As the year comes to a close, family members are visiting loved ones for the holidays, and sometimes visiting for the first time in months, or even years. This can be a painful time for families when expectations are not met with reality. They may find themselves struggling to figure out the best next step for their loved one. As industry leaders, we are required to assist families during this time, and one way we make a difference is through our marketing efforts.
What does marketing have to do with helping families during a stressful time? Much more than you think. There are various tactics a community could utilize to provide education, support, and care during the holiday season. Below you will find examples of some of the most effective tactics.
Content Marketing. According to the Content Marketing Institute, content marketing is a strategic approach to providing your target audience with educational, relevant, and valuable information to help them through the decision-making process. This can come in a variety of forms, including blogs, webinars, social media posts, or monthly community newsletters. The main concept behind content marketing is to present yourselves as industry experts without necessarily “selling” your organization. When family members are seeking out education, resources, and even some hope and understanding, content marketing can meet them exactly where they are and offer the help they need.
Fireside Chat. Invite your prospects or people in the neighborhood to get to know your community. Allow family members and friends into your organization to ask questions about senior living they are not often given the opportunity to ask. This can be done in a community forum style, or you can offer weekly or monthly fireside chats about various topics including Finding Care at Home, Things to Look For in a Community, or Common Signs of Alzheimer’s.
Tips for Visiting a Loved One with Dementia. With over 10 years of experience in healthcare marketing, we are aware of the implications of approaching an older adult with memory loss. Oftentimes for family members and friends, this education is not provided or can be difficult to implement. Consider offering a “quick guide” to pass out to prospects during a tour. If you do not have this information readily available, consider utilizing this one from the Alzheimer’s Association.
Relax. The holidays are not always an easy time in the senior living industry. Make sure your team builds time in their schedules to relax and take a moment for themselves. The top six relaxation techniques recommended by Harvard include breath focus, body scan, guided imagery, mindfulness meditation, yoga/tai chi/qigong, and repetitive prayer. Consider implementing a group relaxation practice after monthly meetings, or offer the opportunity after shift change before team members leave for the day.
Taking care of others is a rewarding experience and the impact you are making is life changing. Be sure you are doing all you can to share your services with all who may benefit. Interested in more ideas to get the word out? Talk with a marketing expert at Bloom today.