Nursing Home Marketing Strategies

Some prospects may get their nursing home recommendations from friends, family or healthcare providers. But if they don't, they'll search online. Be there first by implementing a local paid search campaign.

Reputation and reviews are a big deal in the nursing home business because people are trusting you with the care of their loved ones. Take a look at your online reviews and ratings and make sure they're up to par. If not, enlist an expert partner for recommendations on reputation management.

For those putting a loved one in a nursing home for first time, it can be a confusing and scary time. Share advice, reassurance and resources on your social channels to position yourself as a thought leader and credible brand in the industry.

Nursing home care is a high-stakes service, so those seeking providers will do thorough online research. Before you start any marketing plan, make sure your website and other online listings and reviews/ratings are squeaky clean. If you need help in this area, work with experts who can ensure you make a good first impression with your prospects.

As mentioned in step 1, your prospects are doing their research online—so you'll want to show up as high as possible in search engine listings. This is possible through a strategic mix of SEO efforts and paid search campaigns—both of which will likely require an expert's guidance.

Digital advertising success is all about finding the people who are most likely to need your service, and the nursing home business is no different. Targeting adults who are at the age to more likely have elderly parents, for example, is a good first priority, but there are even more specific parameters you can include. Talk to an expert about targeted advertising options including social, display, connected TV and more.

Brand reputation is a major part of success for nursing homes—which can develop reputations quickly, for better or worse. You'll need a two-pronged approach: reputation management and brand advertising like local radio, connected TV, social and display advertising. Both tactics will help build positive perception, awareness and credibility.

You're investing in marketing, so don't neglect investing adequate time and money to measure the ROI of those efforts. This requires someone who knows how to implement a multi-touch attribution plan to provide a true picture of how all of your efforts are working together to move the needle.