By Steve Moran
Before you blow up on me, I get it — “the regulations,” which means this might be impossible in many states and more difficult in others. And yet, with the ability to create an admission package that is electronically signed, even a hundred-page admission package might be possible.
Inspiration
I found the inspiration for this idea at MarketingDrive. For a few weeks, when you signed up for Domino’s Pizza, you won a realistic chance to get an Emergency Pizza for free.
The way it worked is that you signed up for the loyalty program and made one purchase. You were then entitled to a one-time free Emergency Pizza if, say, you were running late and didn’t feel like feeding the kids, or burned dinner.
They first launched the program in 2023, and it brought 2 million people into their loyalty program and kicked off three quarters of positive growth.
Respite on Steroids
Doing this in senior living is about acknowledging that your primary customer is the family member. In every family’s life, there is a need for a break when being a family caregiver — events everyone needs to attend, for multiple hours or even overnight.
When this happens, the choices are:
- Skip the event.
- Ask a friend to stay over.
- Use an agency.
All of these are terrible choices.
But Imagine
But imagine having a program where someone could stay for up to a week, or three days for free — or, if you wanted to make sure they had some skin in the game, pay for one day and stay for four. Then you get that older person into your community, pamper them, send regular status updates to the family, and give them an amazing experience.
What Will Happen
First, some people will use it, and they will never move in and never tell another person about the experience. But some will like it so much that they will decide to stay, never moving out. Others will not stay but will tell everyone about the experience.
The one other thing I would request as a condition for staying: that they agree to give you a testimonial if it is a positive experience for them.
The real cost of doing this is very low, and the probability of adding residents is huge.
Would love to hear your thoughts! Have you seen similar innovations? Drop a comment below. 👇
Loyalty programs work. Our family used the Dominos “emergency pizza” last week. The senior living industry should adopt smart marketing programs like this. Obviously, providing care is not akin to picking up a pizza, but the idea still has merit.
I really like this. Imagine that every time a prospect came in, they went home with a boxed lunch or dinner. Or that say once a month a family member could either dine for free or get a free take out meal. Maybe even once a year, a family meal to take home.
Hi Steve, I love this! We offered free respite stays at Hearthstone for years. Usuallly it was for 3 days, but sometimes longer if we felt there was a strong possibility that the person might move in. We also offered free day care, AND a money back guarantee! Great marketing, great PR, great good will –even if the person did not move in.