Senior Living Communities Success Story -
Challenge: A 75-year old long-term care provider affiliated with a fraternal organization had focused on providing skilled nursing and board and care services. The 80-acre campus was undergoing a major expansion and renovation to begin offering a full continuum of care. The development was not only resizing the mix of current services on the campus, but was adding a number of new service options. These new options included development of a transitional care unit, a dementia unit, assisted living apartments, cluster homes, a clinic and a town center. The new services and units were coming on-line at the same time and the organization was stressed because of the turmoil of construction, as well as the stress of trying to define the services that were outside their traditional care model. Staff was extremely inexperienced in marketing and promotional efforts because they had historically been able to rely on referrals from the fraternal organization with which they were affiliated.
JCS Solution: We worked with staff to prioritize the critical issues. We refined the new services to be offered, provided a detailed analysis of market opportunities, developed the concept introduction strategies and coordinated staff activities to implement the plan. We determined the specific actions to be undertaken to build a base of support for the project expansion from the client’s primary referral sources, local health care community, and to build stronger relationships with the surrounding neighborhood. We developed an integrated marketing plan that focused resources (staff, time, and money) and coordinated the opening. We ensured that the plans were consistent with the organization’s overall master plan, mission and strategic vision. We developed strategies to preserve and maintain its core affinity-based target market while expanding its local customer base.
Results: Our client achieved accelerated market acceptance of all their new services and attained their business goals well ahead of schedule. We were subsequently retained to develop a marketing plan to help them recruit more than 70 new employees to service this major expansion. Today, this campus houses approximately 450 residents in independent living, assisted living, as well as board and care and 24-hour skilled nursing areas.
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