A Higher Standard in Homecare Education, Training, Tools & Support
A NICHE PERSPECTIVE FOR A NICHE COMPANY
For over 20 years, Beacon Health has been providing very targeted products and services, such as training materials, educational resources, and guidance services, to a very niche market, namely Medicare-certified homecare agencies.
" . . . Testing different strategies just wasn't an option. We had to get it right the first time . . ."
When Third Person, a Milwaukee web design and advertising firm, began working with this company, it quickly became apparent that, like its target audience, Beacon Health's marketing challenges were very unique.
"Other companies with larger target audiences can test one strategy against another. But, since Beacon Health's entire target market has just 10,000 businesses, testing different strategies just wasn't an option for Beacon Health," said Melinda Caughill, COO of Third Person, Inc. "We had to get it right the first time."
" . . . (We've) dramatically increased our customer retention rate as well as our reputation as experts in the industry . . ."
To ensure that the marketing strategies were right, Third Person spent a great deal of time getting to Beacon Health's customer base as intimately as possible. Only then were they able to create web designs, strategic marketing, advertising, and branding strategies that they were confident would work.
According to Richard Omdahl, CEO at Beacon Health, it was the work that Third Person did to get to know its customer base that made all the difference.
"When we began looking to redesign our web site, we chose Third Person because they worked very hard to understand our business and the customers we serve," recalls Richard Omdahl, CEO of Beacon Health. "Third Person did a great job of integrating several diverse requirements and creating a web site that works well for us and our customers."
Beacon Health publishes two monthly and one bi-monthly newsletter. Unlike other newsletters, Beacon Health does not provide news or report on what’s happening. We provide education – training on how to demonstrate compliance with the myriad of regulations and criteria governing home health care providers. So most of our newsletters articles are evergreen, they can always help our customers.
Third Person was able to help us design a content management system to manage the thousands of articles and Q&As. Entering key search words, such as “start of care orders,” produces a list of relevant articles. This feature has dramatically increased our customer retention rate as well as our reputation as experts in the homecare industry."
Diane J. Omdahl, RN, MS
President and Editor-in-chief