There’s a lot of spookiness surrounding the use of AI or artificial intelligence — and rightfully so! You may be struggling to make sense of how a machine can generate messages within seconds that are not only coherent but comprehensive. These advanced systems include claims that they’ll be smarter than people over time — so why wouldn’t we be a little fearful?
Even though there’s apprehension surrounding artificial intelligence, you don’t need to be spooked by AI assistants. There are always going to be risks and benefits of technology and hey, robots haven’t taken over the world — yet.
At Angell Marketing, we ain’t afraid of no ghosts, or artificial intelligence! Our senior living marketing agency has worked hand-in-hand with communities to explore some of the benefits of AI within the community, websites, and interactions with residents.
A BRIEF OVERVIEW OF ARTIFICIAL INTELLIGENCE
As we dive into the world of AI and its complexity, let’s define it in the simplest terms; AI is just a machine learning tool that gives you simple answers to your complex questions while mimicking humans in the way we think and problem-solve. In other words, it’s just a program that learns how to act and react like its human overlords.
Artificial Intelligence dates back to the 1950s, but it has undoubtedly flourished during this decade. It isn’t going away or even slowing down (if anything the rate of adoption is speeding towards a tipping point), so we may as well use it to our advantage and reap the benefits of AI technology within the senior living industry.
What are the advantages (and disclaimers) of AI technology for older adults?
You may be wondering how artificial intelligence can be implemented in your comprehensive strategy. Research has shown that AI is not only a great marketing tool, but it can provide safety and peace of mind to older adults. Hmm. That seems like a neat trick, huh?
Virtual Nurses
In recent years, artificial intelligence has changed the way senior living communities care for residents. We’ve seen the ratio of residents significantly outnumber caregivers — leading to challenges in adequate care in some communities. With AI technology, medical providers are able to monitor residents with virtual nursing assistant devices for non-critical care.
These devices have sensors to aid in monitoring vital signs, activity levels, and other health-related metrics — offering ongoing supervision when someone’s physical presence is not possible.
However, this shouldn’t be seniors’ main form of connection, and shouldn’t be a form of job displacement. Healthcare is all about complex decision-making, and should not fall on a computer-generated system to make health-related decisions. AI technology should be solely used for added assistance.
Fall-Risk Assessment
We’ve also seen AI technology benefit our partnered communities. Luther Manor, a senior living community in Wauwatosa, Wisc., has joined forces with VSTBalance Systems to provide older adults with a fall-risk assessment tool. Residents at greater risk of falling can benefit from this technology that creates a personalized report using objective data to find deficiencies in balance, gait and function — the three leading factors of long-term falls in older adults.
The VSTBalance system uses AI and machine vision to provide accurate results within minutes — resulting in fewer falls among independent and assisted living residents. Falls are the leading cause of injury, and having this type of technological advancement in the senior space is huge.
All things considered, seniors may have trouble adapting to unfamiliar technology and relying on a computer for personalized information. VSTBalance systems are not a replacement for traditional caregiving and should not substitute hands-on patient care.
what ARE AI MARKETING EFFORTS SENIOR LIVING COMMUNITIES CAN UTILIZE?
Now you know that artificial intelligence offers several benefits and improves the quality of life for seniors. But, how can communities benefit from AI within their marketing efforts? There are a number of ways one can use artificial intelligence to nurture leads or provide thorough human-like responses to potential prospects.
Chatbots
Chatbots have become widely used on the web across all industries — and senior living sites are no exception. These handy dandy pop-ups use artificial intelligence and provide human-like interactions with prospects or anyone visiting your site. There are several reasons why senior living communities would want to use a chatbot on their landing page to align with business needs and goals.
Casa de las Campanas, a Type A Life Plan community in San Diego County, utilizes a chatbot on its home page to help inquirers learn about pricing, lifestyle options, community life, and scheduling a visit. The community also offers the option to ask questions and provide an email address to be contacted at the earliest convenience. Prospects can utilize the chatbot past business hours and get answers to common questions without having to wait until the next day on hold.
Regardless of the speedy response, there is only so much one can do with a chatbot. There is a limited understanding of personalized questions that can cause frustration on the prospect’s end. Sometimes answers are not a one-size-fits-all — and can end up showing overly scripted and impersonal responses.
WHAT’S NEXT?
As we dive into the world of AI technology, there are still a lot of mysteries. On one hand, artificial intelligence provides opportunities for peace of mind and extra assistance, yet we can’t ignore the concerns about job displacement and human connections.
It is best to treat AI technology like Halloween candy — make sure to savor it, but do not overindulge yourself.
Angell Marketing is here to help you navigate ever-shifting technologies like AI. With our experts by your side, you’ll avoid the tricks and enjoy marketing programs that are a treat — for your leads and residents as well as for your community and marketing/sales goals. Connect with us!