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

What if the admissions process was more than a checklist—and became a moment to build trust?

In this episode of The Relational Approach Podcast, Krista Smith shares how authentic storytelling, emotional connection, and relational communication can transform how families experience seniors’ care—from that very first conversation.

Drawing on her dual lens as a seasoned digital marketing expert and a family caregiver, Krista brings a rare and deeply personal perspective on how care teams can better connect with families—not through polished marketing, but through genuine, human stories. She speaks to the power of presence in the admissions process, the importance of seeing the person behind the diagnosis, and how to create spaces where people feel seen, not sold to.

You’ll hear:
Why relational storytelling matters more than polished messaging
How small, real moments build trust from day one
The power of starting with “Tell me about your loved one”


About Krista Smith:
Krista Smith is a digital marketing strategist with over 15 years of experience helping organizations build meaningful connections through storytelling. As a family caregiver with both parents in seniors’ care, Krista blends professional insight with lived experience—offering a compassionate and strategic perspective on what truly resonates with families.

You can learn more about Krista Smith at her website https://activateherawesome.com

You can find out more about me and the work I do at DeborahBakti.com.