Census Building: The Marketing Collective Utilizing All Your People To Make a Difference Patty Cisco, MBA Principal & Creative Catalyst CISCO & CO, LLC

What has changed?

Focus Marketing Past, Present & Future Marketing quality outcomes to your advantage (CENSUS) Cooperative marketing plan

3 Ways to Grow Your Census 1.Get new customers 2.Sell existing customers more (loyalty) 3.Add new service/product lines If you don’t make things happen, then things will happen to you. ~ Robert Collier

Traditional Marketing Marketing Present & Future Pushing your message All about “you” Broad-not targeted Cookie Droppers Advertising Pull your audience All about “them” Targeted & Focused Message – 70% Education – 20% Engagement – 10% Promotional “Professional” Sales Preferred Partners (quality) Brand awareness (on & off line)

What will no longer work? One size fits all marketing Waiting for the phone to ring (Lack of Urgency) Unable to engage in “clinical speak” Not being a “player” Not having and using the right tools Not having an online brand presence

Focused messaging on “meaningful” outcomes to the consumer Focus on wellness and healthy lifestyles Disease Management (Diabetes, CHF, COPD, Wound Care) Focus on resource knowledge and coordination STOP TALKING ABOUT YOU! Be A Resource SITUATION

Marketing is… Focused messaging on “meaningful” outcomes to the consumer Focus on wellness and healthy lifestyles Disease Management (Diabetes, CHF, COPD, Wound Care) Focus on resource knowledge and coordination STOP TALKING ABOUT YOU! Be A Resource

1)Forums-focus groups 2)Speaking 3)Being published 4)Networking; formal association activities 5)Internet marketing ( , social media, websites) 6)Seminar host 7)PR 8)Direct Mail 9)Advertising 10)Sponsorship of events 11)Brochures/collateral 12)Cold calling

FB

Reviews

Sales is…  Engaging the lead, prospect, referral source…  Opening the door to a long term relationship!

Knowledge Average LOS Re-hospitalization rate by diagnosis Customer satisfaction score Staff competency Certifications Clinical systems Data, data, data Physician protocols Physician support

Convince Tools Case Studies Progress Reports Discharge Reports Industry-related articles

Leverage Therapy Data How do you communicate quantifiable rehabilitation success to your patients, families, insurance companies and physicians? How do your rehabilitation outcomes compare to national benchmarks? Can you provide your length of stay (LOS) by diagnosis for both Medicare Part A and Part B? Do you receive Patient Outcomes reports after discharge? -HTS Therapy Blog

Leverage Quality Initiatives Percent of high-risk long-stay residents who have pressure sores Percent of long-stay residents who are physically restrained Percent of long-stay residents who have moderate to severe pain Percent of short-stay residents who have moderate to severe pain Exceeding the threshold of 85 percent or higher of “good” or “excellent” ratings on the family satisfaction Question “would you recommend this facility to others?” Participation in the employee satisfaction survey – what are your outcomes? Are you above the state average on either RN/LPN stability or certified nursing assistant stability? -Georgia Health Care Association CQI initiatives

RESULTS ORIENTED MARKETING PLAN = “COOPERATIVE” MARKETING TEAM

 Coach K’s ‘Aha’ Moment Mike Krzyzewski, Coach for Duke men’s basketball team

The ‘Aha’ Moment “Almost everything in leadership comes back to relationships” –Coach Krzyzewski

Staffjacking! UNPRODUCTIVE Complain Argue Pout Scheme Refuse to change Mention state survey sanctions Allow care to decline Threaten to unionize Talk about a walk out or quitting Agree to making changes to appease management, then return to the ineffective actions PRODUCTIVE Be Part of the Solution! Everybody is responsible for your census growth What data is collected that can be turned into a marketing convince tool? What can be posted on your social channels that is a great statistic? What is your call light response? What is your niche? Actively participate in the plan development & execution Teach & support

SITUATION-What would you do differently?

Marketing is different today Data drives decision (on & off line) Share your knowledge to leverage census & be part of the census development team Key Takeaways

Phone: ciscoco.com