Also, people want their loved ones in a facility near them so the community is a good source. To my experience, adult care facilities most often are chosen mostly by word-of-mouth by a family member - people who have (or have had) loved ones in the facility, social workers at hospitals, and through the state agencies. It's only after that's established that you put together a marketing plan with activities to address those customer segment you target. The strategy, as you know, covers who their target customers are and segments them, where they find out about the product/service by segment, who the competition is, what the unique features of the company are, and then set some direction based on that - brand, pricing, product/service strategy, etc. It seems this would be worth some investment.Īt the very least, have them invest in a marketing strategy. If the place is only 3/4 full with room for 20 clients, this means the facility has an opportunity cost of $3750 per month profit by NOT getting word out and filling their rooms. That means each new client you secure is $750 per month. For each client, typically, costs are relatively high so it may cost $75 per day. That's revenue of $3000 per month (at least) per client. Typically, an adult care facility price tag is $100 or more per day. Start by letting the administrator know that expecting effective results on marketing with no budget is unrealistic. In reality, instead of doing a bunch of little things, if you add them all up and do one BIG thing that is done right to be effective, you can get results. But, because you haven't done any of them completely or effectively, you end up with no results. In situations like this, what you end up with is doing a bunch of little cheap things that are really your marketing budget. 10 times no budget is "nothing." You get what you pay for. There's no such thing! Properly designed, your marketing efforts should return 10 or more times what you invest. Without a budget implies the administrator is looking for great "free" ideas. ![]() ![]() The first thing I'd do is strongly suggest that the Administrator set up a marketing budget.
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