Developing a Persona for Your Senior Living Content
One of the key strategies for connecting with the families who visit your senior living website is knowing your audience. Showing them you understand and empathize with their struggles. Proving you can answer their questions and help them find solutions.
Creating a persona is one of the best ways to do that.
Here is a sample of a senior living content persona. It should provide you with a good understanding of what you need to do to create personas for your own senior living website.
Meet Olivia Oldest Daughter
Olivia is the oldest child of Stephen and Anne. She lives close to her parents so chances are she will be the primary caregiver and the adult child influencer (ACI) who plays an important role in her parents’ search for a senior living community.
Here is what we know about Olivia:
She is probably between 45 and 65 years old
Her parents are likely between the ages of 80 and 87
Like most ACIs, Olivia will be the driving factor in making this decision for her parents
Her parents have just a 22% chance of making this decision on their own
Olivia likely has a family of her own and at least a part-time job outside her home
She probably uses social media, especially Facebook and Pinterest, to stay connected
Pain Points for Olivia:
Olivia worries about her parents.
Will one or the other of them experience a fall or suffer another kind of emergency?
Olivia is stressed and spread thinly. She juggles caregiving with her roles of wife and mother. Her career is demanding but she enjoys it very much. She feels like there are never enough hours in the day!
Motivators for Olivia:
Olivia’s primary motivation is to keep her parents safe and healthy
Olivia wants a senior living community designed with safety in mind, but one that will make the most of their financial resources
You get the idea right?
This is how you create a persona for each of your senior living target audiences.
For most providers, that means one for the adult daughter, one for a professional partner (like a physician or hospital social worker) and one for a trusted friend or advisor.
More Senior Living Persona Resources:
Here are a few additional articles that can help you learn more about decision makers online behaviors and how you can engage them:
Paint the Picture: Show Families How Senior Living Communities Can Help
What We Know About Senior Care Decision Makers Online
