There is just ONE step you can take TODAY that will almost certainly guarantee the successful implementation of an EHR in your IDD service business. This way is to the fastest and broadest rollout possible. Read our blog to find out what it is!
Marketing IDD Services and Supports
Table of Contents
Introduction To Marketing For IDD Providers
Choice is incredibly important in the world of IDD services and supports. Because people with Intellectual and Developmental Disabilities have historically been denied choices and were often the victims of systematic abuse and exploitation by unscrupulous service provider monopolies, rules and laws now ensure that people are afforded the right to choose services and the people and organizations who provide them.
Choosing where and with whom to live, choosing the details of services, and choosing a service provider can be confusing and scary. How do people know the difference between Provider A and Provider B? Local Authority Service Coordinators are required to assist in the selection process but prohibited from promoting one provider over others so that they don’t unduly influence the person’s right to choose. Service recipients and their families are provided with long lists of providers and questions they should ask as they seek to find the “right fit,” for their specific desires and needs.
Can A Provider Market To Potential Clients?
Marketing isn’t prohibited solicitation. It isn’t “buying” or “bribing” clients with gifts. It isn’t a bad word. It is the process of interesting potential customers and clients in your services. Providers of IDD Services and Supports are, by their very contract obligations, the same. Every Provider is required to offer the same services, is subject to the same rules and regulations, and receives the same pay to do so. To be interesting, a Provider must be able to show difference. Seeing your company name on a long list won’t inform prospective clients who you are and how you’re different from everyone else on that list.
Without an opportunity to meet prospective clients face to face (provider fairs are few and far between these days), many provider organizations are at a distinct disadvantage. Enter the basic marketing plan.
How Am I Different As A Provider?
So how ARE you different? Developing a marketing plan forces you to do more than say, “We’re different because we CARE.” Guess what? Everybody in the field cares. Nobody enters the highly-regulated world of providing IDD services and supports as a means to make huge profits without an emotional connection. Providers need to be able to clearly articulate the actions that demonstrate the emotion. Rather than telling people how much you care, point to the proof – how people can experience that caring. Buyers respond most strongly to what a product/service will do for them/make them feel (benefits) as opposed to a long list of what a product can do (features). So don’t just list features (eg 3-person group homes with regular day hab); instead list the benefits (eg comfortable, climate-controlled and secure client accommodations with fun, educational and empowering day hab activities).
Since every provider of ICF, HCS, or TxHmL services receives the same pay for the same services, you should point to how your organization adds additional value for no additional cost. Provide concrete examples to prospective clients and their families in your communications. Your value-adds don’t have to be flamboyant or costly but should point to the flavor and culture of your organization.
Are you faith-, religion-, or ministry-based? Market your engagement in church or ministry activities. (services, inclusive classes, camps, etc.)
Do your services focus on physical wellness? Market your involvement in sports and leisure activities. (Special Olympics, fitness and organized sports teams, etc.)
Is your organization focused on families rather than individuals? Market opportunities to interact in family-friendly activities (game nights, family picnics, etc.)
This doesn’t mean that you don’t address the quality of services & supports, or compliance with regulations, just that you FOCUS and concentrate marketing efforts on the things that make you stand out from the crowd (or provider list).
How Do I Effectively Communicate Benefits To Potential Clients?
- I’m surprised by the relatively low number of providers with active websites. Offering a way for people to find you is critical to successful marketing! You don’t have to be a webmaster to set up an appealing, vibrant presence on the internet that’s available 24/7. How often do you use Google on your phone or computer to find products, services, and ideas? The people you want to serve and their families are just like you! They won’t find you if you’re not there, and they won’t WANT you if you don’t show who you are. Make sure your Focus is clear and visible.
- Social media sites are another great way to communicate ideas, events, and opportunities to connect. Streaming video content is particularly helpful to share some of the energy of your value-add activities. (Focused Software’s consent feature can make obtaining photo and video releases even simpler with on-screen signatures!) CAUTION: If you set up a social media site, be aware of the need to add good contact info, make regular posts, and continuously monitor to keep the Focus active and relevant. (Check out last week’s Focused social media blog so you can avoid the many pitfalls.)
- Developing partnerships with outside entities can also be helpful but remember to keep them relevant to your Focus. Enlist support from other community members to increase visibility in your community. Remember – if you’re faith-focused, pursue partnerships with churches, youth groups, and other ministry partners. For physical wellness, approach the local YMCA or health clubs, or high school teams. When they hold events, ask to be part of the planning, support the people you serve to volunteer, then take lots of pictures! Showing that interaction (on your website – or even better, on theirs, on social media, in the local paper) increases community visibility.
- Do you have (current) printed brochures? Service coordinators are allowed to provide those to prospective clients (and some Local Authorities upload them to their own websites), so it’s definitely a justifiable expense! Make sure to include those infectious action pictures! They’re much more impactful than pictures of empty rooms in group homes, and will provide a visual of the value-adds you want to promote.
Until Next Time.....
You have a lot to offer! Finding effective ways to communicate your value to others will serve to increase visibility, strengthen the relationships you already enjoy, and promote growth!
We’ll explore more tactics to build out your marketing plan and discuss how to measure success and make course corrections in future posts, so keep reading and learning!
Meanwhile having your foster/host home care-givers, nurses, case managers and other full-time staff use a value-added EHR can really help your company become more efficient as well as project a modern, polished and streamlined image. It will also look great in your marketing campaigns! Call Focused Software today so we can show you just how much we can do for you and your team.
Call NOW – (281) 884 3537 ext. 117
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Photographs: Blue Door Red Door by Letizia Bordoni on Unsplash; Thinking Woman by Robin Higgins; Lemon slices by rawpixel; Passion led us here by Miguel Oros
