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How to grow your Self Funder business Secrets from the US market Neil Eastwood, Founder, Sticky People.

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Presentation on theme: "How to grow your Self Funder business Secrets from the US market Neil Eastwood, Founder, Sticky People."— Presentation transcript:

1 How to grow your Self Funder business Secrets from the US market Neil Eastwood, Founder, Sticky People

2 Five sources of Self Funder leads Consumers: Adult Children or self-referrers Healthcare Providers Trusted Advisors Current Clients and Family Current Employees

3 Example: $3M Home Care Agency

4 Key Strategic Decision Consumer Marketing Local Referral Marketing or   Higher volume of leads Lower conversion  Lower volume of leads Higher conversion 

5 “In 25 years of working with home care companies we have never seen anyone who can execute both consumer marketing and referral marketing with excellence at the same time” Stephen Tweed

6 US Homecare Consumer Marketing: Who is their target?

7 Always the Oldest Daughter

8 Understand the Oldest Daughter *Ekaterina Walter, TNW research 2012 Purchase Decisions Women make 80% of healthcare decisions Daughters are much more likely than sons to be a primary caregiver How they choose home care 90% of US moms are online 64% ask other moms for advice prior to purchase Local marketing won’t reach them The more educated the daughter the further away they live 58% of white, professional eldest daughters in US live 10 miles or more away

9 Main ways to reach her Targeted Radio, TV Web- centric Marketing Outdoor ads Public speaking PR Direct Mail Key secrets: 1)Regular but not overwhelming 2) Repetition and consistency 3) Keep it simple – do just 3 things Key secrets: 1)Regular but not overwhelming 2) Repetition and consistency 3) Keep it simple – do just 3 things Web- centric Marketing

10 Your Website PR SEO, PPC, Google Places NetworkingDirect Mail

11 The most effective US websites: Have nothing more than 2 clicks from the home page Describe their services in detail and how consumers will benefit Describe the geographic areas they serve in detail Know content is critical Have a Call to Action on every page Use Testimonials and feedback

12 What about Social Media Marketing? “We have no evidence that social media works for home care marketing” Stephen Tweed

13 Marketing is not sales! Handling callsFace-to-Face Sales

14 Two of my favourite US ideas:

15 And a UK one:

16 Thank you Neil Eastwood Founder, Sticky People ltd. 07766 496589 0845 604 8064 neil@stickypeople.co.uk Stickypeople.co.uk


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