Home Care Marketing, Home Care Website Design, Home Care SEO, Home Care Leads, Home Care Recruiting

Home Care Marketing News by Approved Senior Network

Home Care Marketing End of Year BIG Webinar 2022

Watch the video replay of the Home Care Marketing, End of Year, BIG Webinar 2022. Valerie VanBooven RN BSN and Dawn Fiala share all of the best strategies!
Watch the video replay of the Home Care Marketing, End of Year, BIG Webinar 2022. Valerie VanBooven RN BSN and Dawn Fiala share all of the best strategies!
Watch the video replay of the Home Care Marketing, End of Year, BIG Webinar 2022. Valerie VanBooven RN BSN and Dawn Fiala share all of the best strategies!

Webinar Information and Links:

 

 


  • Approved Senior Network’s Sales Training Program (Jan 2023)!

 

Valerie VanBooven RN BSN:

Aha. There we go. All right. Thanks for joining us everybody. This is our big one, our year end webinar. I’m so excited. I love doing these a couple times a year to kind of give you everybody an idea of what’s going on in the world of marketing and home care marketing. Dawn Fiala is with us. Hi, Dawn. How are you?

Dawn Fiala:

Oh good. How are you?

Valerie VanBooven RN BSN:

Good. You going to turn your camera on for us?

Dawn Fiala:

It’s not allowing me to.

Valerie VanBooven RN BSN:

Oh, okay. Well you don’t have to turn your camera on. That’s okay. That’s all right. You see her beautiful picture there. So she’s good. All right. So I’m going to do a little introduction of me., And actually I’m going to let Dawn go first. Dawn is new to our organization, but certainly not new to home care and I want you all to hear a little bit more about her. So Dawn, why don’t you go ahead and tell us all about you and your background and your amazing experience?

Dawn Fiala:

Sure. So first of all, I’m really excited to be here. I’m so glad all of you can join us today. We have a lot to cover today. As Valerie said, I have a background in home care. It’s been about 15 years. I started at Home [inaudible 00:01:24] Senior Care. It was a brand new franchise. It had been open about four months when I started.

I started in the sales department and moved up into the operations manager the last two, three years, that I was there. And more recently I was at a home care company here in Arizona, an independent home care company. I was just consulting with him for a while about growing the private pay side of his business. He’d been trying to grow up for about six years. I came on board and we were able to get it to about 3.5 million in under four years.

I understand home care. I love it. My last position, I was over sales, marketing, recruiting and retention. And I just can’t say enough about home care. The owners. I’m really enjoying working with the owners now and love a Approved Senior Network network. I was a customer at my last company. Did wonders for our business. So again, thank you for being here today. And that’s all there is about me for now.

Valerie VanBooven RN BSN:

That’s awesome. And I’ll just say that if you’re ever wondering experience or no one understands me or understands what we go through every day, I can tell you right now that Dawn understands absolutely 100% what you go through every single day because she did everything in that last company. She’s very aware of the struggles and she’s very aware of the amazing times that home care brings and amazing memories and impact on people’s lives. But she’s also aware of all of your struggles, whether it comes to getting new clients or keeping new clients or recruiting or retention, all of that is very fresh in her mind.

Dawn Fiala:

Yeah.

Valerie VanBooven RN BSN:

So Dawn is your go-to for all of that. And because of Dawn, we have been able to do a lot more training on the in-person marketing that you all should be doing. And we’re going to talk a little bit about that in just a second.

And I’m Valerie VanBooven. If you’ve never seen my mug, which I’m pretty sure you probably have, if you’ve been around a while, I’m a registered nurse by trade and I am the co-owner of Approved Senior Network. George Novison is also here watching or listening, and he is the other co-owner.

I started this business back in 2008 when my triplets were one year old. Sounds like a really amazing time to start your own business when you have three one year olds in the house. But we did have a lot of help. We have been marketing for home care and senior care businesses for all these years, about 15 years and even before that, before I incorporated. So I thank all of you for being here. I know you’re all very busy and we appreciate the fact that you signed up and you’re able to join us today. We bring a lot of really good information to the table, whether it’s myself or Dawn or any of our team members. They’re all fabulous. And so anyway, with that we’ll get started on the agenda.

So at the end of every year, we do kind of a big year end webinar. And one of the things we want to talk about this year is what you can do to finish this year strong, goal setting for 2023, things that we know you should be doing in the in-person marketing strategies and the online and the recruiting and retention. We’re going to go kind of fast. We have a lot of information to share with you. And yes, absolutely. I will be sharing this video with all of you who signed up and everyone out there so you can share it with someone on your team if you want to or whatever, if you want to share it or rewatch it or listen or whatever. So we will be sharing this entire video with you guys after the fact.

During our time together, Dawn’s going to talk about end of the year marketing opportunities, goal settings for 2023, what is a KPI and how to reach your targets, in-person marketing strategies and tips, and recruiting and retention. And I’m going to talk about online marketing strategies. I want you all to know that we have been holding basically training classes every Friday at noon central time, which would be 1:00 Eastern time, which would be 10:00 AM Pacific time every single Friday since January. And we call it the Home Care Marketing Mastermind.

Every one of you who are a current client of ours, you get in for free. It’s free to you. You should be sending your people to join us at noon on Fridays for those meetings, or at least watch the replay videos if you can’t join us on Fridays. I know some of you’re out marketing, which is what you should be doing. But what you’re going to see today is just a tip of the iceberg of what Dawn or myself have shared over the last year, just the tip of the iceberg. So if you’re not our client, you’re not involved in our services, it’s really cheap to join. I’ll share stuck with you at the end if you want to join us on Fridays or at least have access to all the documents, the downloads, the creative stuff, and listen to all the videos or watch all the videos. You can watch anything you want.

So I just wanted to let you know that this stuff that we’re showing you today is stuff that we have talked about throughout the year, but we know that for all of you, this is really important. So having said that, I’m going to let Dawn take over and talk about finishing strong.

Dawn Fiala:

Thanks Valerie. So usually around the holidays, my teams, my marketing teams, my recruiting teams, all kind of think, well, it’s a holidays, we’re just going to take it easy, take a step back, relax a little bit. And really, this is a great time to finish strong, especially for your marketing efforts. So I’m going to show you a little bit of that, some of those things, the ways that you can finish strong.

First, I wanted to just talk a little bit about where you should be marketing. Most of you maybe already know this. The best places to market are the hospitals. I know they can be hard to get into. We did do a whole Mastermind series on that and the kinds of things you can do to get into the hospitals. Skilled nursing facilities, rehabs, assisted living, independent living. I can say wholeheartedly that most of our business came from the skilled nursing facilities, rehabs. So you should be going to those places frequently, going back every eight to 10 days, making those connections and building those relationships. And we’ll get into that a little bit further in a minute.

To be able to get those people in those places to trust you, you have to understand their business and you have to understand who they are. What are they up against day to day? You know? If you can relate to them and they feel like you understand what they’re going through and you understand their patients, they’re going to be more likely to trust you and to refer to you. So who are they? They’re heart people. Social workers, case managers, they don’t get into this for the money. They get into this because they have a passion for seniors and they’re hard working. They stay in it for the cause just like the home care business owners.

I mean, it is a business. It should be profitable. All of those things are important, but it’s a really hard business. You could open a subway and do sandwiches and still make some money. Home care’s hard. If you stay in home care, it’s because you’re in it for the cause. It’s a hard business to run. But if you’re passionate about it, every home care owner I’ve ever talked to has their story. The why. Why are they here?

The social workers really aren’t that much different. They also tend to be a little bit skeptical, not about home care in general. They’re skeptical about the marketing people that are coming in and that’s because there’s a lot of turnover in the marketing people in each home care company. So if they’re going to spend time with you, they need to know you’re the real thing. You’re going to keep coming back and you’re going to be there for a while. They have spent maybe 10, 15 minutes with other marketing reps and then they quit. And then now they have to spend 10 or 15 minutes with the next marketing rep at the same company.

The consistency is really important, not only to keep you front of mind so they remember who you are, they remember your company, but also to gain their trust so that they know you’re going to keep coming back and you’re not going to waste their time with you. So understanding that they’re heart people is really important. To finish strong or to be able to get in front of them at all, you really need to pull up their heartstrings. Their jobs are hearts. You want to bring some joy in their day to day.

Do something that will get their residents participating maybe or get them participating. We just finished with a pumpkin decorating contest in Mastermind and it got the social workers involved. It got their residents involved. Of course, they’re going to come out and see you when you have something to share with them outside of your business. They want to get to know you. That face-to-face time is imperative if you’re going to build trust with someone enough that they’re going to turn their senior over to you. Super important. Okay, next slide.

Valerie VanBooven RN BSN:

All right, ready? Oh, I should preface this next slide with if you have questions, there is a Q&A section. For some reason, I can’t see the chat, but there’s a Q&A section and I’m going to really encourage you to go ahead and ask your questions in that Q&A section. And at the very end, we’ll answer questions. We’ll take them in the order that they were received. So go to the Q&A, ask your questions, don’t wait until the end, because there might be a lot of questions. Anyway. Sorry, go ahead. [inaudible 00:11:14].

Dawn Fiala:

So the November Leave Behinds. So again, we’re trying to get in front of them. We’re trying to make their jobs maybe not easier, but bring some light into their day. It’s hard what they’re dealing with. It’s really hard. They have the adult children. They’re upset their mom, their dad, is really struggling right now. And so you can be the light in their day.

It’s important that you’re going back every eight to 10 days. The first time you come, it’s probably a brochure and your business card, but you can’t just leave that every single time you go. You got to have new and fresh things to do every time you come. And you want to be unique and different than the other companies that are out there. So these are just some ideas. You can do them, change them, do what you want with them.

This is a gratitude jar. This little tagline, the gratitude, what it is, you can make that your own. Put your own logo on there, name, phone number, pop a little hole in it, get some twine, and tie it around the jar. You can say whatever you want on there. You can explain what to do with a gratitude jar on that piece of paper. Basically, it comes with the leaves and you write what you’re thankful for. What do you have gratitude for? And people can fill that out and put it in the jar or they can make a gratitude tree in their lobby or something like that where whose parents are staying there. Maybe they put what they’re grateful for and they tape it up on the wall. Maybe it’s all employees that do this. It’s a great way to bring some community feel into the skilled nursing facility and for them to just have something different going on. It’s hard to be depressed or negative when you’re surrounded by gratitude. That’s the other piece of it.

So not only are you a home carer, you know are bringing your home care resource, you’re helping them with their patients, you’re helping them with discharges. You also need to be that kind of bright light. They’re excited that you’re here.t when they have a feel good when you walk into the room, the payback for that’s going to be referrals. So this is one example of a November Leave Behind and we’ll go to the next one and I’ll show you another one that …

Valerie VanBooven RN BSN:

I’m going to give them my secret of where we get this stuff. [inaudible 00:13:21].

Dawn Fiala:

Oh, okay, yes. Yes. Yes.

Valerie VanBooven RN BSN:

Well this specifically. I bet you many of you have heard of this. Oriental Trading? Orientaltrading.com. It’s that easy. But you go there and you can just type in Thanksgiving or gratitude or November or whatever you want to type in and it’ll give you tons of ideas.

Now Dawn made this little tag and then we gave these out. What we do is we come up with these ideas that are a little bit different, a little unique. You can also do this with a tree instead of a jar. There’s a standup tree and all the little leaves attach. After somebody writes what they’re thankful for, you can attach it to the tree, or you can put it on the wall, put the tree on the wall, and fill it up with gratitude leaves. It depends on your relationship or the activities director or what you’re allowed to do.

One of our attendees won this free marketing kit and we filled it with chocolates that were wrapped in foil and they say, “Thank you,” on them. So although she may or may not use the leaves, the jars are filled with chocolates that say, “Thank you,” so that’s a really good … another alternative to this. But these are the kinds of things that we talk about. I mean, we talk about a lot more than this, but these are awesome. This is one of, I know, Dawn’s favorites.

Dawn Fiala:

Yes, I like this one.

Valerie VanBooven RN BSN:

I like it too.

Dawn Fiala:

They’re a little bit more expensive. They’re probably not going to be something that you drop off with everybody, but they’re like four foot by six foot posters. They have one for Thanksgiving and it is not colored yet. You can have it printed with the Thanksgiving. They have the saying on it already. And then you can put your logo on there as big, as small, however you want to do it. You can put your phone number, whatever you want to put on it.

If it were me, I would color in my company. I would color in the logo. I would color in the name of the company, maybe the phone number. And then I would bring it to them with markers. Make sure that any project you ever bring, you are bringing the supplies. don’t make this hard for them. They’re busy. So bring the poster, bring the markers, or crayons, or whatever you want. They can hang this in their lobby and visitors can color it. They can hang it in their break room and all the people that work there can color it. They may hang it kind of down a hallway for people. And it’s very therapeutic for anyone who’s working there walking by.

And remember the adult children that are coming there, they’re stressed out. Coloring is really therapeutic and your company name and logo is on it and it’s going to be around for an entire month. So this is a really fun and different kind of leave behind. And again, you want to do unique things, things that are different, things make you stand apart.

In between all of these things, you do some educational things and reminders that you do, 24 hour care and all of those types of things. These are the fun ones. Maybe once a month you do something that’s fun and just different. Okay. So those are the posters. And we have another …

Valerie VanBooven RN BSN:

And you said that you can customize these. We do have the link to the website, but you can customize these to say your name, ABC Home Care loves ABC Assisted Living or something.

Dawn Fiala:

Yes. Yep.

Valerie VanBooven RN BSN:

You can have your own words put on these posters. So I mean, you can make them say your name on them or [inaudible 00:16:41].

Dawn Fiala:

Yeah, great. And color that in before you drop it off so it really stands out.

Valerie VanBooven RN BSN:

Yeah.

Dawn Fiala:

And here’s another one that we did just one year, like three or four years ago. And we added this tagline. We put a string through it and around the turkey’s neck. Don’t be a Turkey and stress over discharges. We can help you. So this is a subtle way of send me your referrals please. And it’s a stress ball and it’s wonderful. I have one here and you can squeeze it and it’s a great, great stress reliever.

And the really cool thing is they get it out every year. We did this three years and every Thanksgiving after they put it back out on their desk. So this was a really fun one. It went off a lot better than I thought that it would. You can get six to eight tags per sheet of paper. People just loved these. They were asking for more of them. So that’s another great one that’s going to sit on their desk year after year, which is kind of nice too, that your information will be there and you can put your logo and phone number on the backside.

Valerie VanBooven RN BSN:

Yep, absolutely. These are very cool. And this piece right here, this is a Word document that we give us handouts. And you can take my name off obviously and our logo off and you put your own logo and your own phone number and your own name or whatever on there and send it off. If you don’t have a colored printer at the office, you can send this off to Office Max or Office Depot or Staples and they’ll print these on cardstock. So you just cut them out, poke a hole in them, and tie them around your turkey lurkey there. Super cute. All right. [inaudible 00:18:13].

Dawn Fiala:

And November is also Alzheimer’s Awareness Month. So this is another idea for November. We’re full of ideas. And these also came from Oriental Trading. You can put these things inside the purple mesh bag that you order, poke hole in the tag there that says Alzheimer’s Awareness Month, and you can talk about your caregiver’s training. They’re trained in Alzheimer’s. We’re ready to go. Poke a hole in it, tie it around the bag, and you’re all set for Alzheimer’s awareness month.

Those are a lot of really great ideas for November to help you finish the year strong. I find that when I do these fun things, I would do about one of them a month, that my referrals would increase. So I know it might seem silly, it might seem a little corny, it might seem whatever. I’m telling you it works. I’ve done it for years and it definitely works in referrals. They always increase after doing these things, so it works.

Valerie VanBooven RN BSN:

Notice that she’s not spending. No one’s spending a ton of money on this stuff.

Dawn Fiala:

No.

Valerie VanBooven RN BSN:

I mean, this is dollar store stuff. I send this entire package. We had two winners in our Mastermind group. One, the Grateful Jar and the other one was Alzheimer’s Awareness stuff. And for like 100 bucks, you could make 50 of these bags easily, or 25 if you want to fill them a little more and then just go drop them off. And maybe you want to leave more than one bag at each place that you’re going or something like that, but it’s not hard to. I mean, these are cheap, easy and fun and it’s just something to keep you top of mind. We’re not talking about giving expensive gifts. That’s not the goal. The goal is super cheap, but super memorable and fun. All right. [inaudible 00:20:09].

Dawn Fiala:

And this is probably the best one of the year as far as referrals went, as far as the feel good, as far as the warmth, and just really standing out. So I got to thinking wouldn’t it be nice to get the children and the seniors kind of working together? I know the seniors would love to have children there all the time in their facility. You know? And that’s not possible most of the time.

We created six designs. You take them to the schools, the elementary schools near you, take lots of them. A lot of the elementary schools don’t have paper or struggle with paper. Some do. Some don’t. So you can bring them printed. I always brought them printed. And I would give them as many as they wanted because I’m going to get them back. And guess what I’m going to do with them? After the children put their name, their age, grade, and school, their special message, and they color it up very, very beautifully, I tell the school I need them back by … I don’t know, before Christmas, before the kids leave for their holiday break. And then I’m going to start delivering these to all the skilled nursing facilities, all the assisted living, all the independent living, anyone and everyone that wants them. They even let me go in and hand them to the residents directly.

Many of the residents or patients don’t get anything, right? I mean, maybe one Christmas card. Maybe not. This is it for some of them. I would go months back, go back months later, and they’d still be hanging on the wall sometimes. They just cherish these. So this is a great feel good. The schools will take 300, 400 of them sometimes if you do an elementary school. Kids, kindergarten, all the way through sixth grade, will do this. They love this. The kindergarten ones are even cute because the name is all really big and the letters are backwards and it’s just really sweet. It’s very endearing. Your marketing person will fill the holiday joy themselves doing this. It was the funnest thing.

People start asking us in November, “Are you doing the coloring pages again? Make sure you sign me up. We want to do it this year. Please don’t forget us.” So put a little something at the top corner about your company. Don’t talk about keeping seniors at home, because this is going to go out to skilled nursing facilities and assisted living. And we don’t want to insult anybody by putting something like that on there. But just a general statement, your logo, your phone number. Get these out to the schools now. I would start doing it 1st of November and give them a deadline. The first year we did not give them a deadline and we were picking stuff up December 10th, December 15th. It was very, very stressful. You want all of these back in your hands by December 1st at the latest. So get them before the kids leave for the holiday.

The teachers love it. It gives the kids something to do. Busy time. Some kids finished their work sooner than others. This always went off really, really well. My employees also love them. The caregivers would come in and get some. People in the office had them hanging at their desk year after year and kept them up all year. So this is a really-

PART 1 OF 4 ENDS [00:23:04]

Dawn Fiala:

… Hanging at their desk year after year, and kept them up all year. So, this is a really fun, fun event, and everybody just loves it. So, this is a great way to finish strong in December.

Valerie VanBooven RN BSN:

Yeah, this is cool. I love this. It’s a really great way, and you can get all of this online. You don’t have to … You can look up free stuff and print out the pages if you want to, or however you want to do it. But this is really neat, and notice that none of these really say anything about one specific holiday.

Dawn Fiala:

Right. Yes.

Valerie VanBooven RN BSN:

They’re just generic.

Dawn Fiala:

Good point. Yep. You have to be careful with holiday and Christmas and all of… We just picked winter pictures, just wintery wonderland kind of pictures and the special messages, oh my gosh, oh, just heartwarming. The special messages are very, very sweet. So, anyway, that’s a great way to end the year very strong. You will get them to come out and talk to you when you bring these in. You don’t have to tell them they’re even coming if you don’t want to, just bring them in, start bringing them in December. I have something very special to share with you. They’ll come out, and they’ll be super excited about this.

Valerie VanBooven RN BSN:

Oh, I love these. It makes me want to color. Every time I see them, I’m like, I want to color one of these. All right.

Dawn Fiala:

Okay. So, starting January strong. All right, so this little, the tagline on the right, this is a tag that can be attached to the New Year’s glasses. Again, these glasses are not expensive. They’re cardboard. They’re not fancy. Again, the social workers don’t want to help your company get rich. That’s not what they’re about. They’re about the feel good, the warmth. If you go and spend a ton of money, and give them expensive things or you’re bringing them wine or purses or I’ve heard some crazy things through the years, that’s not what’s going to set well with them. It’s just not. They like this stuff, and it’s inexpensive. 18 pairs for 11.99. They’re going to wear them all over at the skilled nursing facility around New Year’s. They’re going to wear them out New Year’s Eve. They’re going to be front of mind and you attach this tagline, so we’re going to talk about 2023 and readmissions.

The fact that that home care reduces, it’s been proven, reduces the readmissions, home health, home care, both of them do. So, this is just showing that 2023 is loading. We’re getting started. We’re getting ready. Let us help you reduce your readmissions in 2023. It’s very direct. It’s very to the point. Everybody knows that people do better when they go home with a home care company. I’ve just put the picture of the glasses on there, just helping celebrate 2023. The great way to start your relationship off for the year, but I wouldn’t wait until January. I would get started right now with Thanksgiving and every single month have something special and fun, in addition to your educational handouts and your promotional handouts. Do something fun, and you can always tie it to your business like this one is tied to the business. We’re going to help you with the readmissions.

It’s fun, it’s exciting, but it’s also telling them that they need your help, and you’re a great company because you even understand that they need help with that. A lot of home care companies don’t even really understand this piece of it. So, this is a great way to start the year strong and connect with them in a way outside of the home care piece.

Valerie VanBooven RN BSN:

Absolutely. I love these two. That’s really cute. That is really cute.

Dawn Fiala:

Okay, so now on the businessy stuff. Some people hate this, and they like the stuff we just went through. We’re just here to please everybody. Some people love the stuff we just went through and some don’t. They don’t feel they’re creative. That’s why we go to Mastermind, because we make them all for you. But some people, I love this too as much as the other stuff, but I know a lot of people don’t. So, it’s good for you, like exercise. People say they love it. I don’t think they do. Either way, this is like that. It’s accountability for the company. So, what is the KPI? So, key performance indicators. They’re critical key indicators of progress toward an intended result. So, people get goals and KPIs mixed up. A goal is the outcome you hope to achieve, and the KPI is the metric that lets you know how well you’re doing working towards that goal. So, what KPIs should you be measuring to reach your goals, and how often should you be reviewing them?

So, setting the goals. We’re just going to do an example goal. Let’s say that in 2023 you want to have your annual billing be at 700,000. I just picked a number out of the air. Your quarterly billing then would be 175,000. You’re just dividing by the quarters, and then your weekly billing run rate, that’s dividing the 700,000 by 52 weeks in a year. Your weekly run rate would be 13,462. So, I’ve set up a goal sheet for all of my departments. These are the three main departments that I feel, and you may not agree, but I feel that these are the three main departments that are going to help me hit this goal. They’re the ones that are the most involved. A lot of people think it’s just sales and marketing, but I’m telling you these other departments have a lot to do with your ability to hit your numbers.

So, you set weekly KPIs for each department, and I have some sample ones here. If this is followed, and everybody’s doing what they’re supposed to be doing, the 700,000 in billing is probable. Absolutely is. So, every department needs to have their own KPIs that they need to hit every single week. You need to have a weekly meeting to see where everybody’s at. So, for marketing there are stops per week. They should easily be able to hit 40 to 50 facilities a week. Out of those 40 to 50, 15 to 20 of them should be face to face. So, when I say you need to see everybody every eight to 10 days, that does not mean it’s face to face every eight to 10 days. If you were to do that, they would be done with you. That’s too much to expect to be able to see them every time you come in.

That’s why we have leave behinds. When you do a leave behind, you call and leave a voicemail. I left you something or you text them or you email them. I left you something, because you have to have that contact. They have to know about you every eight to 10 days. But out of those 40 to 50 stops, 15 to 20 of those should be face to face. So, you should be trying to see everyone maybe once a month face to face, so that you should be rotating them through. The number of referrals from your field efforts. Now, this isn’t going to happen January 15th. It’s going to take some time, but you should eventually be getting five to seven referrals a week, based on the stops, and the face to faces that you’re doing. If they’re effective, and it’s working, that’s how many referrals you should be able to expect.

Then you have to look at your booking ratios. So, if all of that is working, but you’re still not getting the four to six signed jobs you should get from your field efforts every week, something’s wrong with your booking ratio. So, look at the booking ratio. When you are on a service inquiry, you should be able to book 70% of those service inquiries, and in an assessment you should be able to sign 90% of your assessments. So, if you’re hitting half of these numbers and not the other half, you’re not going to have the results of four to six signed jobs a week. So, go back to the drawing board, and find out if you’re not hitting four to six, something’s wrong. Maybe your face to face aren’t happening. Maybe we’re not getting enough stops in, maybe we’re not effective in what we’re leaving behind.

Something’s gone awry. So, the weekly billing then would be 13,161. That’s what you’re, you’re going to, and that’s not going to happen right out the gate either. It’s going to take some time, but if we don’t have a goal to reach then, then this is all, there’s no point in any of it. So, we’ve got to have something, and maybe this is too high. I don’t know where you are right now in billing, but pick some numbers that are realistic. They need to be within reach. That’s really important for a goal. It needs to be within reach and obtainable. So, the four to six signed jobs won’t all come from your field efforts. Some will come from caring.com, A Place For Mom, and you have other leads coming in from your website. You should be getting some leads from your website as well. But anyway, that’s the marketing side.

Scheduling, staffing, client services, we call them all different things. They have some ability to help with the billing. They should be able to start three to four quick starts a week. So, many of your social workers, if they’re going to give you a chance, it’s going to be because their go-to company fell through or they’re going to just test you. Okay, it’s Friday. I have a discharge. Can you come help me? The answer has to be yes. Can you start tomorrow? The answer again should be yes. So, your scheduling department needs to be ready to do some of these quick starts, and a quick start is starting within a 48 hour period, probably closer to 24 hours. So, they have the ability to do that, and how would they have the ability to do that? They need to be staffed ahead, staffed ahead 48 hours. Now I know some people get a job. They sign it. They staff out the whole job, all five days, maybe, all at once.

As you get bigger, that becomes a little more challenging. We had about 400 clients where I worked last, and so it was more like if it was every day we might get Monday, Wednesday, Friday staffed, but Tuesday Thursday’s still not staffed, or maybe three, two of the days are staffed and the other three aren’t. So, we always had staff on our open shifts, always and forever. But before we leave on Monday, we’re staffed out 48 hours ahead. So, we’re staffed through Wednesday when we leave Monday, and on Fridays we’re staffed through Monday, because we’re going to have call offs on Monday. If they can do this, be staffed out 48 hours ahead, 50 to 70% of the time there will be room to take the quick starts. So, that’s a piece of the, a part of their KPIs that they need to be keeping up with so that we can hit this billing number.

The percent of missed shifts each week should be less than 10% of your total shifts. We don’t pay a lot of attention to this. I started paying attention to this, because you can go in Clear Care, you can see what your shifts are for the week, and how many hours you have set for the week. I would see it start high, and then by Tuesday it would be down, and Wednesday it would be down. Where is all of this going? It was killing me. The billing was just dropping and dropping, and I figured it out was in these missed shifts. So, when a caregiver calls out, your scheduler needs to be trained to say your caregiver is out sick today, but we’re going to send somebody else, and that’s really hard for them to say because they have to find the somebody else, but they are in sales.

Everybody in your company has a little piece of sales to their job. So, instead of saying, “Would you like a replacement,” you say “We will have somebody else out today.” Then you get to keep those hours because it adds up quickly, really, really fast. The bigger you are, I think the more that it adds up. So, don’t ask them if they’d like a replacement. We will get a replacement sent out right away. We’re working on a replacement, something like that. They need to be trained to say that even though they don’t have any idea who it’s going to be, they need to be trained to say that with confidence. They also have the ability to increase your client hours based on needs. If they are, maybe your client has overnight care on the weekends and they’re up all night, all of a sudden. Something’s going on, and the caregiver has told you. We should be training the caregivers to report this to the office.

That, your scheduler should then call the adult child and say, “You know what? Your mom has been up on the weekends quite a bit. We think we should add some overnight shifts during the week. We’re worried she’s going to fall, something’s going to happen.” Again, they have to say this with confidence, because they have no idea who’s going to go. Right? They’re calling and offering this service, but they have to follow up. The buck stops with them. They got to find this person now. But they can, and this will help to increase the hours. So, they should be able to increase client hours 10 to 20 hours a week. I mean total clients, not every client. In total, you should be able to increase your billing 10 to 20 hours a week based on current clients. Lost clients, let’s do everything we can to save a client. If an adult child’s upset, and they’ve talked to the scheduler and they’re still upset, get whoever signed them up back involved.

Have them reach out to the adult child. That’s usually sales and marketing. Have them reach out and rebuild this relationship, and get them happy again. Sometimes scheduling can turn it around themselves, and sometimes they need someone to jump in and help, but try really hard to lose less than two to three clients a week. I think this is about that, but it’s also about just watching this number. Somebody needs to be watching, how many clients are we losing each week? If the number starts to increase, maybe something’s going on with quality. If the number is less than that, great. You’re doing a great job. So the idea of KPIs is not only let’s hit our numbers, it’s also let’s shine a light on this, and see what’s going on. Because if you’re seeing it, the lost clients just keep increasing and it’s not due to death, something else might be going on.

You’re going to need to dig in and figure that out. Your scheduling department should also be doing shout outs for the caregivers. We want to retain these caregivers. They should be submitting shout outs to HR so the HR can shout out in their monthly newsletter about how wonderful this caregiver is, how she saved the day, what did she do? Caregivers do favors for scheduling constantly. I know the schedulers don’t necessarily love the caregivers all of the time, because of the excuses and the call-offs and the no-shows and they don’t trust them. But there’s many caregivers that I’ve seen schedulers through the years have in their back pocket, Oh, I’ll call her. She’ll go. I know she’ll go. Do a shout out for them. They should be doing three to four shout outs a week on to caregivers, and they just give the shout out to HR or whoever’s in charge of telling the caregiver, “Hey, you did a great job. Thank you.”

It’s even better if you can do it in group format so that everybody sees that. They love recognition. Now, onto your recruiting and retention department. They should be refreshing their ads at least once a week. The basic body of the ad typically can stay the same most of the time, unless you’re doing client-specific ads. But that headline needs to change every week. It needs to look new, fresh. It needs to be submitted as a new ad every single week so that you move up to the top every time. If you keep a stale ad with the same headline, it’s just going to keep moving down as other people are refreshing their ads. So, refreshing the ads once a week. Number of caregiver leads coming from ads should be about 16 to 24 each week, based on wanting to build the 700,000. We know that these numbers I’ve known through the years that they split in half.

If you get 16 to 24 applicants coming in, usually you’re going to interview eight to 12, and out of those eight to 12, you’re going to hire four to six. It’s just been the number. It might be a little tighter right now in today’s marketplace, but that’s the typical formula that I have seen. If the number’s getting tighter than you just need, it’s a numbers game. Start with more ads. Maybe run some more ads so that you can have more applicants, and then your bottom number is higher than what it’s been. Number. So, we’ve talked about recruiting a little bit. Retention is really important right now, especially in today’s labor market. We’ll talk a little bit more later on, but we do know that caregivers, if they will stay, if we can get them to stay over that 90 day hump, they’ll typically stay however long a caregiver is going to stay.

So, we want to do everything we can those first 90 days. We want to hold their hand. We want to recognize them. We want them to feel like they’re a part of something bigger. We want them to feel like they belong here, and they’re a part of the company. So, it’s important that we are talking to them at least once a week, the first 90 days. I know that’s time-consuming. We have a retention program to take a lot of that piece out of it. But it’s imperative that they are connected to the office and not just, “Can you work Saturday?” “Yeah, I talked to her. I asked if she’d work Saturday.” That’s not retention. “Oh yeah, I told her to get her CPR in.” That’s not retention. That’s me, me, me. That’s not them, them, them, them, them. It has to be about them.

So, reaching out to them once a week, imperative, the first 90 days, and all of your caregivers that have been there longer than 90 days should hear from you at least once a month. Not about scheduling, about them. Plus a birthday, plus an anniversary. That will help with retention. So, that’s what it, each department looks like. Then the next slide kind of shows you what the KPI sheet could be for each department. So, this is sales and marketing. I involve my sales and marketing in billing. I want them to understand billing. I want them to be driven. I want them to see we’re growing, we’re not growing. Staffing and recruiting, depending on their mentality, you don’t want them to think that the business is all about profit and doesn’t care about the clients and doesn’t care about anybody. It’s all about the money.

I’ve seen that department say things like that. So, I make them do their KPIs, but I don’t get into the billing component with them, depending on their personality. Marketing, if you’ve hired the right people, they’re going to have a really great heart that the social workers are going to see, but they’re also going to be driven, and understand this piece. So, this worksheet, every single week when you meet, you go through their KPIs. They fill out their own KPIs of what they’ve done this week, and at the bottom where it says billing, the weekly run rate, you put that in and it keeps a total on the right hand side. You’ve got your quarterly total as 175, and as you put in the billing each week, the number from 19,300 goes up. So, you see how close you are as a quarter is happening at hitting your goal. So, that’s what the sales [inaudible 00:40:12]. I did. I don’t have the staffing and recruiting. It’s basically the same thing without the billing, because I don’t know that they’re into that piece of it as much. It depends on your people.

Valerie VanBooven RN BSN:

Nice. I love this. It’s so easy to understand once you put it in a format like this. Love it.

Dawn Fiala:

Yes. It brings those key important things. Shines a light on them, so everybody’s watching and looking at it. Okay, so we’ve talked about getting those referrals, and I’ve found through the years there are five main impressions, things that you need to kind of overcome or need to get, to gain to get them to start referring to you. So, getting referrals is a process. I know people get really frustrated. I’ve been there three times, and I haven’t even seen her yet. She won’t even see me. I understand. Believe me, I’ve wanted to give up hundreds of times. But it’s a process and once you understand that it’s a process, once your marketing person understands it’s a process, they won’t be so hard on themself, and feel so just beaten up, because that is how you start to feel. Moving from one impression to the next while differentiating your company.

There’s a lot of home care companies out there. Why are you different? Don’t tell them about home care. They know what home care is. Why is your company different than the company that was in here an hour ago? That’s what they need to hear. So, moving from one impression to the next while differentiating your company will help you build a relationship with your referral source. A strong foundation is a must for ongoing referrals. Otherwise, it’s going to be a one and done. That’s going to be it. So, impression one is to build trust in person and online. Everything we’re talking about today should also be happening online. You should have a website that shows that you’re trustworthy. You should be having blogging on there that shows you’re an expert in the industry. There’s a lot that you can do online to help with this. It takes five impressions to get that referral.

Your online impression is a piece of that. So, don’t forget that part, especially in 2023. I mean this, we’re, it’s not 1999 anymore. We’ve got to get with the times. Impression two, build confidence in person, online. You can build confidence lots of ways. One is just that you’re showing up. You’re there. That’s a piece of it. The fact that you understand them, you understand the senior, you understand what they’re up against, that’s building confidence. For each of these impressions there should be also some kind of leave behind handout that goes along with it. So, while you’re in impression one, did trust happen? Do I feel like she now trusts me? I did a whole mastermind on this, so you know that trust that you did. Yeah. I got impression one’s done. Check. Now I’m going to move on to confidence. Check. Now I’m going to build on, move on to camaraderie.

That’s just that we’re working together. We’re both in the same industry. You’re the social worker. I’m the home care expert. Let’s partner up. Let’s take care of these seniors. Impression four, prove reliability in person and online. So, there are ways to know that you’ve done this. As you’re going through, ask for the business. Impression five, do not ask for the business until all of the other impressions have been met. It’s too soon. I have the next slide is a sample of what you can do for a confidence handout. Social workers know, we all know that seniors live on a fixed income. Social workers do not want to have the money talk with the patient as much as you guys think they might want to. Maybe you don’t think they want to. They don’t want to. They hate this more than anything. So, the fact that you understand that, and the fact that you understand that the senior is on a budget will build confidence.

So, this is home care with their budget in mind. Attach a calculator to this. [inaudible 00:43:52] calculator, comes in a dollar store with a little hole in it. Tie it to this and put a budget together. Put a schedule together that works with their budget. Maybe they tell you, “I have $1,500 a month to pay for home care.” Work it backwards. Okay, 1500 a month divided by 30 days, divided by my hourly what I charge, this is how many hours we can do. Now, let’s make a schedule that will work. There’s nothing wrong with working it backwards. This keeps the social worker out of the money piece of it. They don’t want to be in it. We also don’t want them to be in it. They do not think that seniors have money at all. They see their income. They’re privy to it, and many of them, Well gosh, if I only had $40,000 a year, I could never afford home care.

Well, no. They have a house payment, a car payment. They have children. They have kids in college. No, they couldn’t afford it. But a senior typically has their house paid off. They have more disposable income then we do with the same amount, I guess is my point. Their annual could be a lot less than ours because their expenses are a lot less. So, just keep them out of the money. I’ll do the money talk with them. You don’t have to worry about it. I will keep their budget in mind. I will work a schedule that works within their budget. So, this is a great way to make that stick in their mind. They remember, oh, they’re the budget company. That doesn’t mean you’re going to get all the small jobs. They will trust that you’re going to not take advantage, and they will give you the big jobs too.

Valerie VanBooven RN BSN:

I love the calculator. Oh my God.

Dawn Fiala:

Yeah.

Valerie VanBooven RN BSN:

They’re at, like you said, they’re at the Dollar Store. Easy.

Dawn Fiala:

Yeah.

Valerie VanBooven RN BSN:

[inaudible 00:45:22] wrapped.

Dawn Fiala:

We’ve also, I also did a handout that said, let us crunch the numbers for you, with the calculator attached, so the social workers didn’t have to get involved. They don’t want to do the money piece of it. Okay. So, the equation for ongoing good referrals is differentiate your company within your five impressions, plus consistency, so you’re going every eight to 10 days equals referrals. I know that makes it sound simple, but it really, isn’t. There isn’t much more to it. There really isn’t. You just got to establish those relationships.

Valerie VanBooven RN BSN:

Yeah. That consistency piece is where it gets hard when things get rough or busier. But consistency is definitely the-

Dawn Fiala:

Oh, when you get beat up or you feel beat up, you go to a place where they love you, and you just get yourself built back-

PART 2 OF 4 ENDS [00:46:04]

Dawn Fiala:

… you feel beat up, you go to a place where they love you and you just get yourself built back up and then you finish your day. That’s what I would do. So there are going to be days where you’re just, “Oh, my gosh. No one wants to see me today.” We have in our CRM a way, there’s lots of things in the CRM, but there’s a way to keep your marketer effective and efficient and it doesn’t have to be on a CRM, I also have a paper one of these, and it’s just a weekly marketing plan. Just the fact that your marketing person is putting together a weekly marketing plan before the week starts is crucial. They have to know where they’re going and will it be exactly the way they’ve drawn it out? No, absolutely, it will not be.

I really suggest strongly that the marketer’s route is done by zip code. That way if they’re marketing in the morning and they’re in one city and then someone calls and needs an assessment and it takes them all the way to the other side of their territory, they’ve got that zip code, everything by zip code, they can finish after the assessment marketing in that same area very easily. So that’s a piece of it. But a marketing plan turned into you the Friday before next week or the Monday morning of the week helps you know that they’ve gone through to see, did I see everybody last week? How long is it been since this person had the face-to-face? And the CRM can keep track of all of this. The CRM we have will keep track. We have reports that we can run that shows, “Okay, these are the people we saw last week. These people got a face day. Oh, this one hasn’t had a face-to-face in over a month. I better get back in there.”

It’s better to see these things ahead of time than to say, “Wow, Cindy hasn’t referred in two months. What happened?” And then you go back and go, “Well, Cindy hasn’t had a face-to-face in three months. No wonder she hasn’t referred.” So the weekly marketing plan is really great and just list whether it’s an assessment or a marketing stop, it lists across the way what they’re going to do, what their plan is. They’re supposed to have 40 to 50 stops a week. Now, if they have five assessments that week, probably not going to be 40 to 50 stops because they spend an hour at each assessment. So you have to take all of that into consideration. But 40 to 50 stops, I would usually have my marketing team put 55 stops on here because I know they’re not going to be able to hit all of them or maybe they will be able to hit all of them.

Have them put a little extra on there in case they get somewhere else or on the other side of town, or it does, they happen to just go through them quickly. So the idea that there is a plan ahead of time, well just marketers tend to be less detail oriented, so this will help them. They’re great sales people. I’ve hired lots and lots of them, and they’re really good at what they do. The detail piece is usually lacking. So this will help them stay on task and be effective and efficient in the field.

Valerie VanBooven RN BSN:

Awesome. I love the weekly marketing plan, even the paper version.

Dawn Fiala:

Yes, it’s great.

Valerie VanBooven RN BSN:

Oh, hey, I think I’m up. Thank you for all that. And Dawn’s got some more coming up. She’s going to talk about recruiting and retention here in just a minute. If you have questions for Dawn, anything at all, please put them in the Q&A section on your dashboard and do it now so that we can just take the questions in the order they’re received and she will be answering all those at the very end. We’re probably going to run over a little bit, but we will record all the Q&A as well if you can’t stay. But if you can stay with us, please do.

All right, So we’re going to talk about online marketing for home care leads, everything that Dawn talked about, all of that should also be happening online. And the examples I put right here on the screen, talk about texting, email, Facebook posts, video, and just little things in newsletter, little things you can do to make sure that your Facebook doesn’t look stale, your LinkedIn doesn’t look stale, and your website doesn’t get stale, really important. People are on their phones 24/7, maybe not the seniors, if they’re an advanced age and don’t do cellphones, but their children are, and they will be looking for you and at you on their phones. In fact, even your referral sources will look at your website to see how that looks before they pass your name on to someone else. They will look. So make sure you keep this stuff top of mind. All right.

So in the last couple of years we’ve been working really hard on this and what we did was we created a marketing platform that services pretty much everything you could ever want with regard to sales and marketing for senior care business, for home care business. This does not replace clear care, it’s not access care, it’s none of those things, this is just sales and marketing and it’s amazing and a lot of it’s automated. We also use this for recruiting. So I’m going to go through everything that it does and you don’t have to use our platform to do all of these things I’m about to talk about, but they’re really important. And when somebody hands you a system that’s already set up and ready to roll based on your needs, that is amazing. So let’s roll through it. And remember, no matter what I talk about, you can do this on your own. You don’t have to have this platform, but it really helps and it makes things so simple and your entire office can use it.

Referral management for home care. Dawn just talked a lot about keeping track of those referral sources and knowing who you’re going to see next. And our CRM, ASN Spark CRM keeps track of your referral sources and lets you rate them A, B, C, D, most likely to refer, less likely to refer their phone numbers, notes about them, whatever it is you want to keep track of, or your sales people need to keep track of, you can keep track of it all in the CRM and look at it at a glance to see what you need to be thinking about next. So its custom views and it just looks beautiful and I put a screenshot of it, it’s hard to see all that data here. That’s a demo account, but it’s pretty amazing what it can do for you and keep you organized. Look at that same screen you just saw.

Here’s what it looks like up close. So you can see we have Mary Smith, phone number, extra notes about Mary Smith referral, the first contact I ever made, the facility type, What did I do last time? Was it drop by? How many Medicaid beds do they have? If they are 100% Medicaid, and this is something Dawn gave me this aha moment. If you are going to an assisted living facility or a skilled nursing facility that’s 100% Medicaid and you are 100% private pay, you probably don’t want to be marketing there, right? Because they’re not going to give you any private paid clients. They don’t have any. So you want to look up all of the things that have to do with that facility online and know if how many Medicaid beds they have or the percentage of Medicaid beds. How likely are they to refer to you A, B, C, or D? Not sure. And when was the last date that you visited them, what’s their occupancy rate and any other notes that you might have, and what are you sending these referrals as a follow up?

So email marketing and texting is also part of your online marketing. So what are you going to send to these folks? What if it was already written for you and you just edited a few things on a Word document and then boom, whenever you wanted to send out an email, it’s already sitting there, it’s already personalized and you could also add to it or manage it however you want. But this is what we call a drip campaign. So if you do have referral sources that you like to email once in a while, maybe once a week or twice a month or something like that, just to stay top of mind. We have drip campaigns that are set up, and you can do this with any platform, but it’s a series of about 10, eight emails that can go out once a week or every other week. We wrote them all, and Dawn wrote them, but you get to customize them with your own information and things like that, or we can help you with that. But it’s a series of emails that go out. They’re pre-written top of mind, the challenges writing them. So we wrote them for you. And there are starter templates and all kinds of stuff that we have that you can use.

So the CRM actually sends these out for you, or you can manually pick and choose from each one and send it out whenever you want. So that’s half the battle is writing emails. But if you know what you want to send, and this was the first time you visited that referral source, why not just hit the send button? And lead management for home care, so when you have leads coming in through your website or you have leads coming in from a Google ad or you’re buying leads online, if you put them all into the CRM, which is as simple as an upload, the CRM can keep track of them, it can let you know if they’re communicating with you, it can let you know if you send out a text if they answer you or an email. And by the way, this is all demo information. This is not real people, just so you know. So this is an example of what you might see if you were keeping track of your leads.

So you can see that Natalie Fern is the daughter, the first one on my list there, there’s her phone number, the date she was… her profile was created, some tag, she called in, she’s a client lead, and then her mother’s name is Jane Doe. Natalie is her daughter. Jane lives alone at home. Yes, an appointment has been set up and any additional notes, we know that she needs one person assist. So you can keep track of your leads this way and it helps tremendously. You can put a column in here that says whether they were started services or not, all kinds of things you can do. We also have an entire suite of email drip campaigns. So if you don’t have this, I suggest just writing out 10 emails on a Word document and having them available on your computer so that you know what you can send out to them on a periodic basis. If they didn’t close right away, you might want to drip on them with emails over time. If you have our CRM, it’s already built in, it’s already customized for you. And on the screen here, you can see not only that email, but you can also see these quick training guides that Don put together about fall prevention and recovery, Alzheimer’s disease and hip replacement surgery, and did we do like 15 of these or something?

Dawn Fiala:

Yeah, I think there’s 13 to 15 of them.

Valerie VanBooven RN BSN:

13 or 15. And you can attach those as a Word document. Now these are meant for caregivers, but this is also something you can send to the client or the client’s adult children to let them know, “Hey, here’s what we do to make sure our caregivers know how to care. This is just one small piece of the things we do to help make sure our caregivers know how to take care of mom and dad.” I bet nobody else in the world is going to send them this nice little handout. So client email drip campaigns are important to you. These are for your leads, and they go to the adult children. The other thing that our CRM does is it adds an online chat text box to your website. If you want it, it comes with the platform. You don’t have to have a website through us to have this.

But what that does is it gives, and I see these come in all the time. People chat on this, they send in a message, you get their name, their mobile phone number, their email, and they send a message. And nine times out of 10, it’s somebody saying, my mom has Alzheimer’s and it’s getting worse. And do you provide home care in XYZ town? And that goes straight to you. It’s something that you can follow up with instantly. You do also get, caregivers will use it, “Hey, I’m an aide. Do you have any positions available?” But a lot of times the ones that I see use the most are from people looking for home care services and wondering if you serve their area and remember they’re on their mobile device doing this.

So these little chat windows show up nicely. Also know that you can pay a lot of money for one of these chat windows to be added and have a whole other platform to deal with. Well, this is built into your CRM, so that lead goes instantly into your client leads database. They’re getting your newsletter every month. Everything’s automated. So you can respond instantly, but you’re always able to communicate with that person without switching platforms. It’s always there for you. All right, let’s talk about done for you stuff. Now this is stuff that you can do on your own, but this is also stuff that we do for our clients. Custom newsletters. So everybody has, who’s in our services has their own monthly newsletter. I can’t tell you how important that is. If you do nothing else, you should have a monthly newsletter. And some of you will say, “Well, yeah, we do have a monthly newsletter.” But when was the last time you sent it? Because it really falls up to the bottom of the pile of to-dos when you’ve got a million other things going on.

My recommendation is let someone else send out those custom newsletters for you and have the content available and all of that. It will get done and it will come straight from your CRM, to all your contacts that are in there. Email drip campaigns, marketing campaigns, everything that this platform offers is pretty much done for you. All you have to do is log in and take advantage of it maybe, and communicate with people by text, email, phone, however you want to. So here’s an example of what some newsletters look like, and I want to stress here that no matter where you send your newsletter from or what you do, they don’t have to be overly artistic or insane looking. They don’t have to be crazy. They need to be simple, easy to read and easy to understand, especially on a smartphone because people are going to get them in their email and they’re going to look at them on their smartphone.

So what you see is four different newsletters. They are custom put together. We have some that are more creative than others. People have different requests. But what I want you to see is what articles are in these newsletters. The first couple of articles on most of these, not all of them. The Madera is all educational. But the first two articles on a lot of these are company news. And that is so important. These folks are sharing with us their marketing stuff that they’re doing. They’re sharing with us their caregiver of the month, their employee of the month, all the community outreach stuff. So you see these pictures on here. This is one of the stops of the 40 to 50 stops that are happening in a week. And this is how you gain trust and credibility and those five impressions with your referral sources. You’re not just doing it in person, but you’re also transferring that to a picture in four or five sentences about how much fun you had at blah, blah, blah, Alzheimer’s walk or getting spooky with Adelmo Family Care.

You’re actually sharing that online as well as sharing that in person, and then that is really important. You reach so many more people doing it this way. Also, having regular old posts that go out. This is what you would be posting on Facebook. Are you posting on LinkedIn? We do all of this for our clients. They don’t have to do it. We encourage participation always with online marketing and with Facebook and LinkedIn and wherever else you want to post things. We make granted images for all of our clients, and so you can see their logos are on these, their phone numbers, their websites. We take care of all of that and we post five days a week so that your Google my business doesn’t get stale. Your Facebook doesn’t get stale, your LinkedIn doesn’t get stale. People are seeing you post all the time. You may not get 5,000 likes on one post, but the more you post things that you’re doing in with your organization and that company news type stuff along with these branded messages, the more engagement you will get.

All right. User friendly notifications and communications tool. All right, so the platform that we use, and many of you may have access to something like this, takes care of all your texting, all your emailing, even phone calls in and out if you want it to. We have a couple of organizations that use this specifically for everything they do regarding communication. They don’t use anything else. They may have a third party platform, another platform for scheduling, but they use this all day long. It has a calendar that’s built in and it seems to your Google calendar or your Outlook calendar, there’s pretty much nothing this can’t do. And it will always send text reminders for appointments, notifications, email reminders, and notifications. So this is definitely something I encourage. Pipeline management for home care leads. I won’t go deep into this, but just like the reporting that you’re looking for to make sure that people are moving through a system properly. This is what we call pipeline management and we teach you how to use that automated review program.

If any of you are using an automated review program or something like Birdeye or GetFound or GetMoreReviews, GatherUp or whatever it is that’s built into your CRM here, you don’t have to pay extra for it, it’s just part of the program. So it’s completely built in. And this is part of building that trust and that authority that you’re looking for online, more reviews. This system will help you get more reviews if you use it, and people love it. It’s a really nice way to get stuff done. So our team does a lot for our clients. These are things you should be doing on your own, whether you have a team like ours or not. You should be blogging, you should be posting your company news, posting educational articles, social media, branded images, once a month a newsletter, reviews, getting more reviews, and you should definitely be attending our home care marketing mastermind calls on Friday. So these are all the things that are done for you when you’re a client of ours. But I just wanted to let you know that for 2023, these are super important things to add to that marketing plan that you’re putting together. And now I’m going to turn it back over to Dawn for recruiting and retention the right way. Look at all my crazy pictures I put in.

Dawn Fiala:

I love those pictures. I saw those today. They’re great. All right, so we’re going to move into recruiting and retention. So recruiting the right way. So as I said earlier, I was a customer of approved senior network at my last company. And if you’re doing recruiting right, there’s a lot of chasing that’s going on. The caregivers, you reach out to them because they applied. You don’t reach them, they don’t do voicemails not set up or their voicemail is full and then you’re waiting for them to response, you can get them scheduled for their interview and there’s a lot of chasing going on. If you’re doing it correctly, you call one time and you’re done then, then you’re not doing it right. You’ve got to reach these people. I had a full-time person that was our chaser. Again, we had 400, 500 caregivers, so we had to hire five to 10 caregivers every single week. It was a very high volume company.

And so my chaser who worked full-time quit and I was the deciding myself and I didn’t have time to do the chasing myself. So I called Valerie, “What can we do?” And she said, it’s great recruiting program. We used it and it worked great for us. So I wanted to share it with you guys today because of the labor market being, what it is, it’s a tough time. So the recruiting platform that we have, we have a career center We will create a career center with your logos, your branded images, everything about your company. They apply, they get put into the career center and the system right away. Once they’re put in the career center, center sends them a text and an email. The text and email says, “You’ve applied to be a caregiver at our company. Please fill out the short information form and we will get started. Basically, we’re excited to meet you. Fill this out.”

They go to fill out the information form. Once they do that, they’re prompted to schedule their interview. So if they don’t fill out the information form, the system is going to chase them for four days. Four different texts, four different emails. They’ve got graphics on them. There are a lot of fun. It’s a moving graphic. One is fireworks and the system’s going to chase them for four days for them to fill out this short information form. It’s literally like five questions, they do it on their phone. Once they do it and they pass, you’re going to set some boundaries. If they’ve had a felony, I don’t want to see or talk to them, right? You have your own things that are important to you. And so if they pass all of your deal breakers, then we move them into it, they get a text immediately.

Once they filled out the form, if they pass, this asks them to schedule their interview. You have already given us your interview days, your interview times. They choose what day and time works for them. They schedule their interview. If they don’t schedule their interview, the system is going to chase them for four days to schedule their interview. So think about all the time that is saved and maybe this is something you can do on your own. Our system does it for you. It’s all automated. But the texting alone was also very, very good. We had never texted before and the caregivers are much more likely to respond to a text than they are to a phone call. So they’ve scheduled their interview according to the days and times you gave us, and now it’s time for their interview. When they schedule their interview, they get immediately a text and an email stating your interview has been scheduled for this day, this time. Maybe it’s in person and they need to bring their driver’s license, they need to bring their social security card. You can put all of that in the text.

So as soon as they schedule, they get a text and email, they get another 124 hours before their interview, another one an hour before the interview and another one 15 minutes before the interview. I’m telling you, this is a game changer. The No shows went just cut in half probably. I could not believe the difference. And in addition to that, the caregivers are waiting for you. If it’s a phone interview and you’re one minute late, they are calling you, they are saying, “Where are you? We have an interview. Why are you late? Nobody’s called me yet.” It’s crazy how engaged they are and how much more they’re looking forward to this than they were before we put this system in place. So lots of chasing involved in recruiting if you’re doing it the right way. And if you don’t have a [inaudible 01:09:04]-

PART 3 OF 4 ENDS [01:09:04]

Dawn Fiala:

Involved in recruiting if you’re doing it the right way. And if you don’t have a system, you need a person that’s doing that chasing. You can’t just call one and done and think, “Okay, I called her.” You’re never going to hear from her. Also, with recruiting, you don’t want them to schedule their interview out too far. You got to keep everything tight in your process. Caregivers are in the moment, they live in the moment, the here and now, “I’m looking for a job right now.” You need to talk to them, text them in that moment. It can’t be two or three days from now, they’re off and running, doing something else by then. This system also keeps it tight so that they can’t schedule too far out. It doesn’t allow them to do that because we want them to show up. That’s a big piece of doing recruiting the right way.

Valerie VanBooven RN BSN:

Okay. Yes. I think the recruiting, I think the texting alone, the automated texting is amazing. I’ve seen people do it one and done. Just text somebody and say, “Would you like to come in for an interview schedule here?” Never hears from again, but when you text them four times in four days, they get it done.

Dawn Fiala:

And they don’t get annoyed with it. I’ve not had anybody say, “Leave me alone.” A lot of them are happy with that because they apply and then something happens and then they don’t get back to it and then they don’t even know how to find you. This is a great way to stay in front of them. “Retention the right way.” You won’t have to recruit as much as you can keep some of these caregivers on staff. And I talked a little bit about that 90 day window and keeping in front of them you want, you want to increase their recognition, communication, support, sense of belonging, sense of value, their loyalty. Again, they’re heart people. They want that. I don’t know, they’re just craving social interaction, they’re craving recognition. And what do we do? We put them out with a client on their own, an island all by themselves.

And it’s just the nature of the business. It’s not anybody’s fault, nobody’s done anything wrong. But essentially, that’s what happens, especially the caregivers that are doing a really good job. They don’t hear from us because they’re doing their job, they’re showing up and they’re doing everything they’re supposed to do the right way. And unfortunately those are the ones that we forget about. This retention program helps in the beginning to get your caregivers to stay over that 90 day hump because we’re going to reach out to them every single week. And then after that we’re going to reach out to them every month. And the system that we have has automated text messages already in the system, you can put somebody in charge of retention. I had somebody in charge of retention. We called them caregiver advocates. They were in charge of retention.

They were supposed to call these caregivers every single week. The first 90 days, what happens? Caregiver calls up and my caregiver advocate’s out working a shift now. It wasn’t getting done, it just wasn’t getting done. The system is automated, it gets done regardless. Here is one Yasmin, “Happy 90 days,” you put the name of your company, “We’re so glad you’re here.” And then she liked it and she said, “Thank you, I’m glad I’m a part of the team.” The system, you don’t have to have a whole dedicated person, but somebody does need to be there to respond to these texts because we write some of these texts in a way that requires a response from them because you want to engage with them. If they feel connected to the office, they’re more likely to show up to their shift.

If they feel connected to the office, they’re more likely to stay if they feel like they’re a part of something bigger. This one says, “Just popping in to see how you are. Are you liking your schedule and clients you have currently? Do you have any changes that need to be made?” “Yes, I really do like my schedule and my clients. Thanks.” It’s not a lot and it’s not time consuming, but this is a way of staying in front of them every single week, their first 90 days. And you can ask all kinds of questions and you’re going to find out a lot of things that are going on and you’re going to know, sometimes they tell you there’s another company here that they’re talking to about home care. I’ve had that happen and you didn’t even know. You just find out all kinds of things when you’re engaging with your caregivers and most of it is very, very good stuff. Again, we’re always coming at them, “I need you to work Saturday. Where’s your TV? Where’s your CPR?” This, we call this the loveline. It’s what Valerie likes to call it.

Valerie VanBooven RN BSN:

I call it the loveline.

Dawn Fiala:

The loveline. It’s all about them. And it is not about their schedule, their CPR, their first aid, it’s not about any of that. Nobody talks to them about that on here. You give this phone number to your new caregivers, your current caregivers, you have them save it in their phone as their caregiver advocate line, their loveline, to your office. And any concerns, any problems that they have, they can send it to this number. It’s a different text number than your office, but if they call the number, it rolls to your main line. Somebody will always answer the calls if they call.

And they will say, “My paycheck’s not right.” Whoever’s managing this line isn’t going to fix their paycheck, but they’re going to get them to the person that’s going to fix their paycheck. Super important that they feel heard right away. Again, they’re live in the moment people, and if their paycheck’s off, they want someone to handle it or at least say, “I understand, I hear you. I’m going to have HR give you a call. You’ll know by end of day, we’ll get fixed for you.” This was great for retention, it helped so much. We also have monthly holidays, birthdays, and all of those things for the loveline.

Valerie VanBooven RN BSN:

We’ve tons of texts that go out at least once a month they’re getting something that celebrates all their anniversaries, their 90 day, their six months, their one year and beyond. And I’ve watched some of these texting stuff back and forth and we give you the line, we provide the phone number for you. You don’t have to go do anything. We take care of all of this. All you have to do is look at all the texts that we’re going to send out on a Word document and make sure they’re okay with you. Make a little few edits if you need to. And then we just set it up and it’s pretty amazing. It’s pretty amazing. It’s amazing. “Caregiver ad formats.”

Dawn Fiala:

Okay, caregiver ads. There’s about, I don’t know, seven, eight little pieces to the process of hiring a caregiver all the way through getting them put to work. And it starts with the caregiver ad and any little thing that’s off in each of in this process, the recruiting process, little tiny pieces that might be off can just blow it. Maybe your ads are great but you’re not getting the caregivers in fast enough. Or maybe the ads aren’t great. I just thought it might be nice to look at ad format just in general. This isn’t a whole ad, but the headline should have benefit. And you also want to pull up their heartstrings. They’re heart people, the good caregivers, the ones that aren’t going to be so, “I don’t make enough money,” all of them have to be able to pay their bills. I understand that.

But you have some that want, “I’m only going to work if I make $25 an hour.” We have some like that. That’s not like the good caregiver. The good caregiver is the one who cares about the client. They’re going to go regardless. They need to make a living and need to be able to pay their bills. But if you pull up their heartstrings in the headline, that’s going to attract the right kinds of caregivers to your business. The body of the ad should list the benefits first, not the rules and regulations. I’ve seen over and over again people, “You have to have a TB, you have to have your CPR, you have to pass a criminal and a drug test, la la la.” Those things are important, yes, but they shouldn’t be in the body of your ad at the very top. It just turns people off.

It’s, “Okay, I have to jump over this hurdle and this hurdle and this hurdle.” Give them the benefits first. What are you giving them? Do you pay weekly? Do you have free training? What are you doing for them? Do they get sick time? There’s lots of things. Do you have a caregiver newsletter, caregiver recognition? All of the things of bonuses, all the things that you do for them, list that before all the rules and regulations. The duties, I’ve seen people because they have two Hoyer Lift clients, every single ad says “Hoyer Lift, Hoyer Lift, Hoyer.” That scares people. Not all of your clients are a Hoyer Lift, unless I’ve not found a company where they’re all Hoyer Lift clients. Yes, some of them get to that point and you probably do have some, but don’t put that in your ad. It could say, “May include.” You could put, “May include brief care,” may include the things that people don’t love or want to do.

There are some clients that are strictly companionship, “Strictly take me to the store.” Put the may word in front of there so you don’t scare off some really kind people. And some of the people that don’t want to do the brief care or the hands on stuff, guess what? As their client declines, now all of a sudden they’re willing to do those things. And if you had put that in their ad, you may never have gotten that person in the first place. They’ll stay with their client, most of them as they start to decline and need more help. And they’ll learn to do those things and they’ll be okay with it because they have a relationship with this person. The rules and regulation, again, keep it. That’s the next thing, it’s towards the bottom. And then of course you do not want to stop without a call to action.

In the ad, “It’s time to work for a company that appreciates you. Apply now.” Put your phone number in the ad. I know through Indeed they can click and they have to apply through Indeed. Put your phone number there. Also, you can put a link in there, it won’t hyperlink where they can click on it, but they can always cut and paste. Give them somewhere to text, give them your texting number. They will do it right then and there. And it says, “Text start to this number.” And that could be your recruiting line with us. It could be your own texting line, you’ll start having a conversation with them. You get them scheduled because they’re now, now, now people. If you can get with them now, there’s a good chance you’re going to be able to hire them. “Are you ready to come first?” Apply now.” Put your phone. “Together we can help seniors stay home.” Again, we’re pulling at those heartstrings because that is a benefit to them is that they feel good about what they’re doing.

Valerie VanBooven RN BSN:

Won’t let me, okay, there you go.

Dawn Fiala:

Okay, the headlines, it’s all on the headline. Caregiver space, always caregiver space in the beginning. Not caregivers with an S, they alphabetize these headlines. Caregiver space, you can put the dash, you don’t have to put the dash, but always start with caregiver. And then these are some heart string headlines I’ve used through the years, “A career for the kindhearted. You can help a senior stay at home, a senior near you, needs your help.” That’s helps with gas prices. “Have a heart for seniors. A rewarding career. Make a difference in a senior’s life. Be the sunshine in a senior’s day.” This is the headline that’s going to bring in these caregivers that care, that really, really care and would never no show on a client because their heart won’t let them do that. I also put a range of pay in the headline. I’ve been doing this for years. I’ve had some companies like, “That messes up the algorithm.”

One of the companies, he’s like, “You got to quit doing the man who worked at the…” I don’t know if it was Indeed or was a recruiter. “It’s going to mess up your algorithm.” I’m like, “I’ll run one and you run one, I’ll have the pay in mine and you don’t have the pay in yours.” And same exact ad, same city and I got double the applicants he did. And I think it’s not the algorithm, it’s that they see the pay, they see it and they’re like, “14 to 17.” I always do a range. I put my Medicare, Medicaid, not Medicare, medicaid rate first. And then my private pay last. And in the ad somewhere pay is based on, based on client needs or whatever your pay is based on. They don’t think they’re going to get the 17. And I make it clear that it’s not based on experience if it’s not.

Some of the really good caregivers that only have cared for grandma or grandpa, they could be really great caregivers. And if they think they’re only going to get 14 because they don’t have real experience in their mind, put in there it’s dependent on what the client needs in most cases, not on your experience. If that’s the case, do that because you don’t want people to think they’re going to get the bottom pay because they don’t have the wonderful experience that you’re looking for. That’s caregiver ad the headline. I think that might be the last slide, Valerie. We made it in time. Look at us. We have questions and answers still.

Valerie VanBooven RN BSN:

Yeah, we do have a bunch of questions. Some of them were just comments and that’s okay. This is our last slide though. I would recommend if you do nothing else and schedule a meeting with Dawn because she’s just a wealth of information about everything that has to do with marketing home care. ASNMarketingPlan.com/discovery or discovery/call, either one will get you to the same place. If you just want to go to our website and learn more, you can see everything you need to see. And the Home Care Marketing Mastermind, you get access to everything we’ve already talked about and everything we talk about moving forward. And it’s pretty cheap. If you’re our client, please, please make sure that your staff knows how to get… Or send us a note through support so we can get them added and hold them accountable because these are awesome videos.

If you go to ASNMarketingPlan.com/mastermind, you’re going to see the page with some testimonials on it about the Mastermind program. Lots of folks that are in the Mastermind on this call today, and we really strive to bring them something new and something different and something worth their while to show up every single Friday at 12 noon for about an hour, sometimes it’s a little more, sometimes it’s a little less just depends on the subject and we all get to talk to each other. And it’s a great way to support each other and learn a lot about marketing strategies and other things like KPIs and things like that. And coming up in January, because Dawn is so good at this, we’re going to release our Approved Senior Network Sales Training program. It’s for owners, it’s for marketers, it’s for whoever in your organization needs to learn about the specifics of marketing a home care agency and the best practices from a 15 year veteran.

She does such a great job and has so much energy and even down to who you should hire as your marketer or what you should look for in someone if you’re going to hire somebody at some point in your business career. Everything is covered. Literally everything about sales and marketing is covered in that program. We will announce more about that later. But that’s coming up. Let’s look at questions, Q&A. All right. First one is, “Has anyone else had their skilled nursing facilities or rehabs tell them that hospitals are not sending the knee and hip replacements, low discharges to home, therefore, no referrals, more challenging cases at the end of long term care?” I have not heard that, but it could be regionally, they’re not sending the knee and hip replacements, not sending them home, low discharges to home, therefore, and no referrals.

Dawn Fiala:

I’ve not.

Valerie VanBooven RN BSN:

I have not heard that. Could be dependent on, and I’m sure that acuity in home care is much higher than it used to be, but I had not heard that. A lot of people want to know, and we’ll put this with our email is going to go out with the replay of this, and I will put the link to how you get the posters that were on the wall. Lots of people are asking about that. And a link to where you can get those turkeys. We’ll give you those links. Four by six posters, “Where do you get the poster?” People like your posters. “I see this is being recorded. Will it be emailed? I have to watch it again. This has been amazing information and I want to watch it again to take more notes.” Absolutely. Nicole, this is being recorded. “How do you address a social worker that refers clients to A Place for Mom?”

Dawn Fiala:

Oh my goodness.

Valerie VanBooven RN BSN:

That’s horrible. They should not be doing that.

Dawn Fiala:

No, no, they shouldn’t be doing that. And I did hear that A Place for Mom has marketers out now in the field. And to that, I would say the Place for Mom, that person is not going to sit down in front of this client with the adult children and make that connection and be in charge of the care plan and be in charge of helping pick out the caregiver. That person’s going to hand out that referral to other people. You have to be careful about how you say that, but I’m pretty certain the social worker is not understanding how this works. That Place for Mom person is not going to follow this case through. They’re not going to be there when the caregiver doesn’t show up. They’re not going to be there through the whole thing. They’re taking it and giving it to a home care company.

And it is much better to work directly with the home care company. And you just have to talk about that very carefully. I just want to make sure you understand how A Place for Mom works. And I’m not saying it’s bad, it’s not a bad thing. You never want to say anything bad, just I will be with the family. I will be with my scheduling team, picking out the caregiver. I will be involved every step of the way. I will be there if something goes wrong. The Place for Mom, what they do is hand the referral off to another home care company and you won’t know who that is. The social worker won’t know. That’s a touchy one. But I do think if you handle it with kid gloves, you can get past that for sure.

Valerie VanBooven RN BSN:

All right. Valerie Darling says, I think she’s referring to the caregiver retention program, she wants it and she wants it now and tomorrow is not too soon. Yes, we can hook you up with the caregiver retention program and all those amazing texts. Rebecca Brown, hi, Rebecca says, “This is a great summary of what we do weekly in the mastermind group. This is a great group. It has made my job more exciting and enjoyable. Thank you for your support.”

Dawn Fiala:

Oh, that’s wonderful.

Valerie VanBooven RN BSN:

You’re so sweet. And last question I have here, and we’re probably going to make this the last one. “How do you market to a CCRC that has their own home care on site?” That’s a great question.

Dawn Fiala:

And that can be hard. Have I’ve done that before. Basically you have to start out as we will fill in if your company can’t do it, that is the start.

Valerie VanBooven RN BSN:

Help with staffing.

Dawn Fiala:

Help with staffing, help when they’re short. This is actually a good time to be able to do that because it is so short out there. We were doing a lot of staffing, a lot of staffing in SNF facilities all over the place because of the labor shortage. And that’s what I would do. I would say, “I understand you have your own home care company, that’s wonderful. But if you get in a pinch, we’re here.” And usually what’ll happen is they’ll like that one caregiver that you sent, and now they’re going to want this one caregiver. And of course they can’t hire the caregiver themselves because you have a non-compete clause in your agreement. And they’ll say, “Okay, we want her every Saturday from this time to that time.” And then maybe she’s out one day, you send another fabulous caregiver, there is a way to break in.

It’s much harder. It’s not going to be your biggest, where you’re going to get most of your jobs from. But a CCRC also has skilled nursing facility and many times there’s bedside sitting that needs to be done. And the home care company doesn’t do that. They only work maybe with the assisted living side of it. Always go see the skilled nursing facility as well because I’ve seen they don’t typically use the home care company for the staffing in the skilled nursing. They use it more in assisted and independent living or memory care. They don’t typically use it in the SNF. And there’s a lot of opportunity for bedside sitting in skilled nursing. They’re pulling their tubes out, they’re on new meds, there’s lots of things going on. They’re lonely. That’s another way to break into a CCRC.

Valerie VanBooven RN BSN:

Look for the chink in the armor. All right. And Renee also says, “The Mastermind meetings are the bomb. So useful. Lots of great helps.” Thank you, Renee.

Dawn Fiala:

That’s great. Thank you.

Valerie VanBooven RN BSN:

We appreciate all of you and we hope more people join and we have a really great group, but we’re always welcoming more people, whether you’re new or you’re old and you’ve been around the block for a while. Either way, I think it’s super valuable. I don’t have anything else. If you guys have enjoyed this, I hope that you will watch for our email, watch the replay, share it with your other staff members, owners, whoever’s out there, because we’d love to work with you in some capacity. And we welcome you to our Mastermind. If nothing else, we’d love for you to be there. Thank you, Dawn.

Dawn Fiala:

Thank you. Thank you everyone for coming. It’s been great. Bye-bye.

PART 4 OF 4 ENDS [01:29:25]

 

Valerie VanBooven RN BSN

Recent Posts

Categories
Skip to content