Coach's Blog » A New Twist To An Old Strategy

A New Twist To An Old Strategy

Wow! I’ve been blown away at the positive response from the launch of my new blog. Thank you for all the kind words and feedback. I am really excited for those of you who have been sending me your marketing and sales goals as well as calling in to talk to one of our sales coaches about your 2010 marketing plan - You will definitely have a competitive advantage over your competition in 2010!

I want to talk about a marketing strategy that home care has used for years but now has an innovative new twist and could help you boost your referrals overnight.

Direct mail postcard campaigns in recent years have been a very popular and proven marketing tactic for home care. It offered a relatively inexpensive way of reaching a large target audience with a broad based message. Interest in direct mail has dwindled due to over utilization and market saturation as well as a surge in internet marketing and not to mention the recent surge of value packs where consumers get a bundle of postcards in a single envelope.

Many give Direct Mail a bad wrap because they have not experienced a positive return on their investment. A lot of their poor response can be attributed to their mail being put into the “B” Pile - the TRASH CAN! Your direct mail must end up in your target audience’s “A” pile - mail that GETS READ – to get the response and return that will make your campaign a success.

Let’s discuss a new and proven marketing tactic that is available to you to grow your referrals literally overnight - Variable Data Direct Mail Marketing. Until recently, pharmaceutical companies made most of their marketing contacts in person to physicians and other clinicians in efforts to boost sales. We all remember the “exotic golf outings” and “speaking engagements on tropical islands” in which physicians were introduced to the benefits of certain medications for their patients.

Then along came the self mandated “Code of Interactions with Healthcare Professionals”….the pharmaceutical self regulations. The drug companies could no longer market to physicians using these lavish techniques. So, pharma companies turned their efforts toward direct to consumer marketing and have become very successful at it.

Because of this recent surge in pharmaceutical direct consumer marketing, there are over 52 million people registered with self-reported health-related conditions. Lists can be compiled that target individuals who have certain disease conditions such as Diabetes, Congestive Heart Failure (CHF), Chronic Obstructive Pulmonary Disease (COPD), Balance and Gait abnormalities, Alzheimer’s and Parkinson’s or need bathing or mobility assistance. Add to that a narrowing by other data filters, such as income, age and ethnicity, and you have a marketing campaign with a great return in investment potential!

This is an actual campaign from a recent client’s Variable Data Direct Mail Campaign:

There were 1,346 homeowners age 65 with a net worth of greater than $75,000 within a 30-mile radius of Chicago, IL with at least one of the following attributes:

• Wheelchair
• Bed/Bathing Assistance
• Alzheimer’s disease
• Multiple Sclerosis
• Mobility Problems and Assistance
• Parkinson’s disease
• Diabetes
• Chronic Obstructive Pulmonary Disorder
• Congestive Heart Failure

The end result from the data above would have you targeting 1,346 potential customers.

Using this model you have the ability to customize your company’s message to populations broken down from any of these variables. You could differentiate between Home Health, Therapy, and Non-Medical Private Duty Services.

Cost-effective and targeted, this strategy will yield a dream marketing campaign in any market! It is a marketing campaign that will keep your sales pipeline full of prospects all year long.

Like all marketing campaigns, I urge you to start small, track your results, and increase your mailing size as your ROI for each campaign goes up. If you would like help on getting started with a variable data campaign, call into the TAG salesroom at 1-866-232-6477 and my sales associates will be happy to answer any of your questions.

If you would like more information on this topic and other proven and innovative strategies, join my online member’s only coaching site at www.MyHomeCareSalesCoach.com. To sign up for a free 30-minute Coaching Call with a TAG Home Care Sales Coach Click Here. Call or click to receive your FREE product sample package, Click Here.

Please visit my blog next week when I reveal how to put an “iron cage” around your clients and referrals and keep them coming back to your agency over and over again!

Send me your requests for blog topics.

Working to grow your referrals,

Adam
a.k.a. - Home Care Referral-Man

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