With the level of competition increasing in the senior care industry, a high ranking on search engines is a necessity for every home care agency. When you have the right strategy for content marketing, you’ll rank high on internet searches and that means you’ll get more customers and be able to recruit quality caregivers.

When you hear the term content marketing, it seems like it should be pretty self-explanatory. The term content marketing is composed of two simple words in the English language, but digital marketers know that there’s a whole lot behind them. Content marketing is a very important term in marketing for the senior care industry, and it covers a wide variety of marketing activities.

SeniorCareClicks is an expert in content creation services and content automation for home care and senior care agencies. If creating engaging content on a regular basis is more than you can do on your own and still run your business successfully, SeniorCareClicks can get the job done with pricing that meets your advertising budget.

How to Define Content Marketing?

What exactly is content marketing? When you think of the word content, you probably think of written text. That’s correct, and it encompasses much more as well. In its entirety, content marketing is actually an online marketing strategy where you can create and distribute text, images, and videos that are relevant to your business to attract a target audience. 

The goal of content marketing is to drive qualified leads to your website and convert them into customers. The challenge of content marketing is to create content that people are actively looking for and that they’re so enticed by it, they just can’t wait to learn more about it.

Content is a main component of the many factors that Google considers as part of its search algorithms. In your quest to get Google to boost your ranking, you have many choices to make as to the type of content you use to get the best results. It all starts with the right content creation strategy.

Keep these three things in mind to get you on the right track:

1. Defining your target audience segments

2. Establishing relevant content themes

3. Developing a successful SEO content marketing plan

A content creation process that puts these three factors first tells future customers and their families about your mission and your commitment to serving them. With that in mind, let’s look at how to make content marketing work to your advantage.

Define Your Target Audience

Before writers pen the first word, they’re already thinking about their audience. Some things that should excite you about branded content marketing for the home care industry is that there’s no shortage of people looking for home care services, and there’s a limitless variety of senior care topics to write about.

If that’s not enough on its own, between your website, blog, and social media platforms, you have multiple opportunities to implement your content distribution strategy.

Hopefully, you have a general idea of your target audience. To get the best results, you need to segment your general audience into specific buyer personas. The way to do that is to write descriptions for specific customers.

For example:

·   A couple in their late 50s looking for home care for their elderly parents

·   A senior individual seeking care for themselves

·   A certified caregiver that’s just completed training

·   A caregiver with years of experience in the senior care industry

When you know exactly who you’re writing to, it’s easier to gear your content to their needs.

Define Your Main Content Themes

As a home care agency professional, you have a pretty good idea about what your customers know about home care services and what you’d like them to know.

It’s worthwhile to spend some time brainstorming ideas for the most important topics for content in the senior care industry. In the field of digital marketing for senior care, you have 3 basic target audiences:

1. Recent retirees
2. Personal caregivers
3. Professional caregivers looking for a job

Put yourself in the shoes of one of these 3 categories of audiences, and consider the types of blog posts that you might be interested in and plug them into your content marketing strategy.

Some of the best content marketing strategies start with basic content information like:

·   What you need to know as you near retirement

·   What to expect for senior living

·   Is it time to consider assisted living?

·   What to expect from memory care

·   How rehabilitation care can get you on the path to recovery

·   Content announcing local events

·   Maintaining an active, healthy lifestyle for seniors

Articles on Alzheimer’s disease, respite care, living as a retiree, and companionship are good ways to attract the attention of recent retirees and personal caregivers. If one of your goals is recruiting professional caregivers, you might post blogs about how to get various certifications or heartwarming stories about caregiving.

Develop lists of topics for each of your target audience segments including seniors, their loved ones, and caregivers. Next develop a range of titles for specific blog articles, social media posts, infographics, and other marketing strategies.

Keep adding to your list of ideas whenever a topic comes to mind.

What Are Some Examples of Content Marketing?

If you pay attention, you’ll find plenty of content marketing examples all over the internet. While there are numerous types of content marketing strategies to choose from, we’ll focus on the most common types of content marketing for now:

• Landing Pages
• Blog
• Facebook
• Infographics
• Videos
• Podcasts
• Reviews
• Case Studies
• FAQs
• eBooks
• Press Releases

Landing Pages Are a Key Senior Living Marketing Strategy

A landing page is also called by a few other names like these: 

• Lead capture page
• Static page
• Destination page
• Single property page 

No matter what you call it, a landing page is a web page that site visitors land on when they click on an SEO term, online ad, or marketing promotion. You can put almost any type of content on your landing pages including blog articles about the services you provide, informative videos, or other content about the quality of your services.

Content is important, because if people like what they read and see, they’re likely to continue browsing your site, and they’ll eventually convert.

Adding a Senior Care Blog to Your Content Creation Strategy

While your target audiences will certainly benefit from informative content on the topics they’re interested in, your home care agency also gets the benefit of increased traffic via organic search, social media, referral links, and email.

People like to read blogs and when you can grab their attention with interesting, educational content about senior care, you’ll develop brand loyalty among your current clients. As an added value, blogs lead to a higher search engine ranking which will also draw people to your home care agency that have yet to discover the compassionate services you provide.

Just as in real estate, location matters is of great significance to search engines. When you focus on local SEO within your content creation strategy for your senior care blog, Google gives you an even greater boost in the rankings.

People within your community have lots of questions about how your agency might deliver care for them or their loved ones. Blogs that answers their questions about the value you provide in your local community have great value.

Here’s what they want to know:

·   How to talk with a senior about home care services

·   Home care services that are available in your community

·   The right time to transition to senior living

·   What to expect for socialization in an assisted living community

By publishing content that’s stimulating and engaging, you’re demonstrating that you’re truly an expert in senior care at the local level.

Your expertise within the industry has given you a wealth of wisdom about the worries that your customers have as they transition to senior home care services. Use this knowledge to your advantage as you develop content that your blog and website visitors can’t get enough of.

The Best Content Marketing Strategy Incorporates Facebook

Regardless of which target segment you’re developing content for, you have to recognize that they’re all on social media. Facebook is one of the most popular social media sites on the web. Seniors, family members of seniors, and caregivers are all on Facebook every day.

It’s essential to set up a business Facebook page for your home care agency and start posting on it on a regular basis. When you share your blog and website content on your social media sites, it does double duty for you. Be creative with your content creation process. Use it in various forms to add short or long content to Facebook, LinkedIn, Twitter, Instagram, and Pinterest.

Take it a step further by adding icons for your social media platforms on every site. One of the greatest things about sharing your social media content is that the platforms are designed in ways that make liking, following, and sharing content as easy as one click. Beyond that, your followers also have an opportunity to give you rave reviews on social media sites, just like Yelp and Google.

In short, be active and engaging on social media.

Infographics Say a Lot in a Small Space

If you’ve ever visited a website and read a colorful vertical graph splashed with statistics, graphs, and charts, the graphic is actually called an infographic. Infographics make good content or websites because they provide factual information in an engaging way. 

It takes a bit more effort and creativity to design an infographic than a standard ad. You’ll need to do a bit of research to get accurate statistics to display. You’ll also have to include short bits of content and a bit of expertise on how to use color and design to attract your target audience. You may find that it’s more cost-effective and profitable to enlist the help of content marketing services to create informative and engaging infographics. 

One of the great things about infographics is their versatility. In addition to using them to enhance your website, infographics make engaging ads for Pinterest, LinkedIn, and Instagram. Another thing to consider is that infographics lead to organic backlinking and that will strengthen your SEO strategy and establish your agency as a leading authority in senior care services.

Videos Provide a Powerful Way to Demonstrate Compassion in Home Care

While you can’t deny the importance of creating engaging content, seeing is believing. Caregiving is a personal issue. Often, the way to attract customers in senior home care is by invoking their emotions. Videos are an important part of content creation strategies because they help to make a warm connection between you and your customers.

Hubspot offers up the following statistics to demonstrate the power of using videos in content marketing.

·   6 of 10 people prefer short videos over television ads

·   55% of people view online videos every day

·   YouTube is second only to Google

·   75% of all videos are viewed on mobile devices

·   92% of video watchers on mobile will share them with others

Compelling, isn’t it?

Besides being hugely popular, videos are a versatile form of content marketing. Consider the following ways to showcase the quality of senior living that your home care agency offers:

·   Video blogs

·   Ads

·   Customer testimonials

·   Interviews

·   Live videos of holidays and special events

·   Presentations of your services

·   Special programs

·   Socialization and daily life

·   Compassionate caregiving

Keep your videos updated so visitors know that your content is current. Target the questions that are keeping your prospective customers up at night and utilize them to assuage their fears. Short videos allow prospects to get an inside view of your home care agency. By giving them a realistic vision of the services you provide, you’re helping them envision themselves or someone they love under your compassionate care.

Podcasts Are an Innovative Content Marketing Strategy

If you’re not familiar with podcasts, they’re a huge collection of audio recordings you can download and listen to whenever you want. A podcast consists of a digital audio file that you can download to any electronic device. You can set up  podcasts so that subscribers receive them in their inbox automatically. Podcasts provide a convenient source of content because people can listen to them while they’re working,  commuting, or doing chores around the house. Podcasts provide an innovative way to put content in front of your target audience.

Showcase Star Reviews on Your Website

You’ve worked hard to earn your reputation as a quality home care provider. Why not share proof of genuine star reviews on your website? Star reviews send the message to prospective customers and their families that you’ve proven your worth in the home care industry. That’s the beginning of building a trusting relationship.

Genuine reviews from current and former clients and their families speak volumes. Real testimonials give your home care agency credibility. They extend reassurance to new customers that they can expect the highest quality of care. Highlight reviews on a separate page dedicated to testimonials or sprinkle them throughout your site. Either way, they make a grand impression.

Content Creation: Documenting Your Customers’ Journey

Stories are convincing. Anytime people are dealing with some kind of transition, it’s a little scary. Elderly people are already feeling vulnerable. Something you can do to ease their path is to help them understand what their journey will look like as they transition to home care services.

The stories of your current residents, for those who are willing to share it, along with anonymous case studies show your prospects what they can expect moving forward. Storytelling offers a way to ease their anxiety and envision themselves as happier when they get the right care for their circumstances.

Dedicate a Website Page to FAQs

Before a prospect picks up the phone to ask you questions, they’re usually doing as much research as they possibly can online. A popular page for website visitors is the FAQ page. Your prospects have lots of questions and an FAQ page gives them the answers to the most commonly asked questions. A question and answer format works nicely here.

eBooks: A Content Marketing Strategy that Inspires Credibility

The internet has made it easy and affordable for almost anyone to self-publish an eBook. EBooks give you an additional content marketing strategy to inform your target audience. There’s an even greater benefit of publishing eBooks. As an author of an eBook, your agency can list itself as a credible author that has knowledge and expertise in the field of senior care services.

Using Press Releases as a Content Marketing Strategy

If you have some breaking news to announce, a press release is a great way to engage your target audience. Whenever you’re offering a new service or bringing someone new on staff, you’ll want to shout the news out loud. A press release gives you an opportunity to do just that. In fact, press releases have proven to be highly effective for attracting audiences when you use them strategically. 

A press release offers a strategic way to attract readers that may be interested and a new offering from your agency and help you build a list of high-quality leads.

In summary, the best content marketing strategies require a thoughtful approach to be successful. Your content creation strategy should include a combination of blogs, social media, and videos to hit all communication channels in the most engaging way.

There is no question that these content marketing strategies require an investment of your time and other resources. The best news is that you don’t have to do it alone. Why not leave your digital marketing needs to SeniorCareClicks, an expert digital marketing for senior care services? Contact SeniorCareClicks today to help you set up and implement a comprehensive digital marketing strategy for your senior care agency, and let you get back to the business of providing senior care services today.

Call us now at (954) 401-9058 or contact us today to learn more.

admin

Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.

Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!

Referrals offer a great avenue for how to get clients for home health care. A proactive approach to home health care referrals will provide your home care agency with a stream of referrals that keeps on flowing. Referrals can come from many places like the these:

·   Past clients

·   Current clients

·   Government funders

·   Community partners

Networking and relationship building are productive ways to get referrals to keep your home care agency growing. Requests for proposals will help you acquire more referrals from the government. Your good name and reputation are key ingredients to getting referrals from current clients. Home health marketing strategies will take all these referral efforts to the next level.

How to Be Viewed as a Quality Elder Care Referral Agency

As a home care agency, you work hard to earn your reputation as a quality in-home caregiving service. While many people are able to pay for their services privately, many others rely on a separate funding source to pay for their care. Third-party payors often require high standards in caregiving before they’ll agree to a contract.

One way to add to your credibility as a quality home care agency is to use your digital marketing strategy to showcase the quality of your services. Your web pages and blog serve as good resources for educating funders and others about your certifications and other quality assurance documentation.

Home Health Care Referrals Stem from Client Satisfaction

Good or bad, it’s always helpful to get feedback. Third-party payors listen to the feedback from their clients because they’re looking for assurance that their money was well-spent. Good feedback encourages them to keep sending clients your way, while negative comments will have them second-guessing whether referrals should go to you or someone else.  

To keep those referrals coming in, take stock of the types of issues home care clients complain about:

·   Caregivers are late.

·   Caregivers don’t show up.

·   The agency didn’t provide a substitute when needed.

·   Poor fit between caregiver and client.

Online surveys are a great way to gather feedback about your services. When it’s good, you can use it to share statistics that prove client satisfaction and bill yourself as a leading elder care referral agency.

Use Feedback to Improve Service and Ensure Client Satisfaction

Do you really know how your clients feel about your home care agency? You can’t know for sure unless you ask them.

It’s easy to believe that everything is fine when you don’t get wind of problems or complaints. The reality is that people have their own reasons for not bringing up issues that annoy or frustrate them. Unfortunately, that leaves you in the dark, and it can prevent you from getting valuable referrals. Feedback will keep you on your toes and ensure that the quality of your services is good and that will set you up to be a valued senior referral agency.

Happy Clients Lead to Home Health Care Referrals

In your years of home care service, you’ve surely had some memorable clients that raved about the quality of your services. These are the types of people that are happy to tell others about the great experience they’ve had with your agency—if they only knew who to tell. They also probably don’t know the value that a strong testimony could bring to your home care agency in the way of referrals. 

When you reach out to these special clients, their testimonies can become an important part of home care marketing strategies for building your business through referrals.

Caregiver Retention Is Essential for In-Home Care for the Elderly Referrals

Part of your home care agency’s reputation depends on employing your caregivers for long periods of time. Staffing is a big problem for many home care agencies. When prospects or funders see that many of your caregivers have worked with your agency for many years, it tells them that you value an environment where caregivers are as happy as your clients. Caregiver retention is an indicator that clients trust your agency and that gives you high marks for quality of care. High marks will net you lots of quality home health care referrals.

Keep Making Strides of Improvement as a Senior Care Referral Agency

Try as you may, things don’t always go as you anticipate. Due to the personal nature of home care, the environment can be highly unpredictable. Clients and payors alike understand that things can happen that are out of your control. While they don’t expect perfection, it’s reasonable for them to expect you to continue making improvements in the quality of care.

When the quality of care comes into question, documenting your workflows is a good way to demonstrate how things should flow under normal circumstances in home care for the elderly. For example, it’s reasonable to predict the length of appointments based on the history of clients with certain conditions.

Being able to demonstrate caregiver efficiency is a data-driven way of how to market your home care business.

Send Out Cards for Referrals Requests

After your clients have received services is an opportune time to ask referrals. If clients were satisfied with your services, they’ll be happy to tell others. An effective strategy that some home agencies like to use is to send out a referral card every few months offering a discount on services for former clients that refer a friend.

Seek Out Referral Resources Within Your Community

Your home care agency is a vital part of your community. Other businesses often get requests for recommendations for home care services. By networking with them, you will get the benefit of a stream of referrals.

Here’s a list of some organizations that refer individuals for home care:

·   Physicians

·   Churches

·   Senior centers

·   Food pantries

·   Community centers

Social Media Is an Effective Online Marketing Tool

Seniors and their family members are active on social media sites. Posting on your sites is free, and you have the option of buying paid ads as well. Interesting posts grab attention and people that like or follow your posts often share them with others. Social media posts are an effective way to build your brand.

Relationships Drive Strategies for Increasing Referrals

It’s not that difficult to form a plan for how to get clients for home health care when you give it the time that it demands. Referrals can be your lifeline, especially when times are slow. New clients trust your referral sources and that forms the beginning of a trusting relationship with your home care agency.

The main goal of your agency is to provide excellent care and provide a good home health care environment for your caregivers, as well as your clients.

Quality home care leads to client satisfaction, and that leads to an increase in referrals. When you combine your referral sources with a strong digital marketing plan, you have a winning combination.

A professional digital marketer has the knowledge and expertise to elevate your home care agency’s brand and increase referrals.

Call SeniorCareClicks to learn more at (954) 401-9058 or contact us today!

admin

Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.

Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!

Of the many website platforms you have to choose from, there are a lot of reasons to love WordPress. According to Search Engine Journal, almost 34% of website owners prefer WordPress. If WordPress is good enough for major corporations like Sony Corporation, Time Inc., NBC, and the New York Post, you can rest assured that it will work just as well for home care websites.

WordPress is popular among large and small businesses alike because it’s so versatile and user-friendly. Some of the other platforms require a certain level of technical know-how. That’s great if you have a developer that understands HTML CSS and programming language. With WordPress, it doesn’t matter if you have a little technical language or a lot.

If you’re looking for the best way to create a website for a home care agency, You’ll learn to love WordPress.  

Advantages of Using WordPress

As a busy professional in the home care industry, many issues demand your attention every day. While you probably wouldn’t mind spending hours and hours building your website, there’s just no time. It’s not practical to call a developer every time you want to make a minor change to your website.

These are just a few of the reasons that people like WordPress:

·   One-click installation

·  Wide array of plugins

·  Lots of add-ons

·  A host of extras

·  Open source

·  Up to date on SEO standards

·  Anyone can customize a website

·  It’s free

Besides all the features that WordPress offers, it has a number of characteristics that make it popular for senior care websites and other sites across the board:

Security-WordPress websites have automatic updates, which makes it secure against hacker attacks.

User-Friendly-Nearly anyone can put up a WordPress website without prior knowledge or experience. The platform is user-friendly and intuitive, so it offers a great user experience. All you need is a domain name and a web hosting account. The admin dashboard virtually leads users through the setup which you can do in minutes.

Support-WordPress offers help and support through their online community if you need assistance with troubleshooting or just want to ask a question.

Multimedia-Websites are far more interesting and engaging when you add photos, videos, and vary the types and size of the fonts. The technical aspect of how to add photos and videos can be overwhelming for a lot of users. WordPress makes it easy to add other types of media to an internal library that you can draw from to add media to the pages of your site and you can optimize them for SEO.

Mobile-Friendly-According to Pew Research, about 94% of people have mobile phones as of 2019 and about 76% own a smartphone. Smartphone usage is up 35% from 2011. Many of the WordPress themes include a mobile-friendly design, so you don’t have to take action on that end. This is important when you consider that four out of five online searches are responses to a call-to-action such as signing up for a service or making a purchase, according to Search Engine Watch.

Testimonials-It’s common for home care agencies to have multiple referral sources. WordPress allows you to add a section for testimonials to your pages, where you can showcase comments and testimonies where clients can boast how they’ve benefited from your services. Your prospects appeal to emotion, so a hard-sell won’t work for you. Before people try out your services, they’re looking for assurance from others that they’ll be in good hands if they work with your agency. Personal experiences can tip the scales in assuring them that they’re making a good choice in a home care agency.    

Scalability-WordPress was originally designed for the purpose of doing blogging. From the largest corporations to the single user putting up a website at home, the WordPress platform serves them all equally well. That’s a good thing for home care agencies because the need for home care is growing and that means that you can continue using the WordPress platform as your business experiences growth.

Multiple Options for Themes-WordPress offers a wide variety of theme choices for users to change the tone and appearance of their sites. Many are free through WordPress, and users can purchase other themes through third-party designers and design marketplaces. WordPress themes are SEO-friendly.

Built-In Blog Functionality-After you set up your WordPress website, you can add a blog and start adding content so you can start on-page SEO campaigns.

Plugins Give You More Bells and Whistles-WordPress gives you access to hundreds of plugins that give you tools like contact forms and shopping carts. You can also buy plugins from third parties. WordPress plugins are SEO-friendly.

WordPress Sites Rank High on SERP-WordPress plugins, mobile platforms, and blog functions are all SEO-friendly making WordPress the best way to create a website for a home care agency and make it work as a sales channel.

Home Care Website Customization

Home caregiving is a personal service. No doubt that your home care agency has many heartwarming stories to tell. A big part of your message is that you not only give tangible care, but your agency also offers compassion, comfort, and reassurance.

The WordPress themes are visually appealing. They offer you many options of colors, tones, and settings to tell your story in the most beautiful, appealing way. WordPress allows you to highlight your services with buttons labeled with services like personal care, companionship, dementia care, or skilled nursing care to guide your site visitors directly to the type of care they need. The right design and the right tools will draw prospects to your home care website to promote lead generation.

Easy-to-Use Navigation

Your target audience consists of seniors looking for care for their elderly parents and sometimes they’re looking for care for themselves. Older people often have sight problems, and WordPress gives you an edge because the platform makes it easy to read and navigate your site.

Along with readable fonts and text, WordPress themes put pleasing color combinations together for you, which takes the work out of designing a website that has the look and feel that you’re after. Your clientele requires a home care agency website that’s easy to navigate and WordPress sets up the flow for you right within the theme.

While WordPress makes website building easy, a professional web designer that specializes in home care agencies is your best bet for creating a visual experience for your target audience. Your home care agency website should be laid out to highlight the most important features without appearing too busy.

Getting Senior Care Website Referrals

Your WordPress website works hard for you when you take a few different approaches to lead generation.

These three tips will help you maximize your efforts:

1. Post blogs on topics related to aging and strategically place keywords that you’ve researched and found to be effective.

2. Ask your current clients for personal testimonies and ask their permission to post them on your website. Most clients will be happy to do that for you, and they’ll get you noticed on search engines.

3. You can attempt some SEO strategies on your own, but you’ll have greater success and measurable results when you use a professional marketer. Be aware the field of SEO is continually changing and it’s difficult for most home care agency owners to keep up with on their own.

Whenever you’re working on digital marketing campaigns for your website, social media platforms, or your blog, you’ll have better results when you’re on top of the latest changes and trends. Professional marketers will have you covered.

Implement On-Page SEO

When you’re developing the pages of your website, on-page SEO is a strategy that will optimize your pages so that search engines will easily find them. Pay attention to how you word your headlines, subheads, URL slugs, and metatags.

Need some tips? Try these on for size:

·   Use your primary keyword in your headline and place it close to the beginning of it.

·   Put your keywords in the slug and in at least one subheadline.

·   Your keywords should range between .5% and 2.5% of your content copy. (if you go over that, Google will take away points for keyword stuffing)

·   Don’t group your keywords together—spread them evenly throughout the page body, subheads, and image alt text.

·   Make sure your keywords have the proper context—don’t use them unnaturally.

Contact Senior Care Clicks to Work on Your Senior Care Website

Because we work exclusively with those who care for the elderly and their families, we know the specifics of the home care industry and the challenges you face in trying to increase your business.

We choose WordPress as our design platform so that you have a user-friendly website to maintain and update your website on a continual basis—today and in the future.

Call us now at (954) 401-9058 to learn more or contact us today!

admin

Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.

Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!