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.