Before Covid-19, providers commonly treated their digital presences and social media channels almost as afterthoughts. Over the past six months, however, these platforms have become essential to operations. Much like demand for telehealth services has exploded during the Covid-19 outbreak and could have long-lasting effects on how clinical services are delivered in senior living, the pandemic may have finally ushered in the digital age of senior living sales and marketing.
Tours have gone virtual as providers restricted access to communities to non-essential personnel. Marketing campaigns are increasingly balancing selling the lifestyle that senior living offers with transparency regarding resident safety. Digital campaign spending is growing, and providers are using websites and social media channels to interact more with resident families and prospective residents, and capture information to generate new leads.
With that comes new challenges. The growing importance of digital marketing is resulting in higher provider spends, and digital advertising companies are beginning to charge higher rates for ad placements.
Some providers are now seeking a new balance between increasing digital spending and updating websites to capture visitor information, generate leads and convert those into move-ins.
“We’ve probably seen more innovation in the last six months than we have in the last 10 years of senior living marketing,” Senior Living SMART CEO Deborah Howard told SHN.