BY Adam Ambro
Challenge: Creating an effective assisted living digital ad campaign to alleviate occupancy problem
Olivia Gwyan, an account executive for OnMedia, has only been selling media for two years and learned AdMall immediately when she started. Because she had a baseline knowledge of where to start her sales process, she was able to approach a local assisted living business that needed help with their marketing strategy. The company didn’t know that an assisted living digital ad campaign would be able to help them increase revenue.
“[The company] is an assisted living facility owned by [the CEO], who is also the admin for all three locations,” said Gwyan. “They were facing a decline in occupancy.”
Solution: AdMall’s Top Product Categories
“By analyzing the [information the client provided] regarding their lack of marketing efforts, alongside the data obtained from AdMall, I was able to identify the key factors contributing to their low occupancy,” said Gwyan. “AdMall highlighted effective marketing strategies implemented by other businesses in the industry to address similar challenges." This gave Gwyan the necessary information to create an assisted living digital ad campaign.
“I sold them [display geofencing, sports OTT and SEM]. I used the [top products sold] pie chart [from AdMall’s local account intelligence report] revealing the most common [services offered by] the assisted living industry.”
“Along with insight on how to increase their occupancy by having more events for residents, AdMall provided reasoning for low occupancy due to rising labor and staffing shortages in the industry." These findings directly correlated to her client's situation.
Result: Potential residents taking action
Gwyan’s assisted living digital ad campaign pitch worked, and the facility has now adopted SEM, display geofencing and TV campaigns, leading to an increase in site visits, calls and scheduled tours.
The total for this sale was $1,700 for three months. They plan on extending the campaign after the initial months as well.
“I got comfortable with AdMall fairly quickly,” said Gwyan. “I believe the site is easy to navigate so there wasn’t any challenge. I would [tell new AdMall users] that it provides detailed data on specific industries from what their annual ad spend should be to helping you put together a prospect list to providing competitive analysis on what marketing tactics they should utilize to remain relevant.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state, and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client. The report incorporates data into tablet-optimized sales presentations in AdMall PRO.
More About: Assisted Living Facilities
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.
