More than 40,000 long-term care residents and workers have died as a result of COVID-19, according to an analysis from USA Today. (CMS stats shown this closer to 26,000.) These alarming figures and other issues raised with controlling the COVID-19 virus in congregate care settings has fueled added interest for in-home care medical and non-medical care solutions. The perception of Skilled Nursing Facilities (SNFs), Assisted Living Facilities (ALFs) and other long-term care facilities has dramatically changed due to COVID-19.

Solutions for providing in-home medical or non-medical care, are gaining greater momentum. In fact, over 50% of family members are more likely to choose in-home care for their loved ones than they were prior to COVID-19, according to a survey from health care research and consulting firm Transcend Strategy Group.

Is this all from COVID-19?

The number of adults age 65 and older has continually risen, as has their preference for aging in place. Prior to the onset of COVID-19, many were already seeking in-home medical and non-medical care services for the support necessary to remain in their own homes. The demand for home-based care has further accelerated as a result of the COVID-19 pandemic.

COVID-19 Impact on In-Home Medical and Non-Medical care

COVID-19 has placed unprecedented demands on the entire health care system and has been particularly devastating for seniors and those managing chronic medical conditions.  The news reports have built our awareness on just how quickly COVID-19 and others can spread through a congregate care facility including Skilled Nursing (SNF), Assisted Living (ALF), Rehabilitation Centers, and other long-term care (LTC) residential communities.

The anticipated result is that even more seniors will seek the services from in-home medical care and/or non-medical care providers. They (and their families) realize that remaining at home can drastically reduce the risk of contracting COVID-19 and other transmittable diseases.

Capitalizing on Marketing (and Branding) 

The timing and perception have never been more favorable for your business. It now puts you and other in-home/at-home medical and non-medical health care providers in the driver’s seat for marketing an essential, effective, convenient and currently perceived less risky care alternative for those needing medical or non-medical care to remain in their homes.

While there is no one-size-fits-all answer, there is a common approach that will work well.

Assessing Your Brand and Services

The COVID-19 news reports on CT, NY, NJ and other US locations rates of hospitalizations and fatalities associated with residents of congregate care communities have created a great deal of negative perception for these business.  To leverage this current situation to better market your brand and services, you must first really understand how your brand and offerings are currently perceived based on the COVID-19 impact. How do you do this?  By asking the right questions of the right people.

Gathering Meaningful Insights

You can do this by yourself; however, there are some downsides to this. Many respondents are not as honest, transparent, and forthcoming with their input and feedback when you are directly asking the questions.  Often, they feel they cannot be as candid with you as with an objective third party. Secondly, you have to know the right questions to ask to actually get meaningful, actionable insights. Lastly, you need to know what you can and should do based on the information you gather.

Translating Insights into Intelligence into Planning 

Timing is key.  Remember, you are in the driver’s seat. Your direction and course of action will vary and are dependent on these new insights. This gets back to the reason why there is no one-size-fits-all solution. Yet the one commonality is that gathering information and insights is the first step to setting you on the right path and informing you how to best proceed in marketing your brand and services as the ideal option to residential care in CT, NY, NJ and throughout the US. It all starts by learning and understanding your brand and how your services are currently perceived by those in your market since the COVID-19 pandemic.  It is then you will be in the driver’s seat position to leverage time and marketing.

Marketing Matters based in Fairfield County, CT serves healthcare and home-care organizations in CT, NY, NJ and throughout the US. We help you gain the insights and intelligence needed to inform planning for your brand, marketing, communications, and sales enablement, and help you execute them as needed. 

If you are ready to get the insights and intelligence you need during these times to develop the right strategy and plans, don’t wait… contact us today at 203.329.7773 or online.