Understanding the Specialties of Personal Care and Assisted Living Advertising

Assisted living and personal care offer numerous benefits to seniors: physical and emotional support, social activities, access to medical care, assistance with activities of daily living, and a home-like living environment. As a senior living operator, you can certainly benefit from focusing on these features; however, in today’s competitive market, they won’t sell themselves.

When it comes to senior care marketing, a specialized approach is necessary due to the unique requirements associated with these types of services.

Unique Standards of Care and Marketing

Assisted living as a service has its own set of regulations that may not apply to other settings, such as nursing homes or independent living communities. For instance, avoid using superlatives such as “best” or “top-rated” unless there is objective data to support these claims.

Some states have requirements and restrictions on other terms or phrases — such as personal care homes — in assisted living advertising. When marketing personal care services, however, frequent comparisons between assisted living and personal care may help your audience better understand what your community offers.

Adhering to rules like these may seem tedious and time-consuming, but it doesn’t need to be. Working with an assisted living marketing agency that also serves personal care communities can be beneficial for understanding these regulations and forming campaigns that adhere to them. It will also give you the time to focus on providing quality senior care.

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Know Your Senior Living Advertising Audience

Understanding the target audience is also critical when formulating effective advertising strategies. Seniors in need of assisted living or personal care are typically in their late seventies or older, have limited mobility issues, and require more personal support than those in other types of senior care. The approach to creating marketing campaigns should reflect these characteristics in order to resonate with potential residents.

Marketing Ideas | Assisted Living Advertising & More

Which types of senior care marketing best fit what potential residents are looking for?

When marketing assisted living and personal care services, you will want to have the right marketing materials that resonate with an older audience, including the following:

  • An SEO-optimized website: An online address serves as a hub for all of your marketing efforts, and a solid SEO strategy will make it easier for potential residents to find your community. It should include information about your services through several webpages and consistent blog posts, pricing options, associates’ qualifications, virtual tours or videos, and contact information.
  • Brochures: A well-designed print or digital brochure can provide an overview of your community’s services, amenities, and pricing that readers will know to save for later. It should include photos of the community, team members, and residents to give a sense of what life is like at your community.
  • Newsletters: Sending out regular print or digital newsletters to current residents and their families can keep them informed about community events, activities, or updates on any changes in policies or procedures.
  • Print ads: Advertising in local newspapers or magazines will raise awareness about your community among those who may not be actively searching for senior care options but could benefit from them.
  • Digital ads: one of the most useful ways to reach potential residents is through targeted digital ads on social media and search engines. By targeting specific demographics such as age, location, and interests, you can ensure that your ads are seen by those who are most likely to be interested in your services. Through remarketing campaigns, you can also reach those who have already visited your website or interacted with your ads but haven’t yet converted into leads.

If executed properly, these types of media can be highly effective in nudging potential residents towards taking the next step in their decision-making process.

Which senior care selling points should I showcase the most?

Here are some key areas to consider:

  • Healthcare services: many seniors require regular medical care or assistance with daily activities. Showcasing your community’s healthcare services, such as medication management, physical therapy, or occupational therapy can be a major selling point.
  • Hospitality: remind seniors about your welcoming environment full of warm interactions, personal attention, and responsive communication.
  • Social opportunities: assisted living and personal care communities can provide residents with opportunities for socialization and engagement through activities such as game nights, movie screenings, or fitness classes. Highlighting these social opportunities can be particularly appealing to those who may feel isolated or lonely at home.
  • Amenities: many assisted living communities offer amenities such as on-site dining, transportation services, and housekeeping services which can be attractive options for seniors looking to simplify their lives.
  • Location: the location of your assisted living community can also be an important factor for potential residents and their families. If it is located near family members or in a desirable neighborhood with access to shopping centers or parks, this may be a unique selling point.

Ultimately, the key is to showcase benefits that align most closely with the needs and preferences of seniors in need of your services while addressing concerns they may have about transitioning into your community.

What does offline lead generation for assisted living and personal care look like?

Hosting events such as open houses, informational sessions, or social gatherings can provide an opportunity for potential residents and their families to learn more about your community and interact with associates as well as residents.

Attending trade shows or conferences related to senior living can provide an opportunity to showcase your community and connect with potential residents and their families. Similarly, partnering with local organizations can help your community become recognized among locals who may need assisted living services.

In addition, many senior living communities offer referral programs that encourage current residents or their families to refer new residents. This is a powerful way to generate leads through word-of-mouth recommendations.

Overall, crafting well-rounded marketing campaigns exclusively for assisted living and personal care can enable you and your team to connect with new residents while demonstrating the advantages of senior care.


Navigate Assisted Living or Personal Care Marketing With Ease

Our assisted living marketing agency has more to offer your senior living community; talk with our team to learn how much you can upgrade your assisted living or personal care sales process. We’ll help you build trust and credibility with every click, turn of a page, and in-person interaction.

Jen Malloy | Craft & Communicate

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