Senior Housing News November 14, 2024
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During an earnings call last week, Brookdale Senior Living (NYSE: BKD) CEO Cindy Baier said that the company is redeploying marketing dollars from paid third-party referral sources and into internal marketing and advertising channels.
The move came after the nation’s largest operator observed “softness” in some of its larger third-party referral partners, Baier said.
“While we have seen success at generating third-quarter leads and move-ins at a more attractive cost, internal move-ins were not able to fully offset the continued decline from paid, third-party partners,” she said during the call.
Brookdale is not the only publicly traded senior living company making the pivot from paid third-party referrals to internal marketing and advertising...
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