In senior care marketing, there is so much that is off-camera. We believe that if prospects saw reality, they would be saddened or put off. And, we are afraid to take on competitors head-on. But there is comfort in addressing life as it really is, a sense of relief and honesty.
If you want what you've never had, you have to do what you never did.
Creativity is a bold act. Here's an ad that creatively breaks a taboo and makes women everywhere say, "finally!" This video shows a woman ACTUALLY shaving REAL hair. Most shaving adverts only show women shaving their already bare skin.
Now that you've seen the video, it doesn't seem so odd. But before Billie's video, nobody had ever shown shaving like this.
Is there an area where marketing is afraid to go? Something nobody in your business will show, but everyone knows exists? Could you take on this reality with grace or humor?
Caregiving marketers could break taboos with video marketing. Here are 4 taboos that can be broken through specific video concepts.
Taboo 1: Service Isn't Always Perfect
The caregiver call-off: Woman getting ready in the morning to go to work. She receives a phone call. "Your regular caregiver can't come to work today." Woman is instantly let down. "However we have 3 other wonderful professionals who can be there in 15 minutes..." Woman is visibly relieved.
Taboo #2: Customers Feel Guilty
Caregiver guilt: Man feels guilty leaving dad home with a caregiver while he go to work. But the caregiver is trained in dementia care, and she connects with dad. She takes him to a diner and play music from his childhood on the table-top jukebox. Man receives a text from the caregiver and is comforted.
Taboo #3: Don't Mention Competitors
Transportation shortfalls: Uber driver helps man #1 out of car and drives off. Man walks towards the office building, not sure what to do next. Behind him, the "Silver Rides" car pulls up, driver helps man #2 out of car, and walks his customer into the building and up the elevator. On the driver's way out of the building, he sees man #1 again, and helps him into the building too.
Taboo #4: Outsiders Find Us Depressing
Memory care: What is a day in the life of a person living in the memory care wing? If you're a provider who invests in training and staff, you have enriching activities, friendships, romance, movement and meals. Why not look at all the positives of how the residents experience their community? Instead of hiding, come out into the open.
Much senior care marketing looks and sounds the same, and draws on the same pool of stock images. The way to be memorable -- and reduce your marketing spend -- is to do things no one else is willing to do. Break the chains of tradition and bring creativity into your story.
Talk to us if you want to get creative.
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