wellness programs: senior livings emerging retention tool
TRANSCRIPT
Senior Living’s Emerging Marketing and Retention Tool
Presented By:Graham MelstrandVice-President, Business Development
American Councilon Exercise®
Dynamic
Evolving
Competitive
Breaking Free From Stereotypes
The Senior Living Industry Today
Acquisition Occupancy Retention
Goals For Operators-Old
Acquisition of New Residents– Early
Occupancy Retention Resident Function Manage Cost of Care Decrease Risk of Staff Injury
Goals For Operators-New
Excelling at Core Competencies no longer enough
Changing Consumer Values and Expectations
Aspirational Goals in Wellness
Challenges for Operators
How We Changed As An Industry
Health Housing Happiness (Dining)
Our Product- Old
Safety Cleanliness Healthcare
What We Marketed
Adult children of prospective residents
Who We Marketed To
Lifestyle Hospitality Health
THE RESIDENT EXPERIENCE
Today’s Senior Living Product
Future Residents– Self-Selectors– Long-Term Brand Building
Adult Children of Potential Residents
Who Are We Marketing To Today?
Excelling at core competencies no longer enough
Changing consumer values and expectations
Aspirational goals in “wellness”
Challenges for Operators
EXPECTATIONS
Non-Negotiable: Healthcare Housing Cleanliness Safety
So What Changed?
Changing Values and Experiences of the Decision Makers
Available Consumer Choices Age In Place-AT HOME Multi-Generational Living-WITH KIDS Senior Living Communities
Defining Our Competition
Adult Baby Boomer for Greatest Generation
Decision Maker-Past
Sandwich Generation Raising/Supporting Adult Children Caring for Aging Parents
Decision Maker-Present/Future
Past Academics Housing Dining Geography
Present Academics Recreation/Lifestyle Housing Dining Geography
Choosing A College: A Case Study in Choice
What business are we really in? What are our consumers and
influencers looking for? Are we adequately prepared to
deliver a product that meets and exceed their expectations
Questions to Answer
ICAA Wellness Model
Qualities of Physical Activity Programs Aspirational and Inspirational Multi-dimensional Tangible Health
Active Lifestyle Programs-The Frontline of Wellness Programming
Health and Function Fitness Recreational Pursuits Engagement-Leadership
Key Goals
Physical Social Intellectual Vocational
Dimensions of Wellness Impacted
Function Independence Prevention Manage HEALTH
– Not Decline
Physical: Maintain Health and Quality of Life
Active Continued participation in activities
and hobbies Opportunity to explore new
activities Engage with
peers/families/community Develop new skills
Social/ Intellectual: Lifestyle
Leverage experience/skills/knowledge
Lead peer and other groups Legacy
Vocational
Program needs identification Staffing and leadership Staff preparation and education Marketing and implementation Outcomes
So How Do We Prepare?
Assess and Survey– Residents and Family– Physical Plant– Staff– Geography
Determining Which Programs to Offer
Core: ADL Balance/Fall Prevention Chronic disease management Post-Physical Therapy
Core vs. Ancillary Programs
Recreation Sports Other
Required for Success! Authenticity Delivery Correlation to Actual Activity
Ancillary Programs
Establish Interest Groups Identify Staff AND Resident
leadership INVITE: Family and Community
participation
Building Engagement-Participation
Best Practice
PT/OT Nursing Fitness Professionals Laypersons
– Recreation Director– Residents
Staff Delivery of Wellness Programs
Foundational Skills Population Specific Training and
Education Competence and Confidence Leadership
Strengths and Opportunities
Planning Professional Development Perseverance
Risks! The Three P’s
Needs assessment Inventory Timelines
– Training– Marketing– Recruiting– Launch
Getting Started
