Standing Out From the Crowd
Presented by Jack LaBaugh
Director of Marketing and Public Relations
Housekeeping
• Everyone is on mute
• IMPORTANT – For the best quality audio, suggest
using your telephone and not your computer’s
microphone
• Type your questions in the question box and we will
address them at the end of the call
• Please “be present” today, pretend we are in a
classroom together
Who Are We?
Leading Quality Management Firm for the
Home Care Industry
Founders and Creators of the
Largest National Study
for Home Care
About The 2013 Private Duty
Benchmarking Study
» In its 4th Edition, 165+ pages
» Largest and Most Comprehensive Study for the Home Care
Industry, with 617 participating agencies representing over 1,500
locations
» Purpose – To provide home care owners with powerful insights and
information, designed to help them drive more growth
» Subjects Benchmarked – Financial, Quality Management, Sales,
Marketing, Operations, and Recruitment & Retention
» Leaders – 129 agencies in the study, based on billing $2,000,000+ in
revenue in 2012.
Goal of Presentation
Explore Ways to Help your Home Care
Business Stand out from the Crowd
• What consumers looking for when it choosing a
home care agency for their loved ones.
• What today’s leaders in home care are doing to
market their businesses
• How to use proof of quality in marketing your
business
Where Do You Want to Be?
If we were meeting here five years from today – and
you were to look back over those five years – what has
to have happened during that period, both personally
and professionally, for you to feel happy about your
progress?
Population by Age and Gender
2010 Census
2010 Census
By 2020, the ranks of
home health and personal
care aides will have
swelled by more than 1.3
million—a 70 percent
increase from 2010,
according to the Bureau
of Labor Statistics. That
compares with a growth
rate of 14 percent for the
U.S. job market at large.
WASHINGTON D.C. (WTVB) Another sign of the times. Many
Americans are taking care of sick or
elderly loved ones. A new study
finds four in ten of U.S. adults are
in that caretaker role. Pew
Research Center associate director
Susannah Fox says "more healthcare
is happening at home." Fox also says
the struggling U.S. economy could
explain why family members are
taking on more responsibility for care.
Researchers found that the
number of caregivers rose ten
percent between 2010 and 2013.
How Can You Make Your Business
Stand out from the Crowd?
Time and
Effort
Spent
Marketing
25%
Consumer
Marketing
75% Referral
Marketing
Top 5
Marketing
Traffic
Generators
Protecting Your Brand (Reputation)
What Do You Want Your Brand To Look Like?
How Dominating is Your Brand?
70% of all consumers trust brand
recommendations from friends and
family
Do you
know what
your
agencies
reputation
is?
92% of consumers trust opinions
posted online by other consumers
Every month:
 70% of consumers using social
media read other consumer’s
experiences
 65%of consumers learn more about
brands’ products and or services
through social media
 53% of consumers compliment
brands using social media
 50% express concerns or complain
about a brand using social media
Ways to
secure your
brand!
 Monitor what others are saying
about you and your company
 Sign up for a Google Alerts
 Search engine results
 Check on your brand within your
community
 Develop relationships with
stakeholders in the community
and industry. It’s all about
networking!
 Foster Growth in the Industry
 Monitor Social Media
 Monitor the news
 Value what is being said from
those on the “front lines”
 Conduct Surveys/Interviews (3rd
Party validation)
You Must Stand Out from the Crowd
Nominate yourself for community
awards like “Employer of The Year,”
Publicize Your Awards “Best of Home
Care”
Nominate yourself for Chamber of
Commerce Awards
Industry Awards and Designations –
POST THEM!
Is your companies name safe in my home?
Friends and Family
Is your agency’s name safe in my home?
Top 5
Marketing
Traffic
Generators
The Framework-The Perfect
Customer Lifecycle
Get Referrals – There are never any better leads than those who
come from client referrals. What are you doing to ensure that your
customers are referring you when they get asked the questions?
Top Referral Marketing Sources
Get Referrals – There are never any better leads than those who
come from client referrals. What are you doing to ensure that your
customers are referring you when they get asked the questions?
4 Steps to Attracting
More Client Referrals
1. Create a Referral Generation Plan – Formalize
how you and employees ask for the referrals.
Make sure everyone knows when to ask and
how to ask it.
2. Provide Support – Don’t leave it up to your
clients to give the information to their friends.
Provide business cards, coupons, and
instructions on how to share your services
with others and what information you need.
3. Offer appropriate incentives/discounts
4. Target your most influential/happy customers
Identify Happy Clients and Just
Ask For The Referral
1. Send these clients a letter with a handful of “4 hours
of free service” coupons. Make sure there is a space
for their referral to write in the name of the client
who referred them. The letter explains the referral
program.
2. Referral Program – For every client they refer that
signs on for services, they and the person they
referred receive 4 hours of free service.
3. Follow-up approx. 2 days after they received your
letter. Make sure they received it and they know you
love referrals from clients. Be bold but not over
bearing.
4. Repeat 2-months later.
The Power of Client Referrals
• 1 Client + 5 Years = $500,000 in
additional revenue, just from the
clients she referred
Top Referral Marketing
Sources
Top 5
Marketing
Traffic
Generators
Top Referral Marketing Sources
Top Referral Marketing
Sources
Top 5
Marketing
Traffic
Generators
Top Consumer Marketing Sources
What does your social media
presence look like?
facebook.com/homecarepulse
https://profiles.google.com/115993601513152414292
twitter.com/homecarepulse
linkedin.com/company/home-care-pulse
 Do you currently have a
referral program?
THINGS FOR
YOU TO
CONSIDER
 When was the last time
you asked for a referral?
 When was the last time
you sent out a press
release?
 What is your presence
on Social Media?
 Do you have a proactive
plan to promote your
home care business?
Resources Available to Home Care
Pulse Customers
Resources Available to Home Care
Pulse Customers
Bestofhomecare.com
Resources Available to Home Care
Pulse Customers
Customized Press Releases located in the Home Care Pulse
Resource Center
Goal of Presentation
Explore Ways to Help your Home Care
Business Stand out from the Crowd
• What consumers looking for when it choosing a
home care agency for their loved ones.
• What today’s leaders in home care are doing to
market their businesses
• How to use proof of quality in marketing your
business
Exclusive Webinar Offer
 $50 off the 2013 Private Duty
Benchmarking Study
 Was $299 now just $249
 Plus – 4 part “Taking Action”
Webinar Series with Aaron
Marcum (Free a $199 value)
 Go to
www.privatedutybenchmarking.com
and enter Promo Code JACK13
(case sensitive)
 Valid Through Monday July 1st.
Contact us
Jack LaBaugh– Director of Marketing and Public Relations
Jack@homecarepulse.com
1-877-307-8573
Andrew Rail – Director of Sales
andrew@homecarepulse.com
1-877-307-8573