This blog post dives into the concept of SOAR (Strengths, Opportunities, Aspirations and Results) analysis, a powerful tool for senior living communities to identify their competitive advantages. from The Drake Insights Podcast Episode 3 "Identify Your True Strengths & Differentiators," hosted by Natasha Drake of Drake Strategic.
Why SOAR Analysis Matters
In today's competitive senior living market, it's crucial to differentiate your community. Generic descriptions like "welcoming" or "excellent care" won't set you apart. By conducting a thorough SOAR analysis, senior living communities can identify their unique selling points and develop a marketing strategy that resonates with target audiences. It helps you uncover your unique strengths and translate them into a compelling message for potential residents and their families. Watch the episode to learn more.
Why Conduct a Regular SOAR Analysis?
Unlike a traditional SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, SOAR focuses on positive aspects. Here's why you should conduct a SOAR analysis regularly:
Evolving Landscape: Your strengths and opportunities can change over time. New competition may emerge, or existing strengths may need to be reframed.
Data-Driven Decisions: Regularly reviewing your SOAR analysis allows you to adapt your marketing plan based on real-time data and insights.
Clear Messaging: By understanding your true strengths and differentiators, you can craft clear and consistent messaging across all marketing channels.
#1 Strengths: Dig Deeper Than Generic Claims
The key to a successful SOAR analysis lies in unearthing your custom and unique strengths. Here are some tips:
Avoid Bland Statements: Move beyond generic claims like "welcoming" or "great care." Instead, identify specific strengths that set your community apart.
Competitive Differentiation: Your strengths should be unique to your community and not easily replicated by competitors.
Focus on Reality: Base your strengths on what your community demonstrably offers, not aspirations.
Uncovering True Strengths: Examples
The podcast provides examples of how to uncover a community's true strengths:
Long-tenured staff: Instead of simply saying "welcoming," highlight the long tenure of your staff and the sense of community it fosters.
Dining Options: Go beyond "great dining" by detailing unique features like farm-to-table partnerships or diverse culinary options.
Examples of Unique Strengths:
Long-tenured staff who create a familiar and friendly atmosphere.
Multi-generational residents with deep community connections.
Farm-to-table dining program with fresh, local ingredients.
#2 Opportunities: Cultivating Strengths
The SOAR analysis also helps identify opportunities to enhance existing strengths. For example, if you're hiring a new chef, this could be an opportunity to create a signature dining experience.
Moving Opportunities to Strengths Through Action
By taking action on identified opportunities, you can cultivate new strengths. As you achieve these goals, update your SOAR analysis to reflect your progress.
#3 Beyond Strengths and Opportunities: Aspirations and Results
The SOAR framework also considers your community's aspirations (what you want to be known for) and results (measurable outcomes needed to achieve those aspirations). While this blog post focuses on strengths and opportunities, these additional elements are crucial for a comprehensive strategic plan.
Actionable Steps for Effective SOAR Analysis
Internal Brainstorming: Involve department heads in a brainstorming session to identify unique strengths and opportunities.
Regular Review: Conduct SOAR analysis at least annually, or more frequently if there are significant operational changes.
Marketing Alignment: Ensure your marketing messaging reflects your identified strengths and differentiators.
Event Planning: Develop events that showcase your strengths and connect with potential residents.
Consistent Messaging: Maintain a consistent brand voice across all marketing channels (website, direct mail, events, etc.) to reinforce your key differentiators.
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