Senior Care Marketing

Senior Care Marketing: More are Searching and Vetting Services Online


As a senior care operator, a major part of your business is finding new leads each month — most likely through multiple sources to meet your goals: e.g., your website, residents’ family members, professionals, third-party websites.

But how are consumers finding YOU? In our most recent survey, we found that only 15% are typing in the actual name of a senior living community and 73% start their search with a general term.

How you can help consumers find and vet your community?

1. Don’t ignore third party websites and directories. Finding senior care is increasingly shifting to online sources. That means consumers are searching for care using general search terms and being funneled into third party websites and directories in their quest to find care. Addressing your customers’ questions and managing your reputation online will help your business adapt to the growing need in your region.

2. Continually add new content and information on your community’s website. Once people find you through general search terms, they want to see how you present yourself on the Web. Keep content on your website fresh and up to date to keep visitors coming back.

3. Encourage prospects to talk and ask questions. 56% said over-the-phone recommendations from a Family Advisor were important in their decision for choosing senior care. Be sure third party websites, like, have recent information and reviews so that your reputation on the Web is good and ready for new clients.

Look closely at the data from our 2014 survey results on reviews and senior care and learn how you can help consumers find and vet your community when they’re searching for senior care.

What do our survey results reveal? * Survey open: April 22 – May 7, 2014. Processed by Pretell Market Research.

2,274 = Total number of survey respondents 60%  Searched for senior care on the Web

Of the people who searched for Senior Care on the Web, this is how they conducted their Web search:

  • 15% searched on the community name and went straight to the website

  • 21% searched on a general term and started with a directory/comparison site

  • 23% searched on a general term and worked down

  • 29% searched on general term and started with a known name

  • 12% don’t remember the specifics of their search

81% went to the website of a specific operator once they found them via general search.

  • 39% wanted details on the community

  • 28% wanted general information on senior care

  • 7% wanted testimonials from residents

  • 7% wanted contact information for a community

** Tip: Make sure your website is easy to understand and kept up-to-date with correct information about your community.

Most important factors in choosing Senior Care providers

  • Location

  • Cost

  • Reputation

  • Services and amenities

  • Staff

Why does this matter to you, (the senior care operator)? Consumers are using multiple sources to find and vet senior care.

Who has the most dependable information about Senior Care?

  • 78% The company’s customers

  • 73% My trusted circle of family and friends

  • 68% Professionals (GCMs, doctors, social works, etc.)

  • 54% Neutral review websites

  • 26% The company itself

61% of respondents have read Senior Care reviews online.

Breakdown of trustworthy sources for Senior Care reviews:

  • 43% Senior Care review websites (,

  • 23% Individual community/home care agency website

  • 19% Other

  • 10% General review website (Yelp, Angie’s List)

  • 6% Social websites (Facebook, Google+)

**Past research has shown that listings with reviews get 14 times more leads than those without.

71% used a directory or recommendation service (like because they mainly wanted:

  • General information

  • Communities appropriate for their situation