And every science has ingredients. These ingredients come together to create a product designed to accomplish something. Marketing to nursing homes is among those business sciences that requires a certain approach. Considering this is being written by a seasoned long-term care case manager who has interacted with probably 150 nursing homes, we know about what we speak.
There are some realities that will not go away. These include the fact that when a patient is discharged from a nursing home and can no longer manage on their own or in the homes of relatives or friends, group living or shall we say “assisted living” programs are needed. Every person has varying needs and abilities and, of course, budgets.
This is why a good mix of community-based care in every major metropolitan area is crucial. At the same time, those working inside of nursing homes do well to build a catalog of available resources which helps in the discharge planning process. This catalog should categorize providers by their clinical competence. After all, some group living programs are clinically focused and will manage a resident’s glucose levels on a sliding scale while others may not.
As an owner of an assisted/group living program how can you effectively reach out and build relationships with discharge planners who benefit from knowing who you are? Well, understanding how others operate is a large part of the process.
Here are some tips:
- Drop by, but don’t expect or demand a face-to-face. Most professionals hate such demands, even subtle ones! Leave a few donuts for staff at the front desk and a summary of what you are about. Be sure this is professionally printed and designed. Follow-up by phone and/or email in a couple of days in order to get to know one another. Be judicious and do not seek to contact people daily! Some labels you want to avoid.
Produce a monthly E-Newsletter or a printed one that can be mailed, (No more than 4 pages) about your home, (s). Highlight areas of special competence and put nursing home social work staff on the mailing list. Be sure and give them the opportunity to opt in for email marketing, avoid HIPAA violations which can occur if you use resident photos without proper authorization.
- Schedule an Open House event around times they would find it most convenient to attend. This will require that you ask them what time of the day may work best. Click Here for Open House suggestions.
- Maintain a Contact log of your outreach to each in your area. Click Here for a Sample log you can use, unless you have an electronic means to do so.
What is important is that you are relationship focused. As long as that is the case, partnering with other members of the long-term care community should be a breeze.
Thanks for playing along!
Another Blog Post from Health Industry Marketing, LLC. We are focused on all that care is and all that it can become.