Let us reach your target audience right where they are, including seniors and the loved ones who help them navigate a transition to assisted living. That is why I like to focus my clients and their 90-day assisted living marketing plans on positioning first and marketing tactics second. In addition to overcoming these product complexities and the indirect buyer, you must also differentiate yourself and position your community in your local market. Assisted living is often a collaborative decision between a child and their aging parent(s) or one of their senior parent(s) children in counsel with other siblings or family members. Possibly a unique attribute of assisted living marketing is the indirect buyer relationship.The second is an unexpected life event and often urgent, requiring intense but brief decision-making One is characterized by exhaustive research over a long period. Because of the cost, its link to medical acuity, and its life change, assisted living is a choice that has two very different buyer’s journeys. Assisted living, in all of its many forms, is expensive and often presents a lifelong change.Assisted living is a complex blend of healthcare and residential living.Here’s my shortlist of unique assisted living marketing challenges: I’ve found that a 90-day cycle is a perfect blend between the considered strategy and urgent execution.īefore we jump into my 90-day planning framework, let’s first get some clarity around the marketing challenge itself.Īssisted living marketing, like most industries, has its product and buyer nuances that require us to go beyond cookie-cutter marketing tactics. Running a 90-day assisted living marketing plan can be a great way to boost a new initiative or reinvigorate marketing efforts that have been coasting.
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