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OPERATIONAL EXCELLENCE


Podcasts Offer Intimate, Informative Way to Engage on Senior Living Topics


By Tom Gresham


Genauer, principal of The JPR Group, were discussing the need to communicate to families, residents, associates, and the general population on topics important to the health and well-being of older adults. The pandemic, they believed, heightened


D


the importance of addressing common questions and misconceptions and diving in detail into topics such as COVID-19 testing, contact tracing, and the emotional health risks of social isolation and loneliness. In response, Juniper decided to tap into a medium that has exploded in popularity in recent years: podcasting.


uring the COVID-19 outbreak, Lynne Katzmann, CEO of Ju- niper Communities, and Jeanine


Juniper launched “Voices on Aging,” a


podcast dedicated to issues impacting se- niors—and became part of a group of early adopters in senior living to the podcasting format as a means of communicating with their audiences. Jumping into podcasting can be an ad-


justment, particularly with a team venturing into the medium for the first time, but it also offers an array of unique benefits as a com- munication tool.


Online extension “Online has become really one of our pri- mary ways of communicating with both potential and existing customers, and so the podcast being another way for people


28 SENIOR LIVING EXECUTIVE SEPTEMBER/OCTOBER 2021


to engage with us online seems like a natural fit,” says Cindy Longfellow, vice president of business development/sales and market- ing for Juniper Communities. “And I think the benefit of the podcast as


a complement to a web page, or a landing page, or Facebook, is that it has allowed us to go more in depth on a number of topics that we had been hearing from families that were of concern to them.” Ken Stern, host of “When I’m 64,” the


Stanford Center on Longevity’s podcast focused on caregiving, says podcasts can create especially strong connections with audiences and allow for revealing, memo- rable explorations of topics. “Audio is a very intimate medium,” Stern


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