Building Your Company’s Persona for Effective Content Marketing
Today’s Panelists Beth Abbott
Kristine Delgado
Silverado
MBK Senior Living
VP, Marketing and Communications
Senior VP, Sales & Marketing
Rob Poyas Carlene Motto
Meghan Lublin
Belmont Village Senior Living
Sunrise Senior Living
EVP and CMO
Senior VP, Marketing & Communications
David Cygan
Pamala McGlinchey
Brookdale
Caring.com
Senior VP, Marketing
VP of Client Services
Five Star Quality Care VP, Sales & Marketing
Sidarany Phillips Blue Harbor Senior Living Corporate Director of Sales & Marketing
Family Caregivers: Who Are They? Caregiving Role 15%
Family Caregiver • Female (74%) • Age 50-70 (58%)
12%
43%
30% Adult Child
Spouse
Friend/other relative
Myself
Care Receiver: Age 80+ (61%) Memory Loss • Alzheimer’s or dementia - diagnosed (49%) • Alzheimer’s or dementia – suspected, but not diagnosed (12%) 3
• Age-related memory decline, but no dementia (27%) • No sign of memory loss (11%)
Meet an Internet Lead • Most often an adult daughter in her 50s
• Likely prompted by a medical situation or safety concern • Mostly doesn’t know local options • Does her research before calling • Reads and relies upon consumer reviews • Chooses to fill out a lead form – wants to be contacted according to her preferences
Questions? Argentum 1650 King Street, Suite 602 Alexandria, VA 22314
(703) 894-1805