What Senior Living Communities Should Expect Digitally in 2011
I believe 2011 is going to be a big year for senior living communities from a digital outreach standpoint. No longer do I hear… “We aren’t sure we need to spend money to support online efforts, because we don’t believe our audience is going to the Web.” My clients know their prospects are there. And their children are there. Communities know they have to make the most of their digital investment.
Here are some of my thoughts on how 2011 will shape up in terms of senior living digital marketing…
1) Optimizing local search will be a primary focus for senior living communities.
2) Communities will design websites that create conversion.
3) Communities will measure and analyze their digital investment.
4) Communities will do more than dip their toe in the water when it comes to social media.
5) More communities will create video channels to highlight their community and residents.
6) Communities will provide more adult child tools via their websites in the form of education and resources.
7) Mobile applications and mobile websites will become more important for senior communities. And don’t forget about tablets ─ Seth Godin predicts that 2011 is going to be the year of the tablet. Tablets are perfect for senior eyes.
8) More and more offline marketing initiatives will push prospects to community websites to get more of the story.
9) Engagement will be a primary goal for senior living websites.
10) More communities will utilize targeted landing pages or microsites that convert to pay off specific messages or promotions.
This is going to be a stellar year for senior living digital marketing communication…the digital opportunities are just too endless for it not to be.
Find out how your 2011 digital initiatives compare by answering a few quick questions.
I’m developing a new website with video and slideshows (virtual tours will also be on YouTube), more info and resources for children of prospects/residents, and more interactivity. We’ve been on Facebook for over a year. It’s a great way to attract and befriend residents, prospects, families, vendors, and the greater community. Also a great way to showcase our homes, daily activities, and events with photo albums. (www.facebook.com/mennonitevillage). We’re launching our first e-mail campaign this spring. I’ve got the database set up, just need to finish the templates. The e-mail campaign and new website will launch in March.
Wow Whitney, it appears that you are all over your 2011 digital initiatives! Thanks for sharing. I checked out your Facebook page and I love how you are bringing the daily life alive via your frequent updates. Let me know when your new website is up and running, I look forward to checking it out. Thanks again for sharing! Janel, jwait@glynndevins.com
You are so right, Janel.. and it is good to see that senior living communities will be moving to the digital age. It’s always surprised me when online that there are few communities who are active here. Congratulations, Whitney Olsen for stepping (deeply) in the waters.
Just read a great marketing report by Boomer Authority – it talks quite a bit about how seniors are using social media.. especially email (which they consider to be social media) – amusing but true for older seniors. If you think about it, family caregivers (usually working full time or have a career) will be online. I believe that the communities will come to realize, if not already, that the adult children are their audience.. and decision makers for aging parents/relatives.
This report also talks about how older adults look to companies to help guide them to better care, what options are available to them, and basically look them as a go to “expert” or leader who can answer the hard questions. I can tell you that when I am researching online help for senior living options… I rarely find useful tips, educational tools, geriatric advice for families and their loved ones on “how to choose” the best senior living facility or tips on “when” to move from home. Or better yet, have surveys and questions for their online visitors on topics like; what is your favorite entertainment?
I believe the websites that offer lead generation (senior care living directories) publish loads of useful content. But don’t you think the “experts” in senior living communities would be one up on the directories?
Which brings me to another point.. senior living communities could position themselves as the go to resource for living outside the home. What a novel idea!
Seniors looking to move out of their homes get depressed thinking about it.. so, hey, let’s liven it up for them.. right? Let’s have some fun.
Thank you,
Carol @ Carebuzz.com
Great and encourageing insite. I am marketing director for an 88 bed privately owned skilled nursing and rehabilitation facility. We have put our toe in the social media market after considerable research and thought.We are finding that our current prospect and family base have been very reluctant to embrace participation. It is often difficult to get an email address from them upon admission. But we know that is going to change. Our facebook site is http://www.facebook.com/superiorcarehomeky.
Our website is in the process of a complete overhall and redesign with an anticipated launch in late March.
While much of the attention in digital communication has been in the independent, assisted living and CCRC senior housing and care options, we feel it is equally important for SNFs,as we are all preparing for the future. As our short-stay residency programs are growing, we are seeing a significant increase in repeat admissions following a second or third medical event that results in the need for therapy. We are hopefuly a new website and social media presence will place us in a postion to stay connected.
I found your response, Cynthia, to be insightful! In the response, you stated “We are finding that our current prospect and family base have been very reluctant to embrace participation.”
My question to you is “What were/are your expectations from your audience in terms of participation?” What I have found, and this may be true for you at a personal level, if someone wants my email address.. there must be a fair exchange for it. Give me something of value and certainly you can have my email address! For us, if we give weekly tips or you for example could give weekly tips for families on topics like how to improve visit time with your loved one – giving suggestions on what they plan to do during the visit. And try featuring a resident of the month or week and tell a story about him/her and how they are creating a lovely life in your facility. I think family members would love to get information like this. I know my family would have loved it, if we received it about our Dad and other residents in the nursing facility.
As for your short-stay residency programs, you are seeing a significant increase in repeat admissions following a second or third medical event that results in the need for therapy. In this case, wouldn’t it be helpful to give out weekly tips to your patients on “how to stay health after the leave”. If they follow your tips is not the question but giving patients that extra care and education will buy you boatloads of good will and press!
I am so thrilled to see you are putting effort in connecting with your audience. As Janel writes here, 2011 will be senior living communities year digitally! Yea for you!
My best,
Carol Marak
Create a blog for your business