Enhancing Care: A Success Story in Senior Living Marketing

Nestled in the serene countryside, a 5-star rated nursing facility provides a spectrum of care—from short-term rehabilitation and therapy to independent living and specialized memory care for residents with Alzheimer’s and dementia. With such diverse offerings, the facility aimed to effectively reach and engage potential residents and their families.

The Challenge

The facility sought to connect with seniors and caregivers who were actively looking for support and assistance. The challenge was to craft a digital marketing strategy that would resonate with this specific audience and highlight the various levels of care available.

The Strategy

To meet this challenge, we launched a targeted campaign leveraging Display Ads and a combination of Behavioral Targeting and Keyword Targeting.

• Behavioral Targeting focused on audiences aged 65 and older, including caregivers and researchers interested in memory loss and Alzheimer’s care. This ensured that our messaging reached individuals who had already demonstrated a need for assistance.
• Keyword Targeting targeted relevant search terms such as "skilled nursing home," "senior living facility," and "memory care." This approach helped us engage individuals at the beginning stages of their search for living communities.

We repurposed our keyword list for Google Pay-Per-Click (PPC) ads, allowing us to capture the attention of those seeking immediate solutions. Additionally, we implemented Live Chat on the facility’s website to provide an interactive way for prospective residents and their families to gather information quickly.

The Results

What began as a three-month commitment with one digital product has now expanded twice, utilizing three distinct marketing products over seven months. The results have been outstanding:

• The campaign achieved a click-through rate that is nearly 11 times above the national average.
• It generated 220 click conversions and 81 view-through conversions, indicating strong interest and engagement.

Conclusion

This success story highlights the effectiveness of a targeted digital marketing strategy in the senior living sector. By focusing on the specific needs of seniors and caregivers, the nursing facility successfully elevated its visibility and connected with individuals seeking quality care.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions. For more information, email support@vicimediainc.com.