Previously on this blog, we stressed the need for Senior Providers to start directing their marketing efforts toward adult children, many of whom are stepping in to make eldercare decisions for their loved ones. Generally, adult children don't start looking into independent and assisted living options until a clear need has formed. In fact, many have already been working as informal caregivers themselves for a number of years.
Recognizing the decision-making power behind this demographic is one thing, but how exactly do you target adult children?
First, understand where their search begins
If adult children are involved in the eldercare conversation, they will seek out services online first. That means your website has to be visually appealing and provide clear, concise details about what you offer and how much it costs. This can be achieved without alienating older adults who are looking on their own as well. Consider dedicating a portion of your website specifically to adult children. This can cover issues like caregiver support for family members and how to identify their parents' eldercare needs.
Second, understand what they value and fear with regard to eldercare
Yes, price point matters, but more than anything older adults want peace of mind when it comes to loved ones. Many may feel guilty that they can't provide as much support as they'd like, and want to know that they can still remain connected to their loved one after this transition. Despite the attentive care that senior living communities provide, many adult children will need reassurance that they are not abandoning their loved ones, but taking a step to enhance their quality of life in a supportive and comfortable setting.
Safety is also major concern for adult children. Many may actually start looking into eldercare after an accident of some kind has taken place, highlighting their loved ones' potential vulnerability. With that in mind, you can speak directly to this community by emphasizing visibility and a constant but unobtrusive presence.
Independa's telecare services can address these concerns and more by providing expanded communication, visibility and ongoing communication that helps family members intervene on small, but significant problems and ultimately feel involved in their loved one's care. Our consumer-facing Angela interface has been expressly designed to provide a simple, centralized portal for older adults to reach out to loved ones, receive medical reminders and more.
Contact us through our online form today to find out how Independa can help you appeal to adult children.
