By Sofia Pompeo

Senior care marketing is crucial for any senior care community. Getting your company name and brand out to the public is what helps you drive leads. Content is a big part of senior care marketing, because you want to educate people and show them what sets your senior care company apart from the others.

An aspect of marketing that sometimes gets overlooked is imagery. Imagery for your senior care marketing campaign is just as important as the content. Your campaign overall should be as cohesive and realistic as possible. We’ll dive into specifics, but choosing the right images is something your team should definitely focus on. It brings a sense of real life to your campaign.

What Images Should Be Used?

What images you use depends on what type of campaign you’re running, but there are some general guidelines that you should follow. What you should take into consideration first is what part of the community your campaign is focused on (meaning what type of care you’re focusing on or whether your campaign is marketing your company as a whole). A photo you would use to market memory care would not work if you’re promoting independent living and an active lifestyle. Once you have your campaign idea set in stone, you can go ahead and pick images.

Images to steer away from:

  • Any image that has an elderly person looking sad or depressed. That could turn people off very quickly. It implies that seniors in "senior care" are always "upset or confused". Senior care is all about the journey in this next stage of life so focus on the excitement of that!
  • Images that have walkers or wheelchairs in them. Images like this may be okay if you are discussing the topic of rehabilitation, but sometimes people jump to negative thoughts when a group of people in wheelchairs is shown. When people think of senior care, wheelchairs, canes and walkers can come to mind. You don’t want them to stay in that mindset. Try and get people away from that stigma about senior care.
  • Seniors in a hospital or looking ill. Definitely stay away from images like this because they are negative. Your company wants to show that senior care is anything but negative. Look for photos that are positive such a seniors enjoying each others company! Even if you are discussing a tough topic such as dementia, don’t pick an image that matches the stereotype of dementia.
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Images to focus on:

  • Happy and healthy seniors. Showing seniors looking happy is important. No matter what type of campaign you’re creating, you want to show someone smiling if you show an image of people. Happy people will resonate with your audience. Showing active seniors is a great idea if it’s applicable to what you’re doing. This can show that life is still joyful and eventful, even in senior care!
  • Family images. Senior care and family can go hand in hand. A photo of a family enjoying themselves with a loved one can be a nice image to use.
  • Actual residents. If your senior care marketing campaign is focusing on a community, it would be a great idea to get actual imagery of residents. It will be much more realistic than stock images. See what your options are for doing a photoshoot, because this should be something you consider.

Having the right images in your senior care marketing campaign is important because they help convey the message you’re trying to communicate. Make sure the images you choose are as upbeat and realistic as possible. You want people to connect with your content. When creating the content for your campaign, always think about the imagery that will go along with it—it makes a difference!


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Sofia Pompeo

About the author

Sofia Pompeo is a Marketing Consultant for SmartBug. She has had previous experience providing marketing solutions for clients in different industries, developing and executing social media content and implementing inbound marketing campaigns. She really enjoys utilizing every aspect of HubSpot. Read more articles by Sofia Pompeo.

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