Successful SNF Marketing in a Digital Age

Successful SNF Marketing in a
Digital Age
HARMONY UNIVERSITY
The Provider Unit of
Harmony Healthcare International, Inc. (HHI)
Presented by:
Aaron Mandelbaum, VP of Marketing
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.

Speaker Bio
Aaron Mandelbaum has been responsible for the
demand generation intellectual property that has
helped generate more qualified leads while
decreasing the cost per lead. In addition, he has
authored internal lead generation processes and has
pioneered the use of inbound marketing inside the
professional services industry. The results produced
from this effort have placed him in the top 10% of
professional services marketers for key metrics such
as: blog subscription growth, Alexa ranking
improvement, landing page conversions, and
marketing generated pipeline.
Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc. 2

Objectives
The attendee will understand how the Internet
has changed the way marketing and sales need to
operate to be successful
The attendee will understand the components of
a digital marketing and sales strategy
The attendee will receive examples of digital
marketing best practices to be able to use and
apply in his or her facility

Tweet Me
@AaronMandelbaum
#SNFMarketing

Successful Marketing in a Digital Age
We live in a world where our decisions are impacted
by the results Google displays to us
When we have a question, we search Google
When we need a second opinion we turn to our
favorite social media outlet

It’s a Great Time To Be a Buyer
Buyers are becoming more and more comfortable
with technology
Information is easily accessible
Interruptions are avoidable
People aren’t open to engaging with you until they
have educated themselves and are almost ready to
make a buying decision

What is Marketing?

Marketing Is...
The process of communicating the value of a
product or service to customers for the
purpose of selling that product or service.
Wikipedia - http://en.wikipedia.org/wiki/Marketing

What is Inbound Marketing?

Inbound Marketing Is a Methodology
Promoting a company through blogs, podcasts, video
eBooks, eNewsletters, whitepapers, SEO, social
media marketing, and other forms of content
marketing which serve to bring customers in closer to
the brand, where they want to be.
Inbound Marketing earns the attention of customers,
makes the company easy to be found and draws
customers to the website by producing interesting
content.
Wikipedia - http://en.wikipedia.org/wiki/Inbound_marketing

Inbound Marketing Is Not..
In contrast, buying attention, cold calling, direct paper
mail, radio, TV advertisements, sales
flyers, spam, telemarketing, and traditional
advertising are considered ‚outbound marketing.‛
Wikipedia - http://en.wikipedia.org/wiki/Inbound_marketing

Inbound vs. Outbound

What Are Your Marketing Goals?

Marketing Goals
To build/maintain our website?
To mail brochures periodically?
To generate donations?
To grow our brand?
To increase our census?
Is there anything that I’ve missed?

To Generate Leads?

What Exactly Is a Lead?

How Would You Define a Lead?
A sales lead is the identification of a person or entity
that has the interest and authority to purchase a
product or service.
This step represents the first stage of a sales process.
The identification of the sales lead is referred to as lead
generation, a process conducted by either the
marketing or sales organization.
Wikipedia - http://en.wikipedia.org/wiki/Sales_lead

How Are You Currently
Generating Leads?

How Can We Generate Leads
From the Internet?

Generating Leads From the Internet
1. Content
2. Google
3. Website
4. Offers
5. Capture
6. Qualify
7. Nurture

The Way Google Thinks

Harmony Healthcare International, Inc. 22Copyright © 2014 All Rights Reserved
What Do These All Have in Common?

The Almighty Google
Google was founded by Larry Page and Sergey Brin
while they were Ph.D. students at Stanford
University
They incorporated Google as a privately held
company on September 4, 1998
Google’s mission statement from the outset was ‚to
organize the world’s information and make it
universally accessible and useful
Google’s unofficial slogan is "Don't be evil"

Google’s Algorithm
Determines the SERPs
Search Engine Results Pages
Rewards good behavior
Penalizes bad behavior
http://moz.com/google-algorithm-change

Google Yourself

Google Different Search Phrases
Google a general search phrase
Google your facility’s name
Google a specific search phrase
Do You Show Up?

Google: Nursing Home in Connecticut

Google: Jewish Senior Services

Google: Jewish Nursing Home Connecticut

3 Steps Of The Inbound Marketing Methodology
1. Get Found
a) Create
b) Optimize
c) Promote
2. Convert
3. Analyze & Repeat
30Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.

Inbound Marketing Methodology: Step 1
Get Found

Get Found
Marketing 2.0 has changed the way organizations need to
focus their marketing efforts:
1. Create; You must create dynamic, remarkable, and easily
sharable content that serves the purpose of both educating and
displaying expertise
2. Optimize; You must optimize your website and content for both
‚On Page SEO‛ and ‚Off Page SEO‛
3. Promote; You must continuously promote your content and your brand
through mediums like social media

Creating Content Your Buyers Love
Solution focused not product/service
based
Match content to the buyer’s journey
Awareness - Identify Needs
Consideration - Evaluate Options
Preference - Resolve Concerns
Content is more than text
Creating visual content for visual
platforms

Content is King!
60% of the sales cycle is over before a
buyer talks to a salesperson
Creating dynamic, remarkable, easily
sharable content reduces the cost per
lead

Content Can Be…
Blog articles
Webinars
Newsletters
Videos
Website resources
35Harmony Healthcare International, Inc.Copyright © 2014 All Rights Reserved

The Hebrew Home for the Aged at Riverdale
New York – www.hebrewhome.org

Get Found – Create Content
The Buyer Persona

1. Buyer Personas differ from your Ideal Customer Profile
in that an ICP focuses on an aggregate market and a
Buyer Persona focuses on an individual
2. Understanding your Buyer Personas will help you
communicate effectively to the individuals and help
facilitate their decision making process
3. By creating different Buyer Personas you will deliver to
your audience targeted, relevant and valuable messaging
4. Create content that educates and nurtures your buyers
5. Create content that will be found in Google’s SERPs
Get Found - Create – Buyer Personas

Persona 1 (Most senior person)
Focus:
Responsibilities:
Role in decision:
Persona 3
Focus:
Responsibilities:
Role in purchase:
Persona 2
Focus:
Responsibilities:
Role in purchase:
• I Can’t…
• I Can’t…
• I Can’t…
• I Can’t…
• I Can’t…
• I Want…
• I Want…
• I Want…
• I Want…
• I Want…
• Key Marketing Message…
• I Can’t…
• I Can’t…
• I Can’t…
• I Can’t…
• I Can’t…
• I Want…
• I Want…
• I Want…
• I Want…
• I Want…
• I Can’t…
• I Can’t…
• I Can’t…
• I Can’t…
• I Can’t…
• I Want…
• I Want…
• I Want…
• I Want…
• I Want…
I Cant… I Want… Key Marketing Messages
Buyer
•Do I have a problem?
•How does this problem relate to
achieving my goals?
•How painful is the problem?
•Who does the problem impact –
departments, users, employees,
decision makers?
•What are my peers doing?
AWARENESS PREFERENCEPersona Group Name:
•Description Bullet 1
Buyer
•Can I ignore this?
•Is there a quick fix?
•Can I fix it myself?
•Do I need help?
•What are my choices if I need help?
•How should I evaluate alternatives?
•How will others on my purchasing
committee evaluate alternatives?
CONSIDERATION
Buyer
•How long will it take to get this fixed?
•How much of our time do I need to put
towards it?
•How do I know the fix will work?
•How disruptive will it be?
•How much will it cost?
•What impact will it have?
•What happens if it doesn’t work?
PREFERENCE

Tulsa Jewish Retirement & Health Care Center
Oklahoma – www.tjrhcc.org

Hooverwood, The Indianapolis Jewish Home, Inc.
Indiana – www.hooverwood.org

Hooverwood, The Indianapolis Jewish Home, Inc.
Indiana – www.hooverwood.org
Relative of a Potential
Resident
Relative of a Current
Resident
Potential Resident
Potential Employee
Volunteer
Referring Physician
Take a Tour
View Calendar
Seek Employment
Volunteer
Donate
Contact a Resident
Learn About Adult Day
Services

One of the most cost effective and successful ways to
generate new leads, educate potential buyers, and
enhance your brand recognition is:
Blog

Blogging
Blogs are essential to Inbound Marketing
Companies that blog see 55% more
website traffic and 70% more leads than
those who don’t
Focus on your Buyer Personas
primarily, not just on Google
Blogs convert leads and demonstrate
authority, expertise and trust

What Do I Blog About?
Answers to your buyer’s questions
Recent industry related news
Hot topics
Revisiting old conversations and
articles
Guest bloggers
Thought leadership

Promoting Your Blog
On your website
On social media
Through email marketing
In your email signatures
In your professional networks
On your business cards

Analyzing Your Blog
Number of article views
Blog subscription growth
Most popular articles
Inbound links
Social shares
Comments

Blogging For Google
Companies that blog have 97% more
inbound links than those who don’t
Increase indexed pages
Ability to rank higher and more
frequently in Google’s SERPs

Blogging Tips
Pick a great, optimized title
Discuss 1 topic per post
Provide the reader with a key takeaway
Solve problems
Blog on a consistent schedule
Provide the opportunity for visitors to
become leads by subscribing or ‚raising
their hand‛

Jewish Home and Care Center, Inc.
Wisconsin – www.jewishseniorliving.org

Los Angeles Jewish Home
California – www.jha.org

Get Found – Optimize
Optimize Your Content

Dynamic,
Remarkable,
Easily Shareable
Content

Search Engine Optimization

1. On Page SEO: Is the continual process of placing targeted
keywords strategically on your web pages in order to
signal to search engines the meaning of your content and
improve the way you are displayed on results pages
2. Off Page SEO: The number of inbound links to your
website is one of the most important factors that search
engines use to determine the quality of your content and
display your website pages in the Search Engine Results
Pages (SERPS)
a) Google’s algorithm ranks sites and content higher based on endorsements indicated by the
social community
b) Endorsements are indicated by signals like ‚+1‘s‛ on Google+ and social sharing of content

Where Do the Clicks Go?

To the Organic Results

75% of people searching
Google never scroll past the
first page of results

Using your Buyer Personas, script out the
questions your buyers are thinking and
would type into Google
Create content targeted at answering those
questions
Create new, targeted, website pages using
those words that you want people searching
Google to find you for
Long tail keyword phrases

Jewish Senior Services
Connecticut – www.jhe.org

Get Found – Promote
Social Media

Is Social Media Right For You?

Out of the 56 websites that I
reviewed…

59% had social media profiles visibly
displayed.
More than half of you are using social
media.
Well Done!

For those of you that aren’t yet
using social media to engage
your audience…

There’s a good chance that your
competitors are.

Menorah Manor
Florida – www.menorahmanor.org

Copyright © 2014 All Rights Reserved Harmony Healthcare International, Inc.
73

Grow your social networks
Add social sharing buttons to all web content
when possible
Participate in social forums
Create social relationships with evangelists
Share great content

Connect you to your prospects
Increase the number indexed website pages
Help you rank for solutions to your buyer’s concerns
Share landing pages to convert visitors to leads
Build relationships
Offer customer service
Grow your reach
Humanize your brand
Provide public endorsements & social proof
Social Media Can…

Social Media’s Big 4
Twitter
The buzz generator: more activity and need less rapport
to establish a connection
Facebook
The humanizer: less frequent but more valuable updates,
‚like‛ a business page and receive their updates
LinkedIn
The professional: more formal, share industry and
business-focused content
Google+
The search optimizer: Great for local search optimization,
+1 buttons can improve click-through rates

Convert – Generate Leads

98% of website visitors never
return to your website
Convert

Optimizing Your Website
Attract
Convert
Close
Delight

Who Are You Optimizing For?
Website visitors and search engines
Focus on your Buyer Personas to get the right
website visitors
What appeals to them most?
Build an experience
Tell your story through content, design and
optimization
Be mindful of on-page SEO

Jewish Senior Services – “Build an Experience”
Connecticut – www.jhe.org

How to Optimize Your Website to Generate Leads
Deliver targeted, relevant, valuable
messaging and offers
Create offers for your Buyer Personas
Grow your marketing database with
permission!
Segment your database and subsequent
marketing initiatives
Optimize your website for Google and for
humans

Los Angeles Jewish Home – “What Appeals Most”
California – www.jha.org

Converting Website Visitors to Leads
Call-To-Action
Offer
Landing Page
Form

Create Compelling Offers
The majority of website visitors are not
ready to make a buying decision
Create offers for your Buyer Persona to
move them through the buying process
Always be giving
Attract the right kind of website traffic
Provide value and people will return

Landing Pages
Feature 1 offer
Website pages specifically designed to
convert unidentified website visitors to
identifiable leads
Trade your offer for their information
Landing pages are like digital sales reps
Work for you 24/7
Gather information about your leads for
marketing and sales

Anatomy of a Landing Page
Conversion process
Website call-to-action
Landing page
Thank you page
Landing page framework
Clear, concise, compelling headlines
Explain the value of the offer to your buyer
Use bullet points
Select the appropriate number of form fields
Remove navigation and links
Include a relevant image or video
Add testimonials when relevant
Leverage industry awards/recognition
Measure submission rate to understand landing page’s success

Jewish Community Housing for the Elderly
Massachusetts – www.jche.org

Montefiore Home
Ohio – www.montefiorecare.org

Cedar Sinai Park
Oregon – www.cedarsinaipark.org

Cedar Sinai Park

Lions Gate CCRC
New Jersey – www.lionsgateccrc.org

Convert - Email Marketing
Why Is It So Important to Grow Your
Opt-In Marketing Database?

Permission = Equity
Spamming = Unsubscribe
http://www.business.ftc.gov/documents/bus61-can-spam-act-
compliance-guide-business

Cedar Sinai Park

Target different Buyer Personas at different stages of
the buying process
Segment by geography, content
interest, age, gender, role in decision making process
Each email you send should contain an offer of value
Build relationships: brand awareness, trust, lead
generation, boost social interaction
Nurture relationships: drive sales, build customer
loyalty, educate or up sell

12 Email Marketing Best Practices
1. Identify a specific goal
2. Segment your list
3. Personalize when possible
4. Create consistency between ‚from name‛ & ‚from email‛
address
5. Use actionable language
6. Create clear & compelling subject lines and email copy
7. Write mostly in the second person
8. Focus on benefits and not features
9. Be brief
10.Have a concise signature and footer
11.Test your email
12.Analyze your email

10 Important Email Marketing Metrics
1. Bounce rate
2. Deliverability rate
3. List growth
4. Click-through rate
5. Email sharing
6. Conversion rate
7. Revenue per email
8. Open rate
9. Unsubscribe rate
10. Conversion rate – Most Important

5 Different Types of Emails to Send
1. Email newsletter: summary of content,
news, sent out regularly
2. Email digest: tend to have a more simple
design than a newsletter
3. Stand-alone email: highlight a new
marketing offer
4. Lead nurturing email: great way to engage
with targeted automation
5. Transactional email: tend to have high click-
through rate

Analyze & Repeat

Website Analytics - Pageviews & Bounce Rate

Weekly Sales & Marketing Reporting

Final Thoughts…

Register online
http://info.harmony-healthcare.com/harmony2014
or by phone (978) 887-8919 ext. 13
Use Promo Code AJAS to receive $50 off the ticket price
Register Online

Questions/Answers
Harmony Healthcare International
(978) 887 - 8919
www.Harmony-Healthcare.com
amandelbaum@harmony-healthcare.com
@AaronMandelbaum
@Harmonyhlthcare
facebook.com/HarmonyHealthcareInternational
H linkedin.com/company/harmony-healthcare

Harmony Healthcare International
Contact us for a free
Resource Utilization Group (RUG) Analysis
A Harmony Healthcare International Medicare Utilization
Analysis (RUG Analysis) is an in depth review of a SNF’s
historic RUG utilization over a period of several
months. Viewing data over a time series allows Harmony
to dive deep into the clinical trends that drive daily rates
and monthly Medicare Revenue.
Email us at for more information
RUGS@harmony-healthcare.com

Successful SNF Marketing in a Digital Age

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