Marketing To Nursing Homes: Talking Price

If you've been following our series about marketing to nursing homes, then we're glad to see you back for the third post in the series. If you missed the first two parts you can find Part 1 here, and Part 2 here. 

In this post we'll tackle the question of talking price. If you get your foot in the door with the administrator, is that the time to share your fee schedule, or do you risk your contact making a hasty value judgment on the costs?

Bottom line, you have to prove the value of what you're offering first.  Then when they ask – and they WILL – let them know your fee.  The cost is one month of nursing home care to protect the house. Again, let them know the value first.  They aren't just looking out for themselves, they're protecting their residents.

It's a good idea not to undercut. Just tell them, “This is what it is,” because the business office manager knows how much work is involved in dealing with Medicaid, putting the application together or running it through the system. (The administrator, on the other hand, might not be quite as aware of what is involved, so tailor your message to the audience.)

So, a lot of times, the business office will be your biggest ally when it comes to cost.  You let them know your fee, and the business office is probably thinking, “Yes, I do this myself and it’s worth it to have you do it.” So be straightforward about it, because they’re going to ask you.  If you’re not willing to share that info or you kind of beat around the bush, you won't gain their trust and they might not be comfortable sending clients to you.

Tell the business office that it’s usually one to two months of nursing home costs, according to how complicated the process is. When you put it in those terms, the business manager relates the numbers to their fee, as well.  You might not nail down exact figures, but it helps if you ballpark it to what their dollar figure is, what they’re charging their clients. Check back here soon for more on nursing home marketing.

Roslyn Drotar – Coaching, Consulting & Implementation, Lawyers With Purpose