Senior Living Marketing to Overcome Any Obstacle
In 2019, Business Insider reported, “As the Baby Boomer population ages, society is on the cusp of dealing with an unprecedented number of senior citizens who will need elder care.” The U.S. market in this sector is expected to grow from $100 billion in 2016 to $225 billion by 2024.
As more competitors enter the marketplace, it’s imperative that senior living organizations focus their marketing efforts. Now, they must be more diligent than ever, with teams tackling three main common problems:
- How to align all marketing objectives and strategies for clear focus from the marketing team all the way up to the executive team and back
- How to bolster awareness and solidify competitive edge
- How to stabilize occupancies and/or market share despite attrition and fierce competition
The aging services industry is evolving. Reaching a target audience that’s both young and old, while abiding by strict regulations, can be difficult if you don’t have the right support. That’s where Big Buzz comes in.
The senior living industry trusts Big Buzz as an expert in strategic marketing. After more than ten years serving various senior living communities, Big Buzz has developed a proprietary strategy for collecting market data from residents, resident families and owners of senior living communities.
Simply put, this approach makes Big Buzz the expert in optimally marketing the senior living industry, including life plan communities, independent living, assisted living, skilled nursing, home health and hospice companies. The professional and passionate Big Buzz team knows what it takes to produce top-notch, lasting marketing strategies specifically for the senior living industry. From the initial consultation to project completion, Big Buzz expertly helps companies reach their goals and maintain high occupancies. With a clear focus on efficiencies and results, Big Buzz is the authority on marketing for the senior living industry.
For example, Evolve at Rye came to Big Buzz to increase exposure for its memory care facility. Big Buzz implemented a robust online marketing strategy that included search engine optimization, call tracking and Google AdWords online advertising. Campaigns were set to trigger when phrases correlating with memory care, Alzheimer’s, or dementia were entered into a search engine within a 50-mile radius of the New Hampshire facility. Users that displayed interest but failed to take action were remarketed to with display advertisements, and custom audience remarketing campaigns were also implemented for all visitors to the website. As a result, conversions increased by 150% in the first quarter of 2018, compared to the period prior. Organic traffic increased by 273%, with total new users increasing by 200%.
Case Study: This Senior Care Leader More Doubled Organic Web Conversions in a Single Quarter
- Home Health
- 55+ Communities
- Commercial Real Estate for Senior Living
- Retirement Communities & Builders
- Memory Support
- Life Plan Communities
- Independent Living
- Assisted Living
- Skilled Nursing
- Aging Adults and Senior Apartments
- Transitional Care
How can Big Buzz help?
The Strategic Planning Model assists in focusing the entire team, at various locations, through the marketing team and up to the executive level. This model supports the organization in:
- Focusing or refocusing everyone in the organization on its vision and highest-level financial goal
- Inspiring all participants to agree on key objectives or destinations that must be reached in order to become the organization outlined in the vision and highest-level financial goal
- Mapping strategies, or everyday activities that move the organization’s people toward its objectives or destinations, thereby fulfilling its vision and reaching the division’s highest-level financial goal
The Arbor Company Case Study
Headquartered in Atlanta, Georgia, The Arbor Company is one of the nation’s leading senior living operators, with over 40 assisted living, independent living and memory care communities throughout 11 states. Its mission as a community of caregivers is to engage and enrich the health and spirit of residents. The company places an elevated focus on individuality and celebrates each person’s unique life through deep connections with its residents, families, and staff. The Arbor Company received the Pinnacle Quality Insight 2019 Customer Experience Award™ and adheres to the twelve Argentum Quality Standards.
Bartley Healthcare Case Study
Bartley Healthcare is a New Jersey-based senior care organization which has provided award-winning service for over 30 years with a wide array of offerings and a continuum of care. One of only twenty-five providers in its state to achieve accreditation from the Joint Commission, Bartley Healthcare seeks to provide quality care to every patient and resident it serves. The organization sought the help of Big Buzz to improve its marketing strategy in order to increase visibility and drive occupancy.