Senior Living Consultants 

Healthcare Marketing Concepts, originally Census Builders, began senior living sales and marketing consulting services in 1995.

Since then, over 450 assisted living, skilled nursing centers, CCRC’s, and other senior living organizations throughout the United States have benefited from practical, low-cost senior living marketing recommendations to grow occupancy and position their services in the ever-changing competitive senior living market.

Our focus is 100% senior living marketing

We know there are many senior living consultants in this industry; however, there are very few that specialize 100% in senior living marketing.

Those other senior living consulting firm’s focus on selling CRM systems, websites, advertising, senior living financing, and even executive staffing and recruitment.  We are dedicated to the senior living marketing as not just our primary focus but our 100% focus.

This is what we do. Since our focus for more than 30 years has only been senior living marketing and sales, we feel that experience and expertise does make the difference.

More than consultants – we are “resultants”

Healthcare Marketing Concepts brings the ability to visualize positive changes and improved results.  In fact, we are more than “consultants” we are “resultants” because our focus is on positive change and results.

Healthcare Marketing Concepts has responded to the changing needs in the senior living market, and as market conditions have changed so have our methods to train and develop marketing and senior living sales skills.

Making significant changes requires a commitment to look at all the variables involved. We believe to be 100% better sometimes requires you to do 100 things 1% better.

When change happens to you it can cause a paralysis of your senior living sales and team enthusiasm.  We feel there is success when the senior living team is part of that change and engages in it to be an exciting opportunity.

What matters most is that you and your senior living sales team control what is within your control as change happens.

Click here to read more about Senior Living Consultants…

Senior Living Marketing

By staying focused and utilizing current systems along with incorporating new streamline marketing approaches, you can quickly move to being a more competitive player in your senior living market.

Healthcare Marketing Concepts challenges each center to look at pulling together various pieces of marketing and then working those into a system of specific projects and programs.  

The competitive senior living edge

It is possible, with even a tight marketing budget, to make a significant impact by having a plan in place and a deadline to making it happen.

Our goal is to offer services and solutions to position you to be as competitive of a player as possible.

Today’s senior living organization is quickly heading towards a more segmented approach to offer personalized, almost boutique, approach to senior living care and service delivery.

Every community has a marketing budget but how those funds are used can make all the difference.

By approaching marketing from a result driven angle, funds and resources are allocated for the highest return on investment and for being competitive in the senior living marketplace.

Click here to read more about Senior Living Marketing…

Assisted Living Marketing Consultants

We work with progressive Assisted Living organizations in developing strategic business plans and strategic relationships while reinforcing strong organizational skills.  We offer a specific approach that helps navigate through the uncertainty of our industry.

It would be nice to have a clear roadmap, but what seems to work best is to train staff and Assisted Living communities on how to quickly adapt to changes and keep moving forward with a new defined set of skills. 

Our market analysis not just looks at your competition, but at what you have to be more competitive in providing Assisted Living services.  You cannot change the competitor, but we will show you how to be more competitive in senior living services.  We help to identify your strengths and capabilities.

Think of it as “mashed potatoes” – we take the mashed potatoes and focus on turning them back into potatoes so we can package and promote as many as possible as your competitive senior living advantage.

It is not just about having the right people in place but also having systems that support the goal of generating new senior living business.  We will work with your team to develop business growth strategies specific to your senior living organization, your team, and your Assisted Living market.

Anyone can put together a marketing plan – the challenge is to develop one based on measurable improvements in those key areas you to improve upon.

Click here to read more about Assisted Living Marketing Consultants…

Skilled Nursing & Senior Living Clients

Our senior living clients include:

• For profit
• Not-for-profit
• Governmental
• Independent owners
• Multi-site location owners
• Management companies
• Regional and national operators
• Hospital affiliated centers
• Skilled nursing centers
• Assisted living communities
• Independent living communities
• Continuing care retirement communities
• Memory care communities
• Transitional post-acute rehab centers

We work with:

• Board of directors
• Senior management
• Regional teams
• Campus level leaders
• Sales and marketing directors

We have worked with new senior living startups to campuses that have been open for over 100 years.  Communities from less than 20 beds to over 900 beds.

We have had clients in all regions of the continental United States in rural, urban, and suburban communities.

Click here to read more about Senior Living Clients…

Senior Living Sales Training

Our professional sales program looks at the basic concept that “you need to know it and believe it to then follow the rights steps to selling it”.  By developing a persuasive presentation and a systematic approach, sales becomes part of the seamless delivery of services by your senior living organization.

We take a unique approach to senior living sales by building upon strengths.  By combining the competitive advantages of your senior living community along with your team members individual talents, our proven sales techniques make it possible to see immediate positive improvements.

We create a sales environment built on developing confidence, messaging, consistency, and exploring new opportunities.

• Sales strategy
• Sales consulting
• Sales team coaching
• Sales training

Click here to read more about Senior Living Sales Training…

Customer Service Training

Mindset to exceeding expectations

Quality can be defined as “exceeding expectations” and the backbone of our senior living customer service program is to clearly identify and define expectations and then encourage staff members to go beyond those minimal standards.

Personalized program specific to your organization

Our senior living approach is personalized, focused on the integrity and professionalism of how your staff interacts with your senior living customers to ensure the highest degree of satisfaction possible.   Healthcare Marketing Concepts takes the approach to customize a program based on your specific needs.

Our senior living hospitality/senior living customer service training is designed to be as natural process as possible by packaging training for staff with consistent expectations.  This is not a cookie cutter approach but very customized specific to the senior living organization and the staff members involved.

We also see senior living customer service as one of the least expensive but highest return on your senior living investment for marketing and senior living marketing business development.

Click here to read more about Senior Living Customer Service Training…

Competitive Marketing Strategy

Strategic Marketing Planning

We work with your senior living team to develop practical business growth strategies specific to your senior living organization, your senior living team, and your senior living market. We take a deeper and closer look at your marketing approach and offer specific, cost effective solutions to improve those results.  Once we help to identify your strengths and capabilities, we then focus on getting everyone on the same wavelength with sales and marketing expectations.

Consulting & Marketing Planning

• Strategic market planning
• Senior living marketing strategies
• Packaging and promoting value added services

Techniques for Increasing Occupancy

• Marketing automation
• Marketing and sales manuals
• Senior living resources
• Tour and backup sales training 

Marketing Communications

• Creative marketing solutions
• Social media management
• Special event planning and support.

Senior Living Business Development

• CRM training/support

Satisfaction

• Resident and staff satisfaction surveys
• Reputation management

Mystery Shops

• Objective “teachable moments” approach to being more competitive

Click here to read more about Competitive Marketing Strategy...

Meet Gary Vandenberg

Gary is a senior living sales and marketing consultant, gerontologist, and nursing home administrator with more than 40 years of health care experience.  He earned his Bachelor of Science degree in Gerontology from Bowling Green State University. In 1982, he obtained his Ohio Nursing Home Administrator’s license and has kept it current since then.

In 1985, he co-founded Healthcare Marketing Concepts which grew to a client base of 120 providers, including skilled nursing centers, independent living and assisted living communities. His approach was to provide ACT — advice, coaching and training — the focus he continues to use today. 

In the past 30 years, he has served as the senior marketing executive for four national senior living companies. Gary has personally trained hundreds of administrators, executive directors, regional sales and marketing staff, nurse and community liaisons, campus sales directors and admission counselors. As an author, he has written nine senior living books ranging from customer service to sales training to senior living staff recruitment. As a professional trainer, he has developed company-wide programs in sales, hospitality, and marketing. 

His work includes manuals, CRM tracking systems and campus video tours. He has coordinated numerous special events drawing up to 1,500 guests at a single community.

In the course of his career, Gary has developed dozens of specialized care units, including memory care and rehab recovery suites.  He has presented at corporate annual conferences and state health care association conferences.

After 30 years in senior living corporate positions, Gary made the move in 2021 to get back to providing consulting services and special projects. His focus is primarily in three areas: Sales Training, Competitive Market Assessment and Customer Service Training.

Gary has lived in Cleveland, Indianapolis, Memphis, and Boston, and now resides with his family on a small farm in Medina, Ohio. He enjoys hiking and biking in the Cuyahoga Valley National Park and has been involved for more than 10 years in the Cleveland Marathon, finishing three marathons in the past five years.

Programs & Options 

Healthcare Marketing Concepts takes a unique approach to senior living training and support.  Our goal is to design a solution specific to your needs using techniques that are success-driven and focused on being as motivational as possible. We ask the essential questions to offer specific solutions. We develop a targeted plan with specific tactics that will make the most impact in as short of time as possible. We keep it simple and focused on practical techniques that can be implemented immediately.  We offer many “how to” tools that you can take and run with.

Senior living training is designed to be multidisciplinary to include various senior living team players from different departments that interact for improved results.  We base our senior living marketing and sales approach on our audience and their skill levels.

Our focus can be narrowed to the 3 key areas we define as A.C.T.

 A – Assessment

Marketing assessment (internal/external)

 C – Coaching

Senior living sales training & coaching

T – Training

Customer service/hospitality training

Click here to read more about Consulting Programs & Options...

Senior Living Sales Consultants

Senior Living Consultants 

Healthcare Marketing Concepts, originally Census Builders, began senior living sales and marketing consulting services in 1985.

Since then, over 450 assisted living, skilled nursing centers, CCRC’s, and other senior living organizations throughout the United States have benefited from practical, low-cost senior living marketing recommendations to grow occupancy and position their services in the ever-changing competitive senior living market.

Our focus is 100% senior living marketing

We know there are many senior living consultants in this industry; however, there are very few that specialize 100% in senior living marketing.

Those other senior living consulting firms focus on selling CRM systems, websites, advertising, senior living financing, and even executive staffing and recruitment.  We are dedicated to the senior living marketing as not just our primary focus but our 100% focus.

This is what we do. Since our focus for more than 30 years has only been senior living marketing and sales, we feel that experience and expertise does make the difference.

More than consultants – we are “resultants”

Healthcare Marketing Concepts brings the ability to visualize positive changes and improved results.  In fact, we are more than “consultants” we are “resultants” because our focus is on positive change and results.

Healthcare Marketing Concepts has responded to the changing needs in the senior living market and as market conditions have changed so has our methods to train and develop marketing and senior living sales skills.

Making significant changes requires a commitment to look at all the variables involved. We believe to be 100% better sometimes requires you to do 100 things 1% better.

When change happens to you it can cause a paralysis of senior living sales and team enthusiasm.  We feel there is success when the senior living team is part of that change and engages it to be an exciting opportunity.

What matters most is that you and your senior living sales team control what is within your control as change happens.

Click here to read more about Senior Living Consultants…

Senior Living Marketing

Senior Living Marketing

By staying focused and utilizing current systems along with incorporating new streamline marketing approaches you can quickly move to being a competitive player in your senior living market.

Healthcare Marketing Concepts challenges each center to look at pulling together various pieces of marketing and then working those into a system of specific projects and programs.  By staying focused and utilizing current systems along with incorporating new streamline marketing approaches you can quickly move to being a competitive player in your senior living market.

The competitive senior living edge

It is possible, with even a tight marketing budget, to make a significant impact by having a plan in place and a deadline to making it happen.

Our goal is to offer services and solutions to position you to be as competitive player as possible.

Today’s senior living organization is quickly heading towards a more segmented approach to offer personalized, almost boutique, approach to senior living care and service delivery.

Every community has a marketing budget but how those funds are used can make all the difference.

By approaching marketing from a result driven angle funds and resources are allocated for the highest return on investment and for being competitive in the senior living marketplace.

Click here to read more about Senior Living Marketing…

Assisted Living Marketing Consultants

Assisted Living Marketing Consultants

We work with progressive Assisted Living organizations in developing strategic business plans and strategic relationships while reinforcing strong organizations skills.  We offer a specific approach that helps navigate through the uncertainty of our industry.

It would be nice to have a clear roadmap but what seems to work best is to train staff and Assisted Living communities on how to quickly adapt to changes and keep moving forward with a new defined set of skills. 

Our market analysis not just looks at your competition but what do we have to be more competitive in providing Assisted Living services.  You cannot change the competitor, but we will show you how to be more competitive in senior living.  We help to identify your strengths and capabilities.

Think of it as “mashed potatoes” – we take the mashed potatoes and focus on turning them back into potatoes so we can package and promote as many as possible as your competitive senior living advantage.

It is not just about having the right people in place but also having systems that support the goal of generating new senior living business.  We will work with your team to develop business growth strategies specific to your senior living organization, your team, and your Assisted Living market.

Anyone can put together a marketing plan – the challenge is to develop one based on measurable improvements in those key areas you are needed to improve upon.

Click here to read more about Assisted Living Marketing Consultants…

Skilled Nursing & Senior Living Clients

Skilled Nursing & Senior Living Clients

Our senior living clients include:

• For profit
• Not-for-profit
• Governmental
• Independent owners
• Multi-site location owners
• Management companies
• Regional and national operators
• Hospital affiliated centers
• Skilled nursing centers
• Assisted living communities
• Independent living communities
• Continuing care retirement communities
• Memory care communities
• Transitional post-acute rehab centers

We work with:

• Board of directors
• Senior management
• Regional teams
• Campus level leaders
• Sales and marketing directors

We have worked with new senior living startups to campuses that have been open for over 100 years.  Communities from less than 20 beds to over 900 beds.

We have had clients in all regions of the continental United States in rural, urban, and suburban communities.

Click here to read more about Senior Living Clients…

Senior Living Sales Training

Senior Living Sales Training

Our professional sales program looks at the basic concept that “you need to know it and believe it to then follow the rights steps to selling it”.  By developing a persuasive presentation and a systematic approach, sales becomes part of the seamless delivery of services by your senior living organization.

We create a sales environment built on developing confidence, messaging, consistency, and exploring new opportunities.

• Sales strategy
• Sales consulting
• Sales team coaching
• Sales training

Click here to read more about Senior Living Sales Training…

Customer Service Training

Customer Service Training

Mindset to exceeding expectations

Quality can be defined as “exceeding expectations” and the backbone of our senior living customer service program is to clearly identify and define expectations and then encourage staff members to go beyond those minimal standards.

Personalized program specific to your organization

Our senior living approach is personalized, focused on the integrity and professionalism of how your staff interacts with your senior living customers to ensure the highest degree of satisfaction possible.   Healthcare Marketing Concepts takes the approach to customize a program based on your specific needs.

Our senior living hospitality/senior living customer service training is designed to be as natural a process as possible by packaging training for staff with consistent expectations.  This is not a cookie cutter approach but very customized specific to the senior living organization and the staff members involved.

We also see senior living customer service as one of the least expensive but highest return on your senior living investment for marketing and senior living marketing business development.

Click here to read more about Senior Living Customer Service Training…

Competitive Marketing Strategy

Competitive Marketing Strategy

Strategic Marketing Planning

We work with your senior living team to develop practical business growth strategies specific to your senior living organization, your senior living team, and your senior living market. We take a deeper and closer look at your marketing approach and offer specific, cost effective solutions to improve those results.  Once we help to identify your strengths and capabilities, we then focus on getting everyone on the same wavelength with sales and marketing expectations.

Consulting & Marketing Planning

• Strategic market planning
• Senior living marketing strategies
• Packaging and promoting value added services

Techniques for Increasing Occupancy

• Marketing automation
• Marketing and sales manuals
• Senior living resources
• Tour and backup sales and special senior living special events.

Marketing Communications

• Creative marketing solutions
• Social media management
• Special event planning and support

Senior Living Business Development

• CRM training/support

Satisfaction

• Resident and staff satisfaction surveys
• Reputation management

Mystery Shops

• Objective “teachable moments” approach to being more competitive

Click here to read more about Competitive Marketing Strategy...

Meet Gary Vandenberg

Meet Gary Vandenberg

Gary is a senior living sales and marketing consultant, gerontologist, and nursing home administrator with more than 40 years of health care experience.  He earned his Bachelor of Science degree in Gerontology from Bowling Green State University. In 1982, he obtained his Ohio Nursing Home Administrator’s license and has kept it current since then.

In 1985, he co-founded Healthcare Marketing Concepts which grew to a client base of 120 providers, including skilled nursing centers, independent living and assisted living communities. His approach was to provide ACT — advice, coaching and training — the focus he continues to use today. 

In the past 30 years, he has served as the senior marketing executive for four national senior living companies. Gary has personally trained hundreds of administrators, executive directors, regional sales and marketing staff, nurse and community liaisons, campus sales directors and admission counselors. As an author, he has written nine senior living books ranging from customer service to sales training to senior living staff recruitment. As a professional trainer, he has developed company-wide programs in sales, hospitality, and marketing. 

His work includes manuals, CRM tracking systems and campus video tours. He has coordinated numerous special events drawing up to 1,500 guests at a single community.

In the course of his career, Gary has developed dozens of specialized care units, including memory care and rehab recovery suites.  He has presented at corporate annual conferences and state health care association conferences.

After 30 years in senior living corporate positions, Gary made the move in 2021 to get back to providing consulting services and special projects. His focus is primarily in three areas: Sales Training, Competitive Market Assessment and Customer Service Training.

Gary has lived in Cleveland, Indianapolis, Memphis, and Boston, and now resides with his family on a small farm in Medina, Ohio. He enjoys hiking and biking in the Cuyahoga National Forest and has been involved for more than 10 years in the Cleveland Marathon, finishing three marathons in the past five years.

Programs & Options

Programs & Options 

Healthcare Marketing Concepts takes a unique approach to senior living training and support.  Our goal is to design a solution specific to your needs using techniques that are success-driven and focused on being as motivational as possible. We ask the essential questions to offer specific solutions. We develop a targeted plan with specific tactics that will make the most impact in as short of time as possible. We keep it simple and focused on practical techniques that can be implemented immediately.  We offer many “how to” tools that you can take and run with.

Senior living training is designed to be multidisciplinary to include various senior living team players from different departments that interact for improved results.  We base our senior living marketing and sales approach on our audience and their skill levels.

Our focus can be narrowed to the 3 key areas we define as A.C.T.

 A – Assessment

Marketing assessment (internal/external)

 C – Coaching

Senior living sales training & coaching

T – Training

Customer service/hospitality training

Click here to read more about Consulting Programs & Options...