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As we finalize our preparations for the LeadingAge PA 2019 Annual Conference + Expo, we’re thinking about this year’s conference theme: Own the Future. It’s a fitting theme given how many senior living organizations are in the process of reshaping their communities to adapt to changing industry trends and guarantee maximum revenue potential in the future.

I’m pleased to be presenting alongside Brynn Buskirk, Phoebe Ministries’ VP of Marketing & External Relations at this year’s conference. Join us for session 24-C: Repositioning Your Payer Mix — Making the Shift in Sales and Marketing. During the session, we’ll be taking a deep dive into the marketing and sales implications of repositioning a community. Here’s a preview of what you can expect.

A Sneak Peek at LeadingAge PA 2019

The reduction of reimbursements to communities, coupled with the increase in operational expenses, has caused the need for providers to shift the focus of their payer mix. In the coming years, many communities will prioritize private pay independent living or assisted living residents over higher acuity care levels. But to attract the prospects that will make this revenue transition possible — the younger Baby Boomer cohort — there’s an ideological shift that needs to take place as it relates to sales approaches and marketing strategies.

It’s not a shift that will happen overnight and it’s one that presents more questions than answers in the beginning stages. For example, how will the change impact how you go to market? Will it change how you’re are perceived by your audience? How will it affect your internal processes?

In the beginning of our partnership, Phoebe had very similar questions as they underwent their own repositioning for their multi-site senior living system. We’ll be looking at Phoebe as a case study during this session and evaluating what worked — and what didn’t — as we partnered with their team to shift internal mindsets, transform external brand perceptions, market their product in a way that appeals to younger prospects and operationalize a new sales approach.

By the end of the session, you’ll be able to set your community’s goals for a successful repositioning and use your learning to begin the next steps in the process.

Connect with Us at LeadingAge PA!

Are you planning on attending LeadingAge PA 2019? If so, I’d welcome the opportunity to meet with you at the show. You can visit the Creating Results team at Booth 52 during the conference. You can also email me if you have any questions about marketing your community during the repositioning process.

About The Author

Kimberly Hulett

Kimberly Hulett serves as President of Creating Results, directing a talented staff with her thoughtful, strategic guidance and experience at all levels of senior living. Kimberly is an expert at brand development and implementation, and has been a catalyst for transformation in the organizations that she has served.