Door-Opening Strategies

As the boomers age, people live longer and the elderly seek help with the activities of daily living, we are witnessing tremendous growth in the number assisted living facilities. From large hotel-like facilities to housing communities with sprawling campuses to private homes catering to two and more residents, the assisted living industry is expanding in almost every area of the country.

The easiest way to locate such a facility in your area is by looking on the Internet for licensed facilities in your state. But there are also other ways to search in your locale:

• Locate a senior living guide or resource book distributed in one of the offices you visit.
• Research the Case Management Resource Guide online.
• The local United Way office is a possible source, or it could be you can obtain a list from a local social service agency.
• Ask assistance from a social worker in a hospital who may use such a guide in assisting patients and families.

Once you have a list in hand, you will realize you may have uncovered an interesting source of potential referral sources. You can search for the assisted living facilities in your area and categorize them in any number of ways, including:

• By price. When you know the price, you may have some indication of the types of products residents can afford and might be interested in. Assisted living facilities charge anywhere from $500 a month to more than $4,000.
• By zip code. The location of the facility could let you know something about the economic situation of some of the residents.
• By payment source. Most facilities are private pay, but some may take Medicaid recipients.
• By types of programs, such as Alzheimer’s units or rehabilitation centers. You can then determine what products you offer that would be of interest and value to particular residents with a special need or diagnosis. Some assisted living facilities also include a long-term unit or a nursing home unit. If that’s the case, you might have two different staffs to contact.
• By services offered, including those with one- and two-bedroom apartments and a list of events and services, such as beauticians and special transportation to community events.

Your goal is to find ways not only to reach the residents, their families and the staff but to meet the needs of the residents by improving the quality of their lives. Many of those in assisted living facilities will be unaware of your products and how these items can help within the homes or facilities where they reside.

There are several ways to reach key decision-makers so you can share information about your HME company:

• Ask about opportunities to present in-service programs about your products, from bathroom safety items to mobility products. Some residents may want to purchase these products for use in their rooms or when visiting family or friends.
• Ask if you can present a program to the families of residents. Families often contribute funds for rent. They may also want to purchase an item you offer as a gift or for a special occasion.
• Ask if there are any products the staff believes residents would like and that would help make it easier for them to live independently. Staff members might also be able to suggest to individual families a particular item to consider.
• Ask about sponsoring or being part of an open house or event for residents and their families. Many facilities have programs for families, such as holiday events, health fairs and Sunday dinners, etc., that would provide the opportunity for you to set up a display or share the products you offer.

Make a sales call plan to visit several facilities each week. Understand, however, that each one may have a different organizational structure. You may want to talk to the activities coordinator, move-in supervisor, director of nursing, director of rehab services or nursing manager.

If you are going to succeed in these economic times, you must reach out to new referral sources. Look around. There could be a number of these untapped resources in your community.

Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. You can reach him through www.DynamicSeminars.com or at 954/435-8182.