Know-How Exchange : Strategy

Fancy,

While I haven't worked at a Skilled Nursing Facility, I have worked at a services company. Essentially you too are selling a service . That being said I would suggest you focus your marketing activities to selling your facilities brand/reputation (which might mean in your case building the reputation at the same time) along with the quality of services you have. Similar to product marketing, you need to identify the core value your service provides over competitors, make sure your offerings match the market, and then price and promote them appropriately. Your situation sounds a little more challenging in that you need to build a reputation turn around program, along with a marketing plan to promote the new business. I'd ask yourself before taking the role "Why do they have this reputation in the first place?" Clearly they had to do something to have earned the rep of a dump & run operation. Was it their partners/referral's doing? Service quality? etc. After you answer that, then ask yourself if this place can really be turned around, especially if it is a quality/service product issue (ex. Do they have the right skills in place to elevate the brand quality?). From there you can put together a plan to start promoting the business and turning it around. Just my 2 cents.

One of my first mentoring clients was developing training for the marketing staff of a group of nursing homes.

I helped all develop personal marketing plans. Here are a few ideas.

If you are like them, many referrals come from the local hospitals-- as patients are being discharged. We did a x# week fax (more often as we filled) with # of open beds. For you to "change" the criteria-- I'd suggest you go in to each department responsible for discharging and recommending follow up-- define the new criteria. Introduce yourself. And let them know you'll be in there often. Think of reasons to come back -- even if its to bring a cookie break. This is one of those out of sight, out of mind businesses-- TOMA, Top of Mind Attitude is key.

We also did presentations to VFW's and other groups-- this was a non commercial program defining veteran benefits. Do a chamber presentation "what to do when the worst happens". With us caring for parents-- there was always someone in the group with an immediate situation. Join your chamber and go to all mixers.

Start to build a relationship with the docs doing the kinds of care and surgeries where they might send a patient getting well. Develop a doc referral program.

If you want to change your image- change your look. It was our marketing people's responsibility to call attention to sloppy windows and unkempt areas. If you don't look like a person to "dump" someone-- you won't be. Look at all marketing materials-- this is a good time to update it all. Install a employee reward system for taking ownership.

Work and secret shop the receptionist-- yours and your competition. They are a potential clients first impression. Make sure you like what you hear, what they say and how they transmit a lead to you. Develop a script of questions so the person calling casually, you guys are pros.

Make sure no one drops from your sales funnel. If someone is calling you-- they need your service. This is an enviable position. Do not treat it lightly, seize the opportunity.

Mine your referrals. Do exit surveys. Know your facilities SWOT's.

Good luck!!

Carol
Sell Well and Prosper tm