We received an interesting question last week…
A blog subscriber asked us if there is a difference between a senior living persona and the senior living target audience.
It was a great question and one we haven’t addressed before on our blog.
While we’ve talked about senior living personas before, we haven’t talked about how they differ from your target audience.
It’s a subtle distinction but an important one.
Who is the target audience in senior living?
A target audience is a group of people with the same demographic profile. It is made up of traits such as age, gender, income level, and geographic location.
They are basic traits and data points, not behaviors.
In senior living, we have multiple target audiences ranging from professional referral sources to adult children.
We think of the target audience in broader terms than a senior living persona.
What is a senior living persona?
A persona, by contrast, is how the target audience members behave.
They provide us with a much more detailed, close up look at who we are targeting. We get to know what they do each day and what worries keep them up at night.
By creating senior living personas, you gain a better understanding of what and where prospective families and referral sources are:
- Thinking
- Fearing
- Feeling
- Dreaming
- Lacking
- Struggling
- Believing
That snapshot gives senior living providers the insight they need to create content that connects and engages with seniors, families, and professional referral sources.
Make sense? Let us know if you have questions and we’ll be happy to try to help answer them.
Learn More About Senior Living Personas
To learn more about senior living personas, check out: