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Creating Results

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Sun Health Senior Living

Sun Health Integrated Marketing

Sun Health Integrated Marketing

The Situation

The Senior Living division of Sun Health was looking for a marketing partner to help them with creating cohesive position for their three expanding Life Care Communities. As Sun Health Senior Living had evolved from a local hospital system, they needed to create awareness within the market that they offered much more than traditional hospital care. 

Sun Health Integrated Marketing-situation

The Strategy

Sun Health Senior Living is in three Arizona cities: Surprise, Sun City West and Litchfield Park. They want to be known for more than just age-qualified housing, but also “population health” services through advocacy and tools for healthy living, research and superior health care. To achieve that goal, Sun Health Senior Living needed an integrated marketing program that reflected the parent organization’s brand promise in a way that would resonate with their prospects. And, as plans were in place to begin significant expansions at two of their communities, the sales team needed fresh leads and nurturing strategies to help them close.

The Solution

To begin our partnership, Creating Results used our Communication Strategy tool to concisely capture all the branding work Sun Health Senior Living had underway into their “why” statement. This positioning statement answers: “Why should consumers care about Sun Health Senior Living?” This statement was translated by Creating Results’ creative team into a lead-generating creative campaign.

The Results

The imagery and copy reflect Sun Health’s position of being a leader NOT in “care” but in “HEALTHY LIVING.” This departure from traditional senior living messaging resonates with people that Sun Health wants to attract.

As seen in the ads above, the creative look and imagery used was a departure from most senior marketing, reinforcing with powerful language and imagery the unique selling features of the communities. The multi-channel marketing strategy delivered 871 new “top of the sales funnel” leads to the senior living communities within the first 6 months.

Best performing channels for new lead generation:

  • Content Marketing (via an eBook offer that highlights one of the key lifestyle offerings at Sun Health): 50 downloads within first 2 months of promotion
  • Gmail Lead Generation Campaign (using a product offered through Creating Results’ Google Certified Partnership): 9,164 impressions, 1,790 website clicks and 22 conversions to lead in first month
  • Traditional Print Media (with responses tracked using unique URLs and phone numbers) earned: 420 leads within first 6 months

Sun Health Integrated Marketing-results

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