Marketing is a way to increase awareness about your brand and grow your business. Business owners know the services and products inside and out but often could use a little help increasing their media savvy skills. Here are some easy ways to super charge your marketing efforts!
The Pitch
Defining what your business is all about is crucial for customers and your community to understand your brand. Your pitch can be a media kit, business fact sheet, or portfolio. These included info such as the business history, staff bios, company mission, and product/service menus. Think of this as your business's resume. The goal is to pitch what makes your business unique and sells the reader on why you.
Public Relations Contacts
This is an ongoing database of public relation contacts in your industry and area. Examples include local newspaper editors, reporters, TV and radio producers, or industry publication editors. You can meet and greet local PR reps at chamber of commerce or other events. Also look at the sources websites for emails and mailing address. You want these people to love you and your services to help promote your business.
Press Releases
Now that you have your PR list you need to send them newsworthy information. Press releases are generally a one-page document that highlights special events, new employees, or cutting edge services. Need help on writing the perfect press release - click here for my previous blog on "Press Release - How To Guide". The key here is to send meaningful press releases that are worthy of publishing. Avoid PR overkill that can land you on the black list. Be sure to find the happy medium between sending frequently but timely, relevant messages.
Your Guest List
Sometimes we forget to tell our current customers all the great happenings your business is involved in. Keep in mind your patients when creating your press releases. Maintain and continually update email, mailing addresses, and phone numbers of all clients. Tie in some of your press release efforts into your monthly newsletters. Sharing good news drives further customer loyalty and may entice them to take advantage of your new offering or join you at your next charity event.
Marketing is an ongoing quest. Marketing isn't something you set and forget. You want your business to create buzz and be out in your community. With a bit of effort and some tenacity you can be your own Marketing Maven!
Have some marketing tips to share with our readers? Post them below!
Thursday, April 28, 2011
Tuesday, March 29, 2011
Increase retail sales with Suggestive Selling!
For the DME and HME providers, adding or boosting your retail sales is one way to combat the competitive billing situation swirling around us. Suggestive selling is a technique used to sell retail products in a non-pressuring way. Sometimes the hard sell approach can have your customers running the other way. Utilizing a softer approach to win over your customers and increase your sales!
Here's how to incorporate suggestive selling techniques:
Here's how to incorporate suggestive selling techniques:
Script - Create short scripts to help start the product discussion with the customer. Probing questions such as are they having any mobility or pain issues? If they are currently using other equipment, what do you like about those items or are they having any problems? This lets the staff member know areas which are appropriate to recommend or problem solve. Providing your staff with key attributes can provide competitive advantages to educate and promote the product. Facts such as... "93% of users said this product relieved pain instantly... or 98% of users increase their activity levels" provide benefits and data. Ask your vendor for these tips or pluck them off their provided sell sheets. If possible, offer clients a try before your buy promotion. Be sure to note what samples you provide on the client's record and follow up via phone call or email to see how it is working.
Star Power - Celebrity endorsed brand can be a selling magnet. Whether we love or hate the certain celebrity brands they definitely can move retail items. Be sure you prop these products with photos of the celebrity. You can also take this to a more hometown level by working with a local community celebrity such as an elected official or community director. Host an event to tie into their cause and be sure to take some PR photos!
Cross Merchandising - Propping correlating products together offers the opportunity to introduced clients to products they might not have tried. Maybe you have a best selling cane line prop it next to your new insole products. Create catchy signage such as "Use together to walk better -and pain free!".
Visual Merchandising - Create an inviting and attention catching retail area. Your business needs to look the part. Copy those retail powerhouses - department stores. Make retail displays that speak to the season, your latest product promotion or upcoming event. Tie in retail paper shopping bags, tissue paper, and promotional packaging of items in group sets. You can also create magic tables (just like those department stores). Take a circle table, drape it with a white cloth, and create a featured display. Ideal for a try me area where customers can play with the products or to feature your monthly promotion such as new brace or pain relief cream.
There you have it. See that wasn't so bad! Selling retail products can be fun, adds value for your client's experience - and increases your bottom line. Try some of these tips today and share your ideas below. Happy Selling!
Thursday, February 24, 2011
Grow your business with Referrals!
One of the best ways you can grow your business is with a recommendation from a customer you have already served. Many of us shy away from obtaining referrals. We believe it will be an uncomfortable interaction and could lead to rejection. Here are a couple of easy – and fun – ways to create a referral program without having to truly ask for a referral!
Transaction Based
Completion of a service is the perfect time to reach out for a referral. One option is to educate your patient that you have a new referral savings program. Staff member says, “If you loved the service you received today, we would love to share the news with your friends and family! As a thank you for your referral you will save 20% of your next visit and so will your friend”. Hand them a referral postcard card. They can simply fill it out and drop off in at our location or mail it back. There is no pressure on your staff or your customer. You collect the referrals and contact them with their special offer. Another option is send postcard mailing directly to your client list with this same offer. Basing your referral request on a transaction by providing a percentage off or a free product with service will drive new customers and gives your loyal clients a bonus for helping you grow.
Sweepstakes
Host a Referral Sweepstakes contest in your business. You can tie it into any promotion. From Oct 1st to Dec 20th hold a referral sweepstakes giving away a free vacation to a sunny locale or a weekend at the spa. Have signage through out your business showcasing the contest. Each referral a customer passes your way allows them another entry in the contest. Follow up with the referral name right away. They should receive a gift or discount for trying your services. Then draw the winner at the end of Dec. Feature the winner in your business newsletter and promote them at your location.
Health Fair Participation
Being involved in your local community can help build your brand and create awareness of your business. Many places host local health fairs that help promote all kinds of health related items from increasing fitness, healthier foods, to various local doctors. Sign up and host a booth at one of these fairs. Give out information packets and offer a discount for new customers. These events create buzz and refer new business your way.
These are a few ideas to get you started. Modify these ideas and make them your own. Please share your own referral program idea or comments below. Create excitement and watch your business grow!
Transaction Based
Completion of a service is the perfect time to reach out for a referral. One option is to educate your patient that you have a new referral savings program. Staff member says, “If you loved the service you received today, we would love to share the news with your friends and family! As a thank you for your referral you will save 20% of your next visit and so will your friend”. Hand them a referral postcard card. They can simply fill it out and drop off in at our location or mail it back. There is no pressure on your staff or your customer. You collect the referrals and contact them with their special offer. Another option is send postcard mailing directly to your client list with this same offer. Basing your referral request on a transaction by providing a percentage off or a free product with service will drive new customers and gives your loyal clients a bonus for helping you grow.
Sweepstakes
Host a Referral Sweepstakes contest in your business. You can tie it into any promotion. From Oct 1st to Dec 20th hold a referral sweepstakes giving away a free vacation to a sunny locale or a weekend at the spa. Have signage through out your business showcasing the contest. Each referral a customer passes your way allows them another entry in the contest. Follow up with the referral name right away. They should receive a gift or discount for trying your services. Then draw the winner at the end of Dec. Feature the winner in your business newsletter and promote them at your location.
Health Fair Participation
Being involved in your local community can help build your brand and create awareness of your business. Many places host local health fairs that help promote all kinds of health related items from increasing fitness, healthier foods, to various local doctors. Sign up and host a booth at one of these fairs. Give out information packets and offer a discount for new customers. These events create buzz and refer new business your way.
These are a few ideas to get you started. Modify these ideas and make them your own. Please share your own referral program idea or comments below. Create excitement and watch your business grow!
Monday, January 31, 2011
Add Value and Increase Sales!
In these economic times, customers are looking for more for less. Many have cut back on many items, even quite possibly their healthcare. By adding extra value with your products and services you can grow your revenue and give your patients more bang for their buck. Here are some easy ways you can add value to increase your sales.
Free Trial and Super Size
Never under estimate the word free. Clients love free samples or at home free trials! Offer samples of your latest pain relief cream. It will encourage more retail sales and they just might love that sample they tried. If you are carry a new line of lift chairs or braces, allow customers to try it at home for free for 30 days. Once the can't live without it, you ring up the sale. Another idea is to group products together to increase the perceived value of getting more for less. Examples could be a new wheelchair comes with a free wheelchair tote bag, a comfort pillow, and maintenance plan.
Showcase
Your retail areas should be easy to navigate with organized shelves, signage directing clients to their areas of interest. Take a tip from department stores and add a magic table. These are draped round tables that highlight a product or promotion. Allow customers to experience your products before the buy. Customers will be more inclined to purchase if they know what they are getting.
Goodwill
Tie your services and products to a charity or other socially responsible effort. Align with a cause that reflects your business and customers, such as breast cancer awareness, going green, sleep apnea, or lung cancer. Choose to donate a portion of service and product sales. Customers will feel better purchasing more if they are helping others. Your business benefits by increasing sales, creating goodwill, and increase PR opportunities.
Details Matter
Don’t forget the devil is in the details. Make sure your location is clean, warm, and inviting. Call customers by name and pay attention to their individual needs. Not all customers are alike and the cookie cutter approach to customer service does not work. Be sure to listen to the patients' needs and tailor your response to best serve them. Do weekly follow up calls for any in-service home appointments or deliveries. Not only does this provide customer feedback, but it builds a stronger relationship.
Adding more value in your offering will make customers feel their business is appreciated and builds loyalty. Share your tips below on how you have added valued to your offering and increased your sales. Small steps can have a big impact!
Free Trial and Super Size
Never under estimate the word free. Clients love free samples or at home free trials! Offer samples of your latest pain relief cream. It will encourage more retail sales and they just might love that sample they tried. If you are carry a new line of lift chairs or braces, allow customers to try it at home for free for 30 days. Once the can't live without it, you ring up the sale. Another idea is to group products together to increase the perceived value of getting more for less. Examples could be a new wheelchair comes with a free wheelchair tote bag, a comfort pillow, and maintenance plan.
Showcase
Your retail areas should be easy to navigate with organized shelves, signage directing clients to their areas of interest. Take a tip from department stores and add a magic table. These are draped round tables that highlight a product or promotion. Allow customers to experience your products before the buy. Customers will be more inclined to purchase if they know what they are getting.
Goodwill
Tie your services and products to a charity or other socially responsible effort. Align with a cause that reflects your business and customers, such as breast cancer awareness, going green, sleep apnea, or lung cancer. Choose to donate a portion of service and product sales. Customers will feel better purchasing more if they are helping others. Your business benefits by increasing sales, creating goodwill, and increase PR opportunities.
Details Matter
Don’t forget the devil is in the details. Make sure your location is clean, warm, and inviting. Call customers by name and pay attention to their individual needs. Not all customers are alike and the cookie cutter approach to customer service does not work. Be sure to listen to the patients' needs and tailor your response to best serve them. Do weekly follow up calls for any in-service home appointments or deliveries. Not only does this provide customer feedback, but it builds a stronger relationship.
Adding more value in your offering will make customers feel their business is appreciated and builds loyalty. Share your tips below on how you have added valued to your offering and increased your sales. Small steps can have a big impact!
Wednesday, December 29, 2010
Business Resolutions for 2011
As the year comes to a close, many of us reflect and start planning for the future. Many personal resolutions are made, such as losing weight or spending more time with the family. But what about making some resolutions for your business? Although there are many unknowns looming our industry (healthcare reform, competitive bidding, ACO's and so much more), the biggest asset going for you is the demand for your services. Healthcare is a need, and with an aging population, the need is growing. Now is the time to take stock of what was successful this year and what efforts didn't live up to expectations. From there you can create new goals for 2011 to help drive a successful new year.
Proactive Planning
Many businesses take a haphazard approach to business planning. Owners and directors can get caught up in the day-to-day and forget the benefits of pre-planning. Review what programs work this year and what didn't. Why was one offering a success... was it the timing, the marketing message, or the offer itself? If a program didn't work, was it due to lack of customer interest, poor staff involvement, or non-supportive business partners? Review these ideas with your team. Create a list and decided which programs to launch this year. Being proactive makes the year less stressful, empowers your team, and gives you goals to strive for. The biggest benefit is keeping everyone on the same page. When you are all working from the same script, things come together.
Increase your Offering
These days one trick ponies aren't doing so well. By increasing what you offer to your patients and customers, you increase your value and customer retention by meeting more of their needs. If you are a DME, why not increase your retail line to add more complimentary products. These can include canes, braces, support hose or compression socks, or even lift furniture. This will increase your inventory investment, but retail products can turn a larger profit to help supplement medicare/medicaid reimbursement issues. If you are lab, expand your test offering, or a clinic, expand your hours of operations. Think of your target customer and how you can meet more of their needs. Again review your thoughts collectively with your staff. Ask for their insights and brainstorm ideas. Research each idea and evaluate its potential success. Pick your winning idea and roll it out for the new year.
Partnerships
Today more than ever businesses are pooling resources and working together. Talk to your neighboring businesses or other healthcare offices you work with. Try co-hosting an event to tie in both your services and drive businesses both locations. You could host a brunch or coffee clutch party. You can partner with a local hospital and offer a free educational seminar on various medical topics such as heart health, diabetes, or helping a family member who needs long term care. Provide an introductory discount offer, a small free gift, or free information packet. Promote the event with postcards and emails to your customer base and use local advertisement methods to get the word out. There is power (and profit) in teamwork.
These are just a few ideas to get you started. You will be amazed at what taking some time to reflect and plot out future goals can do. Setting a focused agenda for the year will keep you and your team on track to make a successful and profitable new year. Cheers!
Proactive Planning
Many businesses take a haphazard approach to business planning. Owners and directors can get caught up in the day-to-day and forget the benefits of pre-planning. Review what programs work this year and what didn't. Why was one offering a success... was it the timing, the marketing message, or the offer itself? If a program didn't work, was it due to lack of customer interest, poor staff involvement, or non-supportive business partners? Review these ideas with your team. Create a list and decided which programs to launch this year. Being proactive makes the year less stressful, empowers your team, and gives you goals to strive for. The biggest benefit is keeping everyone on the same page. When you are all working from the same script, things come together.
Increase your Offering
These days one trick ponies aren't doing so well. By increasing what you offer to your patients and customers, you increase your value and customer retention by meeting more of their needs. If you are a DME, why not increase your retail line to add more complimentary products. These can include canes, braces, support hose or compression socks, or even lift furniture. This will increase your inventory investment, but retail products can turn a larger profit to help supplement medicare/medicaid reimbursement issues. If you are lab, expand your test offering, or a clinic, expand your hours of operations. Think of your target customer and how you can meet more of their needs. Again review your thoughts collectively with your staff. Ask for their insights and brainstorm ideas. Research each idea and evaluate its potential success. Pick your winning idea and roll it out for the new year.
Partnerships
Today more than ever businesses are pooling resources and working together. Talk to your neighboring businesses or other healthcare offices you work with. Try co-hosting an event to tie in both your services and drive businesses both locations. You could host a brunch or coffee clutch party. You can partner with a local hospital and offer a free educational seminar on various medical topics such as heart health, diabetes, or helping a family member who needs long term care. Provide an introductory discount offer, a small free gift, or free information packet. Promote the event with postcards and emails to your customer base and use local advertisement methods to get the word out. There is power (and profit) in teamwork.
These are just a few ideas to get you started. You will be amazed at what taking some time to reflect and plot out future goals can do. Setting a focused agenda for the year will keep you and your team on track to make a successful and profitable new year. Cheers!
Monday, November 15, 2010
Take your daily dose of accreditation!
Last year accreditation was top of mind for every home healthcare provider. The rules of the game changed requiring anyone dealing with Medicare reimbursement to become accredited. Even thought the writing was on the wall for while, many HME provides waited until the very end to become accredited. The mad dash was on and the accreditation race begun. Now the dust has settled.
With their status secured, most HME's are comfortably back to business not thinking too much about accreditation. Most await until their next re-survey round before they will get back into accreditation concerns. Why make accreditation a fire drill for you and your team? It leads to more stress and more work that can be completely avoided. Additionally accreditation checks could occur before a re-survey date. Inappropriate billing errors, fraud investigations, or a possible complaint can lead to an accreditation check. Avoid excess stress and make accreditation a daily maintenance activity just like locking up the building and turning off the lights.
A daily dose of accreditation does not need to be overwhelming. Items include having a defined process for daily patient paperwork, keeping accurate data records, and monitoring the data. Look at the cleanliness of your facility for patient and employee safety. Make sure you are covering equipment, tagging, and appropriately marking clean, dirty, and repairable equipment. Keeping accreditation top of mine is more about being educated and paying attention to details.
What is your facility doing to take their daily does of accreditation? Share your thoughts below!
With their status secured, most HME's are comfortably back to business not thinking too much about accreditation. Most await until their next re-survey round before they will get back into accreditation concerns. Why make accreditation a fire drill for you and your team? It leads to more stress and more work that can be completely avoided. Additionally accreditation checks could occur before a re-survey date. Inappropriate billing errors, fraud investigations, or a possible complaint can lead to an accreditation check. Avoid excess stress and make accreditation a daily maintenance activity just like locking up the building and turning off the lights.
A daily dose of accreditation does not need to be overwhelming. Items include having a defined process for daily patient paperwork, keeping accurate data records, and monitoring the data. Look at the cleanliness of your facility for patient and employee safety. Make sure you are covering equipment, tagging, and appropriately marking clean, dirty, and repairable equipment. Keeping accreditation top of mine is more about being educated and paying attention to details.
What is your facility doing to take their daily does of accreditation? Share your thoughts below!
Monday, October 4, 2010
Welcome!
Action Bag is expanding our healthcare division. We are providing more ways in which we can reach our medical packaging customers - including this new blog! Subscribe and stay up to date on the latest products, accreditation tips, and industry news you can use to grow your business, increase your patients safety, and make your business more earth friendly.
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We look forward to hearing from you and sharing our "Medical Bag Talk!"
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Click the words to sign up for our new Facebook page or Twitter page to stay in the know!
We look forward to hearing from you and sharing our "Medical Bag Talk!"
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