Brand Awareness Campaign Improves Skilled Nursing Census
Mulberry Health, a CCRC in Mulberry, Indiana, reach out to the Creating Results team to help address the community’s declining census in its short- and long-term care units. The community’s distance from Lafayette — about 15 minutes — was determined to be its biggest challenge given how much closer its competitors were to the city.
After uncovering Mulberry’s unique selling propositions, our team was able to re-position the community to address prospects’ needs that its competitors weren’t addressing. We did this by conducting research among internal stakeholders, as well as prospects and referral networks, to determine what families are looking for most when choosing a community for their loved ones and how Mulberry could provide this.
As we looked to increase Mulberry Health’s awarness in the market and build affinity for the brand, we developed an integrated marketing plan to promote the community as the top choice for senior care in the area. We also overhauled the sales teams’ customer relationship management (CRM) system to be more efficient and bridge any gaps that existed between the community’s sales and marketing.
Just 6 months after the launch of the integrated marketing plan and new creative campaign, Mulberry’s occupancy reached its highest point in years. In addition, the number of referrals to the community increased by 25% and improvements to the CRM reduced the time from initial inquiry to sale.