More Than a Walk in the Park: Senior Living Active Aging and Wellness
Age is just a number. Today’s active seniors are cognizant of that adage while they pursue quality of life. Treatment across the healthcare continuum has evolved over the years to address facets beyond physical health. Our team interviewed over 200 senior living practitioners to determine opportunities – such as wellness programs – that will impact marketers this year.
We’ve continued our series of 5 senior living marketing ideas to help providers weave their wellness philosophy into marketing materials and outreach. Catch up on Part 1 and Part 2 in the series. Click the thumbnail below to download your copy of the Senior Living Marketing Guide.
In Part 3 your senior living marketing team will learn:
- The eight dimensions of wellness
- Two tactics your senior living community can implement to promote the efficacy of wellness programs
Idea #2: Promote Your Senior Living Community’s Health-Based Options and Wellness Programs
Terms like “active aging” and “whole-person wellness” aren’t new concepts to healthcare. When specifically applied to senior living, wellness encompasses the physical, intellectual, emotional, and spiritual health of residents and beyond. The concern that your community’s wellness programs reflect the needs of your prospective resident extends to the ACI who will influence their parent’s decision.
As a reminder, the eight dimensions of wellness include:
When done successfully, your community can promote its wellness programs while earning the trust of both your prospective resident and ACI. Cater your community’s messaging so it reflects the dimensions above (where applicable to your community).
Tactic #1: Use Content Marketing to Promote Wellness Programs
Content marketing works equally well for legacy communities with a rich history as it does for newer communities looking to introduce wellness offerings. Go beyond basic descriptors of your wellness offerings to create engaging content. The active baby boomer resident of today won’t be won over by a high gloss photo of a newly-renovated rec center. Chances are, your prospective resident may have had their own gym in home or access to a gym prior to downsizing, so a picture alone doesn’t sell your community.
Instead, focus on the unique benefits the newly-renovated rec center provides current and prospective residents, and tell that story with your content. Does your community offer specific classes catering to veteran residents who like exercising in groups? Use a blog post to tell that story! Let your community’s unique wellness offerings stand out by aligning it to the dimension of wellness it correlates to. Next, write content to highlight experiences your residents are having with your wellness programs on the channels/platforms your community consistently publishes content.
Consider incorporating wellness programs your community offers into the following content marketing assets:
- Blog posts
- Whitepapers or Industry Reports
- Email marketing automation
- Print and Direct Mail collateral
- Social Media posts
Combine unique pictures and creative copy to tell scintillating stories about your community’s wellness programs. Use online and offline channels to generate awareness with that content. Due to the immense amount of competition in senior living, your community will need to sell its wellness programs to surpass resident acquisition goals. Creative content will help your community stand out when your prospective resident or ACI is ready to pick up the phone or fill out a form.
Tactic #2: Use Social Media to Create Conversations and Drive Conversions for Wellness Programs
Perhaps no other platform is primed to facilitate conversations around senior living wellness programs like social media.
What better way to generate buzz than by providing a real picture/video of a wellness class to an interested resident or ACI? Social media can do just that by directly communicating with users. Use sound best practices on each social media channel your community is active on to ensure its complying and communicating with the right resident and ACI, and the style that respective audience prefers on each channel.
Social media algorithms are constantly changing, so your team will need to remain mindful of this fact and be quick to adapt to changes when they occur. Your community doesn’t own the space its business page has a presence.
To leverage each social media channel’s unique attributes, look to repurpose POV’s, pictures and video to align to the audience preferences on each social channel. Instead of providing an entire vignette of a resident who has a renewed zest for life the way your content would; upload the resident’s picture, a quick anecdote, a “hook” to get followers conversing about the matter being discussed, and a link to the entire story. Look to repeat that process and substitute pictures and video where needed, while adhering to the best practices for each social channel.
Make sure your social posts tell a unique story and open the opportunity for user engagement and conversation. This will get social followers to convert without your messaging sounding too sales-y.
What’s up, doc? Senior Living Wellness
In a survey conducted by Mather LifeWays Institute on Aging in 2011, health and wellness ranked as the second biggest senior living trend. That same survey projected that communities offering health and wellness programs would jump from 40% to 78% over the next four to five years.
Does your senior living community’s wellness program align with the statistics above?
To learn the insights our team discovered when surveying over 200 of your peers, click the thumbnail above to download your copy of our Senior Living Sales and Marketing Guide. We know adequately promoting your community’s wellness programs isn’t a walk in the park.
In next week’s installment of this series, the team will discuss content marketing for both veterans to it and newbies alike to help resident acquisition. We’re here to help, so if your team has a question, don’t hesitate to contact us.