How to Market the PACE Program to Seniors
The Program of All-Inclusive Care for the Elderly, or PACE as it is more commonly known, assists certain senior citizens who are eligible for both Medicare and Medicaid benefits. The goal of PACE is to provide comprehensive medical and social services that enable those enrolled to remain in their communities in lieu of moving to a nursing home.
Because it is a government program, there are rules governing how PACE providers may market the program to potential clients. In this post, we’ll explain what those rules are and give you some tips on the best ways to market the PACE program to seniors in your area.
PACE Marketing Rules
The rules for marketing PACE may seem complicated because of their length. Here are the things you need to know – but of course, you should refer to the full document for details:
The primary goal of these rules is to ensure that your PACE marketing materials are accurate, easy to read, and useful to the intended audience. You should refer to the complete PDF of rules if you need more detail on any of the rules.
All marketing materials must be approved by the Centers for Medicare and Medicaid Services’ (CMS) before they can be used in any campaigns.
Using Google Ads Grants to Market PACE to Seniors
One option that non-profit organizations can use to market PACE is the Google Ads Grant, which allows $10,000 to be used for promotion purposes. You can learn about Google for Nonprofits eligibility requirements here.
To market PACE using Google AdWords, you’ll need to create a Google AdWords account and configure it according to Google’s specifications. You should keep in mind that there are limitations on the keywords you can use to market a non-profit organization on Google. General keywords may not be used.
Examples might include:
Instead, you must use branded keywords. In this case, that means keywords that are specific to the services and programs that your organization offers. The downside of this requirement is that it limits the number of impressions you can expect to get because users will need to search for your branded keyword for your ad to display on the SERP.
The upside is that when people search for your organization, they’re more likely to find you because you’ll be using keywords that will help them do so.
One of the trickier requirements is maintaining a 5% click-through rate. For that reason, it’s important to research your target audience and choose the best keywords and ad groups to connect with them. One way to do that is to combine branded keywords with locational keywords. Seniors are most likely to be searching for PACE-approved providers near where they live.
For these reasons, it’s essential to be thorough in your keyword research and selection. Here are a few tips to help you make the most of your Google ads:
Following these steps will ensure you get the best possible response from your Google ads. The last two suggestions are, in some ways, the most important. Testing will ensure that you don’t continue pouring money into an ad campaign that isn’t delivering the results you need.
Because of the limitations on Google advertising for nonprofits, it’s extremely important to optimize your website properly. Using branded keywords that are specific to your organization, ideally with locationl words that will help seniors in your area find your site, is your best bet.
Your optimization should include:
Keep in mind that Google’s search algorithm is designed to prioritize websites that are relevant and useful. Keyword density is far less important than the quality of your content. That means that when you’re creating the content for your website, you should focus on:
Don’t make the mistake of overusing keywords at the expense of making your content relevant. Google RankBrain, which Google has said is one of their top ranking factors for 2018, may push your site back in the rankings if it sounds like the content was written for a machine.
You should also choose images that are relevant to the PACE program. The best images are ones that are unique to your organization. Stock photos can be effective if you choose carefully, but they lack the authenticity that you’ll get if you have photographs of your facilities and employees.
SEO is essential because it is your best chance of generating organic traffic to your site. The more specific your content caters to the people in your target audience, the more likely it is that your site will climb to the top of Google’s SERP.
Don’t make the mistake of overusing keywords at the expense of making your content relevant.
Pay-Per-Click Ads on Facebook
Advertising on Facebook offers some significant advantages for reaching seniors and educating them about PACE. One of the most important requirements of PACE marketing is that your content must make it clear what PACE can do as well as what it can’t. Social media content is a good way to accomplish that task.
At Titan Web Agency, we focus on creating compelling ads that will get noticed. Here are some of the things we recommend:
In addition to creating compelling ads, you should also have an active Facebook page that highlights your PACE program. You can use advertising to get people to click on your page or visit your website. The content on your page should follow the same basic rules as the content on your website. That means it needs to be compelling and relevant to your readers.
Our pay-per-click service can help you refine your targeting and get the biggest possible response for your Facebook advertising budget.
Call and Lead Tracking
After you have optimized your website and started marketing your organization’s PACE-related services, the next step is tracking the calls and leads you get as a result of your marketing campaign.
Call tracking can be accomplished by creating unique telephone numbers for each ad or campaign you create. The calls can be routed to the same place but having them come in to a dedicated number will ensure that you know which ad campaign generated the lead.
Even a simple comparison of the hard numbers (meaning how many calls come in from each ad campaign that you’re running) can help you get a rough idea of which campaigns are working and which aren’t.
It may take several contacts with a lead before the lead is ready to enroll in your program. For that reason, we recommend scoring each lead as it comes in. That way, your sales staff can follow up appropriately. You can do this manually by entering each lead into your CRM. Alternatively, you may wish to use call tracking software that integrates with your CRM.
The same method can be applied to leads that come in via your website or Facebook page. You can use Google Analytics tools to track your traffic and determine which ad campaigns are performing well and which ones need to be tweaked.
Titan Web Agency offers a call tracking service that can help you evaluate, record, and analyze the calls you receive every day. Tracking your calls is the best way to ensure that your campaigns are bringing in highly qualified leads that are likely to turn into paying clients.
Track Your Results
Regardless of how you choose to market PACE to seniors in your area, it’s essential to track your results and adjust your marketing as needed.
You can use Google Analytics to track visitor activity on your website. If you notice that one of your PACE-related pages has a high bounce rate, you should rethink the content and try to make it more relevant for the people you’re trying to reach.
The same is true of social media advertising. Facebook provides some analytics that will show you how many people your ad reaches and the engagement it gets. You may decide to opt for a paid analytics service that will give you in-depth analytics. Paying attention to which posts and ads get the most engagement and clicks can help you plan your future campaigns.
Any campaign that fails to deliver the results you need should be reworked and tested until you’re getting the qualified leads you need.
Test Each Element of Your Campaign
Split testing, or A/B testing, is a way for you to gradually improve the performance of your ads over time so that you get the highest possible number of leads from each campaign you run.
The key to effective split testing is testing one element of your ad at a time. If you think that your headline may not be good enough, for example, follow these steps:
Split testing can be time consuming, but it’s also a proven way to improve your click-through and conversion rates. Done properly, it can help you fine-tune every element of your PACE marketing campaigns.
Marketing PACE to seniors can be a challenge because of the limitations on the marketing methods and tools you can use. Using the information we’ve included here can help you maximize the impact of your marketing budgets and attract new patients.
To learn how Titan Web Agency can help you with your PACE marketing, please click here.