Understanding Your Target Audience:
If you’re looking to succeed as an assisted living facility, you need to understand who makes decisions about moving into these residences, and that means realizing that the assisted living target audience isn’t just the future residents you’re trying to attract.
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Quite often, adult children are crucial decision-makers who motivate and encourage their parents to move into such facilities to get more care and support than is possible if they remain home.
That’s why top digital marketing agencies, like Blue Interactive Agency, carefully develop strategies and services for assisted living marketing. These can help facilities like yours reach potential new residents and their loved ones, who will decide where they should live.
Digital marketing services, including search engine optimization (SEO), content marketing, social media marketing, and paid advertising campaigns, can help your facility stand out in a crowded field and attract the residents you need for success. Let’s explore this market’s target audience in depth before we explain how Blue can help your facility.
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Who Is the Target Audience for Assisted Living?
The assisted living target audience might seem to consist of older adults who need support and services while maintaining an independent lifestyle, and that’s partially true. However, potential residents’ adult children and other loved ones are quite often the ones who research and select where their parents should live, and that’s why you need to market to both to reach the right audience.
About 75% of people researching senior living options do so on Google or other search engines to find options in the right location and weigh the pros and cons of each facility. This is why your senior living facility needs to ensure you have a strong search engine presence and that’s where search engine optimization for senior living centers (SEO) comes into play.
A digital marketing agency’s SEO strategy can optimize your website and produce compelling and informative content. This signals to Google and other search engines that your business should be at the top of search engine results, making it much more likely that someone looking for facilities will find your business.
Still, there are other considerations to keep in mind. The vast majority of adults use Facebook, and social media marketing can be a great way to reach potential future residents and their children and showcase your facility’s amenities, rooms, and features. An estimated 83% of people looking for a nursing home didn’t have a particular provider in mind when they began the search, so reaching someone early on in the research process can be a vitally important way to win them over.
How Many Older Adults Live in Assisted Living?
Senior living facilities are becoming an increasingly common choice for America’s aging population. They offer independent living while providing support, medical care, and other services as needed.
- The vast majority of Americans 65 or older live at home or in the general community, not in a nursing home or other facility. There are now nearly 40 million people in the United States 65 or older, including 5.6 million over 85.
- However, these numbers will drastically rise over the next couple of decades due to the aging Baby Boomer population. Some projections show that about 75 million people will turn 65 or older over the next 20 years.
- An estimated 4.5 percent of older adults, or about 1.5 million people, now live in nursing homes. Additionally, about 1 million older adults—2 percent of the age group—now live in senior living facilities.
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What Are the Demographics of Assisted Living Facilities?
The assisted living target audience is rapidly changing as the population ages, and it’s important to keep up with these changes to stay ahead of competitors. According to the American Health Care Association and the National Center for Assisted Living, about 30,600 senior living communities in the United States have 1.2 million licensed beds. Each facility has an average of 39 licensed beds.
- According to Statista, 92% of senior living residents in America were white and non-Hispanic in 2022 – much higher than the 78.5% of the overall U.S. population between 85 and 100 years old in 2020.
- The AHCA and NCAL say most senior living residents are the “oldest old” – 85 and older.
- About 70% of residents are women, and just 30% are men. About half are 85 or older, while just 6% are 65 or younger.
- Nearly half of residents have high blood pressure, and about 40% have Alzheimer’s disease or another form of dementia.
- Other common health conditions include depression (29%), diabetes (17%), and heart disease (31%). The most common things residents need assistance with are bathing (64%), followed by walking (50%), dressing (49%), and using the toilet (43%).
Who Is the Best Candidate for Assisted Living?
Nearly half (47%) of online users aged 50 to 64 and one in four (26%) users aged 65 and older are now active on social networking sites, according to the Pew Research Center. This represents a significant increase from about a decade ago when only around 10 to 15% of seniors were engaged with social media.
Several factors influence these statistics, including education level, income, proximity to family members who use technology, and previous career exposure to digital tools. Seniors with higher education levels and those who use smartphones are significantly more likely to engage with social media. The COVID-19 pandemic also increased adoption rates among seniors as digital communication became essential for maintaining social connections during periods of isolation.
As older generations continue to demonstrate an increase and mastery of digital technology through smartphones and computers, the benefits of social media marketing will only increase. The assisted living facilities that can leverage the growing influence these platforms have on potential clients will be the ones much better positioned to grow and thrive in the future.
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Blue Can Help You Reach the Assisted Living Target Audience
If you’re concerned about reaching the right assisted living target audience or unsure where to start, look no further than Blue Interactive Agency. Our team of marketing experts knows what it takes to help your facility stand out in the crowded senior living market.
With the right mix of SEO services, content, social media marketing, and paid advertising campaigns, our senior living marketing strategies can help you reach prospective new residents and their loved ones and help them understand that your facility is the best option for meeting their needs.
We are an experienced group of writers, SEO experts, and marketers who work together to give businesses the best exposure possible online, on social media, and on all the platforms where consumers now look for information and recommendations. Get started today by calling (954) 779-2801, and let’s get to work together toward new levels of success for your facility.
External Sources
- National Library of Medicine – Size and Demographics of Aging Populations
- American Health Care Association/National Center for Assisted Living – Facts & Figures
- Statista – Distribution of Residents in Assisted Living Communities in the U.S. in 2022, By Race and Ethnicity
