The idea of elder care communities like the one at Columbia Pacific Communities becomes extremely alluring in a nation like India with such a huge population experiencing lifestyle changes every day with families operating as nuclear in urban town.
With a unique blend of hospitality, real estate, and wellness in India, Columbia Pacific Communities, a division of Seattle, Washington-based Columbia Pacific Management, creates senior living communities. It provides housing for the elderly, but it is more of a community attempting to make life for the older population of the country less lonely and more fulfilling than an old age home.
Piali Dasgupta, Senior Vice President of Marketing at Columbia Pacific Communities, spoke on this subject and discussed the company’s mission, current campaigns, and the best and worst marketing tactics for persons over the age of sixty.
They began operating a Senior Living business in India in 2018. Early in 2017, they purchased Serene Senior Care, a business that was already involved in senior living. The business is situated in Chennai and operates throughout the country’s southern region. The company was officially established in India in 2018 once it took over Serene and began running its own operations. Senior living does not refer to retirement communities that have nothing to do with aging. These are retirement communities for independent seniors who choose to visit them instead of being forced to do so. Their main goal is to create senior communities around the world that adhere to worldwide standards of elder living and healthcare.
Senior adults are highly tech-adept today, dispelling the widespread misconception that we can’t communicate with them online. She is referring to older Indians who live in cities. A different image can emerge in rural India. Reaching out to elderly adults online hasn’t seemed to be a problem for them at all in the cities that they are sort of functioning in and the city that they are targeting, which are the metros and a few tier-two non-metros. In post-pandemic, they spend 70% on digital and only 30% on offline, much like any other industry. Therefore, 70% include SEO, SEM, Facebook, affiliate, email marketing, and YouTube. Seniors are not typically technologically adverse. And she believes that with India’s digitization initiatives and the recently created government relations programme, this will only get better and stronger, and they will continue to invest in it.
Because they are constantly attempting to address specific issues affecting elderly adults, she believes that the campaigns have unquestionably become more purposeful.
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