Like any sensible facility marketing director does, I desperately want opportunities to attract attention. Recently, after considering every available option, I identified what I felt was a sure-fire way to achieve those self-promotional goals — by wearing neon-salmon-colored pants.
It was not a good sign from the start. The "personal" email stiffly started "Dear Sir," The first line only validated my gnawing feeling: "I can't tell you how enraged I got reading your article ..." It was the start of a new friendship.
So many times you see individuals who don't typically get the company headlines hoping to, well, make themselves known and earn some recognition. Nursing home marketers, your table is ready.
It would be reasonable to think that a storm that caused dozens of deaths and the shutdown of federal government offices is a bad thing, a very bad thing. But you would be only half right.
The HCR ManorCare hepatitis C story we ran earlier this week deserves another look, but probably not for the reason you're thinking. Without meaning to, it forcefully reminded us of the power of the visual.
Many things about aging and long-term care are "givens." At the top of the list: People grow older, become less healthy and, sooner or later, die. Pretty tough circumstances to try to build a good working reputation around. In fact, with a uniquely 21st century poison in play, it is harder than ever for providers.
Whether it's an occupancy issue, a new competitor, an expansion project or raising awareness about a new development, an approach involving integrated communications is the most efficient and effective way to go.
There's a reason you go back to your favorite restaurant, television show or shoe store. They're good, and you can count on them being good. That's how I feel about the public relations folks at Erickson Living Communities. They "get" it, and their newest project is a perfect example.
Evidence-based reasons for why some nursing homes serving Medicaid-heavy populations outperform others will soon be available.
Ask skilled care or senior living operators about their biggest operational challenge, and the answer is almost always the same: keeping the place full. A new investigation of the way many operators deal with prospects shows that there's a lot of room for improvement.
In the fierce daily battle to keep beds and units occupied, it can be tempting to fudge a wee bit about your ability to provide care. Here's my advice: Resist the temptation.
Don't expect one company to complete all of your needs. Before you select your favorite clinical system, talk with suppliers about what accounting systems are already integrated and how these systems can reduce cost and risk
Despite the rapidly growing elderly population, senior living communities sometimes have empty apartments and the worry is that prospective residents will look askance at a facility having more than a few vacancies.
When talking to long-term care leaders about new construction or facility renovations, I hear the word "residential" spoken often, and with great excitement and pride. And I've accepted that a less institutional, more homelike building is indeed something to celebrate. But two things — a recent experience and a conversation — have gotten me thinking.
As obvious as it may sound, in order to maximize your organization's market potential, it's imperative to first achieve superior clinical outcomes and then focus on a sound marketing strategy. Certain high touch marketing initiatives may have worked on a limited basis in the past. However, given the current state of the healthcare industry, i.e., budget cuts, CMS penalties for higher than acceptable readmission rates, and increasing competition, a more strategic plan is essential. Technology can help you accomplish these goals.
The terms we use to describe and communicate with seniors have either positive or negative associations. We recently conducted a new survey asking 1,114 participants their feelings and associations with the language used to describe seniors and senior living. The survey revealed certain terms and labels acceptable a generation ago, have rapidly become taboo or downright offensive.
If you're a long-term care provider, there's no way you can spend your days doing nothing. It's simply impossible. You know it and we know it. So now here's one more thing for you to d
Smart marketers take a look at what markets are available and then create products or services around a segment of people that fit a demographic and/or psychographic profile. Use the nine most profitable words in marketing to best market your long-term care facility.
Whether you choose to market through direct-mailings, pamphlets in doctors' offices, online advertising, magazine or television placements, a flash-in-the-pan approach to marketing and selling your facility is not the answer to increasing your clientele.
Gaining a real understanding of your target market is more crucial today than it ever has been before. With increased competition and tighter budgets, you must know how to best spend your dollars and get the maximum return possible on that marketing investment.
Long-term care operators continually need to be aware of what will make them stronger in the marketplace. A webinar focusing on 10 important questions that must be asked and answered to be a successful provider will begin at 11 a.m. Central Time on Wednesday, Aug. 8. Take-away benefits of the one-hour session include a marketing assessment that can be repeated to improve self-evaluation. Ken Curnes, the senior vice president of planning and strategy at GlynnDevins, will address the fundamentals of senior living marketing and give examples of best practices in ten key areas.
In the looming world of acute-care partnerships, warm and fuzzy imagery is going to take a back seat to cold, hard data. So if you're feeling like a number now, just wait.
We hear it day after day in our industry: Providers need to market themselves because they're entering an era of competitiveness like they've never seen before. As a marketing consultant in the healthcare sector, I can tell you first-hand that this is 100% true.
Given the response to last week's post about the Affordable Care Act and the Supreme Court, I've decided there's only one way to make this week's blog as successful in terms of readers and story hits. I'm going to talk about the individual mandate ... for felines.
Winter, especially in colder climates, can take a toll on anyone's mood. The cure for one upstate New York assisted living community is an unconventional one: a good old-fashioned snowball fight.
A few months ago, I called up a nursing facility that was embroiled in a legal snafu. I'm not sure I was able to utter an audible response to its marketing representative since I was busy hitting my palm against my forehead.
It is a well-known fact that our nation is aging rapidly. However, a recently released census brief, "Age and Sex Composition: 2010," revealed remarkable findings. The study found that in the last decade, the male population grew much faster than the female population in the 60-plus age group. Understanding this demographic shift and responding to it appropriately will bring new opportunities to long-term care companies.
To harness the potential of the burgeoning eldercare market, companies will need to move away from their traditional communications tactics and enter the new age of marketing. I am not necessarily talking about big budgets and large-scale advertising, but rather about innovative communications campaigns.