Trending Now: Adult CareThe Top 5 Ways to Overcome an Industry Stigma
An unscientific survey of passersby on the street reveals there is a bit of a stigma when it comes to adult care and nursing homes. Though that’s not a surprise, is it?
But adult care providers need not operate in the shadows of this stigma because there is always an opportunity to change the conversation.
To get started, here are the top five most effective channels for overcoming a stigma.
1. Brand: Starting Over
The biggest hurdle to overcome, and arguably the most expensive, is creating a new or revived brand. This includes internal channels as well as external ones, from business cards and signage to ads. It might be as expansive as redesigning your logo or as minor as simply updating it. Reinvigorating a brand is tricky territory. You don’t want to undermine all that you have developed and invested in over the years, but it may be a necessary step in changing perceptions.
2. Website: Getting into Position
Your website is an effective platform for telling a more comprehensive story. Certainly, audiences recognize websites as being biased but this doesn’t discount the value they offer in positioning oneself. This is ground zero for driving a dialogue: it is the foundation for all search activity and for expanding upon all other communication efforts. Websites should be rich with a variety of content, including both bite-size and long-form pieces.
3. Social media: Joining the Conversation
The conversational nature of social allows you to develop a voice and personality in a natural and authentic way. The operative word is authentic. Social is not simply another platform for broadcasting advertising messages, rather it is a place to address questions, concerns, receive praise, and—above all else—show a genuine side to a local business. Those who are most successful bring their brands to life and create deeper, more meaningful connections through the use of social media.
4. Storytelling: Changing Perceptions
Longer-form investment channels with broad reach, such as branded content, provide an opportunity to reach audiences who may have been turned away by their preconceptions and perceived stigmas. Once again, breathing life into your brand with a human touch—and leaning into the natural preference for stories—is an effective way to get folks to listen a bit longer and consider your message more deeply.
5. Video: Moving Audiences
Simply telling your story is not enough; you have to show it, and the best way to do that is with video. Perhaps you have a newly renovated property, or a lush garden, or top-notch facilities and amenities—pictures are great, but video adds a dimension that brings folks into your space unlike any other medium.
Focus on Execution, not Investment
Tackling these five channels are not an insignificant investment across many resources. Start small—you may not have the assets, capital, and bandwidth to make a sweeping update. Prioritize a list based on importance, investment, and time to execute.
We can help!
Let’s face it, overcoming a stigma is tough. If your list seems to be never-ending, or if you’re overwhelmed and unsure how to get started, we are available to make your efforts more manageable. Connect with us or give us a call at 607.798.1325, and let’s grow your business together.