During my tenure as a marketer in the senior in-home healthcare field, I’ve learned that aging adults want to live in the comfort of their own homes for as long as they can, and their adult children would be happy to be their caregivers if they weren’t so overwhelmed by their duties.
Where did I learn all this? From our clients.
In my role as the digital senior manager for a 24-hour senior home-care company, I’ve taken feedback from clients and used it to develop our marketing plan.
Use client feedback to develop a marketing plan.
Your salespeople interact with clients and prospects every day, so you can leverage their knowledge base to access client feedback. I have a weekly call with our sales team when they share insights about our clients. We talk about challenges and look for solutions. You should keep your sales team engaged and updated about what you are doing so they know what to ask and can address client challenges. We engage our sales team with a monthly newsletter and internal contests.
Also, you can develop a marketing plan based on buyer personas. We have multiple buyer personas: the adult child, the referral source (social worker), and the senior who oversees their own home-care plans.
Here’s an example of the information we’ve used to create a buyer persona for adult children caregivers: We heard the concerns of family caregivers when they told us that the requirements of taking care of seniors are more demanding than they could have imagined. I’ve seen the adult children try to do it all – provide quality care to their aging parents while managing their own family and affairs at home. Adult children of aging seniors are exhausted and burned out, placing their own health at risk. Not knowing what to do, they get their own families started on the day, spend the rest of the day caring for their parents, and return home in the early evening to tend to their own families. Before long, chronic stress and fatigue set in and they’re ready to throw up their hands and seek out alternative means of care.
Keep an eye on trends and practice active listening.
As a senior in-home care marketer, I keep my eye on trends in senior care. No matter your industry, attend webinars and read publications. There are many resources available to stay on top of trends that will impact your marketing efforts and your ability to help your customers.
Another key to learning about the types of products and services your target audience needs is practicing active listening skills. For example, I listen to family caregivers and steer them toward the funding sources that they have available to them. Most people are familiar with some of the more common resources like Medicare, Medicaid and Veterans Benefits, but those programs don’t help everyone or cover all services.
Learning more about a family’s circumstances tells me whether they have a life insurance policy with accelerated benefits or a long-term care insurance policy that allows flexibility of funds to be used for in-home senior care, and I can use this information to better advise them on their options.
Feature success stories and educational content.
Listening to our clients as well as the families and showing them how they can arrange for in-home senior caregiving helped us to develop a marketing platform that quickly directs senior caregivers to the services they need most. And with the launch of our new website, we can share our successes with prospective clients.
To optimize your website for conversions, you can create a success stories page to feature successful testimonials from your clients. This is a great way to convert website visitors into customers.
Educational content that answers frequently-asked questions is another way to appeal to potential customers. We are working on a price page to educate people about the cost of home care. This page will show referential price depending on the state. You can also build an online content library (with blog posts, articles and infographics) where users can navigate and find answers to their questions. After all, you are there to help!
The clients that I’ve worked with have taught me a lot, from how collective sibling agreements work when caring for aging parents to the unexpected demands of senior care. And by learning from them, I can constantly improve our marketing efforts to show how our services can be of assistance. That’s why you should always be listening to and leveraging feedback from your customers.