Recently I was inspired back to Wisconsin approach the Wisconsin Association of households and Services for the aging. They wanted to comprehend 2 things.... how to become more private pay clients, and my mind on how we, as a senior providers, can do career advancement of marketing our highest taker to seniors and adult children of aging parents. For this column, I'm going go over the marketing piece... and this is only the tip of this time ice-berg.
I want to let everyone in on my online strategy... one that DOES a job, but you have to be able to move away from the "norm" touch.
Do you know a lot of "platitude" is? A platitude is sort of like a "given".... in particular... for all of the previous phrases below, if you can say "Well I would anticipation so!! " then the phrase is a platitude. These all come directly from advertisements with only a Yellow Pages- and are the types advertising senior services of a few kind- independent living, assisted living facilities, nursing home, home notify, etc. I did not get this up.
"Well I should hope so!! " Collection.
o Luxurious dining.
o We turn back residents like family.
o Quality Take care of.
o The BEST in Senior citizen Living. (as opposed the particular? )
o Senior Living at greatest! (see any similarities at this site? )
o Spacious apartments.
o Courteous, tender staff.
o Park-like setting.
o Resort-like services and amenities.
o Elegant family.
o Luxurious Retirement Living.
o Full service retirement.
o We care. For The person. (??? )
o Care is mankind.....
o Life away from home the launch more enjoyable than a man ever imagined.... (nursing home ad)
If you are a consumer who has never worked on the senior services industry and has now never place someone close into any form nearly care, do these phrases or words really show you about anything? Every ad is virtually identical. They say not a single thing really. Unfortunately, we also have a large population of adult children of aging parents who have no idea of where to turn by services and resources (not with regards to fault), and the Yellow Pages is consumers they look to seek help. Ugh.
Let's move away from platitudes.... and start schooling consumers instead.
So, my recommendation is this- in order to build your database of prospective customers, and you want to there are ample business, fill the bedside, fill the beds, etc ..... then you or on the internet needs to become the trusted resource around.
Try this. The the next time you run an ad or letters a newsletter, make an issue.
Offer a FREE REPORT on the top menu 20 Questions You Would be Asking Before Hiring some In-happinesslifetime. com Home Command Agency... or, Top 20 Questions That ought to be Asking Before Deciding on the Nursing Home (Independent Living Community etc).
Make sure you actually Produce free report on the top menu 10, 15, 20 questions people is generally asking, and keep this simple, 1-2 pages utmost.
Before you make this offer, go back to these columns where I over-blown "inside reality" vs "outside perception". Make sure those attack before you tell people what they will looking for in the service.
If you function as the facility, or organization that really educate your local community on topics in the case of what good quality care REALLY means, how possessing long-term care, what standard forms consumers should have (like DPOA etc), then the community will continue to trust your organization.
Take a look anywhere in at the competition in your area. What are THEY doing to educate the community gradually? How can you feature from them? Offer something they haven't even thought of them yet..... lose the platitudes and grow an educator. As consumers i will use all the help we can get.
Valerie VanBooven REGISTERED NURSE, BSN, PGCM is an author, professional speaker, and is a leader geriatric care manager. She is also currently the National Retailing Director for Next Generation Startup, a division of initial Mariner Bank, based the Baltimore, MD. She can be telephoned directly at 877-529-0550, so to by email at
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