“In the last decade, marketing has gone from being one of the least tech-dependent business functions to one of the most.”

That quote is from Scott Brinker, who blogs about what is called Martec, short for marketing technology. The category includes everything from CRM programs like Salesforce.com or Sherpa, to digital communications management services like Hubspot or Constant Contact, to data analysis tools like Tableau.

If you’re a senior care marketer who’s getting most of her leads from direct mail, why should you even bother with all this confusing tech? The answer, of course, is that it is getting harder and harder to reach all of us, even the “older” people who are targets for senior care.

My 79-year-old mom stopped answering her home phone if she doesn’t recognize the number. I don’t even answer my cell phone if I don’t recognize the number (we pulled out the house phone years ago), and after I get the mail from the mailbox, I stand at the recycle bin and toss just about everything straight into it. If you’re still relying on your marketer calling either of us to invite us to your next event, you are out of luck.

There are four martec components that every senior care marketer should be planning for, if you’re not using them already:

  1. Sales Enablement – These are tools that allow your salespeople to focus more of their time on the best prospects. An easy one is lead scoring, which just means getting smarter about which of the people already in your database are most likely to move in. Providers like GlynnDevins offer lead scoring as part of their services, or you can do it yourself with analytics.
  2. Personalization – If you’re not already communicating differently with your memory care prospects compared to your independent living prospects, you are probably alienating one or the other.
  3. Digital Presence Management – Controlling how your brand shows up online is much more important these days than having a beautiful brochure.
  4. Data Analytics – Are you keeping track of which website visitors are most likely to fill out a lead form? Or which marketing programs generate three-year-plus residents and which generate three-month ones? This is a challenging area, because it requires both tools to capture the data and intelligence to interpret it.

If you’re not already tracking these and other marketing developments, consider joining Brian Whitman of Corrigan Consulting and me at our workshop Future Thinking: Designing a Brand-Based Roadmap for Your Company’s Future Success, part of the SMASH Conference in Chicago October 1-3, 2018. If you can’t make it to SMASH but want more information, you can send me an email and I’d be happy to answer your questions.

Katie Roper

Katie Roper

Principal at Catenary Consulting
Katie helps companies in the elder care space to tell stories and sell services or products. As the founding VP of Sales and Marketing for Caring.com, she helped build the business into one of the best-known brands and biggest success stories in elder care, then spent a year as head of national partnerships for private duty company Home Care Assistance. Now, with Catenary Consulting, she's working with senior housing companies and senior care industry vendors on marketing and sales strategy.
Katie Roper

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