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Using “How To” Videos To Engage And Educate The Consumer

A Best of The Best Program to Spotlight, Emeritus Senior Living’s Caregiver “How To” Video Series focuses on educating senior living consumers and their families about topics not often covered by other sources.

ALFA 2012 Best of the Best Program to Spotlight

Use the words “how to” and “assisted living” together while using the search engine at YouTube or 1,500 other websites, and a number of short public service videos by Emeritus will pop up, including “How to start the conversation about moving to a senior living community” and “How to pay for a move to senior living.”

There’s a reason for that, says Jayne Sallerson, executive vice president of sales and marketing. “I had gone to a seminar for Google, and it came up that ‘how to’ is one of the most searched terms on YouTube,” she says.

In choosing topics for the 21 videos, Emeritus focused on providing answers to questions that are not frequently covered, such as how to use a life insurance policy to pay for assisted living. In the first 90 days, the videos received more than 684,000 views online, and more than 8,000 views on the Emeritus website.

The above best practice was recognized as an ALFA 2012 Best of the Best Program to Spotlight. Do you have a best practice, product, service or solution at your community or company that is advancing excellence in senior living? ALFA is now accepting nominations for the ALFA 2013 Best of the Best Awards. Visit alfa.org/bestofthebest to read more best practices and to nominate a program.

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