareness (on & off line)
What will no longer work?• One size fits all marketing
• Waiting for the phone to ring (Lack of Urgency)
• Unable to engage in “clinical speak”
• Not being a “player”
• Not having and using the right tools
• Not having an online brand presence
• Focused messaging on “meaningful” outcomes to the consumer
• Focus on wellness and healthy lifestyles
• Disease Management (Diabetes, CHF, COPD, Wound Care)
• Focus on resource knowledge and coordination
• STOP TALKING ABOUT YOU! Be A Resource
SITUATION
Marketing is…
• Focused messaging on “meaningful” outcomes to the consumer
• Focus on wellness and healthy lifestyles
• Disease Management (Diabetes, CHF, COPD, Wound Care)
• Focus on resource knowledge and coordination
• STOP TALKING ABOUT YOU! Be A Resource
1) Forums-focus groups
2) Speaking
3) Being published
4) Networking; formal association activities
5) Internet marketing (email, social media, websites)
6) Seminar host
7) PR
8) Direct Mail
9) Advertising
10)Sponsorship of events
11)Brochures/collateral
12)Cold calling
BLOG Title Views Avg. Time on PageReiki & Judaism 14 3:58The Role of Grandparents in Teaching Jewish Traditions 12 1:55Explaining Shiva to non-Jewish Friends 8 1:50Internet Resources for Jewish Caregivers 6 5:18
FB
Reviews
Sales is…
Engaging the lead, prospect, referral source…
Opening the door to a long term relationship!
Knowledge
• Average LOS
• Re-hospitalization rate by diagnosis
• Customer satisfaction score
• Staff competency
• Certifications
• Clinical systems
• Data, data, data
• Physician protocols
• Physician support
Convince Tools
• Case Studies
• Progress Reports
• Discharge Reports
• Industry-related articles
Leverage Therapy Data• How do you communicate quantifiable
rehabilitation success to your patients, families, insurance companies and physicians?
• How do your rehabilitation outcomes compare to national benchmarks?
• Can you provide your length of stay (LOS) by diagnosis for both Medicare Part A and Part B?
• Do you receive Patient Outcomes reports after discharge?
-HTS Therapy Blog
Leverage Quality Initiatives• Percent of high-risk long-stay residents who have pressure
sores • Percent of long-stay residents who are physically restrained• Percent of long-stay residents who have moderate to
severe pain • Percent of short-stay residents who have moderate to
severe pain• Exceeding the threshold of 85 percent or higher of “good”
or “excellent” ratings on the family satisfaction • Question “would you recommend this facility to others?”• Participation in the employee satisfaction survey – what
are your outcomes?• Are you above the state average on either RN/LPN stability
or certified nursing assistant stability?-Georgia Health Care Association CQI initiatives
RESULTS ORIENTED MARKETING PLAN
=“COOPERATIVE”
MARKETING TEAM
Coach K’s ‘Aha’ MomentMike Krzyzewski, Coach for Duke men’s basketball team
The ‘Aha’ Moment
“Almost everything in leadership
comes back to
relationships” –Coach Krzyzewski
Staffjacking!UNPRODUCTIVE
• Complain
• Argue
• Pout
• Scheme
• Refuse to change
• Mention state survey sanctions
• Allow care to decline
• Threaten to unionize
• Talk about a walk out or quitting
• Agree to making changes to appease management, then return to the ineffective actions
PRODUCTIVE• Be Part of the Solution! Everybody is
responsible for your census growth
• What data is collected that can be turned into a marketing convince tool?
• What can be posted on your social channels that is a great statistic?
• What is your call light response?
• What is your niche?
• Actively participate in the plan development & execution
• Teach & support
SITUATION-What would you do differently?
• Marketing is different today
• Data drives decision (on & off line)
• Share your knowledge to leverage census & be part of the census development team
Key Takeaways
Phone: 419-977-2404ciscoco.com