Michael offered a candid look at what it really takes to market the healthcare end of the continuum, from building trust through honest guidance to strengthening referral partnerships and owning your role as the local expert. Below are a few Fresh Perspectives from his discussion.

BE THE EXPERT, EVEN WHEN THE ANSWER IS “NOT HERE”

Recommendation is part of the job, even if that means sending a family somewhere else. Guiding people to the right fit builds long-term credibility, reputation and referrals that no ad campaign can buy.

OUTREACH IS A DISCIPLINE, NOT A PERSONALITY TYPE

The best outreach pros aren’t the chattiest, they’re the most consistent. Give the role to someone methodical, organized and scheduled for at least two solid days a week — and watch partnerships, not just “activity,” grow.

MAKE STORYTELLING YOUR MOST VALUABLE SERVICE LINE

Video testimonials, resident ambassadors and even stories from those who’ve passed on are powerful tools to humanize healthcare. Done thoughtfully, these narratives soften fear, honor lives and make the continuum feel like a promise, not a threat.

DON’T LET STAR RATINGS DO ALL THE TALKING

A CMS rating can make or break hospital networks, but it’s not the whole story for families. Celebrate the five stars, but also equip your team to explain the dips, put them in context and reassure partners that quality — not just a score — is being managed.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.