| The formula seems pretty simple for the business of | | | | Activities. Of course, this would work best when |
| assisted living. The senior population is growing, so | | | | speaking with someone who has a loved one with |
| the need for senior care is growing. All a company | | | | dementia (the "right people" mentioned in the |
| has to do is to offer that care and they will have a | | | | definition of Strategic Care above.) |
| growing (and successful) business. If only it were | | | | This simple change creates much better marketing |
| that simple. | | | | and positioning. Yet it can be taken to a higher level. |
| Caring is actually a necessary part of success in | | | | The emotional introduction can be enhanced by |
| assisted living, and all forms of senior care for that | | | | adding a (true) story which includes more value, along |
| matter. However, just because a company offers | | | | with evidence of care being provided. "Maria always |
| good (or even great) care does not mean people will | | | | gets embarrassed when I brag about her, but |
| find them, then trust them enough to make a | | | | Resident Bob's family thinks she is a magician. When |
| commitment and move in. That is where "Strategic | | | | Bob came to us, he wasn't very social. It took |
| Care" plays a critical role. | | | | patience, but Maria allowed him to stay in his comfort |
| Strategic Care allows for the right people to | | | | zone and just watch everyone else have fun. Then, |
| recognize that a company really does care and helps | | | | little by little, she helped him increase that zone. Now |
| those consumers to place the highest value on that | | | | he's one of the first people to line up to play. I think |
| expertise. It drives the 3 R's of assisted living | | | | your Mom and Maria will be best friends." |
| marketing - Recognize, Remember and Rave about | | | | By incorporating a supporting story, more value was |
| the company...and the care. It creates trust and | | | | placed on Maria as a humble person and on her |
| motivates "move-in" decision-making. It leads to an | | | | professional expertise. In addition, the value placed on |
| increase in census and profitability. | | | | her by other people was also included - an |
| This concept is not that difficult to execute. It just | | | | endorsement or testimonial. To take it even another |
| takes a business culture that allows, encourages and | | | | step further, technology can add more power to this |
| trains staff members to tie their actions to a desired | | | | Strategic Care. For instance, "If you want, I can print |
| business/marketing result, along with the desired care | | | | you a photo of the Game Guru in action, so your |
| result. And this innovative approach can easily be | | | | Mom can become familiar with seeing her face |
| integrated into various areas of the assisted living | | | | before making the move to Oak Tree Assisted |
| business that touch the consumer. | | | | Living. Or, I can e-mail the photo, if that is convenient |
| - Face-to-face meetings. | | | | for you." |
| - Systems of operations. | | | | Drive A "Nice" Increase In Business |
| - Collateral materials. | | | | In the end, a "simple" introduction turns into a |
| - Advertising and PR. | | | | marketing and positioning bonanza that provides lots |
| - Community outreach. | | | | more value to the assisted living consumer, which can |
| - And even websites. | | | | help to ease some of the pressure in their |
| The Progression From Mediocre To Great Marketing | | | | decision-making process. Look at all that is |
| Here's an example of how an everyday, polite | | | | accomplished in this example. |
| occurrence (sometimes requirement) can be turned | | | | - Shared kindness, as well as a feeling of inclusion to |
| into a Strategic Care marketing tool that places high | | | | a visitor. |
| value right into the hands of the consumer. | | | | - Provided evidence of expertise in senior and |
| So many times I have heard "This is our Activity | | | | dementia care. |
| Director, Maria" or something similar when being | | | | - Demonstrated a willingness to serve and to go the |
| toured through an assisted living facility. It is polite | | | | extra mile. |
| and it accomplishes a caring function - an introduction. | | | | - Provided an endorsement of the consumer's peers. |
| However, it misses an opportunity to communicate | | | | - Showed an understanding of the transition process |
| higher value, which is a key element of Strategic | | | | a senior with dementia will most likely go through. |
| Care. So the function is completed, while the | | | | - Made the employee feel special and motivated |
| marketing is mediocre at most. | | | | them to continue to take great care of their |
| To add some Strategic Care, that same person could | | | | residents. |
| say "Here comes the Game Guru." (Maria will be | | | | Too simple to be this rewarding? Isn't this just being |
| encouraged to respond in a favorable way.) "I'd like | | | | nice and caring for others? Absolutely! However, |
| you to meet Maria, our Activity Director. She has an | | | | when care is combined with strategy, it becomes |
| amazing knack for helping seniors with cognitive | | | | innovative marketing and very good business. When |
| problems to enjoy playing games." | | | | Strategic Care is incorporated into the selling process, |
| In this case, value has been placed on Maria as a | | | | communications mediums and business culture of |
| person. Plus, the fact that the issue of cognitive | | | | assisted living companies, this powerful concept will |
| problems was mentioned will also add recognition and | | | | increase sales. |
| value to the services being offered, in this case | | | | |