Create a Successful Marketing Strategy
As the population ages, the demand for skilled nursing facilities continues to grow. However, with increased competition, it is crucial for facilities to have a successful marketing strategy to attract potential patients and families. In this article, we will discuss how to create a successful marketing strategy for skilled nursing facilities.
- Know Your Target Audience The first step in creating a successful marketing strategy is to understand your target audience. Determine the demographic you want to attract, whether it be seniors, their adult children, or healthcare professionals. This will help tailor your messaging and ensure that you are reaching the right audience. According to the American Healthcare Association, 70% of nursing home residents are over the age of 65, so it is important to consider this age group when developing your strategy.
- Establish Your Unique Selling Proposition (USP) A Unique Selling Proposition (USP) is what sets your skilled nursing facility apart from the competition. Determine what your facility offers that others do not. This could be specialized care, state-of-the-art equipment, or a compassionate staff. Once you have identified your USP, highlight it in all of your marketing materials.
- Develop a Comprehensive Marketing Plan A comprehensive marketing plan should include a mix of online and offline strategies. Some effective online marketing tactics for skilled nursing facilities include search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing. Offline marketing tactics may include print ads, billboards, and radio spots.
- Utilize Referral Sources Referral sources can be an excellent source of patients for skilled nursing facilities. Develop relationships with healthcare professionals in your area, such as physicians and hospital discharge planners. Consider hosting events and tours for these professionals to showcase your facility and services.
- Leverage the Power of Reviews and Testimonials Positive reviews and testimonials from patients and families can be a powerful marketing tool. Encourage satisfied patients and their families to leave reviews on your website, social media, and review sites such as Yelp and Google My Business.
- Measure Your Success Regularly measure the success of your marketing efforts to determine what is working and what can be improved. Utilize tools such as Google Analytics to track website traffic and engagement. Monitor the effectiveness of PPC campaigns by tracking click-through rates and conversion rates.
Creating a successful marketing strategy for skilled nursing facilities requires a deep understanding of your target audience, a clear USP, a comprehensive marketing plan, referral sources, leveraging reviews and testimonials, and measuring success. By implementing these tactics, your facility can stand out in a competitive market and attract the patients and families who need your services.
References:
- American Healthcare Association. (2021). Facts and Statistics. Retrieved from https://www.ahcancal.org/About-AHCA/Pages/Facts-and-Statistics.aspx
- Forbes. (2021). How to Create a Successful Marketing Strategy for Senior Living Communities. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2021/08/30/how-to-create-a-successful-marketing-strategy-for-senior-living-communities/?sh=20d91cb832f3
- HealthLeaders. (2018). Five Ways to Market a Skilled Nursing Facility. Retrieved from https://www.healthleadersmedia.com/nursing/five-ways-market-skilled-nursing-facility
- Senior Housing News. (2018). How Skilled Nursing Facilities Can Leverage Social Media for Marketing Success. Retrieved from https://seniorhousingnews.com/2018/03/20/skilled-nursing-facilities-can-leverage-social-media-marketing-success/
