When you're running an organization dedicated to Parkinson’s or dementia care, you’re not looking for fluff. You need someone who gets it—who understands that your mission is deeply personal and that your audience consists of caregivers, patients, and those seeking meaningful support.
So, if you're thinking about bringing on a marketer or an agency to help with your outreach, here’s what you should expect. No nonsense, just straightforward advice to make sure you get the right fit.
1. Clear Communication (No Jargon, Please)
You don’t have time for fancy words that don’t mean anything. If a marketer can’t explain a strategy to you in plain English, they probably don’t understand it themselves. Whether it's about increasing visibility, driving engagement, or expanding community reach, every step needs to be transparent and straightforward.
Key Signs of Good Communication:
They listen more than they talk in the initial meetings.
They explain things in a way that makes sense to you (without looking smug).
They offer examples of what’s worked for similar organizations (not necessarily just healthcare, but those serving a specific community or mission).
Red Flags:
Buzzwords like "synergy," "disruptive," or "leverage."
Responses that sound like a sales pitch rather than a solution.
Over-promising results in short time frames—marketing takes time, especially in niche fields like Parkinson’s or dementia care.
2. A Solid Understanding of Your Audience
You serve people dealing with the realities of Parkinson’s or dementia, and they come to you for help, not a hard sell. Your marketer needs to understand this and adjust their tone accordingly.
What They Should Know:
Your audience includes caregivers, patients, healthcare providers, and community members.
You provide support—whether through fitness classes, day health centers, or online resources. You’re not selling a quick fix.
Empathy is key. Your marketing should feel inclusive, warm, and informative, never cold or impersonal.
Pro Tip: Look for someone who’s worked in health, nonprofit, or community services. They’ll understand how to approach sensitive topics with care and respect.
Ready to reach more people and grow your impact? Let’s chat about how we can help.
3. Content that Educates, Not Just Sells
The people you serve are often looking for resources, not sales pitches. Whether it's a guide for caregivers or an explainer about Parkinson’s treatments, your content should always educate first.
Here’s What a Great Content Plan Looks Like:
How-to Guides: "How to Talk to a Loved One About Dementia" or "Best Exercises for Parkinson’s Patients."
Step-by-Step Caregiver Resources: Caregiver burnout is real—help them out with practical advice.
Educational Materials: Regular blogs, newsletters, and social posts that answer common questions, dispel myths, and offer real value.
Your marketing shouldn’t just aim to get attention. It should build trust by offering something genuinely useful.
4. A Multi-Channel Approach
You’re likely connecting with people through multiple channels—social media, your website, email newsletters, and in-person events. Your marketer should help streamline this by ensuring consistent messaging across the board.
What to Expect:
Website: Clean, easy to navigate, with clear calls to action (CTA), like “Join a Support Group” or “Find Resources.”
Social Media: Empathy-driven, engaging content that invites conversation, not just announcements.
Email Campaigns: Regular updates that feel more like a friendly reminder than spam.
Bonus Points if They:
Help set up or improve a community forum for caregivers.
Run targeted ads to reach families searching for dementia or Parkinson’s resources.
5. Experience with Community-Driven Organizations
You’re not a corporation, and that’s a good thing. You’re a community-driven organization that thrives on personal connections. Your marketing should reflect that.
Ask potential marketers:
Have they worked with organizations similar to yours?
How do they plan to personalize your outreach efforts?
Do they understand how your organization fits into the community, both locally and online?
Examples of Community-Focused Tactics:
Hosting online webinars or local workshops on dementia care.
Partnering with local businesses or fitness instructors for Parkinson’s classes.
Organizing fun (not overwhelming) community events that help reduce the isolation felt by caregivers and patients.
6. Realistic, Measurable Goals
No marketer worth their salt will promise you “instant results.” Growth takes time, especially when it’s centered around building trust and community. But you should expect measurable results over time.
Key Metrics to Ask About:
Engagement: Are more people attending your events or interacting with your online resources?
Reach: Is your website traffic increasing? Are more people finding you on social media?
Conversions: Are people signing up for your services after visiting your site?
Remember: You’re dealing with sensitive topics. It’s not about how many “likes” you get; it’s about how many people you’re helping. Quality over quantity, always.
7. A Long-Term Partnership, Not Just a Quick Fix
Marketing isn’t a one-and-done deal, especially in a field as delicate as Parkinson’s or dementia care. You need a partner who is in it for the long haul, someone who will grow with your organization and adapt as your needs change.
What This Looks Like:
Regular strategy meetings to review what’s working and what’s not.
Ongoing tweaks to messaging and campaigns as your organization evolves.
Proactive suggestions for new opportunities, such as partnerships or media features.
The Big Question to Ask: “Are you willing to invest in us, as much as we are investing in you?”
If the answer isn’t a resounding “Yes,” it’s time to move on.
Conclusion: Find the Right Fit for Your Organization
At the end of the day, the right marketer or agency for your Parkinson’s or dementia-focused organization will be one that understands your mission. They won’t talk down to you or your audience, and they’ll bring clear, compassionate strategies that connect with people on a real, human level.
Here’s the truth: You don’t need a marketing guru. You need someone who sees the value in what you’re doing and knows how to help you reach the people who need it most.
That’s the kind of marketing partnership that will make a difference.
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