•Chris Eckert
Referral Relations Manager
•Tom Maisel
Referral Relations Consultant
•Shannon Harris
Referral Relations Coordinator
•Carriann Russell
Marketing Assistant
•Jenny Stokes
Administrator & Admissions Manager
•Mary Moffatt
Admissions Coordinator
•Jackie Soto
Client Services Coordinator
Marketing Efforts
• We sponsor year round Professional
Networking Events and conferences
across the country
• CRM
• Social networking
• Website analytics
• Facility tours
• Promotional materials management
2011 Marketing Event &
Conference Locations
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Mason, OH
Tucson, AZ
Los Angeles, CA
Colorado
Springs, CO
Boca Raton, FL
Ft. Lauderdale,
FL
Miami, FL
Houston, TX
Layton, UT
Oklahoma City,
OK
Chicago, IL
Los Angeles, CA
Lowell, MA
New York, NY
Harrisburg, PA
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Philadelphia, PA
Stockbridge, MA
Las Vegas, NV
Palm Desert, CA
Charlottesville,
VA
Fredericksburg,
VA
McLean, VA
St. Paul, MN
Chandler, AZ
Savannah, GA
Augusta, GA
Atlanta, GA
Phoenix, AZ
La Quinta, CA
Evanston, IL
Maitland, FL
• Newport Beach,
CA
• Omaha, NE
• Lincoln, NE
• St. Louis, MO
• Palm Beach
Gardens, FL
• Madison, WI
• Bismarck, ND
• Fargo, ND
• Santa Barbara,
CA
• Prescott, AZ
• Summit, NJ
• Stamford, CT
• Washington, DC
• Cape Cod, MA
• Austin, TX
• Sarasota, FL
• Pacific
Palisades, CA
• Bryn Mawr, PA
• Holly, MI
• Scottsdale, AZ
• Nashville, TN
• Towson, MD
• Chevy Chase,
MD
• Bethesda, MD
• Delray Beach, FL
• Westport, CT
• White Plains, NY
• Pittsburgh, PA
• Beachwood, OH
• Reston, VA
Marketing Plans
• Constant personalized interaction
among Mental Health Professionals,
Educational Consultants,
Interventionists, and other Programs
• Advertisements in both print and
digital media
• Events and Luncheons
• Conferences and personal visits to
therapist offices
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First 6 Months of 2012
Event & Conference Locations
Orlando, FL
Tucson, AZ
Scottsdale, AZ
Vero Beach, FL
Clearwater, FL
Gainesville, FL
Durham, NC
Chapel Hill, NC
Charlotte, NC
Chattanooga, TN
Memphis, TN
Louisville, KY
Nashville, TN
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Houston, TX
Myrtle Beach, SC
Charleston, SC
San Diego, CA
Aurora, CO
Denver, CO
Boulder, CO
Iselin, NJ
Boston, MA
Phoenix, AZ
Austin, TX
Dallas, TX
Chicago, IL
• La Quinta, CA
• Indianapolis, IN
• Carmel, IN
• Charlottesville, VA
• St. Louis, MO
• St. Paul, MN
• Minneapolis, MN
• Milwaukee, WI
• Waukesha, WI
• West Allis, WI
• Cincinnati, OH
• Dayton, OH
**more to come!**
Marketing Goals
• To i n c re a s e b ra n d awa re n e s s a m o n g b o t h
m e nta l h e a l t h p ro fe s s i o n a l s a n d t h e
ge n e ra l p u b l i c
• To e d u c ate fa m i l i e s a n d p ro fe s s i o n a l s
a b o u t o u r u n i q u e a p p ro a c h to m e nta l
h e a l t h c a re
• To e sta b l i s h l o n g l a st i n g re l at i o n s h i p s
w i t h Refe r ra l S o u rc e s
• To c re ate a d i re c t re l at i o n s h i p b et we e n
p ro g ra m c l i n i c i a n s a n d o u r A d m i s s i o n s
Te a m t h ro u g h c o nt i n u o u s c o m m u n i c at i o n
Clinical Goals
• NO Surprises!
– W h e n a ny i n c i d e n t o c c u rs w i t h a c l i e n t ,
n o t i f y t h e Re fe r ra l S o u rc e f i rs t
• T h e ra p e u t i c A l l i a n c e
– To h e l p d i f f u s e a ny s i t u a t i o n , t h e R e fe r ra l
Source should be notified first
• T h i s ke e p s t h e i n te g r i t y o f t h e i n c i d e n t
when communicating with parents
– B y t h e Re fe r ra l S o u r c e k n o w i n g t h e y
c a n h e l p p ro te c t o u r r e p u t a t i o n
REFERRAL SOURCE
Marketing
Marketing
TRUST
Clinician
Admissions
Relationship
established
after time
and hard
effort
TRUST
Marketing
Marketing
Marketing
Marketing
Admissions
Clinician
**After time, the
clinician will be familiar
with our program. As a
result, the clinician will
start communicating
with Admissions
directly with any
referrals.**
What is the Pasadena
Villa Marketing
Department’s
“bread and butter”?
Email
Referral Relations Team stays in
touch with Referral Sources,
Admissions, and Clinicians
Marketing
Referrals
Clinicians
stays in
touch
with
Referral
Source
and
Referral
Relations
Team
Treatment
Admissions
Admissions
stays in
touch with
Clinicians,
Referral
Relations
Team and
the Referral
Source
Referral
Relations
Team
Admissions
Team
Qualified
Referrals
Clients!
What are some
possible steps in the
marketing process
where a referral is
converted to a
qualified admission?
…Allow us to
illustrate with a
simplified
example!...
The Marketing Process
1/6/11 –
Jenny
and Jerry
Rudd visit
the Linder
Center for
2 days.
(Referral
received)
January
4/19/11 –
Tom,
Shannon,
Chris met
with
Doctor
and Tom
Parker in
Dallas
“Time Passes”
February
March
3/9/11 –
Chris
attends a
CoSponsored
Event
April
May
“Time Passes”
June
July
12/14/11 –
After
review, the
client is
admitted to
PV facility
“Time Passes”
August
September
October
“Time Passes”
(Admission)
November
11/3/11 –
Doctor
calls
Jenny
from
Linder to
discuss
admission
December
The Price of Referral Conversions
You know the
process… but
what are the
costs?
Costs To Make A Referral Into Admission
Expense category
Expense
Onsite Costs To Sponsor Event
Flight
Transportation Rental
Hotel Accommodations
Food and Beverages
Administration Costs
$250
350
200
450
200
50
Total
$1,500
Notes
Does not include all costs to Cosponsor event
Round-trip, per individual
For one vehicle
For entire stay at hotel, per individual
Per individual
(Hourly estimate of time, effort, and energy)
Minumum For Each Individual Involved In The Process
Price to Convert Referrals
(Continued)
Detailed Breakdown of
Estimated Expenses
Date
Name
Description
1/16/11 Jenny Linder Center visit
16-Jan Jerry Linder Center visit
9-Mar Chris Co-sponsored Event
19-Apr Tom Dallas meeting
19-Apr Shannon Dallas meeting
19-Apr Chris Dallas meeting
3-Nov Jenny Doctor Conference Call
14-Dec Jenny Verified Admission
Hotel Air Fare Rental Car Food & Bev. Event Admin.
300.00
300.00
450.00
450.00
450.00
450.00
X
350.00 200.00
350.00
X
350.00 200.00
350.00 200.00
350.00
X
350.00
X
X
X
TOTAL
150.00
X 300.00 1,300.00
150.00
X
X
800.00
200.00 300.00 400.00 1,900.00
200.00 1,500.00 200.00 2,900.00
200.00
X 200.00 1,200.00
200.00
X 200.00 1,200.00
X
X
100.00
100.00
300.00
X
X
X
X
X 300.00
2,400.00 2,100.00 600.00 1,100.00 1,800.00 1,700.00
TOTAL COST FOR 1 REFFERAL = ADMISSION
9,700.00
Treatment Process Timeline
Referral made.
If it is made
directly to the RR
Team, it is passed
to Admissions.
If referral is made
directly to
Admissions, they
inform the RR
Team.
Referral
Relations
Referral
Referral Relations
Team (RR Team)
works with Referral
Sources to keep
our name in front of
them and to ensure
our program will
always be
considered as an
option for clients.
**This step can
repeat itself
with the
same/different
Referral
Source and
the
same/different
client. **
Referral
Follow-Up
Admission’s gets information from
the RR Team or Referral Source to
begin the process.
Potential client or family fills out
online form, records are requested/
received, payment is considered
and case is discussed/ analyzed for
admission.
Therapists inform all
parties involved
including Referral
Source, Admissions
and the RR Team.
**This step could take days, weeks
or even months to complete. **
Referral
Referral
Follow-Up
RR Team follows
up/thanks Referral
Source.
RR Team follows
up/thanks Referral
Source.
**This is an
opportunity for an
Admission, but
does not guarantee
one. **
**This is an
opportunity for an
Admission, but
does not guarantee
one. **
Client may not be
ready/voluntary/or
clinically viable.
Client discharged
back to family,
another program or
on their own.
Client may not be
ready/voluntary/or
clinically viable.
Admission
Treatment
Discharge
Treatment plan developed and
client begins treatment.
Therapist stays in touch with
parents, former clinicians, any
responsible parties and Referral
Source.
A “bridge of trust” is built between
the Therapist and Referral Source.
Referral Source starts to feel
comfortable about treatment plan,
therapists, environment and the
services provided.
Follow Up
Therapist and RR
Team follow up with
Referral Source
informing them of
discharge plan and
to answer any
questions.
This further builds
the “bridge of trust”
among the Referral
Source, Therapist
and the RR Team.
• Referrals do NOT guarantee admissions
• Most referrals will take longer than
2-3 months to convert into admissions
• When traveling to an event or
conference, a team member is gone for
at least 3 days
• The average length of stay for our clients
is 492 days
• We attend over 125 events a year
including co-sponsored lunches,
conferences, trips or tours.
– This breaks down to 10 per month or
2 ½ per week!
– Every Monday – Sunday you will find us in
2 ½ cities!
• 125 events a year = 125 different
locations and thousands of possible
referral sources
• Where do referrals come from?
83 Total
8
23
9
4
2
1
17
4
15
** Data Collected Represents 2011 YTD Admissions **
info@pasadenavilla.com
www.pasadenavilla.com
Admissions: (877) 845-5235
 Chris Eckert – (407) 982-0099
chris@pasadenavilla.com
 Tom Maisel – (312) 550-6547
tom@maiselconsulting.com
 Shannon Harris – (407) 286-8259
shannon@pasadenavilla.com
 Carriann Russell – (407) 259-6220
carriann@pasadenavilla.com
 Jenny Stokes – (877) 845-5235
jenny@pasadenavilla.com
 Mary Moffatt – (877) 845-5235
mary@pasadenavilla.com
 Jackie Soto – (407) 896-2636
jackie@pasadenavilla.com
Any questions?