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
[email protected]@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
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