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- Hi folks, Steve the Hurricane here,
and on today's episode of A Drink With the Hurricane,
I'm going to be speaking about
the private duty target customer.
Who is our target customer?
Cheers.
This is A Drink With the Hurricane,
the home care sales and marketing talk show
that discusses all things growing your home care business.
(upbeat music)
Okay, so I've, making all these videos.
I love making videos, Drink With the Hurricane.
It's fantastic.
At every boot camp, and every time I speak
at a conference or a convention,
when I'm talking to private duty individuals,
I always ask them, who is our target customer?
And nobody really knows the answer.
And so that's why I'm gonna dedicate
an entire episode to this.
And I do this at the boot camps.
But it is so vital that we understand
who our target customer is,
because if you don't know who your target customer is,
how are you going to attract or find that target customer?
And it sounds obvious like, "Well duh, Steve,
"I'm looking for somebody elderly."
But it's a lot more than that
if you really wanna scale your business
to three million dollars and beyond.
That's everything I talk about.
Everything that we do here is to help companies
get to three million dollars and beyond.
Or five million dollars, or ten million dollars, and so on.
But you've gotta understand this important process.
Who is our target customer?
And so, I'm gonna draw this out for you, okay?
So our target customer here,
are nerds, okay, we are looking for nerds.
Now, first off and foremost, I want you to understand
I love seniors, I love all of the people out there.
So I'm not really looking for a nerd.
I'm a nerd, okay.
I love Marvel Comics, and all the action hero movies
that are out there.
I went to the gym dressed as Captain America yesterday,
and the day before, Black Panther.
So I'm a huge nerd, alright?
So I'm not making fun of anybody.
This is actually an acronym, and it stands for something.
So the N, what do you think N stands for?
Nope, nope, nope, nope, this is what it stands for, okay?
Need, need.
We have to find people who have a great need.
Because when people need our services,
then they're willing to exchange money for it.
'Cause think about it.
People, why don't you have home care?
'Cause you don't need it.
Why don't people, everybody have home care.
Because most people don't have a need.
So we gotta make sure finding people with the need.
Now who has the greatest need?
'Cause I don't wanna have somebody who's using our services
two days a week for a couple of hours.
That's not a target customer, okay?
I want somebody who needs round-the-clock care.
I want somebody who needs live-in.
I want somebody who needs 84 hours a week,
168 hours, 56 hours a week.
Those are the kinda clients that I want.
At the very minimum, 28 hours a week, right?
Four hours a day, seven days a week.
That's the kind of client I'm looking for.
Who is this?
People who suffer from five or more chronic conditions.
CC, write that down, chronic conditions.
People who have five or more chronic conditions
attribute for 20% of the medicare population
in the United States.
Around the world I'm sure it's the same thing.
Because if you have that many chronic conditions,
what's a chronic condition?
Macular degeneration, minor cognitive impairment,
diabetes, high blood pressure, and COPD, right?
That's five chronic conditions.
If somebody's got that much, much of a need,
they're gonna need help.
Because they're gonna be constantly
in and out of the hospital.
As a matter of fact, this 20% of the population,
when you look up statistically,
medicare spends 3/4 of all resources taking care
of this population.
So 20% of the beneficiaries get 75% of all the resources
because they're constantly in and out of the hospital.
So I am looking for people with
five or more chronic conditions,
because they're gonna need a lotta help
in order to stay home and out of the hospital.
So that the first part of our target customer.
The second part is the obvious one,
here E, c'mon guys say it, is for,
that's right, elderly, right?
I heard you, I really did hear you say that, I know.
And some of you are probably like,
"I didn't say elderly."
Yes you did, alright, so, elderly.
Duh, we're taking care of medicare beneficiaries.
These are people who are 65 plus years old.
Alright it's people who are elderly.
Now every once in a while, we get somebody
who's a little bit younger.
I always feel that it's tragic when somebody
in their 40s or 50s needs our help,
because I just feel it's too young,
but I understand MS and other diseases out there.
People have a great need.
But our target audience are people 65 plus
with five or more chronic conditions.
Now, what do you think R stands for?
I'll give you a hint.
R stands for resources.
(marker squeaking on board)
We need people who have resources.
Now the reason why I'm staying with medicare,
is because 60% of the senior population
in the United States are on medicare.
40% are on medicaid or medi-cal,
which is a medicaid version for the state of California.
That's not our target customer for a private pay standpoint.
But if somebody's on medicare,
that means that they have some resources.
It does not mean that it's unlimited.
But it means that they have some resources
that they can spend to get the care that they need
and they're elderly, so it goes another step further
to help us finding our target customer.
So 60% of our population has the resources
to afford some level of private pay care.
And then the last one, the D,
is one of two things, or both.
Disabled or dementia.
Disabled or dementia, or both.
In our industry, stroke is the number one cause
of long-term disability.
The number one cause of long-term disability.
If someone's gonna end up in a nursing home,
just visit nursing homes for marketing purposes.
Or just go visit a nursing home.
I'm a deacon, I preach at nursing homes
every once in a while.
When you go in a nursing home,
half the people that live there permanently,
had a stroke.
Because it's the number one cause of long-term disability.
Somebody who has great need,
five or more chronic conditions,
elderly, with resources, and they're disabled
is a target customer who's gonna need a lotta help
to stay out of the nursing home.
Dementia, the reason why I put that there
is because dementia is a pain point for the industry.
Meaning from a hospital standpoint, a rehab standpoint,
even many of the memory care units
that exist around the country,
there is nothing short of one-on-one care,
to handle a demented or geri-psych situation.
They need a lot of help.
And if you run across a family
who has a lot of resources,
they're willing to spend whatever it takes
for their loved one to be able to
stay out of the psych unit or stay out of the hospital.
Because they're injuring themself.
Or they're getting hurt because
their disability, their dementia,
is beyond what the normal scope of health care can cover.
That's why if you have, person who's calling in,
and you're targeting, and you're going referral sources.
And you're looking at this, this, this and this,
this equals target customer.
So now that you know how to, who you're looking for,
you can put all of your resources,
your direct referral marketing effort,
towards targeting this specific
small slither of the population in your territory
towards getting those people to sign up for services.
And you'll have a much higher success rate,
because you know who you're looking for specifically.
This will help you out in so many different ways.
So, there you have it folks, do this.
If you want to find out how to get these patients,
you wanna find out how to grow your business
with these type of patients, 84 hour a week patients,
168 hour a week patients,
if you want more of that type of business,
to scale at the three million dollars,
five million dollars and beyond,
pick up the phone, give us a call,
and let us help you blow away the competition.
(upbeat music)