Can Real-Life Testimonials Improve Credibility In Senior Care Marketing?
If you run a senior care business, you may be wondering how to build credibility and show what makes your facility a great choice for seniors and their families. What’s the best approach?
Incorporating real-world testimonials from past and current residents into your marketing materials is a fantastic option! Why? Let’s get into the details.
Testimonials Are A Powerful Marketing Tool For Senior Care Facilities
When prospective residents and their families are looking for the right assisted living facility, nursing home, or other senior living community, they want to see more than just a slick website and marketing plan – they want to learn about what living at your facility is really like.
Testimonials serve this function perfectly, allowing past/current residents or their family members to share their real-world experiences while living in your facility. Along with marketing materials and facility tours, this helps them learn more about the lifestyle they can expect.
In fact, testimonials are an extremely powerful type of “social proof.” According to statistics gathered by WiserNotify, 72% of people trust a business more after they read positive reviews and testimonials.
Similarly, 70% of people will trust reviews and testimonials from people they don’t even know – and 92% of people trust them if they're published by a peer, according to statistics published by OptInMonster.
Tips On Using Testimonials To Recruit More Seniors To Your Facility
So, testimonials can help improve your credibility. But how can you maximize their effectiveness? Here are a few quick tips.
Make efforts to gather more testimonials – If you want to publish more testimonials, you’ll have to gather them first. There are lots of ways to gather testimonials. Asking in person, calling residents and families on the phone, sending out email surveys, or posting on social media are all good options.
Showcase the best testimonials online – 93% of “shopping journeys” start online. So if you want to show off the resident experience at your facility, your website is the best place to do it. We recommend putting testimonials on your homepage, individual landing pages, and “about” pages, for a start.
Incorporate testimonials into traditional marketing, too – Not everyone is online! Once you’ve got some great testimonials about your facility, it’s a good idea to incorporate them into printed marketing materials, billboard ads, radio spots, TV commercials, and your other traditional marketing campaigns.
Offer the opportunity to connect with current or former residents – If you want to go above and beyond, you can offer prospective residents the opportunity to meet with current or former residents or their families. This lets potential residents ask questions, hear about real-world experiences, and get the “inside scoop” on what to expect if they choose to live there.
Going Deeper: Why Testimonials Resonate With Senior Care Audiences
It’s one thing to know that testimonials work, but understanding why they work can help you leverage them even more effectively. Here are some key reasons testimonials resonate so strongly with senior care audiences:
They address emotional concerns – Choosing a senior care facility is an emotional decision, not just for prospective residents but also for their families. Testimonials provide a sense of reassurance, showing that other families and seniors have found comfort, care, and happiness in your facility. By addressing fears about the unknown, testimonials help ease anxiety and foster trust.
They showcase unique aspects of your facility – Every senior care facility has its strengths, whether it’s exceptional staff, a vibrant community, or top-notch amenities. Testimonials can highlight these aspects in a genuine way. For instance, a resident’s testimonial about how they felt supported during a difficult time can spotlight the compassionate care your team provides.
They create a personal connection – Marketing materials often feel impersonal, but testimonials bring a human touch. When someone reads about another senior’s joy at participating in weekly social events or a family member’s gratitude for attentive care, it’s much easier to picture themselves in the same scenario. Testimonials build a bridge between your facility and your audience by making the experience relatable.
They emphasize your facility’s transparency – Sharing real-life stories demonstrates that you’re open about what your facility offers. Transparency is key in senior care, where trust is paramount. Testimonials show that you have nothing to hide and are confident in the quality of your services.
Maximizing Testimonial Impact Across Channels
To ensure your testimonials make the biggest impact, you need to strategically integrate them across various channels. Here are a few more ideas:
Create video testimonials – Written testimonials are great, but video testimonials can be even more powerful. A video of a resident sharing their story or a family member expressing their appreciation can be incredibly moving. Post these videos on your website, social media, and even YouTube to reach a wider audience.
Highlight diverse experiences – Every resident and family has a unique story. Make sure your testimonials reflect this diversity. Highlight experiences from different perspectives, such as long-term residents, short-term rehabilitation patients, or family members who live far away but feel connected thanks to your communication efforts.
Use testimonials in email campaigns – Personalized email marketing campaigns are a great way to connect with prospective residents. Include snippets from testimonials to add authenticity and credibility to your messages.
Leverage testimonials during tours – Tours are a critical touchpoint for potential residents and their families. Consider incorporating testimonials into your tours. For example, you could display them on a screen in the lobby, include them in informational packets, or share them as part of the tour narrative.
Build Credibility And Bring In More Residents With Incept Health!
At Incept Health, we specialize in digital marketing for senior care facilities. If you’re looking to recruit more residents and build your profile in your local community, our team of experts is here to help. Contact us online to schedule a 100% free, no-commitment consultation today.