It would be irresponsible of us to even suggest we’ve entered some sort of “post COVID” world. But after a year, we are moving forward and making progress. To that end, we wanted to provide ideas for your senior living marketing strategy as you enter this new phase.
A word about messaging right now:
- Be careful, sensitive, and most of all—transparent—with your messaging. Focus on facts, such as the fact X percent of your community’s residents AND staff have received the vaccine. This implies that making the decision to move into your community now is a lot less fraught than it was ten months ago.
- Be careful about overpromising or making guarantees. For example, don’t make assertions about 100% vaccination compliance since that isn’t realistic.
- Continue to be transparent about any outbreaks and/or positive cases in your community. There’s no reason to hide or downplay numbers.
1. Ideas for direct mail or lead nurturing via email
Now might be a good time to send postcards to prospects who expressed interest in making the move to your community, but they put the decision on hold due to the pandemic. Below, we’re providing copy inspiration. Note: You could easily turn this into a lead nurturing email workflow if you don’t want to spend dollars on design and print.
Welcome home. Finally.
We know 2020 was tough on everyone but especially older adults who postponed big decisions, like moving into a senior living community.
But that was last year.
Today, our residents and staff members are getting vaccinated and looking forward to returning to some semblance of normalcy. Seeing family. Meeting new people. Giving long overdue hugs.
Sounds great, doesn’t it?
Make the move to one of our communities in 2021!
- Enjoy stress-free living in a healthy environment
- Experience everything our luxurious senior living community has to offer
- Get back to the life you had hoped to be leading when everything was put on “pause” in 2020
Why wait? The time is now! SCHEDULE A VISIT!
2. Ideas for senior living social media posts
Here are various messages to consider. You can tweak according to your community’s needs and state’s guidelines.
- Option 1: Our residents and staff members are in the process of getting the COVID-19 vaccine. As if you needed one more reason to make the move to our senior living community, right?! (Hint: Schedule a tour and see what we’re all about.) <insert link> #SeniorLiving
- Option 2: Our residents and staff members are looking forward to getting the vaccine—and to having a healthier, happier 2021! Interested in joining us? Schedule a visit. <insert link> #SeniorLiving
- Option 3: Good news! Many of our residents and staff members have been vaccinated. If you or someone you know is looking to make a move to senior living, schedule a visit with us soon! <insert link> #SeniorLiving
- Show a picture of a staff member and/or resident getting the COVID-19 vaccine. The message: “The COVID-19 vaccination is underway in our communities! Learn more about how we’re rolling it out.” Then, link to a page or blog post on your site that outlines the process in your community. Address common questions, like how you’ll handle it if a staff member or resident refuses to get the vaccine.
- Vaccinations 101 – We got you! Message: Now is a good time to remind people that senior living communities have built-in processes for things like vaccinations. You do it every year already for flu shots. So, again, you can share a reassuring message that the vaccination rollout is going smoothly.
3. Ideas for senior living websites and blogs:
- Update your main COVID-19 page with information regarding the protocol for the COVID-19 vaccines. Address FAQs, such as how you’ll handle it if a resident or employee refuses the vaccine? What’s the process for new residents as they move in? And so forth.
- As noted above, now’s a great time to highlight how healthcare works in your community. Discuss how senior living communities have built-in processes and procedures in place for dispensing vaccines, since you do it every year for the flu vaccine.
- Do a Q&A with your medical director/NP – in other words, someone healthcare affiliated who can speak to the vaccine, its efficacy, and how you’re monitoring the community.
4. Ideas for email marketing
- Current residents/families: You’ll want to send an email to current residents/families with information regarding the process you’ll be following for the COVID-19 vaccination.
- For nurturing workflows: Revisit current email workflows. You don’t necessarily need to overhaul all of them. Consider adding a visual CTA button that says “The COVID-19 vaccine is now available in our community. Learn how we’re dispensing it.” Then, link to the blog or page on your site. Make a note in your marketing calendar to update/remove this later in the year. (For example, six months from now, you might have a CTA that says “Our communities have been vaccinated. Learn what this means.”)
Need more senior living marketing strategies as we emerge from COVID?
Let us help! Since we’re a virtual agency, we haven’t missed a beat this last year. Our team members have worked hard to help our clients market effectively during the pandemic. We can help you, too! Get in touch!