One of the many challenges that senior and assisted living communities face is the difficulty in getting their message to the right decision-maker in the family. This is complicated by the fact that seniors may opt to move into a senior living community, or they may be placed there by their adult children.
These two groups are very different in how they find information. For this reason, marketing for senior living communities needs to center on the right message for the right target audience using the right platform.
Marketing to Seniors
The number of seniors who choose to move into a senior living community is relatively small. These individuals tend to women, and they often have a need for assistance that is beyond the abilities of home health care service providers.
Marketing for senior living communities to these individuals is most effectively done through direct mailing, brochures, and traditional television and radio advertisements.
Marketing to the Family
The majority of seniors who move into assisted and senior living facilities do so with assistance from a family member. This is typically an adult child or children concerned about the senior’s safety in their own home. These seniors may also enter the facility after a hospital stay or when the family is no longer able to meet the needs of the elderly loved one at home.
For this target client, marketing for senior living communities needs to include digital marketing. Examples include having a vibrant social media presence, using YouTube and other social media platforms, and having a strategic digital marketing campaign that targets the adult decision-maker in the family.
For more information on the various options in marketing for senior living communities, talk to the marketing experts at SenioROI.
