Well, we finally took a brief vacation. We visited Philadelphia to go to the Christmas market and my alma mater, the University of Pennsylvania. We booked 3 nights at the Hampton Inn on Race and 13th Streets. Little did we know that we were on the outskirts of Chinatown. Searching for good Chinese food, a recommendation for Peking Duck popped up in my Google search. We great reviews, we ventured to Lau Kee's place. Just a few blocks away from the hotel, it was in the middle of Chinatown. There were so many choices from competing restaurants as we walked down Race Street. Lau Kee restaurant stood out. Their signature Peking Duck hung in the window (picture above) calling to us. My wife and I ate at the restaurant. We were promptly seated and served. I had to have the Peking Duck. My wife had the Rice Noodle with Chicken dish (They were sensitive to her gluten-free requirements). The Peking Duck was amazing: tender duck meat, crispy duck skin, and topped with the signature duck sauce. The atmosphere was authentic and amazing. It is now my favorite Chinese restaurant in Philly. I began to wonder how this small operation was so successful with so many other food choices in the local area.
So what does this have to do with business strategy? For senior care operations, the lessons are:
In a crowded industry, build a brand to distinguish yourself.
Build your brand by selecting your best service then brag about it. Let clients know that your agency is the best place in town to get this service. Show them why your service is superior. There are several way agencies can differentiate themselves:
Specialized in a particular service type (physical therapy, occupational therapy, nutrition and meal preparation)
Focus on a particular client niche (e.g., veterans, dementia patients, early seniors)
Geographic niche (downtown families, neighborhoods)
Demographic niche (working families, retirees, independent living couples)
Pick a product (or service) that you can excel in.
Do an inventory of your organization's skillsets. What is your team good at? What areas does your team excel in? How can you enhance the skills your team has?
Focus on high quality and excellent service.
Quality is king in today's market. Focus on making and keeping your signature service excellent. Streamline the production process to eliminate errors. Innovate to create new value.
Price your product (or service) fairly, don't low ball it.
Clients know everything today is expensive. They also realize you get what your pay for. Price your services so you can be profitable for the long-term. Do not low-ball your rates.
Wash, rinse, and repeat.
Create operating policies that document how you produce your signature service. Documenting the process ensure consistency in delivery and maintains quality. It also creates a roadmap for new employees. Automate parts of the process that make sense.
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