Sunrise Senior Living has won the 2016 MarketingSherpa Readers’ Choice award for its business-to-consumer marketing campaign.

Voting took place Oct. 2 to Nov. 10. Sunrise Senior Living and other award winners will be honored at MarketingSherpa Summit 2016 on Feb. 22 to 24 at the Bellagio Hotel and Casino in Las Vegas.

Sunrise Senior Living’s campaign centered on an online questionnaire that allowed the company to capture the specific information that seniors were seeking related to immediate care options. This capability resulted in a 5.8% conversion rate by questionnaire-completers, an overall 12% lift in online leads within a year, and a 4% lift in total site conversion rate since the site launched in September 2014.

“A key component in successful digital marketing campaigns is ensuring that customers’ needs come first,” said Daniel Burstein, director of editorial content at MECLABS, the parent research organization of MarketingSherpa. “The Sunrise Senior Living campaign is a prime example of customer-centric marketing, and this really resonated with our readers.”

Visitors to the Sunrise Senior Living website are often looking for information about immediate senior care options or are researching senior care providers to meet their anticipated care needs. Through user experience testing, Sunrise Senior Living’s marketing team learned that the website was confusing and that important information that users needed was not easily accessible.

To address consumer demand for understanding their care options, the marketing team developed a care questionnaire to help prospective residents determine the type of care they need, the type of care environment they most prefer and where to find a Sunrise community near them. The site also served as a connection point to a Sunrise resource counselor.

Since the site launch in September 2014, the questionnaire has been completed by more than 19,400 users. In addition, 70 people directly used the questionnaire and moved into a Sunrise Senior Living community.