Should we be advertising our aged care or retirement living services at the moment?

We have been asked this many times in the past week, so we have put together some considerations. These considerations assume all existing staff, healthcare professionals, suppliers residents and their families are being kept in proper communication by providers.

Education breeds confidence

Now is the time to remind the community, relatives and staff that as a quality aged care provider, you have protocols in place – standards are very high. There is strong sentiment that families would prefer their elderly relatives be in a secure and caring environment rather than home alone.

Marketing needs to play a key role in education and brand leadership by helping clients move from panic to proactivity. Being seen builds confidence, especially with existing prospects and residents. Lack of awareness can create false information. 

Retirement living has a real opportunity to promote the benefits of older Australians living in a supportive community, with managers there to protect, inform and arrange on-site services and deliveries.

Don’t forget your prospects

People who have enquired about aged care in the past 30 days are obviously in need, so you need to reach out and explain your procedures. 

Can you offer virtual tours and make this service more prominent on your website, along with other important information?

During these uncertain times, have regular contact with all prospects.  As you prioritise daily tasks for the organisation, your management teams need to prepare for the bulge that will happen later on  – be ready with appropriate messages.

Check your digital presence 

If you are running AdWords, then include ‘Covid 19’ and ‘coronavirus’ as a negative keyword (so you don’t appear).

If your hours of operation or the way that you operate has changed, post updates on your social media accounts, push these through your EDMs and edit your Business Profile on Google.

Seize media opportunities

Overall, we are seeing an increase in media consumption, and especially news and in-home media due to Australian’s hunger for information on Covid 19. The community also has more free time to consume media than ever before. We predict this pattern to increase and continue as more lockdowns come into play. International experience suggests under lockdown, web browsing grows 70%, TV viewing increases 63%, and social media 61%* 

Newscorp’s news.com.au site has experienced an increase of 47% Feb vs March 2020, and unique browsers are up 165% on March averages.

Similarly TV viewing levels are up, in some cases by 45% from the start of March. TV News programs have experienced the biggest increases, but many lifestyle programs (like cooking) are also tracking well above averages.

As many large advertisers need to cancel, the media are heavily discounting short-term rates. Television networks are offering up to 80% rate discounts – print has also dropped to 50% rate discount levels. Of reassurance to our advertisers is the fact that local papers and targeted letter box (both home delivered) are considered essential services, and for the foreseeable future not impacted by lockdown restrictions.

Medical Centres are also an essential services and they will not close, even if stronger shut downs come into an effect. Our partners Tonic Media have highly trackable media solutions with their digital boards in waiting rooms. We can have adverts on screens with just a few hours and coverage across over 1200 medical centres across Australia. .This year more than ever people will be visiting their GP for their Flu shot. 

What does this mean for aged care and retirement organisations? There is a captive audience with more time on their hands to consume media and information. 

We are not suggesting any tactical advertising that will create on-site visitation to aged care or retirement living, but many people are currently researching for secure options and will be keen to act when travelling and interaction restrictions are lifted.  

With lots of great deals in the media at the moment, making it a very good time for education, promote the category or your brand differentiation.

For more information, please contact us.

Reference: SENIORHOUSINGNEWS. WARC 2020. NEWSCORP

GET A 

FREE 

CUSTOMISED 50+ AUDIENCE REPORT 

To provide a first level of insight of your primary audiences’ media consumption please complete the following information so we can run your report.

audience-sample

AUDIENCE DETAILS

Age

Location

And

Gender

Employment status

YOUR DETAILS

Should we be advertising our aged care or retirement living services at the moment?

We have been asked this many times in the past week, so we have put together some considerations. These considerations assume all existing staff, healthcare professionals, suppliers residents and their families are being kept in proper communication by providers.

Education breeds confidence

Now is the time to remind the community, relatives and staff that as a quality aged care provider, you have protocols in place – standards are very high. There is strong sentiment that families would prefer their elderly relatives be in a secure and caring environment rather than home alone.

Marketing needs to play a key role in education and brand leadership by helping clients move from panic to proactivity. Being seen builds confidence, especially with existing prospects and residents. Lack of awareness can create false information. 

Retirement living has a real opportunity to promote the benefits of older Australians living in a supportive community, with managers there to protect, inform and arrange on-site services and deliveries.

Don’t forget your prospects

People who have enquired about aged care in the past 30 days are obviously in need, so you need to reach out and explain your procedures. 

Can you offer virtual tours and make this service more prominent on your website, along with other important information?

During these uncertain times, have regular contact with all prospects.  As you prioritise daily tasks for the organisation, your management teams need to prepare for the bulge that will happen later on  – be ready with appropriate messages.

Check your digital presence 

If you are running AdWords, then include ‘Covid 19’ and ‘coronavirus’ as a negative keyword (so you don’t appear).

If your hours of operation or the way that you operate has changed, post updates on your social media accounts, push these through your EDMs and edit your Business Profile on Google.

GET A 

FREE 

CUSTOMISED 50+ AUDIENCE REPORT 

To provide a first level of insight of your primary audiences’ media consumption please complete the following information so we can run your report.

AUDIENCE DETAILS

Age

Location

And

Gender

Employment status

YOUR DETAILS

Seize media opportunities

Overall, we are seeing an increase in media consumption, and especially news and in-home media due to Australian’s hunger for information on Covid 19. The community also has more free time to consume media than ever before. We predict this pattern to increase and continue as more lockdowns come into play. International experience suggests under lockdown, web browsing grows 70%, TV viewing increases 63%, and social media 61%* 

Newscorp’s news.com.au site has experienced an increase of 47% Feb vs March 2020, and unique browsers are up 165% on March averages.

Similarly TV viewing levels are up, in some cases by 45% from the start of March. TV News programs have experienced the biggest increases, but many lifestyle programs (like cooking) are also tracking well above averages.

As many large advertisers need to cancel, the media are heavily discounting short-term rates. Television networks are offering up to 80% rate discounts – print has also dropped to 50% rate discount levels. Of reassurance to our advertisers is the fact that local papers and targeted letter box (both home delivered) are considered essential services, and for the foreseeable future not impacted by lockdown restrictions.

Medical Centres are also an essential services and they will not close, even if stronger shut downs come into an effect. Our partners Tonic Media have highly trackable media solutions with their digital boards in waiting rooms. We can have adverts on screens with just a few hours and coverage across over 1200 medical centres across Australia. .This year more than ever people will be visiting their GP for their Flu shot. 

What does this mean for aged care and retirement organisations? There is a captive audience with more time on their hands to consume media and information. 

We are not suggesting any tactical advertising that will create on-site visitation to aged care or retirement living, but many people are currently researching for secure options and will be keen to act when travelling and interaction restrictions are lifted.  

With lots of great deals in the media at the moment, making it a very good time for education, promote the category or your brand differentiation.

For more information, please contact us.

Reference: SENIORHOUSINGNEWS. WARC 2020. NEWSCORP