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Census Building:  The Marketing Collective Utilizing All Your People To Make a Difference

Census Building:  The Marketing Collective Utilizing All Your People To Make a Difference. Patty Cisco, MBA Principal & Creative Catalyst CISCO & CO, LLC. What has changed?. Focus. Marketing Past, Present & Future Marketing quality outcomes to your advantage (CENSUS)

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Census Building:  The Marketing Collective Utilizing All Your People To Make a Difference

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  1. Census Building:  The Marketing CollectiveUtilizing All Your People To Make a Difference Patty Cisco, MBA Principal & Creative CatalystCISCO & CO, LLC

  2. What has changed?

  3. Focus • Marketing Past, Present & Future • Marketing quality outcomes to your advantage (CENSUS) • Cooperative marketing plan

  4. 3 Ways to Grow Your Census • Get new customers • Sell existing customers more (loyalty) • Add new service/product lines • If you don’t make things happen, then things will happen to you. • ~ Robert Collier

  5. Marketing Present & Future • Pushing your message • All about “you” • Broad-not targeted • Cookie Droppers • Advertising • Pull your audience • All about “them” • Targeted & Focused Message • – 70% Education • – 20% Engagement • – 10% Promotional • “Professional” Sales • Preferred Partners (quality) • Brand awareness • (on & off line) Traditional Marketing

  6. What will no longer work? • One size fits all marketing • Waiting for the phone to ring (Lack of Urgency) • Unable to engage in “clinical speak” • Not being a “player” • Not having and using the right tools • Not having an online brand presence

  7. Focused messaging on “meaningful” outcomes to the consumer • Focus on wellness and healthy lifestyles • Disease Management (Diabetes, CHF, COPD, Wound Care) • Focus on resource knowledge and coordination • STOP TALKING ABOUT YOU! Be A Resource SITUATION

  8. Marketing is… • Focused messaging on “meaningful” outcomes to the consumer • Focus on wellness and healthy lifestyles • Disease Management (Diabetes, CHF, COPD, Wound Care) • Focus on resource knowledge and coordination • STOP TALKING ABOUT YOU! Be A Resource

  9. Forums-focus groups • Speaking • Being published • Networking; formal association activities • Internet marketing (email, social media, websites) • Seminar host • PR • Direct Mail • Advertising • Sponsorship of events • Brochures/collateral • Cold calling

  10. FB

  11. Reviews

  12. Sales is… • Engaging the lead, prospect, referral source… • Opening the door to a long term relationship!

  13. Knowledge • Average LOS • Re-hospitalization rate by diagnosis • Customer satisfaction score • Staff competency • Certifications • Clinical systems • Data, data, data • Physician protocols • Physician support

  14. Convince Tools • Case Studies • Progress Reports • Discharge Reports • Industry-related articles

  15. How do you communicate quantifiable rehabilitation success to your patients, families, insurance companies and physicians? How do your rehabilitation outcomes compare to national benchmarks? Can you provide your length of stay (LOS) by diagnosis for both Medicare Part A and Part B? Do you receive Patient Outcomes reports after discharge? Leverage Therapy Data • -HTS Therapy Blog

  16. Percent of high-risk long-stay residents who have pressure sores Percent of long-stay residents who are physically restrained Percent of long-stay residents who have moderate to severe pain Percent of short-stay residents who have moderate to severe pain Exceeding the threshold of 85 percent or higher of “good” or “excellent” ratings on the family satisfaction Question “would you recommend this facility to others?” Participation in the employee satisfaction survey – what are your outcomes? Are you above the state average on either RN/LPN stability or certified nursing assistant stability? Leverage Quality Initiatives • -Georgia Health Care Association CQI initiatives

  17. RESULTS ORIENTED MARKETING PLAN =“COOPERATIVE” MARKETING TEAM

  18. Coach K’s ‘Aha’ Moment Mike Krzyzewski, Coach for Duke men’s basketball team

  19. The ‘Aha’ Moment “Almost everything in leadership comes back to relationships” –Coach Krzyzewski

  20. Staffjacking! UNPRODUCTIVE PRODUCTIVE Be Part of the Solution! Everybody is responsible for your census growth What data is collected that can be turned into a marketing convince tool? What can be posted on your social channels that is a great statistic? What is your call light response? What is your niche? Actively participate in the plan development & execution Teach & support • Complain • Argue • Pout • Scheme • Refuse to change • Mention state survey sanctions • Allow care to decline • Threaten to unionize • Talk about a walk out or quitting • Agree to making changes to appease management, then return to the ineffective actions

  21. SITUATION-What would you do differently?

  22. Key Takeaways • Marketing is different today • Data drives decision (on & off line) • Share your knowledge to leverage census & be part of the census development team

  23. Phone: 419-977-2404 ciscoco.com

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