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Eddy Senior Living

Upstate New York

Overview

Streamlining Solution: Six Communities, One Way Forward

Background & Challenges

Eddy Senior Living is a Zeigler Top-100 Provider in upstate New York. When they contacted Murdock, this non-profit had recently undergone an ownership change and was now hospital-owned. With 820 total units, Eddy Senior Living is made up of six communities that include independent living, enriched housing/assisted living, and/or memory care (with skilled nursing facilities on two campuses).

Murdock helped Eddy Senior Living identify and tackle a number of challenges – declining occupancies, shorter length-of-stays, a lack of amenities, overlapping markets, and ambiguous marketing budgets. Eddy Senior Living leadership also partnered with Murdock to define sales and marketing goals and plans, driven from a corporate level, and navigate the shift in ownership and overall identity.

Marketing Solutions

  • Oversaw sales and marketing efforts and teams
  • Conducted focus groups and surveys to analyze various markets
  • Assessed competition and provided pricing analysis
  • Developed an executable strategic and tactical plan for the division and for each affiliate
  • Made a shift to a true-sales-oriented organization, dramatically increasing the level and effectiveness of the sales team’s activity
  • Provided significant initial recommendations for improvement for three affiliates based on sales and marketing reviews
  • Identified the division’s most significant challenges and developed divisional strategic plans to bring consistency and cohesion
  • Provided market expansion study and redefined each community’s target market
  • Repositioned the division and each individual provider based on their unique differentiators and their refined target markets
  • Refocused efforts on the seniors and adult children in the market (based on survey and focus group results)
  • Refreshed each community’s brand under the divisional umbrella
  • Increased direct new lead/re-inquiry generation efforts in lieu of general awareness
  • Provided recommendations on expanding the level of care licensure to accommodate increasing move-outs
  • Bolstered online presence through a website, search engine optimization, pay-per-click advertising, and social media, more than doubling internet leads each year

Services Provided

  • Focus groups and survey research
  • Sales and marketing assessment
  • Marketing and sales advisory and oversight
  • Sales training and coaching
  • Brand development
  • Digital content strategy
  • Team alignment
  • Pricing analysis

Results

All six communities benefited from a streamlined approach to sales and marketing, with the Murdock team guiding every step of the process. Overall, Eddy Senior Living increased total new lead generation by 46% in the first year and nearly 100% since initiating engagement. Sales volume increased by 25%. Additionally, move-ins increased 23% within the first 12 months of engagement, and Eddy Senior Living has maintained incremental increases in move-ins between 2%-5% each year since. Murdock also assisted with individual campus needs as identified. The team provided a viable IL expansion and MC recommendations that helped moved one campus’ redevelopment plan forward.