May Content Achievement Award: Eventide Senior Living Communities
I definitely don’t have to tell you how the novel coronavirus pandemic has and continues to cause devastation to people’s health, businesses and communities.
And I definitely don’t have to tell you how difficult it’s been for people, communities and businesses to make decisions and communicate them in a way that will please everyone.
But I definitely need to tell you about Eventide senior living communities.
Eventide has chosen to roll with every gut-wrenching punch using an almost intuitive communication style that has earned them the lonna.co Content Experience Certificate of Achievement for May 2020.
Perhaps more than most industries, elder care communities across the world have experienced the extreme side of all the issues that come with covid. These organizations have been navigating business and communications decisions literally moment by moment, and some, like Eventide, have managed to do it with the greatest of humanity.
I spoke with Eventide Vice President of Marketing and Communications Carrie Carney about the ups and downs of communication in the time of coronavirus. Here’s what she had to say.
Tell me about how you’ve chosen to communicate during the crisis.
Carrie: Our communication philosophy during this pandemic is focused on transparency. We post several updates on our website each week that discuss what we are doing as an organization, what is happening at each campus, and we put our number of cases out there.
We found early on that it was the best way to keep families and communities up-to-date on current information.
On social media, we try to share stories about what is happening inside our communities that are currently in lockdown. Our staff is working tirelessly to provide quality care and help our residents through this difficult time of being isolated from their families and loved ones.
How has the novel coronavirus changed your communications philosophy? Or has it?
Carrie: We’ve always felt it is important to be transparent in communicating, but now more than ever it’s been absolutely necessary.
Families trust us to care for their loved ones and transparency maintains and builds that trust. Posting regular information on our website has also helped with media relations as members of the media are aware of the updates and know they can visit our website to find our most recent information.
What has made COVID-19 particularly challenging for you?
Carrie: Not only are we trying to prevent COVID-19 in our communities that do not have it, and mitigate it in the communities that do, we are concerned about the isolation affecting our residents. Our staff does its best to be creative and offer activities, interaction and ways for residents to connect with their families (virtual visits), but it’s difficult.
The elder care facility industry has been particularly scrutinized during the pandemic. Why is this a false assumption and what kinds of communication tactics have you used to help dispel this myth?
Carrie: I think the national narrative has been to blame long-term care facilities, but long-term care facilities are part of the solution, not the problem and that is the message that we need to share whenever possible.
What has been your most effective communications in general? Earned media? Social? Email?
Carrie: Our updates on our website give accurate information as to what is happening at our communities. These updates allow us to share the reality of what is going on at Eventide.
Social media is where we have been able to share all of the good news with families, friends and the communities we serve. We share the creative activities that staff have come up with to keep residents active and engaged. We show celebrations of recoveries from COVID-19, too.
We’ve gained more followers and have had an increase in engagement, and I believe this is because social is where families and friends can go to see that their loved ones are still enjoying life, even if it looks different.
Tell me about your communications team. Who is on staff and what does a typical day look like?
Carrie: I take care of most of the communications. I outsource video and web development, but other than that, I do the writing, social media posting, etc. I am fortunate that my boss is a great resource when it comes to communications and marketing and often helps with ideas. I also have another great person on my team that serves as a senior living advisor for people who are looking to make the transition to a senior living community. Our human resources team does a lot of the internal communications and I work closely with them.
How do you balance the different audiences you need to appeal to?
Carrie: It’s important for potential residents to see the benefits of moving into senior living. For example, in our apartment communities, they can be as independent as they want, yet have access to nurses and services if they need it. We share this information through traditional advertising, but also through social media by telling the stories of current residents enjoying life at Eventide.
As far as communicating with current residents and their families during this time, we understand families and residents appreciate a phone call so they can express their concerns and ask questions and the staff at our campuses reach out to families. From a broad standpoint, we want families to check our web updates. I also try to send out an email through Constant Contact once a few times per month.
We have a strong internal communications program for our employees. This messaging is done on the campus level, whether it comes from leadership or sent through our internal system.
What does content experience mean in your industry?
Carrie: I was just talking to another communications professional about how we both have crisis communications plans, but when a pandemic comes around, it is something one can’t really be prepared for. Sure, there are principles of crisis communication that come into play and are helpful, but I am gaining experience now that I wouldn’t have had the opportunity to acquire before.
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Keep up to date with Eventide’ news on their website and check out their amazing social media presence. They’re a great example of how companies can communicate well, and stay positive all while being transparent through the coronavirus pandemic and beyond.