Strategic Care |
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Turning Caring Into More More-InsThankfully, most people in assisted living care about seniors. But do they turn that caring into more move-ins? Just because you care does not mean people will move in and census will go up. Strategic Care - allows for a targeted market(s) to recognize that you care and helps them to place the highest value on that care. Strategic care should permeate all assisted living marketing. First of all. you should care for your target markets and referral sources, not just have your hand out for business. Secondly, all your marketing efforts - website, ads, outreach/inreach, etc. - should provide real evidence of how much you care and help people value your efforts. Since your operations provides much of that evidence, your staff must understand their role in your marketing plan. |
your facility and your staff. |
"Introduction" Of Strategic CareBelow are simple, yet poignant examples of how an introduction can progress from a rote function to much more powerful strategic care, and become an effective marketing tool. And remember, in every marketing element, the introductions of people and/or services are involved. Example - FAIRSo many times I have heard "This is our Activity Director, Maria" or something similar. It is polite and it accomplishes a function - an introduction. However, it misses an opportunity to communicate higher value. It lacks the key element of strategic care, so it becomes mediocre marketing. This not only happens face-to-face, but in collateral materials and on websites. |
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Example - IMPROVED" Here comes the Game Guru. (Maria will be encouraged to respond in a favorable way.) I'd like you to meet Maria, our Activity Director. She has an amazing knack for helping seniors with cognitive problems to enjoy playing games. " You have helped place value on Maria as a person. Plus, the fact that the issue of cognitive problems was mentioned will also add value to your services, in this case Activities. Of course, this would work best when speaking with someone who has a loved one with dementia (the targeted market mentioned in the definition of Strategic Care above.) |
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Example - VERY GOOD to TOP NOTCHWith an emotional introduction completed, now flow into your story. " She always gets embarrassed when I brag about her, but Resident Bob's family thinks she is a magician. When Bob came to us, he wasn't very social. It took patience, but Maria allowed him to stay in his comfort zone and just watch everyone else have fun. Then, little by little, she helped him increase that zone. Now he's one of the first people to line up to play. I think your Mom and Maria will be best friends." |
Including those who are in search of the value at the end moves it to TOP NOTCH. |
Example - EXTRA CREDITYou have helped place value on Maria as a humble person and on her expertise by providing evidence. Plus, you have added the value placed on her by others -- an endorsement or testimonial. " If you want, I can give you a photo of the Game Guru in action, so your Mom can become familiar with seeing her face before making the move to Oak Tree Assisted Living." Now you are providing evidence of your willingness to serve and go the extra mile. Plus, you are providing a tool that allows an ally to take the value added by your strategic care and share it with others. |
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