By Pamela Tabar, Long Term Living Magazine
"Long gone are the days when static advertising and single-track marketing alone got the job done, and the sooner long-term care (LTC) communities realize that, the better, said a panel presenting at the LeadingAge Annual Meeting and Expo in Boston. LTC marketing is all about individual engagement now, and traditional advertising alone is seeing its limits.
'Advertising is mainly pushed out to everyone in the same form. Engagement is about turning people on in a customer-oriented way,' said Beth Spohn, Director of Business Development at Creating Results-Strategic Marketing, Woodbridge, Va. 'Engagement requires you to get to know each target person. What are their preferred platforms or channels? How do they like to communicate?'"