January Webinar

This session centers on the adult child—the “sandwich generation”—as the primary decision‑maker across senior care. Using client and family journey mapping, we’ll define the online decision path (awareness, research, evaluation, onboarding, ongoing support) and the high‑intent questions at each stage. Participants will learn how to translate those needs into clear, empathetic communication across digital touchpoints—search, websites, FAQs, reviews, and inquiry forms—so families can find, understand, and act with confidence.

Learning Objectives
By the end of this webinar, participants will be able to:

1. Describe the sandwich generation’s digital decision journey and articulate the information needs and emotional drivers at each stage.
2. Demonstrate client‑centered, plain‑language techniques to improve clarity, trust, and accessibility across digital touchpoints (search, websites, FAQs, forms, emails).
3. Assess digital communications and reputation signals through an ethical, client‑and‑family lens, prioritizing transparency, empathy, and informed choice over promotion.