“ONE and it’s DONE” Medical Professional Referral Campaign April/May 2015
brookdale.com
Announcing “One and It’s Done” Hello, Brookdale Family, Referrals from medical professionals are among our top-converting leads. They are crucial for achieving and sustaining our occupancy goals in the most efficient way. To help you increase success with medical professional referral sources, we will provide you this year with several themed outreach programs targeted to these vital lead sources. The first, called “One and It’s Done,” begins in April and can continue into May. This toolkit provides guidance and resources to make the campaign as easy and successful for you as possible. We all know medical professionals are extremely busy and their available time seems to shrink every year. This outreach campaign is tailored to save medical professionals time and effort, making their jobs easier. The message of “One and It’s Done” is that when medical professionals need to find care and services for a geriatric patient, all they need to do is make one call to Brookdale, which offers a greater spectrum of senior services than anyone else. As part of our “One and It’s Done” commitment, if we determine Brookdale cannot meet the patient’s need, we will find another high-quality care provider that can and then will rapidly get back in touch with the medical professional to explain the arrangements. This “One and It’s Done” outreach is vital for Brookdale’s success. We have found that some medical professionals have been contacting paid Internet referral sites to locate care and services for geriatric patients, because they believe it offers the quickest way to find the full scope of local availability. We must educate medical professionals that all they need to do is make one call to Brookdale, the senior care leader, and they are assured of the easiest, fastest and best response to their needs. Medical professional referral sources are about relationships and relationships take time to nurture, grow and are beneficial to both parties. Providing medical professionals with service that saves them time and effort is a valuable tool for developing these important relationships. This toolkit provides all the details of “One and It’s Done” and contains collateral and an e-mail template help you carry out this campaign. Your Vice President of Sales, Business Development leaders, Marketing Strategists and DDSs/RDSMs will be discussing it in more detail with you. Here’s to making Brookdale’s Business Development Directors and Sales Teams THE ONE to call for busy medical professionals! Thank you for your dedication to helping Brookdale achieve its goals. Love, The Brookdale Marketing Team
“ONE and it’s DONE” Medical Professional Referral Campaign April/May 2015
Purpose: • I ncrease referrals from medical professional referral sources- excluding paid referrals - in your local area to generate leads during April and May. How: •T his toolkit will help you position yourself as the expert in senior care by giving you the resources you need to educate your medical professional referral sources about Brookdale’s complete continuum of care services and our ability to respond rapidly to their immediate patient needs. Identifying medical professionals to visit: •S elect your top five highest volume medical referral sources (Gold and Silver status in SMS) or those you have selected as Professional Target Organizations. What to do to prepare: •C all your top five identified high volume medical professional referral sources and/or Professional Target Organizations beginning in April. •P lan to visit each one at least twice, for a total of 10 visits over the next six weeks. If you can get in a third visit to each medical professional, that’s even better! •C ustomize the “One and It’s Done” collateral included in this toolkit that is located on both the Guide to the Living Brand and Brandworks.
o Research current community availabilities across your communities near each referral source and/or availabilities across your shared market.
o Update availabilities each week and customize the collateral before each visit. Be sure to include some details like amenities, services available, apartment type, etc…
•C ommunities within close proximity of each other should work with their district sales leaders or business development market leaders to determine assignments of professionals so communities do not plan multiple visits to the same medical professionals.
“ONE and it’s DONE” Medical Professional Referral Campaign April/May 2015
Setting the appointment: • Acknowledge their busy schedule. • If you have an established relationship with the medical professional, ask to make a 10-15 minute appointment to update their Professional Relationship Profile to ensure we’re meeting their current needs. • If it’s a new medical professional you’re targeting, ask to spend 10-15 minutes with them to understand their needs and develop a Professional Relationship Profile. *Note: The goal of this campaign is to have conversations with medical professionals within a short period of time about Brookdale’s continuum of care, breadth and scope of services and rapid response to referral calls to nurture or develop a relationship. However, we want you to cater to the needs your medical professionals and we understand that a small percentage of the time, this toolkit may not complement those needs. Be flexible and work with your DDS or business development leader to make April and May the most successful for you, your community and your medical professionals.
How to conduct “One and It’s Done” medical professional referral source visit: Your medical professionals’ answers to these questions will frame topics for future conversations. Those topics are based on their needs and how you can meet those needs. So listen! Visit One •A s you go through the Professional Referral Profile questionnaire, spend extra time on the question “What is most important to you in your role here?” Also ask:
o “What services are important to you?”
o “Is your need for assisted living, Alzheimer’s care, skilled nursing, hospice, and/or home care?”
o “What’s the timeframe in which you need us to get back to you?”
o “How do you like to be contacted? Phone? E-mail? Text? etc…” Let them know you will review Brookdale’s breadth of services with them during your next visit and explain that with our “One and It’s Done” commitment, if we can’t meet their patient’s need immediately, we will find another high-quality care provider and respond rapidly to provide an alternate resource.
“ONE and it’s DONE” Medical Professional Referral Campaign April/May 2015
• F ollowing Visit One, send a follow-up e-mail to thank them and identify and outline the top priorities they identified during Visit One that you will address during your next visit(s). Visit Two •D evote Visit Two to addressing the previously identified priorities and a flyer dedicated to that subject as well as the flyer included in this toolkit customized with availabilities in your area. • F ollowing Visit Two, send a follow-up e-mail to thank them and say you look forward to seeing them again and to remind them that one call to you will solve all of their referral needs rapidly. One and It’s Done. • Repeat, if you are able to schedule a third visit and for all future opportunities. Promotional Materials: Promotional materials and collateral for the “One and It’s Done” Campaign is available on the Guide to the Living Brand on BSLnet and on Brandworks. Guide to the Living Brand: • Go to BSLnet/Guide to the Living Brand • Click on Sales and Marketing Tools • Click on “One and It’s Done” Brandworks: •C ommunity login (first time login, create profile page/password)
o Username: BU# (numbers only)
o Password: welcome (all lowercase)
•R egional or DDS login assistance, contact your Account Executive
o Brandworks HELPLINE Contact: Brookdale@rjyoung.com or 1-844-296-8013 (8 am – 5 pm CST)
“ONE and it’s DONE” Medical Professional Referral Campaign April/May 2015
How to code a new referral in the Sales Management System (SMS): Capture the success of this campaign by accurately coding new referrals from your medical professionals. For new leads, add the primary lead source on the Lead Quick Add page as listed below. Don’t forget to add as much information as you can on this page and save. Then continue to the SMA lead profile, select the Inquiry Details tab (1st tab) and add the secondary course to track the campaign as listed below. • Primary Lead Source
Lead Source: Referral – Professional
Associate/Org. (select your referral source name)
o Click the Select button to the right of this field.
o In the new window, click the SEARCH button to display your referral sources.
o Select the correct radio button to the left of the name, and click CONTINUE on the bottom right.
•S econdary Lead Source
Lead Source: Special Event Off-Site
Lead Source Detail: Educational Program/Seminar
Additional Detail: One and It’s Done
o Click the Select button to the right of this field
o In the new window, click the SEARCH button to display Educational Program/Seminar Options
o Select the correct radio button to the left of the name and click CONTINUE at the bottom right
When you’re finished coding your new lead, make sure you click SAVE. If you need help, please contact salessystemhelp@brookdale.com.
“ONE and it’s DONE” Professional Relationship Profile – Page 1
Professional Relationship Profile
Date: _________________
Referral Source’s Name: _____________________________________ Date / Time of Appointment: __________________________________________
UNDERSTAND
LISTEN
PRE-PLAN
Goals: Plan out what unique questions you want to ask this professional to learn about their business. What do you want to accomplish or achieve? AVIP: Appointment - Visit - In-Service - Person
What are you bringing? (Flyer, Personal Connection, etc.)
“I would like to learn more about you and your business today. Do you mind if I ask a few questions, so I’ll know best how we may partner with you?” Tell me about your (community, rehab, practice, etc.)
What is your role here?
What is most important to you in your role?
What is your biggest challenge here?
How do we make an ideal referral to you?
What has been your experience with our community? How can we make it even better?
1
“ONE and it’s DONE” Professional Relationship Profile – Page 2
UNDERSTAND
“At Brookdale it is important for us to know you as a person and not just a role. you a few more questions that would help me to get to know you better?”
May I ask
If you could do anything you wanted other than your job, what would you do?
What are some of your favorite things to do outside of work?
Who inspires you?
How do you like to unwind or relax?
Summarize and verify their needs and expectations.
Needs & Expectations
Needs & Expectations
PARTNER
Needs & Expectations
SOLVE & ENRICH “Based on what we talked about today I have some solutions I would like to share with you.”
Advance the Relationship: (Logical, Timely, and Agreed Upon)
Contact Information “I’d like to make sure you have my contact information in case you have any questions.” (Give your cell or work number) “What is the best number to reach you? Email?” Name / Title: _________________________________________________________ Organization: _____________________________ Phone: __________________________________
Email address: _______________________________________________
Business Address: ____________________________________________________________ City: ___________________________ State: ____ Best method of communication with you?: ____________________________ 2
Frequency of Contact? ___________________________________
“ONE and it’s DONE” Brookdale Editable Continuum Flyer
The Right Care,
RIGHT AWAY.
Brookdale specializes in prompt patient placement. At Brookdale personalized assisted care is a way of life. So when it comes to assisting you, naturally we extend that same level of service and care. Call us for prompt patient placement, and we’ll arrange for the right care, right away — regardless of availability. That means if we can’t accommodate your client at a Brookdale community in your area, we’ll assist in finding another high-quality provider who can. With us, you make one call and your job is done. So, contact us for all your patient placement needs. For our “One and It’s Done” referral service, call (000) 000-0000.
brookdale.com
KCORP-P22-0315-FLY1
Brookdale® and ALL THE PLACES LIFE CAN GOTM are trademarks of Brookdale Senior Living Inc., Nashville, TN, USA.
“ONE and it’s DONE” Editable Availability Flyer
You make the call.
THEY GET THE CARE.
Brookdale offers you “One and It’s Done” prompt patient placement service.
Call Brookdale for prompt patient placement, and we’ll arrange for the right care, right away — regardless of availability. That means if we can’t accommodate your patient at a Brookdale community in your area, we’ll assist in finding another high-quality provider who can. No more calling around. No more hassles. Just peace of mind knowing that you’ve secured the quality care you want for you patients with just a single call. So, contact us for all your patient placement needs.
For our “One and It’s Done” referral service, call (000) 000-0000. Our rapid response referral process includes: • Same-day evaluations
• Transportation to community, if needed
• Assistance with paperwork
• Assistance with family meetings to discuss discharge options
Community Name
Community Name
Apartment Name • Services
Apartment Name • Services
Apartment Information
Apartment Information
Community Name
Community Name
Apartment Name • Services
Apartment Name • Services
Apartment Information
Apartment Information
Community Name
Community Name
Apartment Name • Services
Apartment Name • Services
Apartment Information
Apartment Information
brookdale.com
KCORP-P22-0315-FLY2
Brookdale® and ALL THE PLACES LIFE CAN GOTM are trademarks of Brookdale Senior Living Inc., Nashville, TN, USA.
“ONE and it’s DONE” Editable Availability Flyer – Life Enrichment
ONE CALL PATIENT PLACEMENT
is a real convenience. HAVING YOUR PATIENTS LIVE LIFE TO THE FULLEST
is a real gift.
Brookdale offers you “One and It’s Done” prompt patient placement service. Call Brookdale for prompt patient placement – it’s the only call you’ll need to make to get them the care they need. Once at a Brookdale community, your patients will enjoy our emphasis on engaging, stimulating programs and events. And our culture of care even applies to you – if we can’t accommodate your patient at a Brookdale community, we’ll assist in finding another quality provider. So call us, it’s the only call you’ll need to secure quality care for all your patient placement needs.
For our “One and It’s Done” referral service, call (000) 000-0000. Our rapid response referral process includes: • Same-day evaluations
• Transportation to community, if needed
• Assistance with paperwork
•A ssistance with family meetings to discuss discharge options
Community Name
Community Name
Apartment Name • Services
Apartment Name • Services
Apartment Information
Apartment Information
Community Name
Community Name
Apartment Name • ServicesApartment Information
Apartment Name • Services Apartment Information
Community Name
Community Name
Apartment Name • Services
Apartment Name • Services
Apartment Information
Apartment Information
brookdale.com
KCORP-P22-0315-FLY3
Brookdale® and ALL THE PLACES LIFE CAN GOTM are trademarks of Brookdale Senior Living Inc., Nashville, TN, USA.
“ONE and it’s DONE” Editable Email Template Immediate Patient Placement. Always
The Right Care. Right Away. Brookdale specializes in prompt patient placement.
At Brookdale, premium care is a way of life. And, when it comes to assisting you, we extend that same level of service and care. Call us for prompt patient placement, and we’ll arrange for the right care, right away — regardless of availability. That means if we can’t accommodate your client at a Brookdale community in your area, we’ll assist in finding another high-quality provider who can. With us, you make one call and your job is done. So, contact us for all your patient placement needs.
For our “One and It’s Done” referral service, call (000) 000-0000. Or visit brookdale.com
Call us at (000) 123-4567
One and It’s Done
Making Brookdale’s sales and business development teams the one to call for busy medical professionals
brookdale.com
Love, The Brookdale Marketing Team KCORP-P22-0315-SPL
Brookdale® and ALL THE PLACES LIFE CAN GOTM are trademarks of Brookdale Senior Living Inc., Nashville, TN, USA.