Beyond the Service: Bridging the Bereavement Care Desert

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In this episode of the Deathcare Marketing Show, it features Saundra Neperud with host Mary Barnett, who discusses the concept of “bereavement care deserts” and the critical need for funeral homes to provide support long after a service concludes. Neperud explains that most families feel abandoned once the funeral ends, creating a significant opportunity for deathcare providers to bridge the gap with long-term aftercare. By offering resources like the Grief App, memory books, or support groups, funeral homes can transition from being a one-time service provider to a trusted community resource. This proactive approach serves as a powerful marketing tool by maintaining a lasting connection with the bereaved and their extended networks. Ultimately, the source emphasizes that providing meaningful support during the years of grief that follow a loss fosters brand loyalty and trust. Building these enduring relationships ensures that a funeral home remains the first choice for future needs within the community.

Episode Overview

While most funeral homes believe their work concludes when the service ends, this episode explores why aftercare is one of the most meaningful and effective marketing opportunities for a business. Saundra Neperud, founder of the Grief App, discusses the “bereavement care desert”, locations where accessible support is nonexistent, and how funeral homes can fill this void to build lasting community relationships

Key Insights

• The 1:5 Ratio: For every person who passes away, an average of five people enter a state of grief, creating a significant population in need of support that funeral homes are uniquely positioned to reach.
• The Bereavement Care Desert: Many areas, both urban and rural, lack specialized grief support because grief is often not a required topic for licensed counselors.
• The Timing of Support: Shockingly, the #1 time people seek grief therapy is five years after their loss, followed by the one-year anniversary, yet most funeral home contact drops off shortly after the service.
• Grief is Cyclical: Unlike a checklist, grief is non-linear and triggered by sensory memories like smells, songs, or specific dates

Actionable Tips for Funeral Directors

• Implement “Set it and Forget it” Support: Use automated tools to maintain a “tether” to families without adding to staff workload.
• Stop Traditional “Junk Mail” Marketing: Cease sending monthly emails or postcards that only focus on pre-planning or sales; these often have a negative connotation to a grieving family.
• Host Community Events: Organize monthly grief groups at neutral locations like libraries or senior centers, or host creative workshops like painting classes and butterfly releases to help children and adults process emotions through action.
• Install a “Windphone”: Create a dedicated space with a disconnected, old-fashioned phone where people can “talk” to their lost loved ones—a practice that is both ceremonially helpful and highly shareable on social media.
• Personalize “Hard Day” Outreach: Instead of generic holiday cards, send co-branded video messages or emails a month before difficult dates (like a dating anniversary or a specific birthday) to help families prepare for “grief waves”.
• Provide a Tangible Memory Book: Offer families a way to preserve stories and photos in a printed book; placing your logo on the back ensures your brand stays on their coffee table for years.

Key Quotes

“Grief is just love with nowhere to go.”

“The average funeral lasts a day, but grief lasts for years.”

“You are the one person that knows for sure that their person died… if you fall down and don’t provide help, they know that you were there and that you might have been able to and didn’t.

Resources & Links Mentioned

• The Grief App: Founded by Saundra Neperud, this app provides portable grief support, memory book creation, and co-branding opportunities for funeral homes.
• Help Text: A subscription service that sends supportive text messages to grieving individuals.
• The Memory Book: A feature within the Grief App that allows families to print physical keepsakes of their loved ones

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