Strategic Marketing for Tomorrow’s Aging Economy

Strategic Marketing for Tomorrow’s Aging Economy

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Dennis Gill: Hello, dear listeners. Welcome to CareSmartz360 On Air, a Home Care Podcast. I’m Dennis Gill, Senior Sales Consultant at Caresmartz.

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Dennis Gill: Today, we dive into the evolving world of senior-focused innovation. I’m honored to introduce Lori Beth Irvin, the award-winning founder and CEO of LBIngenuity an expert marketing strategist with over

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Dennis Gill: 20 years in healthcare, and a decade dedicated to senior living and aging services.

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Dennis Gill: From humble, modern girl roots to building a global boutique consultancy, Laurie brings powerful insights into strategic marketing for tomorrow’s aging economy, where purpose, precision, and growth intersect to shape the future. Welcome to the podcast, Laurie.

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Lori Beth Irvin: Thank you, Dennis. I really appreciate being here. I always appreciate the opportunity to speak to other senior care leaders and organizations about strategic growth marketing in our industry, so I appreciate the opportunity.

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Dennis Gill: No, thank you. You took the time today for our listeners, and I hope it would be a great, beneficial session for all our listeners today. So, without wasting any time, I’ll straight away jump onto my first question for you.

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Dennis Gill: So, Laurie, how do you craft marketing strategies that honor the diversity with the aging population?

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Lori Beth Irvin: Oh, great question, and thanks for asking that one. So, you know, in today’s landscape of senior health and then the aging industry,

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Lori Beth Irvin: diversity and honoring diversity is not only an ethical issue that we have as marketing professionals to uphold, but it’s also a powerful growth differentiator and driver currently. So, with the senior care consolidation shift, and a lot of competitors and saturation in the market, the days of marketing to the masses and expecting a great result, those days are gone.

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Lori Beth Irvin: Because now we have a lot of personalization that we have to uphold, that people demand and expect, as do older adults. And Dennis, you know that some of us who’ve been in the industry for many years, we understand that there’s a lot of different, client personas, or potential client personas, as older adults are evolving. You know, we’re moving past sort of the baby boomer

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Lori Beth Irvin: generation, and there’s a lot of different varied needs, wants, and desires, because we’re now… we’re even getting into adult… active… sorry, couldn’t get the word… adult, lifestyles. So, the key to

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Lori Beth Irvin: Aligning your organization, With all of these different.

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Lori Beth Irvin: client personas, and the success in marketing goes from personalizing to each of these client personas, but there’s a lot that you could do there and create a lot of assets for, is to really hone in and identify, and we do this at LB Ingenuity, identify your best

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Lori Beth Irvin: precision persona that you’re targeting, and I call it the PPT, and no, that’s not PowerPoint presentation.

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Dennis Gill: Yeah.

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Lori Beth Irvin: vision persona targeting, and we do that with our consultants at LB Ingenuity, and what it, captures is, it takes into consideration historical data, current consumer behaviors, interests, market research, competitive intelligence, AI, and predictive analytics.

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Lori Beth Irvin: To really hone in on what groups or potential client segments have the highest likelihood of needing or purchasing an organization’s product or service.

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Lori Beth Irvin: So, once you get one of your primary groups, primary and secondary persona groups identified, you can then start crafting messaging that speaks directly to their core motivations, things that are driving their buying decisions and improve engagement and conversion rates, because you’re not only just solving their problem.

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Lori Beth Irvin: You’re solving a specific problem, you’re not just throwing out a generalized problem and hoping that it catches on to a quarter or less than the… of the aging adult population. So, it’s really being a little bit more strategic and efficient.

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Lori Beth Irvin: With time management from a content perspective, and creating, strategies that actually align with more of your ideal client, not just a generalized one.

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Dennis Gill: Well, great to hear that. And how can agencies move from outdated senior stereotypes to uplifting, aspiration-driven marketing, according to you?

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Lori Beth Irvin: So, this is something that’s challenged the industry for many years, but now we’re moving forward, we’re shifting around the, imagery or the indoctrination of people being in pain, and solving a

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Lori Beth Irvin: offering a product or a service around a, quote, traditional, what healthcare would call, pain points. And when you see marketing that’s resonating around pain points, you’ll see a lot of fear-mongering, wording happening in the marketing messaging. You’ll see a lot of imagery with, and you’ve seen this too, I’m sure. We’ve seen… see a lot of these now on social media, too, of, like.

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Lori Beth Irvin: an older adult laying on the floor in pain because of a potentially fatal fall. It’s, like, really scaring the consumer into purchasing a product or service and taking it active.

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Lori Beth Irvin: fear-based reaction to buying your product or service. So, now what organizations are doing is they’re realizing that this fear-based marketing isn’t really working as.

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Dennis Gill: He’s under the cooking, yeah.

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Lori Beth Irvin: In the past, and we’re really creating lifestyle brands now.

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Lori Beth Irvin: So, you’ll see a shift… shift, and it’s still evolving as more, organizations enter our space, too, as to the real… really building lifestyle brands. So, it’s moving forward from what we do, or the pain we solve, and discomfort, to,

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Lori Beth Irvin: really refocusing it in on what the consumer or client gains from the product or service or solution. So, you know.

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Lori Beth Irvin: It’s… it’s leading with conversations that don’t lead with

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Lori Beth Irvin: levels of care, disease, or discomfort, and instead leading with lifestyle and vitality. You know, what’s the lifestyle and vitality your product or solution enables for people? And, you know, I always suggest, this is something that any organization can do, is gather your team about once a quarter, and start doing a marketing audit of all of your marketing assets.

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Lori Beth Irvin: Yes, anything from website to hard brochures to materials, and ask these questions. One, do we lead with disease, discomfort, or pain, or are we leading with lifestyle and vitality that we want to enable?

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Lori Beth Irvin: Number two, does our imagery show people living in pain or just existing?

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Lori Beth Irvin: And having no quality of life. Or does our imagery convey people living their best life, socializing, creative, extending longevity and independence for older adults?

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Lori Beth Irvin: And then the last question is, is your language based on fear of, will help you prevent something?

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Lori Beth Irvin: So, I like to use this, this example because I used to work for a fall technology company, and we really worked on reshaping the direction of that brand into, instead of something as simple as, we’re going to help you prevent a fatal fall, to…

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Lori Beth Irvin: We’re going to help you stay as active and independent as you want and need to be.

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Lori Beth Irvin: To survive and thrive.

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Dennis Gill: This way of saying it’s different, yeah? Got it.

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Lori Beth Irvin: Yeah. So, again, some of these simple, subtle tweaks and nuances, can create some of the largest and longer-term impacts for an organization. Just a subtle twist of a wording, messaging, or even an image now, because now we’re being inundated with even video images online with social media.

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Lori Beth Irvin: auditing, once a quarter can really help flip the script and make the consumer really feel like, man, I gotta have that product or service because I want to be proactive, I don’t want to be reactive. And it’s another way of not trying to use fear to intimidate people or, you know, get them, like, you know, sometimes I’ll be like, you know, strong-arm them into submission. We don’t want to strong-arm people into submission to buy your product.

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Lori Beth Irvin: product. We want to sell the products, but, you know, you don’t want to have to strong-arm or convince hard

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Lori Beth Irvin: Someone that they need your product, because if they don’t, something terrible’s gonna happen.

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Lori Beth Irvin: So, yeah. So, a lot of the larger organizations now are taking the lifestyle brand approach and really investing in branding and messaging, even with large agencies and consultants, on how are we really going to change our brand into a lifestyle brand.

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Dennis Gill: Okay, okay. So basically shifting from the traditional way of marketing to new aspiration-driven marketing.

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Lori Beth Irvin: Absolutely.

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Dennis Gill: Okay, and in these tight economies, how can senior brands optimize marketing spend, cut cost per lead, and also boost ROI?

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Lori Beth Irvin: Yeah, and that is always a huge concern, too, and this is where I think strategy and discipline actually matter. So you can have the strategy, but you also have to be able to execute, and you also need to be able to take pulse and audits on your marketing tactics and ROI, something that I think

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Lori Beth Irvin: in the day-to-day, in me, too, as a business owner, sometimes often neglect or don’t take time out to do.

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Lori Beth Irvin: So,

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Lori Beth Irvin: That just means doubling down and really looking at what tactics focus on conversion rate optimization, or that CRO, sales conversion rate optimization. And some of those things are just simple things like clarity and messaging, accessibility across digital platforms. Digital is now the number one way people are finding you, to initiate a conversation.

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Lori Beth Irvin: Rather than starting to throw a lot of money and cash at unfocused campaigns, again, that’s where, what we talked about a couple of questions back, that’s where the, precision persona targeting comes in. Like, don’t… if you’re going to do a Google campaign, or if you want to put money toward that.

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Lori Beth Irvin: I’m not gonna dissuade you, but don’t do a generalized ad. You know, use your precise persona targets to actually hone in and find your right ideal candidate if you’re going that path.

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Lori Beth Irvin: And also, I say, you know, I tell leaders, if you don’t know what marketing channels are actually delivering more results, or more ROI, or more conversions, then you’re definitely flying blind. Again, you know, cut what’s not working, reinvest in what is working, but don’t be afraid.

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Lori Beth Irvin: To start a test.

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Lori Beth Irvin: it’s something sort of at a smaller scale before you really grow it and blow it up, because that’s where you can really burn through a lot of marketing spend if you think you have a great idea, but then the market doesn’t actually agree that it’s such a great idea, or maybe it’s just, again, a subtle nuance of how you’re positioning your offer.

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Lori Beth Irvin: So, it’s more about, relevance than it is, like, I’m gonna make the most noise and people are gonna see me from a visibility standpoint, which is always great, psychologically.

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Lori Beth Irvin: And keeping you top of mind, but as one tip I’ll give to your, to our audience today is one of the largest underrated tools and marketing that an organization owns.

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Dennis Gill: is their database or CRM?

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Dennis Gill: Oh.

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Lori Beth Irvin: Because that’s one of the things people neglect to do, is go back in time and find past inquiries.

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Lori Beth Irvin: past, warm leads that maybe didn’t convert, past clients, past clients are even marketing goals for new word-of-mouth referrals. We’re actually seeing in, senior living, actually, word-of-mouth referrals from families are now the number one referral source over professional referrals. First time in history, I think I’ve seen that.

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Lori Beth Irvin: Implementing an engagement system then, as you go into your database, because you already own, own the contacts, and they already know you, or you’re already a known, known, organization to them.

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Dennis Gill: you can get.

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Lori Beth Irvin: Yeah, and just implementing something as simple as an engagement system with some retargeting strategies toward your precise personas that you’re retargeting, and that’s a much more effective way to start re-engaging and nurturing conversations than throwing out a lot of pay-per-clicks, or Google ads, or even

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Lori Beth Irvin: Facebook ads, at times aren’t really revenue-producing, depending on, you know, how they’re displayed and the algorithm changes. There’s a lot of different nuances now to social media advertising.

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Lori Beth Irvin: That a lot of factors are, you know.

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Lori Beth Irvin: or creating and making that evolving, and maybe not as accurate or as many conversions as it used to be. So, start with your database. Those are your known people, those are your more… most warm leads, so start there and re-nurture conversations. And that’s probably the least

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Lori Beth Irvin: The least costly tactic.

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Dennis Gill: costly, yeah. That’s all I was about to say, least costly, because you already own that here.

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Lori Beth Irvin: Yeah, yeah.

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Dennis Gill: Got it. And, how do analytics and psychographic segmentation align messaging with seniors? It’s whether driven by health goals or holistic well-being.

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Lori Beth Irvin: Good question. So, let’s just kind of drill it back a little bit. So, demographic information, we know as what tells us who someone is, you know, height, weight.

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Lori Beth Irvin: age, where they live, zip codes, and psychographic information tells us why they make their decisions, or what’s guiding their buying decisions. And that’s really where analytics and psychographics

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Lori Beth Irvin: come together for, like, marketing magic and an additional level of intelligence. So, I’d like to give this example, too. Maybe you have two women.

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Lori Beth Irvin: That you’re talking with, or a potential client prospect, and they’re both 75 years old, both widowed, and maybe living on similar incomes, and demographically, on paper, all of those things, they’re identical.

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Lori Beth Irvin: So you would think that you would talk to these ladies with the same slant, the same angle, the same value prop. However, what maybe we don’t see from a psychographical perspective is…

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Lori Beth Irvin: One of the two ladies is really motivated by maintaining health and independence right now. Like, very conscious about staying healthy, staying active, preventing a fall, not wanting to decline as she ages, and then the other 75-year-old lady

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Lori Beth Irvin: That may not even be on her radar right now. She’s just looking at getting social connections, socialization, living her best life, interested in creative outlets, and expanding and exploring herself through personal development goals.

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Lori Beth Irvin: So, it just kind of goes to show, if we only target by the demographics we know or can see on paper, that’s really what we’re missing when we’re trying to get really specific and personalized messaging for people.

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Lori Beth Irvin: And then the analytics, so the psychographics, the demographics, psychographics come next, and then the analytics and AI can then be leveraged and utilized. So, analytics and AI, as you know, helps us see patterns that we weren’t able to see before or not.

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Dennis Gill: Just quick.

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Lori Beth Irvin: If we had to manually extrapolate data, it can just easily say, okay.

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Lori Beth Irvin: We put these two reports in, and this is what really is what’s common and what’s not so common between these two reports.

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Lori Beth Irvin: And it also can tell us, like, what content clicks with what consumer groups, what questions people are asking online most, what reviews they leave, even. Like, if we even take it, drill it down even further, we can see what reviews they’re reviewing online.

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Lori Beth Irvin: For what questions they’re reviewing, and or what reviews they are leaving. So that will… the reviews that people leave are topics of information that they’re most passionate about, because we know people don’t leave a review, even for a restaurant.

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Lori Beth Irvin: Fortified had really terrible service, or had really temporary service.

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Dennis Gill: Very cool.

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Lori Beth Irvin: And they’re probably a foodie. If you have an average service, you’re not going to probably give a review.

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Dennis Gill: You got it, definitely, yeah, no doubt.

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Lori Beth Irvin: So, so, the psychographic information, really helps us shift again to

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Lori Beth Irvin: instead of saying, hey, here’s my product or service, to here’s my product or service, and here’s how it’s going to help the thing that you care about, not what the other 75-year-old cared about. So it’s really honing in again. It kind of really, aligns with the first thing that we were talking about with the persona messaging and the diversity.

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Lori Beth Irvin: That there’s so many even diverse interests across the older adult population, so…

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Lori Beth Irvin: It’s really digging into what they think is important, and what’s really going to give them the most impact.

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Dennis Gill: Got it, got it.

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Dennis Gill: And finally, how do you future-proof aging economy marketing, anticipating demographic shifts, expectations, and the tech trends?

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Lori Beth Irvin: Yeah, so a lot of things are rapidly evolving right now in our industry, and it’s, sometimes hard to keep up with. So, future-proofing, though, I really think starts with one word, and that’s just listening.

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Dennis Gill: Listening to the market demands, listening to your consumers, listening to your current client base, listening to your internal teams.

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Lori Beth Irvin: Smart marketing, I’ve always said, started… starts from the inside out, so some of your best competitive intelligence or just consumer intelligence starts from your own team. And don’t assume… I feel like sometimes, especially

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Lori Beth Irvin: those of us, and once you land kind of in senior care, senior living, you pretty much stay here, you know, where there’s a lot of people that get into the industry, love the industry, and we’re going to be in the industry until we retire. And when we’re in it for many years, we start to assume a lot of things that

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Lori Beth Irvin: We assume we know what older adults want, because we know what the historical patterns are, but as we were talking today as to the evolution of the adult population… or adult

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Lori Beth Irvin: population, or older adult population is growing, we can’t even assume what we think the older adult of yesterday is going to be what the older adult of tomorrow is going to want. So…

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Lori Beth Irvin: And then I think the other… other two points on future-proofing is…

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Lori Beth Irvin: We have to accept, especially me too, of a little bit older generation, that

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Lori Beth Irvin: the digital impact is really the first impression someone’s gonna get of you now. It’s less likely that someone’s going to come to a storefront and want your product or service. They’re going to find you online, usually.

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Dennis Gill: Alright.

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Lori Beth Irvin: At least go and investigate you, right, online?

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Dennis Gill: Yeah, definitely.

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Lori Beth Irvin: So, we have to invest into things that, kind of uphold your reputation online, as it does in real life. So, don’t…

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Lori Beth Irvin: discount the value of having good reviews, websites, search visibility really matters even more than someone

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Lori Beth Irvin: getting a demo from a salesperson at an H-Tech company, or, you know, it starts online first, before even anyone walks into a senior living community to have a tour. They’ve already looked at the senior living community online.

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Dennis Gill: Yeah, definitely.

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Lori Beth Irvin: And then, as far as tech trends go.

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Lori Beth Irvin: A lot of great things are happening, and a lot of good trackables and AI, and they’re all really shaping now expectations of what older adults and their families think good care looks like.

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Lori Beth Irvin: So, if you’re not able to talk about AI trends, or tech trends, or what’s new in the market, familiarize yourself with that, because they will be asking. We get a lot of questions from clients, and their clients are asking them, who are older adults, how’s AI going to help me? Are you using AI? Is AI, number one, breaching my privacy? Is it collecting.

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Dennis Gill: to do that.

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Lori Beth Irvin: All of the things, and if you can’t have reasonable answers for these, then you’re going to lose credibility and trust in your clients.

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Dennis Gill: the right leader.

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Lori Beth Irvin: Stay flexible and nimble. I mean, don’t build strategies that are so rigid that you can’t pivot from outside the box, because everything is moving so fast. And that’s, you know, learning to identify some of these data trends early on, and doing your marketing audits as… at least as quarterly best practices.

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Lori Beth Irvin: And, you know…

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Lori Beth Irvin: Demographics will shift and change, but what never changes is that people want to feel really respected, understood, and cared for, and that’s really what future-proofing looks like.

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Dennis Gill: Yeah.

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Dennis Gill: Rightly said, rightly said. And the same thing, I would say, goes into the softwares also, like, as I’ve been with the CSMA360 for the past 6 years now. And I’ve been presenting my software to different home care agencies, and now, mostly for the past 2 to 3 years, the first question is.

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Dennis Gill: what AI things you have in your system. The first question always comes up, and we tell them, yeah, we’re coming up with this thing, or we have these features, then they’re satisfied. Even if they’re not using it, they want to know that something is there, that AI is there.

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Dennis Gill: So that means we are future ready, we are driven by the future goals that we’re looking for. Yeah, that definitely helps.

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Lori Beth Irvin: Absolutely, and I’ll say with AI, there’s tons of capabilities that anyone can have for AI, but it’s got to be the right AI solution that’s going to really help them with operational efficiencies and execution, and not just to say we’re investing in an AI.

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Dennis Gill: Yep.

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Lori Beth Irvin: the right AI for their… their agency. So, and everyone has different needs. Every agency owner has different challenges, so…

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Dennis Gill: Yep, definitely, it is, it is.

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Dennis Gill: No, thank you, thank you, Lori.

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Thank you, Dennis, I appreciate it.

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No, it was a great session. Our listeners definitely learned a lot about the marketing stuff today, and I hope it was a great session for them. I really loved it, loved talking with you, and till next time, my listeners, this is Dennis Gill signing off.

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Dennis Gill: Have a good one. Bye-bye.

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Lori Beth Irvin: Catch you next time!