Marketing Fawlty Towers: 4 Ways to Restore Long Term Care

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Marketing Fawlty Towers: 4 Ways to Restore Long Term Care

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Congregate long-term care (care homes, assisted living, nursing facilities etc.) is a solution very few people ever wanted to buy. Now that the SARS-CoV-2 pandemic has ravaged congregate care centers in the UK and the US, will consumers and their adult advisors once again select these options? What can operators, providers and marketing professionals do to encourage qualified consumers to once again consider congregate long-term care as a lifestyle choice, a voluntary relocation? Relying upon peer-reviewed research and behavioural economics, this program will look at choice factors such as risk/benefit dynamics, perceived risk and the concept of “fear” in the selection of congregate long-term care solutions. Communications options such as “priming” and “framing” will be reviewed, as well as the current state of branding in congregate long-term care. Examples and case studies from both the United Kingdom and the United States will be used. Finally, we will review four (4) strategies us

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