If you’re handling the marketing and copywriting for a nursing home, long-term care facility, continuing care retirement community, or assisted living and memory care facility, you know how sensitive you must be in writing the subject matter.
The person you’re targeting is likely a spouse, adult child or other family member making a heart-wrenching decision about how best to care for an elderly relative. He or she wants to make the right decision, one that will give them peace of mind, knowing their loved one is in a good place where they’ll have quality of life, feel safe and be cared for by compassionate people.
That means every word of your marketing materials needs to be carefully chosen. The written content should instill confidence in the reader that your facility is the right choice. In your copy you want to clearly communicate the following:
According to Marketing Profs, family members aren’t the only ones making decisions regarding a senior’s care, and that’s something to keep in mind when writing the marketing copy. “Nursing home placements are often ‘need driven’ rather than ‘choice driven.’ The placement of individuals into a nursing home can be prompted by some event that causes them to need your product, especially with Medicare A. Therefore, you may need to target people who decide skilled therapy is required. This includes, mostly doctors and hospitals and sometimes rehab hospitals.”
When copywriting a website to promote your long-term care or assisted living facility, you want to provide detailed information that answers the questions prospects likely have in mind. At the same time you want your copy to achieve the following objectives:
When you successfully create compelling web copy, it will resonate with family members choosing between senior care facilities for their loved one.
According to Marketing Profs, “There’s little doubt that online marketing [for senior facilities] is burgeoning beyond all our abilities to summarize it simply. But you simply have to use effective online marketing. If you’re not found online, you’re missing many people who are researching on the web first.”
If writing content for your own website isn’t something you enjoy doing or you recognize that your time is best spent elsewhere, consider working with a professional copywriter.
An experienced website copywriter who knows what senior care, long-term care and continuing care retirement facilities are and understands the concerns of your clients can create your website copy. She can highlight those special qualities that make your nursing home or assisted living center the right choice. And she can accelerate your facility’s success in the market.
When the copy on your website is well-written, as well as optimized for search engines so it ranks high on Google, it should generate inquiries for your facility. However, you don’t have to rely solely on your website for lead generation.
Consider also creating other marketing tools to build your brand and visibility. As examples, a professional copywriter for senior care facilities can assist you with items such as these:
Be authentic in your messaging. Explain in real terms why your facility or services for seniors are excellent. Avoid clinical terminology and assume a friendly tone. Remember, you’re there to help. Avoid fear-based marketing, which is often lacking in taste and can be offensive. Instead focus on benefits such as quality of care, experienced staff, excellent food and fun activities.
Today’s consumers welcome all the input they can get before making a difficult decision such as where to place mom or dad in their senior years. Online reviews are easily found via a Google search and your prospective customers see them as a reliable source of feedback.
Help to control your online image by encouraging families of your current seniors to write reviews on social sites like Yelp and Facebook. If you don’t yet have a Yelp account or Facebook page, you need to set them up.
As an experienced professional working in the eldercare industry, you know the expertise of your staff is critical to the quality of care at your facility.
Similarly, a professional copywriter has expertise that can help you maximize the effectiveness of your marketing materials and extend your reach to people in your community who need the important services you provide.
Contact a copywriter to promote your nursing home, memory care services or assisted living facility and see what a difference working with a professional eldercare writer makes.
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