Senior Care Marketing
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 Caring.com Family Advisor were important in their decision for choosing senior care. Be sure third party websites, like Caring.com, 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
**Caring.com 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
Services and amenities
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 (Caring.com, RetirementHomes.com)
23% Individual community/home care agency website
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 Caring.com) because they mainly wanted:
Communities appropriate for their situation