We know that elder care marketing reaches new clients and builds lasting relationships with the ones you have. Similar to generational marketing, integrated marketing targets a specific client and caters its strategies to them.
Think of integrated marketing as a delivery approach for your marketing message, rather than a marketing strategy. It is more involved than just sending out a pile of marketing materials. It is coordinating all of your elder care marketing mediums into one effective approach to the senior market.
What is Integrated Marketing in Elder Care?
Take a step back and think about who is your ideal customer. Are you planning on marketing to seniors themselves, or are targeting their children or even their grandchildren? With integrated marketing, you consider who your target is and analyze your marketing approach carefully. You want to utilize all the media you can so that your audience will get your message loud and clear.
How to Use Integrated Marketing to Your Advantage
To execute this marketing strategy most effectively, take a look at what types of media you can use. Let’s say, for example, you are planning on targeting the children of the elderly and you work in a senior living community. You can start by sending out a postcard introducing your community and its accommodations for elder care, making sure it has your website address on it. Contingent to that, you can build a strong website for your target audience to visit and learn more about your elder care business and what you do for the seniors. The idea is to take advantage of as many marketing outlets you can, while crafting each message intently on the same group.
When using integrated marketing, you want to use both online and offline modes of marketing, and focus both on the same group. Your message will always depend on who is your target audience.
Also, you should make sure that you share your marketing tactic with your entire elder care team. Your staff, those that deal directly and indirectly with the clients, should all be on the same page of getting your marketing message across.
Integrated marketing is a great approach to reach senior clients and/or their decision makers. Contact me if you want further information on using this approach in your elder care marketing.
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.