With Amy Hutchins, Chief Marketing Officer at WesleyLife

Industries evolve as market needs shift and cultural attitudes change. The senior living space, or what WesleyLife has reimagined as the health and wellbeing market, is no exception. In fact, it’s one of the most rapidly-evolving markets as the general population ages and cultural norms evolve about what it means to grow old, both joyfully and gracefully.

As the CMO of WesleyLife, Amy Hutchins explains, crafting the organization’s brand and disseminating a progressive message about the future of senior living is all about meeting people where they’re at. Paid media efforts and SEO initiatives are just a few of the ways WesleyLife relays this message. Sometimes this means using the language your customers use, if only as a tool to dispel common misconceptions about your industry and to steer those same customers in the direction of your tailored marketing and branding.

It’s about working with, not against, the algorithm. In fact, attracting potential customers who only know you as one thing, whether that’s “senior living,” “nursing home,” or whatever the equivalent in your industry might be, opens the door to education, opportunity, and ultimately larger cultural shifts in the way your customers understand your mission. After all, as Hutchins further explains, you don’t need what you don’t know. After that, the sky’s the limit.

Jen and Amy discuss:

• How to meet customers where they’re at (1:55)
• The power of paid media efforts and SEO initiatives (2:35)
• Changing the way customers see your industry (7:42)
• Turning challenge into opportunity (11:46)
• Working with, not against, the algorithm (19:27)
• “You don’t need what you don’t know.” (22:50)
• The best metrics for measuring your success (25:17)