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Anthony Cirillo

New Report Profiles CCRC Audience

By February 1, 2013

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varsity branding

In a new report from Varsity Branding entitled Generation Engaged: What Forward Thinking Marketers Need to Know About Today's Mature Market, some new insights are gleaned about the senior market and some tried and true facts remain.

The CCRC is still a place where residents live with their contemporaries - interesting, active and intellectually involved people who don't want to be thought of as "old," from the way they're greeted to the marketing messages they receive. They appreciate the sense of "community," and the comfort of knowing that their care is guaranteed.

The report noted huge strides made in marketing wellness and active lifestyles, and in moving from traditional to digital media. But they also found that CCRC marketing focused on amenities alone doesn't begin to address the real problem: that people still wait too long to enter. Those who have made the move view it as a gift to themselves and their children.

Today's mature market is healthier, more educated and informed, more culturally literate and technologically savvy than their predecessors. They're trying to preserve their health and home as long as possible. They know what they want, when they want it, and demand a voice in everything from preferences to the delivery of services to the handling of community operations. In short, they are no longer simply residents - they are customers; customers, unfortunately, who continue to believe that marketing messages are still focused on a younger audience.

Varsity concludes that despite reforms, increased scrutiny and challenged budgets, today's community will need to constantly evolve, stay ahead of trends, and produce measurable results in order to remain competitive and appealing.

There is little to disagree with and we are pleased to let you know that Varsity will contribute future articles to about.com on this topic. One thing I would caution is that marketing to a CCRC audience is marketing to somewhat of an elite audience. The marketing strategies used for this audience are far different from marketing strategies in other long-term care sectors.

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