Leslie Newlife

Creating Sales Strategy Action Plans for Senior Living Communities

Creating Sales Strategy Action Plans for Senior Living Communities

One of the biggest benefits about having an effective online presence for your senior living community is the inbound sales leads it helps generate. If you don’t have an effective sales strategy, your inbound marketing efforts could be going to waste. A good strategy will not only help focus your sales team’s efforts but also effectively guide prospective residents through the sales process.

Writing the sales strategy doesn’t have to be hard, either. Here is a simple five-step sale strategy action plan that can help your team convert more of your inbound sales into happy residents.

Writing Your Sales Strategy Action Plan

Qualifying Prospective Residents

Your sales team should take time to determine which prospects are the most qualified and the most likely to turn into residents. More qualified leads should get more of your sale’s teams time and attention. Take factors into consideration such as:

  • Engagement history
  • Demographics

Personalizing the Sales Presentation

An inbound lead has already done their research. They’ve read your sales pitch on your website and agree that it might be the right fit for them. They are already informed; now they want more information. That’s why your sales team should personalize the presentation for each lead. Tailor the presentation to their needs and give them more specific information about your facility.

Overcoming Sales Objections

Discover what’s holding people back from signing on the dotted line. Each prospect will have specific concerns or objections to closing the sale with you. Your sales team should know what those common objections are and how to respond to them. For many senior living communities, common sales objections include cost, care, and the happiness of their loved one.

Creating Closing Techniques

Perfecting closing techniques is an area that many salespeople struggle to master. Formalizing a few techniques can help them develop their skills in this important area of the sales process. Develop a few closing techniques they can use, such as closing with a question or a special offer to urge a decision.

Developing a Timeline

Research about how long the sales process takes for your senior living community. Does the timeline change with different inbound channels or different demographics? You’ll be able to better estimate when to move leads to the next step or cut them loose when you know average timelines.

Looking for Help Marketing Your Senior Living Community?

We can help. Contact the New LifeStyles team today to learn more about our services.

A Guide to Elder Abuse Prevention

No Elder Abuse imageElder abuse is a reality for 1 in 10 American seniors. Researchers estimate that people only report 1 in 14 cases. Family, friends, and caregivers are all possible perpetrators of elderly abuse towards seniors living at home. While not a new occurrence, researchers expect elder abuse reporting to increase along with an increase in older populations. Seniors will naturally want to protect themselves, and family members can learn about signs to look for and report if family or paid caregivers are engaging in it.

Types of abuse

Exploitation of seniors for their money can be the most insidious type of abuse, because due to the senior receiving care, attention and affection, it looks consensual. Financial abuse accounted for approximately 30 percent of elderly abuse in a 1996 study. It is difficult to pinpoint when family members are the perpetrators, due to their complex dynamics with the senior and other relatives.

Concerned relatives can keep in mind that financial abuse involves withholding and controlling resources, such as taking a senior’s disability or social security checks. Perpetrators may get seniors to sign over property or financial control under duress or altered mental states. Sometimes financial abuse comes with other forms of abuse, such as neglect, physical and verbal or emotional abuse. Disabled seniors and seniors with dementia or seniors who are otherwise dependent are also at risk for the second most common type of abuse: physical. Contrary to popular belief, however, it is the more independent seniors with financial and physical independence who experience pure financial exploitation. Abusers take advantage of continuing this appearance.

The solution? A relative asking to take a look at expenses and documents would be more out of concern than nosiness. Alternately, you can get an accountant or a lawyer. Seniors get a second or third opinion and that’s always a good thing.

Elder abuse laws

Interventions to reduce senior abuse by caregivers involve psychological screening of caregivers and state laws regarding the necessity of investigating and reporting abuse. It is state law rather than federal law that addresses elder abuse. The elder abuse statutes in forty-eight states and the District of Colombia mention financial abuse but differ in its definition and accountability. They also differ as to whether there’s protection specifically for seniors or all incapacitated or vulnerable adults in general, whether financial abuse must consider the senior’s decision-making ability and what age constitutes seniority. Seniors and their loved ones can report abuse via a local Adult Protective Services office.

Prevention

  • practicing good healthcare
  • creating a living will or setting up a power of attorney
  • periodically reviewing your own will
  • getting involved in community activities and social support groups
  • setting up direct deposit for checks
  • taking care of your own mail
  • not giving sensitive personal information by phone

Seniors can empower themselves by maintaining personal control over their finances and health as much as physically possible. Studies on caregivers show that they don’t prioritize their own health and so benefit from addressing substance abuse and mental health problems. They also benefit from respite care as a “short break” to reduce interpersonal stress.

Your Nursing Home Should Host a Community Easter Egg Hunt

Nursing home care is a topic that the average person avoids thinking about. Most people don’t research or look into nursing home care for Easter Bunny imagethemselves or their loved ones until they are presented with an active need. However, when nursing homes host community events, they have the opportunity to make a great first impression with the people in their community before a need ever arises.

One really fun way to reach out to your community is to host an Easter egg hunt. An egg hunt draws in people of all ages. Young children attend egg hunts along with their parents and grandparents. An egg hunt can be advertised as a Facebook event. You can also post about your egg hunt for free in local community calendars. Most egg hunts are held the Saturday before Easter. That said, if you want to attract a larger crowd, you could choose to host your Easter egg hunt two Saturdays before Easter, or on a Friday evening instead.

The most successful egg hunts have candy filled plastic eggs separated into different areas for different age groups. You can offer “prize” eggs by putting a slip of paper that says “winner” into specific eggs. When a child finds a winning egg, they bring their slip to the prize table and exchange it for a prize of their choice. You can purchase cheap prizes at your local dollar store, or ask for prize donations from local business. If you expect to repeat the egg hunt next year, ask participants to return their plastic eggs into containers you provide, after they have collected the candy from them.

In addition to the amazing opportunity to bring community members into your nursing home, your residents will love seeing all the little children hunt for eggs. You can maximize the residents’ joy from their young visitors, by inviting the children to participate in an “Easter Parade” through the hallways before the hunt begins. Play music on a wireless speaker and lead the children and their families through the hallways, encouraging them to wave at  and blow kisses to the residents. When you help community members build happy memories with their families, they will remember you when anyone they know is looking for nursing home care.

4 Ways to Save Money on Durable Medical Equipment

by: James Fleming

The ever-growing cost of healthcare is rarely more prevalent than in the price tag associated with home medical equipment. If you are in need and looking to save money, don’t miss this quick guide:

What is Durable Medical Equipment?

Often referred to by its acronym, DME, durable medical equipment is any tool or device that generates therapeutic benefits for a patient with a diagnosed medical condition or illness. DME is durable which means it can withstand ongoing re-use and can be utilized in the home. Some examples of DME include:

  • Mobility aids like a knee walker scooter, cane, or wheelchair
  • Hospital beds
  • Pressure mattresses
  • Nebulizers
  • Oxygen equipment
  • Hoyer lifts
  • Kidney machines

If you or a loved one experienced an immobilizing injury as the result of a fall, a wheelchair or walker may be prescribed by your doctor. That type of equipment qualifies as DME. One of the most important aspects of DME, at least when it comes to insurance coverage, is that the equipment would be of no use to you if you did not have your medical condition.

How to Save on Durable Medical Equipment?

When it comes to purchasing or leasing DME, pretty much every piece of equipment is available at a retail price for someone looking to pay out of pocket. The costs can be astronomical, however, which is why it is important to either get it covered by health insurance or find deeply discounted options when possible. Keep these helpful tips in mind when shopping:

Get a Doctor’s Order

A prescription from your doctor for a specific assistive device will trigger a process by which insurance connects you with local providers and covers some or all of the cost of the equipment. While the journey from seeing your doctor and receiving the equipment can take anywhere from a couple of weeks to a couple of months depending on the provider and type of device, this is the primary way to save money.

Similar to writing an order for home health care, a prescription for a medical device that aids your specific condition needs to be written by your doctor. In addition to the order, your doctor will also have to provide medical history information and evidence that effectively backs up their recommendation. If approved, an insurance company will have a local medical equipment company contact you in regards to fulfilling the order.

Check a Local Lending Library

You might be surprised to find out that lots of senior-focused organizations like the National Council on Aging and elder resources nonprofits offer free DME lending programs for adults over 65. The programs are donation-based but can be a true asset, especially if you need temporary medical equipment, like crutches.

These types of programs collect gently-used equipment that other people have donated and then clean and repair it as needed for lending. Most often, if you are in need, you can get on a list to be notified when the tool or device you require becomes available. You may be asked to sign a form saying you are borrowing the equipment and will return it when you are finished using it.

Sometimes churches and regional medical resource centers will also offer medical equipment exchange programs so it is definitely worth looking around. Either search online or contact your nearby Council on Aging to see what programs they may know about.

Look Online

In the digital age, it’s no surprise that an array of discounted, quality medical equipment can be found online. Whether it’s on big sites like Amazon or independent DME distributors, your chances of finding the item you need on the internet are high.

When shopping online, make sure to watch out for steep shipping costs and always check product reviews, they can be illuminating and save you an expensive purchase you regret.

Try the Pharmacy

With senior care demand on a rapid rise, more and more pharmacies are taking cues to stock up on home medical supplies that can effectively improve a senior’s quality of life. Everything from mobility aids to bed rails, grab bars, toilet seat risers, transfer benches, overbed tables, even lift chair recliners are available at pharmacies or their online websites.

In addition to purchasing items in-store when they are on sale, one way to save money is to sign up for the store’s rewards program. If you’re going to be picking up prescriptions and medical equipment there, might as well earn rewards points that qualify you for special coupons and cashback the more you shop there. Pharmacies often include you in sweepstakes to earn even bigger savings too simply for completing things like online surveys.

Tips for In-Home Caregivers Who Notice Seasonal Depression on Client Visits

Depressed senior imageSeniors are not exempt from seasonal holiday depression. In fact, they are likely to become depressed during holidays for several reasons. Many of their friends may be far away or may have passed over the last few years, and often they are isolated from social contact with others.

Whether you are caring for a senior or know someone who fits this description, there are several things you can do to help avoid or manage seasonal depression.

Suggest To Families That They Visit More Often

Loneliness is a prime contributing factor to seasonal depression. Visiting someone you know is alone, and inviting them to your home for holiday celebrations can give them a boost and a chance to interact with people. If your senior is physically able, you can ask them to help in preparations and cooking to make them feel more at home. If not, then inviting them to eat with you or join group games is something you can do. For seniors who are seriously disabled or ill, stop by their home and sit and talk to them once or twice a week to help them feel more included. You can also take videos of your holiday preparation to show them when you visit.

Make Sure They are Healthy

Physical ailments can easily lead to moodiness or depression. As a concerned caregiver, make sure your senior is taking their medication, getting exercise, and visiting the doctor regularly.

Invite Them to Mild Exercise

Mild exercise is good for seniors as it stimulates the body and mind. Invite your senior for a short walk or yoga class if they are able to take part. Getting outdoors is good for seniors as long as the weather cooperates. If you can’t exercise outdoors, then try visiting a museum or go shopping to get some walking in.

Add Some Natural Light

If you live in an area that is devoid of much sunlight, try adding extra light in the home. Many people find that full-spectrum light can help alleviate depression because it mimics natural light.

Add Laughter to Their Day

Laughter truly is the best medicine and you can help your senior better enjoy their day through playing games, reminiscing, and trying something silly. See if you can find something fun to add to your senior’s life by sparking laughter. Laughter is a good way to improve your senior’s mood.

The Pro’s and Con’s of Pet Ownership for Seniors In Their Homes

Pets play important roles in many senior’s lives

The pro’s and con’s of pet ownership for seniors are important when Dog cat imageconsidering a new dog or cat to join the household because each family and pet is different in many ways. A good fit makes for a good outcome, a happy life together for the pet and everybody involved.

Cats, dogs, and birds often provide companionship and emotional support to their human family members. Seniors are no different from younger pet owners who live with pets as members of the family because of love and companionship. Often the pet fills an empty nest or empty heart in a senior’s life when a partner or child is no longer here.

Pets come with responsibilities like other family members. These pro’s and con’s can help seniors and pets be a good fit for a long happy life together. 

Pro’s for pet ownership for seniors

1. Pets provide companionship to seniors who spend long hours alone in their homes.

2. Pets provide seniors with something to do during the day and exercise.

3. Pets and seniors enrich each other’s lives.

Con’s for pet ownership for seniors

1. Seniors who are use to living alone may not adjust to the demands and noise pets make on a daily basis. Some dogs bark to much when visitors come by and some cats require more attention than other cats.

2. The pet overburden the senior owner with responsibilities, such as the daily potty walk or clean-up, unexpected veterinary bills or regular grooming visits.

3. Some pets do not fit well in senior households due to the pet’s temperament, training or bad habits.

One of the best ways to decide if a pet is the right choice for senior ownership is to discuss the pro’s and con’s with the senior so they can decide if a pet is best for their lifestyle.

Mobile Dentistry Benefits for an Aging Community

by: Dr. Greg Grillo (dentably.com)Dentist image

A mobile dentist is a dentist who provides access to in-home dental care to someone who may otherwise not be able to visit a dental office. A dentist may have a mobile dental clinic of their own or it may be a service offered at one’s dental office. I have been practicing dentistry for 17 years and believe everyone should have access to high-quality dental care. Unfortunately, this access is becoming a major problem facing dentistry today. Because of this, mobile dentistry has been on the rise. Having a mobile dentist visit one’s home can be especially beneficial to aging individuals who may have a hard time getting to a dental office. Here’s why.

  1. Save time

Mobile dentistry can be beneficial to maintaining good oral hygiene as you get older. As one ages, there are other health-related ailments that an individual might suffer from. Because of this, oral hygiene can, unfortunately, take a back seat. In fact, according to the American Dental Association, one out of every five people over the age of 75, haven’t seen a dentist in the past five years. This is concerning because along with other health-related issues, there are many dental concerns among senior citizens.

In order to continue having a healthy mouth, a mobile dentist is very beneficial. Since mobile dentists visit the individuals home, scheduling a mobile dentist can save caretakers time by not having to drive to the dental office. Mobile dentists will also often visit senior care communities and service many patients at once. Eliminating the time and stress of finding transportation makes it much easier for senior citizens to receive dental care.

  1. Dental emergencies

 Dental emergencies are a serious concern among senior citizens. Individuals over the age of 60 are more prone to dental conditions such as cavities, gum disease, and tooth loss. As mentioned before, access to transportation makes it difficult for the elderly to receive the dental care they need. If someone experiences a dental emergency, there may be no way for them to receive care which can lead to potentially life-threatening situations. This is where mobile dentistry might be useful. Like regular dental clinics, most mobile dentists have available on-call emergency hours. Having a dentist available to visit a patient’s home when they experience a dental emergency could save their life. This is why mobile dental clinics are important.

  1. Other mobile health care providers

There are other mobile healthcare services that many doctors provide for the elderly. Podiatrists, x-ray services, and even primary health care providers often have mobile services for senior citizens and senior communities. It’s essential that individuals are still able to receive the care they need and it can be stressful for caretakers to schedule and provide transportation to various appointments. With mobile health care providers, it can be much easier for seniors to receive care. That’s why more and more health care offices and businesses are providing mobile services to patients.

As one ages, it is essential to their overall health and well-being that they continue to receive dental care and practice good oral hygiene in their home. The reason many senior citizens don’t seek dental care from a dentist is it’s not easily accessible to them. However, with mobile dentistry, a dentist can visit their home and provide them with treatment. This makes it much easier for aging individuals to receive the dental care that they need.

Ways to Attract More Home Care Clients

In 1985 older adults accounted for 11% of the U.S. population. By the year 2030, that number is expected to rise to 20%. Today, there are more than 46 million Americans over the age of 65, and by the year 2060, that number will more than double to more than 98 million and the elderly will comprise of nearly one in four U.S. residents.

The statistics alone confirm the importance of health care services for the elderly. Whether it’s nursing homes, hospice care or home care, the need for these services will  increase substantially over time. As a home care provider, it is up to you to convince potential clients, and their families, that home care is the best option and your services are better than your competitors.

After more than seventeen years of working in the home care industry, I have learned what potential clients, as well as their families, want to hear the services you provide in order to make the best decision for themselves. Here are three advantages I have discovered to be most important when choosing one home care provider over another.

  • First thing: Independence. In many cases,  independence is one aspect of life that a potential client can control. Home care allows individual the ability to maintain their regular schedules and routines, and the choice of when to eat, sleep and bathe. Independence is an important luxury to someone who feels as if they’ve lost control of everything in their life. Ensuring your potential client that home care will allow them to maintain their independence can significantly increase their interest in your services.
  • Second thing: Cost. Perhaps one of the most beneficial reasons for a client to choose home care is it costs significantly less than other forms of care. Many people over the age of 65 live on a fixed income, and with the cost of living and healthcare steadily increasing, saving money might be crucial for them and their families.
  • Third thing: Health. The risks for contracting a sickness or an infection while in hospital or nursing home environments are significantly reduced when choosing home care instead. With in-home care, the client is allowed to receive medical and personal care in the comforts of their own home. These options might increase the chances of the potential client and their family members choosing to use your home care services as opposed to alternative services.

One important thing to remember is to take advantage of the fact that the pros of choosing home care can outweigh the cons. You just have to know what services your potential clients feel are most important. In my experience, the three aforementioned concerns are most desirable.

5 Ways for Caregivers to Avoid Guilt

by: Nicole Hanna, Executive Director, Vineyard HendersonTips image

Bio: With over 20 years of leadership experience with an expansive skill set in dementia education, training and support, long-term care, nursing, senior fitness and rehabilitation, Nicole brings expertise in operational efficiencies and leadership development, while prioritizing the quality care and happiness of her community.

With more Americans living well beyond their 70s, more adult children are left in a position where they must be caregivers for their aging parents. Pressure comes from all sides, including the judging eyes of others in our society determining that something is “right” or “wrong,” family relationships and dynamics, and finances.

Caregiving can take a big toll on families. Some families can mend their differences and come together to focus on the best interests of the parent or parents. Others simply look for the most cost-effective solution and write a check, to be spared dealing with the day-to-day details. The bottom line is that almost all caregivers experience guilt over what they could be doing or what they feel they should be doing.

The importance of boundaries

Setting boundaries in these familial relationships are vital to protecting your health. However, boundaries are often crossed or neglected, especially in the rushed and seemingly endless hours of caregiving.

Caregiving is more effective for all parties involved when limitations are set. Knowing that you have a set boundary will allow you as a caregiver to be more open-hearted and relaxed when taking care of your loved one. For example, knowing that you have a break coming up may be exactly what will give you strength to push through two hours of a challenging day.

Having the opportunity to serve in the healthcare and hospitality industry for a few decades leading up to my current role at Vineyard Henderson has allowed me to witness firsthand the impact that caregiving can have with my team, my families, and my residents. Getting to sit with so many to discuss frustrations, fears, confusion, anger, sadness, and so many emotions that join this ride through life, it is often so important to remember the basics and reevaluate our actions to have greater benefit for us as caregivers and for others that we provide care to.

There are five essential ways that I’ve found for caregivers to reduce or avoid guilt.

  1. Learn to say no

People are going to make unreasonable demands – that’s what people do. But here’s the thing: Just because someone asks you to do something doesn’t mean you should do it.

  1. You are not responsible for how others feel

It’s not your job to make everyone else comfortable all the time. Your loved one’s annoyance isn’t an indication of your incompetence; it’s a sign of their discomfort.

  1. Expect a little guilt

Guilt won’t kill you. Guilt is normal. Unless you’re an enlightened being, you’ll feel guilty as a caregiver. But also know this: guilt is the ego’s sneakiest disguise. So, acknowledge guilt when you feel it, let it roll over you and then move on. Because if guilt is motivating you to say yes when you want or need to say no, then it’s limiting your potential to have the impact you were born to have.

  1. Manage your boundaries

Set boundaries with yourself. Treat your superego – the one who wants everything to be perfect — like the person who just asked you to volunteer for a big job at your kids’ school. You have to respond to this voice in your head just like you would an actual person who is making suggestions that require a firm “no.”

  1. You are enough

Your being is more important than your doing.  Whatever you’re doing to please other people is only temporary relief for that deep feeling of uneasiness about yourself that almost everybody has to some extent. Nothing you do – whether good, bad, or great, can change the fundamental awesomeness of who you are. You are enough without DOING anything.

Caregiving is a very important task, and regardless of how big your role in the caregiving may be, it puts a lot of stress on everyone involved. Take heart that you are not alone.

3 Simple Steps to ROI Reporting for Your Social Media Marketing Strategy

social media imageOne of the biggest marketing strategy misconceptions is the idea that social media marketing is “free.” This word tends to excite business owners, having them hope for instantaneous and effortless success. The result from this misconception is too often underwhelming and frustrating, but it doesn’t need to be.

Social media marketing is not free. Even without launching paid advertisements on social media, there are content creation and management costs in a successful social strategy. However, social media marketing can be an extremely effective and substantially lower cost option than many traditional content strategy methods. In a 6th Annual Report on Social Media Marketing, Social Media Examiner found that, “by spending as little as 6 hours per week, over 66% of marketers see lead generation benefits with social media.” Good content (through any channel) takes time, skill, and maintenance. Demonstrating ROI through social media can be a challenge, but it is possible.

Social Media Marketing Strategy: How to Measure ROI

Set Actionable Goals

The first step in any strong content strategy is defining concrete goals. Social media marketing is no different in this regard. To measure ROI, you need to have a clear understanding of what campaign success would look like. Are you hoping for an increase in traffic, newsletter sign-ups, content downloads, or product purchases? Establish an average of your current stats for these goals before adding social media; this will give you a clearer picture of how social media impacts your goals.

Short Links

When sharing your content on social media, the use of short links can make traffic easily measured. Before posting your content to your social media channels, shorten the URL with a service like Bitly to track clicks, referring channels, and even location demographics.

UTM

Creating UTM parameters for your campaigns “allows for analytics to interpret the origin and basic engagement information about the visitor.” UTM parameters are tags added to your URL that provide insight into your audience source, channel, keyword alignment, and content element creating engagement in your campaign. Incorporating these elements into your social channel content design supports clearer ROI measurement.

Analytics User Flow

In addition to referencing specified UTM engagement, your analytics user flow/path can support clear insight into conversion success. Creating a download/sign-up/purchase confirmation page enables you to drill down your analytics for conversion source. Follow your audience from acquisition source (social media channels vs. other sources) through product pages, to the shopping cart, check out, and confirmation page. Ensure your confirmation page is not indexed to avoid search traffic. So, while social media is not free, there is immense value in a social content strategy, and reporting social ROI can be relatively simple with the right insight and tools.