You Have to be Different when Marketing to Seniors

Marketing to Seniors through DifferentiationStop! Don’t start any marketing activities until you answer this question. Why is a senior or their family better off buying your product or service than buying from your competitor?

The answer is critical to communicating a clear message to your target market.

I talk to a lot of professionals who are marketing to seniors–producst and services such as home care, assisted living, durable medical equipment and more. When I ask them how they stand out in a crowded market, they’re often stumped.

For example, you’ve probably noticed that competitors in the homecare market are springing up like weeds in fertile soil. And when I ask homecare company owners what makes them different, they invariably say “our service.” Well, if this is the differentiating point, how come they are all saying the same thing?

It’s possible, of course, that their service is different, but they just haven’t discovered yet how to put into words what makes it different. But the problem is, if they can’t clearly communicate the uniqueness of their service, family caregivers, medical professionals and seniors certainly aren’t going to be able to figure it out.

So before you spend any time or money on marketing campaigns, take a look at your service or product. Think through what you really do well and be honest with yourself about areas where you’re not so strong. Then compare these strengths and weaknesses to those of your competitors. Is there an area where your company truly offers added value to the customer?

If there is, trumpet it to the world.

If there isn’t, create some differentiation. And it’s not just a matter of being different, you want to find something that’s differentiated and matters to the customer. So research your target market to discover what needs are not being met. Evaluate if your company has the capabilities to meet this need and, if so, move forward.

Once you know what makes your company different and more valuable in the eyes of the customer, you can create compelling marketing messages.

Marketing to Seniors ReportTo learn more, download our FREE reportHow to Market Products and Services to Seniors, Overcoming Denial and Guilt.



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