I love the start of a new year. It brings to mind that the possibilities are
endless, and for many of us, it’s a great time to start something new or
different in our lives.
I’d be a rich person if I had a nickel for everyone out there who has decided
to open a new in-home care agency, open a professional geriatric care management
practice, or start some sort of elder care business. (I get a call or email
about this at least 3 times per week consistently!)
What I know for sure is that there is plenty of business to go around. As we
live longer, as our parents and grandparents live longer, we create an unlimited
opportunity and need for senior related services.
The key is to create an appropriate and realistic business and marketing plan
that generates clients and results. The key to the senior market, is not
surprisingly, their adult children.
If you have been in the senior market for any amount of time, you know that
families often contact senior service providers when they are in crisis due to
an acute illness or other event that signals the need for services and
support.
So whether you are just starting a new senior/elder care business, or already
own one- think about marketing to more than just seniors. Your target audience
may be a little younger than you imagine!
Consider some of the other things we have talked about over the last few
months:
• Issues related to senior living options, senior care options, and financial
issues that affect seniors require education, so educate your prospects.
• Advertising with vanity ads and the “same old thing” is “OUT”, and offering
information in the form of a free report, CD, seminar, or consultation is
“IN”.
• Directing messages to baby-boomers who HAVE aging parents is key. Finding
them is not as easy as buying a “list”.
• Understanding financial options for seniors is a MUST for all senior
service providers. It’s impossible to offer good advice to a family if you
aren’t up on the latest programs and strategies.
• Networking is possibly the most effective and least costly form of
advertising and marketing. You should attend only the networking events that
make sense for your business. Pick 2-3 key groups and stick with them. (But try
as many as you can, it never hurts to check out a new group!)
• Finally, when you are budgeting for your marketing, budget for consistency
and frequency, not the big bang. This market does not work like that.
o The reality is that you must touch a consumer 6-10 times- either through
print, radio, or TV, in order to get a response. o Running a radio ad 4 times
and pulling the ad because you didn’t get a phone call is not the way to execute
a marketing strategy.
o This is a sensitive subject for many (long-term care needs), so in short
order you must articulate your message, interrupt your target (ie get their
attention), engage them, educate them, and then make an offer.
o Offering something for free- your time, your printed report, your audio CD,
etc, will get the most response. Some people like to remain anonymous…so let
them, but engage them.
Finally, this is a very good year to live your dream, be an entrepreneur, and
serve the greatest generation of all time. Take a realistic, slow but steady and
consistent course of action, and you will succeed! We need more senior service
providers who really know their stuff. We need senior service providers who are
educated, efficient, and trustworthy. Best wishes for continued success in 2006!