Marketing best practices for senior living providers in the age of AI
Marketing best practices for senior living providers in the age of AI
Publish Date: 2026-04-27 00:07:00
Source Domain: www.mcknightsseniorliving.com
McKnight’s Senior Living Editor Lois A. Bowers
Marketing is vital for the majority of senior living providers that rely on residents’ own funds to pay for care and services, and a new white paper offers plenty of best practices in this regard. It was the culmination of a nationwide study of 500 decision-makers conducted by Advance Healthcare Marketing.
Consumers increasingly are conducting research and visiting senior living company or community websites before contacting providers directly for information or a tour — and artificial intelligence increasingly is a part of those efforts — so your digital marketing strategy is crucial. Here are some tips gleaned from the AHM research findings; you can read more about the paper and the wisdom it shares in an article by my colleague Kim Bonvissuto.
1. Optimize for AI and digital search
- Audit your website to ensure it “speaks” to both humans and machines — as in the search tools that prospective residents and their families will use.
- Use clear, succinct language.
- Ensure that your brand presence online is not thin, inconsistent or “buried in jargon,” or AI will skip your website when evaluating trust signals.
- Provide visitors to your website with the ability to see rates upfront, read real resident stories and schedule appointments online.
2. Target the true decision-makers
- You may or may not agree with this tip, but the white paper recommends that senior living providers focus marketing campaigns on adult children, because they make 75% of senior living and care decisions, according to Advance Healthcare Marketing. The report recommends designing…
