Branding with Heart: A Relational Marketing Lens for Seniors’ Care

What if your stories could build the bridge between fear and trust?

In this episode of The Relational Approach Podcast, Krista Smith brings her lens as both a digital marketing expert and a family caregiver, showing us how real, relational storytelling can transform how we connect with families and communities.

You’ll hear:

• Why authenticity matters more than polished messaging
• How small, shared moments can shift perception and reduce stigma
• How families can become powerful collaborators in telling your care home’s story
• Why the admission process should start with “Tell me about your loved one”

This episode is a beautiful blend of heart and strategy. It's a fresh reminder that the stories we tell (and how we tell them) matter deeply.

Tune in to explore how a relational lens can change how you connect and communicate with your residents' families.

You can learn more about Krista Smith at her website, Linked In: https://www.linkedin.com/in/thekristasmith/ or Instagram

More information about this episode here

What is The Relational Approach: In Seniors' Care?

Let’s face it – Senior's Care is a complex business that provides a much-needed service to residents and families during a tough chapter in their lives. The beginning of this key relationship can be filled with anxiety, stress and worry and yet, there is a better way to bring residents, families and staff together.

Staff and leadership of Senior Care Facilities need an incredible amount of support when it comes to managing residents/seniors and their family relationships. This podcast will provide a framework and open up discussions around The Relational Approach™.

The Relational Approach™ System is a practical and easy-to-use framework for leaders and staff in Senior Care Homes to build stronger connections with families. It’s based on three guiding principles that focus on trust, respect, and working together as partners in care. The system also helps raise awareness of six common relational roadblocks that can cause tension. Once these roadblocks are identified, simple strategies can be used to close the gaps.

This process guides staff from learning and understanding to fully integrating and transforming their relationships with families. As a result, it reduces friction, frustration, and stress, allowing teams to avoid problems before they escalate. The goal is to move away from a transactional approach and create a more relational, empathetic, and human connection between staff and families.

Join host Deborah Bakti – a former executive in seniors care for 11 years, and a family member three times over, with her dad, mom, and husband all having lived as residents. She’s seen what it’s like on both sides.

In each episode, we'll explore both the family and staff perspectives, shedding light on the emotions, expectations, and sometimes the disappointments that arise from the friction in these relationships. Through heartfelt conversations, personal anecdotes, and expert insights, we aim to foster a deeper understanding of the diverse perspectives that shape senior care environments.

Tune in to gain valuable insights, and cultivate a better approach. Together, let's create a community where understanding thrives and where the journey of aging is met with compassion and empathy.