Click to edit Master title style Click to edit Master subtitle style Resources for Marketing to and Serving Private Paying Consumers ADRC-TAE Pilot Site Call July 17, 2008

2 Call Overview:  Who are “private paying” consumers  Why is serving them important  Lessons learned  Marketing to private pay populations

3 Who are “Private Paying” Consumers?  People with existing financial resources to devote to LTC services  People with incomes above poverty guidelines  People who are not currently eligible for public LTC programs  This is not a cohesive easy-to- profile population.  It encompasses different age groups, cultural backgrounds and ethnicities, and range of income levels.  The majority of the U.S. population fits into this category. U.S. Residents by Age % Above 100% of Poverty Threshold % Above 200% of Poverty Threshold % Above 300% of Poverty Threshold All Ages87.7%69.5%52.0% Ages %73.8%57.5% Age with Disability** 74.6%-- Over Age %64.6%42.7% Over Age 65 Living Alone 83.1%43.2%24.4% Source: U.S. Census Bureau, Current Population Survey, 2007 Annual Social and Economic Supplement. **Source: U.S. Census Bureau, 2006 American Community Survey

4 Serving private paying populations is important for at least three reasons…  People of all income levels need unbiased, reliable information about long term service and support options  ADRCs can help families use their resources more wisely (potentially delaying spend down)  Sustainability ―Donations and cost-sharing for some services can contribute financially to ADRC operations ―Use of the ADRC by private paying families builds broader base of support for the program

5 ADRC lessons learned from serving private paying populations …  May require a shift in agency culture and orientation  Should examine how current marketing materials may be viewed by private pay consumers  Important to get the word out to “critical pathways”  Identify needs of this population and relevant services and resources  May need to educate consumers about the realities of LTC costs  Develop a set of inclusion/exclusion criteria for resource database  Offer staff training on this topic to help staff get more comfortable

Click to edit Master title style Click to edit Master subtitle style Tips and Resources for Marketing to Private Paying Populations and Baby Boomers

7 Why focus on Private Paying Baby Boomers?  Of all private paying age groups, they may be more receptive to what ADRCs have to offer ―They are likely to be caregivers/sandwich generation ―They are likely to be helping their parents make decisions about long term care ―They are likely to be making decisions about retirement and their family’s financial future

8 Marketing to Private Paying “Boomers”  Research and create a profile/snapshot of your target audience: ―Characteristics ―Trends ―Behaviors ―Attitudes ―What are likes/dislikes ―How do they like to receive information Baby Boomer Profile

9 Marketing to Private Paying “Boomers”  What makes marketing campaigns attractive to Boomers? ― Boomers are hungry for media content and products/services that meet their needs. ― Speak to their interests, preferences and aspirations

10 Marketing to Private Paying “Boomers”  Collect information Surveys Focus Groups Interviews

11 Marketing to Private Paying “Boomers”  Create and Define your message ― AIDA (Attention, Interest, Desire, Action) Gain Attention Hold Interest Arouse Desire Elicit Action

12 Marketing to Private Paying “Boomers”  Communication Channel ― Personal ― Non-Personal  Think about non-traditional Venues, Partners and Critical Pathways ― Professional and Trade Associations ― Chambers of Commerce and Business Leaders ― Realtors ― Financial Planners ― Insurance Companies (e.g., State Farm, Allstate, etc.) ― Community Service Clubs ― United Way Directors and Board members ― Sports Clubs, Gyms, and Neighborhood Recreation Centers ― Legislative Aides ― Websites

13 4 P’s of Marketing to Private Pay  Product  Price  Promotion  Place

14 Marketing Resources Websites:  American Marketing Association ―  Guerrilla Marketing ―  The Community Tool Box ―  CDC National Center for Health Marketing ―  Social Marketing Institute ―  Marketing Professionals ―  Eons ― - social network site for Baby Boomershttp:// Books and Articles  “Advertising to Baby Boomers”. Chuck Nyren  “Marketing Effectively to Baby Boomers”. The Journal on Active Aging. March/April 2007  “A Holistic Approach to Marketing to Baby Boomers”. Marketing Professionals website.  “Marketing Research That Won’t Break the Bank”. Alan Andreasen  “Strategic Marketing for Nonprofit Marketing” Alan Andreasen and Philip Kotler  “Marketing in the Public Sector” Philip Kotler and Nancy Lee  “The VERB Campaign’s Strategy for Reaching African-American, Hispanic, Asian, and American Indian Children and Parents” American Journal of Preventive Medicine.