“In Their Own Words” is a series of short columns written by some of Cincinnati’s most influential startup leaders. After a tumultuous 2020, Cincy Inno wanted to give entrepreneurs an opportunity to reflect on the highs and lows of the last 12 months, and share how they're working to be smarter and better over the next 12. Each columnist was asked the very same question: How are you preparing your company for 2021?
As with every business, 2020 initially created quite a challenge for HiLois.
As an app designed to supplement connectivity between seniors and their families, we relied heavily on face-to-face conversations with both senior living communities and with families of older adults who were aging in place. Those opportunities were soon off the table with restricted visitation and the threat of spreading the coronavirus to our most vulnerable population.
Initially, there were immediate concerns of safety, developing protocols directed towards protecting our older population and PPE shortages. Families and staff were dealing with infections, outbreaks, and, tragically, loss of life. Understandably, we were a low priority in the beginning of the pandemic, leading to very little opportunity for growth.
The light was shining, though, on the impact of loneliness and isolation on seniors. With both families and the staffs of senior communities desperate for solutions, the benefit of the HiLois app was becoming quite apparent. The value of social media in driving awareness inspired us to put a strong emphasis on these various platforms as more traditional marketing methods in the aging industry have not been practical. We are now dedicating much or our effort toward strengthening our social media skills and presence in preparing for 2021.
Growing organically by leveraging the tremendous reach provided by these platforms will be a stronger focus than originally planned for HiLois. As safety practices are now in place and vaccines are becoming available, we will augment our digital marketing with more traditional methods in the upcoming year.
We realize companies and products must be open and ready to adapt to evolving circumstances and customer needs. This has never been as apparent and necessary as it is today, and we have learned some valuable lessons. I believe the entire world is better prepared to overcome future challenges by having experienced this horrific pandemic.
