Need A Director of Marketing? The Coming Crisis

Posted by Bernie Reifkind on March 2, 2010

We all know by now that there is a severe nursing shortage here in a America:  a very sobering statistic.  If you are in the senior housing market this is a serious issue.

Here is another frightening thought for operators in the senior housing market (such as long term care and assisted living) : good luck trying to find a great Director of Sales or Marketing.

Finding a stellar marketing professional is like trying to find the proverbial haystack needle.

One could argue that with unemployment rate so high there must be thousands of marketing professionals available right?  Maybe.  It’s not about quantity it’s about quality and a successful marketing professional is worth their weight in gold.

Employing the best marketing professional can mean the very survival of your business.

Because we are living in the age of the internet, email, texting, twitter, facebook, google:  quite frankly we are witnessing the erosion of human contact.  A great marketing professional understands the latest in technology but they know that “it’s all about who you know” and the willingness to meet someone face to face to develop trust is essential.

Calling someone on the phone trumps the digital world,  sorry about that to the the texting generation.  Great marketers are persistent professionals that understand that selling and marketing has always been about selling benefits- not features.  You can learn that in Marketing 101.

But wait, there’ s more.

People do business with people they like.”  I have no idea who came up with that line but it always has been true and always will be true.

Can you really establish a true marketing relationship by email or texting?  Preliminarily yes as an introduction, but the digital world must be used in a clever way in order to create a face to face or telephone conversation.

Trust is the key to any relationship and all the great marketers know this.  So while there may be many unemployed marketing people, the best professionals understand that you have to stand out from the rest- while the rest are busy sending texts, emails, etc.

Great marketing people meet their clients and create relationships.  The shortage of great marketing and sales professionals trumps the nursing shortage in the senior housing markets and it’s only going to get worse.

What is your organization doing to address this issue?

Any questions or comments? I am Bernie Reifkind, CEO and founder of Premier Search, Inc. I can be reached at 1(800) 801-1400 or email at

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