|Issue #63 - Live Update from the NPDA Annual Conference|
to Private Duty Today! . . . the bi-weekly electronic newsletter for Private Duty Home Care Leaders from Leading Home Care . . . a Tweed Jeffries company. In this issue, we bring you a special report from the 2006 Annual Convention of the National Private Duty Association.
Private Duty Today! is a permission-based newsletter. It is only sent to our recent customers and those individuals who have requested it, or who have given permission for their address to be included on our list of subscribers.
Jason Tweed, Editor
By Stephen C. Tweed, CSP
You're live with us today on the convention floor of the 2006 National Private Duty Association annual convention in Atlanta, GA. As you read this newsletter, I'll be getting ready to speak to the hundreds of Private Duty Home Care owners, administrators, franchisors, and exhibitors here at the Grand Hyatt Hotel in Buckhead, northeast of downtown Atlanta.
For the next three days, I'll be bringing you live reports on the presentations and discussions taking place through this newsletter, and through our BLOG, Home Health Care Leadership Minute.
Who are the most frequent referral sources in Private Duty Home Care? What are the most effective marketing techniques to reach these referral sources? Where's the best place to invest our Private Duty marketing dollars?
These are the questions we've been asking as we continue to study and research best ways to grow your Private Duty Home Care business. In January of this year, we launched another research project to find the answers to these questions. First, we asked you . . . the readers of Private Duty Today to respond to an online survey. Then we developed an inquiry tracking tool to accurately measure referrals and marketing power. Now, we're in the middle of a project to precisely track inquiries and referrals in twenty participating companies.
Here are the Preliminary Results
The results are still coming in, but our preliminary findings show some surprises in the most frequent referral sources in PDHC. Here are the top six. See what I mean?
As you can see, the results give us a mixed message. Three of the top six are consumer marketing targets, and three are business-to-business marketing targets.
So what will you do? Invest in consumer marketing tools such as TV, radio, billboards, or newspaper ads? Or will you invest in business-to-business marketing by networking in the community and making direct sales calls on prospective referral sources?
This major marketing decision becomes more difficult when you look at the most frequently used marketing techniques.
Much of the emphasis in advertising has been consumer advertising. Yet feedback from our interviews suggests that yellow pages and newspaper ads are not a great investment in many markets. Health fairs are good for brand building but not for generating referrals. What we're learning is that many of the "frequently used" marketing techniques are not as effective as some powerful techniques that are not frequently used . . . like cable television.
So what's a private duty marketer to do. The answer is to look at the research more closely, study your own marketplace, track your inquiries and referrals, and develop your own unique marketing strategy.
For more on the results of our marketing study, stay tuned to Private Duty Today, and visit our web site regularly.
The 2006 Annual Conference will open with a welcome from President, Sheila McMackin. Sheila will introduce NPDA's new Executive Director, Scott Baumruck, and present a report on the state of our industry and the progress that has been made by NPDA.
Some of the opening day breakout sessions include:
For a more detailed look at these session, see the reports on our BLOG.
You've heard me say it a million times:
"What gets measured gets managed. What gets rewarded gets repeated."
Now, you can measure your performance more easily in several different areas of your business with our Private Duty Tools. Go to our web site and instantly download useful spreadsheet templates and measurement tools to help you grow your business. Choose from the following:
For a quick and easy way to get the tools you need to measure and manage your Private Duty Business, just click on the link below.
One of the ways we work with Private Duty Home Care companies is through our Private Duty Planning & Coaching process. Working with Stephen Tweed, CEO of Leading Home Care, you'll create an innovative business development plan to grow your company and get ready for the future.
Stephen will guide you skillfully through a step by step process of . . .
Then, you'll participate in a one-year telephone coaching process with Stephen. Each month, you and your Private Duty team will join Stephen by telephone to review your action plan accomplishments, measure you growth, discuss obstacles getting in your way, and improve the execution of your plan.
Each month, you and your team members will come away with specific, concrete action steps that you can take to get new clients and sell more hours of service. The result is the long-term growth of your company, and the short-term development of your home care team.
For more information on how you can participate in this Private Duty Home Care Planning & Coaching process, call Jason Tweed today TOLL FREE at 888-668-9333. Call today, as space is limited. Stephen can only accept twelve Planning & Coaching clients at one time, and there are only a few spaces left.
Private Duty Today! is published every other Wednesday by Leading Home Care . . . a Tweed Jeffries company. We invite you to pass this newsletter along to your friends and colleagues in Private Duty Home Care by clicking on the link below.
Permission to Reproduce: Permission is granted to home care companies, home care associations, and home care related publications to reproduce articles from this newsletter as long as appropriate credit is given as follows: "Printed with permission from Private Duty Today! Copyright 2006 Leading Home Care ... To sign up for your FREE Subscription, log on to www.leadinghomecare.com."
You may also sign up for your FREE Subscription to Stephen Tweed's Leading Home Care Report. This bi-weekly electronic newsletter is written for home care company CEOs and senior executives who want to grow their businesses and multiply their performance.