Marketing Benchmarks for Home- and Community-Based Services 1

Quick Poll: Introductions Current providers of HCBS Considering providing HCBS CCRCs Others 2

Topic roughly translates to… 3

Bill Pickhardt, Senior VP, Asbury Home and Community-Based Services Cathy Ritter VP of Marketing Thank You

Quick Poll: Interest My current level of interest in HCBS is... – Very Low – Low – Neutral – High – Very High 5

Objective Identify marketing benchmarks for HCBS 6

Why HCBS? 85% of people polled by AARP said they wanted to stay in their homes 7

Why HCBS? Today there are 1.9 million Americans living beyond age 90 – By 2050, there will be more than 9 million (2010 US Census) 8

Why HCBS? At least 70% of people over 65 will need long-term care services at some point (US HHS) 9

No Marketing Benchmarks Exist CCRCs offering/considering to offer HCBS did have a common goal – Expand the service line (outside bricks and mortar) – Expand revenue base – Allow HCBS to establish the community in a better position for the future 10

No Marketing Benchmarks Exist We have and measure benchmarks for CCRCs – They can at least be a starting point for measurement – But HCBS service lines are so different they require unique metrics 11

HCBS service lines are so different they require unique metrics 12

HCBS service lines are so different they require unique metrics We had to conduct our own study 13

Study Methodology Consumer Survey Provider Survey 14

Consumer Survey Details Deployed in September 2013 to some members of BAR’s FiftyPlus Panel – Study open for two weeks 406 US panelists aged 50+ are included in the analysis – Total respondents = 1,184 – Total invited = 4,500 15

About the Panelists Consumer Survey 16

Panelist Ages Percent Age 50 – 65 years Percent Age 66 – 79 years Percent Age 80+ years 17

Panelist Incomes 18

43% have incomes between $30K and $75K Panelist Incomes 19

74% have incomes under $75K Panelist Incomes 20

Panelist Gender 21

Panelist Relationship Status 22

Panelist Relationship Status 23

Quick Poll: HCBS Prospect I believe the following prospect is best for HCBS... – The same as a CCRC prospect – Someone who is qualified to live in a CCRC, but does not want to – Someone who would love to live in a CCRC, but who is not qualified 24

76% Own a Single Family Home 25

What Services are Consumers Looking for? 26

Home Maintenance 47% 27

Cleaning and Cooking 30% 28

Preferred Service(s) 29

Preferred Service(s) Big Shock! Age did NOT correlate with preferred services 30

What Providers are Offering 31

54% Receiving NO Helping Hands 32

54% Receiving NO Helping Hands Others receive help from… Spouse (33%) Adult Child (10%) Family/Friend (8%) Paid Caregiver (3%) 33

Home- and Community-Based Services is an unknown term Home- and Community-Based Services is an Unknown Term 34

Home- and Community-Based Services is an unknown term Home- and Community-Based Services is an Unknown Term 50% Not Familiar 50% Not Familiar 35

Home- and Community-Based Services is an unknown term Home- and Community-Based Services is an Unknown Term Only 7% Very Familiar Only 7% Very Familiar 36

54% Understand the difference between Home Health Care and Home Care 37

But… 74% Do NOT know what is required for Medicare to cover any care in the home 38

Services Most Likely to Use 39

Services Most Likely to Use 40

When to use these services? 41% will use these services after a health event 41

When to use these services? 41% will use these services after a health event 26% use now or plan to use in a few years 24% are not sure when to use 42

50% would seek a HCBS referral from a physician 43

Preferred HCBS Referral Sources 44

Provider Insights Providers reported having 10 or more direct local HCBS competitors 45

Provider Insights Most current business comes from consumer word of mouth 46

Provider Insights All see opportunity to build image through professional referrals – CCRCs offering HCBS see their existing referral network as a strength versus competition 47

Provider Insights Most CCRCs offering HCBS have built the service line by offering services to both residents and external clients 48

Provider Insights Online advertising and direct mail are the most common forms of marketing HCBS 49

Provider Insights HCBS has three target audiences: – Senior consumers – Adult children – Referral sources 50

Provider Insights Most are NOT tracking leads in a database (some are using a spreadsheet) 51

Shaping Research Insights into Marketing Strategies 52

HCBS Benchmark Categories Key measures to benchmark were identified as: – Cost per lead – Cost per “sign up” – Yearly Branding Cost – Conversion Ratio from Service to Community 53

Setting Sales Goals Questions to ask: Are you utilizing a tracking system like REPS/Matrix Care Marketing? 54

Setting Sales Goals Questions to ask: Are you utilizing tools on the Internet – real time dashboards and call tracking? 55

Setting Sales Goals Questions to ask: How are you measuring (and have you set goals for)… – Calls – inbound/outbound – Inquiries – Sign-ups – Revenue Goals 56

Challenges Single point of entry – Phone triage line How do you staff this? Start up cost per service line: – Home Health Care – Hospice – Concierge and Companion Services 57

Branding 58

HCBS Goal Setting 59

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Advertising HCBS 62

Quick Poll: Advertising HCBS Your organization’s primary objective in advertising HCBS is... – Generating awareness – Generating leads – Converting leads – Connecting with referral sources 63

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Items to include in HCBS marketing plan Background Summary Target Audiences Goals and Objectives Strategy Strategic Approach Single Point of Entry Protocol Systems and Protocols, Forms Sales Management and Training Networking Branding Conversion Program New Lead Management Systems Public Relations Collateral Materials Direct and Web Marketing Social Marketing Advertising Media Direct Mail Newsletter Event Marketing Action Plan Budget Reporting 71

The Importance of Planning Our recommendations for each service line: – Develop a strong business plan – Develop a strong sales plan – Develop a strong communications and marketing Plan 72

We have started the Hub of information to track nationwide HCBS benchmarks 73

Join the conversation! 74

Quick Poll: Webinar Review This webinar was... – Not helpful – Just okay – Very helpful 75

Thank you! Questions can be submitted using the hand raise or chat functions 76