CALA News & Views | Issue 56 | Innovative Aging

To influence the digital sentiment that AI craves, operators must focus on building reputation from the inside out:

● Turn the On-Site Experience into Marketing: A flawlessly executed tour, a warm greeting at the front desk and exceptional daily care aren't just operations; they are the backbone of your digital footprint. They spark the stories that people tell online. ● Create Uniquely Shareable Community Rituals: Move away from generic, cookie-cutter activities calendars. Create signatures, memorable traditions like an annual family gala, unique resident-led clubs or intergenerational programs that residents and families naturally photograph, share and talk about online. ● Enroll Residents and Families as Brand Ambassadors: Give your community a voice. When residents and their loved ones organically share their positive experiences on social media, they create the authentic, user-generated content that AI engines analyze to gauge brand health. ● Foster Local Community Partnerships: Deepen your roots with local hospitals, civic organizations and nonprofits. Strong offline word-of-mouth eventually manifests as digital sentiment, local news mentions and high-authority local links – all of which signal credibility to AI. Every single touchpoint a user has with your community is a chance to showcase your brand. Ensure you make every second count with a potential resident! Your Brand is the Most Important Marketing Tool You Have As the AI models that power user search become more sophisticated, it will become more challenging to “hide” a bad reputation. The best tool at your disposal is figuring out what makes your community unique in your market and turning it into your strongest marketing asset. We are still years away from AI being the only search tool that families are relying on, but as these models become more prevalent, it is key to start building your brand reputation now. Be proactive, and over time, your community will be the obvious option for families seeking care, both today and in the next iteration of user search.  As the manager of organic strategy at Citizen, Kieran Chrysler draws on her strategic background across healthcare, journalism and commerce to help brands build authentic connections with their audiences. She specializes in turning complex search data into resonant, human centric storytelling that drives measurable growth and elevates market visibility.

2026 COMPENSATION study

Worried About Wages?

Setting fair and competitive wages and benefits is critical to employee recruitment and retention, especially in these unprecedented times. CALA’s Compensation Study provides data specifically for Assisted Living, Memory Care and CCRCs in California.

Available in September!

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www.CAassistedliving.org