The COVID-19 pandemic is disrupting the advanced care industry in unimaginable ways. It is likely to do so for the foreseeable future. Despite the various lockdown measures and precautions that have been, senior communities are still open for business. Sales and marketing teams are always busy, but now they are working in different ways.
During this crisis, sales and marketing teams could find themselves busier than normal during tasks that previously required face-to-face interaction. They are now required to work remotely while applying technology to the marketing and sales strategies, such as taking virtual tours and integrating the community response to protect residents from COVID-19. Third-party recommendation platforms are also being adjusted for COVID-19.
Advanced care is at the forefront of the pandemic. If people are concerned about the risk of infection in clustered settings, there are concerns that occupancy rates will decline, and demand may weaken. But some industry experts believe the outbreak will show the actual value of the aged care community.
At the 2020 Global Real Estate Conference, Tom DeRosa, Welltower CEO, stated that the industry is well-suited to respond to COVID-19. Influenza is a year-round risk, and the elderly, many of whom have respiratory problems, are at high risk. Quality providers have developed protocols to prevent or delay the spread of coronavirus just in case.
In the next few weeks, there will be a small and steady increase in the number of people who join the Juniper Networks community, according to Cindy Longfellow, VP of business, sales, and marketing. The Bloomfield, NJ operator manages 20 properties in Colorado, Florida, New Jersey, and Pennsylvania.
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An issue that many marketing teams are dealing with is remotely working and having access to management and databases. This is something that can affect all businesses of any size.
Video is another useful tool for marketing teams.
Clint Lee, CEO of OneDay, said, due to the effects of daily interaction because of COVID-19, these platforms are now needed to continue activities and improving day-to-day operations in the community.
OneDay has created virtual tours of senior communities using restricted access agreements and has shared the views from residents about the care that is received during this time.
“Mom’s Place” has started to collect these videos from smaller communities without virtual tours and utilizing the videos to create a list to make internal leads more aware. Some providers are making their videos more creative and even attracting customers to visit tours outside the building.
The Juniper Networks community is in the midst of virtual travel. It is offering a 360-degree virtual tour of its community. Longfellow said that a couple is even roaming the senior community using platforms such as Zoom and FaceTime, allowing potential customers to ask questions in real-time.
K4Connect CEO and co-founder Scott Moody told SHN that flexibility in marketing plans and how they are implemented could also serve internal residents. Raleigh, the North Carolina-based technology company, lives on its K4Community platform for more than 29,000 seniors nationwide.
K4Connect began planning for COVID-19 before the initial disruption and began sending “COVID 911” announcements to the communities it served. The company has opened a hotline for the community to keep residents and families up to date on its coping strategies, and residents can be accessed by phone or Alexa-enabled device. It also provides virtual support for internal and external personnel.
Moody believes that excellent communication with the outside world has been negatively reported. For advanced care, an immediate response is needed to resolve the issue, or the community will pay for it.
Traci Bild, Bild & Company Found and President told seniors that showing a substantive response to the pandemic can enable marketing and sales teams to build a foundation of trust in potential customers and their families. If one decides to move, they will take care of the older adults. Housing News. Her company specializes in advanced lifestyle marketing.
The COVID-19 pandemic is also an opportunity to establish a pipeline of potential customers after the crisis has subsided, and these potential customers can be converted to access.
Additionally, there is a need to allow marketing teams to work remotely. This requires trust, confidence, and review strategies to ensure that the community’s information gets to the correct audience and teams stay in touch with referral sources and hospitals.
Jennifer Saxman, Chief Operating Officer, and Bild& Company said, “marketing teams should already share best practices and resources while sharing responsibilities to keep things running smoothly.”
Lacy Jungman, Vice President of sales and marketing, said that Omaha, Nebraska-based Heritage Communities is “a sudden call.” These calls are meant to “overcommunicate” positive safety-related steps and talk through people’s emotional issues related to COVID-19.
Dealing with COVID-19 face-to-face is best because marketing activities should focus on responding to a pandemic. Bild & Company is issuing guidelines to its customers, recommending that they remain committed to the COVID-19 protocol standard and absorb the community’s response to the outbreak.
Third-party referral sources are also increasing their marketing efforts. Sue Johansen, Vice President of partner services, said, “Mom’s Place” has extended customer service hours for its consultants who already work from home. According to its COVID-19 response plan, real-time daily from large service providers Get real-time updates.
Jungman said that Heritage Communities is now able to communicate with partners about the when and how the providers are offered admission. Potential customers who need immediate / on-demand presence will be prioritized and will assist on a case-by-case basis.
The company is also actively adding negative keywords to digital campaigns, such as “COVID-19” and “Coronavirus,” so that when people search for these topics, Heritage ads won’t appear.
Meanwhile, Heritage keeps in touch with potential customers and people on the waiting list through care packages provided by Amazon. Jungman and Heritage President Nate Underwood co-authored a book, “In a Good Place,” a fictional account of an adult daughter’s journey to send her mother to senior life. The book A copy of it is among them.
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