BY Adam Ambro
Challenge: Bringing in new clients for a multiple-location assisted living facility
Courtney Carter, a senior account executive for WHO13 TV, has been selling media for over a decade at her current position, and she has been using AdMall nearly all that time. One day, an idea to approach multiple assisted living facilities sprung to mind after she decided to use AdMall’s prospecting tools.
“I prospected opportunities by month on AdMall and found ‘National Assisted Living Week’ in September. I put together a joint campaign for six assisted living facilities and/or placement agencies for a one-week campaign,” said Carter.
Solution: Framing an ad campaign around a specific weeklong event
National Assisted Living Week is an annual event dedicated to celebrating the individuals who reside in assisted living communities and the staff who care for them. This event proved to be the perfect framing device for Carter and her team in developing their assisted living facilities ad sale.
“Each client was a part of an educational PSA 60-second spot where they got to say a portion of the script in the commercial honoring the communities, the residents and the caregivers,” said Carter. "[The commercials] ran on our main station plus our [website]. Each business also received a three-to-four-minute segment on our lifestyle show and a week of our news app opens to go along with it.”
Result: Happy clients and happy sales reps
“All slots were sold to new businesses [as part of the assisted living facilities ad sale],” said Carter. “I personally sold three, [which resulted] in $6,300 in new business revenue in one week, and a few other co-workers each sold one to get us to our goal of six.”
The total for all six locations combined amounted to $12,600 for just a single week.
As Carter plainly stated, “All the clients loved it.”
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More About: Assisted Living Facility
The U.S. assisted living facility industry is positioned for significant growth, driven by unprecedented demographic shifts as the baby boomer generation ages into the primary user cohort.
These businesses provide assisted living services for seniors and operate in the large senior care industry. These services are for those who wish to remain independent but still need some assistance with day-to-day living. Note that facilities do not provide skilled nursing care, which differentiates them from other businesses within the senior care industry. Facilities may be owned and operated by a single-company care provider, managed as a fee-based service by a care provider with capital backing, or leased by a manager/operator from a financial institution.
Assisted living facilities are regulated, and the type of care and services that they can provide is determined on a state-by-state basis. Primary payment types are private pay, Medicaid and privately purchased long-term care insurance.
The U.S. assisted living facility market size is valued at approximately $65 billion. Nearly 818,800 people live in assisted living facilities and nursing homes, which represents 0.2% of the U.S. population and 2% of U.S. seniors.
There are approximately 30,500 assisted living communities with nearly 1.2 million licensed beds in the United States today.
