Posted by Brian Geyser on Sun, Sep 27, 2009 @ 04:00 PM
This is the second post in our new Social Media Success Series, which features interviews with innovative senior living, eldercare, home care, and dementia care providers who are using social media as a business/marketing tool. If you would like to have your organization considered for inclusion, contact us.
Today we talk with Noelle Kurth, Marketing Director for At Home Personal Care, a Mesa, Arizona based company that provides affordable home care services for elderly and disabled people. We will present the interview in full and then provide some analysis and a summary with take away points at the end.
At Home Personal Care Website
1. What online properties, aside from your website, do you own/operate (Twitter, Facebook, Linkedin, YouTube, Flikr, etc.)?
Twitter , Facebook & Constant Contact for our monthly e-communication. We've been using Twitter for about three months and Facebook for two months. We are also launching a new Website in October (hopefully) which will have a main corporate site with pages dedicated to each of our five offices. The new site will also include a video and a blog where we will post information on senior/elder topics, company events, letters from clients/families, etc.
Twitter Page
Facebook Fan Page
2. Why did you choose those?
Twitter because there is a wealth of information there, real time updates, its free, I can connect with my network, its easy to use (can use my iPhone app), and I can reach thousands of users easily. Facebook because it is manageable, free, I can reach a targeted audience, and it has a clean interface. Constant Contact because it is very affordable, easy, and doesn’t take a whole lot of effort.
3. Who manages your online properties?
I manage Twitter & Constant Contact. Samantha (Operations Manager) manages Facebook-----although she has been slacking!!!
4. How much time does it take to manage per week?
I Twitter on the go. My time is valuable and Twitter is very quick and easy for me. I would say 2 hours a week, if that.
5. How are you using each and who are you trying to reach?
I use Twitter to stay in contact with my peers, referral sources, and local contacts. I read articles and gain new knowledge on topics I feel I wouldn’t have know about otherwise. I post information about events we take part in, company news, and networking opportunities. We have not seen much value from Facebook yet, but as I mentioned, we have not devoted enough time to getting it up and running. We are planning to attend more to it once our new site is launched. In fact, each of our five offices will have their own Facebook fan page. Our one Twitter account will represent all five offices.
6. Do you have a social media strategy? What is it?
Be consistent, post compelling information, make it fun, engage, interact, and don’t make it all about me/us.
7. What is your primary goal for using social media?
Share information, gain knowledge, reach targets, gain new opportunities, branding.
8. Are you planning to expand your social media reach?
Yes, I use twitter in my marketing efforts consistently and will build a Facebook page for each of our five locations soon.
9. Are people responding?
I've had several responders and have made great contacts.
10. What are your biggest challenges so far?
Haven’t come across any challenges so far!
11. Did you have to try to convince someone at your organization to try social media?
I am the leader in my organization when it comes to media outreach, marketing efforts, and technology advances. Our president luckily is very opened minded to hearing new ideas and ways to reach our audience.
12. Are employees on board with your efforts?
I would say 50% of them are. It has been a challenge to get some of the “old school mentality” minded individuals to realize that social media works. I think people “over think” it too much and get frustrated or intimidated by it. They don’t know where to start or how to get going. They think it is too time consuming, etc.
13. How are you measuring success?
I don’t necessarily track success with a specific formula. I base the success off the opportunities I’ve come across and the number of responses I get from users. As long as people are interacting with me, I find that successful. I know I am strengthening my brand recognition and market awareness every day just by sending a second “tweet.” Before using Twitter, I didn’t have access to the thousands of articles, blogs, websites, contacts, opportunities, events, and FUN!
14. What's the one piece of advice you would give other senior living, home care, eldercare, or dementia care companies about getting into social media?
I would advise them that social media is a very low cost, mostly free, way of increasing brand recognition, reaching a targeted audience, gaining new opportunities, announcing upcoming events, promoting specials, increasing referral sources, and staying consistent or ahead of your competition. As the population ages, people will need to realize that adopting new methods of outreach such as social media is crucial. Social Media, Blogs, Website SEO, etc is only increasing…it is not going away, and if you are not adapting to it, you will be missing out now and in the months ahead, and eventually you will be left in the dust. The age range for internet users is your targeted audience. These are the adult children/family/friends that are making decisions regarding their loved ones care. Gone are the days of the paper yellow pages. People are going online and to the web. Social media is easy to use, low maintenance, and extremely manageable. Put it this way….there is not ONE reason NOT to being engaged in social media.
Summary and Analysis
With Noelle's help, At Home Personal Care (AHPC) is clearly moving in right direction with their social media strategy. At this time, they have 683 followers on Twitter, and that number is growing daily. Noelle's Twitter prowess is quite impressive. She knows how to use Twitter to make connections, increase brand awareness, and build relationships with clients, referral sources, local businesses, prospects, families, and others. You can learn how Noelle is using Twitter by following her and AHPC here.
AHPC's decision to develop a new Website that incorporates a blog is critical. Their current site is a classic Web 1.0 static online brochure which provides generic information about the company and their sevices (for more on a good Website, click here). These days, a blog is a minimum requirement for any company Website. A blog will enable AHPC to syndicate information out to Twitter, and from Twitter, they can drive traffic back to the blog and the site. Presumably visitors will be able to subscribe to the blog - allowing for lead capture, and readers should be able to comment on posts - allowing for dialog between the company and readers (for more on how to avoid making a company blog suck, click here).
One way AHPC could inject some steroids into their social media plan is to add a centralized online community to their new site (disclosure: we build and manage online communities for senior living and eldercare organizations, so this part may be slightly bias). An online community would allow members of the AHPC community (patients, families, referral sources, staff, management, partners) to sign up, create a profile, connect with each other, and add content to the community site themselves. In our last interview post with Laguna Woods Village, we learned how they were attempting to do this using "Club Pages."
One way to add community to an existing Website is to use a white label social networking/online community platform like KickApps, Ning, Groupsite, or SocialGo. All of these sites have "freemium" pricing, allowing you to build your own online community or social network for free (like Twitter). Be warned though, freemium pricing includes advertising, limited features, minimal ability to brand or customize, and limited customer support. In addition, while an online community can be a fantastic business/marketing tool, it can also be technically complex and a time killer. Look for many more posts about this subject on this blog in the future.
Takeaway Points
- A static Web 1.0 style Website will make you invisible. You need dynamic content, relevant information, and interactivity to compete these days.
- Having multiple social media outposts like Twitter and Facebook can be useful, as long as they are attended to.
- Twitter can be a fast and free way to build a network and increase brand recognition - and maybe even drive sales.
- Having a comprehensive social media strategy is key to success.
- There is an "old school" mentality in business about social media that needs to be overcome. Remember back in the 90's when businesses weren't convinced they needed a Website?
- Your customers are using social media. You should be too!
For more about senior living, eldercare, or home care online communities and social media strategies, visit carenetworks.com. To ensure you get more post like this delivered right to you as they are published, subscribe to our blog.
For more information about At Home Personal Care, contact Noelle Kurth at Noelle@athomeprc.com or 480.205.8320. I would like to thank Noelle for generously sharing her insights and experiences. We will check in with her in several months to see how she and AHPC are doing with their new Website and post the results here.
Related posts:
Brian Geyser, APRN-BC, MSN is a clinician, consultant, educator, blogger, online community manager and the founder of Carenetworks, LLC. He blogs regularly here at Carenetworks.com and would love to connect with you on Twitter, Linkedin, and/or Facebook.
Posted by Brian Geyser on Fri, Sep 25, 2009 @ 06:16 PM
Boomers are taking over online communities and social networks. Oh, and did I mention, these are the people you are trying to reach? Take a look at this:
Brian Geyser, APRN-BC, MSN is a clinician, consultant, educator,
blogger, online community manager and the founder of Carenetworks, LLC. He blogs
regularly here at Carenetworks.com and would love to connect with you
on Twitter, Linkedin, and/or Facebook.
Posted by Brian Geyser on Fri, Sep 25, 2009 @ 03:05 PM
You may have already seen this, but I just couldn't resist...
Posted by Brian Geyser on Fri, Sep 25, 2009 @ 09:40 AM
There are a lot of people out there claiming to be "social media" gurus. Here's a spoof interview with one such person. Hilarious:
Posted by Brian Geyser on Wed, Sep 23, 2009 @ 05:26 PM
The University of Alabama at Birmingham Department of Sociology and Social Work was recently awareded a $1.9 million National Institute on Aging grant to study the ability of computer use and social media to enhance the quality of life of elderly adults through online social connections and easier access to health information.
Here's a copy of the press release from NewsWise:
Many elderly adults are increasingly isolated and grapple with depression, loneliness and declines in physical health. The UAB Department of Sociology and Social Work will use a five-year, $1.9 million National Institute on Aging (NIA) grant to study the ability of computer use and social media networking to enhance the quality of life of elderly adults through online social connections and easier access to health information.
In the study, UAB sociologist and principal investigator Shelia Cotten, Ph.D., will examine the extent to which access to the Internet and the use of social networking sites by seniors in assisted living facilities enhances their personal interactions and relationships.
“With increasing numbers of older adults living in long-term care facilities and declines in quality of life as people age, we need innovative ways to lessen these negative impacts and to enhance quality of life,” Cotten said.
UAB graduate students will train 300 senior adults at 15 Alabama assisted-living facilities to use the Internet, e-mail, Facebook and other social media networking sites. The residents also will learn about blogging, online groups and ways to evaluate online health information.
Cotten says a primary benefit of the study is that it will help decrease inequalities in access to health information due to age-related declines in mobility. An increasing amount of health information is available electronically, says Cotten. “Once older adults cross the digital divide, they can access health information much more easily using the Internet than they can go to the library or visit a health-care professional,” she said.
About the UAB Department of Sociology and Social Work
The UAB Department of Sociology and Social Work provides quality graduate and undergraduate training and original research to advance knowledge, promote research and social justice and service.
EDITOR’S NOTE: The University of Alabama at Birmingham (UAB) is a separate, independent institution from the University of Alabama, which is located in Tuscaloosa. Please use University of Alabama at Birmingham on first reference and UAB on all consecutive references.
Brian Geyser, APRN-BC, MSN is a clinician, consultant, educator, blogger,
online community manager and the founder of Carenetworks, LLC. He blogs
regularly here at Carenetworks.com and would love to connect with you on Twitter, Linkedin, and/or Facebook.
Posted by Brian Geyser on Wed, Sep 23, 2009 @ 08:04 AM
This is the first post in our new Social Media Success Series, which features interviews with innovative senior living, eldercare, home care, and dementia care providers who are using social media as a business tool. If you would like to have your organization considered for inclusion, contact us.
Today we talk with Heather Rasmussen, Public Relations Specialist for Laguna Woods Village, the largest retirement community in California. We will present the interview in full and then provide some analysis and a summary with take away points at the end.
Company Profile
Formerly known as Leisure World, Laguna Woods Village is the largest retirement community in California, featuring 12,736 homes privately owned by approximately 18,000 residents. Laguna Woods Village is a gated, age-restricted community for active seniors. Just ten minutes from the Laguna Beach coastline, the Village is located on 3.8 square miles (2,100 acres) of rolling hillsides in south Orange County, California.
Interview
1. What online properties do you currently own/operate? (Website, Twitter, Facebook page, Linkedin, YouTube channel, etc.) Because we are such are large community, we have unique goals and challenges when it comes to using the Web and social media. Laguna Woods currently has a website, three marketing sites, and a Twitter account, which we started about a year ago.
Laguna Woods Main Website
Laguna Woods Marketing Site
Laguan Woods Village Twitter Site
2. Why did you choose these particular online properties? The web 2.0 plan for Laguna Woods Village is centered upon distribution of information to members of the community first, and marketing second. These sites currenlty help us achieve our goals.
3. Who manages your online properties? Our websites and Twitter page are managed by Laguna Woods Village staff. Our PR person, along with our web master manages most of the content. Typically, news and information is updated on the community’s main webpage, lagunawoodsvillage.com and is fed by RSS feed to other marketing websites and to Twitter. LagunaWoodsVillage.com even has an option for offline community clubs (there are over 200!) to create and administer their own webpage on the Laguna Woods Village website. Examples include Astronomy Club, Concerned Citizens of Laguna Woods Village, Republican Club, Democratic Club, Clown Club, Shuffle Board Club, Baby Boomers Club, and Science Club. The clubs produce their own content which helps with SEO and visitor interest.
Laguna Woods Village Club Pages
Laguan Woods Village Cat Club Page
4. How are you using each property and who do want to reach? Our website is a clearing house of information for current and potential residents. Current residents can read community news, be notified about upcoming maintenance schedules, download forms, read Board agendas and minutes, and view a community calendar of governance, recreation, class, and sports events. For new and potential residents, there is information about buying a home in Laguna Woods Village, resale and lease application forms, and over 80 downloadable floor plans.
Laguna Woods Village News Page
In terms of finding us online, our marketing pages are search-engine optimized. Visitors can request a brochure on Laguna Woods Village by filling out a simple form. Information on housing choices, amenities, and activities are included on the targeted marketing pages.
The Twitter account is targeted to community news and information that is of primary interest to current residents. The page is used like a “digest”, much like an RSS feed. Twitter followers are the first to know when news breaks in Laguna Woods Village. The Twitter account has also aided the Village’s search optimization efforts and has served as a good marketing tool. We weren't planning on Twitter becoming a marketing tool, but it has all on its own.
5. Do you have a social media strategy? If So, What is it? Our social media policy is to consistently post and Tweet items that are interesting, informative, and relevant to our residents.
6. What is your primary goal for using social media? Our social media goal is currently evolving. In the beginning, Laguna Woods Village used Twitter just like an RSS feed. We publicized it to residents, and received a few dozen resident followers. Then, local businesses began to follow us, then people from all over the country. We’ve realized that, when maintained properly, Twitter can be a very powerful marketing tool.
7. Are you planning to expand your social media reach? Yes. YouTube is one consideration. Video is a very powerful medium. We can highlight community events and news better through video. We happen to have the luxury of having our own TV studio on the campus, so it's a bit easier for us.
8. What are your biggest challenges so far? Creating good content consistently. Maintaining the online communications of Laguna Woods Village is literally a full time job.
9. Did you have to try to convince someone at your organization to try social media? Being a homeowners association, the staff at Laguna Woods Village had to convince a Board of Directors that social media and heightened online communications was a good idea. The Board is made up of eleven resident volunteers. Although some may believe that residents of a senior community are not web savvy, our Board embraced the idea wholeheartedly!
10. Is ROI an issue? ROI is hard to quantify. We know our social media efforts have clearly increased and improved communications with and between residents. We've also seen an enormous increase in people requesting tours. There's no doubt that overall interest in our community has dramatically increased since starting our social media efforts.
11. What's the one piece of advice you would give other senior living companies about getting into social media? Don’t be afraid to create a social media program. Websites like Facebook and Twitter make it very easy and cost effective to communicate to a large audience in a fun and fresh way. However, don’t create a social media program if you don’t have the resources to maintain it. It looks very unprofessional to have a social media account that is neglected or poorly maintained.
Summary and Analysis
For a community this size, its not surprising that Laguna Woods Village (LWV) has multiple websites. Their main site is very sophisticated compared to many other senior living companies, especially ones that are much smaller by comparison. That said, their main site is impressive and incorporates an incredible amount of helpful and easily accessible information for prospects, residents, financial institutions, agents, and other companies. It also has a FAQ section, calender, integrated search, and Club Pages with resident-generated content. The LWV site is, in a sense, and online community - an extension of the offline community.
What we don't see on the LWV website, which is standard for most online communities these days, is a blog, discussion forums and member profiles. However, one could argue that the entire site is a giant decentralized news and information blog. Discussion forums would add value by allowing for more two-way dialog on the site and could enhance resident/family participation and engagement. Member profiles could help residents connect and network more easily, as well as capture leads.
One of the more intriguing features on the LWV site are the Club Pages, which allow community members who are part of a club to build a web page right on the LWV main site. There are more than 230 clubs, special interest groups and organizations at LWV and many of them have a unique Club Page.
LWV's marketing sites are a smart adjunct to their main site as they provide an SEO boost (making it easier for prospects to find them on the web) as well as handy downloadable forms such as brochures, lease information sheets, and fact sheets - all designed make it simple for people visiting their sites to access helpful information.
Finally, the LWV Twitter account (their one social media outpost) seems to be paying off as both a communications and marketing tool.
Takeaway Points
- Your website is not enough. It's important to have more than just a website these days. Senior living companies need to consider, at the very least, having a blog and additional online outposts such as a Twitter and/or Facebook page. A centralized online community on your website with multiple social media outposts is the best option.
- Participation rules. Having the ability for residents and others to create content on your site improves SEO and elevates the perception of your community to those who visit the site as a place that encourages inclusion, engagement and participation.
- Social media requires resources. Managing an online community with various social media outposts can be very time consuming and at least one staff person needs to responsible for overseeing all social media efforts.
- Your site should be a resource. Your website should be a place where people can easily access and download up-to-date information and resources that help them make decisions.
- Twitter has pros and cons. If done right, Twitter can be a powerful tool to improve communications with existing residents/families, extend your online reach, and drive people to your website. While Twitter is currently free, there is a learning curve and it takes time to properly maintain your Twitter account; and time is money!
- Good management is a must. Online communities and social media outposts like Twitter and Facebook that are poorly managed and/or look like digital ghost towns can be damaging to your brand.
- Content creation will likely be your biggest challenge.
The key is to provide consistent, relevant, and helpful content directed at your online audience and their needs. - Don't get too focused on ROI. If your social media efforts are helping you to build better relationships with your prospects and customers, they are worth every penny. Oh, and by the way, as you can see from the successes of the Laguna Woods social media strategy, ROI means "Risk Of Ignoring."
For more about senior living online communities and social media, visit carenetworks.com. To ensure you get more post like this delivered right to you as they are published, subscribe to our blog.
For more information about Laguna Woods Village, contact Heather Rasmussen at 949-268-2292.
Brian Geyser, APRN-BC, MSN is a clinician, consultant, educator,
blogger, online community manager and the founder of Carenetworks, LLC. He blogs
regularly here at Carenetworks.com and would love to connect with you
on Twitter, Linkedin, and/or Facebook.
Posted by Andrea Adimando on Mon, Sep 21, 2009 @ 05:20 PM
This post is part of our Senior Health & Wellness Series and is dedicated to the 35 million people worldwide who have dementia and their caregivers.
Today, September 21st, is World Alzheimer's Day. It is currently estimated that if rates of Alzheimer's Disease (AD) continue to rise as they are now, by 2050 11-16 million Americans will have the disease. The purpose of the dedicated day is to both raise awareness of the disease's current state for lay people, medical communities, and members of congress, and to raise funds and create research-based guidelines to help combat the disease's current dismal progression.
Many people mistakenly view Alzheimer's as a normal part of aging -- perhaps because it has become so increasingly commonplace among our elderly (albeit increasingly younger elderly) population. The truth is that Alzheimer's is not a normal part of the aging process, and is a progressive disease that attacks the brain from the moment of onset until the individual's death.
Here are the 10 warning signs of AD, as issued by the Alzheimer's Association, and my own 2-cents on each:
- Memory changes that disrupt your normal life. Normal memory loss with age is often confused with early symptoms of AD. The key to differentiating the two is to figure out whether or not the memory problem is primarily with recently learned information. An example of this sign would be someone asking you over and over for the same piece of information, because they are not remembering it after being told one or more times.Normal forgetfulness would be your loved one forgetting your birthday, but remembering it the day after. Or your grandmother calling you 3-4 names (in my case, even the dog's name) before remembering yours.
- Challenges in planning or solving problems. This would be characterized by a sudden difficulty concentrating or problem-solving that was not present previously. An example - your relative suddenly cannot follow the steps of a recipe he/she has been making for years even after reading it over and over. Normal forgetfulness would be making innocent math errors balancing a checkbook.
- Difficulty completing familiar tasks. Early stages of AD include difficulty completing daily routine tasks, such as driving to a familiar location or remembering the rules of a card game they formerly played often. Normal forgetfulness would be your grandmother needing help setting up an electronic device or using a new tv remote.
- Confusion with time or place. People with AD have difficulty with the passage of time. They may forget where they are, or how they arrived there. Normal forgetfulness would be temporarily forgetting what day of the week it is, but remembering soon after.
- Trouble with visual and spacial images. This one can be difficult to distinguish in early stages, as vision loss (a normal sign of aging related to physical alterations such as cataracts or weak muscles) can be an early sign of AD. A sign of AD-related visual problems would be a difficulty judging depth or passing by a mirror and not recognizing that it is a self-reflection.
- New problems with words in speaking or writing. This is usually characterized by bizarre naming patterns, such as calling a watch a "hand-clock" or forgetting what one was talking about in the middle of a conversation. Normal aging would be occasional stumbling to find the right word, with eventual appropriate wording found.
- Misplacing things and losing the ability to retrace steps. People with AD may do bizarre things such as putting ice cream in the cabinet or toothpaste on their bread (more advanced stages). They often will accuse others of stealing as they are unable to recall their actions. Normal forgetfulness would be misplacing things such as reading glasses or tv remote once in a while.
- Decreased or poor judgment. People with AD may make poor decisions that are uncharacteristic of them - for example, giving money to a telemarketer or random person. They also tend to decline in personal grooming habits.
- Withdrawal from work or social activities. People with AD may avoid being social due to changes they've experienced in ability to complete tasks, forgetfulness, or skills. An example would be your grandmother quitting her knitting group because she no longer can complete the proper steps and was asked about it last time she attended.
- Changes in mood or personality. People with AD can have severe mood and personality changes, often with increased fearfulness, anxiety, and suspicion of others. They often become easily upset if they are removed from their comfort zone. This is new behavior, and is different than someone who has always liked routine and done things a certain way. This symptom in and of itself may indicate AD symptoms, or another underlying psychiatric condition, and should be looked at by a trained professional to differentiate.
So how do we stop it?
There are multiple large-scale studies in progress designed to pinpoint causes of AD and to optimally assist the medical and lay communities in formulating guidelines and lifestyle adjustments to help prevent the disease onset in the future. Here are some of the most commonly seen recommendations for prevention of Alzheimer's Disease and ways you can implement them in your and your loved ones' lives:
- Know your risk. The greatest known risk factor for Alzheimer’s is increasing age. Most individuals with the disease are 65 or older. The likelihood of developing Alzheimer’s doubles about every five years after age 65. After age 85, the risk reaches nearly 50 percent. Another risk factor is family history. Research has shown that those who have a parent, brother or sister, or child with Alzheimer’s are more likely to develop Alzheimer’s. The risk increases if more than one family member has the illness. When diseases tend to run in families, either heredity (genetics) or environmental factors or both may play a role. Scientists have identified genes which put people at greater risk for developing AD. However, genetic testing is not recommended as only about 5% of cases of AD are shown to be "familial Alzheimer's Disease", meaning they were purely genetically predetermined and had almost no environmental influence.
- Stay Active. Multiple studies have linked exercise to cognitive health and prevention of cognitive deficits with age, including preventing and/or delaying Alzheimer's disease in those at risk. Most studies seem to point to exercise routines as having the greatest impact on cognitive health. So, instead of killing yourself at the gym twice a week, take a brisk walk for at least 15 minutes 5 times per week, gradually increasing with time as you can.
- Dietary changes. Researchers have noted for many years that Japanese people living in Japan have far lower rates of AD and dementia than Japanese who come to the US and adopt an American way of eating. Japanese living in Japan eat diets that are rich in grains, vegetables, and fish, while those living in America eat a diet far richer in calories and animal foods, and thus saturated fats. Other differences in disease patterns between Westerners and Asians--especially in breast, prostate, and colon cancers-- are consistent with the same finding. The same trend has been found in Africans vs. African-Americans, with (uncoincidentally) the latter having far higher rates of Alzheimer's Rates of AD vary greatly around the world, with a probably link to the predominant diet in each area. Researchers in the Journal of AD (June 2002) pointed out that diets rich in whole grains, vegetables, and fish significantly lowered the risk of the disease. In a study titled "Mediterranean Diet and Cognitive Decline", published in Public Health Nutrition in 2004, the Mediterranean Diet -- characterized by whole grains, vegetables, monounsaturated fats from olive oil and red wine -- was associated with much lower rates of all types of cognitive decline and dementia, with the consumption of olive oil most predictive of these rates. This is likely connected to the antioxidant properties of olive oil which contribute to lower rates of inflammation.
Another key point in prevention of AD and multiple other cognitive and metabolic disorders is the general maintenance of stable blood sugars. Without going into too many overwhelming details, this basically means keeping your blood sugar at a steady and controlled rate as much as possible by limiting our intake of processed, simple sugars and increasing our intake of lean proteins and complex carbohydrates (and fiber) which contribute to stabilizing blood sugars. - Keeping an active mind. Studies show that those who keep learning throughout their geriatric years have significantly lower rates of AD than the general population. R.S. Jope, PhD, hypothesizes that this is because people who read a lot and continue to stimulate their mind generally have a surplus of neurons as a result (as compared to the general population). When you have AD, lots of neurons are lost before any overt cognitive deficits are seen. Therefore, those who have more neurons will take longer to show features, and may be able to successfully delay the progression of the disease simply through this phenomenon. The other theory that many hold for this preventative measure is the "use it or lose it" concept when viewing the brain as a muscle. Numerous studies support the theory that learning stimulates brain cells to produce more growth factors which keep neurons alive thereby increasing our ability to learn, retrieve memories, and form complex thoughts
- Quit bad habits while you still can. Cigarette smoking after age 65 increases your risk of Alzheimer's by 79%. Caffeine is a tricky one, as moderate coffee drinkers have actually shown cognitive benefits compared to those who do not ingest caffeine. This is likely due to the antioxidant properties of the coffee beans themselves, not necessarily the caffeine content. However, if caffeine is a primary or secondary source of other harmful habits such as insomnia, irregular sleep patterns, anxiety, or poor stress management, I'd advise you to lower your intake at least by 1/2 if you are approaching mid-life. One possible remedy would be to switch to your favorite tea -- no matter which you choose the antioxidant benefits of tea are rich and the caffeine content is significantly lower than that of coffee.
- Get some sleep. Your brain needs regular, restful sleep to process, store, and recall information. Nightly deprivation not only leaves you cranky and tired, but according to memory experts Dr. Andrew Weil and Dr. Gary Small, poor sleep can significantly damage your brain and central nervous system. Reserve your bed for sleep (and sex), take a hot bath or engage in other pre-sleep relaxing routines, and dim the lights. Comfortable temperatures, and white noise machines can also signal your brain that it’s time for deep restorative sleep. When mental dialogs keep you awake, get up. Try reading or relaxing in another room for twenty minutes then hop back in. If this doesn’t work, consider discussing your stress levels with a mental health professional or utilizing stress management techniques such as Yoga, Meditation, or addressing those issues that are keeping your mind circling at night.
Ways You Can Help The Cause:
To those who have a loved one afflicted with this devastating disorder, you are not alone, nor are your actions unrecognized. Be sure to gift yourself with the support and respite you need during your own struggle with this disease so that your efforts will not be in vain.
The best way to find yourself is to lose yourself in the service of others.
-Mahatma Gandhi
Andrea Adimando, APRN-BC, MSN is a Family Psychiatric Nurse Practitioner practicing in various settings throughout CT. Her interests include a holistic integration of traditional and naturopathic methods in the treatment of various psychiatric disorders, with a major focus on children with Autistic Spectrum Disorders and their potential for recovery. You can read her blog, Sound Mindfulness, here.
Posted by Brian Geyser on Sun, Sep 20, 2009 @ 04:00 PM
This post was authored by Art Carr, a practical visionary who specializes in senior living and affiliated services. You can visit his Progressive Retirement Lifestyles Blog here, or connect with him on Linkedin.
Although the housing slump may have “bottomed-out”, occupancy declines, especially for independent living, are more widespread [1]. Will the industry re-bound with a business-as-usual mentality? Will new generations of customers be satisfied with today’s level of service?
There is no question that the real estate crisis and decline in portfolio values have impacted occupancy in senior living communities. AND, it’s easy to buy into the concept of “We just need to hold on, the demographics are still there, and we’ll be OK as soon as the housing market recovers”. The reality may be very different.
While the country has been in the economic doldrums over the past couple of years, several dynamics have been changing, largely un-noticed by the industry. First, the demographics are changing – the target market is gradually moving away from the “greatest generation”[2] [World War II vets are dying at the rate of 1000 per day] – and the industry must prepare for the “bobby-sox” generation (as a prelude to the “baby boomers”).
This generation, born between 1935 and 1945, is affluent and benefited from the medical advances and healthy lifestyle initiatives of the 20th century. As a result, they will have longer life expectancies with more males in the target population. They demand value and will be less willing to compromise than their parents and older siblings who were tempered by the depression and WW II.
In the 1990s, assisted living (“AL”) developed as an alternative to nursing homes, and independent living (“IL”) has in large part developed as an alternative to assisted living facilities. The newest option is “aging-in-place” with various surveys documenting the desires for aging adults to stay in their own home. In the past, this wasn’t practical for many people, but we are seeing the development of a number of new companies that use various enabling technologies to provide cost-effective alternatives to senior housing. For example:
A study several years ago indicated that up to 80% of AL admissions were driven by the need for assistance with medication management. Yet, there are now numerous automated medication reminder systems for use in the home.
Numerous organizations have developed cognitive fitness systems to provide brain exercises and delay the effects of Alzheimer’s and other senile dementia.
Rosemary Bakker, a gerontologist with Weill Cornell Medical College has established the website This Caring Home to help caregivers and family members design a “smart home”, allowing individuals with early stage dementia to remain in their own home.
In addition to the psychological appeal of these options, the current economic malaise is forcing prospective residents – and their families – to become more value-conscious consumers. These products and services will take market share from IL and AL communities by offering greater independence at lower costs.
As a result, the standard AL resident in the future may become a medically complex individual with multiple health/psychological conditions.
The impact on the traditional IL model may be even more dramatic.
Is Everything “Doom & Gloom”? The answer is that it doesn’t have to be – IF operators heed the wake-up call and are willing to consider new options:
1. Embrace new technology, instead of resisting it. Future generations won’t appreciate things such as internet access, a social networking site for the community, etc. as an added value – they will expect it as a minimum level of service.
Technology should be utilized to promote independence (no matter what level the resident demonstrates at move-in). View this as an investment in extending the higher functioning of the resident for extended periods of time, which should decrease the turnover rate, extend the average length of stay, and increase the occupancy percentage.
Offer the same technology services that are marketed for “at-home” care in a bundled package, so that the senior living community becomes the value-added solution. Sell the advantage of having someone on-site who can and will MANAGE the technology for the senior, at the same time they are receiving other traditional services such as meals and transportation.
2. Meet more than the basic needs for the residents. Abraham Maslow developed a Hierarchy of 5 levels of needs, as depicted in this diagram:
The senior living industry has traditionally done a good job of meeting the basic physical and security needs of the residents. However, there is tremendous opportunity to offer and market services that address their higher-level social, ego and self-actualization needs.
In fact, programs meeting those needs could be the differentiators that trigger the move-in decision. Interestingly, these needs are the most difficult for the senior to achieve while living alone in their home.
Too often society has assumed that seniors forgo these higher-level needs when they “retire”. Yet Lasell Village, a CCRC located on the campus of Lasell College in Massachusetts was created around the principle that retirees would move into an independent living setting where they would be committed to an annual continuing education curriculum. This program is clearly helping the “villagers” achieve their “Peak needs”[3]!
Senior living communities must adjust with the times and add these value-added initiatives if they wish to overcome the inertia caused by the economy and plan for the future generations.
What initiatives are you taking to use technology and/or meet your current or prospective residents’ higher level needs? Please add your comment by clicking on “Leave a comment” below:
Additional Links for New Technology Options:
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[1] NIC MAP®, 9/1/2009
[2] “The Greatest Generation” by Tom Brokaw (1998)
[3] “Peak – How Great Companies Get Their Mojo from Maslow” by Chip Conley (2007)
Posted by Brian Geyser on Fri, Sep 18, 2009 @ 04:13 PM
New social media success series launching next week
In the coming weeks, we will be profiling innovative senior living, eldercare, home care, and dementia care companies around the country and abroad who are using social media in creative ways to attract, engage, connect, educate, and support prospects and customers. The profiles will include insightful interviews with industry executives, entrepreneurs, marketers, thought leaders and others who are on the front lines experimenting with social tools like Twitter, Facebook, Linkedin, YouTube, Slideshare, and more.
Gain valuable insights from industry insiders who are happy to share their experiences and wisdom.
Our first interview will be with Heather Rasmussen, Public Relations Specialist at Laguna Woods Village (formerly Leisure World), the largest retirement community in California. Laguna Woods has seen amazing results with social media over the past year. Find out how they are tapping into Twitter to increase communication among residents and how requests for tours have dramatically increased thanks to their social media activities. Learn how they use their website and three marketing sites to improve SEO and drive traffic. Finally, discover their innovative use of "online clubs" which allow real resident-run clubs to create and administer their own web pages on the Laguna Woods Village Website, enhancing the site and elevating the Laguna Woods brand.
Don't miss out. This is going to be a good one! To ensure you get this and all future blog posts in this exciting series, subscribe to our blog using the "subscribe" form on this page in the left column near the top. You will get all future posts emailed to you automatically. Your email is kept completely secure and it just lets us know who's interested in what we have to say;-)
Finally, if you are a senior living, eldercare, home care, or dementia care provider (or other care-related organization) using social media and would like to be featured in this series, please contact Brian Geyser directly at brian.geyser@carenetworks.com. Thanks.
Related Posts:
Brian Geyser, APRN-BC, MSN is a clinician,
consultant, educator, online community manager and the founder of
Carenetworks, LLC. He blogs regularly here at Carenetworks.com and
would love to connect with you on Twitter, Linkedin, and/or Facebook.
Posted by Brian Geyser on Wed, Sep 16, 2009 @ 03:47 PM
In a recent blog post,
Samir Balwani discussed the concept of the "Social Media Hub." Social
media hubs are social websites where content creation, community building
and social engagement takes place for companies and organizations. Some pioneering senior living companies are beginning to use their websites as social media hubs (see the list below). From the Hub, these companies can post informative and helpful social media content in the form of blogs, webinars,
discussion forums, video and audio. This content can then be syndicated to outposts like Twitter, Facebook, MySpace, Linkedin, Digg, etc. People who
view the content on these outposts can then share it with friends, peers, and colleagues (social pollination).
Ultimately, this content drives people back to the hub (your website) where it originated. This creates organic traffic to your site and helps consumers discover you. In this way, the Hub provides companies with
a powerful inbound marketing tool and an expanded presence across the internet.
Here's a list of some
senior living companies experimenting with social media to increase awareness, drive traffic, and boost sales:
Living Well Assisted Living at Home
Living Well is a start-up out of San Francisco that provides high end "at-home" assisted living services to seniors in the Bay Area. They have a full-featured branded online community (powered by carenetworks) complete with community blog, discussion forums, member profiles, calendar, subgroups, photo albums, videos, podcasts and more. They also have outposts with Twitter, Linkedin, and Facebook.
Terrace Assisted Living Communities
Terrace Communities, based out of Vermont, is a group of seven assisted living facilities located in Maine, New Hampshire, Vermont, and Florida. They also have a full-featured carenetworks powered online community, but no outposts.
Ecumen
Ecumen operates a variety of senior housing options and services from senior independent living communities to assisted living and long- term care and at-home and community-based services. They also provide senior housing development, clinical consulting and senior housing management services for organizations outside of Ecumen. They have a blog, YouTube channel, Flikr photo stream, Twitter and Linkedin accounts.
Redstone
Redstone is a retirement community located in Alhambra, CA. Currently, they only operate a Twitter account.
Marietta Retirement Communities
I was unable to find out much about Marietta from several Google searches, except that they operate retirement communities in the Mid-Ohio Valley. However, they seem to have an online community with some videos and podcasts and an ability to for members to sign in.
Laguna Woods Village
Laguna Woods Village is a 55+ age-restricted gated community for the active lifestyle. It is located on 2,100 acres of rolling hillsides just minutes from the Laguna Beach coastline in Orange County, CA. The community is comprised of 12,736 dwellings and is considered to be one of the largest of its type on the West Coast. Laguna Woods Village is home to 18,000 residents averaging 78 years of age. They have a pretty sophisticated website and an active Twitter account, which drives traffic back to their site.
These companies are pioneering the use of social media in the senior living and eldercare markets. Some have taken the social media hub approach, while others are testing the waters with a simple Twitter outpost. In the coming months, we hope to connect with some of these forward thinking companies and learn from them what is working and what is not. We will be posting our findings here. Stay tuned.
Posted by Brian Geyser on Mon, Sep 14, 2009 @ 08:53 AM
Senior Living Prospects Have Big Problems
People seeking out information on senior living, retirement communities, assisted living residences and long-term care facilities have big problems. These people, usually elders or (more likely) their family members, face huge challenges as they make life-changing decisions while trying to navigate the complex world of senior living and eldercare options. These people (your prospects) are increasingly using the internet to do their research, and while they are seeking information online, what they are really doing is trying to find solutions to their problems. Your website should be a resource that helps them do just that.
If you provide helpful information, resources, knowledge, expertise, and the ability to connect with you on your website, prospects are 1. more likely to find you, 2. more likely to trust you, and 3. more likely to be interested in your organization as an option. Done well and executed properly, social media tools like blogs, online communities, Twitter, webinars, white papers, and eBooks can magnetically attract prospects to your website and give you an opportunity to engage them further, nurture relationships, build trust, and ultimately convert them into customers.
Social Media Helps Your Prospects Solve Problems
The key to using social media successfully in business is to use social media tools to attract, engage, and help people. With social media, you create useful and timely content that your customers want and need. As David Meerman Scott suggests, when your prospects visit your website (or your facility), they don't care about your facility or services so much, they care more about their own problems and if you can solve them. If your social media content helps them begin to solve their problems, you're much more likely to engage those prospects and get them to visit your physical community. If they come to visit, you can then keep them engaged using social media tools.
What are the top five problems facing your senior living prospects? Here's a likely list from the perspective of an elderly woman and her daughter:
- Elder: I don't want to move. I want to stay in my home. Adult Child: I'm not sure if moving Mom out of her house is a good idea. I don't know what to do.
- Elder: I don't want to be a burden on my kids. Adult Child: I feel obligated to take on this challenge, but I'm afraid of how it's going to impact my own family.
- Elder: I'm not ready to move yet. I don't need all that help. Adult Child: I'm not sure if now is the right time. I don't know when the right time to move my Mom is.
- Elder: I don't want to leave my friends and community. Adult Child: How can I take Mom away from everything she knows and loves?
- Elder: I can't afford to move into a senior living residence. I should just stay home, it's cheaper. Adult Child: I don't know what would cost more, keeping Mom home or moving her into a facility. Where do I even begin?
If you're a senior living company, these are the problems your website should be helping to solve for your prospects. These are the things important to them. There are many others, but these are very common problems among people trying to decide if a senior living community is right for them. Having information on your website about your business, your services, and your facility is important, but what's much more important, is having information and resources on your website that help prospects begin to solve their problems. What are you doing online to help your senior living prospects solve their problems?
Posted by Brian Geyser on Thu, Sep 10, 2009 @ 04:11 PM
I ran across this great post from Sara Barton over Community Marketing Blog. If you're a senior living company or eldercare service provider thinking about blogging, or just getting into it, read and learn from Sara what will make your company's blog suck, and ultimately, what can make it great:
- Your blog is boring. Why should anyone care about your brand, let alone your blog? Is it relevant to your readers? Can you write content that comes from a real human being, rather than dabbling in "corporate speak?" If not, don't blog.
- Your content is lame. What can you say on your blog that hasn't already been said before? Can you put a fresh spin on topics that have been done to death?
- You don't commit to your blog. It takes time, talent, and resources to do it right - from writing the content to programming and designing the blog itself.
- You can't be bothered to update content on a regular basis. Assess your reasons for blogging - do you want to build steady readership or SEO (Search Engine Optimization)? If you're going to blog, you need to do so as often as is appropriate for your goals, not just when you have time to update.
- You're out of touch. Is your content only about your company and its services, and nothing else? Stay current on topics that interest your readers and show how your brand relates to it.
- You're losing readers. What's the point of a well-written blog if only a select few can access it? Add feed content to your blog so that readers can subscribe, share, and enjoy.
- You forget that a blog is NOT advertising. If you need an ad, contact an agency and have commercials or print materials produced. Your blog is your opportunity to build a relationship with your readers.
- Your blog lacks credibility. In a study by Forrester Research, only 16% of online consumers who read corporate blogs say they trust them. Woah - pretty heady stuff. Why should readers trust your blog's information any more than a press release or an advertisement?
- No one knows your blog exists. Think of your company blog like the proverbial tree in the forest: if no one reads your blog, does it matter how awesome it is? Spread the word and drive traffic to your blog.
- You give up too soon. In the marketing world, we take metrics pretty seriously and we like to track effectiveness. ROI is king and there are few excuses for failure when we have analysis tools at our disposal. When readers don't comment on blogs, many companies give up before they have a chance to see actual results. Take the time to analyze the numbers before you move on.
Here's a link to the original post.
Posted by Brian Geyser on Thu, Sep 10, 2009 @ 04:08 PM
If you still think social media is just for youngsters, you've just been proven wrong. Britain's Ivy Bean is 104 today and she has 42,268 followers on Twitter. Actually, make that 42,269 (me), and that number is increasing by the second, thanks in part to this CNN video. It looks like Hillside Manor, the assisted living community where Ivy lives, clearly understands the incredible ability social media has to keep people connected to the outside world, even if you are 104. They're also very savvy about viral marketing campaigns given all of the worldwide free press they've received over this. Nice job Hillside. Go Ivy, go!
Posted by Brian Geyser on Wed, Sep 09, 2009 @ 02:52 PM
The Collaboration for Homecare Advances in Management and Practice (CHAMP) is offering a new online geriatric medication management course for nurses and other care providers with the goal of improving patient outcomes. According to CHAMP, most older homecare patients are taking over five medications and medication-related problems are a leading cause of avoidable rehospitalizations. The course costs $149 per person and offers CEU's to nurses.
Another cool thing about CHAMP is that they have an online community! In the community, homecare professionals can post questions, connect with others, and share experiences. The CHAMP community also offers access to industry experts who share their knowledge and expertise about homecare best practices. Definitely an organization worth checking out.
Posted by Brian Geyser on Wed, Sep 09, 2009 @ 01:07 PM
The King of White Papers, Michael Stelzner, recently released a hot new report, after surveying close to 900 marketers online: Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses.
Here's a look at the Table of Contents:
1. Major Findings
2. Top 10 Social Media Questions Marketers Want Answered
3. The Use Of Social Media
4. Marketing Time Commitment For Social Media Marketing
5. The Benefits Of Social Media Marketing
6. Commonly Used Social Media Tools
7. Social Media Tools People Want To Learn More About
8. Survey Participant Demographics
You can download the document here. I've also embedded it below for you if you prefer that. You’ll be impressed by the facts, stats, charts and survey results.
An interesting
note is that many marketers start out investing just a small amount of
time into social media. But then they begin seeing measurable results
and invest more and more time:
The experience factor: There is a direct relationship between how long marketers have been using social media and their weekly time commitment.
For people just beginning with social media, the median weekly time
commitment was two hours per week. However, for folks who have been
doing this for a few months, the median jumped to 10 hours a week. And
for people who have been doing this for years, their median is 20+
hours each week
Wow! That's a lot of time. Let us know what you think.
Social Media Marketing Industry Report
Posted by Brian Geyser on Wed, Sep 09, 2009 @ 11:20 AM
Here's a great social media/networking story for you. Today I was contacted by Jodi Bach of Pacific Resources, a company that does recruiting for the senior living industry. She found me via my Linkedin profile. She was interested in what we do here at CareNetworks and wondered if, in addition to helping senior living and eldercare companies connect with customers, we did any "employment or employer branding." I was intrigued by her question, but had to confess that I wasn't sure exactly what employer branding was. She explained that employer branding is essentially marketing companies to potential employees, as opposed to marketing to potential customers. Jodi went on to say that, in the senior living and eldercare industries, this makes a lot of sense because companies are often trying to recruit from a small pool of qualified candidates (she should know). After she explained it, I realized I knew exactly what employer branding was (duh). I just didn't realize it was called employer branding. And yes, we do help with that, however, it's not something we have focused on, but maybe it should be. We did cover some elements of employer branding and social media in this post.
Jodi also mentioned that some of the larger senior living companies like Sunrise and Kisco are trying to use social media outlets like Facebook and Twitter to boost their brands and build a following of potential employees (I'm now following both on Twitter).
Social media changes the game of employer branding because it allows current employees and customers to throw their two cents in to the mix and opens up a dialog between companies and job candidates like never before.
To test how employer branding combined with social media might work for a home care company, we will be adding a job board to the Living Well Community site where prospective employees can view job openings, submit an online resume, ask questions, and get feedback from company executives. Living Well, a company that provides concierge style "at-home" assisted living services is in startup mode and they want to attract exceptional caregivers in a highly competitive market (San Francisco). Using their online community to attract, engage, and build relationships with prospective employees will surely be an interesting endeavor to watch.
Posted by Brian Geyser on Wed, Sep 09, 2009 @ 10:20 AM
While this is an online community and social media blog, occasionally we will mix it up a little with a senior health and wellness article. After all, we're all getting older and wellness can make us better social media pros! Feel free to republish these articles on your website, as long as you give us credit with alink back ;-)
I don't know about you, but everyday I feel the effects of gravity on my muscles and bones more and more. Thankfully, my wife introduced me to yoga and I can truly say that (at least for me) it has done wonders.
The health benefits of yoga are well established. People of any age, any fitness level, and any cognitive capacity can reap huge rewards by practicing a little yoga everyday. Yoga helps with flexibility, strength, concentration, stress, balance, and memory! You can find countless books and DVDs online to get you started.
If you're a recreation director at a senior living community, Yoga is a fantastic activity to plug into your activity calendar. If you practice yoga and have any tips for senior living communities or eldercare professionals, share them with us.
Namaste
Posted by Brian Geyser on Tue, Sep 08, 2009 @ 11:26 AM
Terrace Communities, a group of seven assisted living residences in Maine, New Hampshire, Vermont, and Florida, is using their community blog and discussion forums to share information and address resident and family concerns about the H1N1 flu virus. Corinne McCandless, VP of Residential Care for Terrace Communities, says that using the blog and discussion forums allows the company to get the word out fast about the latest information from the CDC and the company's plan to manage the potential threat. She adds, "We can dialog with residents and families right on our Website in real time. It keeps them in the loop and makes it easier for us to disseminate the information." You can view Corinne's blog post here. Learn more about how you can use social media for your senior living or eldercare services business at CareNetworks.com.
Posted by Brian Geyser on Fri, Sep 04, 2009 @ 06:09 PM
In the April '09 edition of Provider Magazine, David Smith, president of One on One, a St. Louis-based consultancy for senior housing and long-term care, gives some pointers on how to convert assisted living prospects into customers. He should know. A CCRC he co-owns in the St. Luis area consistently maintains 100% occupancy and his marketing team is able to convert about 50% of qualified prospects that visit the community once. Here’s a breakdown of Smith’s advice: - Forget about discounts. Remember that for most qualified prospects, the decision NOT to move into senior housing is based more on emotions than finances. Therefore, discounting your rates or offering temporary financial incentives may not be an effective approach. Instead, be sensitive to each prospect’s unique situation and feelings about the issues at hand. Give them time to tell you their story. Build a relationship with them over time.
- Discover their needs. Understand that no qualified prospect inquires about senior housing without underlying needs. Try to figure out exactly what their needs are, what’s motivating them to inquire, why the person should move, and why they should move now vs. later.
- Don’t focus on the sale. Instead, focus on the prospects problems and issues. If they perceive you to be more interested in them than a sale, they are more likely to trust you to help them make the best decision.
- Maintain a “Yes we can” attitude. A true resident-centered approach to operations and service delivery will sell itself when prospects come to visit.
- Make sure you're the right fit. Figure out if they can actually afford to live at your residence and if your community is the best choice for them. If not, provide them with more affordable and appropriate alternatives.
Now, you may be wondering why I'm writing about this in the Online Community and Social Media Blog. It's because online communities and social media allow you to build trusting relationships with prospects over time, and continue engaging prospects long after they've left your office. Using social tools like blogs and discussion forums, you can open up a dialog with your prospects and keep them engaged throughout the sales cycle. Online communities can also help prospects connect with peers who are facing similar challenges, access information about local resources, and feel validated about the decisions they are making. I wonder if David Smith is using social media to build relationships with clients and prospects. I think I'll give him a call and ask. Stay tuned for his response.
Posted by Brian Geyser on Fri, Sep 04, 2009 @ 03:42 PM
When prospective customers visit a senior living community or contact a homecare agency seeking information about their services, what they’re really doing is testing out a relationship and trying to determine if they can trust the organization to take care of themselves or a loved one in a time of need. They are seeking honesty, unbiased information, and compassion. Pick up a copy of Chris Brogan and Julian Smith's book Trust Agents to learn how you can nurture these relationships online, but when a prospect is sitting in your office, here are some ways to give them exactly what they are looking for:
- Listen. Let them tell you their unique story and allow them to share their fears and concerns. Talk with them, not to them. Try to jot down at least 10 things about their particular situation that are unique and have special meaning to them.
- Give honest advice. If your organization is not quite right for them, let them know, and give them the names of other organizations that may be better suited to their needs. Help them, don’t sell them. Provide them with relevant information specific to their situation.
- Provide a road map. The world of eldercare is complex and for most people, it’s uncharted territory. Give prospects the tools that will help them understand their options and a map (or GPS system) that will help them find the way. Offer them a guided tour through the array of local eldercare services. Don’t be afraid to show them the competition. After all, if you really are the best option for this prospect, you have nothing to fear.
- Think like a social worker. Social workers seek to improve the human condition by understanding the social issues that impact individuals, couples, families, groups, organizations, and communities. Having a deep understanding of these issues will help you guide your prospects to make the decisions that are right for them.
- Unleash your fans. Let them talk with your best staff and patients/residents, particularly your “brand enthusiasts.” Conversations with unbiased third parties can be very powerful and can influence prospects more than talking with management.
- Be patient. Give them time to think about things. The decisions that need to be made are complex and life changing. Be there for them unconditionally at each step of the way and more likely than not, you will be rewarded with their business.
How do you build relationships with prospects? What do you do to give prospects what they need?
Posted by Brian Geyser on Fri, Sep 04, 2009 @ 12:35 PM
As I outline in my recent post, "What Every LTC Organization Needs To Know About Their Website," most senior living company sites are digital brochures with stock images and canned messages. Few have any personality or interactivity. Some courageous senior living companies have ventured into emerging social technologies and added social capabilities to their websites setting themselves apart from the rest. Kind of like the Kia Soul (video below). If you are using social media or if your company has added social elements to their website, let us know. We'll write about it here.
Posted by Brian Geyser on Fri, Sep 04, 2009 @ 09:48 AM
The Assisted Living Federation of America (ALFA) now has a section on their website called "Social Media 101" which shows off some of their new "ALFA 2.0" initiatives and provides links to their new blog (ALFA Re:Source 2.0) and various social media outposts including Twitter, Facebook, Flickr, YouTube, Linkedin, and Widgetbox. It's great to see organizations like ALFA finally getting into the game. AARP has taken it one step further by adding an online community their site - a very smart move. ALFA will be examining social media strategies among senior living companies in the September/October issue of Assisted Living Executive, so keep an eye out for that. We will be covering that story here as soon as it's published. We need to see more stories from industry leaders about innovative senior living companies like Terrace Communities and Living Well Assisted Living at Home who are using online communities and social media to reach a wider audience and engage their customers, prospects, staff, and referral sources in new ways. We will keep you posted on the ALFA 2.0 initiative as it develops. In the mean time, if you are a senior living company or eldercare service provider using social media, tell us your story.