Nursing Home Advertising Agency Digital Marketing

An average Nursing Home business should spend between $292,500 and $585,000 a year on marketing and advertising expenses, or roughly 7.5% – 15% of annual gross revenue. The total amount may be higher if you are in a highly competitive industry, want accelerated growth or your business generates high revenue during the holiday shopping season. 

Nursing Home business owners are often heavily involved with the day-to-day operations of their business. Some of the most common challenges for a Nursing Home business include: 

1. Staffing Issues: 

Finding and retaining qualified staff remains a concern for many nursing home companies. With the delicate nature of senior care, it’s vital to have a team that’s not only skilled but also compassionate. Turnover rates can be high, and the ongoing need for training and development puts additional strain on resources.

2. Regulatory Compliance: 

The nursing home industry is heavily regulated to ensure the safety and well-being of its residents. Adhering to the ever-changing guidelines and standards for building codes or care protocols requires constant vigilance and can be resource-intensive.

3. Financial Constraints: 

Balancing the cost of providing high-quality geriatric care with the financial realities is a tightrope walk. With many residents relying on fixed incomes or public assistance programs, nursing homes often grapple with budget constraints while trying to maintain excellent care standards.

4. Emotional and Physical Well-being of Residents: 

Elder care is more than just attending to physical needs. The emotional well-being of seniors is equally crucial. Addressing issues like depression, loneliness, or cognitive decline in the aging population requires specialized approaches and adds another layer of complexity to nursing home operations.

5. Infrastructure and Facility Maintenance: 

Keeping up with the physical demands of a fully operational nursing home is no small feat. Regular maintenance, updates to accommodate modern medical equipment, and ensuring the facility is comfortable and feels like home to residents can be both challenging and costly.

Because Nursing Home businesses are so focused on these challenges, it often becomes very efficient to bring in outside experts to help manage and ensure specific tasks are done correctly. Marketing and advertising are two of the most commonly outsourced areas businesses use because they are critical to their success. 

Nursing Home Lead Generation 

Many Nursing Home companies are focused on generating leads. This can include building an internal email list for marketing purposes or generating high-value leads that can be quickly contacted to grow revenue. Lead generation typically involves creating a specific incentive, offer, or informational guide and then driving prospects to a landing page to collect their information. You can also collect the prospects’ information on a lead form hosted by the ad platform. Both options can be connected with your CRM or email marketing system so automatic calls, emails, and SMS messages are sent directly to your new prospect. If you want to help set up a lead generation for your Nursing Home office, please contact the team at AdvertiseMint to discuss your options. 

Increasing Nursing Home Sales 

The most popular of all advertising objectives for Nursing Home companies is sales. Increasing revenue is essential for every Nursing Home company to succeed. Many ad platforms have new tools that allow you to pass through values for each customer, which means they associate more weight towards the customers spending the most. This allows them to find more customers like your top spenders. If you want to help grow your Nursing Home, please contact the team at AdvertiseMint to discuss your options. 

Nursing Home App Installs

Perfect for any Nursing Home business that has a mobile app. The mobile app objective allows you to run ads for new app installs or for app events, which are specific events set up inside your app, such as account creation, payment method added, or transaction completion. It can also monitor usage inside the app or if users are reaching a certain area. This allows you to display highly targeted ads that are relevant to each user who sees your ads. The most common types of apps are games, utilities, or informational mobile apps. If you want to help grow sales or usage from your Nursing Home mobile app, please contact the team at AdvertiseMint to discuss your options.  

Nursing Home Local Traffic 

Many Nursing Home companies have locations they are looking to drive local foot traffic to. This can be for a special event, promotion, grand opening, or daily usage. Local ads can be targeted down to a single zip code or a 1-mile radius around a spot on a map. This ensures you can reach the individuals who are located close to your Nursing Home location and get your ads in front of them. If you want to increase foot traffic for your Nursing Home location,  please contact the team at AdvertiseMint to discuss your options. 

Nursing Home Brand Awareness 

As your Nursing Home company grows, it will become essential that you stay ahead of your competition. This is generally done by Brand Awareness campaigns, which focus on reaching a wide number of targeted users consistently over a long period of time. This ensures that your Nursing Home company stays at the top of mind for your consumers, and they continue to purchase your products and services. If you want to increase your Brand Awareness, please contact the team at AdvertiseMint to discuss your options. 

In today’s digital age, content marketing has become essential for businesses to connect with their audience, and nursing home companies are no exception. Harnessing the power of content allows these institutions to showcase their commitment to elder care, ensuring that seniors receive the best possible attention in their golden years.

The Need for Genuine Stories: 

Nursing home companies often have heartwarming tales to share. Be it stories of friendships blossoming in the autumn of life or moments where dedicated staff make a difference in the day of a resident. By documenting and sharing these narratives, nursing homes can convey the genuine warmth and care they provide, going beyond mere facilities and services.

Educational Insights: 

Eldercare is often shrouded in myths and misconceptions, especially in formal settings like nursing homes. Through well-researched articles and videos, companies can educate families on what to expect from senior care environments, the importance of geriatric care, and the various activities that keep seniors engaged and happy.

Testimonials and Reviews: 

Hearing from other families can be reassuring for those considering a nursing home for their loved ones. By sharing authentic testimonials, companies can build trust. These first-hand accounts provide a glimpse into the daily life of residents and underscore the quality of care.

Engaging Visuals: 

Photographs and videos can be particularly compelling. Showcasing a nursing home’s amenities, events, or even daily routines gives families a clear picture of the environment. Visual content can speak volumes, whether it’s a resident’s birthday celebration or a dedicated yoga session for geriatric care.

Local Community Involvement: 

Nursing homes are more than just care facilities; they’re vibrant communities. Highlighting involvement in local events, partnerships with schools for inter-generational programs, or hosting community days allows nursing home companies to showcase their integral role in the broader community.

The world has changed for Nursing Home, looking to increase their marketing and advertising efforts using AI. Various new tools now enable automation and AI to be used in areas like sales, graphic design, video production, content creation, voiceovers, spokesperson, video creation, blog writing, and more. 

The current average cost per click (CPC) on Google ads for the term “Nursing Home” is $2.32 and is expected to increase over time. SEO generates these same clicks from targeted keywords for free. SEO has tremendous value as you can generate high traffic for your key business segments. However, SEO is a long-term investment. We recommend that Nursing Home companies should be willing to plan for 6-12 months of SEO services before expecting an increase in results from these efforts. Please know that with SEO, the work is foundational, which means each task builds on top of each other. Each action adds more credibility to your website in the eyes of Google and other search engines. AdvertiseMint only believes in high-quality SEO, or long-game efforts, when building SEO. Most SEO tricks or gimmicks often work for a bit but later hurt your Nursing Home company when updates are made to the search engines. The only way to move forward regarding SEO is by doing a lot of the right things and doing them faster than your competitors. Nursing Home SEO involves three main areas. The first is onsite optimization, which means the pages of your website contain content and are optimized for the search engines. The second step is to build more topical authority around your business to help Google understand that you are an expert in the Nursing Home area. This is done by writing consistent blogs between 500-2000 words on core topics relating to your business. The final area is off-site linking, meaning other websites link back to your site and use specific anchor text. This can be achieved by public relations, outreach, and building relationships with other websites. When these three are done together, the result is that your Nursing Home SEO will improve, and your organic ranking will start to increase, thus sending more traffic to your website. If you are looking to improve your SEO, please contact AdvertiseMint. 

Yes. Every Nursing Home should have email marketing and SMS marketing for their company. Email marketing has continually been proven to be one of the most profitable marketing channels for Nursing Home companies. Email marketing allows you to reach your prospects and customers with specific messaging based on where they are located in your customer journey. These “flows” can be set up so that every person experiences the same informational process regardless of when they join. This ensures your company communicates 24/7 with the people most interested in your Nursing Home services and products. SMS messaging is also becoming highly profitable for breaking through all the noise and reaching your most valuable prospects via text. There are many rules regarding SMS marketing and how to add and remove people from your Nursing Home SMS marketing. If you want to learn more about optimizing your Email and SMS marketing for your Nursing Home company, AdvertiseMint is here and ready to help. 

Navigating the world of Elder Care services presents numerous challenges, and one of the pivotal aspects businesses must consider is advertising. For Nursing Home businesses, particular attention must be paid to ensure that their promotional efforts align with the unique sensitivities and regulations of the industry.

Truthful Representation: 

Elder Care centers, like any business, should base their advertising on facts. Any claims about the amenities, care quality, or specialized Geriatric Care services must be accurate. Misrepresenting services can mislead families and could lead to legal consequences.

Patient Privacy: 

A critical aspect of Senior Care is the trust residents and their families place in facilities. Respecting the privacy of residents is paramount. Any use of images or testimonials in advertising requires explicit consent, ensuring that the dignity and privacy of the elderly are always upheld.

Credentials and Certifications: 

Promoting specialized services or care requires the necessary certifications. A Nursing Home should only advertise specific Geriatric Care services if they have the qualified staff or proper facilities to provide them.

Avoiding Guarantees: 

While it’s natural for any Elder Care facility to want to highlight its strengths, it’s essential to avoid making guarantees about health outcomes. Each individual’s health journey is unique, and such promises can be misleading.

Local Regulations: 

Senior Care is a heavily regulated industry, and this extends to advertising. Nursing Homes should be aware of local and national guidelines that dictate what can be said and how it can be presented in promotional materials.

You can find examples of Nursing Home competitor ads online in several places. Here are the instructions for how to view competitor ads running on Facebook, Google, and TikTok ad platforms. 

View Nursing Home Competitor Facebook Ads 

1. Go to Facebook Ad Library 
2. Select the country where the ad appeared. 
3. Select ad category (All, Politics, Housing, Employment, Credit).
4. Search by keyword or advertiser.
5. Review Facebook ads.

View Nursing Home Competitor Google Ads 

1. Go to Google Ads Keyword Planner
2. Sign into Google Ads.
3. Click ‘Tools and settings’ in the top nav.
4. Click ‘Keyword Planner’ under the ‘Planning’ heading.
5. Click ‘Discover new keywords’
6. Type a relevant keyword into the box.
7. Click ‘Get Results’
8. Review Top of page bid and Google ads. 

View Nursing Home Competitor TikTok Ads 

1. Go go TikTok Ad Library 
2. Select ad target country 
3. Select ad type.
4. Select ad published date.
5. Enter in the desired keyword or advertiser.
6. Hit search. 
7. Review TikTok ads. 

For most companies, revenue is the KPI (key performance indicator) we monitor when determining whether marketing and advertising efforts are successful. The revenue can be used to determine the ROI or ROAS for your campaigns over a set period of time. ROI (Return on Investment) is calculated by subtracting the initial cost of the investment from the final value, then dividing this new number by the cost of the investment, and finally, multiplying it by 100. ROAS (Return on Ad Spend) is determined by dividing the total revenue by the total ad spend for a specific period of time. 

In addition to revenue, other companies may use metrics such as CPL (Cost Per Lead), CPA (Cost per Acquisition), or CPI (Cost per Installs) for mobile apps. Monitoring these costs over time can help understand factors increasing or decreasing these numbers. They can be affected by various factors, such as landing page optimization, time of the year, and competitors. 

Many digital ad platforms offer a brand lift study tool for companies interested in branding and spending over $100,000 on advertising. This study is used to measure the impact on the perception of your brand when running ads. A brand lift study splits a specific audience into two groups. The first group is shown your ads over a specific period of time; the second group sees none of your ads. At the end of the study, users in both groups were shown a survey by the ad platform. The difference between the first and second groups is called the brand lift, or the increased consumer awareness of your brand due to running advertising.