how to grow your self funder business secrets from the us market neil eastwood, founder, sticky...
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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
Trusted Ad-visors15%
Con-sumer Mar-
keting11%
Cur-rent Em-ployees14%
Clients and Family17%
Healthcare Providers
42%
Revenue Sources by Frequency
01000020000300004000050000600007000080000 26 months
19 months24 months
16 months14 months
Most Valuable Referral Sources and Average Dura-
tion
Key Strategic Decision
Consumer Marketing
Local Referral Marketing
or
Higher volume of leads
Lower conversion 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
*Ekaterina Walter, TNW research 2012
Purchase Decisions
• Women make 80% of healthcare decisions
• Daughters are much more likely than sons to be a primary caregiver
How they choose home care
• 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
Targeted Radio, TV
Web-centric Marketing
Outdoor ads Public speaking
PRDirect Mail
Key secrets:
1) Regular but not overwhelming
2) Repetition and consistency
3) Keep it simple – do just 3 things
Web-centric
Marketing
Web-centric Marketing
Your Website
PR
SEO, PPC, Google Places
Networking
Direct Mail
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:
