Specialized Information for:

Nursing HomesAssisted Living/Board & Care Home and Community Based Services

The Importance of Marketing, Communications and Program Promotion

For many for-profit companies and corporations, marketing plays a key role in their overall success. This can also be true for non-profit and advocacy organizations, including Long-Term Care Ombudsman Programs.

Marketing can mean a variety of things, but in general, it encompasses advertising, promotions and public relations. According to the American Marketing Association, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing allows companies and organizations to develop and promote a brand. While ombudsmen do not have a specific brand to promote, they do provide much-needed services to long-term care residents.

For long-term care ombudsmen programs, marketing can be a way to communicate with long-term care residents and their families about the ombudsman program and its services. Ombudsmen programs can use marketing as a way to “advertise” their services. Ombudsman programs can also use marketing to raise awareness around certain issues like residents’ rights, elder abuse and more.

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Marketing Challenges and Opportunities

Marketing Challenges

Effective marketing can be challenging for several reasons. Ombudsman programs are likely to have fewer resources to work with and may not have dedicated communications or public relations support. They may also be limited by state guidelines or restrictions on state or local agencies.

Marketing Opportunities
Yes, many ombudsman programs often operate with extremely limited budgets, and marketing and communications is not often a priority. However, this page is intended to provide ombudsman with examples of how ombudsman programs across the country are using innovative ways to share messages and show support for long-term care issues.

Additionally, today’s technology can be inexpensive, and there are many outlets for communications, allowing your message to reach a broader audience. With an aging population, issues seen by ombudsmen on a daily basis are receiving more attention. Attention to these important issues also helps raise the profile of the long-term care ombudsman program and demonstrates the need for funding and training for ombudsmen.

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LTCOP Promotional Materials Produced by NORC

The Who, What, Where, Why, and How of the Long-Term Care Ombudsman Program (2017)

The Long-Term Care Ombudsman program (LTCOP) advocates for residents of nursing homes, board and care homes, and assisted living facilities. LTCOPs address a variety of complaints regarding the quality of life and care of individuals living in long-term care facilities. Program representatives also provide information about how to find a facility and what to do to get quality care.
Under the federal Older Americans Act, every state is required to have an Ombudsman Program that addresses complaints and advocates for improvements in the long-term care system. This presentation reviews the program responsibilities required by federal law so the information is applicable in every state. Attendees will gain an understanding about what the LTCOP does, who the LTCOP serves, and how to contact the program.
LTCOP representatives can use this presentation when training potential LTCOP representatives, during Resident Council and Family Council meetings, community education, and in-services for facility staff.

View the slides as a PDF or PowerPoint.

Fact Sheet: Long-Term Care Ombudsman Program - What You Must Know
This resource walks readers through what the long-term care ombudsman program is, what the Ombudsman program does and does not do, links to information on residents’ rights, and some helpful FAQs. This fact sheet was developed in partnership with The National Consumer Voice for Quality Long-Term Care and the National Center on Elder Abuse (NCEA). View the fact sheet here.

Infographic for Ombudsman Program Promotion
This infographic has been created to give a brief overview of the work Ombudsman Programs do and the impact they have around the nation. This infographic can be used for volunteer recruitment or program promotion. View the infographic as a PDF here.


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