Branding Your Surrogacy Agency

Once again I go to the Internet to say what I want to say to you without the writers cramp. My brother, Derrick, is in the branding and marketing business and he quotes this topic over and over to big and small businesses alike. I found this article on www.MoreBusiness.com. It's all true especially with a surrogacy agency. Please use the word 'services' wherever it says products...you will see that it reads the same way!

http://lamotheservices.com/

How Can Branding Help Small Businesses?
An effective branding strategy creates a ‘pull’ for your products. (Services) This eventually is very rewarding financially since you save a lot of time and money that would otherwise be spent trying to ‘push’ your products.(Services) Read on to realize the effectiveness of branding for your small business.

Branding your products, your business - and even you - basically means that you are assuring people that whenever they buy any of your products and services, they are assured good quality and great service.

It means that they not only are buying your product (and Services), but also getting peace of mind for years to come.

Branding the Right Way

Proper branding will ensure that people want to be associated with your company. They will feel proud and happy after buying your products and will also want others to know that they have purchased your products. Simply printing your logo in every place possible does not ensure branding.

Following up with other marketing strategies and delivering quality products to match your branding strategy will ensure that your name is on customers’ minds when they set out to purchase a product.

Building up a brand name takes time, effort, and a great deal of patience. You must know what products your customers want and need. You must also be able to deliver them consistently. Your strategy will depend on the type of product you are manufacturing or marketing.

Once you start marketing your product and get some market feedback, then the next step is to analyze the information (negative or positive) that you have received. Conducting surveys is a great way to get the most unbiased information.

Surveys can also give you insight as to what your customers really want and expect. Once you have that information, don’t just sit on it – follow up with a concrete plan of action.

Be Aggressive – And Smart

Develop and promote your company logo and slogan aggressively. Price your products competitively and increase your market presence by advertising in any medium that fits in your budget. Some inexpensive forms of advertising are print media, such as flyers and brochures, and the Internet.

You should print your logos, slogans or any other punch line wherever possible including business cards, letterheads, invoices - and even on the emails you send out.

Along with great marketing, your sales should also increase. Increased sales are necessary if you want your brand name to become well known. Your customers must be happy with the quality of your products and services. If they are, they will slowly link your product with your logo. This is how you will know that your branding efforts are working.

Once your target audience is made aware that they are at an advantage when they buy your products rather than those of the competition, then they will prefer to purchase from you.

Be Consistent

Your branding efforts should be consistent - and once your brand name is embossed in the subconscious minds of your target audience, then you will have succeeded in branding your business. You will then be able to enjoy the fruits of your labor.

Branding is not easy, especially for small businesses with limited budgets. However, persistence backed up by good quality, great customer service, effective advertising will yield results.

Starting Your Surrogacy Agency, Do You Need a Partner?

When starting any business the thought of a partnership may cross your mind, if even for a minute . Would it be a relief to have someone by your side to share the responsibilities or a burden to have to ask someone else what they think should be done?

When Surrogacy Consultants of Florida, LLC was first started in 2003 I was leaving the employment of an attorney's office and was thinking that I could offer a better service than what I had previously experienced both in the workplace and as a past surrogate. Everywhere I turned people said that I should open a surrogacy agency. I had worked on the "inside" and had met Intended Parent's and surrogates who believed that I had what it took to walk someone through an entire surrogacy program. I was affiliated with professionals who said that they would support a surrogacy agency. As a matter of fact, SCF was the first agency in Florida that was not connected to an attorney's office. Purely independent of Clinics and Psychologists as well, meaning that we were open to working with all ART professionals nationwide. Any IP who had a favorite Clinic could come to us and be matched with a surrogate and return to their own Doctor for treatment.

I decided that operating a Surrogacy Agency the way I envisioned it should be run would take more then just one person and I asked one of my friends, a surrogate and strongest supporters, Sita, to be my partner. She said yes and we were off and running.

What YOU need to do is decide what your vision for your business is and what you are willing to devote to it. Are you basically wanting to control every aspect of the business including start-up finances, book keeping, marketing, advertising, recruiting, management, materials, media, invoicing, all phone calls, filing, Internet web sites, e-mailing, interfacing with professionals, attending conferences, printing, attending meetings and follow up, etc.? I sure didn't! Having someone else to share the burden can be invaluable. Do you want to work 24/7? You will if you are alone. What if a family member is sick and needs your undivided attention? What will happen to your clients then? Family vacations might be a thing of the past if you don't have someone to cover for you. I think you can see which side of the fence I sit on here. I know wonderful small agency's run by a single person but they have to outsource (hire an answering service, a book keeper etc.) and limit their services and the number of clients they can take on so that they can give quality time to their customers.

Before you think that you can start up on your own and then add someone I would think again...that is HARD. Adding a new partner after start up, one who didn't go through the growing pains with you and did not risk any financial investment, may not have the commitment to the company that you have.

This is your ultimate decision...GOOD LUCK!
http://lamotheservices.com/

Information Gathering for Your Surrogacy Business: The Intake Sheet

I am going to start talking about forms...I know that most people might like to use the computer exclusively but what happens when or if your network is down? Your computer has crashed? You just want to talk on the phone in the other room and not have to read off your lap top screen? This is where the Intake Sheet can come in handy. It's the first bit of information gathered from an Intended Parents or potential Surrogate when they call you directly. Have several copies on hand, one sheet for IP's and one for GC's. These sheets should be only one page long and it should help you determine eligibility for your program and later as a reference page. This is also a great tool to use so that you don't miss any important initial questions.

Both IP and SM sheets should have this general contact information:
Name
Address
Telephone numbers
E-mail address

IP's looking for a surrogate:
Age(s)
Health Reason (because it has to be a medical/physical reason by law)
Using a Clinic? RE? Name and location of each
Already have children? How many?
Single or married/partners
Using Egg Donor?
Using Frozen Embryos
Want Surrogate to travel?
Gestational or Traditional
Location of surrogate
First timer or experienced
Race/religion/marital preference
Financial Expectations

Leave some room at the bottom of your form for additional Information: And there will be if you talk to your Prospective IP's and find out all that they have experienced.

Surrogate looking for IP's:
Age
BMI
Children
Pregnancy or birth complications
Taking medications?
Other health issues?
Married or single
Insurance?
Race/religion
Selective Reduction ok or not
Traditional or Gestational
First timer or experienced
If experienced, details
Base Fee expectations if any
Willing to work with the following:
Gay/single/married with children/partners/only women/only men/International/

Additional Details

You can add on other questions if you like. After your conversation if either the IP's or the Gestational Carrier (GC) seems to fit into your program or what you are looking for THEN have them fill out a complete packet and have them include photos if possible. This packet of information can be compiled and then mailed via US postal service or you can have online forms. Whatever you choose to do just make sure that you have enough information to assist you in making a good match.

Psychological Triggers That Win Sales and Influence Customers/Clients for Your Surrogacy or Egg Donation Business: Trigger 4 Authority

What is the definition of Authority? "The power to influence others, especially because if one's commanding manner or one's recognized knowledge about something" is the best definition to fit a business like a surrogacy or egg donation agency. But who runs that business? You do.

Surrounding yourself with professionals in the third party reproductive field is a must in any case. We need to work with Reproductive Attorneys, Reproductive Endocrinologists and clinical staff, Mental Health Professionals, Escrow Agents, Hospital Staff, Insurance Companies and sometimes even the Pharma companies. Their expertise and positions of Authority speak well of our own businesses and reputations. 
      

Your personal position of Authority comes from your experiences in your chosen field. You may be an Intended Parent and had a successful yet stressful surrogacy experience and now you want to not only share your knowledge but help other's through the surrogacy journey. Maybe you are a past egg donor (six times!) and feel that you know enough about the process to start your own agency. I know of quite a few Gestational Carriers, who feel that starting their own company and tweaking a few of the services to better appeal to others like themselves, are certain that it will lead them to a lifetime of fulfillment now that they no longer are carrying children for others.

All of these scenarios are about people with real life experiences. If they continue to learn and grow and watch other's in their chosen area, they could be considered an Authority or Expert in their field.    

Be sure to check out Triggers 1, Reciprocity, Trigger 2, Commitment and Consistency and Trigger 3, Liking!

ETHICS in Owning an Agency by Guest Blogger Brooke Kimbrough of 4 Sisters Surrogacy Agency

This past weekend I spent two days in sunny southern California with 150 of some of the most educated, respected and experienced professionals in the world of surrogacy.  The conference was put on by S.E.E.D.S (Society of Ethics for Egg Donation and Surrogacy) and covered topics from legal practices to medical risks and everything in between.  Throughout the two day conference, a consistent theme was the ethics involved in surrogacy and egg donation and the responsibility of all players to uphold these ethics. 

With the media focused on the failures within our profession, often times these anomalies within the community overshadow the enormous amount of reputable agencies, attorneys, medical doctors and metal health professionals in the field.  With over 200 agencies within the U.S. alone, how would one not well versed within the community be able to determine the agency's ability to provide quality services?  How would an intended mother be able to insist on using an ART(assisted reproductive technology) mental health professional when she was unsure that such a thing existed? The answer came to me as I sat listening to a review of a sensationalized case currently prevalent in the media regarding a non-compliant surrogate and a now father of triplets. 

Ethics or moral philosophy is the branch of philosophy that involves systematizing, defending, and recommending concepts of right and wrong conduct. (wikipedia.com). Within the surrogacy community, the idea of "right" and "wrong" often fall within a gray area open to interpretation and personal moral beliefs.  So how, as an agency owner for example, do I best practice ethics and serve my community in the most professional and morally positive way?  What are the moral guidelines I should follow when I enter into a gray area?  How do I lead by example for fellow agencies to follow with ethical decency? The answer lies within the name itself; E.T.H.I.C.S.

"E" is for Excellence.  ASRM guidelines exist as a baseline for the practices of surrogacy.  These are the bare minimum of standards that should exist within your agency.  These guidelines, while they hold no legal standing, are certainly an excellent jumping off point for standards that should upheld within your agency.  However, do you want your agency to do the bare minimum? The answer is "no". Your clients and colleagues expect that you are serving your community with excellence.  So, when there is a question of whether a surrogate is qualified or if an intended parent's criminal record should preclude them from using your agency, refer back to "excellence" as your standard practice.  Live above the basic guidelines of ASRM and serve your clients and community with excellence. 

"T" is for Transparency.  As an agency, transparency is key to providing excellent service to your clients.  Did your surrogate fail a MMPI test several years ago but has since made some life changes and passed her most current screening?  Do your intended parents have multiple surrogates? You need to be transparent about all information so that both your surrogates, as well as your intended parents can make informed decisions.  Being transparent allows for each party to be able to clearly see their path and to feel informed and supported throughout the process.

"H" is for honesty.  As a new agency owner, honesty is an essential part of my profession.  Be upfront and honest when you interview IPs and Surrogates.  Be clear about your surrogate availability, provide accurate timelines and be clear about fees and potential additional costs.  By leading by example, you can in return expect honesty from your clients as well. Let your clients know that dishonesty in any aspect of the process will be grounds for breech of contract and elimination from the agency.  Being honest as an agency owner makes for journeys that have clear and appropriate expectations and end with satisfied clients. 

"I" is for Instinct:  Instinct is a feeling that is often disregarded because it can lack physical evidence.  However, instinct is at the core of our ethical and moral compass and should not be overwritten.  If you have a "bad feeling" about a particular set of intended parents, there is no harm in explaining that the agency is unable to handle their case.  You can feel free to refer them to another agency who may be better equipped to handle their particular circumstance or personality.  In the end, this is a service based industry with long term clients.  You have to spend a lot of time and emotional energy on each case and it is completely acceptable to not utilize that energy on a case you do not feel 100% committed to.

"C" is for Connectivity:  Being a small canoe in a very large ocean can be lonely, overwhelming and frustrating.  Connecting to your clients and their needs is the first step in providing quality service.  However, it does not stop there.  Connecting to peers and professionals within your community helps protect you as well as your clients.  Understanding that while you may have vetted your surrogate, the mental health professionals that you work with are another qualified set of eyes who may be able to spot potential issues.  Your attorneys are there to provide quality contracts and to follow through with legal deadlines and requirements.  Connecting yourself with qualified colleagues can help your agency stay on course through the uncertain seas of surrogacy. 

"S" is for Stewardship:  Stewardship is the careful and responsible management of something entrusted to one's care (Merriam-Websters).  Just as your surrogates are to act as stewards for their IPs unborn child, you as an agency owner, are equally responsible for carefully and ethically managing the complete surrogacy journey. Set up systems that keep detailed calendars and records.  Be organized and proactive in managing and overseeing the process and journey.  It is your job as an agency owner to keep everyone involved walking in the same direction, down the same path, towards a happy, healthy baby.  

In trying to manage an agency that is above board and morally sound,  E.T.H.I.C.S is a sure fire way to make sure you are always on the "right" side of any gray area.  By being ethical and moral leaders within our profession, we can be sure that our clients are receiving the best possible care. Additionally, we can ensure that our growing fellowship is being led by a group of honest and trustworthy professionals who can guarantee a more positive and ethical representation of our amazing community.

Brooke Kimbrough is the owner of 4 Sisters Surrogacy Agency in Roseville, CA.  They work with exclusively with California surrogates and domestic intended parents in personalized surrogacy journeys.  She can be reached at brooke@4sisterssurrogacy.com or on their website www.4sisterssurrogacy.com.

Start NOW! What Are you Waiting For? Start Where You Are, With What You Have.

How Surrogacy and Egg Donation Agency Owners Fail: 8 Tips to Avoid Isolating Yourself

What does this ‘isolating yourself’ possibly mean? We have the Internet and phone(s) what else is there? Believe me I get this reaction all the time when I‘m consulting would-be surrogacy and egg donation agency owners. It’s understandable that the Internet, which reaches almost every corner of our world, seems to be more than enough to run a business especially coupled with our cell phone! Not so my friends. In the world of surrogacy and donation being a one man alone show will not work. Soon you will find yourself lost in the ever shifting field of infertility, uneducated and uninformed. (Behind the times!) 

I am not saying that you can’t run an agency by yourself. That is being done at this very moment by several reputable agencies a crossed the USA. What I am saying is that you need to connect with other agency owners, physicians, clinical staff, reproductive attorneys and mental health professionals. Being an island all unto yourself will not work in the long run. 

I know that getting out of your home office is may cost you money and time. Visit clinics? Talk with attorneys? Attend a conference? Why do you need to do that when you can use the phone and internet? The answer is because people tend to trust those whom they meet in person and I don’t mean just once but over and over. It’s human nature. Plus the things you pick up about others when you meet THEM in person is invaluable!

Here are 8 tips to get you out of the isolation rut:

1) Making a few clinic/office visits a couple of times a year in your area will really help your business grow. (You don’t need to bring lunch…brochures and cards are just fine…cookies are good too!)

2) Attending a conference, seminar or workshop at least twice a year and networking while there (My suggestions: START ART, SEEDS and ASRM)

3) Meet with your clients, donors and surrogates in person whenever possible

4) Meet with hospital staff whenever there is a birth local to you

5) Bring brochures and business cards with you to your own personal appointments

6) Practice your ‘elevator speech’ for the next time someone asks you “What do YOU do?” Get use to talking about YOU!

7) Join a business group like the Rotary Club or Ladies Who Launch, (I belong to STARS: Seattle Tacoma Area Reproductive Society, which is local to me) and attend meetings frequently (Even though some of these clubs are not within the infertility field you can network with other business owners and pick up some general marketing tips and make unexpected connections)

8) Join online listservs, Linked IN and Facebook groups and then attend the face to face get together 

You will find that once people see you out and about and connect with your charming personality your network and contacts will continue to grow. Someone who can’t help their client out might just send them to you. Others may want to work with you on a project or invite you to join a board. The more involved you become the more exposure you will get. Trust me…it’s all good!