Patrick has worked in progressively more strategic leadership roles in Sales & Marketing within the Senior Living and Care field since 2002. He has lead the development of online, offline and experiential marketing programs for new and existing senior communities - as well as managed the strategic marketing and communications for a large senior care system at a corporate level.
As Vice President at Creating Results, Patrick McShane collaborates with clients on developing effective, tailored and relevant marketing strategies that directly connect to sales and awareness goals. His recommendations are informed (not prescribed) by his 20+ years in sales and marketing roles, inside and out of the senior living field.
Patrick found his true passion for senior living at Masonic Health System of Massachusetts (MHS), as a Life Care Counselor for The Overlook Life Care Community. In 2003, he assumed the Marketing Director’s role and helped lead the team to achieve 90% pre-sales a full year before the community opened.
Then he earned a promotion to oversee the sales, external integrated marketing program as well as internal communications for MHS. For his work in this role, he was named one of Central Massachusetts “40 rising stars under 40” by Worcester Business Journal, as well as Marketing Director of the Year by RLS (a marketing, management and development consultant). His greatest accomplishment however, was leading the team to outperform sales goals by positive coaching and creating a collaborative culture where everyone contributed to success.
Patrick’s other executive-level positions have been for firms in the construction industry and a public relations agency serving the technology sector. Working in these diverse industries, he gained unique perspectives that benefit Creating Results’ clients who want to motivate mature consumers.
He has been a featured speaker at many local and national industry events on sales, marketing and leadership topics. Patrick has a Bachelor’s Degree in Marketing from Bentley University and a Master’s Degree in Journalism from Boston University.
Relationship based sales, new community positioning and fill, existing community turn-around and stabilization, lead generation and nurturing strategies, community engagement, team-building and organizational development.
Best advice ever heard:
Don’t get caught up worrying about money or status. If you wake up in the morning and look forward to the job you are going to do that day, you have picked the right career…as long as it offers decent health insurance. – My father, Gerard McShane, told me this often.
It’s in a city with rich history. I’m right in the middle of everything, walking distance, no driving. There’s great theater, restaurants, museums and a sports venue nearby. I slip into a Ruth’s Chris Steak House and sip my Woodford Reserve as I breathe in the aroma of the New York Strip as it’s being delivered to my table. Then, off in-the-distance, I hear the crisp shuffling of cards to begin a game of Texas Hold ‘Em.
“The only man who never makes a mistake is the man who never does anything.” This is a quote from Theodore Roosevelt that has been advice given to me and advice that I have given to others on numerous occasions throughout my life.
Back in 2010, we extolled the benefits of using radio to market to Baby Boomers. But we warned you then that very soon traditional radio wouldn’t be the only game in town. Well, we were right, and we were wrong. The era of audio marketing is upon us. With increasingly tech-savvy seniors, it can be […]
Many active adult and senior living communities are marketed as 55+ or 65+ communities. And yet, when younger seniors (prospects ages 55-64) visit these communities in person, they may struggle to find residents as young as they are.
While industry professionals may have visions of communities where younger, more vibrant seniors make up the lion’s share of the population, making that transition is tough. But that doesn’t mean that your community shouldn’t try to attract youngers seniors — you just have to know what resonates with them. Here are four ways you can attract younger seniors through your marketing.
Having a community sales center that “wows” is a vital part of converting prospects into residents. It’s the bricks-and-sticks part of the sales process and gives prospects a place where they can look, feel, touch and experience your community and all it has to offer.
Baby Boomers are no longer new to social media. Many have adopted apps such as Facebook, Instagram and Twitter in their daily lives, yet marketers are still hesitant to market to this demographic, thus neglecting an audience of more than 76 million people in the US. In this month’s roundup, we look at why marketers should market to older adults through social media, and the best ways to do so.