Senior living professionals have been instrumental in battling against COVID-19. Unfortunately, the pandemic has disrupted some consumer confidence in communities, with many finding themselves becoming hesitant towards moving in.
Right now, more than ever, it’s important for senior care to be shown in a positive light. Recent research has shown that here is ample opportunity to build awareness for your senior living community.
According to an article by Kimberly Bonvissuto from McKnight’s Senior Living, a National Investment Center for Seniors Housing & Care survey indicates that:
46% of older adults are less likely to consider moving to an independent living community. 51% less likely to consider assisted living / memory care.
53% of family members are less likely to move a loved one into independent living. 57% considering assisted living / memory care for a loved one.
45% of consumers believe independent living communities are less safe than home during a health crisis. 50% who believe assisted living / memory care communities are less safe.
These stats show that now is the time to rebuild confidence in senior living communities.
Seniors Housing Association has launched a “Where You Live Matters” campaign to provide positive representation. In a time where negative news is dominating the headlines, it’s important to discuss the positive side of senior living. Providing acknowledgment for the hard work senior care workers are going through is exactly what the industry needs right now.
Whether you choose to share stories with your local news outlets, social media, or your website, you cannot remain dormant.
Some things you should do to improve your PR efforts:
Address concerns
Communities need to find new ways to address lingering perceptions and fears. Right now, make sure that you are transparent about recent regulations and what part you’re playing in the resident’s health and safety.
Aside from that, there are certain stigmas that need to be dismantled. Senior communities’ need to reinforce positive expectations and cancel any negative perceptions.
Produce content that reinforces your position
When it comes to your content, you want to establish yourself as a trusted leader for senior living. Find ways to make your content stand out from the crowd. Your personal brand reflects your company’s brand, so keep that in mind when you post on your LinkedIn.
Google says to ask these questions when it comes to your content:
- If you were a site visitor, would you trust the information presented?
- Does the content have factual errors, or even spelling or grammatical errors?
- Is the content offering original information, reporting, or analysis?
- Does the content provide “substantial value” as compared to other pages that appeared in the search results?
Your residents are your brand ambassadors
Grassroot engagement will, over time, lead to positive word-of-mouth that will increase referrals and improve reviews. Whether you rely on your staff or the residents, it’s important to put a human face on your brand.
For example, if your community is utilizing technology to bring seniors closer to their family members, share those stories. If you are hosting social distancing events to keep the community engaged, share that. Remember that family members can serve as great advocates for your brand.
When it comes to seeing results from public relations efforts your senior living community, be prepared for positive results! Consistency is key.
You can check the Senior Living Matters campaign out here: https://www.mcknightsseniorliving.com/home/columns/editors-columns/building-awareness-of-senior-living-successes-in-covid-19-battle/