The “home.” The raisin ranch. The drooly dropoff. These are some of the terms consumers have given senior living communities over the years. And silly as they may seem, they are among the hardest perceptions for providers to shake off, according to Jeremy Johnson, vice president of creative at Kansas City, Missouri-based senior living marketing and advertising agency GlynnDevins.
“I’m not making this up. This is what we hear,” Johnson said Tuesday at the LeadingAge Illinois conference near Chicago. “This is scary stuff.”
The good news is, there’s an antidote to these toxic notions. It’s going to take a radical change in the way senior living marketers tell stories. Doing so will be crucial if senior living providers are going to increase their penetration rate, considering the vast majority of older Americans say they would prefer to age in place in their homes.
“We have been selling ourselves short,” Johnson said. “I want to have a call to arms and say, let’s step up our game.”
Read the full Senior Housing News article that recaps Johnson’s presentation and challenge for marketers to avoid “old ideas.”