One of today’s top challenges is growing and maintaining census in the senior living and senior care industry, which is characterized by intense competition. The way in which residents and their families search for options has evolved significantly, yet many operators are still relying on outdated methods to boost their census.
As this trend continues to evolve, it will be crucial to showcase on digital platforms that your communities offer the amenities, staff, and culture necessary for residents to lead fulfilling lives. Digital searches, tours, and inquiries are on the rise, but most organizations lag at least a decade behind in marketing innovation. Effective communication and strong brand representation are no longer optional; they are essential for success in this rapidly changing industry.
We have partnered with numerous organizations to help them recognize the importance of fostering a positive culture, maintaining a strong social media presence, creating engaging content, and effectively managing communication and brand messaging.
A Change is Needed
Many communities still maintain less-than-optimum census, due to buying behavior changes in the marketplace.
Traditional imagery often portraying seniors in a negative light. By recognizing the active, vibrant, and tech-savvy nature of this demographic and tailoring marketing efforts, organizations can boost their census and gain a competitive edge.
Market to an Aging Generation that is Youthful and Vibrant
Many senior baby boomers are not attracted to senior housing due to the traditional and unappealing personas and representations of communities, particularly in the digital realm. Operators have struggled to invest in their brand, resulting in a franchise-like model for their communities that does not resonate with today’s buyers.
Younger baby boomers are seeking alternatives to the traditional “facility vs community” environment created by conventional marketing efforts. To attract these younger, active adult seniors, innovative digital marketing and a vibrant education on the life-enhancing continuum of care model are essential. Offering maintenance-free, service-free living with access to amenities and socialization opportunities is crucial for appealing to today’s demographic.
