The Commons on St. Anthony

How do you increase referrals by 80% for rehabilitation, and 36% for long-term care in eight months? The answer is careful planning.

 

How the story begins

A newly renovated skilled nursing facility in Auburn, New York opens in 2014 and expands a year later with 80 more beds for short-term rehabilitation. This is a unique marketing challenge as The Commons on St. Anthony, a part of the Loretto family of senior living services, is the coming together of the Mercy Health and Rehabilitation Center and Cayuga County Nursing Home, both of which closed for different reasons. There is much confusion in the community about those closures and then the merger with Loretto.The Commons Home page visual

Research Reveals

  • Awareness of the new name is low. The new facility is physically located on the former Mercy site and the community refers to it as Mercy.
  • Strong competition. Within a small community, there are two other primary competitors, one is part of Auburn Community Hospital where most referrals are derived.
  • The quality of care at The Commons is superior, kind, and compassionate, but relying on word-of-mouth is not going to be enough to increase admissions fast enough.
  • The renovated facility itself is a competitive advantage but more need to see it.

Our Strategy

  • Develop a comprehensive referral marketing program that informs physicians, social workers, discharge planners at area hospitals, and healthcare support agencies of our unique offering.
  • Create a consumer marketing program based on testimonials from their neighbors. Print advertising, digital marketing, and a new website foster this program. Visit www.CommonsStAnthony.org
  • Hold events at The Commons for referrers and consumers so that they can see the brand-new facility.

Print

Results

  • Overall hospital referrals are up 36%, rehabilitation referrals are up 88%
  • Long-term care admissions have risen to the point where additional beds have been added.
  • Comparing August to October 2015 v. 2016 referrals, we’ve experienced a steady climb from 25% to 77%.
  • The census goal for The Commons has been reached.
  • The advertising is well received and families that are featured are pleased to be part of it. Best of all, website visits are up 32% YOY.
Intro

Why you need a healthcare marketing consultant:

I bring stability to the marketing function

I bring stability to the marketing function

My proprietary process gives me insight into your business to develop unique solutions

My proprietary process gives me insight into your business to develop unique solutions

If you can’t afford a full-time marketing director

If you can’t afford a full-time marketing director but have full-time issues, me and my team can be your solution.

You don’t have to be a marketing expert, I do.

You don’t have to be a marketing expert, I do.

Hire a specialist, not a generalist. My specialty is healthcare marketing and has been for over 20 years.

Hire a specialist, not a generalist. My specialty is healthcare marketing and has been for over 20 years.

Contact

Need an hour to discuss your healthcare marketing dilemma? Call Cathy at 585.216.5766
or
email her here.

Why my mother and many leaders are confused about healthcare marketing.

As a healthcare marketing consultant (or CMO for hire), I’m asked the same questions about marketing consistently and it’s clear that there are many misconceptions about my profession. From CEO’s to my mother, there is truly a fundamental lack of understanding of what marketing is and can accomplish. So, I began asking clients and colleagues in this space why this might be.

Han-Tek Integrated Handling Systems

Han-Tek Integrated Handling Systems was experiencing the downturn in the economy and the shutter of many manufacturing companies in the North East where they did business. Furthermore, competition for those remaining companies was strong.

Whitney Young Health

How do you inspire trust and confidence in a diverse urban community?

Lakeside Healthcare Systems

Lakeside, located in Brockport, NY, is a small community hospital with 100+ beds. They had recently hired a new CEO and physicians that changed the face of the health system. They soon realized that public perception and the reality of what they had to offer was distinctly different. That’s when The Marketing Collaborative stepped in and took those assets and made them visible to the outside world.

United Helpers rebrand Part I

How do you inspire trust and confidence in a diverse urban community?

Cornell University Computer Science

With only two months lead time? Impossible? With only two months lead time? Well almost.
That was the assignment and some of the challenges we faced but we also recognized that it was an opportunity to work with an outstanding university and an exciting program which included having Bill Gates at the dedication of the Bill and Melinda Gates Hall.

Fairport Baptist Homes

Fairport Baptist Homes is 100+ years old and well known as “the nursing home on the hill.” Like many senior living facilities, this organization has evolved with the times to offer seniors the ability to stay home safely, rehabilitation when they’ve been injured or had a hospital stay and aren’t ready to go home, or want to live with other seniors in a variety of housing options — assisted living, skilled nursing, and independent housing.

Building physician practices

Health centers have many of the same challenges...

Geneva Community Health

Based on our research we recommended, and FLCH agreed, that we would market each location by their health center names — Geneva Community Health, Port Byron Community Health. There was also confusion in the market place as to our affiliation with the hospital system — Finger Lakes Health. We are not affiliated.

University Medical Imaging

University Medical Imaging is an affiliate of the University of Rochester Medical Center and this is significant for two reasons: (1) it allows for access to the latest research but being privately owned gives it the flexibility to respond to patient needs and (2) it is often confused with University Imaging which is wholly owned by URMC.

Need an hour to discuss your healthcare marketing dilemma?

Call Cathy at +1 585.216.5766
or email Cathy Here

CONTACT US

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