When you hear the words “nursing home marketing” and “special events” in one sentence, what comes to your mind? Does it conjure up thoughts of vibrant, multigenerational celebrations or educational opportunities for community members? If not, you may want to consider the following:
Due to socio-economic issues, the number of multigenerational households has been steadily increasing since the early 2000s. There has also been a concerted effort on the part of communities to accommodate those that want to age in place. For nursing home marketers, those occurrences should signal the need to engage frequently with your local community.
Hosting special events is an excellent way to do just that. Take National Nursing Home Week for example. Why not schedule a large, multigenerational event at your facility and invite the neighborhood to be involved? Call the local churches, synagogues or schools and ask their choirs to sing. Provide family friendly activities and property tours. Contact your nursing home’s vendors and ask them to set-up information booths or ask your facility’s medical staff to offer complimentary blood pressure checks. The benefits to hosting such an event are two-fold. First, it may help to improve your residents’ quality of life. Second, it helps to dispel the myth that nursing homes and rehab facilities are unattractive, scary places.
Of course you don’t have to focus solely on hosting large events. Arranging small, educational seminars geared towards targeted markets could also be beneficial. For instance, physicians and pharmacists may appreciate a seminar on the Sunshine Act, which is part of the Affordable Care Act (ACA). Social workers and discharge planners may be attracted to lectures on CPT code changes and at the same time receive their continuing education credits from you. Area seniors, on the other hand, may enjoy seminars on hospital observation days and retirement planning tips. By offering such opportunities, you position your facility as a valued member of your community. It also gives your facility an opportunity to develop strategic marketing relationships, which can lead to referrals.
Those are just a few suggestions to get you thinking about the possibilities. If you would like to learn more about incorporating special events into your nursing home’s marketing efforts, contact Marla Levie at Focus on Aging.
Marla Levie, BSW, MA, is the President and Founder of Focus on Aging, an established Chicago-based marketing, consulting and recruitment firm. For more than 20 years, Marla has successfully been providing consulting, social media and recruiting services to the elder care market and to other service professions. For more information about Focus on Aging, contact Marla at info@focusonaging or at www.focusonaging.com.