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Presentation by Irving Stackpole
Monday, May 19, 2003; 10:30 - 12:30
The Empire State Association of Adult Homes and Assisted Living
Facilities
24th Annual Conference and Trade Show
Albany Marriott Hotel, Albany, New York
May 18 - 21, 2003
Session Summary:
Community attributes, such as location or appearance that are important
during the purchasing decision are not the same as those, which
are important during residency. Community managers often assume
these are the same, and measuring residency satisfaction they assume
purchasing attributes are the same or similar. Research and practical
experience has shown this is not true. Understanding purchasing
attributes and how they are operationalized will increase marketing
effectiveness, reduce per lead cost and increase closing ratios.
Learning Objectives:
- Differentiate between purchasing attributes (prospects) and
satisfaction attributes (residents)
- Describe two procedures for discovering purchasing attributes
- Report the results of national studies of purchasing attributes
(conjoint / trade off experimental design)
- List strategies to operationalize the preferred purchasing attributes
- Identify tactics for implementation of preferred attributes
and measure their effectiveness
For additional information about this event,
please visit
the ESAAHALF web site
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