SENIOR LIVING & LONG-TERM CARE DEVELOPMENT, MARKETING, - - PowerPoint PPT Presentation

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SENIOR LIVING & LONG-TERM CARE DEVELOPMENT, MARKETING, - - PowerPoint PPT Presentation

Jun 12, 2023 531 likes •923 views

SENIOR LIVING & LONG-TERM CARE DEVELOPMENT, MARKETING, MANAGEMENT, & CONSULTING Joyce Clark 405.812.9089 joyce@AchievisSeniorLiving.com www.AchievisSeniorLiving.com SERVICES New Community Development Project Management

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SENIOR LIVING & LONG-TERM CARE DEVELOPMENT, MARKETING, MANAGEMENT, & CONSULTING

Joyce Clark 405.812.9089

joyce@AchievisSeniorLiving.com www.AchievisSeniorLiving.com

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SERVICES…

  • New Community Development
  • Project Management
  • Marketing
  • Staff Recruitment & Training
  • Licensure
  • Mock Surveys
  • Feasibility Analysis
  • Strategic Planning
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Oklahoma’s First Affordable Assisted Living

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Arbor House Norman, Oklahoma

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Copper per Lake Edmond, mond, Oklahoma ahoma

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ASSISTED LIVING SOCIAL & DIGITAL MARKETING & ADVERTISING

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THE MOST COMMON MARKETING PROBLEMS

2016 State of Inbound Report

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Last 10% occupancy is pure profit used to serve residents, increase staff benefits, & pay investors.

90% IS NOT A TOUCHDOWN

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Your brand is not what you say it is. It’s what others say it is.

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  • Technology is changing way our

prospects become aware of & shop for assisted living.

  • Digital & social media are

distribution forums we can’t ignore.

  • Focus limited resources to reach

highest potential prospects.

  • Better to overwhelm a few than to

underwhelm many.

HAVE A STRATEGY

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  • Who trying to reach.
  • What trying to accomplish.
  • How going to accomplish.
  • Who is going to do the work.
  • What policy need to keep on track

& protect company.

  • How measure effectiveness.

KNOW…

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Remember when yellow page options was major advertising decision? What will the next 10 years bring?

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STAGES OF MARKETING TO ASSISTED LIVING PROSPECTS

STAGE 1 – ON RADAR (There is a problem I may need help with someday) STAGE 2 – CRISIS (I need to find a place for mom NOW) STAGE 3 – STRESSED RELIEF (Signed contract & now have to move) STAGE 4 – REPRESENTATIVE (Settled in & telling others about quality of care & amenities)

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  • Traditional advertising.
  • Establish awareness & create positive

impression.

  • Senior News & Living, newspaper

ads, Senior Journal, direct mail,

  • nline banner ads, relationship

building, events & outreach.

  • Automated or manual email

campaigns.

STAGE 1 – SOMEDAY I MAY NEED HELP WITH MOM

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  • Advertising & outreach makes you easy to find

when searching or asking friends.

  • Search engine marketing allows prospect to

click directly to website.

  • Google AdWords, online banners, online

referral sites, referral source network.

  • Marketing team becomes responsible.
  • Compelling sales collaterals.
  • Touring & direct sales process. Practice with staff

members on how to greet visitors & join in on a tour. Include eye contact, smiling, what to say, energy & hand shaking.

STAGE 2 – I NEED TO FIND A PLACE FOR MOM NOW!

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  • Up to 90% search & check out community
  • nline before decide to visit.
  • First page of search engine listing is king.
  • Squeezed out by referral sites, senior

housing directories, & bigger players.

  • Search terms limit which page you are on.
  • Effective: Pay per click search marketing,
  • nline banners, online referral sites.

INTERNET PRESENCE

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  • Website homepage must show why better

and unique. 50% decide whether to continue based on home page.

  • Website is worthless if people aren’t visiting.
  • Tool to reach & impress prospective

residents & employees.

  • First impression of community’s culture &

quality of life.

  • Most affordable & effective way to

communicate & market. GOAL IS TO DRIVE PEOPLE BACK TO EFFECTIVE WEBSITE

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  • Everyday reality supports marketing

messages & builds trust.

  • Real photos & videos
  • Staff members talking about why chose

profession.

  • Actual testimonial cards & letters.
  • Quotes from families & referral sources.
  • Share expertise. Caregiver tips prove you

have knowledge & experience. TYPICAL AL WEBSITE LACKS WARMTH & REALITY

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HOW TO GET TOP SEARCH RANKING

  • SEO – Search Engine Optimization
  • Posting Content
  • Popularity
  • Website Links to Other Businesses
  • Software Tools to Leverage Your Time Like a

Re-Writer or Automated Email.

  • Diversity, Frequency, & Key Words
  • Hire Inbound Marketer or Other Expert.
  • Excellent Reviews Raise Search Rankings
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CHANGING STYLES & ATTENTION SPANS

Reading Quick & Visual

Click her to download a free copy of our Investor’s Guide to Assisted Living Handbook.

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INFOGRAPHICS

  • One of the most effective

strategies in overall digital marketing.

  • Simplify a complicated

subject.

  • Turn a boring subject into

a captivating experience.

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EXAMPLES OF INFOGRAPHIC USES

  • Presenting survey data
  • Simplifying a

complicated concept.

  • Explaining how

something works.

  • Comparisons
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  • 43% of consumers want more video

while only 29% want more blog posts.

  • Compelling way to reach people on

social media.

  • Builds emotional connections &

expresses personality.

  • 51.9% of marketing professionals say

video is type of content with best ROI.

  • Affordable

VIDEO

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  • 88% of search experts believe mobile

friendliness will have the greatest impact

  • n Google’s algorithm over the next 12

months.

  • Also, voice search & personal assistants

are gaining popularity. 37% of consumers use Siri at least monthly. Website & all marketing tools must accommodate mobile search & use.

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  • General info 30%
  • Find local / nearby services 22%+
  • At least 50% of all search will be via

voice query by 2020.

  • Semantic search puts query in context

(user behavior, webpage text, local events).

  • Positive reviews increases ranking.

VOICE QUERY

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  • Voice phrase is different than we have been

trained for online searching.

  • More conversational.
  • Google: “assisted living okc” or “okc senior

housing”.

  • Voice: “What is the best assisted living in

north okc”?

  • Search engines identify intent behind a

query so can deliver more accurate results. VOICE QUERY CHANGES SEARCH KEY WORDS

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TOPICS FOR SOCIAL & DIGITAL MEDIA MARKETING

  • Give residents & families real-time updates

about community news & information.

  • Expert advice
  • Reminders
  • Invitations
  • Share links to articles of interest.
  • Add as a sub-domain to current website.
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TIME SAVING TIP

  • Create a quality article, video, or

graphic.

  • Publisher works. PNG format.
  • Post on website.
  • Submit it to best 5 article directories
  • r groups with link back to website.
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COMBATING NEGATIVE REVIEWS

  • Never become defensive or it will grow.
  • Be positive
  • “Want all my customers to be happy.

Please call me at 405.555.5555 so that I can personally …”

  • “Glad we got that resolved.”
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POLICY

  • Only authorized people using community

equipment may take photos or record images of residents.

  • Property of company & distribution without

permission is prohibited.

  • State when personal cell phones & other

devices can be used.

  • Tell residents, family members, & visitors

about privacy issues & that post online would be a privacy violation.

  • Get “model” release signed.
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Joyce Clark 405.812.9089

joyce@AchievisSeniorLiving.com www.AchievisSeniorLiving.com