Improve Your Assisted Living Marketing Plan
Do You Fully Appreciate Your own Services?
Management and staff members in assisted living repeatedly tell me how good they’re at caring for seniors. Nonetheless, their marketing and advertising usually does not communicate that viewpoint in a way that the consumer needs to hear it.
For instance, in a current “Talk’in About Care” coaching session attended by representatives of many facilities, I asked the group if giving out medications to their senior residents was an innovative service. Folks hesitated and looked at 1 yet another. Ultimately, an individual said they did not believe so, and that became the consensus in the room. The reasoning – common, expected, absolutely nothing special.
The logic seemed to be that if everyone in assisted living is giving out meds (and hopefully, they all do it extremely well), it would not be essential to the consumer? So this “everyday” professional specialty is normally listed amongst services, but seldom highlighted.
The Eyes In the Beholder
I then brought it for the group’s attention that I just read an write-up in McKnight’s Long-Term Care News that stated “Older adults make much more than half of all trips for the emergency space for adverse drug interactions.” My students had been not surprised to hear this and agreed that it’s a major concern for seniors and their family members. So my conclusion to them was that they’ve a target marketplace that areas a high value on a service they provide. Simultaneously, they really feel it’s a extremely important (but frequent) service and are proud of how nicely they offer it, but they nevertheless undervalue this service…and neglect to claim its marketing positive aspects.
Frequent Marketing/Communication Blunders
Assisted living organizations and staff members often communicate value in their terms. This can result in their target markets not understanding and/or relating towards the message which is given or the value in the service getting offered. Right here are 4 blunders that senior care providers often make.
Murdock Marketing Specializes in Senior living consulting and Retirement communities marketing.
