Skilled Nursing: Best Practices for Optimizing Your Online Marketing

Caring.com Digital Marketing AcademySeptember 14, 2017

Welcome

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Caring.com: The #1 Senior Care Resource

Part of Bankrate’s powerful network of websites

#1 for Senior Care Reviews

3 million monthly visitors

70,000 listings

150,000+ consumer reviews

3,000+ original articles

Dozens of online support groups

Today’s Presenters

Judah Gutwein, L.N.H.A.Sky Care Media

Chief Executive Officer

Denise GraabCaring.com

Director of Industry Marketing

Amy Osmond Cook, Ph.D.Association of Skilled Nursing

Providers & Osmond MarketingExecutive Director & CEO

4

Agenda

•  Why Online Marketing Matters for Skilled Nursing Organizations

•  3 Core Strategies: • Audit Search• Optimize Presence• Monitor and Manage Reputation

•  Case Studies & Success Stories

•  Q&A

•  Key Takeaways & Announcements

Why Online Marketing Matters for Skilled Nursing Organizations

Panel Discussion – Why Focus Online

•  Changing industry landscape – more options for patients

•  Challenge of getting on the discharge lists

•  Surveys / overcoming 1 “bad day”

•  Multi-generational, self-directed search; favor websites quickly found and most easily used

•  Building the pipeline

Core Strategy: Audit Search

Understanding Search Behaviors

• Search engines tailor results to the searcher and device

– 50% of mobile searches have local intent

• Google Trends: “nursing homes in” and “nursing homes near me” among Top 5 keyword queries

– Rising query: “best nursing homes near me”

• Senior care searchers research providers online before inquiring/returning calls

What’s in Local/General Searches for Your Area?

Top half of results may

be dominated by ads and

Google Local

results >><< Bottom half may include

directories, review

sites, and assisted

living results

What Do Searchers Find About Your Business?

Is your business website in results? Top

of page 1?

What is on directory pages about your

business?

What reviews will searchers see?

Core Strategy: Optimizing Your Presence

Success Factor: Your Business Website

•  Optimize your business website for search engine ranking (page 1 results)

– Align with top ranking factors (Moz.com)

– Schema markup

– Reputable link associations

– Fresh content

Website above in Page 1 results for “best nursing home” in San Mateo, CA search

Success Factor: Correct Representation on Web

• Consistent, accurate information across directory listings, review sites, and other business citations

– Name, Address, Phone– Claim Listings, including Google Local and senior care sites

– Reviews too

Success Factor: Content & Conversion Focus

•  Compelling, professional images and content addressing online searcher’s questions, needs, preferences

Core Strategy: Monitor and Manage Online Reputation

-  Has changed the way people search-  Prospects click to listings with

reviews, skip those without-  Proven to increase inquiries

and conversions-  Revealing insights about consumer

preferences, values, decision points -  Helping best providers stand out

8 in 10 Consumers will trust an online review over a personal recommendation

Reviews Influence Consumer Behavior

Not All Review Sites of Equal Value

Source: Caregiver Journey Survey, July-August 2016

48% of Prospects Trust Senior Care Review Sites More Than Other Sources

–  19% trust reviews on your websites

–  19% most trust government or healthcare sources

–  12% trust reviews on Yelp, Google

–  Only 2% trust reviews on Facebook

Review Integrity Matters

Your prospects want REAL consumer reviews.

Use Review Response to Influence Prospects

32% “Lets me know the business cares and is listening.”

“I don’t think I’ve ever seen a business respond to a review.” 30%

“It depends on what the business says.” 22%

Source: Caregiver Journey Survey, July-August 2016

Remember the Crowd When Responding

Response may not change reviewer’s mind

Response can still influence most of the opinions of listing visitors

Reviewer

Readers of Reviews

Best Practices: Positive Feedback Response

Thank the reviewerBe authentic and conversationalProvide business info that supports the compliments sharedExclude confidential information and private details

Best Practices: Negative Feedback Response

If fact errors or guideline issues: • Request Removal

If opinion review:• Be empathetic• Don’t reveal private info• Consider: acknowledge mistake(s); mention corrective action• Get positive reviews to balance feedback

Every Listing Has Review Submission Form

Ask About Review Generation Services

•  “Review Us” materials – both online and offline

•  Postcard submission forms

•  Phone collection services

•  Digital agencies, software

Online Reputation Management Summary

1.) Build a collection of great reviews

2.) Respond to reviews

3.) Continually monitor for new reviews

Case Studies

Reviews Influence Case Study: Senior Living

Number Of Reviews Directly Linked To Listing Performance

Partner’s senior living listings with 15 or more reviews outperformed listings with 1-2 reviews with:

# of reviews Leads/Listing Tours/Listing Move-Ins/Listing

1-2 70 7.7 .9

3-5 136 15 2

6-9 197 22 3

10-15 327 37 5

15+ 399 51 7

7X more tours scheduled

5X more leads per listing

8 times the move-in volume

Sky Care Media: Client Case Study

Sky Care Media: Client Case Study (cont.)

Osmond Marketing: Client Case Study

January 27 February 32 March 32 April 33 May 33 June 36 July 37 August 48

Census 2017

Links Clicked 2,413

All Clicks 4,594

Reach 36,815

Impressions 83,572

Interactions 138

Comments 19

Shares 24

Stats Since April 2017

Spent $1000 in ads that yieldedapp. $50,000 in revenue.

• Clever text + facility images: “Your dad called. He’s ready to move in.” + putting green

• Call to Action (CTA): “We are now taking a limited number of Medicaid long-term care residents! Space is limited. Come in and pick out your private room today!”

Osmond Marketing: Client Case Study (cont.)

Overall Engagement

6% Males

94% Females

Average Age: 45+

Demographics

Q&A

Key Takeaways

Optimize your online presence

ASAP – get found in search

Monitor and manage

your online reputation

via consumer reviews

Recognize and seize the

opportunity of online

marketing for skilled nursing

Caring Stars – Consumers’ Choice Award

Caring.com/BestSeniorLiving

•  Uses consumer reviews to recognize service excellence

-  1st of its kind in senior care industry

•  Generates positive content, media coverage, and social buzz – boosts staff morale

•  Helps prospects find best service providers -  2012-2016: assisted living & memory care

-  2017: Added independent living, care homes, and in-home care agencies

Partners.Caring.com/Reviews-Info

Caring Stars 2018: Includes Skilled Nursing Qualification Deadline = Sept. 30, 2017

How to Contact Our Guest Speakers

Judah Gutwein, L.N.H.A.judah@skycaremedia.com

Phone: (347) 255-0071www.skycaremedia.com

Amy Osmond Cook, Ph.D.amy@skillednursingproviders.org

(949) 813-0182www.osmondmarketing.com

Thank You!

Caring.com Welcomes Your Feedback and Suggestions

denise@caring.com

More Resources on Caring.com’s Industry Blog:

http://partners.caring.com

@CaringInsights(650) 762-8190 company/caring-com