Marketing for Nursing homes entered a new age on January 1, 2011. That was the day that the first Baby Boomer turned 65, and the race was on. Since that time, the Nursing Home industry has grown at a compound rate of almost 5% and will continue to do so for at least another decade.
Search for help with marketing your Nursing Home and you’ll get lots of good advice about investing in a high quality website, targeted SEO, capturing the #1 position in keyword searches, and targeted communications and digital advertising.
But take a look at that list, or at your Google results and you’ll find that most marketing agencies focus on one thing: getting you noticed. Yes, that’s important, but there’s more that goes into successful marketing.
Marketing for Nursing Homes: the step most overlook.
Advertising, from the time that Mad Men walked Madison Avenue, as always been sexy. It’s been slogans, jingles, and award winning ad campaigns. That works well when you’re selling something simple like detergent or TV dinners, but your challenge is more complicated. When considering a nursing home, there’s a lot more that goes into making the decision. Most Nursing Homes (and many marketers) fail because their marketing stops at just “getting noticed.”
The customer journey
The customer journey is the “step by step” process (like a literal journey) that we embark upon when considering a major purchase or investment. Advertising (like SEO, Pay Per Click and even social media) are just one step in the journey. It gets you noticed when the customer is interested. But you don’t achieve your goals on that first step.
What happens next?
Your potential client has done basic research, but in the case of complex and emotional needs like a choosing the right Nursing Home, it’s only one step. The next step is contacting you, and most often that happens by phone. The potential resident wants more than to just look at a pretty website.
What happens when they call you?
You only get one chance to make a great first impression. Your website and advertising have passed the test so far. But AT&T Research shows that 69% of your callers are asked to “please hold.” What happens then? What do your callers hear on hold?
Most modern phone VoIP systems are programmed with “default” music on hold…like the old Muzak that played at Dentists’ offices Many PBX (traditional) play elevator music on hold. Or a radio. Or dead silence.
Make a better first impression
Why not continue to develop your marketing strategy by giving your callers interesting information while they’re waiting on hold: information that they want, and that you want them to have. Reinforce your strengths. Educate them about what they should be looking for. Start more of the conversations that you want to have with them by giving them the right ideas.
How it works
Informer Messages have worked for Nursing Homes nationwide, giving them a new marketing tool. The Informer is a complete service, that develops a custom-tailored strategy and script, and broadcast quality recording that will work on your existing phone system.
Here are quick samples of actual Informer Messages for nursing homes:
Find out more
What do your callers hear when they wait on hold? Find out more about giving them something better. Your marketing message. Call us today: In Connecticut call (203) 655-3920. In New York call (212) 355-6980. And Nationwide contact us toll free at (800) 862-8896. Or click here to email us for more information about how Informer Messages can work for you.
