As executive director of sales and marketing at Shay Health Care Services, Maribeth Hearn has a well-defined target market (women between the ages of 40-60), a comprehensive approach to social media (Pinterest is her new favorite tool) and a healthy sense of foresight (her workshops have application for Gen Y, too).
Hearn offers this peek inside Shay's practice: "We market to the sandwich generation in an effort to educate them on their options to provide care for aging parents and relatives. I created a 20-minute workshop that helps them answer a checklist of needed information. Once completed, it can truly help both the senior and their child."
LHP: Tell me about your practice.
MH: We provide in-home health care and caregiver services, as well as 24-hour live-in care. We often work with doctor's offices to provide those services. The other key consumer for us would be the public; an individual might call in and say I need somebody to help provide care for a certain number of hours a day, and we would work with them directly.
LHP: Describe your ideal client.
MH: I market to a 40-60 year old woman, who typically works outside the home, has children at home and aging parents. So, even though the care is for her parents, she's the one who will get the burden of deciding what to do. She will research online and help her parents figure out what they should do.
LHP: Your No. 1 tip is about marketing to the sandwich generation. How has this technique grown your business?
