Marketing for the Future Now:

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1 Merrily Orsini, MSSW Managing Director corecubed facebook.com/merrily.orsini facebook.com/corecubed Marketing for the Future Now: Going Mobile, Web-enabled, Social LinkedIn.com/in/MerrilyOrsini July 25, 2011 Merrily Orsini MSSW Expert Business Marketing Strategist Founder, Owner and Managing Director of corecubed. Pioneer in the home care industry with a care managed non-medical private duty business which she started in Received Ernst and Young Entrepreneur-of-the-Year award for her success in that business. Serves as Chief Strategic Officer for the National Association for Home Care and Hospice (NAHC) for Private Duty. Immediate past chair of the Private Duty Homecare Association of America. Serves on the Editorial Board of the Home Healthcare Management and Practice Journal, and is a regular author contributing to CARING Magazine. Known as the expert in Internet marketing services, backed with a powerful design team for web and print. 1

Pioneer in the home care industry with a care managed non-medical private duty business which she started in 1981.

2 Objectives Describe the usage statistics, characteristics, various platforms and overall process of online inbound marketing as an integrated component of a successful marketing strategy Demonstrate the importance of effective online inbound marketing strategies to agency growth Identify the best methods for implementing online marketing communication efforts into the current agency marketing and sales culture Overview Taking a statistical look at how people searching for home care do that in 2011 Mobile devices and their integration into everyday lives at play and work Building an online presence that fits the new model for how people p find goods and services Marketing strategy, agency cultures, combining forces for success 2

into the current agency marketing and sales culture Overview Taking a statistical look at how people searching for home care do that in 2011 Mobile devices and their integration into

3 What is online inbound marketing? Definition/characteristics Using the Internet and related media to learn about products or services Offering useful information, tools and resources to attract Interact and develop relationships Various platforms SEO Blogs PPC Social media Website Design/Development Content creation Search Engine Marketing/SEO Ongoing process/interaction Why mobile apps for home care? 3

Offering useful information, tools and resources to attract Interact and develop relationships

4 Various Platforms/Tools/Devices The Tablet High speed Internet access from almost anywhere The Mobile Phone The mobile phone is fast becoming the hub for much of home care sales and marketing. Social networking Websites Directories Industry blogs Communities Important Lead Sources 4

becoming the hub for much of home care sales and marketing.

5 Ongoing Process/Interaction Searching for care Vetting agencies Finding jobs Finding information about care needs Mobile Apps EHR usage Physician ease Location specific assistance 5

6 Marketing Strategy Marketing Strategy Growing a business (people who are seeking services or information about services) Having the right information available in a variety of online ways Interacting and responding appropriately Integrating all outreach, communication efforts with online inbound efforts 6

available in a variety of online ways Interacting and responding

7 Targets Families and care team members of clients and patients Facilities working in tandem with home care Referral sources Employees Potential employees Clients Patients Marketing Strategy The power Interactive, collaborative 24/7 Control over information and having a presence where most people are searching for businesses online Utilize the unique online ability to: Pursue (through inbound tactics) Persuade (through design and navigation) Keep in touch (through information and education) 7

information and having a presence where most people are searching for businesses online Utilize the unique online ability

8 Integration into an agency s overall ongoing marketing and communication strategy Inbound and online marketing communications are collaborative between consumers and companies, facilitating regular two-way communication, and creating new avenues for sales and marketing. 8

are collaborative between consumers and companies, facilitating

9 How to implement a marketing strategy? Integrating Inbound Marketing with Traditional Marketing Understand the targets, how they are getting information Understand the various tools that are used for inbound marketing and for traditional marketing Aim for giving i people who are searching what they want and driving them to use your services or to learn about them 9

are getting information Understand the various tools that are used for inbound marketing

10 Your marketing strategy is your message, your target markets, how you plan on reaching them and how you visually present yourself and your business. Basic Marketing Strategy Find a way to stand out: differentiate to be remembered Understand the target audience Understand the messages that resonate with the target Marry the visual with the message Communicate often in channels that reach the target Establish and extend your agency brand Focus on results, based on measurement 10

Basic Marketing Strategy Find a way to stand out: differentiate to be remembered Understand the target audience

11 The Ten Points for Marketing Strategy Research Plan Implement Research 1. Know your competition 2. Know yourself Client base Referral source Price points 3. Know the local / regional / national demographics 11

Know yourself Client base Referral source Price

12 Plan 4. Schedule something weekly (daily for social media) 5. Vary activities across media, events, personal contacts 6. Base plan on a set % of revenue and do as much as you can within that budget 7. Use your staff when applicable to stretch your efforts Implement 8. Make your weekly task a priority 9. Follow all leads, record them and follow up 10. Revisit the plan quarterly, keep the research current, revise the plan as necessary based on what is most effective 12

Base plan on a set % of revenue and do as much as you can within that budget 7.

13 Marketing Possibilities: Website Blog, Twitter, Facebook, LinkedIn, Google+ Networking Presentations One on one Press releases Media distributions Newsletters/eNewsletters correspondence Mobile phones Brochure(s) Sell sheets Car wraps Radio/TV Billboards/signage How to incorporate into the current agency efforts 13

14 Think Inbound as well as Outbound Any marketing activities currently being performed Are you measuring for ROI? How can you use in tandem with inbound marketing? Website creation Updated regularly Not just a brochure Interactive with the viewer/user Reservations on Social Media Privacy issues Lack of control 14

How can you use in tandem with inbound marketing?

15 Suggested types of marketing communications for home care and home health care agencies? Interactive provider profiles Care blogs Social media releases and interaction with clients (Q&A, providing information, etc.) Video galleries Webinars How can home care and home health care agencies implement interactive inbound marketing? Developing a marketing strategy for new communication avenues Incorporating into current marketing strategy 15

16 Next Steps What will you do upon returning to your agency to implement knowledge from today? Who will you assign to implement? How will you measure for results? For More Information On Merrily Orsini: x5 facebook.com/merrily.orsini LinkedIn.com/in/MerrilyOrsini On Our Products/Services: Internet Marketing, Web Development/Design, Strategy, PR corecubed.com Dynamic Marketing Solutions for Home Care, Hospice, Private Duty MOST4YourMarketing.com Products for the In-Home Care Provider: From Start-up to Growth MarketHomeCare.com Blog Marketing, Strategy, Resources, Aging Services Related MerrilyOrsini.com 16

com/in/MerrilyOrsini On Our Products/Services: Internet Marketing, Web Development/Design, Strategy, PR corecubed.

Today s Workshop Objectives

Today s Workshop Objectives Merrily Orsini, MSSW Managing Director corecubed facebook.com/merrily.orsini facebook.com/corecubed @MerrilyO An Interactive Marketing Primer: Social Media to Websites Private Duty Homecare Association