Some of the recent buzz among members on the NADSA listserv has included conversation about how everyone's census is doing. "This time of year our numbers are generally low, but this year we are growing like a bad weed and I can't figure out why," stated one member. "We are doing nothing differently; in fact, we didn't market the program last year and grew 20%. A lot of private pay. I have no clue why this is." Can you relate…or maybe you wish you could say that about your center?

Adult day centers seeking longevity in business pay careful attention to marketing and financial management in order to care effectively for their customers. The following practices are among those offered as a result of research by Partners in Caregiving, a national program initially funded by the Robert Wood Johnson Foundation:

• Establish operating hours for a full day based on the needs of caregivers and participants.
• Give everyone the opportunity to pay! Calculate and charge the full cost of care, while being prepared to offer discounts to those in need.
• Target and track referral sources.
• Make formal referral sources the primary referral source targeted by center.
• Track terminations to determine why participants leave your center, thus revealing your competition.
• Ensure that center marketing materials and policies demonstrate knowledge of the process of converting inquiries to enrollments: the first call, following up the first call, the first visit, converting the first visit into an enrollment and customer satisfaction.

How many inquiries does your center get each month? Visits? Enrollments? Do you track who refers potential participants to your center? What follow-up is done with the potential participant? With the referral source? What is your center's strategy to get more referrals? If you hesitate to answer any of the preceding questions, here's hope!

Resources were published by Partners in Caregiving based on lessons from the 21 years of research, training and technical assistance related to marketing in the field of adult day services. The resources offer a wealth of lessons about how adult day centers can be more responsive to the needs of participants and their caregivers, thereby leading to becoming financially viable. Although Partners in Caregiving closed in December 2008, their valuable research lessons are still available for purchase on the NADSA website. For more information, email partnersincaregivingproducts@yahoo.com or call (919)-880-2924.