Post on 16-Jul-2015
Presentation Naidex 2013 Care Conference
• Case Study of Rose Lodge
• Positioning for Maximum Profit
• How to Capture the 95% of Prospective Residents You’re Currently Ignoring
• The Marketer’s Best Friend
Rose Lodge Case Study
24 Bed Home in Exmouth Registered For General Residential & Dementia
• Poor Occupancy Boils Down To:
Not Enough Enquiries- The Phone’s Not Ringing
Not Converting Enough Enquiries - They’re Not Liking What They Find
Dr Ivan Hanney Dr Evaldas Cesnulis
Positioning For Profit
Positioning For Profit
• Decide on who you’d like to serve
• But, make sure there’s a hungry crowd and feed them
• Be a specialist not a generalist
How to Capture the 95% of
Prospective Residents You’re
Currently Missing
The Buyers Journey
Benefits of Ownership Objections to Ownership Vendor Selection
The Dementia Buyers Journey
• Start of seeking information about what dementia is and how to recognise it
• How to care for someone with dementia
• What are the options when they can no longer cope
• Which option to choose and from whom
• Put out valuable content
• Capture their contact details
• Drip feed content that positions you as the ‘expert’
• You become the logical conclusion at the vendor selection stage
Results
• Home Full Within 6 Months of Implementation
• 2 Price Rises in Last 6 Months Alone
• Still Could Have Filled Vacancies Twice Over
• Who Is The Marketers Best Friend?
• The Marketers Best Friend
• How Much Can I Afford To Spend To Attract A New Resident?
• How Much Do I Need For My Marketing Budget?
• How Much Can I Afford To Spend To Attract A New Resident?
• Average Lifetime Value of Your Resident
Average length of stay x weekly fee3 years (156 weeks) x £500 = £78,000
• The £78,000 Moments
• How Much Do I Need For My Marketing Budget
- Number of beds (60)- Divided by average length of stay (3yrs)- Equals number of residents need to find each year (20)- Multiplied by how much you can afford to spend to acquire a client (£1000)- Equals annual marketing budget (£20,000)
What Marketing Really Is
Text offer + your name & email address to
07624 803816
Offer Simon Beck simon@icewave.biz
07624 803816