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Keeping Your Pulse on the Market Growth and Expansion Strategy Planning
Keeping Your Pulse on the Market
Presenters
Greg Beach, Director of Sales
Mercy LIFE & Mercy Home Health
Taryn Duckett, Director of Market Strategy & Planning
Mercy LIFE & Mercy Home Health
Warm-up Exercise
Sweet Start
Session Description
Expanding PACE into new geographic territories requires in-depth understanding
of the marketplace and diverse healthcare needs of a new population. Building
effective marketing and sales strategies that promote PACE while educating both
consumers and professionals about the PACE model of care can be challenging.
This interactive session will discuss how market research, business development,
and expanding beyond business as usual, are critical to identifying new and non-
traditional areas of growth. The session is designed to encourage sharing of best
practices and inspire the development of “out of the box” strategic thinking
focused on raising awareness, establishing new referral relationships, developing
meaningful marketing collateral, and ultimately growing census.
Session Objectives
Define the need for traditional and non-traditionalmarket research to create targeted campaigns.
Discuss methods to analyze and measure the ROI ofmarketing and sales tactics.
Learn how to design a powerhouse sales team
Explore how to build a strategic marketing/sales planfor PACE.
Mercy LIFE Overview Service Area:
North and South Philadelphia Delaware County Largest program in Pennsylvania Four (4) centers Largest program in the state Largest in Trinity Health 16th largest in the nation
Operations: 230 Colleagues 666 Participants
Includes Assisi House Religious Community
Growth: 494% since 2004 Growth is achieved through:
Strategic Planning Marketing Sales Innovation
Focused on future growth in other regions Alternate Sites & Specialized Populations- In January 2014 Mercy LIFE was the first PACE program in
the nation to operate in a residential setting accommodating and serving Deaf and blind seniors.
MARKET STRATEGY & PLANNING
“Marketing Without Data is Like Driving
with Your Eyes Closed”
Dan Zarrella, The Social Media Scientist
Marketing Department
Director of Market Strategy
Strategy Consultant
Anne Klein Communications Public Relations/Awards
Promotional TeamBranded Promo Items
Coffee CommunicationsCommunity Newsletter
Traditional and Non-Traditional
Market Research
Traditional Research
Internal Data
Demographic Studies
NPA Penetration Rates
Non-Traditional Research
Surveys (print & personal)
Community/Healthcare Database
Disenrollment Reports
Data-Based Decision Making
Questions Answered Who is our target consumer market?
What is most important to the end-user? What is most important to the family? Why are individuals turning down the program?
Who is our target professional market (social worker, current physician, discharge planner, Pastor/Priest etc.)? What is most important to the professional? Who are our top referrers? What strategy is in place that makes these referral sources successful? Who are our least successful referral sources? Why? What strategy is in place to approach these sources differently? What information/message/approach are they seeking that we are not saying or providing?
What is our target geographically?
How does the target market(s) best receive messaging (i.e. newspaper, word-of-mouth, radio, television, clinical referral, community events, etc.)? What type of marketing collateral is needed to penetrate challenged referral sources
Sample Marketing CampaignsBroadcast
SME’s
Commercials
Web
Virtual Tours
Physician and NP Profiles
Educational Community Newsletters
Direct Mail
Internal Newsletters
Advertorials
Community Events/Center Open-Houses
Intake and clinical teams available for on-the-spot assessments
Web Opportunities
Web Opportunities
Print Opportunities
Print Opportunities
Zip Code Referral Type Referral Source Assigned To
19032 Marketing Sharon Hill Post Card KJ
19134 Marketing CBS TV Commercial HC19122 Marketing Mercy LIFE Brochure HC19134 Marketing Telemundo Commercial HC
19140 Marketing More@Mercy HC
19140 Marketing Telemundo Commercial HC19140 Marketing More@Mercy HC19134 Marketing Telemundo Commercial HC
Date
Patient Name
Liaison Account #
Zip Code
Referral Type
Referral Source
CI Staff
Assigned To
Initial Contact
Date of HV
Date of Assessment
Comments
Reason Case Closed
Secondary Reason Case Closed
Track…Track…Track
Referrals
Telemundo Commercial $6,800 Investment/ Four 6-week runs @ $1700/per run
8 new enrollments @ $6880K PMPM
$653,000 Net Revenue since campaign launch.
More@Mercy Newsletter (CY2014) $60,000 Investment/ Three Issues @ $20K/issue
Distribution = 56,000 households
7 new enrollments @ $6880K PMPM
$517,000 Net Revenue for three issues.
New Site Direct Mail (November 2014) $3000 Investment/ One-drop
Distribution = 12,000 households
3 enrollments @ $6880K PMPM
$244,000 Net Revenue
Track…Track…Track
Group Activity
“Power is gained by sharing knowledge…not hoarding it.”
Author Unknown
SALES AND ENROLLMENT
“Success consists of going failure to
failure without loss of enthusiasm.”Winston Churchill
Community…Neighborhood…Personal
Start with the “big picture” overview
Understand the Community and Neighborhoods
Laser focus on the personal needs
Exploring Multi-Level Partnerships
City Hall – Mayor’s Office
Skilled Nursing Facilities
Home Health Agencies
Housing Agency – County Level
Churches / Mega-Churches
Food Banks and Pantry’s
Sales Team Structure
Track…Track…Track
Living Document
Track…Track…Track
Monthly Beyond referral tracking! Understanding the monthly activity is
critical: Approvals Denials Trials Pends Disenrollments Deaths
Sales Manager must stay close to the details and “push” the process
What is the goal for the month and how are we tracking for NETenrollments?
Powerhouse Sales Team Approach
Starts with activity… Is the weekly calendar full?
How many intake meetings are scheduled for this week?
Right messaging and effective obstacle handling
Coordination between the CL’s and ES’s
Coordination with clinical teams (IDT)
Follow-Up/Follow-Through…EXECUTION!
Strategy Tactical Plan Execution
Tactics
What are the specific activities your team is spending time on?
How do you measure the effectiveness?
Is the execution there? Implementation.
If something is not working, how do you know if it is the tactic or the actual implementation?
When is it time to assess and refresh?
Refresh…Reinvent…Redo
Tactic #1
Senior Housing Lunches
Are traditional lunch presentations effective?
Are we successful with reaching our target audience?
Is the setting conducive to 1:1 discussions?
Frequency? Cost?
Is there a better way?
Onsite Center Tours
How does your center aesthetically present?
Is your staff aware when a tour is coming?
Task vs. Customer Service orientation?
Was the tour successful?
How do you measure the experience?
Refresh…Reinvent…Redo
Tactic #2
Customer Service Approach
Connection to voluntary disenrollments?
Is there a formal orientation process?
Ongoing feedback from all participants?
How do you stay close to new enrollees?
Is there a formal disenrollment process?
Refresh…Reinvent…Redo
Tactic #3
“The definition of insanity is doing something over and over again and expecting a different result.”
Group Activity
Barriers That Hinder Access Internal
IDT approvals/process Real-time communication Orientation process Lack of tactical focus
Community Physical access Individual access Cognitive ability/access Language barrier
Regulatory CMS marketing regs AAA requirements County Assistance Office Access to bank documents
Questions and Answers
