Creative Marketing Idea Targeting Women in Health Care

Presbyterian Homes Globes

The Need:

According to the US Census, in the year 2005, individuals aged 65 and older comprised 13% of the US Population. As the population continues to age, this number is projected to balloon to 20% by the year 2030. Seniors and their families will be looking for a simple, trusted resource to answer their questions on options, costs and even vocabulary relating to future care. For over 100 years Presbyterian Homes has provided quality residential communities, health care programs and services for older adults. It was only natural that they answer that need with the launch of a new website, www.SeniorCareAnswerTeam.org. The challenge was how they would drive traffic to the site.

The Solution:

In addition to families and seniors themselves, Presbyterian Homes recognized that a key audience was professionals such as social workers, nurses, discharge planners and physician office staffers. To reach the referral community last holiday season, Presbyterian Homes purchased their Business Holiday Greeting Cards from 3D Paper Greetings.

The reaction to these magical dimensional snowflake greeting cards was quite positive; Presbyterian Homes’ outreach professionals were still seeing the snow globes displayed on desks and countertops many months after the holiday season. So when Presbyterian Homes began planning the launch of their new website, they knew that a dimensional design was just the marketing tool they needed to grab the attention of this key group again.

After reviewing 3D Paper Greetings’ array of dimensional design ideas, Presbyterian Homes’ marketing manager, Theresa Paulin, kept coming back to the ShowStopper™ Globes. Because the audience is 90% women, she wanted to create a piece that would surprise and delight the audience. In addition, she hoped to motivate them to check out the website, while providing an item beautiful enough for display as a constant reminder to those referring professionals and their patients.

Theresa Paulin explains,

“3D Paper Graphics worked with us to create the artwork in a truly collaborative way. Inside the Globe they designed a beautiful, bright bouquet of spring daisies.  They incorporated our tag line ‘Discover • Share • Enrich’ into the piece, and of course, introduced the new website address. We were thrilled with the final result.”

The nature of the referral relationship for assisted living apartments and nursing care makes it difficult to quantify campaign results, since the professionals interact with clients in both work and personal settings. Also, those referring to nursing care and rehabilitation services work on a fast timeline: their clients need assistance or nursing care TODAY, making it difficult to source leads. But word of mouth is positive, and our outreach experts again report seeing the Globes on client desks.

Company Overview:

Headquartered in Evanston, Illinois, with locations throughout Chicago and its suburbs, Presbyterian Homes is a not-for-profit, non-sectarian organization with a national reputation for creating extraordinary communities for older adults for more than 100 years. Their communities are built on an unending commitment to quality of life and exceeding expectations – with senior communities alive with people, intellectual awareness, and enduring friendships.  For more information on Presbyterian Homes visit www.PresbyterianHomes.org

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