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Timothy Rowan

2018 CSA Conference


Timothy Rowan, M.A.

Rowan Reputation Resources


Roger McManus, MBA

Rowan Reputation Resources



Grow Your Home Care Census with Your Online Reputation

Inverse Marketing is a term that was coined after the Internet became a critical business tool. Traditional marketing is the practice of saying wonderful things about your products and services. Inverse marketing is getting your happy clients and patients to say those things for, where all the world can see them. This tactic only became available when Google created "Google Local," the results page where searchers are taken when they include a city, county, or state in their search string.

When an adult son or daughter who lives in another state is looking for services for a parent, they go to Google -- sometimes Yelp or Facebook -- to find the provider with the most reviews, the most positive reviews, and the most recent reviews. EVEN IF they already know your name, possibly by a referral from a friend or relative, they will look you up before they call you up. We have all been trained to accept the testimony of perfect strangers online. Think TripAdvisor or Amazon Reviews.

Whether you are a home care agency, a law firm, or a CPA firm, you should be putting the power of Google Local to work for you. Their billion dollar infrastructure is yours to use for free. However, search results are limited to the top three companies, which Google ranks, in part, by looking at your reviews. If you do not appear in those top three, your odds of getting a call from that faraway adult son or daughter are virtually nil. If you do show up at the top, and your competition does not, your phone will ring all day long. We have seen it happen with home care agencies, dentists, even tire stores, all over the country.

In this session, Roger McManus and Tim Rowan will teach you enough of the basics to get you started on your rise to the top. This will be a hands-on instruction; you are encouraged to look up your Google, Yelp, and Facebook status and print them out before you come. You will want to take notes right on those pages as we explain what you have to do as soon as you get back to the office.

Tim Rowan is home care's most respected technology consultant. He has been the publisher, editor, and principal writer of the weekly electronic newsletter, Home Care Technology Report, since 1999. Roger McManus, MBA, is a marketing consultant with deep experience in the field which he has named "Inverse Marketing." He has helped companies in a wide variety of markets become more successful. Together, Tim and Roger are the authors of "Entrepreneurial Insanity in the Home Care Business: When Doing the Same Things Does Not Produce Different Results."

Learning Objectives

  1. Participants will be able to claim their Google business page and customize it.
  2. Participants will be able to create Yelp and Facebook business pages and receive reviews.
  3. Participants will be able to teach their staff to proactively accumulate reviews from happy clients.

About Tim

Tim Rowan has been a student of home care technology since 1993. Following five years at IT Director for a large Colorado Home Health provider, he took over the reins in 1999 as editor of Home Care Technology Report, the industry's most widely read journal covering technology for in-home care providers as well as the state and federal regulations that impact them.  After 18 years of vendor and provider interviews, hundreds of product demos and thousands of news articles, Tim has become the industry's recognized technology expert. Based on the expertise gathered through this experience, Tim has built a successful consulting practice, helping home health, home care and hospice providers make informed software vendor selections. In recent years, he has added to his practice a census growth tool based on gathering patient and family online reviews. This year, he published his first book, "Entrepreneurial Insanity in the Home Care Business," which is available from Amazon.

About Roger

Roger McManus is the co-author with Tim Rowan of Entrepreneurial Insanity in the Home Care Business: When Doing the Same Things Do Not Produce Different Results. Since earning his MBA from Wake Forest University in 1978, Roger McManus has become a respected marketing consultant, association executive and publisher in a variety of market sectors. As president of Faber, a small marketing research supplier in Greensboro, NC, he took sales from $150,000 to over $1.2 million annually.

Later, he formed the Photo Research Foundation, a marketing research firm specializing in issues related to the photographic industry. Clients included the top names in the industry. During this time, one of his 400 focus groups led to the development of ink-jet printers. He launched trade magazines for that industry in the U.S. and the UK and later extended that formula to the dental industry. In 1995, he was selected to represent North Carolina to the White House Counsel on Small Business and was selected by the SBA as its Small Business Advocate of the Year in the Southeast.

Following similar assignments with Pixel Magic Imaging (San Marcos, TX), First Impressions, a revolutionary newborn photo service, the Greensboro, NC Chamber of Commerce, the North Carolina Advisory Board for the Small Business Technology & Development Centers, and as Director of Strategic Relationships for a national photo retail buying group. Currently, Roger independently consults with small businesses on establishing and enhancing their online presence with social media programs and consumer feedback tools.

Today, Roger lives in suburban Cincinnati with his wife Patsy so he can be near his grandsons.

Visit the Schedule at a Glance for session dates, times, and locations. 

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