STRATEGIC PLANNING

Preparation of A Customized Strategic Marketing Plan:

The Roadmap To Increased Occupancy & Enhanced Revenues For Your Assisted Living Community, Retirement Community Or Nursing Care Center

Four-color brochures, flashy ads, smart direct mail and public relations efforts comprise the tip of the iceberg when it comes to effective marketing of your senior living community or nursing care center. Without correct market research and appropriate planning, a senior living community or nursing care center can waste tens to hundreds of thousands of dollars in promotional sales and admission approaches that miss the bull’s-eye.

Missing the marketing “bulls-eye” in turn can result in substantial ongoing revenue losses due to occupancy and census shortfalls. To reverse the tide of unmet fill-up projections or declining occupancy, immediate research must be done to determine the following with regard to your assisted living community, retirement community or nursing care center:

family, age, tourism, travel and people concept - senior couple hugging in city park
  • What specific communities and population groups should be targeted for marketing?
  • What facilities and programs constitute your chief competition?
  • What are the strengths and weaknesses of these top competitors?
  • How can your senior living community or nursing care center better differentiate itself from its chief competition?
  • What specific advantages, benefits and major selling points should your  marketing and sales emphasize with prospective residents and their families?
  • What key private census referral sources should be cultivated?
  • What specific communities and population groups should be targeted for marketing?
  • What specialized programs or services should you consider to draw residents from your competitors and from communities outside of your primary market area?
These and other crucial questions will be answered in the written, customized Strategic Marketing Plan for a given senior living community or nursing care center to be prepared by The Roche Associates.  This Strategic Marketing Plan constitutes the roadmap for ongoing full occupancy and effective marketing of your senior living community or nursing care center to desired customers.

Why is it so important to have a written marketing plan?

The major conclusion of a number of studies regarding the marketing of senior living communities and nursing care centers is this:  if a facility is relying on a private market to fill its units or beds, it is not enough that its façade and interior be handsome, warmly inviting, creating the impression through design and architectural artifice that it offers the ultimate in a modern environment, to establish a strong magnet to draw needed residents, the forward-thinking senior living community or nursing care center must be smarter than its competition.

That means learning what benefits and services the customer not only wants, but considers most important – and communicating that message with strength.  It also involves examining the strengths and weaknesses of one’s competition, and capitalizing on “selling the difference” in one’s own marketing by emphasizing the beneficial differences offered by your senior living community or nursing care center.

And it means, therefore, mounting an aggressive yet low-key marketing campaign to communicate to your desired customers the advantages, benefits and major selling points that will cause them to select your senior living community or nursing care center over the competition.  Where does it all start?  With the homework and research that will be synthesized in your customized Strategic Marketing Plan – developed using the considerable resources and experience of The Roche Associates while working in close cooperation with your management and marketing staff.

Each marketing plan prepared by The Roche Associates will provide the client senior living community or nursing care center with an effective strategy for successfully promoting its “product” and with valuable intelligence on its primary competition.  This plan also will identify the unique and major selling points of the given senior living community or nursing care center, will crystallize a cost-effective, specific plan of action for the facility, and will provide a detailed marketing and advertising budget through projected 95%+ occupancy.

In a nutshell, each Strategic Marketing Plan written by The Roche Associates offers the road map to the enhanced market share and meeting your senior living community’s or nursing care center’s marketing and census goals on an ongoing basis.  Furthermore, once developed, the marketing plan developed by The Roche Associates for a given senior living community or nursing care center can be used as a model for other marketing plans that should be prepared for other existing or planned senior living communities or nursing care centers being operated or considered by the client.