Print Still King in Assisted Living Advertising, Despite Web Growth

Trade organizations and facilities operators in the assisted living and independent living sectors acknowledge that more of their target demographic is frequently using the Internet. Even so, they still maintain that print advertising for assisted living and independent living facilities remains paramount for nearly any successful campaign.

Jerry Cooper, spokesman for the Assisted Living Federation of America, tells HSR that assisted living operators continue to use newspapers and magazines as the primary vehicle for their messages to consumers. However, the use of websites and social media sites is getting more focus because they are inexpensive marketing platforms. He warns that the industry needs to resist relying too heavily on online pursuits because potential assisted or independent living residents still want their newspapers every day.

Cooper tells us newer Web-based capabilities, coupled with heightened interest among older consumers, have changed the way print advertisements are presented. In this world of the Internet, print advertisement not only needs to point out a facility's amenities, it also has let potential customers know how to obtain more information (e.g., from the Web).

Lindsey Cheshire, director of marketing & admissions for the Virginian in Fairfax, VA, tells HSR that print isn't as successful as it once was. Still, print often works better than any other media for building a brand name and getting people interested in at least visiting a website, Cheshire says.

Brian Shappell, Housing for Seniors Report.