What the Eldercare Industry Taught Me in Just 4 Weeks

Hi, I’m Mayssam, Elderado.ca’s new marketing intern! If you’ve noticed a new face on our social media lately... that’s me behind the screen! Over the next few months, I’ll be sharing blog posts that reflect what I’m learning as I navigate the world of eldercare marketing, the insights, the surprises, and everything in between. Consider it a front-row seat to my internship in progress.

When I first joined Elderado.ca as a marketing intern, I thought I had a pretty good grasp on what social media could do: amplify messages, build brands, drive traffic. But in just a few weeks, I’ve learned that marketing in the eldercare space isn’t just about awareness. It’s about trust, timing, and deep human connection.

And while I wasn’t expecting to be emotionally moved by a website that compares retirement homes, the past few weeks have certainly proven me wrong.

Learning the Language of Eldercare

In my first week, I felt like I had opened the door to a world I hadn’t realized was so complex, or so vital.

Words I’d never used before were suddenly everywhere: Assisted living. Memory care. Independent retirement communities. Respite stays.

At first, it felt like industry jargon. But over time, I began to understand that every one of these terms represents a different need, a different phase of life and a different set of emotions, for both seniors and their families.

Behind every search on Elderado.ca is someone making a decision that’s often overwhelming, deeply personal, and incredibly important. That changes the way you write a caption. It changes the way you think about "content."

My First Visit to a Retirement Home

In my second week on the job, I experienced one of the most eye-opening moments so far: visiting a retirement home for the first time. I didn’t realize how much I’d internalized outdated stereotypes: sterile hallways, impersonal routines, institutional environments.

Instead, I found warmth. Art on the walls. People laughing. Real conversations. I met residents and staff who were genuinely engaged, proud to show me their community, and eager to share what they loved most about where they live and work.

Being there made something click: We’re not marketing places. We’re helping people envision a new chapter of life, one that can be full of connection, dignity, and care. It gave me perspective and reminded me that marketing isn’t just about platforms. It’s about understanding people.

Attending My First Networking Event

If visiting a retirement home opened my eyes, then my first industry networking event opened my ears.

I listened to company CEOs talk about the pressures they face, heard community engagement representatives describe the challenges of finding placement for seniors, and spoke to community leaders who genuinely want to do better for families.

The biggest thing I noticed? Everyone in this space is here because they care. No one ends up in eldercare by accident, or at least not completely. It's a field driven by values and being around that level of purpose and compassion is energizing.

It also made me think more carefully about how we represent the industry on social media. How we show empathy. How we balance facts with feelings. How we respect the gravity of what families are going through, even in a 30-second video.

What This Experience Has Taught Me

So far, this internship has taught me that good marketing doesn’t just sell a product, it reflects what matters to people.

Here are a few lessons I’m carrying forward:

Clarity matters. A single word like "residence" or "facility" carries weight. Every choice we make in our messaging can either empower or alienate someone.

Emotional storytelling is essential. Real people, real voices, and real testimonials create the strongest connection between Elderado and the people we serve.

Purpose is powerful. Marketing for eldercare is about more than metrics. It’s about dignity, timing, and support at a deeply human level. We may not receive heartfelt reviews every day, the kind that call Elderado a “Godsend” or “an answer to prayer," but when we do, they remind us what we’re working toward. And this summer, I hope to create content that reflects that kind of impact.

Looking Ahead

As I continue this journey, I want to help tell stories that reflect the full picture of retirement living: the fears, the decisions, the beauty, and the hope. Because there’s something powerful about helping people find not just a place, but a home.

And if I’ve learned anything so far, it’s that every search on Elderado.ca starts with a question bigger than “What’s available?” It starts with “Where will my loved one be safe, happy, and cared for?”

I’m grateful to be part of that answer.

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Written by Mayssam Fadili, Marketing Intern, Elderado.ca