State Care Planning Council Marketing System
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The document discusses the State Care Planning Council, which was created to help families better plan for long-term eldercare needs. It notes that the aging population is driving increased demand for eldercare services. The Council aims to be a single source of information on eldercare providers and services. It establishes State Care Planning Councils and recruits advisory boards of long-term care specialists. The Council's marketing system generates sales leads and helps advisory board members collaborate on outreach. The document provides details on becoming a Council Director and recruiting an advisory board to help address the growing need for eldercare planning assistance.
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State Care Planning Council Marketing System
- 1. State Care Planning Council Marketing System The US population is aging. 78 million baby boomers are moving into their senior years. Changing demographics create a growing need for long term care support services.
- 2. What is Long Term Care or Eldercare? A need for physical, emotional or supervisory support from a caregiver 70% of care Is provided by family in the home Changing demographics are making family-provided care difficult
- 3. Statistics 22% of seniors currently receiving eldercare 60% of us will need eldercare at sometime 40% of all seniors will spend some time in a nursing home 44.4 million adult caregivers in this country – 21% of the population Provide 21 hours a week of care 4.3 years average time spent providing care
- 4. Most Seniors Fail to Plan for Eldercare 57% worry about paying for care 69% have done little or no planning Another 20% mistakenly think the government will cover their care and as a result do nothing
- 5. Dilemma of Finding Eldercare Services Families did not plan The need for care usually occurs without warning Working caregivers end up in panic mode No central source for locating help or advice
- 6. The National Care Planning Council The Council was created to help solve the national dilemma of poorly prepared families The National Council through its state care planning council referral services, provides a one-stop shop for information, advice and services The Council also helps people to plan for long term care and avoid operating in a crisis mode when the need for care rises
- 8. State Care Planning Councils Basic level members & Advisory Board members Single source for eldercare providers and advisers Council members educate the public Council members provide services for eldercare Council recommends appropriate government services Council members provide reliable services or advice
- 9. The Power of State Care Planning Councils For the Public… A state care planning Council solves the dilemma created by a lack of planning for long term care The Council provides a one-stop shop for elder care services and advice All services through one single referral source
- 10. The Power of State Care Planning Councils For its Advisory Board members… The team eldercare service approach allows members to market more effectively by pooling marketing efforts for one single purpose Allows members to reach out to a larger population of people needing help Creates new clients and customers by opening doors in a way that would not be possible through individual business-centered marketing
- 11. Advisory Board Collaborative Marketing A team of long term care providers and advisers pooling their expertise, marketing funds and their time (absolutely no fee sharing with this model) Much more effective than networking Potentially double or triple your current business or practice
- 12. Collaborative Marketing Group vs. Networking An Advisory Board is not a networking group but is a collaborative marketing group. This is an important distinction. Networking groups tend to disintegrate over time. Similar to co-op marketing and no fee sharing. Commission overrides are not considered fee sharing. Collaborative marketing groups, if structured properly, tend to become more successful over time. Board members meet monthly to receive training, to identify and execute marketing opportunities and to share experiences and common goals.
- 14. Source of Sales Leads Generated by the State Council Marketing System Promotion of the veterans aid and attendance benefit State Council website-generated requests for assistance National Council website-generated requests for assistance Seminar marketing in the community The veterans benefits package, Internet-generated leads Brochures, booklets and articles released into the community National Council-provided board member websites with related search engine optimization Email marketing campaigns Community networking activities Board member networking activities
- 15. Steps to Becoming a Director of a Board Fee Requirements A one-time setup fee of $2,500 to get the National Council designing and setting up websites, providing marketing materials and providing startup support (payment plan possible) A monthly membership fee of only $15 Choose Listing Categories Choose as many categories as you want under your state on the National Council and on your State Council website Once your setup fee is paid your monthly membership of $15 stays the same. Includes all listings and other support
- 16. Becoming a Director Continued… Launch Date 120 days from signing License Agreement Launch Date Significance It is the date by which you agree to have 8 or more specialty services on your Advisory Board besides your own The Advisory Board fees are assessed in the month of the launch date
- 17. More on Becoming a Director… Assigned Service Area Director organizes an Advisory Board for service area Members agree to provide their services to the community in the service area The National Council will not assign any other director or Advisory Board to your area Code of Conduct All Board members agree to follow Violation could result in membership termination
- 18. Council Marketing System Startup Package State Council Website set-up for Director and for Advisory Board members Enhanced member websites for Director and Advisory Board members Once monthly update of articles/news releases on enhanced member webpages sample color brochures Copies --"The 4 Steps of Long Term Care Planning" books "About the State Care Planning Council" presentation 30 booklets -- "Community Elder Care Resources“ "Community Resources" seminar marketing system-- this includes 11 different slide presentations on 11 different subjects. Resource materials on CDs and also hard copy in a resource binder "Advisory Board Director's Handbook" Startup support and training from the National Care Planning Council
- 19. Veterans Consultants Marketing Component
- 20. The Veterans Consultants Package Includes… "Operations Manual for the Veterans Benefits Consultants Package" 260 pages. "Aid and Attendance Handbook for Professionals and Consultants" with software. 495 pages. "How to Apply for the Veterans Aid and Attendance Benefit” 209 pages. "Medicaid Secrets" Medicaid planning strategies since the Deficit Reduction Act. 247 pages. This book is written by Elder Law Attorney Gabriel Heiser and published by Phyllis Publishing. A uniquely targeted, one-year listing of your services as a veterans benefits consultant that is tied to the most highly visited page on the National Council website Creation and hosting of a uniquely targeted website that creates sales inquiry leads from traffic driven from the National Council website. A PDF template for a color brochure to promote veterans benefits consulting. A packet of 20 veterans benefits booklets titled "Long Term Care Benefits for Veterans." A seminar marketing system for educating groups on long term care benefits for veterans. An article and news release packet containing 22 ghostwritten articles on veterans benefits
- 21. Veterans Consultants Marketing Component An indispensable component of the State Care Planning Council Marketing System A self-contained marketing system that will generate a sizeable number of leads for all Board members and drives membership participation The veterans benefits consultant Board member should be someone who will create personal new business by using this marketing tool.
- 22. Recruiting an Advisory Board Care management, guardianship, conservatorship or dispute resolution Non-medical home care provider Home health agency – Medicare-covered home care and hospice Veterans benefits consultant for the aid and attendance pension benefit Reverse mortgage specialist Elder law advice, Medicaid advice and attorney-based estate planning*Some of the categories could represent more than one individual or company. Each additional company or individual under a service category is responsible for the $20 monthly advisory board service fee in addition to the $15 monthly basic level membership fee. Key Board Specialties* Insurance products, investments, retirement planning and financial advice Care facility or new home search, relocating, downsizing and real estate services
- 23. Recruiting an Advisory Board Home maintenance, deep cleaning, remodeling and yard work Geriatric health care practitioner or house call doctor Non-attorney estate planning, tax planning, trust management services or end-of-life planning and services Medical equipment and disability aids Home safety systems Funeral and burial preplanning *Some of the categories could represent more than one individual or company. Each additional company or individual under a service category is responsible for the $20 monthly advisory board service fee in addition to the $15 monthly basic level membership fee. Other Recommended Board Specialties*
- 24. Advisory Board Member Commitments Must share lead requests generated by the Advisory Board marketing efforts Must not refer services away from other Board members for leads generated by Board marketing efforts Must agree to uncover planning opportunities for other Board members Failure to abide could result in dismissal from the Board
- 25. For More Information Contact Tom at the National Care Planning Council at 800-989-8137 or email Tom@careUtah.com For a more detailed description of this package please go to www.CouncilDirector.com to learn more about the national care planning Council go to www.longtermcarelink.net
Editor's Notes
- The need for long term care arises when an individual requires, from someone else, assistance with medical care, daily living activities, comfort, supervision or advice. This need for care may be caused by an accident, disease process, or frailty. Such conditions may require help with the ability to move about, dress, bathe, eat, use a toilet, medicate, and avoid incontinence. Also care may be needed to help the disabled person with household cleaning, preparing meals, transportation, shopping, paying bills, visiting the doctor, answering the phone and so on. Oftentimes, long term care in the form of supervision or confinement is needed due to cognitive impairment from stroke, mental retardation, depression, dementia, Alzheimer's, Parkinson's Disease and so on. Most long term care in this country is provided at home by family members.
- According to some sources, 60% of us will need long term care sometime during our lives. It is important for all of us to prepare for that day when we will need to help loved ones with care or we will need long term care for ourselves. Another source indicates about 40% of all seniors, 65 and older, will spend some time in a nursing home. The National Care Planning Council estimates that at any given time, at least 22% of all seniors, age 65 and older, are receiving some form of long term care support in the home or in a facility. Some 44.4 million adult caregivers -- or 21% of the U.S. adult population -- provide unpaid care to seniors or adults with disabilities, according to a 2004 study by the National Alliance for Caregiving in Bethesda, Md. On average, those caregivers provide 21 hours of care a week and the average length of time spent providing care is 4.3 years.
- There is a pervasive and appalling lack of planning for long term care in this country. A recent survey by the John Hancock Insurance Company reveals that most seniors acknowledge the need for planning but very few actually do anything to prepare for long term care. The study found that 57 percent of the respondents worry about paying for long term care but 69 percent of respondents said they’d done little or no planning for long term care needs. Adding on those people who mistakenly think the government will cover their care or who think they can give away assets to qualify probably brings those failing to plan to about 80% or 90% of the senior population. "Our survey suggests that Americans hold a number of alarming misconceptions about their potential need for long term care," said Laura Moore, senior vice president, John Hancock Long Term Care Insurance. "Clearly, long term care is difficult for Americans to think about - in fact, our survey suggests that they are in denial, taking a chance they won't need care or just ignoring the fact that they might," said Moore.
- lack of planning has a perverse effect on everyone involved, particularly caregivers. The need for care usually occurs without warning due to illness, injury or an action that reveals the existence of dementia. Without prior knowledge of what to expect, family caregivers end up in panic mode trying to find an immediate solution. There is no one-stop shop to help desperate caregivers find support they need. Community care providers and advisers are fragmented. Services are confusing. There is no central source for locating help or for receiving advice on where to start. Without funds that could have been accumulated through years of planning, caregivers and their loved ones end up with few choices for care settings or services.
- The National Care Planning Council was created to help solve the national dilemma of poorly prepared families seeking advice and services. The Council provides, through its website and its members, a central source of information, advice and services for caregivers seeking help for their loved ones. Our other purpose is to encourage people to plan for long term care to avoid the crisis mode we have described above. The Council provides resource-rich websites, books, workshops and planning materials to accomplish this goal. By preparing in advance, families will have funds for paying for care which will result in more choices and better care for loved ones.
- A state care Planning Council is an alliance of eldercare specialists and advisers that helps families deal with the crisis and burden of long term care. One purpose of the Council is to educate the public on the need for care planning before it happens. A second purpose is to provide, under one roof, all of the available government and private services for eldercare. Finally, the council's ultimate mission is to offer a trusted organization that the public will recognize and turn to for expert help in dealing with the challenges of long term care. To the public the Council is a one-stop shop for elder care services. To its members it is a team marketing strategy that allows Council members to reach new clients or customers in a way that would not be possible through their current business-centered marketing efforts
- 2 levels of membership, basic level members and Advisory Board members. Advisory Board members are also basic level members. All basic level members pay a minimum of $15 a month for membership benefits which includes among other things, multiple listings and multiple sales pages on two different websites. A selected number of Council providers and advisers in a given area are organized into service groups called "Advisory Boards." Each Advisory Board represents a designated service area in the state under the guidance of a Director appointed by the National Care Planning Council. An Advisory Board is an exclusive membership representing 8 to 20 different eldercare specialties. No Advisory Board member offers the same specialty or specialties as another member unless a mutual agreement is made between members that this can happen. Advisory Board members have unlimited use of the State Care Planning Council Marketing System and its components. Board members also receive most of the leads generated by the State Care Planning Council website. For the additional marketing support and leads resulting from Advisory Board membership, Board members pay $20 a month in addition to the minimum basic membership of $15 a month -- a $35 per month total minimum fee.
- 2 levels of membership, basic level members and Advisory Board members. Advisory Board members are also basic level members. All basic level members pay a minimum of $15 a month for membership benefits which includes among other things, multiple listings and multiple sales pages on two different websites. A selected number of Council providers and advisers in a given area are organized into service groups called "Advisory Boards." Each Advisory Board represents a designated service area in the state under the guidance of a Director appointed by the National Care Planning Council. An Advisory Board is an exclusive membership representing 8 to 20 different eldercare specialties. No Advisory Board member offers the same specialty or specialties as another member unless a mutual agreement is made between members that this can happen. Advisory Board members have unlimited use of the State Care Planning Council Marketing System and its components. Board members also receive most of the leads generated by the State Care Planning Council website. For the additional marketing support and leads resulting from Advisory Board membership, Board members pay $20 a month in addition to the minimum basic membership of $15 a month -- a $35 per month total minimum fee.
- We call our approach "collaborative marketing." It involves a team of long term care providers and advisers pooling their expertise, their marketing funds and their time to provide solutions for family eldercare needs. In some cases, this exciting new marketing strategy could easily double or triple your current business or practice. Some of our Directors are using this system as their sole method of promotion and marketing.
- Concept 7 -- An Advisory Board is not a networking group but is a collaborative marketing group. This is an important distinction. Networking groups tend to disintegrate over time. Collaborative marketing groups, if structured properly, tend to become more successful over time. Board members meet monthly to receive training, to identify and execute marketing opportunities and to share experiences and common goals.
- The Utah group has been operating for 4 years. Last year just one component of the marketing system -- the website -- produced over 1000 requests from the public for help. The marketing system has 2 other components as well.
- Concept 10 -- One-Time Setup Fee Currently, we charge a $1,900 one-time setup fee for designing and setting up websites, providing marketing materials and for providing startup support. This fee can also be paid in three equal installments over three months of $650 each. Concept 10 -- One-Time Setup Fee Currently, we charge a $1,900 one-time setup fee for designing and setting up websites, providing marketing materials and for providing startup support. This fee can also be paid in three equal installments over three months of $650 each. Concept 11 -- Director's Listing Categories and Monthly Fee After payment of the one-time startup fee, the Council Director pays no more than $15 per month. Your Director's $15.00 monthly membership fee includes as many listing categories as you want under your state on the National Council and your State Council websites.
- Concept 12 -- Launch Date and Payment of Specialty Fees Your launch date is 90 days from the date you signed the licensing agreement unless you and the National Council have agreed separately to another date. The launch date has significance for two reasons: 1) It is the date by which you agree to have 8 or more specialty category services on your advisory board and, 2) During the month of the launch date the National Council will start charging credit cards for the additional $20.00 Advisory Board fees.
- Concept 13 -- Assigned Service Area You agree to confine your marketing efforts on behalf of your Advisory Board to your assigned service area. Beyond that, the National Council has no control over the services you provide and in what area. The National Council agrees it will not assign any other director or Advisory Board to your service area during the term of your contract. Concept 14 -- Code of Conduct All members of the National Council and the state councils agree to abide by a code of conduct. Willful violation of this code could result in losing membership benefits. This means no listings on any of the websites and no recognition as a member for anyone losing membership rights. Board members who are found guilty of willfully violating the code of conduct, will no longer be recognized as Board members and will lose all rights to use the Council Marketing System.
- Concept 8 -- Description of the State Council Startup Materials and Support State Council Website set-up for Director and for Advisory Board members Enhanced member websites for Director and Advisory Board members Twice monthly update of articles/news releases on enhanced member websites 20 sample color brochures 5 copies --"The 4 Steps of Long Term Care Planning" books "About the State Care Planning Council" presentation 40 booklets -- "Community Elder Care Resources" "Community Resources" seminar system-- this includes 10 different slide presentations on 10 different subjects. Resource materials on CDs and also hard copy in a resource binder "Advisory Board Director's Handbook" Startup support and training from the National Care Planning Council
- Veterans Consultants Marketing Component of the State Care Planning Council System
- Veterans Consultants Marketing Component of the State Care Planning Council System "
- Below are the specialty category services that we think are most important for an Advisory Board. Some of the categories could represent more than one individual or company. Each additional company or individual under a service category is responsible for the $20.00 monthly Advisory Board service fee in addition to the $15.00 monthly basic level membership fee. Care management, guardianship, conservatorship or dispute resolution Non-medical home care provider Home health agency – Medicare-covered home care and hospice Veterans benefits -- consultant for the aid and attendance pension benefit Reverse mortgage specialist Elder law advice, Medicaid advice and attorney-based estate planning Insurance products, investments, retirement planning and financial advice Care facility or new home search, relocating, downsizing and real estate services Home maintenance, deep cleaning, remodeling and yard work Geriatric health care practitioner or house call doctor Non-attorney estate planning, tax planning, trust management services or end-of-life planning and services Medical equipment and disability aids Home safety systems Funeral and burial preplanning
- Below are the specialty category services that we think are most important for an Advisory Board. Some of the categories could represent more than one individual or company. Each additional company or individual under a service category is responsible for the $20.00 monthly Advisory Board service fee in addition to the $15.00 monthly basic level membership fee. Care management, guardianship, conservatorship or dispute resolution Non-medical home care provider Home health agency – Medicare-covered home care and hospice Veterans benefits -- consultant for the aid and attendance pension benefit Reverse mortgage specialist Elder law advice, Medicaid advice and attorney-based estate planning Insurance products, investments, retirement planning and financial advice Care facility or new home search, relocating, downsizing and real estate services Home maintenance, deep cleaning, remodeling and yard work Geriatric health care practitioner or house call doctor Non-attorney estate planning, tax planning, trust management services or end-of-life planning and services Medical equipment and disability aids Home safety systems Funeral and burial preplanning
- Concept 17 -- Upfront Commitments by Advisory Board Members Commitment #1 -- Sharing Lead Requests Generated by the Council Membership on the Board requires sharing board-generated leads with other Board members. This should be mandatory. In addition, any referrals for services that arise from a Board member helping with a lead generated through the Council must go to other Advisory Board members if those Board members offer the needed services. Referrals from board-generated leads for services to other providers not on the Board represent a violation of the commitment to share the leads. A Board member who repeatedly violates this commitment may be asked to leave the Board. All board members should be aware of the consequences of not abiding by this lead sharing agreement. Commitment #2 -- Planning Opportunities for All Board Members Board membership carries with it the obligation to uncover sources of funding and planning opportunities for other members in order to involve other members of the Board in offering their planning solutions as well. Potential Board members who are not willing to commit to this membership requirement should not be invited to join an Advisory Board. Board members who fail to live up to this responsibility of membership may be invited to leave the Board. Members will be trained to ask appropriate questions in order to uncover the financial resources and the intent of the family for the services and care setting of choice. The members’ training must also include knowledge about the various funding options in order to be conversant about various financial strategies for helping people who make inquiries for help.