When it comes to marketing to the elderly population, make sure you define your strategy and be sure you know you who your customer is. Is your potential client the elder adult, the spouse of the senior adult, the adult child or someone else?
Here are some tips to help you develop a successful marketing campaign:
- Know who your customer is and tailor your marketing plan to meet their needs.
- Seniors are consumer savvy and take their time to do their research first; so be sure to provide as much information as possible.
- Make sure to use the correct terminology when referring to the elderly or mature population. Deciding which term to use for that age group always makes for good discussion.
- Build a foundation of trust with your customer. A consumer in the elderly population will not buy anything from you if they do not trust you.
- Offer a senior discount, or any type of discount in this economy.
- Baby boomers are more active and healthier than previous generations and use the internet and the latest technology. Make sure to use this to your advantage when trying to reach adult children.
- Personalize any information or community experience to fit the customer’s needs. Too many times in the aging industry, a sales counselor will present the client or his family with a packet of information that includes programs or services that the client does not need. Or the salesperson will show the potential client a certain unit in a nursing home that the client isn’t interested in, and often loses the customer over this. I have seen potential customers visit nursing homes regarding an elective knee replacement or other surgery, and be given information on hospice or be shown the Alzheimer’s unit. All they needed to know about was the rehab program. Those clients were out the door fast!
- No matter what you are selling, it is up to you to make sure you meet the needs of the buyer. Without accomplishing this, your consumer will go elsewhere to find whatever it is they are looking for.
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.