Nursing home marketing is very different from other types of marketing and requires an in-depth knowledge of the terminology involved in senior care, in addition to an enhanced understanding of the intended audience. Not only is choosing a nursing home fraught with emotions for the person inquiring, it’s also usually very expensive. As such, potential clients often want to pick up the phone and speak to someone personally as soon as they’ve completed some preliminary research.
You should be careful to only run ads when you have staff on hand to respond ASAP and ensure you have a slick, easy-to-follow call to action on each page of your website. One of the biggest frustrations for consumers is wanting to get through to someone and not being able to. In the early stages of research, potential clients are likely to be unforgiving and flighty, so it’s crucial that you get it right from the moment they click on your nursing home’s page.
Nursing Home Industry Terminology
Our agency has worked extensively with decision-makers in nursing homes and other types of senior living facilities, so we understand the nuances of the terminology involved. We also know it can be confusing and frustrating for potential clients when the wrong language is used, so we never produce inaccurate content.
Some of the most commonly misunderstood definitions include:
- ADLs: Activities of daily living is a term that describes tasks such as grooming, bathing, toileting, eating and transfers. This is a specialized term that can sound clinical out of context, so we’re careful about how we use it.
- Assisted living/residential care/personal care facilities: Assisted living is a specific type of senior living facility that falls between nursing care and independent living.
- Home care vs home health care: Home care and home health care are often confused with one another, and they share similarities. However, home care primarily provides companionship and some assistance with tasks such as shopping and cooking, while home health care is provided by trained medical professionals and includes limited health care provisions.
- Palliative care: Some websites confuse palliative care with end-of-life care, but it’s actually just a type of care that improves the quality of life for residents and their families by relieving pain and stress associated with serious illness.
- Resident: In most instances, it’s appropriate to refer to the older adults in a nursing home as residents or clients as opposed to patients.
These are just examples of some of the words we’ve noticed are regularly misused or misunderstood. Our team is extra-sensitive to the unique needs of seniors and their families as they go through the transition into nursing home care.