Our country and the entire world face uncertain times due to COVID-19. One thing for certain is the strong impact COVID-19 has had on senior living and congregate care communities! The NY Times reports as of September 16^th that 7 percent of our country’s cases have occurred in long-term care facilities, yet deaths related to COVID-19 in these facilities account for about 40 percent of this country’s pandemic fatalities.

In light of these figures and the highly publicized infection-control issues in senior living and congregate care communities (independent living, assisted living, memory care, skilled nursing, CCRC and rehab), they are encountering new challenges in securing new residents and/or patients. Making matters worse, are the stories of isolation and depression that residents are experiencing due to the medical necessity of policies including no visitation and quarantine in one’s room or apartment. All of this is driving seniors to seek alternative ways to living and remaining safe and healthy.

Regardless of how well your specific senior living or congregate care facility has fared, the overall perception has deteriorated. However, with the right brand and branding strategy, you will navigate these difficult times and attain in an even stronger position.

What Is Branding? 

Well before the onset of the pandemic, most professionals in your industry and others providing healthcare services understood that branding is critical. Now it has become even more crucial. Yet, branding is often misunderstood. It is not limited to the name of your brand, logo, brand identity mark, or tagline. Branding of senior living, congregate care and other healthcare services certainly includes these unique identifiers but is much larger.

Branding is the sum of every experience a person has with your organization. This includes your signage, marketing materials, décor, online and social presence, your front desk welcome person, the voice on the phone, and of course, the quality of care and overall experience at each interaction with your organization. Your branding is the sum of it all!

What exactly is your brand?
It is the…
-vision                                     -personality
-mission                                  -presence
-promise                                 -reputation
-philosophy                           -capabilities

and style of your brand. Individuals form their impression of your senior living, congregate care and other healthcare service brands based on all of these. It is critical to take charge of this perception by creating a compelling brand, unique from your competitors. A brand that resonates with your audience’s current state of mind.

What is the State of Your Senior Living or Congregate Care Brand?

Speaking of the current state, do you know where your brand now stands? A branding ‘audit’ is a necessary first step in identifying how your brand and your organization are viewed by others. This provides a clear understanding of your brand status and where it needs to be heading.  Similar to the content covered in my insights, intelligence and planning blog, a brand ‘audit’ gives you gives you the intelligent insights to inform your brand strategy and plan.  

Why Is Branding A Critical Success Factor in Senior Living and Congregate Care?

Branding is an essential part of success. It extends further than your name or logo and includes defining (or refining) your brand strategy, architecture, and standards. The way your organization communicates your brand and branding messages are at the very core of marketing. Your unique value is conveyed through your logo, marketing materials, digital presence, videos, ads, socials and consistently throughout all the elements of your plan.

Growth of the Senior Living and Congregate Care Market

The senior living and congregate care market is certainly growing and ripe for your branding…

-As reported by the US Census Bureau, the senior population will continue to grow. By 2040, the population of those 85 years and above will triple from 5.7 million to 14.1 million.

-And, the Population Reference Bureau reports an expected increase in the number of Americans ages 65 and older requiring nursing home care” by up to 75% – from 1.3 million (2010 estimate) to 2.3 million in the year 2030.

-The NCAL shares that seniors can choose from nearly 30,000 assisted living care communities in the US.

Critical to your success and ability to remain competitive in this growing market, you must take action now to establish and maintain a strong and reputable brand in the eyes of an audience who will select from an abundance of choices.

Is Your Brand Responsive to the Current Market?

As the COVID-19 pandemic evolves, your brand and messaging must remain agile. Ask yourself if you responding and pivoting as needed to stay relevant. Considering how the needs, questions, and concerns of your audience may have changed based on the impact of the pandemic. It is a necessity driven by COVID-19 to have your branding shift to reflect and align to the new market dynamics.

Is Your Branding Aligned to the ‘New Normal’ Created by COVID-19?

Brands that take branding and planning seriously will find opportunities to be greater than the challenges currently facing them. As COVID-19 continues to impact us domestically and globally, it further complicates senior living, congregate care and all healthcare services branding.  Rather than a ‘wait and see’ approach, now is the time to really think about your branding strategy to ensure it remains relevant to your audience. Then, you are  ready to define or refine your brand and messaging to align to the impact of COVID-19 and what has become our ‘new normal’.

Have your strategy, brand and branding adjusted and aligned to the ‘New Normal’ in senior living, congregate care and healthcare services? If not, let’s chat!

Marketing Matters based in Stamford, CT in Fairfield County serves healthcare organizations including those providing senior living and congregate care: independent living (ILF), assisted living (ALF), skilled nursing (SNF), Continuing Care Retirement Communities (CCRC) rehabilitation services and other healthcare providers in CT, NY, NJ and throughout the US. We help you better understand, define, and develop your brand and branding to stay relevant and aligned to the dynamics, needs and realities of the market.  For questions or to learn more, contact us by phone at 203.329.7773 or online.