Dive headfirst into digital marketing

By William Henry, Head of Content Marketing at Feathr

The long-term care industry serves more than 3.9 million people across the country every day with social needs, disability, trauma or illness. The US Census Bureau predicts that by 2030, Americans over 65 will make up 21% of the population, up from 15% today.. This already essential industry becomes even more so.

In this climate, the American Health Care Association (AHCA), the largest professional group representing long-term and post-acute care facilities, bears a critical responsibility: to improve lives by providing solutions for quality care.

Like most associations, the AHCA depends on non-dues revenue to provide the level of service that its 14,000 members and the residents they serve expect.

Education and events, from webinars and online training to summits and the AHCA’s annual convention and expo, are a major source of this non-dues revenue. So in 2021, in the midst of the pandemic, AHCA knew it had to use digital marketing tools to continue advocating for the country’s most vulnerable.

Jon-Patrick Ewing, vice president of marketing, AHCA, said he signed with a digital platform provider that offered managed campaign services.

“We had never used these tools in any way within the marketing department, and that was during COVID,” Ewing said. “Still, we ran 13 diverse and comprehensive campaigns that year, and it worked well. Not only did our investment pay for itself, but it attracted nearly 90 attendees to the event.

Consider expert advice

Like many associations, the AHCA has a small marketing team and needed additional support to achieve its goals. As a self-proclaimed newbie to digital marketing and retargeting platform Feathr, Ewing said he appreciates the help provided by feather servicesan add-on where the business will set up, run and analyze campaigns.

“We provided them with information and shared our ideas, and they put it all together,” Ewing said. “I think it was really important for us to work with Feathr in a co-pilot way. It can be a bit daunting to set up multiple campaigns when you already have a lot to do, so it was worth spending the money. extra bucks.”

AHCA also uses implementation services to promote National Skilled Nursing Week and National Assisted Living Week, two events designed to celebrate healthcare workers and residents. “We use the platform to make sure community members are aware not only of the events themselves, but also of ancillary products available for purchase,” he said.

Ewing said the AHCA continues to leverage Feathr services to increase attendance at major events like the 73rd AHCA/NCAL Convention and Expo, which will be held in October 2022. But with the training he has received, he set up campaigns for smaller events and conferences. himself and was satisfied with the results.

“It was awesome getting my feet wet with the platform,” Ewing said. “I’m sure one day I’ll be so comfortable that I’ll say, ‘It’s all so easy; it makes sense to me now, and I can do it myself.

A holistic approach

Ewing recommends that associations leverage a strategic mix of campaign types to achieve overall digital marketing success.

Retargeting, for example, allows marketers to engage with visitors even after they leave the association’s website, reclaiming traffic. Geofencing targets visitors to a particular location, such as a competing trade show. Keyword research campaigns, on the other hand, target prospects who enter specified search terms into a browser.

“We certainly used a lot of retargeting; we used keyword searches and geofencing,” Ewing said. “We also used email mapping for targeted and comprehensive outreach to people involved in AHCA in some way, whether they attended a convention, bought a book, or logged on. with us in another way.”

Using email mapping, AHCA was able to leverage existing email address lists, including past conference attendees, and turned to Feathr to connect those emails to the IP addresses of users, ultimately serving them ads while they browse the web.

“Email mapping is a really good use of the media dollars we invest in the platform because it’s the most targeted,” Ewing said. “Looking at our results, these are clearly the top performing campaigns.”

Still, Ewing reiterated the value of a strategic combination of campaigns. “The first step is to get your information out there to help educate your audience,” he said. “The most important thing is awareness, and that takes time. Overall, you want to harness the full potential of people visiting your site. »

The team at Feather— a marketing platform that helps nonprofits deliver highly targeted ads based on interests and behaviors — thanks Jon-Patrick Ewing, vice president of marketing, AHCA, for sharing tips on effective retargeting. For more information on how Feathr helps over 900 nonprofits build awareness, grow membership, promote events and create new revenue, visit feathr.co/solutions/associations.

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Cathy W. Howerton