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Your Facilities Could Really Use More Help
If an assisted living executive or marketing director kept in touch with 50-100 professionals who serve seniors (and their families), would they receive more referrals? Absolutely.
But most don’t have the time or tools to do this consistently or effectively, even when they have the desire to execute a well thought out keep-in-touch program.
So I believe that corporate management/marketing should be filling vital support roles that drive this process and provide more marketing support services to their front line staff. And I have found they often come up short.
Corporate support can play a vital role in increasing occupancy on a local level.
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Provide Systems That Do Not Get Interrupted
It all starts with putting systems in place that guide those responsible for increasing occupancy on the local level, and most importantly, are not effected by the day-to-day challenges/interruptions of providing great care.
Here are three recommendations that would make this possible.
- Make it easy to place new and valuable information on your website – photos, videos, Caregiver Tips, Activity Scrapbook entries, testimonial cards/e-mails/reviews, and topics of interest to seniors and their caregivers.
- It is critical that your website be designed so you can quickly add and organize this content in a way that it can be easily found and highly valued.
- Encourage your staffs to create “real” content – photos and video snippets. (Often already being done.) At the corporate level, you handle the uploads, position the expertise, polish the presentation, and provide guidance on how your staffs can use these new marketing tools.
- Systems must be put in place to easily get this information from staff to corporate.
- Gathering and sharing this information should be positioned as a fun process. Your staffs get to highlight what they do well and how much they care.
- Provide a easy-to-use database that allows for the ability to merge personal data into e-mails, the simple organization of contacts into groups (3 Key Lists), the ability for corporate to mass e-mail to groups for their facilities, and the ability to queue and edit those mass e-mails before they are sent.
- You want e-mails to be as personal as possible. And I believe facility staff should be able to add their personal touch where and when needed. For example, if they just visited someone yesterday, they could edit the e-mail to thank them for their time.
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“How Can We At Corporate Help?”
When was the last time you asked this question to those responsible for the occupancy at one of your facilities?
Providing certain marketing support services at the corporate level can improve consistency and continuity of necessary keep-in-touch programs. It can add efficiency and control costs. It also takes pressure off local staffs, allowing them to be more relaxed and effective in face-to-face meetings and when representing their facility.
And at the same time, asking “how can we help?” makes a statement that you are all on the same team and that increasing occupancy is everyone’s responsibility.
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We Can Provide These Services For You
If you would like help in quickly adding support services to your corporate marketing efforts – content, easy to up-date websites/pages, keep-in-touch services, just give me a call on my direct line at (562) 430-9488.
I will be happy to chat with you and there is a lot I could not fit into this article.
Steve Schmidt – President – Marketing With Care
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Marketing With Care Blog - Senior Care & Assisted Living 