The digital strategy in nursing homes: modernising to better support

The digital strategy in French nursing homes: a lever for differentiation and transformation

In France, and particularly in the Basque Country, the digital strategy of nursing homes does not only focus on attracting new residents. Unlike other sectors where digital technology is mainly aimed at developing the customer base, nursing homes have different objectives, closely linked to their social mission and their positioning in a specific market. This singularity calls for an in-depth reflection on the use of digital technology to meet the expectations of families, professionals and residents, while adapting to contemporary challenges.

First, a well-thought-out digital strategy makes it possible to improve the added value of a nursing home compared to a senior residence. The fundamental differences between these two types of structures are not always obvious to the general public. Digital technology then becomes a tool for clarification and enhancement. Materials such as explanatory videos or virtual visits can highlight the medical care, personalized support and adapted activities that characterize nursing homes. This transparency helps families to better understand the specificities of these establishments and to make an informed choice.

In addition, digital technology plays a key role in allowing nursing homes to stand out from each other. Whether they are public, private or associative, these establishments have assets and values that deserve to be clearly communicated. A public nursing home, for example, will be able to insist on its financial accessibility and its role as a public service. A private structure will value comfort and innovation more, while an associative establishment will highlight its community commitment and human values. Targeted and authentic digital communication, combined with a strong visual identity, helps each establishment to find its place and attract families who share their priorities.

The digital strategy is also a solution to the major challenge of recruitment in this sector. Attracting qualified professionals, in a context where the health and elderly care professions are under pressure, requires transparent and engaging communication. Nursing homes can highlight the testimonies of their teams, training opportunities or professional development prospects. By building an image of a human and rewarding workplace, they strengthen their attractiveness to motivated talent.

In a sector where trust is essential, digital technology is also a powerful tool for reassuring families and establishing a lasting relationship. Choosing a nursing home for a loved one is often a complex and emotional decision. Providing accessible digital spaces, where families can follow residents' activities, ask questions or get specific information, strengthens this bond of trust. Proactive communication, especially in the event of a crisis, also helps to secure this relationship by showing that the institution is transparent and responsive.

But beyond these fundamental aspects, the digital strategy can go even further by integrating technological innovations to the well-being of residents. The use of tablets to maintain family ties, connected objects to monitor health in real time or virtual reality solutions to stimulate memories and improve mental well-being is a lever for modernizing the support of the elderly. These innovations, when integrated into clear communication, reinforce the image of a modern and attentive nursing home.

A strategic reflection on digital technology can also include an ecological dimension. By focusing on the dematerialization of administrative documents, energy optimization via connected tools or eco-responsible awareness campaigns, nursing homes can meet the growing expectations in terms of environmental responsibility. This approach reinforces their attractiveness to families sensitive to these issues, while reducing their ecological impact.

The integration of families and residents in the development of the digital strategy can also be a differentiating factor. By involving them through online surveys, participatory workshops or regular consultations, schools can better understand the real needs and adjust their tools accordingly. This participatory approach promotes better adoption of digital solutions and consolidates the human link that remains at the heart of the missions of nursing homes.

Finally, nursing homes can position themselves as social actors within their local community, especially in regions such as the Basque Country. A digital strategy can enhance initiatives such as partnerships with associations, intergenerational projects or events open to the public. Documenting these actions on social networks or a blog helps to strengthen the image of a nursing home anchored in its territory and committed to local life.

In the nursing home sector, the digital strategy is not limited to commercial promotion. It is deployed as a global lever for humanization, differentiation and modernization, meeting the needs of residents, families and teams. By relying on innovative tools and human-centred approaches, establishments can meet the challenges of a rapidly changing sector while promoting their essential mission: to offer a dignified, warm and adapted living environment to those who need it most.