How SafelyYou Turns Mission, Innovation and Measurable Results Into a Powerful Healthcare Marketing Story

FEATURING: Scott Sawicki, Senior Director of Growth Marketing, SafelyYou

HOSTED BY: Alison Costello, President, Decibel Media

ABOUT THE CONVERSATION

For SafelyYou, AI isn’t just about technology. It’s about using innovation to improve senior care, and building a marketing strategy around meaningful, measurable impact.

In this episode of the Decibel Impact Series, Angelia Lambrix-Caballero, Creative Marketing Director at Patriot Ambulance, joins Decibel Media President Alison Costello to discuss how the organization connects community visibility, recruiting and integrated media to strengthen recognition and attract EMTs, paramedics and other medical professionals.

The conversation covers Patriot's community-first recruiting model, the channels outperforming expectations, how the team looks at performance across multiple signals, and where it is becoming more intentional about marketing investment.

READ THE CONVERSATION

Prefer to read? See the video transcript below.

00:55   AI With a Purpose

Alison Costello: What does SafelyYou do, who does it serve, and what does success in your role look like?

Scott Sawicki: We’re an AI technology company supporting senior living. Our mission is centered around seniors and caregivers. We’re using AI in a way that can make a meaningful impact for a population that really needs it.

08:40   Turning Technology Into a Differentiator

Scott Sawicki: I want to help our customers leverage SafelyYou as a point of differentiation. We’ve built a program to help customers use the technology to drive move-ins and keep residents safer in the community longer.

12:14    Building a Brand Around Living Fully

Scott Sawicki: With the Halo campaign, we wanted to celebrate older adults and help them find joy in every decade.

We showed seniors in their 60s, 70s, 80s and 90s, not in the typical doom-and-gloom environment. We wanted to highlight that they’re living safely, but they’re also living freely and fully.

The campaign won the Senior Housing News Aspect Award for multimedia campaign.

15:07    The Power of Customer Stories

Scott Sawicki: Video testimonials are social media gold. When you can get a family member talking about the peace of mind they feel knowing their loved one is cared for, other families can see themselves in that story.

The same is true for care staff. Hearing directly from the people using the technology creates a level of credibility that’s hard to replicate.

16:32   From Clinical Outcomes to ROI

Scott Sawicki: When we were doing marketing before, it was really about the clinical results. Now we’re finally able to tell an ROI story, that the technology can pay for itself while making a meaningful impact.

For marketing, that gives us another way to communicate the value of SafelyYou to senior living operators and executive decision-makers.

17:04   Creating Content With Real Data

Scott Sawicki: In 2022, we released our Cost of Falls study. Now we’ve expanded that thinking with the Cost of Senior Care.

We’ve combined extensive surveying with industry data to create benchmarks that can help inform conversations across the industry.

The data also gives marketing something meaningful to build around.

19:03   Testing New Ways to Reach the Audience

Scott Sawicki: We’re testing a lot of things. It’s really test and learn.

We even created a video mailer and sent the campaign directly to people’s mailboxes. It was a surprise-and-delight moment, you’re opening the mail and suddenly you’re watching a video.

Our audience is trying to keep up with innovation too, so we want to continue trying new things.

20:45   Building Visibility Through Industry Media

Scott Sawicki: We have strong relationships with industry media partners. We work with them across webinars, print articles, advertising, thought leadership and feature stories.

They’re also willing to partner with us to try new things, which gives us another way to reach the senior living audience.

22:43   Reaching a Highly Specialized Market

Scott Sawicki: Senior living isn’t a huge industry, so targeting can be difficult. Search can be challenging because you have to ask what these executives are actually searching for.

We want to be efficient with our spend. Retargeting has worked really well for us.

24:17    Putting a Price on the Problem

Scott Sawicki: Three years ago, our research put the cost of a fall at almost $5,300. Now, in assisted living, a fall is almost $11,000.

Understanding those benchmarks and the factors driving that cost gives us a much clearer way to talk about the problem SafelyYou is helping operators address.

25:30   The SafelyYou Marketing Playbook

Alison Costello: If a peer at another healthcare technology company asked you for one playbook you’d recommend, what would it be?

Scott Sawicki: Start with what you’re doing and who you’re doing it for. Keep your mission, vision and purpose in mind.

For us, we’re making the world a better place for seniors. AI is everywhere now, but this is truly AI for good that’s making a meaningful impact for a population that really needs it.

If you can find that sweet spot and leverage it to the best of your ability, that’s what I would recommend.