{"id":73644,"date":"2023-03-24T12:18:10","date_gmt":"2023-03-24T12:18:10","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=73644"},"modified":"2023-03-24T14:37:14","modified_gmt":"2023-03-24T14:37:14","slug":"dicas-de-marketing-para-casas-de-repouso","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/business-marketing\/care-home-marketing-tips\/","title":{"rendered":"Dicas de marketing para lares de idosos"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>O marketing dos lares de idosos tornou-se cada vez mais importante na sociedade atual, que est\u00e1 a envelhecer.<\/p>\n<p>\u00c0 medida que a popula\u00e7\u00e3o envelhece, a procura de cuidados de elevada qualidade continua a aumentar. Por isso, \u00e9 essencial que os lares de idosos se distingam da concorr\u00eancia.<\/p>\n<p>O marketing dos lares de idosos \u00e9 a pedra angular da cria\u00e7\u00e3o de confian\u00e7a e da atra\u00e7\u00e3o de novos residentes.<\/p>\n<p>Fal\u00e1mos com Shane McGrath, um especialista em marketing para lares de idosos da <a href=\"https:\/\/www.glenholme.org.uk\/\" target=\"_blank\" rel=\"noopener\">Glenholme<\/a>A Comiss\u00e3o Europeia, em conjunto com a Comiss\u00e3o Europeia e a Comiss\u00e3o Europeia, ir\u00e1 debater as principais estrat\u00e9gias que os lares de idosos devem utilizar para desenvolver a sua presen\u00e7a e realizar uma campanha bem sucedida.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Marketing para lares de idosos: por onde come\u00e7ar?<\/strong><\/h2>\n<p>H\u00e1 dois dom\u00ednios importantes para come\u00e7ar:<\/p>\n<ul>\n<li>Aperfei\u00e7oar a sua mensagem<\/li>\n<li>Conhecer o seu p\u00fablico<\/li>\n<\/ul>\n<p><strong> <a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-05.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-73648\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-05.jpg\" alt=\"\" width=\"900\" height=\"454\" \/><\/a><\/strong><\/p>\n<h3><strong>Aperfei\u00e7oar a sua mensagem<\/strong><\/h3>\n<p>Muitas vezes, \u00e9 uma decis\u00e3o dif\u00edcil para as fam\u00edlias quando chegam \u00e0 conclus\u00e3o de que um ente querido precisa do apoio e prote\u00e7\u00e3o extra de um lar de idosos.<\/p>\n<p>Neste momento delicado, precisam de ter a certeza de que o seu ente querido receber\u00e1 o n\u00edvel de cuidados a tempo inteiro que merece.<\/p>\n<p>Prove que o seu lar de idosos pode prestar cuidados personalizados e de elevada qualidade e destacar-se-\u00e1 da multid\u00e3o.<\/p>\n<h4><strong>acrescentou Shane:<\/strong><\/h4>\n<p>\"Mostrar como se prestam cuidados compassivos e personalizados ajuda realmente a criar confian\u00e7a nas fam\u00edlias quando tomam esta grande decis\u00e3o.<\/p>\n<p>\"Muitas pessoas idosas e as suas fam\u00edlias procuram um lar que ofere\u00e7a cuidados compassivos e personalizados.<\/p>\n<p>\"Destacar a qualidade dos cuidados que presta e a aten\u00e7\u00e3o individualizada que o seu pessoal d\u00e1 a cada residente pode ajud\u00e1-lo a destacar-se dos seus concorrentes.\"<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3><strong>Conhecer o seu p\u00fablico <\/strong><\/h3>\n<p>O primeiro passo para o \u00eaxito de qualquer campanha de marketing para lares de idosos \u00e9 identificar o seu p\u00fablico-alvo.<\/p>\n<p>A quem se destina o seu lar de idosos? Oferece um pacote luxuoso e privado ou o seu servi\u00e7o destina-se \u00e0 popula\u00e7\u00e3o idosa em geral?<\/p>\n<p>Compreender as necessidades e as prefer\u00eancias dos seus potenciais residentes e das suas fam\u00edlias \u00e9 essencial para criar um plano de marketing que os atraia.<\/p>\n<p>Considere os dados demogr\u00e1ficos, a localiza\u00e7\u00e3o e as necessidades espec\u00edficas ao elaborar a sua mensagem.<\/p>\n<p><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-06.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-73651\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-06.jpg\" alt=\"\" width=\"900\" height=\"454\" \/><\/a><\/p>\n<h4><strong>acrescentou Shane: <\/strong><\/h4>\n<p>\"Em Glenholme, o nosso objetivo \u00e9 visar as fam\u00edlias de potenciais residentes, uma vez que s\u00e3o elas que mais provavelmente procuram cuidados para os seus familiares, em vez de serem as pr\u00f3prias pessoas idosas.<\/p>\n<p>\"Promovemo-nos como um prestador de cuidados de luxo e temos como objetivo as refer\u00eancias privadas. No entanto, tamb\u00e9m trabalhamos com m\u00e9dicos de cl\u00ednica geral e hospitais locais.<\/p>\n<p>\"Chegar a esses contactos profissionais \u00e9 muito importante para n\u00f3s, especialmente quando temos uma nova abertura de casa.\"<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Construir uma forte presen\u00e7a em linha <\/strong><\/h2>\n<p>Na nossa era digital, a presen\u00e7a online de um lar de idosos \u00e9 crucial para atrair novos residentes.<\/p>\n<p>Um s\u00edtio Web de f\u00e1cil utiliza\u00e7\u00e3o, bem adaptado a potenciais residentes e respectivas fam\u00edlias, com informa\u00e7\u00f5es actualizadas, testemunhos e visitas virtuais pode causar uma primeira impress\u00e3o duradoura.<\/p>\n<p>As plataformas de redes sociais tamb\u00e9m podem ser utilizadas para partilhar not\u00edcias, eventos e hist\u00f3rias positivas, mantendo o seu p\u00fablico envolvido e informado.<\/p>\n<h4><strong>acrescentou Shane: <\/strong><\/h4>\n<p>\"No mundo digital de hoje, ter uma forte presen\u00e7a em linha \u00e9 essencial para qualquer empresa.<\/p>\n<p>\"Os s\u00edtios Web e as redes sociais fornecem informa\u00e7\u00f5es sobre a sua casa de cuidados, incluindo os servi\u00e7os oferecidos, testemunhos com fotografias e v\u00eddeos de alta qualidade.<\/p>\n<p>\"Uma \u00e1rea que \u00e9 frequentemente negligenciada \u00e9 garantir que o seu s\u00edtio Web \u00e9 compat\u00edvel com dispositivos m\u00f3veis e f\u00e1cil de navegar para todos os utilizadores.\"<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Investir no marketing de conte\u00fados<\/strong><\/h2>\n<p><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-02.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-73652\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-02.jpg\" alt=\"\" width=\"900\" height=\"454\" \/><\/a><\/p>\n<p>O marketing de conte\u00fados \u00e9 uma forma poderosa de mostrar os seus conhecimentos e criar confian\u00e7a junto do seu p\u00fablico.<\/p>\n<p>Ao criar blogues, artigos e guias informativos e \u00fateis, pode responder \u00e0s preocupa\u00e7\u00f5es e perguntas que os potenciais residentes ou as suas fam\u00edlias possam ter.<\/p>\n<p>Em termos mais gerais, o marketing de conte\u00fados pode ajudar a posicionar a sua casa de repouso como um l\u00edder do sector e uma fonte de informa\u00e7\u00e3o fi\u00e1vel a longo prazo.<\/p>\n<p>O seu material de marketing deve ser uma forte mistura de material em linha e impresso. Enquanto o conte\u00fado em linha pode ser mais adequado para a fam\u00edlia de um potencial residente, a impress\u00e3o pode ser mais adequada para os pr\u00f3prios residentes, uma vez que oferece uma familiaridade a que est\u00e3o habituados.<\/p>\n<h4><strong>acrescentou Shane:<\/strong><\/h4>\n<p>\"\u00c9 frequentemente ignorado pelos novos profissionais de marketing do sector, mas os meios de comunica\u00e7\u00e3o tradicionais continuam a desempenhar um papel essencial no marketing dos lares de idosos. A popula\u00e7\u00e3o mais idosa tem menos tend\u00eancia para passar muito tempo em linha.<\/p>\n<p>\"Ter um material de apoio informativo e de boa qualidade \u00e9 importante para qualquer empresa baseada em servi\u00e7os.<\/p>\n<p>\"A distribui\u00e7\u00e3o de folhetos provou ser eficaz para n\u00f3s em Glenholme, pois permite-nos transmitir uma mensagem concisa com informa\u00e7\u00f5es-chave sobre o que oferecemos, sem sobrecarregar as pessoas, mas deixando espa\u00e7o para os interessados iniciarem uma conversa connosco se quiserem saber mais.\"<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Utilizar a publicidade local <\/strong><\/h2>\n<p>A publicidade local, como an\u00fancios em jornais e spots de r\u00e1dio, pode atingir um p\u00fablico-alvo na sua comunidade.<\/p>\n<p>Os dados revelam que a maioria dos potenciais residentes em lares de idosos se mudar\u00e1 para um local que permane\u00e7a pr\u00f3ximo do local onde viviam anteriormente ou da sua fam\u00edlia.<\/p>\n<h4><strong>acrescentou Shane:<\/strong><\/h4>\n<p>\"Normalmente, as pessoas n\u00e3o querem afastar-se muito das suas fam\u00edlias e comunidades quando seleccionam um lar de idosos e, como a concorr\u00eancia \u00e9 t\u00e3o elevada, normalmente temos mais pessoas locais a vir ter connosco.<\/p>\n<p>\"Normalmente, a maioria dos residentes muda-se para n\u00f3s a partir de um raio de 20 milhas\".<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Distribui\u00e7\u00e3o de folhetos porta-a-porta<\/strong><\/h2>\n<figure id=\"attachment_73647\" aria-describedby=\"caption-attachment-73647\" style=\"width: 900px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Glenholme-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-73647\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Glenholme-1.jpg\" alt=\"\" width=\"900\" height=\"675\" \/><\/a><figcaption id=\"caption-attachment-73647\" class=\"wp-caption-text\">Folheto do lar de idosos<\/figcaption><\/figure>\n<p><a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/door-to-door-leaflet-distribution\/\" target=\"_blank\" rel=\"noopener\">Distribui\u00e7\u00e3o de folhetos porta-a-porta<\/a>A publicidade, um servi\u00e7o prestado pela Solopress, \u00e9 um m\u00e9todo comprovado para gerar interesse no seu lar. Esta forma de marketing \u00e9..:<\/p>\n<ul>\n<li>Poupan\u00e7a de tempo<\/li>\n<li>Fi\u00e1vel<\/li>\n<li>Direcionado<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><strong>acrescentou Shane:<\/strong><\/h4>\n<p>\"A distribui\u00e7\u00e3o porta-a-porta tem sido uma forma rent\u00e1vel de chegarmos \u00e0s popula\u00e7\u00f5es locais em \u00e1reas espec\u00edficas em torno dos nossos locais de servi\u00e7o.<\/p>\n<p>\"Embora existam outras \u00e1reas de marketing tradicional que utilizamos, muitas delas dependem do facto de os potenciais clientes se depararem com os nossos an\u00fancios (pain\u00e9is \u00e0 beira da estrada, an\u00fancios impressos, etc.). No entanto, a distribui\u00e7\u00e3o de folhetos porta-a-porta permite-nos garantir que cada agregado familiar recebe a nossa mensagem.\"<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3><strong>Poupan\u00e7a de tempo<\/strong><\/h3>\n<p>A distribui\u00e7\u00e3o porta-a-porta leva o seu <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/folhetos-folhetos\/\">Folhetos<\/a> desde o desenho at\u00e9 ao capacho numa \u00fanica transa\u00e7\u00e3o f\u00e1cil. Poupa tempo ao organizar a impress\u00e3o e a entrega com apenas um fornecedor, eliminando o inc\u00f3modo de coordenar dois fornecedores separados.<\/p>\n<h3><strong>Fi\u00e1vel<\/strong><\/h3>\n<p>A Solopress \u00e9 a gr\u00e1fica mais fi\u00e1vel do Reino Unido, de acordo com a Trustpilot, e o Royal Mail tem mais de\u00a0<strong>cinco s\u00e9culos<\/strong>\u00a0de experi\u00eancia em entregas! A entrega \u00e9 efectuada atrav\u00e9s da entrega de folhetos, pelo que os seus materiais chegam juntamente com o correio normal.<\/p>\n<h3><strong>Direcionado<\/strong><\/h3>\n<p>A nossa ferramenta Campaign Builder permite-lhe selecionar o seu p\u00fablico de acordo com uma \u00e1rea geogr\u00e1fica, idade, tipo de agregado familiar e escal\u00e3o de rendimentos. Isto permite-lhe ser t\u00e3o preciso ou abrangente com quem quer que o seu marketing para lares de idosos atinja.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>acrescentou Shane:<\/strong><\/h4>\n<p>\"As ferramentas de segmenta\u00e7\u00e3o da Solopress ajudaram-nos a refinar as nossas \u00e1reas-alvo por demografia.<\/p>\n<p>\"Com os servi\u00e7os anteriores que utiliz\u00e1mos, ter\u00edamos de cobrir uma \u00e1rea e esperar pelo melhor. No entanto, agora que dispomos de dados demogr\u00e1ficos, temos uma ideia mais clara de onde nos devemos dirigir para obter o m\u00e1ximo impacto junto dos nossos lares de idosos.\"<\/p>\n<p><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Glenholme-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-73650\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Glenholme-2.jpg\" alt=\"\" width=\"900\" height=\"675\" \/><\/a><\/p>\n<h2><strong>Eventos de casa aberta<\/strong><\/h2>\n<p>Os eventos de casa aberta proporcionam uma oportunidade \u00fanica para os lares de idosos apresentarem as suas instala\u00e7\u00f5es, servi\u00e7os e pessoal dedicado.<\/p>\n<p>Isto permite que os potenciais clientes testemunhem em primeira m\u00e3o o ambiente acolhedor e de apoio.<\/p>\n<p>Ao oferecer uma experi\u00eancia tang\u00edvel, os lares de idosos podem criar uma forte liga\u00e7\u00e3o emocional com os visitantes e as suas fam\u00edlias, o que leva a uma maior confian\u00e7a e a taxas de convers\u00e3o mais elevadas.<\/p>\n<h4><strong>acrescentou Shane:<\/strong><\/h4>\n<p>\"Organizar eventos como casas abertas, dias da fam\u00edlia e eventos comunit\u00e1rios pode ajud\u00e1-lo a chegar a potenciais residentes e \u00e0s suas fam\u00edlias.<\/p>\n<p>\"Estes eventos constituem uma oportunidade para mostrar o seu lar, apresentar o seu pessoal e responder a quaisquer perguntas que as pessoas possam ter.\"<\/p>\n<p><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-03.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-73649\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2023\/03\/Blog-care-home-03.jpg\" alt=\"\" width=\"900\" height=\"454\" \/><\/a><\/p>\n<h2><strong>Vis\u00e3o geral do marketing dos lares de idosos<\/strong><\/h2>\n<p>O marketing dos lares de idosos \u00e9 essencial para atrair novos residentes e manter-se competitivo no sector.<\/p>\n<p>Ao compreender o seu p\u00fablico, construir uma forte presen\u00e7a online, investir em marketing de conte\u00fados e utilizar m\u00e9todos de publicidade local como a distribui\u00e7\u00e3o de folhetos porta-a-porta da Solopress, pode aumentar a notoriedade e a reputa\u00e7\u00e3o do seu lar de idosos.<\/p>\n<p>Para mais informa\u00e7\u00f5es sobre o nosso servi\u00e7o de distribui\u00e7\u00e3o de folhetos porta-a-porta, leia sobre como foi utilizado por um dos nossos clientes,\u00a0 <a href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/inspiracao-para-impressao\/farnham-chiropractic-wellness-uma-campanha-de-entrega-de-portas-pt-1\/\" target=\"_blank\" rel=\"noopener\">Quiropr\u00e1tica de Farnham<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Care home marketing has become increasingly important in today&#8217;s ageing society. As the population grows older, the demand for high-quality care continues to rise. This makes it essential for care homes to distinguish themselves from the competition. Care home marketing is the cornerstone of building trust and attracting new residents. We spoke to Shane McGrath, [&hellip;]<\/p>\n","protected":false},"author":154,"featured_media":73653,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-73644","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Care Home Marketing Tips - Solopress UK<\/title>\n<meta name=\"description\" content=\"Care home marketing has become increasingly important in today&#039;s ageing society. 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