Ageia Health Services

1. Ageia Health Services Welcome to the Marketing Team

2. Welcome to the Marketing Team • What is Marketing? As defined by Encarta Dictionary marketing is the activity of presenting products or services in such a way as to make them desirable to others. In a retirement setting marketing would include all the services and building amenities that would attract an individual to want to move-in to the community.

3. Most people would automatically assume that just a beautifully built community with a variety of amenities, such as, libraries, theatre rooms, elegant dining rooms, etc. would be enough to capture a prospective resident’s interest, but it actually takes much more…

4. Welcome to the Marketing Team • Let’s look at an example of marketing that started out right, but went all wrong: Mrs. Smith just moved into a beautiful new retirement community on the east side of town. It had everything, including elegant dining rooms, a health spa, walking gardens, a swimming pool, large spacious apartments, and much more. After a week in her new apartment Mrs. Smith began to feel she may have made a mistake regarding her new home. Dining services were almost always 15-20 minutes later than advertised and the food choices were not what was advertised on the weekly menu. The serving staff were extremely rude and acted put out if she asked for anything.

5. Although her first move-in day went smoothly, she experienced daily problems with her apartment. When she requested maintenance service 4 days in a row for a leaky toilet, she finally was told by staff that he was very busy and would get to her after more important emergencies were taken care of.

6. Even worse Mrs. Smith had explained to the Admissions staff that she wanted to arrange having her apartment cleaned on Tuesday mornings when she went for her hair appointments. She had serious respiratory problems and the cleaning chemicals would trigger her asthma if she was in the apartment when they were cleaning. Instead housekeeping reported to her apartment on Wednesday at 8am when she was still in her nightgown. They stated that she would have to have her apartment cleaned right then or she would miss out on that week’s cleaning.

7. Welcome to the Marketing Team • What do you think went wrong? Obviously everything. That is an example of a poor marketing effort and terrible resident service. Even a beautiful building, full of wonderful amenities could not overcome the negative feelings that Mrs. Smith has for her new home. What do you think she will be telling her friends about this retirement community? Do you think she will be recommending her new home to anyone else?

8. WORD of MOUTH MARKETING One of the most effective marketing tools we have is word-of- mouth advertising through our residents. In the case of Mrs. Smith multiple things went wrong. One incident is bad enough but add them all together and the message is the community does not care about the service they provide their residents. It has been proven that for every good experience an individual may tell 3 to 4 other people, but for every bad experience they will tell at least 12 other individuals.

9. How can you help with marketing your community? As a staff member of your community you can directly impact word-of-mouth advertising. When you come in contact with people, you represent the quality of the service they sell, which means you are very much involved in marketing. Let’s take a look at what each department can do to help create a positive image and word-of-mouth for the community!

10. How can you help with marketing your community? Joe moved into a senior care community two years ago. Every day for Joe has been like the first day he came to tour. He had a number of communities to select from but the one he ultimately selected had something special that none of the other places could offer; a positive, caring team of employees. It wasn’t a fancy retirement community, but it was clean and well maintained. Joe was more interested in the staff then the pictures hanging on the walls. Here are a few things Joe could share about the staff at his community. • Joe’s Story

11. Joe’s Story… “Everyone treats me like I’m the only resident and they are all truly dedicated to providing me with the very best service.” Joe confesses that he is a fanatic about how all his racing trophies are situated on the shelf, but that doesn’t upset his housekeeper, Linda. She super shines every time she cleans and she pays particular attention to make sure that everything is put back into place. She understands how important this is to Joe, so she makes sure it is done right. When Joe first moved into the senior community he was still emotionally recovering from the loss of his wife, Lillian of 52 years. She was an incredible cook and she always catered to Joe’s favorite meals. Joe had already lost quite a bit of weight before moving in. When the dietary supervisor and cooks found out about this they didn’t hesitate to sit down with Joe and gather up some of Lillian’s best recipes. In no time at all Joe was putting the weight back on and now he serves on the resident committee for menu review.

12. Joe’s Story… Joe had extremely poor hearing that even hearing aides didn’t help. This made it almost impossible for Joe to keep in contact with his children who were spread out all over the United States. When Carrie, the receptionist suggested Joe get a computer he giggled and said, “You can’t teach this old dog new tricks”. But Carrie was determined to improve Joe’s quality of life and she spent everyday after work teaching Joe how to use his new computer. Joe not only keeps in contact with all his family, he has acquired all kinds of new friends on his Facebook account. Joe would be the first to admit that Frank, the maintenance supervisor has become Joe’s savior. Joe needed some customizing of his apartment in order to get around easier and Frank has always responded promptly to any of Joe’s request. Frank never leaves Joe’s apartment without hearing about Joe’s last big race. Frank may have heard the story a million times but he always listens intently like it is the first time being told.

13. You are the marketing team! Joe could share something special with just about every staff member of his senior community, but the thing they all share in common is taking pride in knowing that they provide a valuable service to their residents, the community and the company. They are a team and as a team, they are all in it together. Word-of-mouth advertising is important for every business, as each happy customer can steer dozens of new ones your way. It is triggered when a customer experiences something far beyond what was expected. What do you think Joe has been telling his friends for the past two years about his senior community? Joe even defends the staff if another community resident says something negative. He believes in the staffs’ dedicated, caring attitudes.

14. Word-of-mouth advertising… Pike Place Market in Seattle is famous for their customer service. The atmosphere is always fun and exciting, because the employees generate that energy. When interviewed about how they can be so happy doing such a stinky, miserable job the response was the same. “It starts with me! If I can smile, laugh and enjoy what I’m doing it becomes contagious and before you know it everyone is feeling the same way, including the customers. I go home at night exhausted but feeling very good about the job I did and the way I could make my customers smile.”

15. You are the Marketing Team That’s right! It starts and ends with you. As a staff member of your senior community, you can contribute to the marketing effort by simply: • Having a positive attitude • Interacting with people in a kind and courteous manner • Treating each resident and visitor in a way that makes them know they are important to you!

16. ONE MORE THING… There is one more thing to remember: As a team, you’re all in it together. As part of a marketing team you must work together to create that positive word-of-mouth. One team member cannot do it by themselves. No matter what department you work in, remember, everyone has something at stake. Take pride in your work and a job well done.

17. You are the Marketing Team The benefits to the community do not end when you go home for the day. People will continue to connect you with your care community… You are always marketing, even when you’re off the job! You can take pride in knowing that you provide a valuable service to your residents, your community, and your company. Your work contributes to providing a safe and comfortable home for many seniors. Take satisfaction in knowing that with your help, your community will be successful.

18. What Have I Learned??? Time for your competency test