The way we age in the U.S. is changing. Are you ready?
In my last two posts, I’ve been discussing your target market - WHO you’re aiming the majority of your messages at - the 5% of older adults who will go to an assisted living facility, congregate care or nursing home? OR, the 95% who will remain independent and live in their own homes, with some outside assistance, for life.
For years now, I've been telling my clients that the federal government will make a concentrated effort to support Seniors in living independently, at home. The days of sending our old folks off to live in a facility are rapidly coming to an end. By 2060, one-quarter of the population will be over the age of 65. The cost of warehousing all those people in institutional living facilities is simply unsustainable.
One EP attorney said to me, Yeah, DK, but people respond to my nursing home commercial. Fear sells. I get that. I’ve worked in marketing my whole life. But, for this audience, I reject the notion that fear should be your go-to move. There's a better way.
Last week, the White House released a new report titled, Emerging Tech to Support Aging 2019. The highlights are covered in this story in Home Health News. Read it. It will give you important clues as to what you should be talking about going forward to support your current client family and new potential clients.
You can, of course, continue to speak to the 5%, which is like swimming against the current in heavy boots. You’ll get to your destination eventually (aka. your revenue goals) but you’ll be exhausted.
Or, you can begin swimming with the current, taking your cues from those who are setting the agenda for the future of our nation’s Seniors. The choice is yours. If you decide to start swimming with the current, and want some help developing your new message platform, contact me. I’d love to help you better connect with the 95%.
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