In a country like India where large populations experience lifestyle changes every day and families operate like nuclear power in urban towns, the concept of senior care communities like the Columbia Pacific community is very attractive. target.

Columbia Pacific Community, part of Columbia Pacific Management, headquartered in Seattle, USA, is a one-of-a-kind senior care community builder that combines hospitality, real estate and wellness in India. It provides a home for the elderly, but instead of being a nursing home, it’s more like a society that tries to make life less lonely and more meaningful for the nation’s older generation.

Piali Dasgupta, senior vice president of marketing for Columbia Pacific Community, explained the company’s goals, recent campaigns, and what marketing media works for people over 60 and what doesn’t.

Tell us about the beginnings of the Columbia Pacific Community.

The senior living business was launched in India in 2018. In early 2017, we acquired a company called Serene Senior Care, which was already in senior living. It is a Chennai based company with operations in Southern India. And after acquiring Serene, we started our own business and in 2018 we actually established a company here in India. Even though it is called senior living, it is not a nursing home that has nothing to do with old age.These are retirement communities for independent older people who come to us by choice rather than by compulsion. and build a community for seniors nationwide

What marketing medium works for older demographics and those around them? Digital requires tech savvy, so is it an effective medium for people over 60?

It’s a big myth that you can’t reach older people through digital means. Today’s seniors are digitally savvy. I am obviously talking about the elderly in urban India. Rural India may present a different kind of picture. The cities we work in, and the cities we target, are basically subways and some tier 2 non-subways, and I don’t think they’re reaching out to the elderly through digital means. No. Not a problem for us at all. In fact, just like any other sector today, post-pandemic, 70% of spending is allocated to digital and only 30% of his spending offline. So 70% includes his SEO, SEM, Facebook, affiliates, email his marketing, YouTube. Older people don’t hate technology very much. And with India’s digitalization programme, government relations programme, which has been launched, I think this will be better and stronger. We will continue to invest in it.

That said, media like newspapers, for example, still work well for this generation. Because people of this generation like to read physical newspapers while drinking their morning tea or coffee. But a medium that doesn’t work for elderly people, for example, is outdoors. We’ve actually invested a lot of money into expos and things like that. People don’t necessarily go to expositions to look for aged care facilities. I think what we’ve realized is also that it’s all about storytelling in the end. Seniors respond more to stories than direct messages.This category is all about emotions. This category does not sell without emotion.

What about television as a medium? is it working for you?

Television as a medium is something we have already tried several times. The whole point of real estate marketing is that we are a subset of real estate. It’s local marketing, not national marketing. So when it comes to doing TV campaigns, budgets are very tight, resulting in a lot of outflow and a lot of waste.

How has the campaign changed over the years?

We’re always trying to solve specific problems for older people, so I think the campaign has become more purposeful. was to eradicate the loneliness of I found data showing that about 65% of older Indians feel lonely and isolated. We are very proud of the results of this year’s campaign. #ChiefExperienceOfficer Why should seniors retire at 60? This is the campaign that was born from the thought. And why can’t we find jobs for them? There was a great response to the campaign.

Read more news about (marketing news, latest marketing news, internet marketing, marketing india, digital marketing india, media marketing india, advertising news)

Connect with us socially for more updates
Instagram, LinkedIn,
twitterfacebook, youtube