Gary Walker, President and CEO of Walker Marketing, discusses the importance of changing home care marketing approaches from interruption to engagement. He highlights the increasing necessity for home care agencies to engage their audiences on the Web by using social media and digital marketing strategies in order to build a community. This presentation was given at the Home Care Association of Florida Annual Conference on June 24th, 2010. For more home care marketing info, visit walker-marketing.com or follow us on Twitter @Walker_PR. Download this presentation at http://www.walker-marketing.com/homecare-marketing.aspx

1. HOME CARE MARKETING 2.0
Interruption to Engagement

2. STATE OF THE MARKET
‣ Abundance of care options/fragmentation
‣ Audience confusion
• Desire for choice/less brand loyalty
‣ Emerging industry changes
• Accountablity-based reform/
emergence of boomers
‣ Increased opportunity for market share gain
• Need for competitive differentiation

3. THE EVOLUTION OF
HOME CARE MARKETING
General Community
(relationship focused) Low
Referral Source
CO
M
(medical specialty focused)
PE
TIT
ION
Referral Source
LEV
(outcome/bene t focused)
EL
Caregiver
High
(education focused)

4. FROM DONUTS TO DIGITAL
The “Krispy Kreme” System

5. FROM DONUTS TO DIGITAL
In-service Lunches

6. FROM DONUTS TO DIGITAL
Collateral materials and trinkets

7. FROM DONUTS TO DIGITAL
Traditional Media
TV, Radio, Outdoor & Yellow Pages

8. FROM DONUTS TO DIGITAL
Digital Media 1.0
Websites, SEO & SEA

9. FROM DONUTS TO DIGITAL
Digital Media 2.0
Blogs, Online Forums & YouTube

10. FROM INTERRUPTION
TO ENGAGEMENT
Reach and Frequency:
Penetrating the subconscious

12. Time Starved/Message Overload

13. Digital is the foundation for creating
new communication bridges.

14. Social Media has changed the
process by which companies connect
with consumers

15. THE ENGAGEMENT APPROACH
Build a dynamic, content-driven site

16. THE ENGAGEMENT APPROACH
Create your social presence

17. THE ENGAGEMENT APPROACH
Develop content in various forms
Articles Blogs Videos Podcasts

18. THE ENGAGEMENT APPROACH
Create content with value and utility

19. THE ENGAGEMENT APPROACH
Optimize, distribute
and syndicate content

20. THE ENGAGEMENT APPROACH
Actively participate and interact
in social media communities
and online forums

21. THE DIGITAL CHANNEL

23. WEB 1.0

26. WEB 2.0

29. WEB 2.0
Networking, community and content contribution

30. ACCOUNTABILITY AND
MEASUREMENT

31. 20 TH CENTURY APPROACH

32. 21 ST CENTURY APPROACH
Educate Share Measure

33. HOW DO YOU
STACK UP?

34. NEXT STEPS
1. Determine goals and measurements
2. Develop a digital and social media
marketing plan
3. Identify responsibilities and
resource allocation
4. Execute

35. JOIN US ONLINE
walker-marketing.com/homecare-marketing
facebook.com/WalkerMarketingPR
twitter.com/walker_pr
linkedin.com/companies/walker-marketing