Core Insights - The article highlights the effective use of new media platforms, such as short videos, by nursing homes to enhance service quality, shape their brand identity, promote scientific aging concepts, and improve their image, leading to increased occupancy rates [1][2]. Industry Overview - By the end of 2024, the population aged 60 and above in China is projected to reach 310 million, accounting for 22% of the total population, indicating a growing trend towards institutional care due to aging and smaller family structures [1]. - Currently, there are over 400,000 nursing institutions in China, with most having an occupancy rate of only around 50% [1]. Case Studies of Nursing Homes - Three nursing homes (A in Tianjin, B in Henan, and C in Xinjiang) were analyzed for their new media marketing strategies, focusing on how these strategies align with service improvements to enhance user satisfaction and occupancy rates [2][3]. - Nursing home A utilizes humorous short videos to reshape its image and engage younger audiences, while nursing home B focuses on live broadcasts to showcase its services, achieving over 80 million views on specific content [3]. - Nursing home C, which initially struggled with a 40% occupancy rate, transformed its marketing approach and achieved a 99% occupancy rate by leveraging new media effectively [4]. Marketing Strategies - The nursing homes emphasize "IP" (intellectual property) branding, with directors as central figures to build trust and enhance service perception [8]. - Emotional resonance is a key factor in their marketing, with content that highlights daily interactions and care for residents, particularly those with Alzheimer's, generating significant engagement [9]. - Digital technology is employed to analyze user preferences and optimize marketing strategies, enhancing the overall user experience [10]. User Interaction and Conversion - The marketing process is structured in five stages: awareness, interest, connection, action, and experience, with each stage designed to foster user engagement and facilitate service purchases [11][12]. - Nursing homes have reported significant increases in user interaction and conversion rates through effective content strategies and real-time communication [12]. Recommendations for Improvement - Quality service should be the foundation of new media marketing, ensuring that promotional efforts reflect the actual service quality [13]. - Adoption of advanced technologies, such as AI, can enhance marketing effectiveness and streamline user interactions [13]. - A multi-dimensional data monitoring system is recommended to track engagement metrics and adjust strategies accordingly [13].

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