Marketing Hospice - A Marketing Hospice - A Core Competency in Core Competency in Competitive MarketsCompetitive Markets

Kathy Brandt, MSKathy Brandt, MSNational Hospice and Palliative Care National Hospice and Palliative Care

OrganizationOrganizationkbrandt@nhpco.orgkbrandt@nhpco.org

NHPCO: The Leader in End-of-life EducationNHPCO: The Leader in End-of-life Education

Seminar Objectives:Seminar Objectives:

At the completion of this program, At the completion of this program, participants will be able to:participants will be able to: Identify key components of a successful Identify key components of a successful

hospice marketing campaignhospice marketing campaign Discern the advantages of provider and Discern the advantages of provider and

direct-to-consumer strategies direct-to-consumer strategies Develop a comprehensive marketing Develop a comprehensive marketing

campaigncampaign

Myths about MarketingMyths about Marketing

Marketing is sleazyMarketing is sleazy Hospices don’t need to marketHospices don’t need to market We would need a marketing We would need a marketing

teamteam MarketingMarketing is expensive is expensive

Marketing is SleazyMarketing is Sleazy

No matter what you call it – just do No matter what you call it – just do it!it! OutreachOutreach EngagementEngagement EducationEducation Public/community relationsPublic/community relations SalesSales

If you don’t get your messages out – If you don’t get your messages out – who will?who will?

Hospices Don’t Hospices Don’t Need to MarketNeed to Market

Your competition is marketing their Your competition is marketing their serviceservice

Even if you aren’t talking about your Even if you aren’t talking about your services, your competition isservices, your competition is Talk about what you do – not what your Talk about what you do – not what your

competition does or doesn’t docompetition does or doesn’t do

You Need a Marketing Team You Need a Marketing Team & You Can’t Afford Marketing& You Can’t Afford Marketing

Everyone can and should be marketingEveryone can and should be marketing Staff, volunteers, referral sources and Staff, volunteers, referral sources and

survivorssurvivors Advertising Advertising cancan be expensive… be expensive…

marketing doesn’t have to bemarketing doesn’t have to be Empower your staff and volunteers and Empower your staff and volunteers and

you are half-way there!you are half-way there!

Heard it From… NCHPPHeard it From… NCHPP …how to integrate marketing into all aspects

of your organization’s programs.  We tend to think of “marketing” as that department over there that writes the ads and produces the newsletter.  How can we work at staff buy-in that marketing has a role in increasing the ADC, enhancing relationships with providers, etc.  I happen to think that “marketing” should be at the table when all that discussion is going on.

NHCPP is free to all employees and volunteers of NHPCO member programs – learn more at www.nhpco.org/nchpp

Staff Role in MarketingStaff Role in Marketing

CEOCEO Clinical managersClinical managers Finance departmentFinance department HRHR PhysiciansPhysicians Interdisciplinary team membersInterdisciplinary team members VolunteersVolunteers

Hospice Marketing Hospice Marketing ChallengesChallenges

Differentiation – how we are uniqueDifferentiation – how we are unique Competing with larger programs ($$)Competing with larger programs ($$) Getting attention of physiciansGetting attention of physicians Overcoming negative marketingOvercoming negative marketing Staff investment in marketing “not Staff investment in marketing “not

my job…” my job…”

NHCPP has free discipline and topic-specific list serves – learn more at www.nhpco.org/nchpp

Hospice Marketing Hospice Marketing ChallengesChallenges

Need scriptingNeed scripting Non-admits (ineligible) Non-admits (ineligible) Family reluctanceFamily reluctance

ServiceService Prioritizing family referralsPrioritizing family referrals

Referral source educationReferral source education Starting the hospice talkStarting the hospice talk When to refer (earlier!)When to refer (earlier!)

Hospice Marketing Hospice Marketing ChallengesChallenges

Demonstrating ROI with consumer Demonstrating ROI with consumer marketingmarketing

Reaching faith communitiesReaching faith communities Cultural barriers - fearCultural barriers - fear What is hospice?What is hospice?

What’s included/provided? What do I What’s included/provided? What do I have to give up? have to give up?

NHCPP Marketing/PR/Development Section – learn more at www.nhpco.org/nchpp

Marketing consists of the strategies Marketing consists of the strategies and tactics used to identify, create and and tactics used to identify, create and maintain satisfying relationships with maintain satisfying relationships with customers that result in value for both customers that result in value for both

the customer and the marketer.the customer and the marketer.

http://www.knowthis.com/tutorials/marhttp://www.knowthis.com/tutorials/mar

keting/about_marketing/1.htmketing/about_marketing/1.htm

1. Target markets 2. Products/services 3. Promotion 4. Distribution Access5. Pricing Competition6. Services Service excellence

http://www.knowthis.com/tutorials/marketinhttp://www.knowthis.com/tutorials/marketing/about_marketing/2.htmg/about_marketing/2.htm

Marketers Focus on:Marketers Focus on:

1. Target Markets

Market to consumers or providers?Market to consumers or providers? Who are you trying to reach?Who are you trying to reach? Who can Who can impact the decisionimpact the decision to select to select

your services?your services? What do these influencers know about What do these influencers know about

your hospice?your hospice?

Spheres of InfluenceSpheres of Influence

Personlivingwith

Family

Co-workers

Friends

Media

Merchants

Neighbors

FaithComm

Health &Human

Srv

Market ResearchMarket Research

Test messages, language, imagesTest messages, language, images Challenge assumptionsChallenge assumptions Look for gaps between what is and Look for gaps between what is and

what is neededwhat is needed Research in and of itself is an Research in and of itself is an

interventionintervention Shoestring researchShoestring research

Your Target Market Your Target Market Has…Has…

A particular need A particular need What is it?What is it?

Decision making power Decision making power Who will say “yes” to hospice?Who will say “yes” to hospice?

Access to my servicesAccess to my services How accessible are my services? How accessible are my services?

Hospice Market ResearchHospice Market Research ServiceService

Where people dieWhere people die Non-admitsNon-admits Referral sourcesReferral sources

Messages - focus groupsMessages - focus groups SurvivorsSurvivors Non-admitsNon-admits Health fair/community eventHealth fair/community event

Survey Staff and Survey Staff and VolunteersVolunteers

Tell me about our organization.Tell me about our organization. Who do we serve?Who do we serve? What services are available?What services are available? How can I learn more?How can I learn more?

How can my Aunt Jane access How can my Aunt Jane access services? services?

What are we doing right? What are we doing right? What could we improve?What could we improve?

2. Products/services

What are you selling/promoting?What are you selling/promoting? HMB? Palliative care? Community service?HMB? Palliative care? Community service?

Is your program marketable?Is your program marketable? Does it have a good/great reputation?Does it have a good/great reputation?

See a need, fill a need?See a need, fill a need? How do you learn what the community needs?How do you learn what the community needs?

What do you provide that no other What do you provide that no other program has?program has? What makes it unique?What makes it unique?

3. Promotion

How do people learn about your How do people learn about your services? services? When you add a new service how do you When you add a new service how do you

promote it?promote it? What is your ROI for each promotion?What is your ROI for each promotion? Do you have different strategies and Do you have different strategies and

tactics for different audiences?tactics for different audiences?

Types of PromotionTypes of Promotion

AdvertisingAdvertising Media planningMedia planning Public relationsPublic relations Sales Sales Community engagementCommunity engagement

It’s Advertising if it is…It’s Advertising if it is…

PaidPaid PublicPublic Non-personal Non-personal Persuasive Persuasive Promoting products Promoting products

(to existing and) potential customers(to existing and) potential customers

AdvertisingAdvertising Why Why

You control the message, placement and You control the message, placement and timingtiming

Potential huge exposurePotential huge exposure WhenWhen

Need to reach large, new audiencesNeed to reach large, new audiences Have moneyHave money

WhatWhat EventEvent Specific Specific MessageMessage ImageImage PresencePresence

Hospice Advertising IdeasHospice Advertising Ideas

Clip adClip ad InsertsInserts Yellow pagesYellow pages OnlineOnline Bill boardsBill boards Wearable Wearable SignageSignage BookmarksBookmarks Movie theater screen Movie theater screen Mass mailingsMass mailings

MediaMedia If you want/need to control the If you want/need to control the

message, pay for an admessage, pay for an ad Invest in relationships Invest in relationships Learn about needs/motivationsLearn about needs/motivations Pitch soft stories – complete packagePitch soft stories – complete package Identify your key message and work Identify your key message and work

it into every answerit into every answer Remember - no controlRemember - no control

Hospice Media IdeasHospice Media Ideas Stories you can pitchStories you can pitch

Ride-alongsRide-alongs Volunteers (children, celebrities, pets)Volunteers (children, celebrities, pets) Hospice heroesHospice heroes Local spin on national story – hospice month, Local spin on national story – hospice month,

LIVE campaignLIVE campaign Press releases Press releases

New programs, services, people, space, New programs, services, people, space, recognitionrecognition

Photo opsPhoto ops Teen volunteers sort 1,000 donated teddy Teen volunteers sort 1,000 donated teddy

bearsbears

Public Relations/OutreachPublic Relations/Outreach

Friend raisingFriend raising Create visibilityCreate visibility Develop distribution channelsDevelop distribution channels Thanks…Thanks… PR doesn’t have a short-term ROIPR doesn’t have a short-term ROI

It’s all about relationshipsIt’s all about relationships

Does Everybody Knows Does Everybody Knows Your Name?Your Name?

““Good afternoon hospice, how may I Good afternoon hospice, how may I direct your call?”direct your call?”

““My name is Terri and I’m with the My name is Terri and I’m with the Blue Team…”Blue Team…”

Email signature line, fax cover sheetEmail signature line, fax cover sheet T-shirts, bags and pens, oh my!T-shirts, bags and pens, oh my!

Put Your Best Foot ForwardPut Your Best Foot Forward

No 2No 2ndnd generation photocopies!!! generation photocopies!!! Nothing leaves the building without 3 Nothing leaves the building without 3

sets of eyessets of eyes Test, test, testTest, test, test Badges in Publix (Safeway, Giant, Badges in Publix (Safeway, Giant,

Food Lion, etc)Food Lion, etc)

Hospice PR IdeasHospice PR Ideas JoinJoin

CivicCivic CommunityCommunity

HostHost MeetingsMeetings TrainingsTrainings Web siteWeb site

SupportSupport Volunteers and staffVolunteers and staff DollarsDollars

Hospice PR IdeasHospice PR Ideas Tax Day Tax Day (Hospice of the Western Reserve)(Hospice of the Western Reserve) Realtors Realtors (Nathan Adelson Hospice)(Nathan Adelson Hospice)

Caregiver trainingCaregiver training Nursing home support groupsNursing home support groups VA outreachVA outreach K-12 school curriculumK-12 school curriculum Library/resource centerLibrary/resource center Workplace outreach Workplace outreach LIVE campaign www.caringinfo.org LIVE campaign www.caringinfo.org

SalesSales

Focus on rapportFocus on rapport Ask open-ended questions Ask open-ended questions

How did the last few referrals go? What can we do How did the last few referrals go? What can we do better?better?

Differentiate from competitionDifferentiate from competition Here’s what makes XYZ hospice different …Here’s what makes XYZ hospice different …

Bring something new each visit Bring something new each visit Information, follow-up, a smileInformation, follow-up, a smile

Solution positioningSolution positioning Here’s how we can help you reduce after-hours calls Here’s how we can help you reduce after-hours calls

from family caregivers…from family caregivers… Close the dealClose the deal

So the next time, you’ll call us?So the next time, you’ll call us?

Maximize Each ContactMaximize Each Contact

Talk about what’s newTalk about what’s new If they ask for elephants, bring them If they ask for elephants, bring them

peanuts toopeanuts too Promise something for next time, so Promise something for next time, so

you have a reason to come back!you have a reason to come back!

Hospice Sales IdeasHospice Sales Ideas

Prescription pad for hospice Prescription pad for hospice Brochure racksBrochure racks Monthly calendar of targetsMonthly calendar of targets Welcome wagon – thrift storeWelcome wagon – thrift store

Community EngagementCommunity Engagement

Involve community in improving EOL Involve community in improving EOL care – find out what changes people care – find out what changes people wantwant

Promote individual and community Promote individual and community actionaction

Join the Join the It’s About How You LIVE It’s About How You LIVE national campaign to improve EOL national campaign to improve EOL care – it’s free! www.caringinfo.org care – it’s free! www.caringinfo.org

Hospice Engagement IdeasHospice Engagement Ideas

CoalitionsCoalitions Community caregiver networksCommunity caregiver networks Book clubsBook clubs Advance directive facilitatorsAdvance directive facilitators Town hall meetingsTown hall meetings LIVE campaign toolkit LIVE campaign toolkit

www.caringinfo.org www.caringinfo.org

4. Access

Is your hospice ETDBW?Is your hospice ETDBW? What do the non-admits tell you?What do the non-admits tell you? What do the short LOS statistics tell What do the short LOS statistics tell

you?you? Who isn’t being served? Why?Who isn’t being served? Why? Who isn’t referring? Why?Who isn’t referring? Why?

Open Every DoorOpen Every Door

Expand your business hoursExpand your business hours Provide names to people “to Provide names to people “to

schedule a consultation, call Jane at schedule a consultation, call Jane at 555-1212”555-1212”

Don’t ask “how can we afford” Don’t ask “how can we afford” instead ask “can we afford not to”instead ask “can we afford not to”

Answer every questionAnswer every question

5. Competition

What services do they offer?What services do they offer? What don’t they offer that you do?What don’t they offer that you do? What are their marketing messages?What are their marketing messages? What are referral sources saying What are referral sources saying

about them?about them? What is their patient mix?What is their patient mix?

Star marketer shares secrets; taking toughest Star marketer shares secrets; taking toughest

patient one way to grow referralspatient one way to grow referrals

One of Muselin's best strategies was to One of Muselin's best strategies was to learn as much as she could about the learn as much as she could about the competition by asking the referral source competition by asking the referral source how things are going with the competing how things are going with the competing agency at every opportunity… She also agency at every opportunity… She also made it clear the VNA would be willing to made it clear the VNA would be willing to take patients the competing agency take patients the competing agency rejected.rejected.

… home health online, Sept 9. 2005

Getting to Know YouGetting to Know You

Get on a mailing listGet on a mailing list Attend eventsAttend events Join community groupsJoin community groups Work togetherWork together

Competition – isn’t always a bad Competition – isn’t always a bad thing…thing…

6. Service Excellence

My pleasure, empowerment and My pleasure, empowerment and other gold standards other gold standards http://www.ritzcarlton.com/corporate/about_us/gold_standards.asphttp://www.ritzcarlton.com/corporate/about_us/gold_standards.asp

No bad days – backstage/front stageNo bad days – backstage/front stage We are all each others customersWe are all each others customers Follow thru on all promisesFollow thru on all promises Which is easier to market - Ritz Which is easier to market - Ritz

Carlton or Howard Johnson?Carlton or Howard Johnson?

Just Do ItJust Do It

1.1. Create a planCreate a plan

2.2. Communicate itCommunicate it

3.3. Implement itImplement it

4.4. Evaluate itEvaluate it

5.5. Revise itRevise it

1.1. Create the PlanCreate the Plan

Who is the target audience? Who is the target audience? What is your goal/objective? - What is your goal/objective? - What What

does success look like? does success look like? What strategies (tactics) you are What strategies (tactics) you are

using?using? Which promotional pieces (tools) are Which promotional pieces (tools) are

being used?being used?

Consumer Marketing Consumer Marketing VehiclesVehicles

Newspaper adsNewspaper ads Radio adsRadio ads Yellow page adsYellow page ads Bookmarks in Bookmarks in

libraries or libraries or bookstoresbookstores

BillboardsBillboards Community Community

presentationspresentations Brochures (rack)Brochures (rack)

PostersPosters Newsletter articlesNewsletter articles Public service Public service

announcementsannouncements SignageSignage Web pageWeb page Web marketingWeb marketing ExhibitsExhibits What else?What else?

Communication ChannelsCommunication Channels

ExamplesExamples ProsPros ConsConsIndividual or Group Delivery

Speakers bureau presentations, continuing education presentations, community forums, town hall meetings, ambassadors, outreach visits

Tailored messages

Opportunities for dialogue

Small audience Time/staff intensive Hit or miss

attendance

Organizational or Community

Health fairs, hot lines, conferences, resource library, staff or volunteer recruitment

Large audience

Opportunity to expand messages and dialogue with attendees

Hit or miss attendance

Mass Media Television, print media, radio, brochures, newsletters, posters, bookmarks, billboards, placards, videos, web page, point-of-sale displays, buttons

Potentially huge audience

Cost Inability to target

message No opportunities to

clarify messages or dialogue

Hard to evaluate effectiveness

(Adapted from: Brookes and Weiner, 1995: Kotller and Andreasen, 1996; Andreasen, 1995; NIH, 1992)(Adapted from: Brookes and Weiner, 1995: Kotller and Andreasen, 1996; Andreasen, 1995; NIH, 1992)

2. Communicate the Plan2. Communicate the Plan

Share the plan with staff and Share the plan with staff and volunteersvolunteers

What is the core message?What is the core message? How can staff be involved?How can staff be involved? How to track their efforts? - outcome How to track their efforts? - outcome

measuresmeasures

ExampleExample Target audience – Target audience – faith communitiesfaith communities Objective – Objective – via 10 speeches talk about EOL issues via 10 speeches talk about EOL issues

(see core message)(see core message) Tactics – Tactics – direct mailing to faith leaders, follow-up direct mailing to faith leaders, follow-up

phone callsphone calls Tools – Tools – speakers bureauspeakers bureau Core message – Core message – volunteer for hospice, refer volunteer for hospice, refer

family and friends, plan before crisisfamily and friends, plan before crisis How can they be involved? How can they be involved? Promote in their faith Promote in their faith

community, sign up to do a talkcommunity, sign up to do a talk Outcome measure - Outcome measure - # of speaking requests, # of # of speaking requests, # of

presentations given presentations given

3. Implementation3. Implementation

Focus on 5 key audiences and get to Focus on 5 key audiences and get to know each!know each!

Map out a 12 month plan Map out a 12 month plan Partner with other organizations to Partner with other organizations to

expand market base and reduce expand market base and reduce costs costs

4. Evaluation4. Evaluation Track success!! Track success!! It all adds up!It all adds up! Set realistic goals Set realistic goals and stretchand stretch Use numbers and storiesUse numbers and stories Measure outcomes directly related to Measure outcomes directly related to

marketing efforts marketing efforts Differentiate program objectives and Differentiate program objectives and

marketing objectivesmarketing objectives ““No measures, no moneyNo measures, no money””

Closing Thoughts…Closing Thoughts…

LanguageLanguage ImageImage Make marketersMake marketers Revise every job description - include Revise every job description - include

marketingmarketing

Tools You Can UseTools You Can Use

A Guide for Clinicians - MarketplaceA Guide for Clinicians - Marketplace It’s About How You LIVEIt’s About How You LIVE campaign -- campaign --

www.caringinfo.org www.caringinfo.org LIVE – At Work Outreach GuideLIVE – At Work Outreach Guide Latino Outreach GuideLatino Outreach Guide Advance Care Planning Outreach Advance Care Planning Outreach

MaterialsMaterials http://www.knowthis.com/http://www.knowthis.com/

Casarett, D. J. et. al. Ann Intern Med 2007;146:443-449

Factors That Are Associated with a Limited Prognosis and That Should Trigger Consideration of Hospice in Selected Diagnoses*

Casarett, D. J. et. al. Ann Intern Med 2007;146:443-449

Useful Language for Hospice Discussions

Nhpco.org/accessNhpco.org/access Inclusion and Access ToolboxInclusion and Access Toolbox Increasing Access to Underserved CommunitiesIncreasing Access to Underserved Communities

Children   Children   Corrections Corrections Disability  Disability  Disease Disease Ethnic Ethnic Faith Faith Geographic Geographic Veterans   Veterans   Workplace Workplace

Increasing Access through Provider Partnership and OutreachIncreasing Access through Provider Partnership and Outreach Assisted Living Assisted Living Home Health Home Health Hospices Hospices Hospitals Hospitals Long-Term Care Long-Term Care Physicians Physicians Senior Living (CCRC) Senior Living (CCRC)

Outreach and Marketing Tools and TipsOutreach and Marketing Tools and Tips 2006-2007 Outreach Guide and Materials: NHPCO’s Community Outreach Tools 2006-2007 Outreach Guide and Materials: NHPCO’s Community Outreach Tools

and Resources and Resources Caring Connections LIVE Campaign  Caring Connections LIVE Campaign  Caring Connections Outreach ResourcesCaring Connections Outreach Resources