This article is proudly presented by Dreamscape Marketing, now a part of Unlock Health. The insights shared in this article are drawn from a lively discussion between Larry Williams, Marketing Strategist for Dreamscape, and Christy Van Der Westhuizen, SVP of Sales and Marketing for Legend Senior Living, at the recent Senior Housing News Sales & Marketing Conference in Tampa, Florida. The conversation revolved around the current state of marketing in the senior housing industry and the evolving challenges and opportunities it presents.
Dreamscape, in collaboration with Senior Housing News, conducted comprehensive research to uncover industry perspectives on marketing trends, successes, and areas for improvement. An important question posed to industry professionals was, “What will be the greatest driver of census growth in 2024?” The survey results were overwhelmingly in favor of digital marketing, with 57% of respondents acknowledging its crucial role. Digital marketing enables real-time tracking of metrics and allows for quick adjustments in strategy. These metrics serve as guideposts for future marketing initiatives and strategic decisions.
Williams emphasized the importance of integrating data points and utilizing a multi-faceted marketing approach that includes traditional marketing and social media efforts. Building a strong brand platform and creating compelling narratives that resonate with the target audience are vital components of a successful marketing strategy.
Van Der Westhuizen highlighted the significance of personal referrals in driving census growth. Ensuring resident satisfaction and actively seeking referrals from satisfied residents and families are key strategies to maintain high occupancy rates. The conversation also touched upon the evolving business objectives of marketing, with an emphasis on new resident acquisition and current resident retention.
The shift towards digital-focused strategies was a prevalent theme, with respondents expressing a keen interest in pay-per-click advertising, content creation, social media engagement, marketing automation, and AI technologies. Mobile optimization and user-friendly web design were identified as crucial areas for investment, as they play an instrumental role in shaping the consumer journey and driving engagement.
In conclusion, the collective effort to align marketing strategies with evolving consumer preferences and technological advancements is essential for driving success in the senior housing industry. By prioritizing brand awareness, enhancing digital presence, and adapting to changing consumer behaviors, senior housing providers can position themselves for growth and competitiveness in the marketplace.
