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How to Create a Successful Marketing Plan for a Senior Care Business

A keen understanding of your target audience is one of the underpinning principles of marketing. Any good marketing strategies must, therefore, focus on the 3 Ms: the medium, the message, and the measures of success. Owners of home health care agencies must get the 3M formula right if they want their business to be the agency of choice. This article outlines how to use the 3Ms to create a winning marketing plan for your home health care agency.

The Medium

The face of marketing has changed over the past decade. Traditional marketing, such as radio and television ads, still has its place. However, the strong appeal of social media has made the internet a more affordable and lucrative medium for reaching potential customers.

A marketing plan for a home care agency must be two-fold. It must have a component that targets the adult children of seniors and another component that targets seniors in need of home health care. Each demographic is reached through a different medium. Digital marketing can be used to reach the adult children of seniors. More traditional forms of advertising would be better suited for reaching seniors in need of home health care.

The Message

The medium and target audience influence the campaign’s message. The message you craft must answer the following questions:

  1. What is the purpose of the campaign? Do you want to educate the children of the elderly about the benefits of home health care? Do you want to make potential customers aware of an upcoming promotion? Pinpointing the campaign’s purpose makes it easier to measure its success.
  2. Who are you targeting? Your target audience must be able to relate to the language used in the campaign. This is also true for the imagery and music used. An ad that someone can’t relate to is immediately dismissed for the person’s mind.
  3. What is the best format to use? Are you going to use the written word, audio, visuals or a combination of any of these options?
  4. What is the call-to-action? All good marketing campaigns have a clear call-to-action. A call-to-action essentially tells the viewer what to do. For instance, the call-to-action for a Facebook ad could be clicking a website link.

Measuring Success

Assessments are integral to any learning process. Society judges us based on our ability to pass standardized tests. Similarly, a marketing strategy must have some measure of success. It’s the only way you’ll be able to learn what works and what doesn’t. You can use coupon codes, for instance, to gauge how many people are really responding to your campaigns.

There are many elements to consider when creating a successful marketing campaign for a home health care agency. The 3M concept provides a blueprint for making a successful marketing campaign. Use it as your starting point and do additional research to fill in the missing pieces.


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