Most Skilled Nursing Facilities (SNFs) and Assisted Living Facilities (ALFs) are still following outdated methods for obtaining resident referrals. They seek referrals simply by meeting with doctors, social workers, or discharge planners at local hospitals. If their census is near 100%, this may be all they need to maintain a full census. But when a facility is sitting at 60-80% occupancy, it is time to update the methodology for seeking and obtaining referrals.
In October's edition of Provider Magazine, Patrick Connole has done a fantastic job of listing multiple sources for resident referrals. As he says in his article:
"The new world of long term care marketing has expanded the boundaries of where and from whom skilled nursing facilities (SNFs) and assisted living facilities (ALFs) seek referrals, from the old days of working only with discharge planners and social workers at hospitals to the 2010 version, where marketing targets practically anyone influencing seniors' post-acute care decisions."
He goes on to write:
"In addition to senior centers, post acute providers promote their services among themselves "home care, hospice, rehabilitation, SNF, ALF) and to those influencing seniors: estate planners, clergy, ophthalmologists, Meals on Whelles volunteers, pharmacists, paramedics, and many more stakeholders, says Rhoda Weiss, an international consultant, writer, and educator based in Santa Monica, Calif. "As the numbers of people needing post-acute care moves from seniors to younger generations suffering heart attacks, strokes, orthopedic issues, uncontrolled diabetes, asthma, trauma, and more, the SNFs, rehab facilities, home care, and other providers are expanding their marketing and rethinking strategies, tactics, and techniques," she says, tapping into her experience as past national chair the American Hospital Association Society for Healthcare Strategy and Market Development and ex-chief executive officer of the Public Relations Society of America."
Read the entire article here:
Other points covered in this article that are low cost: Putting up a Facebook page for your facility, use twitter to connect with other HealthCare professionals, Blog about Senior and Long-term Care.
Action Items for your Marketing Team:
- Continue visiting with Discharge Planners, Social Workers, and Doctors.
- Find ways to meet with Clergy--they typically know the health needs of the elderly worshipers in their parish.
- Get to know Estate Planners in your area.
- Set up a Facebook page. Use it to show off your facility, highlight vendors you work with who are doing an exceptional job, and give praise to your nurses and other employees.
- Get involved in the Senior Care Twitter Community. Currently, Pinnacleqi is following over 700 professionals across the country, who have shared countless insights, thoughts, articles, best practices, etc.
My next article will highlight how to use the Web in more innovative ways to reach out to potential residents, and make the decision making process easier for them.
Craig Christiansen
801-716-4161
info@pinnacleqi.com
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