With all the new assisted living facilities popping up in the last 5 years, it is increasingly important to have a strong outbound marketing strategy to attract seniors and families. There are a few key components to a strong marketing program which include; a unique selling proposition, educating the potential resident, and establishing credibility early on.

One of the first things you want to do in positioning your eldercare facility is to have a unique selling proposition. What makes your facility better than the next facility? Do you differentiate yourself by having a more personalized style of care? Is there a small caregiver to resident ratio? Is your facility at a price point that is more affordable than other facilities. A unique selling proposition addresses one or more of the following: service, a guarantee, pricepoint, or a special program that makes you different such as specialized kosher dining programs.

Next, you need to make sure to educate your potential residents. Every ad, flyer, networking event, and basically any form of communication must contain a clear message about who you are as a company and how you can help them. With assisted living, it is especially important to educate prospects on what “assisted living” means. With all the terms floating around; board and care, assisted living, residential care facilities, independent living, senior housing etc. it is difficult to navigate. It is also important to educate prospects on payment plans and strategies for finding financial supplements. The big misconception is that Medicare pays for everything, which is simply not the case. There are additional options such as long term care insurance, reverse mortgage and other types of financial planning for prospects who do not fit the bill on government financial aid.

Another important factor is to sell solutions, not price. Assisted living and most elder care services are an investment in safety and independence. Keep in mind that when dealing with families of seniors, their primary concern most of the time, is safety. For seniors, the main concern is one of independence.

Whatever the marketing plan is, it is important to be open and honest in the communication. Long term care is a highly personal affair.


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Last Modified January 24, 2011 @ 9:26 am
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