Marketing senior living can feel overwhelming for those not prepared for the challenge of juggling numerous campaign roles, such as analytics guru, SEO expert, sales vendor, and marketing calendar manager. On top of all that, you have to figure out the best way to allocate your marketing and advertising budget to reach the optimal audience spread and keep your leads and occupancy at a desired level for your facility.

There are several trends that you should take into account when evaluating your senior living outreach budget:

Seniors are more digitally savvy - Most searches for senior living begin online these days, and so having a web presence and active digital brand is essential for any impactful marketing and advertising initiative. In fact, 6,000 online searches concerning senior care and senior living are made every hour in the US.

Seniors are increasingly mobile - Investing in mobile marketing and click-to-call advertising has been shown to convert 30% more than just web-based outreach. Fortunately, seniors and their caretakers are on their phones more than ever, so investing advertising with “Call now” CTAs can help accelerate sales and drive more leads.

Senior living has become highly competitive - A rise in senior living facilities has now combined with in-home care options and other alternative care methods, cluttering the ad space. At the same time, 60% of senior living marketers and advertisers have seen a stagnation of their budget in the past year.

With those in mind, here’s a main process way to break down your senior living marketing budget. It just takes a little math on your end.

When you are marketing medical device sales or services to the healthcare market, every dollar has to count for maximum ROI. But where should these advertising and marketing spends be invested in? Unfortunately, many medical device vendors rely on erroneous assumptions and unreliable historical data to inform their device marketing budget for the upcoming year or quarter.

Overcoming the Obstacles of Medical Device Advertising

What’s one of the most significant problems when advertising medical devices for the modern healthcare provider or clinic? It’s not the fact that there are countless brands and product lines cluttering up the market. It’s not even the highly technical nature of most medical devices that require effective advertising to convey exactly what the device is good for.

Nor is it often the high price point that most medical devices come with. After all, if the device is as great as you’re making it sound, doctors and health industry executives should see the realistic investment they’re making in a device purchase or rental, and the positive impact it will have on long-term patient care.

The biggest obstacle? Most of your target audience barely has the time to care for patients, much less pay attention to the overwhelming amount of medical device advertising that comes their way.

How do you stand out from the crowd and convince doctors and patients alike to give your message the time of day? Here are some strategies you can apply to your medical device marketing and advertising campaigns.

As a senior living facility, you might think it’s easy to identify and connect with your target audience. After all, it’s right there in your business description. Seniors. The aging and elderly part of the population who require increasingly intensive and specialized care as they transition through their final phases of life.

Yet how well is your business actually prepared to engage this customer demographic? The likelihood is you’re operating under some older assumptions about seniors and their needs, and are overlooking branding opportunities that could spur growth for your living facility.

The best way to market any medical device depends on the specific product and, therefore, who you’re marketing to. Success comes from tailoring content and campaigns to match your targets’ needs and interests, as well as where they are in the buying cycle. So the first step is creating marketing personas that represent each segment of your target audience.

Once you have clearly defined your key targets, you can flesh out your medical device marketing strategy with content you know will be well-received.

Choosing a marketing agency for your retirement community can feel daunting. It is essential to find a team that inspires trust and confidence in their ability to achieve strong results with strong ROI. But it is equally essential to find a team of people you like – people who make you feel comfortable as well as inspired – because successful marketing is a partnership.

Perhaps your medical devices are so unique and miraculous that they sell themselves.

You Cannot Have One Without the Other

Ah, CRM. It’s one of the most common acronyms used by sales and marketing professionals these days. But are we talking about Customer Relationship Management, or Customer Relationship Marketing? The truth is, you can’t have one without the other – at least, not if you want to grow your medical device manufacturing business.

You can’t attract attention to your brand or your specific products, or expect to keep prospects interested, without “catchy” content. You can’t track your content’s performance or engage with individual leads, without the right tools. That’s why we speak of CRM in two somewhat different but equally important ways.

Differentiation Among the Masses

To sell your medical devices, you have to introduce them – and your company – to prospective buyers. Sounds simple, but selling successfully in your highly competitive marketplace requires well-honed, strategic effort.

Thanks to an aging population and advances in medical science and technology, there is greater need for a wider array of medical devices than ever. That’s good news, but it also means you face ever-tougher completion. Standing out in today’s cluttered marketplace is critical. To do that you must pivot from relying on traditional, old-style marketing strategies to focusing on newer, more effective medical device marketing strategies.

Facebook is Still a Powerful Tool

Why Facebook? Your company manufactures medical equipment, so at first glance it may seem that Facebook would be a poor fit as a marketing tool. However, nothing could be further from the truth. In fact, you really can’t expect to improve your brand’s visibility, sell your products, and grow your company without a strong Facebook presence.

Physicians, dentists, clinic managers, hospital department heads and procurement managers, even distributors who might rep your products – they are all marketing targets for medical device manufacturers. And you can reach all of them on Facebook. You can build brand awareness, brand trust, and brand advocates.

Sounds great, right? But how can you reap all those benefits?