Boost Your Nursing Home Census with Content Marketing
Effective Content Marketing for Nursing Homes and Assisted Living Facilities
Content is king. Not Queen or prince but king. And it is the most effective way of growing your business.
The most abused marketing hack in the nursing home industry is to visit your local hospital case managers, grease their palms (legally) and ask (read:beg) for referrals.
This does not work. You may get a referral here are there but you are not building your sales funnel for the long run.
What happens when your favorite case manager retires or moves away? Are you out of job?
You cant be tied to a particular person for your success.
You don’t need to beg for patients. You have an amazing service that you’re providing in your nursing home and people should be lining up to get in.
There’s a better way.
Your Online Presence
These days its much easier for me to say that nursing homes must have a healthy online presence. If you don’t exist online, you don’t exist at all.
What are your target clients finding are googling your facility?
Do you have a website? A social media presence?
Do you have content that answers the questions that are searching for?
Imagine they want to know the cost of nursing homes.
They may put it a few searches and click on the first couple of results. What if your facility’s blog answered their particular questions?
Now they are on your site, clicking around, meeting your staff and learning more about your facility.
This person is much more likely to call your admissions person and ask for more information.
Content marketing simply means creating and sharing relevant content to answer your buyers questions at each stage in the sales cycle.
When they are researching the concept of nursing home care - you educate them and provide them with value.
When they’re applying to a particular facility - you’re advising what to look out for and how to find the best fit.
When they’re in a facility and trying to navigate the channels within the facility - you’re there again guiding them through the process.
You will solidify your relationship as a company that provides value, real value, just when they’re looking for it.
Community Engagement: Online
It’s still important to go out to the local senior centers and get FaceTime with staff there and the seniors. However, lots of that interaction can and should be done online as well.
Many of your local seniors are retired and do spend more time online than you’d imagine. And their children certainly are engaged online.
By liking the Facebook pages of the local businesses you’re showing them that you care about the community. This will also keep you up to date as to what’s going in the community as well.
Find our what’s going on and engage with the movers and shakers in your town. Provide value. Let them understand who you are and what you do.
Interact online as you would in person. The litmus test for this is when you meet the person in real life. If it’s awkward, then you’re not being genuine online.
Practical How Tos
Although the typical nursing home has a limited budget and staff, its still possible to create a compelling content strategy within the facility.
Identify the team members most willing and able to help with the project. They don’t need to be on the marketing team for this. It can be a nurse, CNA or someone from the kitchen. Keep an open mind.
Decide which content formats you’re most comfortable with. Will it be blogs, videos, photos, text posts or all of the above?
Determine the schedule of your content sharing. Write it down where everyone can see and stick to it.
If all else fails or if you need additional support reach out to a professional marketing company like SNF Marketing.
Tune in to TheNursingHomePodcast.com for the latest in this fascinating industry.
Feel Free to reach directly to info@SNFmarketing.com with any of your marketing questions.
Best of luck!