Author: Varsity Team

You’ve probably heard someone refer to forgetting a name, date or person’s face as having a “senior moment.” But does testing whether someone recognizes Elvis or George Bush help diagnose rare forms of dementia?

A recent study asked people to name and recognize images of famous faces of the 20th Century, including Albert Einstein, Oprah Winfrey, Pope John Paul II and Barbra Streisand, to name a few. All the famous people selected were considered “cultural icons” and easily recognizable.

The test was given to 27 healthy adults and 30 people with a rare neurological condition called primary progressive aphasia (PPA), which causes problems with communication, especially spoken language, but does not affect other brain functions. PPA is one of the rarest types of dementia, and often attacks between age 40 and 65 – hitting the Boomer population.

The study was completed by researchers from Northwestern University Feinberg School of Medicine in Chicago using their proprietary NUFFACE Test, and funded by the National Institute on Aging and National Center for Research Resources, among others. Results were published in the August 13 issue of Neurology. Although similar tests exist, researchers note that most are outdated and not appropriate to use with younger people affected by rare and specific forms of dementia.

Not surprisingly, those with PPA had significantly more difficulty naming and recognizing the famous faces. Researchers then tested whether the findings from the test were associated with changes to the brain structure using MRI. Again, those with PPA showed more atrophy in areas of the brain involved with both visual perception and language.

For a more in-depth look at the study, click here.

MARKETING INSIGHT: Despite the positive findings, this was a small study that only looked at the performance of people already diagnosed with one rare type of early dementia. It’s not clear whether this test would be accurate in diagnosing more common forms of dementia such as Alzheimer’s disease.

It seems as though more forms of early-onset memory issues have become prevalent in the Boomer demographic, pushing what had been previously viewed as “senility” up a few generations. As we saw in Project Looking Glass II and The Great Disconnect, memory support is top-of-mind for the “next generations,” and senior service providers must be ready – be that through preventative programs, wellness initiatives or even physical exams. We encourage more research, education and awareness on memory issues, and again, for nationally standardized methods of diagnosing and treating them.

Regards,

The Varsity Team

Labor Day is a yearly national tribute to the contributions American workers have made to the strength, prosperity, and well-being of our country. On this Labor Day, we’d like to thank those who are making a difference in the senior care industry, namely in the area of memory care.

We write about memory care a lot, and rightfully so. This issue is projected to become an even bigger tsunami than the actual aging of America, and will affect every aspect of the senior services industry, from CCRC occupancy to home- and community-based services. It’s expected that up to 16 million Americans will have Alzheimer’s disease by 2050, and that there will be only four caregivers available for every person 80 years old and above by 2030.

We know that cognitive and memory impairments can change how a person thinks, acts and feels – and those changes bring challenges for families and caregivers alike. For the caregivers, you’re on the forefront of something that has yet to be standardized, yet holds a lot of hope and opportunity. Despite the number of studies, observations, advancements and resources, in many cases, you’re learning as you go – whether you’re providing meaningful activities or medical care. You truly live in the moment.

Never forget: You can truly feel good about the service you provide. Rest in the fact that you’re helping families, helping to define an industry, and making people’s lives a little bit easier. For that, we salute you.

Regards,

The Varsity Team

Pharmacy chain Rite Aid recently launched the very first drugstore loyalty program for consumers age 65 and older, appropriately named wellness65+.

wellness65+ builds on the company’s successful wellness+, a free customer loyalty program. wellness65+ includes one special savings-day per month, and 24/7 access to a pharmacist. Members who purchase more also become eligible for greater discounts and additional wellness benefits, such as a gym membership.

The integrated marketing campaign features interesting clips of seniors who engaged actively in various activities such as water-fighting with grandchildren and swimming laps. A full-page ad running in AARP The Magazine shows an older woman on an amusement park ride with a child, with headline copy that reads, “Here’s to suddenly remembering where laugh lines come from. Feeling and living your best. Rite Aid is committed to helping you realize it, with exclusive, new benefits for seniors.”

Rite Aid also launched a 30-city bus tour to promote the program. At each stop, the company will partner with local senior organizations to host community wellness events, including free health screenings, seminars and pharmacist consultations.

Is it working? The company reports that wellness65+ had more than 25 million active members as of the end of the first quarter of the current fiscal year. Those program members also generated 77% of non-prescription sales and 70% of prescriptions filled in the same time period.

MARKETING INSIGHT: This program was probably a reaction to competition from other chains and large retailers like Walmart and Target, who offer discount prescription programs. But Rite Aid obviously sees the benefit of targeting Boomers and seniors – no doubt a large portion of their existing customer base.

Along with this loyalty program, perhaps the next step is to use customer information to develop mobile marketing plans for pharmaceutical products and prescription management, for example – something that would appeal to tech-savvy Boomers. Increasing the size of its senior patient base will also allow Rite Aid to provide additional services (like immunization and medication therapy management) to a demographic that will benefit the most from those services.

Regards,

The Varsity Team

When most people think of service animals, the seeing eye dog usually comes to mind, and in all fairness, service dogs were primarily trained to serve the vision impaired. But recently, animal therapy is meeting memory support, as dogs are now being trained for dementia assistance, as demonstrated by a BBC documentary highlighting a program underway in Scotland.

The idea came, interestingly enough, from a student service design project at the Glasgow School of Art. Working in tandem with Alzheimer Scotland, Dogs for the Disabled and Guide Dogs Scotland, the team developed a program to train two dogs for 18 months. The dogs were trained to perform general tasks, as well as remind their owners where their clothes are, which medications to take, and to raise an alarm in the event of an emergency.

“Dogs love routine. They love that predictability,” said Helen McCain of Dogs for the Disabled in an interview with BBC News. “By using that hook, we can then teach them to actually sort of remind people by the sound of an alarm to go and get the medication at the allotted time of the day.”

Since memory impaired patients may withdraw from people, professional caregivers note that animal therapy can help them counteract those feelings of isolation and loneliness, as well as relieve depression, agitation and disorientation. Others simply enjoy the companionship and physical contact provided by the animal, hence their popularity in the eldercare setting.

Oscar, a golden retriever, and Kaspa, a Labrador, have now been working with their new owners for the last 4 months, and results have exceeded expectations.

MARKETING INSIGHT: The senior care industry was one of the first to recognize the benefits of animal therapy, and is now warming to the idea of allowing residents to have pets – something we saw firsthand during Project Looking Glass II.

For many communities, wellness programs, hospitality and living options are ways to stand out from the competition. However, as the rate of Alzheimer’s disease and other memory-related conditions reach alarming rates – and as many communities struggle to adjust their assisted living sectors for those increasingly entering with memory issues – a pet program could be a unique element that would make the transition easier for new residents, and act as a unique community differentiator.

Regards,

The Varsity Team

We’ve seen evidence of how factors such as watching your diet, exercising, and even remaining in the workforce or managing blood sugar appropriately have positive impacts on mental health. Now a recent study has found that a lifetime of reading and writing can also have a huge effect in fighting memory loss.

A research team at Rush University Medical Center in Chicago studied approximately 300 older adults (all over age 55) for a period of six years. Participants were given a survey to determine how frequently they read, wrote or did similar activities as children, adolescents, through middle age, and at their current age. The subjects were then tested for their memory and other mental abilities every year until they died, after which their brain tissue was examined.

The rate of cognitive decline among older adults who reported frequent reading and writing later in life, for example, was 32% lower than those with average or low mental activity (compared with a rate of 48% among people who were less mentally active). Autopsies also revealed that the brains of more mentally active participants showed fewer physical signs of dementia.

“Our study suggests that exercising your brain by taking part in activities such as these across a person’s lifetime, from childhood through old age, is important for brain health in old age,” lead author Robert S. Wilson, senior neuropsychologist of the Rush Alzheimer’s Disease Center, said.

There’s been debate over whether brain activity can resist, prevent – or simply postpone – the effects of dementia or Alzheimer’s. Prashanthi Vemuri, an assistant professor of radiology at the Mayo Clinic, told HealthDay that researchers have long argued whether staying mentally stimulated helps slow cognitive problems, or if those who stop doing mental tasks do so because they are starting to show symptoms of dementia.

“This study gives evidence to the former theory,” he said. “It confirms that whatever is happening in the brain is happening, but the cognitively stimulating activities a person does independently slow down the progression of the disease.”

MARKETING INSIGHT: No one should underestimate the importance of staying mentally or physically active for as long as possible. However, experts recommend a combination of the two – not simply choosing between reading a book or taking a walk.

What this research does provide, however, is something that could be promoted as a benefit of a comprehensive wellness program – something that would appeal to the incoming generations who are increasingly being affected by memory issues, and are seeking unique programs that show tangible results.

Although many retirement communities claim to offer “wellness programs,” we’ve seen through our own research that the concept of “wellness” goes beyond the swimming pool, a craft room, a walking path or standard group activities. There’s a huge demand for an ongoing, full-culture comprehensive and adaptive wellness environment. In many cases, potential residents look directly at these programs in their decision-making process.

Regards,

The Varsity Team

According to the National Parkinson Foundation, around 1 million people currently suffer from Parkinson’s disease in the U.S., and 50,000-60,000 new cases being diagnosed each year.

For those suffering from the disease, simple tasks such as eating can become increasingly difficult as tremors increase. The LiftWare spoon, developed by Lift Labs, addresses that issue by providing a simple way for sufferers to maintain their independence in one area of their life.

Created by Anupam Pathak, a student at the University of Michigan, the spoon features anti-tremor technology, which counter-balances the user’s shaking hand and allows them to eat without spilling.

Here’s how it works: An embedded computer captures motion signals detected by sensors, identifies the user’s tremor, and then moves the spoon in the opposite direction of that tremor – a process the company calls “active cancellation.” You can read more from the developer and the research behind the technology here.

The LiftWare spoon will be available in September at an MSRP of $295, and includes “Lift Pulse,” a free iOS and Android app that records and calculates the magnitude of the tremors using the phone’s built-in accelerometers.

MARKETING INSIGHT: Although the disease can affect any age group, it’s more prevalent among Boomers and seniors, so just like memory issues, we’re bound to see a subsequent increase in the occurrence of the disease as the population ages. Most existing utensils that are used for therapeutic or restorative dining are focused on ergonomics – this unit is “smart.”

Raised awareness and high-profile persons suffering from disabilities (thank you, Michael J. Fox) have helped to stimulate the number of products and services catering to those consumers. Food and beverage brands, as well as houseware companies, senior care and therapy providers would be wise to partner with smart tech innovations and find ways to cater to the physical ailments suffered by Boomers and seniors.

Regards,

The Varsity Team

In the past year alone, we’ve seen a number of online research portals dedicated to helping find and review senior care options, and an even larger number of apps dedicated to everything from specialized caregiving to therapy plans. Now, one company is combining the best of both platforms.

Dallas-based New LifeStyles recently launched an iPhone app that displays senior living options in a given geographical area. A geo-mapping feature allows users to see nearby resources based on a current location, and tailor their searches to a specific region or even type of care – CCRC, assisted living, skilled nursing or memory care. Communities and services types are identified by a color-coded system, and users can receive directions on a map, visit a Web listing, and can even contact a community by calling or emailing directly from the app.

Doug Fusella, New LifeStyles president and COO, elaborated on the technology in a company press release: “An individual’s search for a qualified senior living community often begins with a sudden loss-of-health event that injects urgency and confusion,” he says, “often resulting in poor and costly choices. Even when there is time for a leisurely review, the attempt to make viable comparisons can seem bewildering. With these new digital channels, users can make fast and well-informed decisions from anywhere.”

User guides are available in printable and digital PDF versions, and for those who (still) have not gone mobile, a free app site is accessible from a standard computer. Users can locate links to other pages and websites, and can email pages from the digital guide to friends and family members.

Necessity was the mother of invention, according to company history. New LifeStyles was founded in 1987 by Les Blaser who, after a frustrating attempt to research care options for his mother in the Dallas area, published one of the first guides on nursing and senior care facilities. Blaser and his wife launched New LifeStyles Online in 1995 as one of the first online resources, and the portal now provides free information on senior communities, home health, hospice, and senior products and services for 39 markets in the U.S. and Canada.

MARKETING INSIGHT: As mobile phones become more common and content becomes more sophisticated, watch for more product and service providers in the senior care space to explore and adopt this technology. As we uncovered in our recent research, the upcoming generations are adopting mobile technology at a fast pace, for a number of daily functions, and note that they are definitely influenced by mobile content. They’re using them to download apps, read QR codes, or even enjoy entertainment – and much of the interest skews toward healthcare.

The impact of mobile internet will be a growing influence and enable marketers to communicate with this new generation of Boomers and seniors efficiently, since many enjoy browsing online in their free time and report being influenced by mobile content. For example, advertising on health or senior-oriented product sites would be one way to reach online seniors who may have a higher level of comfort with technology.

You can read more about the phenomenon in our latest white paper, The Great Disconnect.

Regards,

The Varsity Team

It’s not a return to 1960s idealism, but it could signal a new model for senior living. We’ve talked about “intentional communities” prior, and specifically, a concept known as Cohousing. Now, the idea seems to be catching on as an attractive option for single Boomers.

A bit of history: The cohousing idea originated in Denmark, and was brought to the U.S. by two architects in the early 1980s with the idea of “improving the world, one neighborhood at a time.”

Cohousing communities are usually developed as small neighborhoods, with similar features: single-family or detached homes along pedestrian-friendly streets or clustered around a courtyard with as few as 10, or as many as 100 residences; and a “common house” that serves as a social center. Communities can be developer- or group-driven, and have even found ways to integrate into urban settings.

Neighborly interaction is encouraged, and often takes the shape of community meals, clubs or even businesses. Members say that collectively taking care of common property helps build a sense of trust, the feeling of working toward a common goal, and group decision-making.

The concept seems tailor-made for Boomers, many of whom live alone by choice, and are beginning to plan for a future that will keep them active, engaged and out of a nursing facility or a traditional CCRC (which, as we have found through research, are not currently meeting their needs or expectations) for as long as possible.

Boomers have also been the innovators of a number of living arrangements. “To [the older generation], living alone is the only measure of success, but the Boomers’ comfort with interdependence means there are many options,” Dr. Bill Thomas, an influential geriatrician and author, told the Boston Globe. “Aging in community, rather than all alone, is going to make the Boomers’ experience of old age different than anything that ever came before.”

MARKETING INSIGHT: Watch for new alternatives for independent living that provide more options, including intentional communities built around causes, religions, lifestyles or locations.

We like the idea of cohousing as a way for an existing senior living provider to further integrate itself into the greater community, or for an entity such as a homecare agency to expand its offerings. The best aspect of this concept is that it brings back the idea of “neighbors helping neighbors.”

Regards,

The Varsity Team

It’s probably old news to senior care providers that changing attitudes and trends are slowly but surely shifting independent living to resemble assisted living, and assisted to skilled nursing, forcing services to evolve from lifestyle to healthcare.

Average move-in age for assisted living has increased from 82 to 87, driven by the economic downturn, and the desire to age in place. A number of those residents require help with multiple activities of daily living (ADLs), and – like their independent living counterparts – wish to stay at this level of care for as long as possible. More residents are also entering with memory issues, causing facilities to reexamine their building design, training and technology.

Technology, it seems, could be the savior of assisted living. Given the Transitional and coming generations’ familiarity with personal technology, employing healthcare-related innovations will seem neither foreign nor scary to them.

For residents with higher acuity, having access to Wi-Fi, a personal emergency response system (PERS) and a motion monitor safety system could be all they require. Others would benefit from medication management systems, care-planning systems and electronic medical records.

Although we’re not anticipating robotic employees anytime soon, something as simple as moving to electronic medical records could be a step in the right direction. Communities that have flipped the proverbial switch report positive effects on their assisted living services in the form of controlled costs, brand differentiation, increased staff effectiveness and, because of the added safety element and higher levels of care, fewer occupancy issues and increased length of stay.

We examined the role of technology in the CCRC setting in our recent Great Disconnect research paper. See how some communities are bridging that gap in the assisted living level in a recent edition of Senior Housing Business.

MARKETING INSIGHT: Technology could be the key for providers to redefine, rebuild and rebrand their assisted living levels. Developing and deploying technology will not only improve experience for both residents and their families, but making consistent, easy-to-access technologies a priority in living and healthcare spaces will be a necessity to attract the new generations of tech-savvy adults.

Contact us to see how technology could make a positive impact on the occupancy or bottom line for your community or organization.

Regards,

The Varsity Team

Here’s good news for Boomers and seniors who like to snack: Apparently, you’re increasingly looking for items that help you stay healthy and active – something we uncovered in our own research, and now verified by the food manufacturing industry.

Milk producer Fonterra North America studied the snacking habits of more than 600 healthy Americans between ages 50 and 75 and found that more than half believe the ability to stay active has a greater impact on their health than their weight, although 30% also said they already have weight issues.

Fonterra also found two extremely polarized schools of thought when it came to those cravings. At one end of the spectrum, a large number of “unwavering indulgers” knows they have health issues and shouldn’t pick up that Twinkie, but they do it anyway. On the other end are three snacking segments who are active and willing to make real changes in their diet to stay healthy:

• Active Seekers (16%) – They’re the active, nutrition conscious ones who are more than willing to make changes to their diet for health benefits. Think 70 year-old marathon runners.
• Health Seekers (22%) – Not quite as active, but generally follow healthy trends and are willing to make some dietary changes. Think on-again-off-again dieters.
• Open-minded Moderates (20%) – They’re the followers and are somewhat health-conscious but don’t have the discipline to keep up with a health program. They also try to eat well, but aren’t always able to. We’re surprised this percentage isn’t higher.

In general, Boomer consumers are looking for products higher in protein, and adding high-quality dairy protein to foods they’re already eating will be the easiest way to drive consumption. The meal most lacking protein and posing the greatest opportunities? Breakfast.

MARKETING INSIGHT: Manufacturers and commercial foodservices marketers, take note: Since this demographic is split on the benefit of taking pills, your industry will no doubt become the solution to some of these issues and trends as many would prefer to ensure their health through their diets. For those of you in the senior living industry, now is probably a good time to introduce healthy snacking options and education into your foodservice or wellness programs.

After years of excess in the realm of food, mature consumers have common concerns, and are taking a stand to control their diets. And as more and more people in this demographic continue their careers and postpone retirement, their reliance on unconventional, mobile-friendly meals and snacks will only increase.

Regards,

The Varsity Team