One of the most difficult questions to answer, for clients, and even marketers sometimes: how do we identify the correct target audience? The knee-jerk reaction to the question "who do you want to reach?" is often "everyone", but this is just not feasible. We've unpacked the steps that we take to identify a target audience in one of our primary verticals: senior living. Read on for the questions to ask yourself and your team about target audiences.
Maybe it has something to do with the start of the NFL and NHL seasons, but the Buffalo-Niagara Falls region has been on our minds a lot recently.
As your team plans for 2018, is your website aligned with your goals as a healthcare organization? We have three web trends in the healthcare industry that you should be aware of when it relates to patient experience, content, patient feedback and technical capabilities.
Wait for the laughter when mixing the words “senior living” and “digital” in the same sentence. Technology avoidance commonly comes with old age, but when it comes to choosing a senior-living community, the adult children (primarily daughters) are making decisions for their parents. A recent study by Care.com found adult children of prospective residents were involved in their parents’ transition into senior living 73% of the time. The move to a more digitally-focused, targeted marketing plan will allow senior living facilities the put their message in front of the decision-maker/influencer.
The times they are a changin’. Bob Dylan probably wasn't referring to the healthcare industry when he penned those lyrics, but how true they ring now. Modern healthcare is transforming right before our very eyes and the way everyone—patients, doctors, administrators—views this multi-trillion dollar industry. Sites like WebMD and the Mayo Clinic are encouraging patients to seek out health information online before they see a doctor, even featuring a symptom checker to use before making an appointment with their physician.
Earlier this month, the Tipping Point team attended this year’s Empire State Association of Assisted Living (ESAAL) conference in Verona, New York. We spoke with hundreds of assisted living facilities about their marketing and public relations challenges, some with as few as 25 beds and others with dozens of locations. However, all are facing the same challenges, as are others in the elder care space – attracting families to their services and managing crisis communications when unfortunate events occur.