Home Care Marketing & Sales Mastery by Approved Senior Network®
Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com
Home Care Marketing & Sales Mastery by Approved Senior Network®
Unlocking the Power of Genuine Human Connection in Home Care Marketing
Can the secret to transforming the home care industry lie in the power of genuine human connection? Join us as we promise to unlock the strategies that go beyond mere transactions and foster trust and empathy in a field often seen as impersonal. This episode reveals how forging authentic relationships with referral sources like social workers and doctors can lead to lasting trust and meaningful recommendations. We highlight innovative marketing approaches from local events and educational seminars to unique experiences like mini horse therapy, all aimed at positioning home care agencies as trusted community resources and showcasing their sincere investment in the well-being of those they serve.
Tap into the transformative impact of authenticity in business interactions. We explore how listening with intention, asking thoughtful questions, and truly understanding others can redefine relationships in home care marketing and beyond. The discussion emphasizes moving past mere deal-making to embracing a human-centered approach that enriches every interaction. Whether you're a professional in the home care sector or curious about the power of genuine connection, this episode offers insights that can positively reshape your career, relationships, and daily life. Discover how embracing empathy and authenticity can pave the way for more meaningful and productive exchanges in every aspect of your world.
Continuum Mastery Circle Intro
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Okay, so get this Today's deep dive. It's taking us into the world of home care marketing.
Speaker 2:Okay.
Speaker 1:Yeah, and I know what you're thinking home care marketing.
Speaker 2:Right.
Speaker 1:But stick with me, because this is way more interesting than it might sound. At first I was looking through some industry publications you know, just the usual stuff, yeah and I stumbled across this article Home Care Marketing with a Personal Touch, and it really got me thinking. It is interesting, right, because we don't always think of industries like health care as being particularly personal.
Speaker 2:That's so true. Yeah, we tend to put them in this box of, like, purely practical, transactional even.
Speaker 1:Exactly. But when you think about it, especially in health care, I mean you're dealing with people at a very vulnerable time in their lives, right?
Speaker 2:Absolutely. Vulnerability, trust, those are paramount. It makes you realize that a human connection in those moments is just absolutely essential. You can't just treat it like selling a car.
Speaker 1:That's exactly what this article is getting at. It basically said throughout the old marketing playbook because, when it comes to home care, personal connection is king Makes sense, right? It really does. So I'm curious from your perspective why is that? Why is personal connection so crucial in this particular field?
Speaker 2:Well, think about it. Imagine you're a family and you're facing this really difficult decision of finding care for a loved one. There's so much emotional weight there.
Speaker 1:Oh, absolutely.
Speaker 2:It's not just about okay, let's compare prices on this service. Oh, absolutely, it's not just about OK, let's compare prices on this service. You're talking about a decision that impacts your family, your loved one, on such a deep level. You need to have complete trust, not only in the quality of care, but the people you're welcoming into your home. It's such a personal thing it is, and that's not something a brochure or a website can really convey.
Speaker 1:You need that human touch.
Speaker 2:Exactly.
Speaker 1:And the article actually highlighted this point with a perfect example. They talked about this one home care marketer who, instead, of you know, just going straight for the hard sell, he focuses on building relationships with referral sources.
Speaker 2:So we're talking about social workers, discharge planners.
Speaker 1:Doctors, anyone who might be in a position to recommend their services. Smart, yeah. So what's the strategy there? Why focus on the referral sources rather than going straight to the potential clients?
Speaker 2:Because he's playing the long game right. By taking the time to understand the needs of those referral sources, he's building trust, which is huge. It's everything, yeah, and that trust it translates into genuine recommendations. The referrals become less about okay, I'm sending you a client, and more about I know this family and I believe in this service and I trust them to take care of the people I care about.
Speaker 1:It becomes a human connection.
Speaker 2:Exactly.
Speaker 1:So it's not just about getting your name out there. It's about being that trusted resource within a network of people who are already in a position of trust. And it makes you wonder, you know, where else have we seen this kind of approach be successful? I mean, I'm sure you've encountered industries where that personal touch made all the difference for you as a consumer. What comes to mind? So okay, let's say you're convinced you want to build these personal connections. What are we talking about doing here?
Speaker 2:Yeah, good question.
Speaker 1:Because, I'll be honest, when I first started reading this I was picturing like brochures and maybe a website. You know, pretty standard stuff.
Speaker 2:Right the old school tactics.
Speaker 1:Exactly, but this article it goes way beyond that.
Speaker 2:Yeah, it does. They highlight a surprisingly diverse toolkit.
Speaker 1:Oh, yeah, like what.
Speaker 2:And this is what I love.
Speaker 1:Yeah.
Speaker 2:Every single thing they talked about. It all comes back to this idea of building trust and really demonstrating expertise within the community.
Speaker 1:Show, don't tell.
Speaker 2:Exactly so. For example, even something as simple as attending local events. It could be a charity walk, a health fair. They even mentioned a neighborhood festival. Just being present.
Speaker 1:Getting your face out there. Yes.
Speaker 2:And it's not about being salesy. It's just showing that you're invested in the well-being of the community. You're a part of it.
Speaker 1:You're not just there to sell something, exactly.
Speaker 2:And then, on top of that, you've got things like educational seminars.
Speaker 1:Now, this one really stood out to me. Tell me more about that.
Speaker 2:So, instead of shying away from the complexities of home care, these agencies are actually leaning in, offering free workshops and stuff. What kind of topics? All sorts of things Navigating Medicare benefits, how to create a supportive home environment for a loved one, you know, really practical stuff.
Speaker 1:So they're providing real value.
Speaker 2:Exactly, and that's powerful right. Right Because it empowers potential clients and their families. It takes away some of the fear and uncertainty.
Speaker 1:Yeah, which there's a lot of in that situation.
Speaker 2:Absolutely yeah, and by providing this information freely, it builds trust. It positions them as the experts.
Speaker 1:So smart. You know, in a world of quick fixes and everyone trying to get you to click on their ad, there's something really refreshing about that approach.
Speaker 2:I agree.
Speaker 1:It's like they're saying look, we're here for you, whether you become a client or not.
Speaker 2:It's about the long game right.
Speaker 1:Totally yeah. Okay, but this next one, this is where I really lost it. The article talked about one home care agency that uses mini horse therapy as part of their community outreach Wait really Mini horses.
Speaker 2:That's amazing.
Speaker 1:Right, I mean talk about memorable. It's unexpected, it's heartwarming.
Speaker 2:And you know what it's genius Love it.
Speaker 1:Because, think about it, you know you're interacting with these adorable little creatures. You're laughing, maybe you're even forgetting for a minute about the stress of caregiving. That's an experience.
Speaker 2:It is and it creates this positive emotional connection that people are going to remember. They're going to associate that feeling with that agency.
Speaker 1:Exactly. It really drives home the point that sometimes the most effective marketing isn't about pushing a hard sell at all. It's about creating an experience.
Speaker 2:A positive one.
Speaker 1:That sparks a genuine human connection.
Speaker 2:You got it. It's about meeting people where they are, understanding their needs, and building those relationships based on trust and shared values.
Speaker 1:Which brings us to another key takeaway from the article strategic partnerships.
Speaker 2:Oh, interesting.
Speaker 1:So let's talk about that. What does that mean in the context of home care? So, strategic partnerships what are we talking about here? Give me some examples.
Speaker 2:Well, think about it this way. What are we talking about here? Give me some examples. Well, think about it this way Instead of just operating in a silo. You want to align yourself with other organizations that share similar values, okay, groups that serve a similar demographic. So who would that be in the case of home care? Well, it could be senior centers, community health clinics, maybe even local businesses that cater to an older clientele.
Speaker 1:I see, so it's about becoming part of this larger ecosystem of care.
Speaker 2:Yes, because, let's face it, when you're making a decision as important as choosing home care, you're going to rely on recommendations from sources you already trust, right?
Speaker 1:Of course.
Speaker 2:So if your trusted local pharmacy or your doctor has a relationship with a home care agency, that recommendation carries a lot more weight.
Speaker 1:It's not just some random ad you see online.
Speaker 2:Exactly, it's about leveraging those existing relationships, those networks of trust that are already in place.
Speaker 1:Makes perfect sense and that actually reminds me of another important point from the article. They really emphasize the power of face-to-face interaction.
Speaker 2:It's huge. Even in today's digital world, you can't beat that human touch.
Speaker 1:They even had this quote that I thought was so on point. It said it's about building relationships, not just making sales calls.
Speaker 2:It's so true. In an age of automation and everyone hiding behind their screens, there's something incredibly powerful about that face-to-face connection.
Speaker 1:Absolutely, especially in a field like home care, where trust and personal connection are so essential.
Speaker 2:It allows for a level of empathy and understanding that you just can't replicate through a screen. It makes all the difference.
Speaker 1:It really does. It makes you think where do we draw the line between, you know, selling and genuinely connecting with someone's needs? It's a question that goes way beyond just home care, don't you think?
Speaker 2:Oh, absolutely yeah, it's relevant to all aspects of our lives really.
Speaker 1:It is. So what are your thoughts on that? How do you make that distinction in your own life?
Speaker 2:I think for me it comes down to authenticity. People can tell when you're genuinely invested in helping them, versus just trying to close a deal.
Speaker 1:Right.
Speaker 2:It's about really listening, asking thoughtful questions and truly understanding the other person's perspective.
Speaker 1:It's about recognizing the human being on the other side of the interaction. Well said, you know, when we first started this deep dive on home care marketing, I have to admit I wasn't expecting to be so moved. I mean, it's home care marketing, you know, but it really is amazing to see how, even in industries that we might not think of as inherently personal, every business interaction there are real people with real needs, real emotions, and when we approach those interactions with that understanding, with empathy and a genuine desire to connect, it changes everything.
Speaker 1:It really does so to our listener out there. As you go about your day, your week, think about this how can you bring more of that human-centered connection into your own life?
Speaker 2:It's a great question to consider.
Speaker 1:It is, Whether it's in your career, your relationships, even just your everyday interactions. How can you move beyond the transactional and tap into that power of genuine human connection? Something to reflect on for sure. It is food for thought as you navigate your own journey, and on that note we'll wrap up our deep dive. For today, Thanks for joining us. We'll catch you next time.
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