Many aged care and retirement living providers are asking whether they should or shouldn’t be advertising right now, writes Gill Walker.
We have been asked about whether to advertise many times in the past week, so we have put together some considerations.
These considerations assume providers are properly communicating with all existing staff, healthcare professionals, suppliers, residents and their families.
Education breeds confidence
Now is the time to remind the community, relatives and staff that as a quality aged care provider, you have protocols in place and standards are very high. There is strong sentiment that families prefer their elderly relatives are in a secure and caring environment rather than home alone.
Marketing needs to play a key role in education and brand leadership by helping clients move from panic to proactive steps. Being seen builds confidence, especially with existing prospects and residents. Lack of awareness can create false information.
Retirement living has an opportunity to promote the benefits of older Australians living in a supportive community, with managers there to protect, inform and arrange on-site services and deliveries.
Don’t forget your prospects
People who have enquired about aged care in the past 30 days are obviously in need, so you need to reach out and explain your procedures.
Can you offer virtual tours and make this service more prominent on your website, along with other important information?
During these uncertain times, have regular contact with all prospects. As you prioritise daily tasks for the organisation, your management teams need to prepare for the bulge that will happen later on. Be ready with appropriate messages.
Check your digital presence
If you are running AdWords, then include ‘Covid 19’ and ‘coronavirus’ as a negative keyword, so you don’t appear.
If your hours of operation or the way that you operate has changed, post updates on your social media accounts, push these through your electronic direct marketing (EDMs) and edit your business profile on Google.
Seize media opportunities
Overall, we are seeing an increase in media consumption, and especially news and in-home media due to Australian’s hunger for information on COVID-19. The community also has more free time to consume media than ever before. – Read more