Senior Care Marketing
Content Marketing
Periodically, Caring.com surveys family caregivers and older adults about the impacts of senior care on their lives, as well as the challenges they’re facing, reasons for the living situation choices they’ve made, and tools they’ve used in caregiving. We collect this input from individuals who search for senior care information online, and we share the results of this industry research.
The 2016 survey “Caregiver Journey” highlights include: the high financial cost of caregiving (and where those dollars are being spent); how much work family caregivers are missing; the intensity of Alzheimer’s caregiving in particular; the common use of professional in-home care agencies as a coping support (including for those living in senior living communities), and more. We’ve also included personal “real life” stories of caregiving to bring the data to life, and encourage you to do the same.
Content Tips for Any Senior Care Company
Demonstrate that you understand the experience of family caregivers and older adults by sharing some of the statistics from the Caregiver Journey research, and how your organization helps to address those concerns — or how you’ve seen similar experiences in your senior care work.
Uplift family caregivers and older adults by focusing on the solutions to some of the challenges and concerns highlighted in the research, while also celebrating what’s working in senior care in America. For example: how can family caregivers and older adults prepare for senior care costs in advance? What resources are available to help them once they’re in the midst of caregiving, such as helping them connect to experts or others going through similar challenges? Is there legislation in your area that provides senior care tax breaks to ease the financial burden of caregiving? These are just some examples of ways you can focus on the solutions in your coverage.
Use the data to adjust the messaging of your marketing materials (as needed). For example, if you’re not already reaching out and speaking to family caregivers in your content, this research (and other studies) show how you can’t ignore the important role of these folks in the senior care search and selection for older adults.
Content Tip for Senior Living Communities
Fully 71% of people who move, either into a family member’s home or into a senior community, wait until a medical condition makes it unsafe or impossible to live alone (see also: related McKnights Senior Living article). This is even higher than the 62% who waited that long last year. But then they choose senior living communities based on location more than care needs, and end up unhappy, as our friends at Senior Housing News emphasized in their coverage of the survey. These insights can serve as a cautionary and informative tale, and your senior living community’s blog post on this research could include “the right fit” resident for your service offering, as well as messaging related to the biggest reasons older adults are moving into senior living communities and what to most consider in making the selection. Include feedback from residents and their family members to underscore the points you’ve made, such as excerpts from reviews you’ve received online (be sure to link to those pages to help the reader believe those reviews to be authentic and credible).
Content Tip for Home Care Agencies
The Caregiver Journey 2016 research shows that 50% of older adults living independently in their homes employ paid caregivers, 33% of older people living with a family member pay for in-home care, and 27% of family caregivers whose older loved one lives in a senior living community also pay an outside agency to provide care inside that community (above and beyond the care services provided there). Why are so many using this type of care? The Home Care Association of America in collaboration with the Global Coalition on Aging have compiled “The Value of Home Care” and the many benefits of using this type of care. You know these insights firsthand as well. In your senior care content this month, highlight the high use of in-home care in any living situation, and why so many families and older adults are choosing it for themselves and their loved ones.
Caring Resources to Support this Spark
Additional Resources to Support this Spark
Elderlife Financial Services – Financial Solutions for Senior Living
Content Sparks are part of Caring.com’s Content Made Simple program. See all of the Content Sparks.
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Senior Care Marketing
Content Marketing
Periodically, Caring.com surveys family caregivers and older adults about the impacts of senior care on their lives, as well as the challenges they’re facing, reasons for the living situation choices they’ve made, and tools they’ve used in caregiving. We collect this input from individuals who search for senior care information online, and we share the results of this industry research.
The 2016 survey “Caregiver Journey” highlights include: the high financial cost of caregiving (and where those dollars are being spent); how much work family caregivers are missing; the intensity of Alzheimer’s caregiving in particular; the common use of professional in-home care agencies as a coping support (including for those living in senior living communities), and more. We’ve also included personal “real life” stories of caregiving to bring the data to life, and encourage you to do the same.
Content Tips for Any Senior Care Company
Demonstrate that you understand the experience of family caregivers and older adults by sharing some of the statistics from the Caregiver Journey research, and how your organization helps to address those concerns — or how you’ve seen similar experiences in your senior care work.
Uplift family caregivers and older adults by focusing on the solutions to some of the challenges and concerns highlighted in the research, while also celebrating what’s working in senior care in America. For example: how can family caregivers and older adults prepare for senior care costs in advance? What resources are available to help them once they’re in the midst of caregiving, such as helping them connect to experts or others going through similar challenges? Is there legislation in your area that provides senior care tax breaks to ease the financial burden of caregiving? These are just some examples of ways you can focus on the solutions in your coverage.
Use the data to adjust the messaging of your marketing materials (as needed). For example, if you’re not already reaching out and speaking to family caregivers in your content, this research (and other studies) show how you can’t ignore the important role of these folks in the senior care search and selection for older adults.
Content Tip for Senior Living Communities
Fully 71% of people who move, either into a family member’s home or into a senior community, wait until a medical condition makes it unsafe or impossible to live alone (see also: related McKnights Senior Living article). This is even higher than the 62% who waited that long last year. But then they choose senior living communities based on location more than care needs, and end up unhappy, as our friends at Senior Housing News emphasized in their coverage of the survey. These insights can serve as a cautionary and informative tale, and your senior living community’s blog post on this research could include “the right fit” resident for your service offering, as well as messaging related to the biggest reasons older adults are moving into senior living communities and what to most consider in making the selection. Include feedback from residents and their family members to underscore the points you’ve made, such as excerpts from reviews you’ve received online (be sure to link to those pages to help the reader believe those reviews to be authentic and credible).
Content Tip for Home Care Agencies
The Caregiver Journey 2016 research shows that 50% of older adults living independently in their homes employ paid caregivers, 33% of older people living with a family member pay for in-home care, and 27% of family caregivers whose older loved one lives in a senior living community also pay an outside agency to provide care inside that community (above and beyond the care services provided there). Why are so many using this type of care? The Home Care Association of America in collaboration with the Global Coalition on Aging have compiled “The Value of Home Care” and the many benefits of using this type of care. You know these insights firsthand as well. In your senior care content this month, highlight the high use of in-home care in any living situation, and why so many families and older adults are choosing it for themselves and their loved ones.
Caring Resources to Support this Spark
Additional Resources to Support this Spark
Elderlife Financial Services – Financial Solutions for Senior Living
Content Sparks are part of Caring.com’s Content Made Simple program. See all of the Content Sparks.
