This document summarizes a presentation about repositioning sales and marketing strategies for senior living communities. The presentation covers assessing external brand perceptions, shifting internal mindsets, adjusting messaging and positioning, updating marketing strategies, and retraining sales approaches. It provides insights and examples of successful repositioning efforts, such as increasing website subscribers and inquiries through new content, videos, and print collateral that showcase an aspirational lifestyle. The overall goal is to help communities adapt their marketing in response to a shifting payer mix and increasing preferences for aging in place.

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. Melissa Caravella
Vice President, Client Services
MODERATOR

3. Kimberly Hulett
President, Creating Results

4. About Creating Results

5. • Setting the Stage: Market Conditions
• Sales & Marketing Shift: The Process
• Insights & Examples
• Questions
Agenda

6. Setting the Stage:
Market Conditions

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. 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. Sales & Marketing Shift:
The Process

10. Why Make the Shift?

11. Success Means Addressing …
1. External Brand Perception
2. Internal Brand Perception
3. Messaging and Market Positioning
4. Marketing Strategies
5. Sales Approaches

12. 1. External Brand Perception

13. 1. External Brand Perception

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. DEVELOP
Core
Messaging
Statements
Voice &
Tone
COMM
STRATEGY
Brand
Promise &
Positioning

16. IMPLEMENTATION
Measure
Analyze
Refine / Adapt
Deploy
TRAINING
(internal)
ROLL OUT
(external)

17. 2. Shifting Internal Mindsets

18. Your Words Matter
2. Shifting Internal Mindsets

19. 2. Shifting Internal Mindsets

20. 2. Shifting Internal Mindsets

21. 3. Adjusting Messaging/Positioning

22. 95%of seniors 65 and better would prefer
to remain in their own homes

23. 4. Marketing Strategies

24. 4. Marketing Strategies

25. 4. Marketing Strategies

26. 4. Marketing Strategies

27. 5. Sales (Re)Training

28. 5. Sales (Re)Training

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. 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. Insights &
Examples

32. Messaging/Creative

33. List Building

34. List Building
63 subscribers in first 23 days.
8,300 visitors and 475
subscribers in first two months.

35. 72% increase in organic
inquiries in first 60 days
after new website launch

36. Lifestyle Video

37. Print Collateral

38. Print Collateral

39. Aspirational Marketing

40. Thank you for joining us!
A link to this webinar will be sent out shortly.
Kimberly Hulett
kimberly@creatingresults.com
571-589-2075