Specialized Information for:

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

The Importance of Marketing, Communications and Program Promotion

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."

For long-term care Ombudsman programs, marketing can be a way to communicate with long-term care residents and their families about the program and its 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 Opportunities

This page provides Ombudsman programs with examples of how ombudsman programs across the country are using innovative ways to share messages and show support for long-term care issues. If you see materials from another Ombudsman program that you would like to adapt and use for your program, please be sure to reach out to the program before doing so.

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 Ombudsman programs 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 advocacy. 

LTCOP Promotional Materials Produced by NORC

What is a Long-Term Care Ombudsman Video

The Who, What, Where, Why, and How of the Long-Term Care Ombudsman Program (2020)

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 PPT.

Long-Term Care Ombudsman Program Postcard
This postcard is available in three versions and can be used by long-term care Ombudsman programs or long-term care facilities to share information about the Ombudsman program. Programs can personalize the postcards and/or print and share them with residents and family members.

NOTE: The postcards are available for free printing and shipping for Ombudsman programs. It is printed on 8.2 x 5.8 card stock postcard paper. If your program is interested in receiving free copies of this postcard, email ombudcenter@theconsumervoice.org. Supply is limited.

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 Long-Term Care Ombudsman Program Promotion
This Ombudsman program 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 and download the printable infographic here.




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