Enrollment & Sales | Marketing | Social
For leaders in services for older adults
Issue #139
Working in senior care does not create automatic empathy.

For some care workers (including professionals and clinicians), the work can cause people to create a protective wall around themselves.

A major senior living provider discovered their staff was *lacking* in empathy, and the entire corporation is undergoing empathy training in 2019-2020.

Empathy begins by being intentional. We must want to understand another person's thoughts and feelings.

If you're an enrollment rep or clinician, here is one exercise to kick-start empathy:

When you next encounter your customer, take a moment to glance briefly at their shoes. Then think of yourself wearing their shoes -- probably not very comfortable, ill-fitting and very different from your own. 

"Let me walk in this person's shoes."

And in their shoes, you are not a magical answer to all their problems. You are a potential threat to their independence, a potential scam, another potentially bad decision. 

So slow down. Build rapport. Ask questions. Listen.
Enrollment & Sales
A Step-by-Step Guide to Rapport
This is a guide for software salespeople, but it applies to every customer or client enrollment. Especially, "play the long game."

7 B2B Sales Techniques
Looking for B2B sales techniques that will help you in selling into corporations and large organizations? Here are 7 powerful techniques based on 5 years of interviews and research.

Here are 3 insights for the social media marketing funnel, from this week's Facebook Boost event in Oakland.
  1. What Facebook says and what's good for you can be 2 different things. For example, FB wants short videos, because this keeps people scrolling through their feed and seeing more ads. But long-form videos perform very well, according to data I am getting from other advertisers. My advice: go long.
  2. The pixel is smarter than us. No amount of precise targeting can match the strength of FB's artificial intelligence. Let FB find your audience, and the pixel will do the work in retargeting.
  3. Creative counts more than ever. More advertisers are putting in the time and money to produce great creative (read: video, copy). High quality photography and clear, emotional copy are winning.
Get better at picking creative ideas
"We kill a lot of our best ideas early in the creative process without knowing it.

Brand Storytelling 3 Ways
Do brand storytelling that serves as a differentiator and memorable opportunity.
Benchmarking Business-to-Consumer Content Marketing
Discover what the most successful content marketers are doing: Benchmarks, Budgets, and Trends.

Pitch ‘Category Creation’ to your CFO
If your product stands out, create your own product category. This podcast will inspire your program.

Senior Care
Active Adult Rental
87% of industry professionals are pursuing active adult apartment rental projects. But  multifamily developers dominate. Senior housing must face questions about how to engage customers.

Fewer Medicare Advantage plans offer supplemental benefits, including home care services.

Part-Time, Low Wages = 50% Caregiver Turnover
Massachusetts wages for home care workers are $13 to $14 an hour, barely above the $12.75 minimum wage. Many of these workers work part-time. This combination creates unsustainable annual turnover rates over 50%.

Social Media Shareables
Connect with your customers, and with family caregivers, by sharing these curated picks.
For the Holidays, the Gift of Self-Care
A Buddhist teacher offers five simple steps to quiet your mind and soothe your stress any time of year.

Wheelchairs On Planes: Why Can't Passengers Use Their Own Onboard?
Many buses and vans can safely accommodate and restrain a passenger's wheelchair, but airline passengers are required to transfer to the plane's standard seat. A grassroots group hopes to change that.

Family caregivers inspired to plan for old age
“I want more companionship,” she said, “multi-age companionship in a group, and people who share some interests, and stay as involved as I can in growth and development and health.”

Vatican leaders called to support dementia
"We are used to asking people: do you live alone? Actually we should ask: do you feel alone? Because this makes the difference."

Half of US middle-agers fear dementia
Half of middle-aged Americans believe they’re “somewhat” or “very likely” to develop dementia. Many try to beat the odds with supplements that aren’t proven to help.

Americans near 50, not 30, buy homes
The median age of the U.S. home buyer is now 47, compared with 31 in 1981.

Photographing Father
Exquisite, compassionate, vulnerable, life-affirming photos and words 💔🙏 "I Shared The Last 17 Days Of My Dad’s Life In Pictures To Break The Silence Around Death"

Older Coloradans Updating Tech Skills
Older adults know how to use technology. Now they want to learn how to buy crafts on Etsy and do more on social media.
Billboard Title
Billboard Title