As senior living professionals, we know that providing exceptional care and experiences for our residents is at the heart of everything we do. But behind that mission is a critical question:
How do we continue to grow — strategically, sustainably and in a way that aligns with our values?
Marketing your senior living company during an acquisition is a delicate process that requires clear communication to reassure stakeholders and maintain confidence. By ensuring strategic alignment, operational continuity and value creation, you can help frame the acquisition process as an opportunity for improvement while ensuring a seamless transition for all stakeholders.
How to Communicate to Build Confidence and Alignment
Clear, strategic communication builds stakeholder confidence and ensures organizational alignment during acquisitions. Let’s discuss the steps you can take to ensure changes are communicated clearly and thoroughly.
1. Develop a clear message
It’s crucial to develop a clear and consistent message early on to help mitigate fears and control the narrative surrounding the acquisition. Your messaging should explain why the changes are happening and how they will benefit both companies and customers, as well as other stakeholders. You’ll also want to highlight the positives: growth, stability and long-term value.
2. Evaluate your brand identity
Consider both brand positioning and brand equity protection. First, ask if your brand identity will remain intact or if a rebranding is planned.
If you have existing brand equity, identify which brand elements customers value most and should be preserved — such as your logo, colors and messaging. Take a unified approach by incorporating positive aspects of acquiring the company’s brand.
3. Coordinate internal communication
Your employees will need to understand how the acquisition affects them. Share the future vision, company values and any changes to their roles.
You’ll want to develop a communication and retention plan to keep your key staff motivated and informed. Provide clear development opportunities and support during the transition, and ensure internal communication is frequent to reduce uncertainty.
Related: See where your current senior living marketing plan is falling short >>
4. Prioritize resident retention and relationships
Ensure that existing residents are informed and feel heard regarding the changes. Focus on retaining residents who may feel uncertain during the transition. Consider offering special deals or personalized outreach to help strengthen relationships. It’s also important to show you care about resident feedback. Actively gather and respond to questions and concerns during the transition.
It goes without saying that disruptions to residents, families and staff during the acquisition process should be minimized as much as possible. Maintain high standards of care and services throughout the transition.
5. Assess tools, partners and suppliers
Review the assets of each organization and develop a plan to integrate them. Remember to address the following:
- CRM and data systems – Integrate systems between the two companies to ensure seamless customer data management.
- Marketing automation – Leverage automation tools to streamline communication during the acquisition process.
- Partners and suppliers - Keep them in the loop to maintain trust and assure them that business continuity will remain intact.
Measuring Success Post-Acquisition
Once the deal is complete, evaluate and measure your results. Key metrics to track include:
- Resident retention rates, brand perception, engagement with sales and market share.
- Engagement with acquisition-related content and communication.
- Post-acquisition surveys to understand how residents perceive the acquisition and whether they feel their needs are still being met.
Be ready to adjust your marketing strategy based on feedback and ongoing market analysis.
Get Help With Your Senior Living Marketing Strategy
Creating a marketing and communication plan for a senior living acquisition is a big job. Whether you need help outlining a big-picture strategy or executing tactics, Marketing Essentials brings real-world experience and the knowledge to bring your vision to life.
