SNF Marketing to Multiple Generations

Imagine this: it’s decision time. Mom and Dad are nearing an age where long-term care might be needed. For you, it’s a familiar feeling – sandwiched between caring for your own family and navigating your parents’ future well-being. This is the reality for a growing number of adult children, a generation stepping up to become equal partners in the LTC decision-making process.

The skilled nursing and long-term care landscape is shifting. The Baby Boomer wave is approaching, if not here, offering a wealth of potential residents for facilities. However, the way families make these choices has changed. Gone are the days of seniors deciding alone. Today, it’s a collaborative effort, and facilities that recognize this new dynamic will find themselves ahead of the curve at the intersection of marketing, census, and revenue.

Two Generations, One Goal

So, how can LTC facilities reach both generations? The answer lies in understanding the “sandwich generation’s” unique needs. People are living longer, leading to a longer period of potential involvement by adult children. Finances are a top concern, as adult children often navigate financial options and potential contributions for their parents’ care. Shifting family structures, with divorce and geographic dispersion being more common, make sole care by adult children a challenge. Finally, the healthcare landscape is complex, and adult children need information on various care levels and how LTC facilities can complement existing healthcare needs.

Audience Comes First

The key to capturing hearts and minds lies in a multi-pronged approach. First, think diverse communication channels. Utilize print materials, social media platforms, website content, email marketing, and even targeted community events. This ensures you reach both seniors and their adult children where they are most comfortable consuming information.

Next, create content that resonates with both generations. Blog posts, articles, videos, and infographics can address topics like the different types of LTC facilities, the social and healthcare benefits for seniors, navigating the financial aspects of LTC, and most importantly, how to choose the right facility for their specific needs.

Remember, it’s about more than just the senior resident. Highlight amenities that cater to the whole family. Think fitness centers, walking paths, organized activities, guest suites for visiting families, and technology that facilitates seamless communication between residents and loved ones.

Tell The Story of Your Facility

As we’ve talked about before, the power of storytelling is undeniable. Feature testimonials and case studies from satisfied residents and their families. Seeing the positive impact on multiple generations is a powerful way to build trust and showcase the value your facility offers. Don’t forget the power of online reviews. Encourage residents and families to share their positive experiences. Positive testimonials can significantly influence the decision-making process for both seniors and adult children.

Social media platforms like Facebook and Instagram can be valuable tools for storytelling. However, remember to tailor your content for each audience. Adult children might prefer informative content, while seniors might enjoy lighter and more visually engaging posts.

Don’t Fake It

Transparency is key. Build trust with both seniors and adult children by being an open book. Your website should be a comprehensive resource for potential residents and their families. Clearly outline the services offered, pricing structures, and admission procedures.

Don’t shy away from addressing common concerns that adult children may have, such as cost, care quality, and communication channels. Be proactive in addressing these head-on.

Call to Actions Matter

Finally, make it easy for both seniors and adult children to get in touch. Offer phone calls, email, and online chat features, creating an open communication environment that fosters trust and collaboration.

By recognizing the role of adult children in the decision-making process, skilled nursing facilities can position themselves as trusted partners. Focusing on clear communication, valuable information, and building trust will empower families to find the perfect LTC fit for their loved ones, ensuring a smooth transition and peace of mind for everyone involved. Remember, it’s about working together to ensure a smooth journey for the entire family.

If you need help telling your story in a way that reaching multiple generations of decision-makers, reach out to Market LTC at 352-780-4736. We have the experience and tools to ensure that your marketing isn’t just an effort, it’s a solution.