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Marketing Hospice - A Core Competency in Competitive Markets Kathy Brandt, MS National Hospice and Palliative Care Organization NHPCO:

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Presentation on theme: "Marketing Hospice - A Core Competency in Competitive Markets Kathy Brandt, MS National Hospice and Palliative Care Organization NHPCO:"— Presentation transcript:

1 Marketing Hospice - A Core Competency in Competitive Markets Kathy Brandt, MS National Hospice and Palliative Care Organization NHPCO: The Leader in End-of-life Education

2 Seminar Objectives: At the completion of this program, participants will be able to: At the completion of this program, participants will be able to: Identify key components of a successful hospice marketing campaign Identify key components of a successful hospice marketing campaign Discern the advantages of provider and direct-to-consumer strategies Discern the advantages of provider and direct-to-consumer strategies Develop a comprehensive marketing campaign Develop a comprehensive marketing campaign

3 Myths about Marketing Marketing is sleazy Marketing is sleazy Hospices dont need to market Hospices dont need to market We would need a marketing team We would need a marketing team Marketing is expensive Marketing is expensive

4 Marketing is Sleazy No matter what you call it – just do it! No matter what you call it – just do it! Outreach Outreach Engagement Engagement Education Education Public/community relations Public/community relations Sales Sales If you dont get your messages out – who will? If you dont get your messages out – who will?

5 Hospices Dont Need to Market Your competition is marketing their service Your competition is marketing their service Even if you arent talking about your services, your competition is Even if you arent talking about your services, your competition is Talk about what you do – not what your competition does or doesnt do Talk about what you do – not what your competition does or doesnt do

6 You Need a Marketing Team & You Cant Afford Marketing Everyone can and should be marketing Everyone can and should be marketing Staff, volunteers, referral sources and survivors Staff, volunteers, referral sources and survivors Advertising can be expensive… marketing doesnt have to be Advertising can be expensive… marketing doesnt have to be Empower your staff and volunteers and you are half-way there! Empower your staff and volunteers and you are half-way there!

7 Heard it From… NCHPP …how to integrate marketing into all aspects of your organizations 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

8 Staff Role in Marketing CEO CEO Clinical managers Clinical managers Finance department Finance department HR HR Physicians Physicians Interdisciplinary team members Interdisciplinary team members Volunteers Volunteers

9 Hospice Marketing Challenges Differentiation – how we are unique Differentiation – how we are unique Competing with larger programs ($$) Competing with larger programs ($$) Getting attention of physicians Getting attention of physicians Overcoming negative marketing Overcoming negative marketing Staff investment in marketing not my job… Staff investment in marketing not my job… NHCPP has free discipline and topic- specific list serves – learn more at

10 Hospice Marketing Challenges Need scripting Need scripting Non-admits (ineligible) Non-admits (ineligible) Family reluctance Family reluctance Service Service Prioritizing family referrals Prioritizing family referrals Referral source education Referral source education Starting the hospice talk Starting the hospice talk When to refer (earlier!) When to refer (earlier!)

11 Hospice Marketing Challenges Demonstrating ROI with consumer marketing Demonstrating ROI with consumer marketing Reaching faith communities Reaching faith communities Cultural barriers - fear Cultural barriers - fear What is hospice? What is hospice? Whats included/provided? What do I have to give up? Whats included/provided? What do I have to give up? NHCPP Marketing/PR/Development Section – learn more at

12 Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. arketing/about_marketing/1.htm arketing/about_marketing/1.htm arketing/about_marketing/1.htm

13 1. 1. Target markets Products/services Promotion Distribution Access Pricing Competition Services Service excellence ng/about_marketing/2.htm ng/about_marketing/2.htm Marketers Focus on:

14 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 impact the decision to select your services? Who can impact the decision to select your services? What do these influencers know about your hospice? What do these influencers know about your hospice?

15 Spheres of Influence Person living with Family Co- workers Friends Media Merchants Neighbors Faith Comm Health & Human Srv

16 Market Research Test messages, language, images Test messages, language, images Challenge assumptions Challenge assumptions Look for gaps between what is and what is needed Look for gaps between what is and what is needed Research in and of itself is an intervention Research in and of itself is an intervention Shoestring research Shoestring research

17 Your Target Market 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 services Access to my services How accessible are my services? How accessible are my services?

18 Hospice Market Research Service Service Where people die Where people die Non-admits Non-admits Referral sources Referral sources Messages - focus groups Messages - focus groups Survivors Survivors Non-admits Non-admits Health fair/community event Health fair/community event

19 Survey Staff and Volunteers 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 services? How can my Aunt Jane access services? What are we doing right? What are we doing right? What could we improve? What could we improve?

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

21 3. Promotion How do people learn about your services? How do people learn about your services? When you add a new service how do you promote it? When you add a new service how do you promote it? What is your ROI for each promotion? What is your ROI for each promotion? Do you have different strategies and tactics for different audiences? Do you have different strategies and tactics for different audiences?

22 Types of Promotion Advertising Advertising Media planning Media planning Public relations Public relations Sales Sales Community engagement Community engagement

23 Its Advertising if it is… Paid Paid Public Public Non-personal Non-personal Persuasive Persuasive Promoting products Promoting products (to existing and) potential customers

24 Advertising Why Why You control the message, placement and timing You control the message, placement and timing Potential huge exposure Potential huge exposure When When Need to reach large, new audiences Need to reach large, new audiences Have money Have money What What Event Event Specific Specific Message Message Image Image Presence Presence

25 Hospice Advertising Ideas Clip ad Clip ad Inserts Inserts Yellow pages Yellow pages Online Online Bill boards Bill boards Wearable Wearable Signage Signage Bookmarks Bookmarks Movie theater screen Movie theater screen Mass mailings Mass mailings

26 Media If you want/need to control the message, pay for an ad If you want/need to control the message, pay for an ad Invest in relationships Invest in relationships Learn about needs/motivations Learn about needs/motivations Pitch soft stories – complete package Pitch soft stories – complete package Identify your key message and work it into every answer Identify your key message and work it into every answer Remember - no control Remember - no control

27 Hospice Media Ideas Stories you can pitch Stories you can pitch Ride-alongs Ride-alongs Volunteers (children, celebrities, pets) Volunteers (children, celebrities, pets) Hospice heroes Hospice heroes Local spin on national story – hospice month, LIVE campaign Local spin on national story – hospice month, LIVE campaign Press releases Press releases New programs, services, people, space, recognition New programs, services, people, space, recognition Photo ops Photo ops Teen volunteers sort 1,000 donated teddy bears Teen volunteers sort 1,000 donated teddy bears

28 Public Relations/Outreach Friend raising Friend raising Create visibility Create visibility Develop distribution channels Develop distribution channels Thanks… Thanks… PR doesnt have a short-term ROI PR doesnt have a short-term ROI Its all about relationships

29 Does Everybody Knows Your Name? Good afternoon hospice, how may I direct your call? Good afternoon hospice, how may I direct your call? My name is Terri and Im with the Blue Team… My name is Terri and Im with the Blue Team… signature line, fax cover sheet signature line, fax cover sheet T-shirts, bags and pens, oh my! T-shirts, bags and pens, oh my!

30 Put Your Best Foot Forward No 2 nd generation photocopies!!! No 2 nd generation photocopies!!! Nothing leaves the building without 3 sets of eyes Nothing leaves the building without 3 sets of eyes Test, test, test Test, test, test Badges in Publix (Safeway, Giant, Food Lion, etc) Badges in Publix (Safeway, Giant, Food Lion, etc)

31 Hospice PR Ideas Join Join Civic Civic Community Community Host Host Meetings Meetings Trainings Trainings Web site Web site Support Support Volunteers and staff Volunteers and staff Dollars Dollars

32 Hospice PR Ideas Tax Day (Hospice of the Western Reserve) Tax Day (Hospice of the Western Reserve) Realtors (Nathan Adelson Hospice) Realtors (Nathan Adelson Hospice) Caregiver training Caregiver training Nursing home support groups Nursing home support groups VA outreach VA outreach K-12 school curriculum K-12 school curriculum Library/resource center Library/resource center Workplace outreach Workplace outreach LIVE campaign LIVE campaign

33 Sales Focus on rapport Focus on rapport Ask open-ended questions Ask open-ended questions How did the last few referrals go? What can we do better? How did the last few referrals go? What can we do better? Differentiate from competition Differentiate from competition Heres what makes XYZ hospice different … Heres what makes XYZ hospice different … Bring something new each visit Bring something new each visit Information, follow-up, a smile Information, follow-up, a smile Solution positioning Solution positioning Heres how we can help you reduce after-hours calls from family caregivers… Heres how we can help you reduce after-hours calls from family caregivers… Close the deal Close the deal So the next time, youll call us? So the next time, youll call us?

34 Maximize Each Contact Talk about whats new Talk about whats new If they ask for elephants, bring them peanuts too If they ask for elephants, bring them peanuts too Promise something for next time, so you have a reason to come back! Promise something for next time, so you have a reason to come back!

35 Hospice Sales Ideas Prescription pad for hospice Prescription pad for hospice Brochure racks Brochure racks Monthly calendar of targets Monthly calendar of targets Welcome wagon – thrift store Welcome wagon – thrift store

36 Community Engagement Involve community in improving EOL care – find out what changes people want Involve community in improving EOL care – find out what changes people want Promote individual and community action Promote individual and community action Join the Its About How You LIVE national campaign to improve EOL care – its free! Join the Its About How You LIVE national campaign to improve EOL care – its free!

37 Hospice Engagement Ideas Coalitions Coalitions Community caregiver networks Community caregiver networks Book clubs Book clubs Advance directive facilitators Advance directive facilitators Town hall meetings Town hall meetings LIVE campaign toolkit LIVE campaign toolkit

38 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 you? What do the short LOS statistics tell you? Who isnt being served? Why? Who isnt being served? Why? Who isnt referring? Why? Who isnt referring? Why?

39 Open Every Door Expand your business hours Expand your business hours Provide names to people to schedule a consultation, call Jane at Provide names to people to schedule a consultation, call Jane at Dont ask how can we afford instead ask can we afford not to Dont ask how can we afford instead ask can we afford not to Answer every question Answer every question

40 5. Competition What services do they offer? What services do they offer? What dont they offer that you do? What dont they offer that you do? What are their marketing messages? What are their marketing messages? What are referral sources saying about them? What are referral sources saying about them? What is their patient mix? What is their patient mix?

41 Star marketer shares secrets; taking toughest patient one way to grow referrals One of Muselin's best strategies was to learn as much as she could about the competition by asking the referral source how things are going with the competing agency at every opportunity… She also made it clear the VNA would be willing to take patients the competing agency rejected. One of Muselin's best strategies was to learn as much as she could about the competition by asking the referral source how things are going with the competing agency at every opportunity… She also made it clear the VNA would be willing to take patients the competing agency rejected. … home health online, Sept

42 Getting to Know You Get on a mailing list Get on a mailing list Attend events Attend events Join community groups Join community groups Work together Work together Competition – isnt always a bad thing…

43 6. Service Excellence My pleasure, empowerment and other gold standards My pleasure, empowerment and other gold standards No bad days – backstage/front stage No bad days – backstage/front stage We are all each others customers We are all each others customers Follow thru on all promises Follow thru on all promises Which is easier to market - Ritz Carlton or Howard Johnson? Which is easier to market - Ritz Carlton or Howard Johnson?

44 Just Do It 1. Create a plan 2. Communicate it 3. Implement it 4. Evaluate it 5. Revise it

45 1.Create the Plan Who is the target audience? Who is the target audience? What is your goal/objective? - What does success look like? What is your goal/objective? - What does success look like? What strategies (tactics) you are using? What strategies (tactics) you are using? Which promotional pieces (tools) are being used? Which promotional pieces (tools) are being used?

46 Consumer Marketing Vehicles Newspaper ads Newspaper ads Radio ads Radio ads Yellow page ads Yellow page ads Bookmarks in libraries or bookstores Bookmarks in libraries or bookstores Billboards Billboards Community presentations Community presentations Brochures (rack) Brochures (rack) Posters Posters Newsletter articles Newsletter articles Public service announcements Public service announcements Signage Signage Web page Web page Web marketing Web marketing Exhibits Exhibits What else? What else?

47 Communication Channels ExamplesProsCons Individual 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)

48 2. Communicate the Plan Share the plan with staff and volunteers Share the plan with staff and volunteers 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 measures How to track their efforts? - outcome measures

49 Example Target audience – faith communities Target audience – faith communities Objective – via 10 speeches talk about EOL issues (see core message) Objective – via 10 speeches talk about EOL issues (see core message) Tactics – direct mailing to faith leaders, follow-up phone calls Tactics – direct mailing to faith leaders, follow-up phone calls Tools – speakers bureau Tools – speakers bureau Core message – volunteer for hospice, refer family and friends, plan before crisis Core message – volunteer for hospice, refer family and friends, plan before crisis How can they be involved? Promote in their faith community, sign up to do a talk How can they be involved? Promote in their faith community, sign up to do a talk Outcome measure - # of speaking requests, # of presentations given Outcome measure - # of speaking requests, # of presentations given

50 3. Implementation Focus on 5 key audiences and get to know each! Focus on 5 key audiences and get to know each! Map out a 12 month plan Map out a 12 month plan Partner with other organizations to expand market base and reduce costs Partner with other organizations to expand market base and reduce costs

51 4. Evaluation Track success!! It all adds up! Track success!! It all adds up! Set realistic goals and stretch Set realistic goals and stretch Use numbers and stories Use numbers and stories Measure outcomes directly related to marketing efforts Measure outcomes directly related to marketing efforts Differentiate program objectives and marketing objectives Differentiate program objectives and marketing objectives No measures, no moneyNo measures, no money

52 Closing Thoughts… Language Language Image Image Make marketers Make marketers Revise every job description - include marketing Revise every job description - include marketing

53 Tools You Can Use A Guide for Clinicians - Marketplace A Guide for Clinicians - Marketplace Its About How You LIVE campaign -- Its About How You LIVE campaign -- LIVE – At Work Outreach Guide LIVE – At Work Outreach Guide Latino Outreach Guide Latino Outreach Guide Advance Care Planning Outreach Materials Advance Care Planning Outreach Materials

54 Casarett, D. J. et. al. Ann Intern Med 2007;146: Factors That Are Associated with a Limited Prognosis and That Should Trigger Consideration of Hospice in Selected Diagnoses*

55 Casarett, D. J. et. al. Ann Intern Med 2007;146: Useful Language for Hospice Discussions

56 Nhpco.org/access Inclusion and Access Toolbox Inclusion and Access Toolbox Increasing Access to Underserved Communities Increasing Access to Underserved Communities Children Children Children Corrections Corrections Disability Disability Disability Disease Disease Ethnic Ethnic Faith Faith Geographic Geographic Veterans Veterans Veterans Workplace Workplace Increasing Access through Provider Partnership and Outreach Increasing Access through Provider Partnership and Outreach Assisted Living Assisted Living Home Health Home Health Hospices Hospices Hospitals Hospitals Long-Term Care Long-Term Care Long-Term Care Long-Term Care Physicians Physicians Senior Living (CCRC) Senior Living (CCRC) Outreach and Marketing Tools and Tips Outreach and Marketing Tools and Tips Outreach Guide and Materials: NHPCOs Community Outreach Tools and Resources Outreach Guide and Materials: NHPCOs Community Outreach Tools and Resources Outreach Guide and Materials: NHPCOs Community Outreach Tools and Resources Outreach Guide and Materials: NHPCOs Community Outreach Tools and Resources Caring Connections LIVE Campaign Caring Connections LIVE Campaign Caring Connections LIVE Campaign Caring Connections LIVE Campaign Caring Connections Outreach Resources Caring Connections Outreach Resources Caring Connections Outreach Resources Caring Connections Outreach Resources


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