Marketing to Geriatric Care Managers

Posted on May 30, 2013 by - Elder Care Marketing

Geriatric Care Managers (GCM) represent an important source of primary referrals for your elder care business.  A care manager is responsible for linking clients to specific elder care providers and connecting services.

geriatric care managers

Elder Care Marketing
Geriatric Care Managers

Geriatric Care Managers counsel older adults and their families on how to preserve independence and manage illness and change when necessary.   Geriatric care managers are strategists who specialize in providing quality of care for older adults, whatever their needs, wherever they live.   Through recommendations, trusting relationships and personal care plans, they steer client business and can influence many choices.

Geriatric care managers provide guidance and oversight to the elder care market on many important matters:

  • Finding products and home services to lower risks for independent older adults
  • Handling cognitive changes, finding resources and activities to deal with social isolation, depression and other challenges
  • Guidance on benefits and entitlements, financial planning and asset protection
  • Choosing the right housing, whether assisted, skilled care or rehab facility
  • Help with moving, bill paying and other practical transitions

Geriatric care managers are usually Master’s-level social workers or nurses with special training in elder care.  Some represent non-profit organizations; some are independent practitioners; some work for national companies that lead with home care placement services.  If concerned about the complex medical condition of an older loved one, families may choose a nurse care manager.  Families with a history of conflict, estrangement, or challenging dynamics and personality mix, usually prefer working with a clinical social worker.

Elder care businesses that work with skilled care managers can become partners in planning for the late chapters of life.   Care managers are gatekeepers, keeping communication open with their aging clients as well as key family members and decision-makers.    You can market to geriatric care managers directly, to showcase your mission, your brand, your personnel and success stories.  Find a basis for collaboration.  If a care manager understands how your business solves problems for older adults, you might earn a steady stream of referrals.  

Focus on Aging, can assist your elder care business/service to expand your referral list of potential referral sources, including Geriatric Care Managers.  

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