Re-branding and a word-of-mouth marketing strategy increased Medicare census by over 25% for this suburban Virginia facility


The Challenge:

This well-known LTC provider of primarily private pay for almost 30 years was challenged because neither census nor revenue's were meeting goals.

Our Approach:

As part of our proprietary Marketing Roadmap™ process, a Medicare Fair Market Share analysis and competitive data confirmed significant growth opportunities for the building to enhance both their Medicare and private pay census. In response to the findings, a marketing plan was developed to increase Medicare Part A referrals while also aggressively pursuing private pay admissions.

The Solution:

First, the building was re-branded and strategically re-positioned as a provider of short-term rehabilitation. This message was delivered to all area referral sources in an aggressive ongoing campaign to attract Medicare referrals. In addition, a coordinated and targeted campaign to generate positive word-of-mouth among high income households in the building’s primary service area was implemented.

The Result:

Medicare census increased by over 25% while word-of-mouth referrals increased by 30% over two years. Currently the facility is in the process of doubling their Medicare bed capacity to handle this growing source of high reimbursement referrals.

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