What are the most common myths about senior living, and how can operators address those myths? A new research report aimed at helping seniors and their families make the best choice about senior living says outdated ideas about senior living residences still influence choices. Published this month by the American Seniors Housing Association (ASHA), the report mentions three common myths (and realities) about senior living:
- Myth 1: Residents are cut off from engaging outside their community. Reality: Senior living makes it easier to stay connected.
- Myth 2: Living in a senior living community is lonely. Reality: Community life can be one of the most socially connected ways to live.
- Myth 3: Senior living is only for people who are sick. Reality: Today’s senior communities are about lifestyle and choice, not illness.
Digital marketing can help operators highlight the realities of today’s senior living communities. From your website to social media and email newsletters, there are many opportunities to address the myths and show the many benefits of senior living. Here are just a few.
Residents can stay connected with their community
Rather than being “cut off,” residents often have numerous ways to enjoy and participate in their communities. Here are some ways digital marketing can help.
- Use the “About Us” page on your website to talk about your neighborhood, local amenities (shopping, nature, culture, etc.), and any neighborhood organizations or companies that you partner with.
- If you have a bus to take residents to errands or other locations, mention that. Are there regularly scheduled outings?
- Recap activities or big events in your neighborhood in your blog. Include pictures of your residents participating.
- Post photos of any community activities (both on- and off-site) on your social media channels with lively captions.
Rather than feeling lonely, residents gain friendships
Senior living operators know that when many residents move in, they are thrilled with the opportunities for building friendships. It’s a big selling point, especially for someone who’s been living alone.
- Post your current monthly activity calendar on your website. This shows that residents have options for socializing in a structured setting.
- Put professionally done photos of gathering spaces, dining rooms, and activity rooms on your website. Include stock images of people enjoying the types of activities your residents can enjoy.
- On your website and in email newsletters, remind families and friends that they are always welcome to visit, including for meals. Those visits are a great opportunity for social media pictures and posts.
Today’s senior communities offer lifestyle and choices, besides care when needed
With the aging of the baby boomers, senior living has evolved in architecture, decor, activities, meals, and technology. These appeal to families and residents in nursing/rehab just as much as they do to those in independent and assisted living.
- The language on your website should reflect your commitment to residents’ interests and lifestyle.
- Beyond professional photographs of your facility, consider adding videos or virtual tours to your website.
- Do you offer an online interface for families? How about on-site visits from care providers? Mention those on your website.
- Talk about your healthy food choices and any specialized diets you accommodate.
As the ASHA acknowledges, “aging in place remains the preference for many older adults, and is appropriate in the right situations.” When that’s no longer the best option, senior living operators can be prepared with a digital marketing program that helps build census. Contact IlluminAge today to learn how we can help you make it happen. Call us at (877) 754-9243, or email service@illuminage.com.