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Visit the family of corecubed websites for homecare marketing products and services

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Jun 22 2015

Good Content Makes the Best Digital Marketing

Posted by Merrily Orsini

Starting with good ingredients makes everything better.

The better the content, the better the results!

Good, better, best. Never let it rest. ‘Til your good is better and your better is best.

You probably remember this rhyme from a grammar lesson in elementary school, or maybe you’ve heard it as part of a motivational speech or church sermon (the quote has been attributed to various people over the ages, including St. Jerome, and has been used by numerous motivational speakers).

I like this rhyme for two reasons. When you think about it, it’s what those in the home care business strive for every day. Turning the good done every day into making life better for clients and their family resulting in the best home care experience and outcome for all during what’s often a very difficult time. When it comes to marketing your home care business, I also find this chant works well when trying to remember that good content leads to a better understanding of the home care services your business provides and ultimately creates the best digital marketing to engage not only current clients, but new ones as well.

In a recent Content Marketing Trends Survey by Ascend2, the results showed that 89 percent of companies using content marketing say it’s either “very successful” or “successful” in generating leads and improving customer engagement. The survey also provides a handy graph comparing what survey participants said were the most effective types of content with what was the most difficult to create.

Articles topped the list as the most effective type of content (54%), followed by videos (46%) and infographics (43%). Press releases were considered the least effective content (10%). In home care, most people, whether potential clients, their family or referral sources, are looking for answers to problems and questions they have. The road in front of them is not clear, and that is why content marketing works so well for this market. The content, however, has to be informative, compassionate, and compelling. And, because home care is not a one size fits all issue, whatever the issue that concerns the searcher, that is what content they will read and respond well to.

The Content Marketing Institute ran a great piece recently on The Five Pillars of Content Marketing that’s required reading to understand the value of good content marketing, and just how difficult it is to create it, (and why you’ll want to leave it up to experts-like us!). #1 is “Understand your audience”. That is where most folks fail. the audience for home care is generally NOT the person needing care. It can be varied, from the adult child to the referral source, so the content needs to reflect those different audiences. #2 is “Map the content to the sales cycle”. If you do not understand the sales cycle, then I suggest that you attend our webinar that is scheduled for this week, Wednesday, June 24th.  corecubed will be hosting a FREE webinar, from 12 p.m. to 1 p.m. EDT, How Social Signals Increase Authority for Your Website.

In searching for home care and elder care, finding a resource online (digital marketing) has taken the #1 spot. Our social signals webinar is a great opportunity to learn more about what authority means, and how you can use social media as one digital marketing tool that will send current and potential clients to your agency to inquire about your home care services. I hope you’ll join us, so we can help you go from good, to better, to best.

 

 

 
Jun 16 2015

#WHCOA: Take Your Thoughts To The Top

Posted by Merrily Orsini

Join the nation to give input on aging in America at the White House Conference on Aging.

#WHCOA is July 13, 2015. Engage!

Whether you are simply just aging yourself or are a frontline member of the aging care community, it’s important that we take every opportunity we can and share our stories, insights and concerns with those who can make a difference. And the annual White House Conference on Aging provides the ultimate chance for us to take what we know and our suggestions on the future of aging care straight to the top.

This year’s conference will take place on July 13. I’m letting you know about the conference now, not only so you’ll set aside that time on July 13, but also so you have time to participate ahead of time. The conference website, WhiteHouseConferenceonAging.gov, lists six different ways you can get involved, and I hope you’ll consider some if not all, of them. The following ways to get involved, however, may be particularly relevant to anyone in the home-centered care business:

Provide Your Thoughts About the Issues: The conference takes a look at four policy briefs related to caregiving, on retirement, about elder justice, on long-term services and support, and healthy aging. You can read the briefs online and are encouraged to provide your own online comments. If you read through what’s already there, you’ll see several caregiving organizations have already offered their insights and concerns.

Join the Twitter Chat: By now you may know what a firm believer I am in the intrinsic value of social media. Well, the White House Conference on Aging knows it, too, and that’s why they have a Twitter page dedicated to the conference. The White House encourages members of the caregiving community to Tweet their questions on caregiving using the hashtag #WHCOA. Your question may be chosen to be one answered by the panel of experts during the conference.

Host a Conference Viewing Party: The White House provides detailed information on how you can host a viewing party, including questions you can ask your viewers to facilitate and further the discussion of caregiving. Consider this part of your staff training, or part of a neighborhood or family event.

Don’t waste another minute. You can sign up now via email to receive regular updates on the conference as it approaches.  This link also provides a wealth of other communication options in case you are interested in any sort of specific information on aging-related and disease related issues.

At corecubed, we’re all about getting you the latest information to move your business forward. The 2015 White House Conference on Aging is not one to be missed, and we look forward to learning from it and applying what we learn as we work with our marketing partner clients to grow their businesses.

Our experts specialize in the latest tools and information in aging care and marketing, to help your homecare and aging services business stay current and at the forefront of our field.  We can help identify and bridge your knowledge gaps and provide an action plan for addressing the issues your business faces now, and in the future. To learn more about our various marketing services, contact us today.

 

 

 
Jun 15 2015

What Does Being 68 Look and Act Like?

Posted by Merrily Orsini

The Boomers Are Different as Elders Than Anyone Ever Before

We’re the Wildest Cats Alive…We’re the Class of ’65!

With a graduating class of 683 at North Little Rock High School in 1965, and 112 classmates having passed on, one might think the others would be worse for the wear in 2015. However, I celebrated a milestone this past weekend with a 50th high school reunion, and the attendees were as varied now as they were 50 years ago. Age seemed less of a factor than life’s experiences, and current interests.

Some were easy to recognize as they literally looked eerily similar to what they did in high school. Some were hard to recognize, but, only because of weight gain or loss over the years. Some looked much older than others, and the same was true with mobility levels. The two hours of dancing to 60’s music brought many onto the dance floor, but others moved into the quiet room and just conversed. However, each person was interested enough to be there, and each person had a good life story to tell and share.

All had made the trek, whether across town or across the country to share memories, renew acquaintances, and make new friends. And, this social activity is one of the most important things we can do as we age. Facebook has created a new way to connect, and those who do use Facebook can now stay in touch, share interests and learn about new or different interests from those who we knew so many years ago.

Counting years is really only an academic exercise, however. The crux of aging well is taking care of oneself, and maintaining an interest in life. Unrealized potential, is still unrealized, no matter the age. There are plenty of stories of old folks who started exercising late, or painting, or writing, or traveling.

It will be interested to see, as the years go on, who accepts the challenge of trying something novel and complex, and who just lives life, accepting what comes along the pike and does not venture out.

Whatever the outcomes, I am truly blessed to have ongoing interests in work and hobby that introduce the novel and complex on a daily basis, and, hopefully, keep me young at heart, and in mind.

The event was videoed, and, if you are interested in my challenge to the class (as an emcee for this august event), some of it was captured in this video.

 

 

 
Jun 10 2015

Caregiving in the U.S. 2015: A New Report and Insights into Family Caregivers

Posted by Merrily Orsini

Family caregiving responsibilities are only increasing.

Future predictions are for too many people needing to much care.

A new joint research study conducted by the National Alliance for Caregiving and the AARP Public Policy Institute, Caregiving in the U.S. 2015, released on June 4, highlights the challenges unpaid family caregivers and their loved ones face, and the caregiving solutions needed. Not only does this study build on previous such studies conducted by NACS and AARP in 1997, 2004, and 2007, these advocacy groups say this new research provides an even better baseline for identifying today’s family caregiver and changes to caregiving in the future.

Here are several emerging trends in family caregiving highlighted in the report, along with my insights on why your homecare business should keep these in mind:

Changing caregiver demographics:  While women still carry the bulk of caregiving duties–the average caregiver is a 49 year old woman who takes care of an elderly relative—men now make up 40 percent of family caregivers, providing 23 hours of care weekly. And middle age caregivers no longer have a monopoly. As the parent-child age gap continues to rise, Millennials, those between 18 and 34, now make up 25 percent of family caregivers. And as we continue to live longer, though not necessarily healthier, there has been an increase in caregivers age 75 or older, usually caring for an ill spouse. These seniors often go it alone or seek help from friends and family.

Caregivers aren’t a single demographic and their needs aren’t a one-size-fits-all, which is why it’s crucial for your home care business to showcase the depth and breadth of services it offers, for both the caregiver and their loved ones.

The rise of higher-hour caregivers: This growing category encompasses caregivers who provide at least 21 hours a week of unpaid care, have been doing so for an average of 5 ½ years and are expected to continue providing such care for another 5 years.

Higher-hour caregivers can easily suffer caregiver burn out much more quickly than the occasional family caregiver.  The study found 46 percent of higher-hour caregivers report high emotional stress. Home care agencies provide valuable services to these caregivers, in terms of not just daily task management, but also respite care. In order for family caregivers to continue clocking in these hours for the next five years, they need to all focus on themselves. The support of a respected home care agency and its well-trained staff can help these caregivers see that they should put themselves first, and give them the tools to do so, without compromising the level of care they expect for their loved ones.

Growing financial strains: The financial strain of caregiving continues to be a major factor in caregiver stress. Caregivers reported an average household income of $45,700. Higher-hour caregivers, specifically, reported difficulty finding affordable options within their communities, including affordable in-home health services.  In addition, four out of 10 long-distance caregivers use paid services to care for their loved one, but 21 percent of those who lived more than an hour away reported feeling a financial strain.

It’s our job in home care to be seen as an ally on this caregiving journey, demonstrating that the benefits of our services far outweigh the costs. If a caregiver doesn’t feel she is getting what she paid for, that could compound her feelings of financial strain.

Home care reduces some of the burdens these family caregivers face. At corecubed, we help you market your homecare business more effectively to reach out to caregivers and meet their needs. We can also help with staff training, to help your business attract and retain the best and brightest so that your services are seen as a benefit, not just a cost. It’s not about lowering costs or offering the cheapest option available, but the best options and services available to assist these families where they are at, both financially and emotionally.

I hope you’ll take some time to read the full report, and contact us at corecubed today to find out how we can help you as the future of caregiving continues to change.