As with all types of senior living advertising, memory care marketing should focus on respect and transparency, with the goal of building trust. Promoting dementia care will require careful attention to certain points that resonate with specific audiences. This applies to the choice of language, the ideal audience, and the specific types of advertising and outreach for generating the most move-ins.
Memory care advertising should be respectful of seniors’ autonomy while emphasizing open communication between residents, family members, and medical professionals. It can feature the personal care and medical services offered and amenities like chef-prepared, brain-healthy meals. Information about enrichment and lifestyle programs a community provides can also be highlighted, especially the most unique ones.
Approach Delicate Topics With Compassion and Authority
Memory care marketing should show sensitivity and compassion while accurately representing what services are available in your community. Be especially mindful of the language used in the advertising, as dementia can be an emotionally charged, personal issue for seniors and their families. Avoid words implying fear or stigma, such as ‘disease’ or ‘illness.’ Focusing on more positive aspects, like 24-hour security and personalized care plans, is better.
Another key to success when addressing delicate topics lies in authoritative messaging.
Senior living providers must establish themselves as trusted experts to connect with families seeking memory care services effectively. This means discussing the complexities of these conditions, showcasing in-depth knowledge, and offering solutions with unwavering confidence.
This approach educates and reassures potential clients. Craft your message with compassion and authority, and families will feel secure in your capable hands.
Know Your Memory Care Marketing Audience
Although independent living and assisted living or personal care advertising should speak directly to potential residents, your team should use different voices when advertising your community.
Adult children (typically between the ages of 45 and 65) are the audience to which you should market your memory care services. They often play key roles in deciding what types of living arrangements are best suited for their family members with Alzheimer’s or other types of dementia. This audience is typically more receptive to content highlighting how their loved one can benefit from professional care in a secure, nurturing environment. Your marketing messages can focus on how memory care services ease families’ minds while ensuring dignity, socialization, and quality of life for their aging relatives.
Marketing Ideas | Advertising the Benefits of Memory Care
In addition to a traditional website, brochures, newsletters, and print and digital ads, consider these ideas for gaining recognition among families seeking memory care.
- Accurately showcase stories of your residents’ successful transitions into memory care apartments from their homes or other communities. This is best accomplished with photos, video testimonials, and written reviews.
- Develop highly-targeted, local ad campaigns to reach potential customers already seeking memory care and caregivers who haven’t started searching yet.
- Post regularly on your community’s social media accounts about memory care topics, including helpful advice for families of seniors with Alzheimer’s and other forms of dementia. Share photos of your community’s happy, thriving residents and compassionate team members.
- Highlight local caregiver resources available at and outside of your community.
- Establish relationships with referral sources such as hospitals, doctors, and nursing homes to build awareness of your services.
Which services and amenities should be prioritized in memory care advertising?
Your audience will be first concerned with the level of care and security provided, but the amenities, programs, and best practices are also important. The features below take center stage in memory care marketing:
- 24/7 care: Since symptoms of Alzheimer’s and/or dementia can suddenly worsen without warning, family members must know their loved ones will be looked after around the clock. Your messages should mention constant medical monitoring and assistance with daily activities such as dressing, bathing, eating, and medication management, plus other needs that arise.
- Security: Families often look for locked units separate from the rest of a senior living community. Also, discuss your alert systems and communication protocols for contacting emergency services and family members.
- Supervised, customizable, and evidence-supported lifestyle programs: Enrichment programs and memory care stations provide cognitive and physical stimulation, engagement, and social interaction. Describe yours in detail in marketing messages.
- Brain-healthy dining and specialized nutrition plans: Fresh, healthy food plays a vital role in dementia care, improving cognitive skills, physical abilities, and overall well-being. Showing how your community prioritizes this can boost your audience’s confidence in your memory care center.
- Certifications and awards: These demonstrate a memory care community’s commitment to providing the highest level of care. They show that associates have been trained in best practices, receive up-to-date education on dementia care, and offer a secure, supportive environment for seniors with memory loss.
What does offline lead generation for memory care include?
Memory care communities often participate in local events — such as The Alzheimer’s Association’s walks — to raise awareness of dementia and related conditions and demonstrate their commitment to the well-being of their residents.
This participation also allows you to network with other professionals who can support residents with dementia and their families. It provides excellent opportunities to share information about your services and foster new relationships with locals.
By getting involved in local events, memory care communities show they are an active part of the community and are genuinely interested in helping those affected by memory loss.
Build More Trust With Your Memory Care Marketing
If you need more eyes on your memory care community’s advertisements, we can create comprehensive, effective, and customized solutions tailored to your needs. Contact our memory care marketing agency to learn how we can help you reach more families through insight, compassion, and authority.
