Online Marketing for Long Term Care

Marketing Strategies for Long-Term Healthcare

Who Uses the Internet When Looking for Information
About a Nursing Home? according to a 2006 study referenced on iHealthBeat.org
53%: Family of members of assisted-living residents
31%: Family of members of nursing home residents
23%: Elderly living in high-rise buildings
Facebook usage:
As of July 4, 2009, the percentage growth of Facebook users 55+ has grown 513.8% (from 954,680 to 5,859,160 according to eweek.com)
Twitter usage:
20% of users are 50+
45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group (according to eweek.com)
Web usage:
From 2005 to 2008, Web usage almost doubled for users 76+, and it increased about 10% for both users 40-44 and 45-49.

Corporate Page

Search Facilities
Social networking links
Patient focused content and imagery
Adds SEO value

Facility Page

Each location has its own landing page
Map and contact and brochure
Incorporate the social networking links

and blogs

Increases Conversion, SEO and PPC relevancy

Traditional Online Traffic
Existing &
Past Residents
IYP
MEDIUM
SEO
PPC
Google, Yahoo,
Yellowpages.com
Superpages.com
Google, Yahoo,
Yellowpages.com
Superpages.com
Google Adwords/
Content Network
VEHICLES
Targeted
keywords/
geographic
Targeted
keywords/
geographic
Targeted
keywords/
geographic
E-mail
Collateral
Bill Stuffers
Internal
SEEDING
DRIVE TO
Landing Page (Find a Facility)
SNEEZE
Join our BLOG, FACEBOOK PAGE, TWITTER OR NEWSLETTER

Case Study IYP and PPC
Skilled Nursing- Four State Campaign:
Internet Yellow Pages (2 months) :
125,000 impressions/month
Around 2% clicks
Fixed cost placement
Pay Per Click (5 months)
Over 2 million impressions
7.5% of clicks make a phone call… 22% visit the facility page
1 : 112 ROI

Social Networking
MEDIUM
FACEBOOK
TWITTER
WEB
VEHICLES
FB Page
FB Profiles
Launch of
new page
Twitter Profile
Influencers

Pages
Groups
Networks

(FB Advertising)
Influencer

Blogs
Sites

Influencers

10K-20K
Sneezers

(Magpie Ads)
SEEDING
DRIVE TO
Landing Page (Find a Facility)
SNEEZE
Join our BLOG, FACEBOOK PAGE, TWITTER OR NEWSLETTER

Case Study Social Networking
AMS- Male incontinence event (7 days to promote):
Males 55+ / Chicago-targeted event
Twitter: Over 1,000 followers and 360 clicks to the event
Event was filled
SeaBlue Prostate Cancer Walk
$16K budget for social networking instead of print
2 weeks results – 8 weeks to go
Facebook Page: 365 fans
Twitter Followers: 3,144 followers
Total clicks to site: 1,982 (anticipated from print: 1,000 clicks over 10 weeks)

Examples
Blog maintained by a resident of a The Clare, a senior high-rise on Chicago's Gold Coast:
http://seniorwriter.blogspot.com/
Blog is approaching 50,000 visitors
Ericson Living, a senior living facility, posted videos of their Wii Championship on YouTube: http://www.youtube.com/watch?v=Pzp8S_7yspM
Video has 628,845 views and 2,023 ratings