Integra Care’s 3Dimensional Focus
IntegraCare Corporation (ICC) provides professional management services for the development and operation of senior living communities. The company specializes in senior living communities that are positioned as part of integrated healthcare delivery systems and turning around communities in financial and operational distress.

Integra Care has worked with Massolutions for a number of years on many marketing and public relations efforts.  One of the biggest challenges for IntegraCare involved their initial company mission statement: Our mission is to improve the quality of life for our employees.  The organization wanted key stakeholders and target audiences to understand how important employees were to the quality of life of residents and their families. 

However, some potential residents and family members were confused by the mission statement.

Massolutions developed the IntegraCare 3Dimensional Focus as the company mantra.  “Our 3Dimensional Focus involves:

*Focusing on Employees because they are at the center of all that we do.  Satisfied and motivated employees provide the care and attention that our residents and families deserve.

*Focus on Residents because they are the reason we exist.  We want our residents to have healthy and vibrant lives.  Activities and personal interaction are a part of every day life at IntegraCare properties.

*Focus on Families and Friends because they are essential to a healthy and productive life for our residents.  In fact, IntegraCare’s Family and Friends Concept involves tailoring each property to promote visits and interaction of family and friends. 

IntegraCare also partnered with Massolutions assistance when it felt its marketing processes and selling systems were not producing the desired census levels.

Working with Loriann Putzier, COO of Integra Care, Massolutions examined the company’s sales process phase by phase. What was learned was that Integra Care was not pleased by the performance of any of its three main sales phases: generating inquiries, number of customer tours and the number of tours closed as sales.

The Massolutions team, working with Putzier, developed solutions to all three issues. First, marketing efforts to generate more inquiries were refined. A greater precedent was placed on outreach to potential customers including the utilization of billboard advertising and direct mail among other tactics. This led to an increase in prospect inquiries.

The second step was a close inspection of why such a low number of inquiries were not resulting in more customer tours. The study showed that Integra Care prospects were not receiving a consistent message from receptionists and marketers. To help solve this problem, Putzier decided to use a third party telephone selling system which provided a more consistent message to prospects and helped to generate more tours.  Massolutions was asked to develop a training and coaching program that would help current and new Executive Directors and marketers to effectively use the new system.

In addition, the research and analysis indicated that when a prospect toured an IntegraCare property, the ‘tour to close’ ratio was not at the desired level.  Massolutions suggested that a tour story be developed for each property based on ‘real life’ stories about employees, residents and families. Massolutions also developed a training course for those delivering tours to clients. All members of the marketing and sales staff were trained under the new tour system. While the tour training targeted offering a consistent experience that hit on all key selling points, Massolutions designed it to be flexible so it could be tailored to each individual prospect to include anecdotes that would help the prospect relate their situation to another customer who had a positive experience after completing a purchase. Ultimately, Integra Care’s tour-to-close ratio steadily increased.