Marketing
Benchmarks for
Home- and
Community-Based
Services
Creating a Sales and Marketing
Culture for Home and
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Quick Poll: Introductions
•
•
•
•
Current providers of HCBS
Considering providing HCBS
CCRCs
Others
2
Topic roughly
translates to…
3
Thank
You
Creating a Sales and Marketing
Culture for Home and
Community-Based Services
Bill Pickhardt, Senior VP,
Presenter: Cathy Ritter
Asbury
Home
and Community-Based
Services
Vice
President
of Marketing
Cathy30,
Ritter
October
2013
VP of Marketing
Quick Poll: Interest
• My current level of interest in HCBS is...
– Very Low
– Low
– Neutral
– High
– Very High
5
Objective
• Identify marketing benchmarks for HCBS
6
Why HCBS?
• 85% of people polled by AARP said they
wanted to stay in their homes
7
Why HCBS?
• Today there are 1.9 million Americans
living beyond age 90
– By 2050, there will be more than 9 million
(2010 US Census)
8
Why HCBS?
• At least 70% of people over 65 will need
long-term care services at some point
(US HHS)
9
No Marketing Benchmarks Exist
• CCRCs offering/considering to offer HCBS did
have a common goal
– Expand the service line (outside bricks and mortar)
– Expand revenue base
– Allow HCBS to establish the community in a better
position for the future
10
No Marketing Benchmarks Exist
• We have and measure benchmarks for CCRCs
– They can at least be a starting point for
measurement
– But HCBS service lines are so different they require
unique metrics
11
HCBS service lines are so different
they require unique metrics
12
HCBS service lines are so different
they require unique metrics
We had to conduct our own study
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Study Methodology
Consumer Survey
Provider Survey
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Consumer Survey Details
• Deployed in September 2013 to some members
of BAR’s FiftyPlus Panel
– Study open for two weeks
• 406 US panelists aged 50+ are included in the
analysis
– Total respondents = 1,184
– Total invited = 4,500
15
About the Panelists
Consumer Survey
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Panelist Ages
Percent
Age 50 – 65 years
Percent
Age 66 – 79 years
Percent
Age 80+ years
17
Panelist Incomes
30%
24%
25%
20%
19%
17%
14%
15%
12%
10%
7%
6%
5%
0%
Less than
$20,000
$20,000 to
$29,999
$30,000 to
$49,999
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 to
$149,999
More than
$150,000
18
Panelist Incomes
30%
24%
25%
20%
19%
17%
14%
15%
43% have
incomes
between $30K
and $75K
12%
10%
7%
6%
5%
0%
Less than
$20,000
$20,000 to
$29,999
$30,000 to
$49,999
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 to
$149,999
More than
$150,000
19
Panelist Incomes
30%
25%
20%
74% have
incomes under
$75K
17%
24%
19%
14%
15%
12%
10%
7%
6%
5%
0%
Less than
$20,000
$20,000 to
$29,999
$30,000 to
$49,999
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 to
$149,999
More than
$150,000
20
Panelist Gender
21
Panelist Relationship Status
Divorced
12%
Widowed
6%
Single
12%
Married/Partne
red
70%
22
Panelist Relationship Status
Divorced
12%
Widowed
6%
Single
12%
Married/Partne
red
70%
23
Quick Poll: HCBS Prospect
• I believe the following prospect is best for
HCBS...
– The same as a CCRC prospect
– Someone who is qualified
to live in a CCRC, but does not
want to
– Someone who would love to
live in a CCRC, but who is not
qualified
24
76%
Own a
Single Family
Home
25
What Services are Consumers
Looking for?
26
Home
Maintenance
47%
27
Cleaning and Cooking
30%
28
Preferred Service(s)
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
47%
30%
17%
16%
13%
13%
11%
8%
29
Preferred Service(s)
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Big Shock!
Age did NOT correlate
with preferred services
47%
30%
17%
16%
13%
13%
11%
8%
30
What Providers are Offering
60%
50%
40%
30%
20%
10%
55%
52% 52% 52%
48%
45% 45% 45% 45%
34% 34%
31% 31%
28%
21%
10%
0%
31
54%
Receiving NO
Helping Hands
32
54% Receiving NO
Helping Hands
Others receive help
from…
Spouse (33%)
Adult Child (10%)
Family/Friend (8%)
Paid Caregiver (3%)
33
Home- and Community-Based Services is an
Unknown Term
Home- and Community-Based
Services is an unknown term
34
Home- and Community-Based Services is an
Unknown Term
Home- and Community-Based
Services is an unknown term
50%
Not Familiar
35
Home- and Community-Based Services is an
Unknown Term
Home- and Community-Based
Services is an unknown term
Only
7%
Very Familiar
36
54%
Understand
the difference
between
Home Health
Care and
Home Care
37
But…
74%
Do NOT
know what is
required for
Medicare to
cover any care
in the home
38
Services Most Likely to Use
Hospice
5%
Medication management
8%
Personal care
8%
Care coordination
10%
Companion services
12%
Rehab
12%
Home health care
13%
Technology
19%
Transportation
21%
Concierge-type services
44%
0%
5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
39
Services Most Likely to Use
Hospice
5%
Medication management
8%
Personal care
8%
Care coordination
10%
Companion services
12%
Rehab
12%
Home health care
13%
Technology
19%
Transportation
21%
Concierge-type services
44%
0%
5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
40
When to use these services?
41% will use these services after a health event
41
When to use these services?
41% will use these services after a health event
26% use now or plan to use in a few years
24% are not sure when to use
42
50%
would seek a HCBS referral from a physician
43
Preferred HCBS Referral Sources
Financial advisor
8%
Clergy
11%
Online referral agency
17%
AARP
32%
Internet
37%
Friends
42%
Family
50%
Physician
50%
0%
10%
20%
30%
40%
50%
60%
44
Provider Insights
• Providers reported having 10 or more direct
local HCBS competitors
45
Provider Insights
• Most current business comes from consumer
word of mouth
46
Provider Insights
• All see opportunity to build image through
professional referrals
– CCRCs offering HCBS see their existing referral
network as a strength versus competition
47
Provider Insights
• Most CCRCs offering HCBS have built the
service line by offering services to both
residents and external clients
48
Provider Insights
• Online advertising and direct mail are the most
common forms of marketing HCBS
49
Provider Insights
• HCBS has three target audiences:
– Senior consumers
– Adult children
– Referral sources
50
Provider Insights
• Most are NOT tracking leads in a database
(some are using a spreadsheet)
51
Shaping Research Insights into
Marketing Strategies
52
HCBS Benchmark Categories
• Key measures to benchmark were identified as:
– Cost per lead
– Cost per “sign up”
– Yearly Branding Cost
– Conversion Ratio from Service to Community
53
Setting Sales Goals
Questions to ask:
Are you utilizing a tracking system like
REPS/Matrix Care Marketing?
54
Setting Sales Goals
Questions to ask:
Are you utilizing tools on the Internet – real time
dashboards and call tracking?
55
Setting Sales Goals
Questions to ask:
How are you measuring (and have you set goals
for)…
– Calls – inbound/outbound
– Inquiries
– Sign-ups
– Revenue Goals
56
Challenges
• Single point of entry
– Phone triage line
• How do you staff this?
• Start up cost per service line:
– Home Health Care
– Hospice
– Concierge and Companion Services
57
Branding
58
HCBS Goal Setting
59
HCBS Sales Calculator
Total clients
250
Current revenue
$500,000
Targeted revenue
$580,000
Additional revenue needed
Average cost per service hour
$80,000
(divided by) $20
Additional net service hours needed
4,000
Ave service hours per client per year
(divided by) 100
Ave new clients required
Annualized number of new clients
Projected annual turnover
New clients required
40
(times 2 =) 80
(plus) 80
160
60
Lead Generation Calculator*
Total leads generated in last plan period
Total sales in last plan period
Leads per sale
Targeted sales in new plan period
Targeted lead generation
Cost per lead
Total lead generation budget required
240
(divided by)
120
2
(times) 160
320
(times) $100
$32,000
* This is a simplified way to calculate lead generation; this method
assumes you will convert at the same rate as the previous year; also
does not account for leads already in database.
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Advertising HCBS
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Quick Poll: Advertising HCBS
• Your organization’s primary objective in
advertising HCBS is...
– Generating awareness
– Generating leads
– Converting leads
– Connecting with referral
sources
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Items to include in HCBS marketing plan
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•
•
•
•
•
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•
•
•
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•
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Background Summary
Target Audiences
Goals and Objectives
Strategy
Strategic Approach
Single Point of Entry Protocol
Systems and Protocols, Forms
Sales Management and Training
Networking
Branding
Conversion Program
New Lead Management Systems
Public Relations
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Collateral Materials
Direct E-mail and Web Marketing
Social Marketing
Advertising
Media
Direct Mail
Newsletter
Event Marketing
Action Plan
Budget
Reporting
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The Importance of Planning
• Our recommendations for each service line:
– Develop a strong business plan
– Develop a strong sales plan
– Develop a strong communications and marketing
Plan
72
We have started the Hub of information to track
nationwide HCBS benchmarks
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Join the conversation!
http://www.researching.com/surveys/HCBSProvider
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Quick Poll: Webinar Review
• This webinar was...
– Not helpful
– Just okay
– Very helpful
75
Thank you!
• Questions can be submitted using the hand raise
or chat functions
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