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Repositioning Your Payer Mix: Maximizing Sales and Marketing in Senior Living

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Many senior living communities are repositioning their payer mix in order to adapt to the rising costs of operating their businesses. Making this shift can be challenging, yet many communities find it to be the easiest part in the process.

Evolving your team's approach and your community's strategies is often a more difficult endeavor, but has a higher impact on sales and revenue.

In this webinar, senior living expert and Creating Results President Kimberly Hulett will present:
*The process for transforming your payer mix from a sales and marketing perspective over a 12-month period, successfully positioning and optimizing your community for exponential growth
*Examples of what truly works — and what doesn’t! — in reshaping your community for maximum future potential
*Guidance on your community’s goals and milestones for a successful transition, so you can apply them after the webinar

Published in: Marketing
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Repositioning Your Payer Mix: Maximizing Sales and Marketing in Senior Living

  1. 1. REPOSITIONING YOUR PAYER MIX How to Reframe Sales and Marketing for Maximum Impact Oct. 9, 2018 | 2 p.m. (EST) MODERATOR: PRESENTER: Melissa Caravella Kimberly Hulett VP, Creating Results President, Creating Results
  2. 2. Melissa Caravella Vice President, Client Services MODERATOR
  3. 3. Kimberly Hulett President, Creating Results
  4. 4. About Creating Results
  5. 5. • Setting the Stage: Market Conditions • Sales & Marketing Shift: The Process • Insights & Examples • Questions Agenda
  6. 6. Setting the Stage: Market Conditions
  7. 7. Government payors are looking to reduce costs by … pushing patients to lower-acuity, lower-cost settings (i.e. home vs. skilled nursing), and negotiating lower reimbursement rates. Most independent living, assisted living, and memory care properties receive bulk of revenue from private payers, which limits reimbursement risk. ―NIC, 2018 Repositioning Trends
  8. 8. Repositioning Trends 25% 75% Source: LeadingAge Ziegler 150, Jan. 2018 Planning to expand or reposition in 2017 or 2018 Not planning to expand or reposition in 2017 or 2018 75.2% 24.8% LeadingAge Ziegler 150
  9. 9. Sales & Marketing Shift: The Process
  10. 10. Why Make the Shift?
  11. 11. Success Means Addressing … 1. External Brand Perception 2. Internal Brand Perception 3. Messaging and Market Positioning 4. Marketing Strategies 5. Sales Approaches
  12. 12. 1. External Brand Perception
  13. 13. 1. External Brand Perception
  14. 14. UNCOVER / DISCOVER PROSPECT / TARGET INSIGHTS BRAND PILLARS / USPs PRODUCT / SERVICE USPs Uncovering Phase: • Competitive Analysis • Stakeholder Perceptions • Existing Marketing Materials • Quality Benchmarks, Awards PROSPECT INSIGHTS Discovery Phase: • Previous Market Research • Identified Key Differentiators • Goals/Challenges in Market • Industry Barriers to Success
  15. 15. DEVELOP Core Messaging Statements Voice & Tone COMM STRATEGY Brand Promise & Positioning
  16. 16. IMPLEMENTATION Measure Analyze Refine / Adapt Deploy TRAINING (internal) ROLL OUT (external)
  17. 17. 2. Shifting Internal Mindsets
  18. 18. Your Words Matter 2. Shifting Internal Mindsets
  19. 19. 2. Shifting Internal Mindsets
  20. 20. 2. Shifting Internal Mindsets
  21. 21. 3. Adjusting Messaging/Positioning
  22. 22. 95%of seniors 65 and better would prefer to remain in their own homes
  23. 23. 4. Marketing Strategies
  24. 24. 4. Marketing Strategies
  25. 25. 4. Marketing Strategies
  26. 26. 4. Marketing Strategies
  27. 27. 5. Sales (Re)Training
  28. 28. 5. Sales (Re)Training
  29. 29. • New leads: $250 to over $1,000 each • If you close only the new leads, you always need more new leads • New IL leads require 10-25 contacts prior to sale • New AL leads require 7-15 contacts prior to sale 5. Sales (Re)Training: The Cost of a Sale 30
  30. 30. About 66-80% of your sales will come from leads that have been in your lead base over 6 months, often from leads that have existed for 5-8 years. 5. Sales (Re)Training: The Cost of a Sale 31
  31. 31. Insights & Examples
  32. 32. Messaging/Creative
  33. 33. List Building
  34. 34. List Building 63 subscribers in first 23 days. 8,300 visitors and 475 subscribers in first two months.
  35. 35. 72% increase in organic inquiries in first 60 days after new website launch
  36. 36. Lifestyle Video
  37. 37. Print Collateral
  38. 38. Print Collateral
  39. 39. Aspirational Marketing
  40. 40. Thank you for joining us! A link to this webinar will be sent out shortly. Kimberly Hulett kimberly@creatingresults.com 571-589-2075

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