Walker Marketing, in conjunction with LeadingAge, hosted a webinar to give insight into what it takes to successfully market adult day care services. Here is a brief recap of the tips that were shared in the webinar:
- One message does not fit all. It is important to craft your marketing messages relevant to the audience.
- Remember, in marketing, it is all about relationships. When calling on professional referral sources, remember to ask about their needs and interests and set out to fulfill those. Be respectful of their time and leave two types of literature behind: one for caregivers that with permission can be left in a physician’s waiting room and the other for professional referral sources focused toward condition-specific issues and how adult day care can be beneficial to the patient.
- A good way to communicate to your different audiences is to use storytelling examples such as a story about a guest who has an interesting past and now attends adult day care and how adult day care is helping the guest and family.
- Think about ways you can leverage these stories to the local media outlets (radio, TV, newspapers) to gain awareness in your community.
- Consider professionally producing two PowerPoint presentations that can be used to tell the adult day care story and in particular your story. These presentations should be focused on each audience type: professional and the general public. Use these presentations in conjunction with a speakers bureau with appropriate handouts like a simple survey that solicit feedback from the general public. Since professional referral sources are time starved, consider using a follow-up email with a link to the presentation for professionals.
- Remember, your website is the cornerstone of your marketing program. It should be engaging and informative and use conversion-centered design. The content should be kept fresh and updated frequently. Repurpose media coverage on your website and social channels to drive more traffic.
Walker Marketing specializes in long-term care marketing. To learn more about our firm and ways that we may assist you, contact us today or give us a call at 704-262-1106.
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