How to market your care services to the later life audience
When people are seeking solutions for care it can be a very emotional and confusing time. There are so many options, so many providers all competing to be noticed. So, what are the changes you can make that will better engage the people in need of your services?
Sharing your niche and the ways you can help
It’s all about communicating the specialist nature of what you provide, sharing the key benefits and enabling people to make the choice that’s right for them. They’re searching for something to suit their physical needs but also something that’s a fit for their lifestyle, their preferences, their mental and emotional wellbeing. A holistic understanding of their needs and wants is critical to show you’re the right choice for them.
Understanding your audience
It’s important to be clear about your audience, segmenting your campaigns and adapting your messaging, ensuring it’s not muddled at a time which can already be so overwhelming for many. Whether it’s those in need of care themselves, their families who are looking for care solutions on behalf of their loved ones, the paid carers you’re wanting to recruit, or potential partners in the health and wellbeing space who can extend your marketing reach.
Building partnerships
A focus on partnerships is one of the most powerful things you can build into your marketing plan. Credible and reputable companies who work in the healthcare and wellbeing space, who share a similar ethos, signposting their customers to other services they may need.
It’s important not to shy away from mentioning other care services that are also available. It’s not putting yourself at a disadvantage against the competition– it’s showing that you want what’s best for your customers and that you’ll do everything you can to help them find the solution that’s the right one for them.
Brand tone of voice
Effective brand positioning is crucial when it comes to engaging those who are seeking care support. And tone of voice is particularly important. It’s a time when people can be vulnerable and emotionally sensitive, so a real warmth in your messaging is absolutely essential. But this needs to be balanced with a tone of authority and professionalism to inspire the trust that you know what you’re doing, and that you’ll be able to help them with their very real needs.
There’s often a sense of urgency to find a solution when people haven’t planned ahead and they’re panicking about what to do. They want to know that you’re proactive and that you can make things happen for them. Your tone needs to be guiding and supportive, helping them through the process and hand-holding where needed. And depending on your offering, your tone may also be inspirational, championing their ongoing independence to live their life the way they want to live it.
Accessibility considerations
Accessibility across your marketing materials is another consideration, as those in need of care and even their children who are looking on their behalf will likely be part of the older demographic. So, on your website, having font that’s big enough to read, having colour schemes that aren’t too dazzling on the eyes, and having buttons big enough to see and click are crucially important. If you have video content on your website, social media or email marketing, make sure that it’s captioned with subtitles, making the content easier to understand for those who may have difficulty hearing.
Individual people, Individual needs
And lastly, when it comes to brand positioning, it’s an audience that needs to know you’re seeing them as individual people with individual needs, not just another number to add to your books. Too many websites and social posts shout about the number of people they’ve helped in the last month, 6 months, or 12 months. Whatever the timescale, it can be a real off-putter, making potential customers think that’s your main focus, rather than actually helping them in their unique situation.
For care services, case studies are a powerful way to showcase the real ways you can help. Showing examples where you’ve made a real impact to people’s lives. People in a range of different circumstances that others will relate to, realising that you can help them as well in their own individual situations.
Sharing a lifeline
When it comes to care, it’s about service, not pressure. It’s sharing a lifeline, helping people to find what they’re looking for. Communicating clearly, being present for families, building trust, and supporting your customers through one of the hardest decisions they’ll ever have to face.
You can find more support here with marketing for the over 50s demographic.