POSTS

CAREGIVING COMMERCIALS

December 20, 2023

THE CAREGIVING COMMERCIALS

I’m not exactly sure why but there seems to be an abundance of Caregiver Commercials airing at this time.

First, there are commercials recruiting Caregivers. They say things like, “Do you have a strong interest in caring for others?” or “Are you able to develop a strong rapport with the elderly?” and “Do you enjoy engaging in activities with Seniors?”

No. No. And then again No. I will not be filling out an application any time soon. Although I have obtained this Caregiver position without an application, a job interview, prior experience, or even a passing interest in the job.

What these commercials are telling me and anyone else who pays close attention is that there is a shortage of Caregivers. Of course, I knew that without a :30 second colorful advertisement telling me so.

And every other commercial is asking you to consider their Agency when considering hiring a Caregiver. Placing those two commercials in the same program is not a good Marketing move. On one hand, they are recruiting Caregivers, while at the same time offering Caregiving services. Perhaps they don’t see the irony in competing messages. If the Agency is hiring Caregivers at a higher-than-average pay scale thus indicating that they are short-staffed, who is available to provide the Caregiving services? That message does not offer a sense of confidence when looking for assistance.

And then there are the commercials for the Assisted Living Facilities. Once again, the facilities on air happen to have the worst reputations in the state. No wonder there are rooms available. Perhaps these facilities should invest the money they spend on advertising instead on making sure that they are well equipped and able to provide genuine care.

When thinking about Assisted Living for my Mom, my Brother and I have discussed the fact that we need to find a place that provides the best Assistance, various levels of health care and most importantly be a place that we would want to visit. That may not seem like the best manner in which to judge; however, it will definitely ensure that she is placed in an Assisted Living facility with high rankings amongst Health Care Professionals, State Health Advisors, other Residents, and their families.

Unfortunately, those Communities are not as in abundance or as affordable as the commercials of those with vacancies. And given their ratings, comments, and public documentation one must wonder if those vacancies are due to the unexplained, or unexpected deaths of the residents. That’s just a little too morbid to think about. Although the best commercials are those which induce an emotional reaction and make a connection. However, I don’t believe that the advertised Assisted Living Communities wish to make an emotional connection to “death.”

Just yesterday, I saw a commercial advertising a special rate. If the resident moves in within the next 30 days, the first and third months are offered free of charge. That ad sounded suspiciously like an advertisement for a newly constructed building offering special move-in rental rates. Seriously. If one is searching for a “place for mom,” move-in specials are enticing but definitely something that makes you go, “hmm…” You can’t help but wonder if Covid or a similar deadly virus is running rampant throughout the building.

Marketing 101 teaches some basic Advertising truths. One such fact for instance is this—if you are in the market to purchase a new vehicle, you will notice car commercial after car commercial and then another car commercial. Applying that same logic, I can understand why there suddenly appears to be an abundance of Caregiver Commercials. Apparently, I am in a Caregiver State of Mind.

The message I received from the Caregiver Commercials is this…

First there is a shortage of Caregivers; therefore, if I actually applied for a Caregiving gig, I would make top dollar. Although I am not sure that I would qualify for the position. LOL

And the place for Mom is not in one of the currently advertised facilities with unexplained vacancies.

And so, the moral of the Caregiver Commercials is simply this, “At the moment the place for my Mother appears to be here with me—the unpaid Caregiver.”

Maybe I should make a commercial. There is one problem–the Caregiver’s in those commercials are always smiling. Perhaps they are actually paid Actors; and not Caregivers at all.