News Summary
Nursing homes are adopting creative marketing strategies, such as ‘edutainment,’ to attract audiences during prominent events like the Super Bowl. Facilities like Polaris Rehabilitation and Care Center are making strides to engage both potential residents and referral partners, addressing challenges in skilled nursing marketing. This innovative approach aims to clear misconceptions and improve brand visibility, especially among younger audiences on platforms like TikTok.
Nursing Homes Turn to “Edutainment” to Spice Up Marketing Strategies During Super Bowl
In a surprising twist this year during the Super Bowl, nursing homes are stepping into the spotlight with a new approach to marketing. Polaris Rehabilitation and Care Center made headlines by airing commercials in Wyoming, signaling a strong pivot in how the industry is connecting with its audience.
The Challenge of Skilled Nursing Marketing
The nursing home industry’s marketing landscape has taken on new complexities. With increasing demand for creative solutions, professionals are focusing on the many challenges that come with skilled nursing. This includes everything from understanding the care letter to overcoming any lingering stigma associated with nursing homes. Experts believe successful marketing has to resonate with multiple audiences—this means not only potential residents and their families but also referral partners like hospitals and healthcare providers.
Two-Fold Advertising Approach
Nursing homes often use a bifocal advertising approach. This means creating content tailored to target both referral partners and the families of potential residents. For instance, Complete Care Management, which runs around 90 facilities across seven states, understands the importance of appealing to both groups in their campaigns. The challenge here is to create ads that are engaging and informative simultaneously—an effort to strike a balance between excitement and education regarding the level of care available.
Edutainment Takes the Stage
The Polaris ad, featuring Miss Wyoming, Bailey Drewry, showcased lively scenes of bingo celebrations paired with displays of rehab equipment. This “edutainment” approach aims to provide audiences with not just a memorable viewing experience but also factual insights into the services offered. Experts suggest that this strategy helps demystify skilled nursing, making it more approachable for families looking for care solutions.
Navigating the Digital Marketing Maze
Digital marketing for nursing homes, however, isn’t without its challenges. Stricter regulations around photo consents and compliance requirements can make it tricky for facilities to share the vibrant aspects of their residents’ lives while adhering to necessary privacy laws. To navigate this, Complete Care Management has hired a full-time social media team to ensure compliance and effectiveness in their marketing initiatives.
Highlighting Positive Outcomes
Many current advertising campaigns seek to validate their service programs, especially to hospital partners, by showcasing positive resident outcomes. The “Complete Success” campaign by Complete Care is a prime example, featuring success stories of residents graduating from rehabilitation programs. This not only highlights the clinical capabilities of the facility but also conveys authenticity and trustworthiness in the eyes of potential residents and their families.
Engaging Younger Audiences
The marketing strategy has evolved to incorporate trending platforms like TikTok, where the younger generation often seeks entertaining yet informative content. Engaging with this demographic can be vital, as many families involve younger relatives in decisions about long-term care for their loved ones.
Clarifying Care Terminology
Furthermore, there is significant consumer confusion surrounding the various care terms. Many people search for nursing homes only to discover they need services that fall under assisted living or memory care. Marketers are faced with the challenge of educating potential clients on these distinctions to ensure they find the right services for their needs.
Competitive Landscape
The competition for marketing keywords is fierce; numerous senior living communities are bidding on the same terms, making it difficult for skilled nursing facilities to stand out. Interestingly, despite the high marketing spend on short-term Medicare stays, there remains a robust demand for long-term Medicaid solutions. The overlap between skilled nursing, senior living, and behavioral health marketing adds yet another layer of complexity.
The Bottom Line
As the nursing home industry navigates its new marketing reality filled with edutainment strategies, the hope is that this fresh approach will contribute positively to brand awareness and clarity in a market filled with competition. While the landscape continues to evolve, the focus remains on connecting effectively with those seeking care for themselves or their loved ones. In this approach, both the excitement of marketing and the sincerity of delivering quality care can coexist harmoniously.
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Additional Resources
- Skilled Nursing News: Edutaining Super Bowl Ads
- Wikipedia: Nursing Home
- Skilled Nursing News: Marketing Strategies
- Google Search: Nursing Home Marketing Trends
- Encyclopedia Britannica: Nursing Home
