Strategic Care

Most people already care. But do they turn that caring into more move-ins?

Caring is an essential part of success in senior care. However, just because you care does not mean people will move in and census will go up. You have to help people value your care. Strategic Care does that. It allows for the right people to recognize that you care and helps them to place the highest value on that care.

Strategic care makes it easier for people to: Recognize... Remember... Rave about... your facility and your staff.

So many times I have heard "This is our Activity Director, Maria" or something similar. It is polite and it accomplishes a function - an introduction. However, it misses an opportunity to communicate higher value. It lacks the key element of strategic care, so it becomes mediocre marketing

FAIR Mediocre marketing with little strategy involved.

" Here comes the Game Guru. (Maria will be encouraged to respond in a favorable way.) I'd like you to meet Maria, our Activity Director. She has an amazing knack for helping seniors with cognitive problems to enjoy playing games. " You have helped place value on Maria as a person. Plus, the fact that the issue of cognitive problems was mentioned will also add value to your services, in this case Activities. Of course, this would work best when speaking with someone who has a loved one with dementia (the right people mentioned in the definition of Strategic Care above.)

IMPROVED Look at and feel the difference when applying strategic care.

With an emotional introduction completed, now flow into your story. " She always gets embarrassed when I brag about her, but Resident Bob's family thinks she is a magician. When Bob came to us, he wasn't very social. It took patience, but Maria allowed him to stay in his comfort zone and just watch everyone else have fun. Then, little by little, she helped him increase that zone. Now he's one of the first people to line up to play. I think your Mom and Maria will be best friends."

VERY GOOD The story adds more value and provides evidence. TOP NOTCH Includes those who are in search of the value.

You have helped place value on Maria as a humble person and on her expertise by providing evidence. Plus, you have added the value placed on her by others -- an endorsement or testimonial. " If you want, I can give you a photo of the Game Guru in action, so your Mom can become familiar with seeing her face before making the move to Oak Tree Assisted Living." Now you are providing evidence of your willingness to serve and go the extra mile. Plus, you are providing a tool that allows an ally to take the value added by your strategic care and share it with others.

EXTRA CREDIT Taking this a step further, you could put technology to work for you and add...

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·  Tip #64: In Website Creation - Apply... ·  Tip #54: Every Facility Should Have A "Storybook" That Tells What They Are All About ·  Tip #53: Tell (True) Stories & Open The "Emotional" Door To Consumer Understanding ·  Tip #52: Motivate Referral Sources To Recommend Again By Keeping Them Informed Of Past Referrals ·  Tip #18: Target Needs & Emotions By Packaging Your Programs As "Innovative Services" ·  Tip #7: Don't conduct "tours". Create experiences that demonstrate your expertise and allow visitors to sample your care for themselves.