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®
Transforming Breast Cancer Awareness: Innovative Cause Marketing in Home Care
What if home care agencies could change the game in breast cancer awareness? Join us as we explore how these organizations are redefining cause marketing with creativity and purpose. Discover the strategies that go beyond traditional approaches, like pink ribbon care packages and community charity walks, to not only support vital breast cancer charities but also foster genuine community engagement. We'll uncover the power of social media in amplifying these initiatives, with campaigns that encourage followers to take part in awareness challenges, driving donations and deepening connections. By partnering with reputable nonprofits, home care services are not just enhancing their credibility but also making a meaningful impact that resonates with clients.
In this episode, we also dissect the fascinating world of cause marketing, shedding light on its potential to drive significant change. From a professional's eye to a consumer's perspective, we'll reveal how aligning with meaningful causes can shape consumer behavior and elevate brand perception. Together, we'll unravel the complexities of this dynamic marketing strategy and its ability to forge deeper connections in the community. Learn how authenticity and transparency are not just buzzwords but essential elements in ensuring these efforts resonate and leave a lasting legacy. This is a conversation that promises to transform the way you think about marketing and its role in our world today.
Continuum Mastery Circle Intro
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It's that time of year again, you know, when the leaves start changing and we pull out our coziest sweaters.
Speaker 2:Yeah, the weather's turning.
Speaker 1:But there's a shift happening in the home care world too.
Speaker 2:Oh, absolutely.
Speaker 1:And it's not just about, you know, pumpkin spice lattes, though. I'm sure those are appreciated by caregivers and clients alike. Right October is Breast Cancer Awareness Month it is, and it turns out, home care agencies are finding some really, really creative ways to get involved.
Speaker 2:Yeah, they really are. And you know, we're not just talking about pink ribbons here.
Speaker 1:No, not at all.
Speaker 2:We're going to explore some really innovative strategies from home care marketing and sales experts who are, let's face it, the marketing masterminds for this industry.
Speaker 1:They really are. They're calling it cuz marketing.
Speaker 2:Right.
Speaker 1:Which sounds simple enough.
Speaker 2:It does.
Speaker 1:But when you dive into their ideas, it's about something much deeper than just slapping a pink ribbon on a brochure.
Speaker 2:Oh for sure. Think about the nature of home care itself. I mean it's deeply personal. Families are inviting these agencies into their homes, often during very vulnerable times. So when a company demonstrates care for something beyond profit, like supporting the fight against breast cancer, it resonates on a whole other level with potential clients.
Speaker 1:It makes you wonder does this really work? And it clearly resonates because you know the article actually quotes the Susan G Komen Foundation saying we must continue to empower every woman to take charge of her health. Awareness and education are the first steps toward overcoming breast cancer.
Speaker 2:So we're not just talking about marketing here. We're talking about potentially saving lives.
Speaker 1:Absolutely Wow. And the article you know it drives home this point that aligning a service with a cause needs to be authentic. Okay, they gave this great example of a pink ribbon care package.
Speaker 2:Oh yeah, I loved that idea.
Speaker 1:Yeah.
Speaker 2:It's basically a special service bundle, right Right, but a portion of the proceeds go directly to breast cancer charity, exactly. It's brilliant, and this got me thinking. You know about all the different ways that those could be tailored.
Speaker 1:Oh yeah.
Speaker 2:You could have limited time discounts just during October. You know, specialized care plans that are designed specifically for breast cancer patients. Maybe, maybe even educational workshops on caregiving during treatment. Oh there's a lot of room to get creative.
Speaker 1:And it feels good to know that these aren't empty gestures.
Speaker 2:Right.
Speaker 1:Like the article really stresses the importance of having that direct link to donations or, you know, tangible support for breast cancer organizations. It can't just be implied, it has to have a real impact.
Speaker 2:Yeah, you said it. I mean consumers. Today, especially when it comes to something as personal as health care, they can spot a marketing ploy from a mile away. Right, of course. Yeah, transparency and authenticity are the as health care, they can spot a marketing ploy from a mile away.
Speaker 1:Right, of course, yeah.
Speaker 2:Transparency and authenticity are the key here.
Speaker 1:OK, well, let's move from packages to putting on our walking shoes, because the article also highlights the success of in-person events.
Speaker 2:OK.
Speaker 1:Like this one company's charity walk.
Speaker 2:Yeah.
Speaker 1:Which really got their community moving.
Speaker 2:Which is so smart, especially in a post-pandemic world where I think people are. They're craving that face to face connection.
Speaker 1:Yeah.
Speaker 2:You know a charity walk is active, it gets people outdoors, it's family friendly. Right, you're putting that home care brand out there in a positive, healthy context.
Speaker 1:Literally.
Speaker 2:Literally.
Speaker 1:Yeah, and the article cleverly points out that these events aren't just like feel-good PR moves Right, they're actually a really effective way to generate leads.
Speaker 2:Oh, for sure.
Speaker 1:I mean, think about it. Who's more likely to be thinking about home care needs? Yeah, someone attending a fundraising walk for a health-related cause, or someone just scrolling through, you know, social media.
Speaker 2:It's true, it's targeted outreach at its finest. You're connecting with people who are already thinking about these issues, who are aligned with the cause.
Speaker 1:It's like meeting potential clients where they are, which, in this case, is out for a walk supporting a good cause. Yes, and speaking of meeting people where they are, we can't forget about the power of social media. The article talks about creating challenges specifically for Breast Cancer Awareness Month.
Speaker 2:Yeah, and they had some fun examples in there. Oh yeah, like encouraging followers to share pictures of themselves wearing pink.
Speaker 1:Okay, using a specific hashtag. Right.
Speaker 2:And for every post the company donates a dollar to a breast cancer organization.
Speaker 1:I love that.
Speaker 2:Yeah.
Speaker 1:It's engaging, it's visual, it gets people talking. Plus, when you think about partnering with, you know relevant health organizations or influencers.
Speaker 2:Yeah.
Speaker 1:That's huge for expanding your reach.
Speaker 2:Oh, absolutely. It taps into that desire we all have, I think, to be part of something bigger than ourselves.
Speaker 1:Yes.
Speaker 2:But the key is that it's tied to a tangible action. You know, Right. A donation. Yeah, it shows that it's not just about likes and shares, it's about making a real difference.
Speaker 1:It's walking the walk, not just talking the talk.
Speaker 2:Exactly.
Speaker 1:And that leads perfectly into the last point from this section, which is the power of partnerships.
Speaker 2:Okay.
Speaker 1:The article really stresses the importance of teaming up with established breast cancer nonprofits.
Speaker 2:Yeah, which makes a ton of sense when you think about it, right it does, Especially with something as sensitive as healthcare. Aligning yourself with an organization that has that name recognition that's respected in the field Right, it instantly lends credibility to what you're doing.
Speaker 1:That's a stamp of approval.
Speaker 2:Yeah, right.
Speaker 1:You're in this for the right reasons.
Speaker 2:Yeah.
Speaker 1:Which is essential when you're dealing with people's health and well-being.
Speaker 2:Absolutely. And let's not forget the practical benefits either. The nonprofit gets much needed support. The home care company reaches a new audience. It's a win-win. It's a into the how, which I always appreciate.
Speaker 1:They talk about the importance of training your sales team on these initiatives, especially when you're dealing with something as sensitive as breast cancer awareness.
Speaker 2:Oh, it's crucial. You don't want your sales team just rattling off statistics or handing out pink ribbons without a genuine understanding of the cause and what it means for people.
Speaker 1:It needs to come from a place of empathy, I think, and understanding.
Speaker 2:Exactly, and the article suggests things like workshops and informational sessions to really equip the team to speak about this authentically and with sensitivity.
Speaker 1:It could even be incorporated into like team building exercises.
Speaker 2:Oh yeah.
Speaker 1:Imagine a friendly competition to see like which sales team can raise the most for a breast cancer charity.
Speaker 2:Now that's an idea Right. It's engaging, it promotes teamwork and it ultimately benefits a great cause. Exactly, and it doesn't always have to be something you know on a grand scale, right. The article mentions a sales team that organized a simple bake sale. Right, and it was a huge hit.
Speaker 1:Yeah, sometimes the simplest ideas are the best. Yeah, but let's shift gears a bit and talk about the customer experience.
Speaker 2:Okay.
Speaker 1:Because it's not just about what the company does.
Speaker 2:Right.
Speaker 1:It's about how they bring their customers along on this journey.
Speaker 2:Right, right, that's where things get really interesting. Yeah, the article talks about, you know, making those sales interactions more interactive, giving customers a way to participate that goes beyond just making a purchase.
Speaker 1:You mean example?
Speaker 2:Okay, well, something as simple as offering to round up their total for a donation Okay, ok, well, something as simple as offering to round up their total for a donation OK. Or or giving them like a discount voucher for future services if they make a donation.
Speaker 1:I love that. Yeah, it's like this donate a dollar at checkout campaigns, but for home care.
Speaker 2:Exactly. It incentivizes giving without feeling pushy or or transactional.
Speaker 1:Right, right.
Speaker 2:And, of course, acknowledging and appreciating those customer contributions is huge.
Speaker 1:Yes.
Speaker 2:A simple thank you, note Right, a shout out on social media. You know, these small gestures go a long way.
Speaker 1:It makes them feel like they're a part of something bigger which they are.
Speaker 2:Yes.
Speaker 1:Okay, we've talked about all these amazing strategies. But, how do you actually measure the success of a campaign like this?
Speaker 2:Well, that's where the data comes in, right? The article stresses the importance of tracking everything. Of course, sales figures, of course.
Speaker 1:Right.
Speaker 2:Funds raised.
Speaker 1:Yeah.
Speaker 2:But also softer metrics too, like social media engagement.
Speaker 1:Okay.
Speaker 2:Website traffic, things like that.
Speaker 1:So you're not just measuring the bottom line, you're measuring the overall impact.
Speaker 2:Precisely yeah, you measuring the bottom line, you're measuring the overall impact. Precisely yeah, you need that data to see what's resonating, what's not, and adapt your strategy accordingly. And this is important, because marketing shouldn't be, you know, a one and done thing.
Speaker 1:Right.
Speaker 2:You know, October ends, the pink ribbons come down.
Speaker 1:Right.
Speaker 2:But the article suggests that home care companies should think about, you know, a longer term commitment to breast cancer awareness.
Speaker 1:This is not just about, like capitalizing on a trend.
Speaker 2:Right.
Speaker 1:It's about weaving it into the fabric of the company culture.
Speaker 2:Exactly. Maybe it's. Maybe it's ongoing donations to a chosen organization or partnering with a local breast cancer support group throughout the year, not just in October. It's about demonstrating a genuine commitment, not just a fleeting marketing opportunity.
Speaker 1:And I'd imagine that kind of authenticity resonates more deeply with customers in the long run.
Speaker 2:Absolutely, and what's so fascinating about this whole approach is that it's not you know, it's not limited to home care.
Speaker 1:That's true.
Speaker 2:The underlying principles, cause, marketing, community engagement, authentic connection. These are all things that that any industry can and, frankly, should be thinking about.
Speaker 1:It's like this article cracked open the door to a whole new way of thinking about business. You know it really does. One where companies can be profitable and purpose driven at the same time.
Speaker 2:Yeah, and I think it's. You know, it's not about pretending to be something you're not or just jumping on a bandwagon because it seems popular. It's about finding those, those genuine points of intersection between you know what your business is all about.
Speaker 1:OK.
Speaker 2:And the causes that you actually care about as a company.
Speaker 1:Yeah.
Speaker 2:And then, using using your platform, to make a real difference.
Speaker 1:It's inspiring, honestly, and this article was packed with such actionable ideas. You know it was. I bet our listeners are already brainstorming ways they can apply this to their own industries.
Speaker 2:I hope so, because ultimately, that's the whole point, isn't it? It's not just about listening to a podcast. It's about taking this knowledge and putting it into practice.
Speaker 1:Totally yeah. So here's something for everyone to think about.
Speaker 2:Okay.
Speaker 1:What's a cause that you genuinely care about? Right, and how could your business, no matter how big or small, use its platform to support that cause, while still achieving its goals?
Speaker 2:That's a great question.
Speaker 1:It's like that saying right Be the change you want to see in the world.
Speaker 2:Yes, or, in this case, be the change you want to see in your industry Exactly. I love that.
Speaker 1:Who knows, maybe we can make the world a slightly better, more compassionate place, you know?
Speaker 2:Right.
Speaker 1:One pink ribbon care package, charity walk or social media challenge at a time. It all starts with awareness, right, it really does. Well, this has been a truly thought provoking deep dive. Thank you so much for joining me on this exploration of cause marketing it's. It's given me a lot to think about, not just as someone who you know talks about these topics Right, but also as a consumer.
Speaker 2:It's been such a pleasure discussing this with you. It's not every day that you get to, you know, really kind of dissect, a topic that has the potential to make a real difference.
Speaker 1:Absolutely, and to all our listeners. Thank you for joining us on this deep dive. We'll catch you next time for another exploration of the fascinating strategies shaping the world around us.
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