Across senior housing and care settings, the marketing landscape continues to shift along with changing market factors. Through Aging Media Network’s (AMN) annual Aspect Marketing and Advertising Awards program, we recognize the “best of” these efforts each year.
AMN is now accepting submissions for the second annual program, aimed to highlight and feature the senior care industry’s best examples of advertising, public relations, and marketing endeavors. These awards recognize the creative work completed by industry professionals delivering products and services in skilled nursing, home health / home care, hospice, senior living, and behavioral health.
We sat down with one of this year’s competition’s judges, Nick Hoffmeyer, Broda Inc.’s VP of Marketing, to weigh in on the latest marketing trends, what needs to change in home health & home care marketing long-term, and what’s on the horizon for this year’s Aspect Awards competition.
What current trends are you seeing in home health care marketing?
In general, home health care has gained more attention as more individuals move or consider home care over care facilities. We’re noticing a trending interest in home accessibility, aging in place and telehealth, specifically. More and more people are exploring these needs and searching for products and services to help. Greater demand has been effectively focused on digital channels and online content, including video, blogs, articles and virtual consultations.
How do you define success in today’s marketing and advertising?
The ability to measure and optimize the success of marketing and advertising has become more important than ever in this uncertain economic environment. Traditionally, success has been defined by an increase in purchase transactions. With today’s marketing technology, however, success can also be indicated by growth in product awareness, customer interest, or even online brand sentiment.
What’s your outlook for home health care marketing for 2022?
In an age of digital overload, it will be a challenge for marketing to cut through the noise and provide the right information, products and services at the most optimal time in the buyer journey. Building trust and interest with customers remotely will continue to be difficult in an era of misinformation, but with new marketing tools, human-to-human social networking, and interactive content, brand trust can be engendered online.
What do you look for when judging the Aspect Awards campaigns?
I look for campaigns that articulate an authentic theme or idea in a unique way that resonates with a target audience. The campaign should consistently carry the message – from copy to call-to-action – through many different channels and mediums. Finally, beyond the story and execution, a campaign needs to demonstrate clear and compelling results that showcase the success of the effort.
What will capture your attention in this year’s competition?
I’m looking forward to seeing the creative ways providers and agencies cutting through the noise in a crowded online space. I’m excited to see how the entrants have integrated social networks to expand their reach and genuinely engage with their audience.
About the Aspect Awards
The awards program draws entrants from Aging Media’s highly qualified, global audience including subscribers of its health care-continuum publications Home Health Care News, Senior Housing News, Skilled Nursing News, Hospice News, and Behavioral Health Business.
The deadline to enter is January 31, 2022. Judging of the submissions will be completed during February 2022 by a panel of industry professionals representing each of these five continuum categories. Winners will be announced in March 2022.
For more information on the Aspect Marketing and Advertising Awards, visit aspectawards.agingmedia.com.
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