Building a profitable client base is a priority for all home care agencies, new and established. However, reaching more affluent clients often means thinking a little differently when it comes to marketing. A recent Pew Internet Project poll offered some interesting insights into how high net worth seniors use the Internet, and the numbers could be useful, particularly for those home care agencies who have yet to fully embrace online marketing.
The poll reiterated what has been shown for several years now – seniors (those age 65 and over) are continuing to adopt and become more comfortable with the Internet and other technologies. While they still lag behind other generations, nearly 60% of seniors go online each day. Pew’s research also shows that affluent and well-educated seniors have become Internet users at substantially higher rates than those in lower income and education brackets. Their research states that, “Among seniors with an annual household income of $75,000 or more, 90% go online and 82% have broadband at home. For seniors earning less than $30,000 annually, 39% go online and 25% have broadband at home.”
What this means for marketing home care is that the old excuse that seniors aren’t online is no longer valid. In fact, with numbers steadily growing the way they have been, we can expect to see even more older adults online in the coming years.
Not only that, but, according to Pew, “Once seniors join the online world, digital technology often becomes an integral part of their daily lives. These older Internet users also have strongly positive attitudes about the benefits of online information in their personal lives.” 94% of seniors who use the Internet agree “the Internet makes it much easier to find information today than in the past.” What if these seniors are searching for home care services in your area? Will they be able to find your agency?
How to Market to High Net Worth Seniors Online
- Have an informative website that is easy to navigate.
- Make it easy for your site and services to be found. This is where SEO comes into play. Use keywords that people searching for home care use within your site and social media posts, and examine and adjust your SEO plan each month.
- Tailor your services to meet their needs. Most affluent older adults are used to concierge-type services that can accommodate whatever they need. Play up the high-level, personal attention that your agency can provide.
Once you’ve attained some higher net worth clients, don’t forget to train your caregivers in how to properly work within more affluent homes. Our award-winning Adapting to a Family’s Lifestyle DVD teaches caregivers the skills they need to perform in an affluent in-home setting.