Building relationships directly with consumers and enhanced communication with “satisfied customers” are just two ways for your facility/community to increase inquiries and admissions. Take advantage of the strong interest on the part of families to be more proactive in the planning and delivery of care for their loved ones by offering educational materials and information that address issues of importance to seniors and their families.

Let’s face it, long-term care is not a “hot” topic with the average consumer. To establish relationships with sons and daughters before mom and dad need your services, you need to “think outside the box.” Special caregiver support programs and intergenerational education partnerships with local schools are just two strategies that we use successfully.

Enhance your credibility by positioning your community or facility as experts in senior care. Share your knowledge with the public via special initiatives and programs that put your materials in their hands. Use education as a means to build awareness and bring both your residents' family members and the public to you.

Begin building relationships and positive word-of-mouth among adult children of seniors in your community before their parents need your services. Consider offering caregiver support programs and creating intergenerational educational partnerships with local schools and houses of worship to help predispose these future decision-makers to your facility and its services.

Ever wonder why almost all hospitals have "education" as a major component of their public relations program? Education provides an opportunity to create credibility and establish relationships with consumers long before health care services are needed. Let’s learn from this and use this strategy to help build our own consumer relationships.

Use educational materials and resources on senior health and wellness topics to establish your credentials as senior care experts and advocates within your community. A well-designed program should deliver a regular flow of useful information that establishes relationships between your facility and individuals and families before your services are even needed. In fact, this important best practice can be used with multiple audiences.