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									                    Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                               Marketing and PR Dollars in the Last 12 Months and What’s Ahead




Trends in Senior Care Marketing

Where Senior Care Suppliers Spent
Their Marketing and PR Dollars in the
Last 12 Months and What’s Ahead




    P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                         0
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead




Abstract

 SeniorCareMarketer.com, a marketing services firm focusing exclusively on the
 senior care marketplace, produced this research report. The “senior care
 marketplace” in our view consists of all organizations that market products and
 services relating to the aging of America. SeniorCareMarketer.com is an online
 subscription service that gives senior care suppliers access to critical marketing and
 PR information while also helping them generate publicity, website traffic, sales leads
 and improved search-engine rankings. The SeniorCareMarketer Services Group is
 available to senior care suppliers who need more hands-on assistance with their
 marketing and PR.


 This report covers the latest trends and best practices for marketing to the senior
 care marketplace for 2008. The data presented in this report is based on responses
 from a diverse group of senior care suppliers collected during Q4 of 2007.
 Topics covered in this report include:

 •   Patterns of adoption and use of various marketing and PR tactics by senior care
     suppliers – including social networking, social media, blogging, podcasting and
     RSS – also known as “Web 2.0” activities.

 •   Marketing and PR activities most important to senior care suppliers in 2007 and
     their budgeting plans for 2008.

 •   Marketing and PR activities that generate the most sales leads for senior care
     suppliers, and those presenting the greatest challenges.

 •   How senior care suppliers measure the success of their marketing and PR.

 •   Who and what suppliers rely on to stay knowledgeable about the senior care
     marketplace, and how optimistic suppliers are about the overall health of the
     human capital marketplace for 2008.


 The key trends outlined in this report include:

 •   Continued importance of “traditional” marketing activities like print advertising.

 •   Growing importance of Internet marketing. Many suppliers will increase their
     budgets for search engine optimization, webcasts, direct email marketing and
     other “Web 2.0” tactics. Larger vendors, however, remain laggards.


 Finally, our team of marketing and PR experts provides analysis on what these
 findings mean for senior care suppliers and recommendations for 2008.




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          1
                    Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                               Marketing and PR Dollars in the Last 12 Months and What’s Ahead




Table of Contents

Abstract ........................................................................................................ 1

Table of Contents ........................................................................................... 2

Introduction ................................................................................................... 3

The Respondents ............................................................................................ 4

Who’s Doing What? Senior Care Suppliers’ Marketing and
PR Activities in the Past 12 Months – And Future Plans........................................ 5

The Importance of Various Marketing and PR Activities ....................................... 8

Marketing and PR Budgets for 2008................................................................. 10

Where the Sales Leads Came From ................................................................. 11

Suppliers’ Marketing and PR Challenges ........................................................... 13

How Do You Know You’re Winning? Metrics, Metrics, Metrics. ............................. 14

Public Relations and Press Releases................................................................. 16

Social Networking Participation ....................................................................... 17

Staying Knowledgeable.................................................................................. 17

Supplier Optimism Heading into 2008 .............................................................. 18

Final Thoughts.............................................................................................. 18

About SeniorCareMarketer ............................................................................. 19

About Fisher Vista, LLC.................................................................................. 19




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                                                  2
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead




Introduction

 Fisher Vista, LLC, the parent company to SeniorCareMarketer.com began the “Trends
 in Marketing” research series in 2005, with the first Trends report published in early
 2006. Our goal in launching this Senior Care marketing series is to offer valuable
 insights and “windows” into the practice of marketing in the rapidly growing – and
 changing – senior care marketplace. While many organizations provide research
 about various aspects of senior care, no firm to our knowledge is covering the
 practices of marketing across this sector.


 This report comes at a critical time for many senior care suppliers. For years, there
 has been much talk – some would say hype – about the “aging of America.” It has
 now arrived, and the effects of this demographic shift will be felt for at least the next
 twenty-five years. Elders currently represent the fastest-growing age group in the
 United States and it is projected that the 75+ population will increase 70% by 2025.
 And by 2030, 70 million Americans will be over the age of 65. This is one out of
 every five Americans!


 From home care services and medical products to housing options like assisted
 living, the demand for products and services relating to the care of older Americans
 will soon begin to grow exponentially. Businesses throughout the country are finding
 ways to serve – and, ultimately, profit from – the aging of America. As a result,
 “senior” vendors are spending their marketing dollars to reach the baby boomer
 directly. It will become equally important for companies selling products and services
 relating to the aging of America to reach the purchase influencers of senior care
 products and services. There are a lot of them, including:


 •   Family Caregivers                             •   Physical Therapists
 •   Medical Doctors                               •   Rehabilitation Centers
 •   Nurses                                        •   Home Health Care
 •   Social Service Agencies                       •   Housing and Residential Facilities
 •   Hospitals                                     •   Retirement Communities
 •   Geriatric Care Managers                       •   Investment and Retirement Advisors
 •   Pharmacists                                   •   Elder Law Attorneys


 Yet many senior care suppliers are unprepared for the competition they will soon
 face. While the marketing sophistication of many healthcare companies, like
 pharmaceutical firms, is as impressive as any industry, many vendors in the senior




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                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 care marketplace have limited or no marketing budgets (leading companies in most
 every industry, regardless of size, spend an average of 10% of revenue on
 marketing). And many with marketing budgets view marketing as a luxury –
 something that, when there are a few extra dollars, you spend on sporadic marketing
 campaigns. Inevitably, the results are inconsistent and ineffective.


 This report will show that leading senior care suppliers do not rely on any single
 marketing or PR tactic for their sales leads. They have an integrated, multi-channel,
 and robust approach to marketing and PR that incorporates online and offline,
 traditional and Web 2.0 activities. As you’ll notice in the findings covered below,
 while budgets shift, the new media and marketing activities don’t eliminate the old,
 and senior care suppliers are generally expanding their range of activities across
 the board.



The Respondents

 Representing senior care suppliers across a broad spectrum of companies, the
 research sample from this survey represents the diverse population of suppliers with
 a common goal: organizations that market products and services relating to the
 aging of America.


 Most industry verticals were represented in our sample, including home care (38%),
 senior housing (21%), medical (16%), personal healthcare (7%), physical therapy
 (7%), pharmaceutical (2%), and financial or legal (1%). Other highly specialized
 verticals included education, advocacy and adult day care.


 Annual revenues of respondents ranged from $1M to more than $50M




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          4
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 The majority of respondents were made up of CEO/President/Owners (52%), Vice
 Presidents (10%), Directors (21%) and Managers (5%). Five percent identified
 themselves as “Staff.”


 Approximately 60% of responding companies were for-profit while roughly 40% were
 not-for-profit. Twenty-seven percent of responding companies competed nationally,
 59% regionally and 15% locally.



Who’s Doing What? Senior Care Suppliers’
Marketing and PR Activities in the
Past 12 Months – And Future Plans

 We asked respondents to report which marketing            The five most popular
 and PR activities they have used in the preceeding
                                                           marketing tactics for senior
 12 months and which ones they plan to use in the
                                                           care vendors were:
 future. The most popular marketing tactic for
 senior care suppliers was print advertising, with         1. Print advertising
 81% of suppliers saying they used print advertising       2. Print direct marketing
 and plan to use it again in the next 12 months.           3. Press releases
 This was perhaps the greatest surprise of this
                                                           4. Trade show participation
 research. In most every industry sector, print
                                                           5. SEO and direct e-mail
 advertising is diminishing as most companies are
 realizing the benefits, cost savings, and lead-           marketing (tie).
 generating power of other more measurable marketing tactics such as direct e-mail
 marketing and Internet marketing. However, we expect this trend to hit the senior
 care market in the next few years as vendors become more sophisticated with their
 marketing (as a result of increased competition) and realize the power of Internet
 marketing (e.g., social media, social networking, e-mail marketing, etc.).


 Other recent tactics of choice for senior care vendors (with plans for future use)
 included print direct marketing (72%), print press releases (70%), trade show
 exhibiting (68%), and speaking at events (59%).


 The most often-cited marketing and PR tactic that suppliers used the last 12 months
 but do NOT plan on using the next 12 months was radio advertising, with ten percent
 of respondents reporting doing radio advertising last year but not planning to do so
 in the next 12 months.




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          5
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead



The least often-used marketing tactics in the given period included podcasting (84%
of respondents reported not using this tactic, with no plans to use in the following
year), followed by blogging (78%), outdoor advertising (73%), publishing original
“content” like white papers (60%), online pay-per-click advertising (60%), and TV
advertising (60%).


Another surprising finding, and one that validates that as a group senior care
suppliers lag behind other industries in terms of Internet marketing knowledge, is
the fact that vendors place a higher premium on display advertising than on pay-
per-click advertising. In 2007, search ads (pay-per-click, like Google AdWords)
accounted for over 40% of online advertising revenue and was far more effective
than banner ads. Pay-per-click ads deliver click-through rates if just over 5%
according to Nielson Online, compared to 0.2% for banner ads.


Also of interest is the fact that senior care vendors placed little value on the
publishing of original “content” (e.g., white papers, research reports, case studies).
Other industries have proven that direct e-mail marketing that offers a compelling
content “offer” in the form of a free, downloadable white paper or research report is
significantly more likely to generate a response (sales lead) than other promotional
activities. And while (according to the Direct Marketing Association) open rates for
print marketing are on average 2.73% compared to 1.12% for direct e-mail, direct
e-mail marketing is far less expensive. As a result, we expect to see the adoption
rate of direct e-mail marketing and publishing of original content to increase in the
coming years.


In fact, as we predict, the low usage of Internet marketing tactics seems to be
coming to an end in the senior care marketplace. Marketing and PR tactics that
suppliers did not use during the last twelve months but plan on doing in the next
twelve months include a variety of Internet tactics such as search engine
optimization (19% of respondents reported not using this tactic the last 12 months
but plan to use it the next 12 months), Webcasts (16%), direct e-mail marketing
(16%), blogging (14%), and podcasting (11%).


When we combine the questions “What marketing and PR activities has your
company used in the past 12 months and plans to use again” and “What marketing
activities did your company not use in the past twelve months but plan on doing in
the next twelve,” we get the five most popular marketing tactics for 2008:




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          6
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead



1. Print advertising

2. Print direct marketing

3. Press releases

4. Trade show participation

5. SEO and direct e-mail marketing


The chart below summarizes the marketing and PR activities suppliers used during
the last 12 months and whether they intend to use them in the next 12 months.




It is notable that, with few exceptions, senior care suppliers are expanding their
marketing and PR activities across the board. This is consistent with research we’ve
done in other industries showing that to be effective in today’s competitive landscape,




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          7
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 companies cannot rely on just a few proven marketing tactics. Instead, suppliers must
 use a variety of traditional and Internet tactics to engage their buyers.


 This puts increased pressure on marketing and PR departments to not only understand
 these newer tactics but also properly integrate them into their marketing and PR plans.
 And this continues to be a challenge based on the fact that after lead generation,
 understanding “Web 2.0” technologies (e.g., blogging, podcasting, SEO) was reported
 to be the biggest marketing and PR challenge by respondents.



The Importance of Various
Marketing and PR Activities

 The top five “must have” marketing and PR tactics for senior care suppliers were (1)
 press releases, (2) print advertising, (3) print direct marketing, (4) search engine
 optimization and (5) event participation (exhibiting, sponsorship, etc.) and online
 pay-per-click advertising (roughly a tie).


 The top five “replaceable” marketing and PR activities – those that senior care
 suppliers said were important yet would be cut if budgets were reduced – included
 (1) online banner or display advertising, (2) TV advertising, (3) Outdoor advertising,
 (4) online advertising and (5) trade show exhibiting and Webcasts (tie).


 Not surprisingly, respondents from large business (greater than $50 million in annual
 revenue) are much more likely to favor more traditional marketing and PR activities
 like print direct marketing and print advertising. Large businesses also place
 considerably less importance on Internet/Web 2.0 marketing activities like blogging
 and podcasting. This was not an unusual finding, as larger suppliers have more
 established brands and larger budgets with which to protect and build brand equity
 and awareness.


 Many experts place advertising and certain aspects of public relations as brand
 “maintenance.” Once companies obtain a well-known brand status, they will forever
 spend money just to keep that position. Smaller firms need to drive leads and
 revenue while they slowly build brand, so they’re naturally led into the lower-cost,
 highly measurable and democratized realm of Internet marketing.




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          8
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead



Interestingly, non-profits are also placing increased importance on Internet
marketing activities. Considering that non-profits are scrutinized over every dollar
spent on marketing, we consider this a strong endorsement to the “value” of Internet
marketing and its ability to drive measurable results.


But while larger firms tend to be the slow adopters and stick with what has worked in
the past, they are most definitely warming up to Web 2.0 tactics – they just aren’t
sold on them (e.g., Must Have) as much as smaller suppliers are.


The Importance of Various Marketing and PR Tactics




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          9
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead




Marketing and PR Budgets for 2008

 The marketing and PR activities showing the largest budget increases in 2008
 include print direct marketing, print advertising, press releases, online pay-per-click
 advertising and direct e-mail marketing with 39%, 39%, 27%, 26% and 26%
 percent of suppliers intending to increase budgets in these areas, respectively.


 The marketing and PR activities suffering the most budget cuts in 2008 will be radio
 advertising (11% of suppliers intend to spend less on this activity), outdoor
 advertising (11%), sponsoring events (8%) and speaking at events (8%).


 What’s interesting to note is that for most of the marketing and PR activities we
 surveyed (see chart), a majority of suppliers intend to either keep their budgets the
 same or increase them in 2008. This correlates well with the fact that over 80% of
 those surveyed are optimistic about the overall health of the senior care
 marketplace for the next 12 months (to be discussed later in this report).


 For smaller suppliers (under $50 million in annual revenue), there is a subtle shift in
 spending taking place from more traditional marketing and PR activities to Internet
 marketing activities.


 However, larger suppliers appear to be maintaining their investments in traditional
 marketing activities while at the same time dabbling in Internet marketing. This is
 likely due to the fact that larger companies have the available capital to
 “experiment” with non-traditional activities, whereas smaller supplier with limited
 budgets must make an “either-or” decision – and they obviously feel Internet/Web
 2.0-type activities give them a good return on their investment.




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                         10
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 Increasing or Decreasing Budgets in 2008?




Where the Sales Leads Came From

 The most popular lead-generating activity for senior care suppliers was reported to
 be print advertising, with 51% of suppliers attributing between 11% and 50% of
 their leads to print advertising. This was followed by print direct marketing (45%),
 press releases (34%), sponsoring and/or speaking at events (33%) and pay-per-
 click online advertising (28%).


 Most suppliers did not rely on any single marketing or PR tactic for more than 25%
 of their sales leads. This is an important finding, as it shows the importance of
 spreading your marketing and PR budgets across a variety of tactics – both
 traditional and Internet.




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                         11
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead



For suppliers who did rely on a few marketing tactics for more than 25% of their
sales leads, the tactic of choice was typically direct marketing (print and/or e-mail)
and print advertising. For suppliers investing in pay-per-click advertising, 10% relied
on this tactic for more than 75% of sales leads.


This discipline of allocating budgets across a wide variety of marketing and PR
activities will prove invaluable as increased competition comes to the senior care
marketplace.


However, as buyers (and purchase influencers) of senior care products and services
rely more on the Internet as a source of product information (like they are in other
industries), senior care suppliers will find it imperative to shift more marketing and
PR dollars toward activities that increase their online presence.


Based on our findings, and experience in marketing and PR, the must-do marketing
and PR tactics for measurable lead generation include (in no order):

•   Direct marketing (majority with e-mail but some print).

•   Search engine optimization.

•   Publishing of original content (e.g., white papers) tied to direct e-mail marketing
    and SEO efforts.

•   Trade show exhibiting and speaking.

•   Webinars/Webcasts.

•   Pay-per-click advertising.

•   Search-optimized press releases.


In fact, with the exception of trade show participation, all the above tactics integrate
well together.


For example, a supplier may produce a white paper or Webcast, announce its
availability via direct e-mail marketing, search-optimized press releases and a PPC
campaign, and then publish the content to their Web site. Each step plays a critical
role in lead generation and SEO.




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                          12
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 Where the Sales Lead Come From




Suppliers’ Marketing and PR Challenges

 Some of the challenges are familiar and perennial:       The biggest marketing
 generating more qualified leads, properly                and PR challenges for senior
 allocating the marketing budget, and developing
                                                          care suppliers was generating
 the company’s brand and message. However,
                                                          more sales leads.
 outside of these challenges, the biggest marketing
 and PR challenges for senior care suppliers were increasing online visibility and
 understanding “Web 2.0” Internet marketing technologies (e.g., blogging,
 podcasting, SEO).


 We believe the buying behavior for purchasers of senior care products and services
 will increasingly reflect overall consumer buying behavior—buyers turn first to the




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                         13
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 Internet. Marketing successfully to the senior care buyer will always be challenging,
 but in a rapidly changing technological environment, and because of shifting patterns
 of buyers’ behavior, it is more important than ever for senior care suppliers to
 master new channels and new technologies. And based on our findings, most senior
 care suppliers agree with this point.


 Percentage of Suppliers Identifying as
 Somewhat Challenging or as a Major Challenge




How Do You Know You’re Winning?
Metrics, Metrics, Metrics.

 In the following table, we show the importance that suppliers place on various
 marketing and PR metrics. Gaining an understanding of the relative importance of
 all these marketing metrics is key to grasping how suppliers as a whole will be
 measuring their own performance in 2008.




 P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                         14
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead



The Level of Importance Suppliers Give Each Tactic When Evaluating the
Effectiveness of Their Marketing Investments




While sales was ranked as the most important metric to almost every business
selling senior care services, it is misleading to use this metric when evaluating the
effectiveness of your marketing and PR activities. True, if you stopped all marketing
and PR activities, your sales leads would likely dry up and new sales would soon
grind to a halt. Yet, while a supplier’s marketing and PR activities may generate
hundreds of qualified leads, it may not automatically result in new sales if the
supplier was unable to convert those leads. In other words, sales are not a good
measurement of marketing and PR because for most suppliers, marketing and PR
alone does not close deals. Marketing and PR bring the leads in, but sales must close
those leads. For these reasons, we excluded “sales” from this discussion on metrics.


Sales excluded, the three most important metrics suppliers use to measure the
effectiveness of their marketing and PR are sales leads and brand recognition (tie),
print media placements and online media visibility. Two other very important metrics
included Web site traffic and search engine rankings.


All these metrics overlap and are a byproduct of effective marketing and PR. For
example, if you have high online visibility, you will likely have more brand
recognition, higher site traffic, increased sales leads and improved search engine
rankings. But more often than not it will start with online visibility. This is a critical
point. Increasingly, buyers of senior care products and services are going to the




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                              15
                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 Internet when beginning their search for products and services – second only to
 asking a peer. Therefore, the importance of an online presence is growing every day.


 And with the exception of brand recognition, all these metrics are easily measured
 and extremely quantifiable. For these reasons, SeniorCareMarketer always endorses
 using online visibility, Web site traffic and sales leads as three key metrics to use
 when evaluating the effectiveness of marketing and PR investments. It’s the
 combination of both marketing and PR activities that drive these metrics, although
 PR is less “accountable” for leads and sales than marketing. But the significant
 differences end there. Senior care suppliers already see marketing and PR in highly
 overlapping ways, indicating that “Marketing PR” as a unified concept is well on
 its way to complete acceptance among this population and that 2008 will see a
 greater integration and synchronization of these formerly separate disciplines than
 ever before.



Public Relations and Press Releases

 Twenty four percent of senior care suppliers contract with an outside public relations
 firm or marketing agency, and nearly three quarters (70%) of those are either very
 satisfied or satisfied with the firm’s effectiveness. Only 10 percent of suppliers who
 contract with an outside public relations firm or marketing agency were not satisfied
 with the firm’s performance. Fifty percent of those using an outside firm pay a
 monthly retainer of $3,000 or less and 40 percent pay $5,000 or more. Ten precent
 pay over $10,000 a month.

  Number of Monthly Press Releases                     Do You Search-Optimize
  Distributed Over a “Wire” Service                     Your Press Releases?




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                  Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                             Marketing and PR Dollars in the Last 12 Months and What’s Ahead



 At first glance (see above pie charts), the fact that over half of senior care suppliers
 do not search-optimize their press releases is a surprising finding because a search-
 optimized press release directly impacts a supplier’s Web site traffic, search engine
 rankings, online visibility (brand recognition) and sales leads – all of which were
 reported to be among the most important metrics suppliers use to measure the
 effectiveness of their marketing and PR. In fact, there is little doubt that regular
 distribution of search-optimized press releases is one the most important marketing
 tactics – and most cost-effective – a supplier can invest in.


 It is also a surprising finding because our research showed that nearly 70% of
 respondents said the marketing department manages their company’s PR. Marketing
 should know better. Right?


 However, as discussed earlier in this report, one of the biggest marketing and PR
 challenges for senior care suppliers was understanding Web 2.0 technologies. In
 other words, while suppliers admittedly want to know more about SEO and Web 2.0
 (both of which relate to search-optimized releases sent via wire service), many are
 hesitant to take specific action in or make concrete strategic commitments to these
 new disciplines of marketing.



Social Networking Participation

 The popularity of social networking is surging, yet most senior care suppliers (64%)
 are not participating – again, this is consistent with our other findings showing senior
 care suppliers as slow adopters/laggards to Internet marketing and PR technologies.


 For those that do participate in social networking, LinkedIn is the favorite
 community, with 23% of suppliers using this service. Other social networking sites
 mentioned included Facebook, MySpace and Friendster, and MyRagan.



Staying Knowledgeable

 As expected, senior care suppliers rely on a variety of sources to keep up with what’s
 going on in the senior care marketplace. However, e-newsletters were the favorite
 among suppliers for staying abreast of what’s going on in the senior care
 marketplace, with 30% of suppliers reading an e-newsletter daily and 40% weekly.
 Other popular outlets include print trades or newsletters, analysts, and industry




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                   Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                              Marketing and PR Dollars in the Last 12 Months and What’s Ahead



  insight from thought leaders and/or experts. The least relied-on vehicles for staying
  current about senior care news were blogs, with 71% of suppliers “rarely” reading
  a blog.



Supplier Optimism Heading into 2008

  The majority of suppliers were “Very Optimistic” (40%) or “Somewhat Optimistic”
  (40%) about the overall health of the senior care marketplace in 2008, expecting
  their revenues to grow “significantly” and “moderately,” respectively. Roughly 17%
  were “Neutral,” expecting their revenues to be about the same as last year. Only 2%
  were pessimistic and expecting their revenues to decline in 2008.



Final Thoughts

  We do not expect to see major differences in marketing and PR activities in the next
  twelve compared to the last twelve, based on what our respondents report. Budgets
  will rise overall. Spending will shift incrementally; what worked this past year will be
  repeated next year. Testing and experimenting with Web 2.0 technologies offers the
  promise of bringing suppliers both large and small closer to their potential buyers
  and existing customers.


  What continues to be worth our attention is the breakdown of the barriers between
  traditional marketing and PR disciplines and the convergence of Internet/Web 2.0
  marketing practices as evidenced by a new breed of marketing and PR professionals.
  While not directly addressed by our research data, a deeper reading combined with
  what we know of marketing and PR professionals shows another subset of
  convergences happening. PR and media pros are learning how their work impacts
  Web visibility and SEO. Internet marketers who are often thought of as tacticians
  and technical mavens of SEO are coming to the fore of marketing communications
  and impacting company brands as much as or more than the ad execs or the PR
  team. Multi-disciplinary generalists are working alongside tactical specialists in a
  more unified approach to marketing and PR.


  As a result, we expect to see the mix of traditional marketing and PR, online and
  Web 2.0 marketing, evolve accordingly.




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                   Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                              Marketing and PR Dollars in the Last 12 Months and What’s Ahead



  Yet, as we mentioned at the beginning of this report, the senior care industry is
  entering a high growth phase but many senior care suppliers are unprepared for the
  competition they will soon face and are not investing sufficiently in marketing and PR
  (both traditional and non-traditional activities) to be in an optimal position to benefit
  from this growth – and fend off new competitive threats.



About SeniorCareMarketer

  www.SeniorCareMarketer.com, a service of Fisher Vista LLC, is an online subscription
  service that gives senior care suppliers access to critical marketing and PR
  information while also helping them generate publicity, website traffic, sales leads
  and improved search-engine rankings. The SeniorCareMarketer Services Group helps
  suppliers who do not have the internal resources available and/or internal expertise
  to fully leverage the power of a SeniorCareMarketer.com subscription. For these
  companies, the SeniorCareMarketer Services Group offers a full range of marketing
  and public relations services as well as Internet/Web 2.0 digital media services.



About Fisher Vista, LLC

  Fisher Vista, LLC is a marketing services firm focusing on the senior care and human
  resource marketplaces. Our products and services combine innovative Web-based
  technologies with traditional marketing and PR. Since 2000, we’ve helped hundreds
  of suppliers improve their marketing and PR and generate more publicity, website
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  Fisher Vista, LLC Products and Services

  HRmarketer.com

  If you sell to human resource professionals, you
  will benefit from a membership to
  HRmarketer.com, the no. 1 Internet marketing
  and media visibility service in the human
  resources industry. Over five hundred human
  resource suppliers have used HRmarketer.com to
                                                             www.HRmarketer.com –
  generate publicity, website traffic, sales leads
                                                       For companies selling to the human
  and improved search engine rankings.               resource department of an organization.




  P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                         19
                 Trends in Senior Care Marketing: Where Senior Care Suppliers Spent Their
                            Marketing and PR Dollars in the Last 12 Months and What’s Ahead




HRmarketer Services Group

Many organizations do not have the internal
resources available to fully leverage the power of
their HRmarketer.com membership. For these
companies, our Services Group offers a full
range of marketing and public relations services
as well as Web 2.0 digital media services.


SeniorCareMarketer.com

The senior care industry is booming and it’s just
getting started. From home care services and
medical products to housing options like assisted
living, the demand for products and services
relating to the care of older Americans is
growing exponentially. SeniorCareMarketer.com
will help you get a jump in this competitive             www.SeniorCareMarketer.com –
market by helping you generate publicity,               For companies selling products and
                                                     services relating to the aging of America.
website traffic and sales leads.

SeniorCareMarketer Services Group

Many organizations do not have the internal
resources available to fully leverage the power of
their SeniorCareMarketer.com membership. For
these companies, our Services Group offers a full
range of marketing and public relations services
as well as Web 2.0 digital media services.


ShirleyBOARD.com

The ShirleyBoard is an online community for
people caring for aging loved ones, helping
caregivers centrally store important information,
keep a log of daily activities, and network with
other caregivers. The ShirleyBOARD can be
licensed or private-labeled by organizations who
want to imbed this service within their Web site.
                                                            www.ShirleyBOARD.com –
Please contact us for more information.
                                                         An online community for people
                                                           caring for aging loved ones.


   PO Box 10, Capitola, CA 95010 • 831-685-9700 • info@seniorcaremarketer.com
                     © 2008 SeniorCareMarketer.com. All rights reserved.




P.O. Box 10 • Capitola, CA 95010 • 831.685.9700                                              20

								
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