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’ll share our insights the week of March 19th when the Senior Living Sales and Marketing Leadership Guide is published.
Until then, we’ve continued our series of 5 senior living marketing ideas to implement in 2018. Catch up on Part 1 here, and the first senior living marketing idea (Part 2) here. You can also click the button below to reserve your copy of the upcoming guide. This week’s senior living marketing idea is to promote the wellness programs your community offers to encourage resident acquisition.
In Part-3 your senior living team will learn:
- The eight dimensions of wellness
- 2 tactics your senior living community can implement to promote the efficacy of wellness programs to encourage resident acquisition
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
We’ll address content marketing’s role as a senior living marketing idea in detail for the next installment. Today, we’re talking utilizing content marketing to specifically promote wellness offerings to achieve resident acquisition goals.
Content marketing works equally well for mature communities invested in the space, renovating wellness offerings as it does for newer, sleek communities looking to introduce wellness offerings to their audience. Go beyond the basics to create engaging, personalized content. The active baby boomer resident of today won’t be won over by a high gloss photo of a newly-renovated rec center alone. 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, then using the content to highlight the experiences of your residents to the public on the channels you’re strategically choosing.
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, your community will need to sell its wellness programs to surpass its resident acquisition goals, and 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, drive conversions for wellness programs
Perhaps no other channel 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, video, and additional elements we recommended your content captures in accordance to the type of media the specific social channel is known for. 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, creates user engagement and conversation, and try to have it convert without sounding too sales-y. This is easier said than done, but social channels can help resident acquisition goals while building trust if handled with care and strategic focus.
What’s up, doc? Senior Living wellness in 2018
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 course of four to five years.
Does your senior living community’s wellness program align with the statistics above? Here we are in the beginning of 2018 and the promotion of wellness programs are one of the five senior living marketing ideas our team recommends.
To learn the insights our team discovered when surveying over 200 of your peers, click the button to reserve your copy of our Senior Living Sales and Marketing Leadership 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 you or your team has a question, don’t hesitate to contact us. We’ll try our best to set your community back to healthy standing with its wellness and marketing initiatives.