Older adults and their family members struggle with senior care conversations — whether talking about driving, senior living, medical matters, or end-of-life concerns. There can be a gap between what the adult daughter thinks Mom needs and what Mom thinks Mom needs, and these are emotionally charged, highly personal topics as well.

Recognizing this challenge for families and their elder loved ones, Home Instead Senior Care offers a free resource on CaregiverStress.com that helps get these important senior care conversations started. It’s a great example of digital marketing that uses content for generating leads and developing client relationships.

Here’s how: The medication management conversation starter is published in their Let’s Talk about Rx content, and includes script samples for common medication concerns and facts about why the discussion is necessary. To get this free Conversation Starters one-pager, you enter your email address via a simple, straightforward landing page — no clicking through multiple screens, no long form to fill out, and there’s an image of the resource provided as well. Home Instead also wisely offers two versions of the Conversation Starter — for the caregiver or for the senior, and asks if you’re in the U.S. or Canada.

This digital marketing campaign helps Home Instead get connected via email to new prospective clients and see which of their existing clients may be struggling with medication management and need added support. Home Instead’s landing page for the Starter Kit also helps it ‘stay connected’ to its prospects and clients via opt in to free e-newsletters — extending the content marketing from a one-off conversation starter handout, to ongoing lead nurturing via e-newsletter content.

After a family caregiver or senior requests the Conversation Starter resource, Home Instead sends an email that is brief, friendly, and follows email best practices. The email includes a PDF link of the Conversation Starter one-pager and a quick link to more online content about medication management that may be helpful to the family caregiver or older adult — driving visits back to the CaregiverStress.com site.

Well done, Home Instead Senior Care! Your free Conversation Starters resource is excellently demonstrating how digital content marketing can effectively fulfill the needs of family caregivers and older adults, and build business revenue and relationships.