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