Tag: AI in senior living

QUOTES

“I eat, breathe, and sleep senior living. And so having a chance to have a conversation about where the industry is at, where we’re going, what’s working and what’s not is one of my favorite things to do.” (Steve)

“We’ve had the best occupancy that we have ever had in my lifetime.” (Steve)

“It’s all about the operator and how they run their business because it can be super successful or really, really tough.” (Steve)

“The word I would put to it is the word tentative — that we’ve kind of got something that works pretty well, the returns are pretty good, and there’s a lot of hesitancy to change anything because it’s sort of working.” (Steve)

“We don’t have a staffing crisis, we’ve got a culture crisis. As long as there are people who are willing to work at McDonald’s and Taco Bell and Starbucks, we don’t have a staffing crisis.” (Steve)

“When we create a great work environment, a place where people feel valued, where they love coming to work every day, where they’re feeling like they’re making a huge difference, they’ll tell their friends about it.” (Steve)

“I think to not post pricing is a huge, huge mistake.” (Steve)

“We need big, bold stories that should be told.” (Steve)

“We should be our worst critics. We should be saying, what is it that we’re doing wrong? How do we get this right? How do we do it better?” (Steve)

NOTES

Steve Moran is the founder and publisher of Senior Living Foresight, one of the most widely read media platforms in the senior housing industry. A longtime commentator and thought leader, Moran is known for his candid perspectives on occupancy, workforce culture, innovation, leadership and the future of aging services. At 71, he also brings the perspective of someone personally navigating aging and senior care decisions for his own family.

Senior Living Foresight is a media and thought leadership platform focused on the senior living industry. Through articles, interviews, podcasts and commentary, the organization explores challenges and opportunities facing operators, caregivers and residents. Recently acquired by Procare HR, the platform continues expanding its editorial reach while maintaining Moran’s independent voice and focus on improving the industry.

Moran discussed how the senior living industry is experiencing record occupancy levels, yet many operators still seem apprehensive, almost expecting another crisis around the corner after the lingering effects of COVID. He emphasized that success in senior living often comes down to operational leadership and culture, pointing out that some communities are thriving while others continue to struggle.

He expressed concern about increasing ownership by large investment groups focused primarily on short-term returns, arguing that this can limit innovation and resident-centered experiences. Moran believes many communities still operate as a “last resort” rather than a desirable lifestyle choice.

Drawing from his own experiences, Moran shared that today’s boomers may not be as different as many assume. While older adults want autonomy and meaningful experiences, they still share many of the same emotional and practical needs previous generations faced as they aged.

Moran argued that senior living communities often fail to give residents enough control over their own lives, using examples like residents battling management over choosing television programming in common areas. He believes future communities must empower residents rather than dictate daily experiences.

On staffing, Moran challenged the common narrative of a workforce shortage, saying the industry actually faces a culture problem more than a staffing crisis. He explained that organizations with strong leadership, meaningful work environments and supportive cultures consistently attract applicants and retain employees.

He stressed the importance of storytelling in both recruitment and marketing. According to Moran, operators need to tell compelling stories about how senior living changes lives for residents, families and staff members rather than relying solely on amenities and clinical messaging.

Moran also highlighted the emotional complexity families face when choosing senior living communities, drawing from his own experiences helping his stepfather transition through multiple communities. He believes operators need greater transparency around pricing, care expectations and the realities families may encounter after move-in.

Looking ahead, Moran sees technology, AI and robotics playing increasingly important roles in senior living, though he believes the industry still struggles with fragmented systems and implementation challenges. He also predicts that future successful operators will prioritize employees, listen more carefully to residents and families and create experiences that inspire genuine brand evangelism rather than simple customer satisfaction.

Loneliness in senior living isn’t just a human challenge, it’s an operational one. As resident needs grow and staffing resources tighten, communities are being forced to rethink how care is delivered, supported and sustained. Technology is starting to play a more meaningful role, not as a replacement for human connection, but as a way to strengthen it.

That was the focus of a recent conversation on Varsity’s weekly Roundtable, where we welcomed Josh Sach, co-founder and CEO of Meela. Josh shared how his AI-powered platform functions less like a tool and more like an added team member, supporting residents through conversation while also handling repetitive tasks that free up staff time. Below are a few Fresh Perspectives from his discussion.

AI DOESN’T REPLACE CARE, IT REFOCUSES IT

The goal isn’t fewer staff, it’s better use of staff. When repetitive tasks are automated, teams can spend more time where it matters most: with residents.

SIMPLICITY DRIVES ADOPTION

Older adults don’t resist technology, they resist friction. When tools are intuitive, accessible, and actually helpful, adoption happens faster than expected.

THE CARE GAP ISN’T COMING, IT’S HERE

With 10,000 seniors aging in daily and caregiver ratios shrinking, the system won’t hold without support. Technology isn’t optional, it is the pressure valve that must be released.

CONNECTION CAN BE SUPPORTED, NOT REPLACED

Consistent conversation and engagement can measurably reduce loneliness and anxiety, but the goal is always to complement human relationships, not substitute them.

DATA IS THE NEW WORD OF MOUTH

Aggregated resident feedback turns everyday conversations into real-time insights and authentic marketing proof points without compromising privacy.

THE FIRST 30 DAYS DEFINE EVERYTHING

Transition into senior living is where isolation and attrition peak. Early signals, surfaced through conversation and survey questions Meela, create opportunities to intervene before residents disengage.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Artificial intelligence is quickly becoming part of the conversation across the aging services landscape, and CCaH organizations are beginning to explore what it might mean for marketing, operations and strategic decision-making. While many teams are still in the early stages of adoption, the pace of innovation is accelerating, making it increasingly important for leaders to understand where AI is headed and how it might support their work.

That was the focus of a recent presentation by Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group, during Varsity’s most recent Age-in-Place Roundtable. Below are a few Fresh Perspectives from his discussion.

THE AI LANDSCAPE IS MOVING FAST – Major technology companies like OpenAI, Anthropic and Google are releasing new AI models at a rapid pace. Many of the most advanced tools available today didn’t exist just a few months ago, which means the capabilities of AI are improving almost continuously.

NOT ALL AI TOOLS ARE THE SAME – Platforms like ChatGPT, Claude and Google’s Gemini each have different strengths. Some models are better for research, others for writing or media generation. Teams may benefit from experimenting with multiple tools rather than relying on a single platform.

AI CAN HANDLE MORE COMPLEX TASKS – While many people still think of AI as a chatbot that writes emails or blog posts, today’s models can analyze large documents, summarize complex information and support more advanced workflows.

CONTEXT, MEMORY AND AGENTS ARE CHANGING THE GAME – New AI capabilities include larger context windows (which allow tools to process far more information), built-in memory that remembers preferences and templates, and “agentic workflows” where AI can complete tasks more independently.

EXPERIMENT, BUT VERIFY – AI is a powerful tool, but it’s not perfect. Hallucinations can still occur, particularly with niche topics, so human review and fact-checking remain essential.

PRIVACY AND DATA PROTECTION MATTER – Free AI tools may use prompts and inputs to train their models, while paid subscriptions often offer stronger privacy controls. Organizations should consider how data is handled when selecting tools.

The senior living industry is at an inflection point, shaped by rising demand, shifting expectations and rapid change across care, workforce and media. Recently on Varsity’s podcast, Roundtable Talk, Derek welcomed Kimberly Bonvissuto, content editor at McKnight’s Senior Living.  

During the discussion, Kimberly unpacks the arrival of the “silver wave,” the growing gap between senior living supply and demand and assisted living’s evolution into a more healthcare-driven model. The following are some fresh perspectives from the conversation. Check out the full episode here. 

MCKNIGHT SENIOR LIVING IS ONE OF THE INDUSTRY’S MOST RESPECTED PUBLICATIONS. WHEN YOU LOOK AT SENIOR LIVING TODAY, WHAT STORYLINES FEEL MOST IMPORTANT FOR OUR INDUSTRY?

I’d say the silver wave is finally here. The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now. According to NIC MAP, development rates are meeting only 25% of the pace necessary to sustain demand. Assisted living is also becoming more of a healthcare setting, and the increasing use of technology and AI is another hot topic.

WHAT’S A TREND THAT YOU THINK THE INDUSTRY IS OVERREACTING TO, AND ONE THAT’S NOT GETTING ENOUGH ATTENTION?

Going back to AI, it’s a hot topic right now, but providers need to be careful that the tech they adopt will solve the issues they’re facing. They shouldn’t be tempted by the shiny object. Not paying enough attention? Solo agers and the middle market. If providers don’t address the middle market, they’re leaving a big opportunity and money on the table.

WHAT ARE SOME OF THE MORE DRAMATIC CHANGES YOU’VE SEEN IN MEDIA ACROSS YOUR CAREER?

Social media has had a major impact on journalism, good and bad. What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system. The rise of AI is also impacting journalism. But the bigger problem is the dramatic drop in trust and negative attention to mainstream media, which I find shocking and concerning.

HOW MUCH OF YOUR COVERAGE COMES FROM PITCHES VERSUS YOUR OWN IDEAS?

I would actually say it’s pretty equal. A good part of my morning every day is spent reading through email pitches and combing through websites for today’s news and going to associations. So it’s kind of a toss up.

WHAT MAKES A PITCH STAND OUT?

We have to write three stories a day, five days a week. I don’t have time to read through a long, drawn out pitch before I get to what you’re actually pitching. Get to the point right away. I prefer a quick email with a couple sentences and bullet points. And sometimes I get pitched one thing, but I take the story in a completely different direction.

WHAT DO YOU WISH PR TEAMS INCLUDED UPFRONT?

If you’re going to send me something under embargo, have someone available to talk about it immediately. Don’t tell me you’ll get back to me in a week or two. I’m either going to run with what you sent me or I’m going to move on. If you’re not ready, don’t send it.

HOW CAN PROVIDERS BUILD REAL RELATIONSHIPS WITH REPORTERS?

Be responsive. Virtually everyone is going to have an incident that draws negative attention. It’s okay to say you can’t comment, especially on pending litigation. Even better, talk about initiating an internal investigation. Create a statement you can share widely. If I know I can trust you to give me background, I can determine whether it’s truly worth pursuing.

Want to hear more from Kimberly? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

QUOTES

“We take seriously our role of keeping providers informed and helping them make a difference in their work.” (Kimberly)

“The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now.” (Kimberly)

“Providers need to be careful that the tech they adopt will solve the issues they’re facing. Don’t be tempted by the latest shiny object and be sure to do due diligence.” (Kimberly)

“What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system.” (Kimberly)

“A healthy dose of skepticism is critical these days.” (Kimberly)

“Our writers have to write three stories a day, five days a week. I don’t have time to read a long, drawn-out pitch before I get to what you’re actually pitching. Get to the point right away.” (Kimberly)

“If you’re going to send me something under embargo, have someone available to talk about it immediately. If you’re not ready, don’t send it.” (Kimberly)

“It’s okay to say that you can’t comment, especially on pending litigation. Even better, you can talk about initiating an internal investigation regarding an event.” (Kimberly)

“Assisted living is moving to more of a healthcare model, whether the sector wants to admit it or not.” (Kimberly)

“I told my husband I was going to quit my job of 20 years and go to work for this publication. He just about lost his mind. I knew this is what I wanted to do, and I went for it. It’s worked out great.” (Kimberly)

NOTES

Kimberly is a content editor at McKnight’s Senior Living, where she covers the business, workforce, policy and innovation shaping senior housing. With a background in journalism and public relations, she brings deep industry context and a sharp editorial lens to aging services.

McKnight’s Senior Living is one of the industry’s most trusted B2B publications, delivering news, insight and analysis for senior housing leaders nationwide. The publication recently earned a Neal Award, considered the Pulitzer Prize of business-to-business journalism.

Kimberly previously spent more than 20 years in public relations and daily journalism before joining McKnight’s in 2019, just as the pandemic reshaped senior living. Her experience on both sides of the media relationship informs her practical guidance for providers and PR teams.

The “silver wave” has arrived, with demand for senior living far outpacing new development and supply.

Assisted living is steadily shifting toward a healthcare model, including value-based care and deeper clinical integration.

Staffing challenges are evolving from pay and bonuses to culture, recognition and meaningful engagement.

AI and technology can help, but providers must avoid chasing shiny tools that don’t solve real problems.

Solo agers and the middle market represent growing populations the industry still underestimates.

Trust in media is declining, making skepticism, accuracy and transparency more critical than ever.

Successful media pitches are concise, timely and supported by immediate access to knowledgeable sources.

High-performing operators rely on data, active industry engagement and leadership that listens and communicates openly.

The fastest-growing digital audience isn’t Gen Z, it’s older adults who helped build the internet and now expect technology to work for them. As more consumers age online, the gap between how brands market and how older adults actually engage continues to widen, and the brands that close it will win attention, trust, and loyalty.

That was the focus of Varsity’s weekly Roundtable, where we welcomed Ginna Baik, Director of AgeTech at AOL, for a timely conversation on marketing to the OG’s of the internet. 

Drawing on nearly 16 years in age tech and her recent consumer-focused work, Ginna challenged common misconceptions about older adults and shared what truly resonates, from age-inclusive brand cues to integrated technology that removes friction and supports independence and connection. Below are a few Fresh Perspectives from her discussion.

DON’T AGE THE BRAND BY TRYING TO LOOK “SENIOR” 

Older adults don’t see themselves as old, and brands that lean into dated visuals, language, or stereotypes immediately lose relevance. Marketing that overemphasizes amenities, gray hair, or dependency unintentionally signals decline instead of vitality.

THE FASTEST-GROWING DIGITAL AUDIENCE IS ALREADY ONLINE — AND THEY EXPECT MORE 

The OGs of the internet were early tech adopters and now expect digital experiences to be intuitive, useful, and human. Treating technology as an add-on rather than a core lifestyle enabler creates friction and erodes trust.

ACTIVE AGERS CARE MORE ABOUT LIFESTYLE THAN AMENITIES 

Patios, fountains, and floor plans don’t sell the future. Longevity, wellness, independence, and connection do. Amenities matter, but only when they’re framed as tools that support how people want to live.

TECHNOLOGY SHOULD BE INTEGRATED, NOT CHECKED OFF 

A “technology page” isn’t a strategy. Smart homes, voice tools, and automation only create value when they’re woven into everyday life, workflows, and storytelling — not treated as a feature list.

AI IS VALUABLE WHEN IT REMOVES FRICTION, NOT WHEN IT ADDS FLASH 

The real promise of AI isn’t novelty, it’s optimization. When applied correctly, AI reduces manual work, supports staff, and improves outcomes — freeing people to focus on care, connection, and experience.

THE FUTURE OF SENIOR LIVING EXTENDS BEYOND THE COMMUNITY WALLS 

With the vast majority of older adults aging at home, growth depends on hybrid models, partnerships, and services that reach into the home. The opportunity isn’t just move-ins, it’s relevance.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Growth in senior living isn’t being held back by a lack of technology, it’s being strained by how that technology is used. As automation accelerates, many organizations are discovering that more outreach doesn’t automatically lead to more trust, more engagement or more move-ins. The real challenge is learning how to balance speed and scale with empathy, intention and human connection.

That tension was at the center of Varsity’s weekly Roundtable, which featured Lucas Hayes, founder and former President and CEO of Enquire. Drawing from his experience building one of the most widely adopted CRM and engagement platforms in senior living, Lucas shared why today’s growth strategies must shift from volume-driven tactics to trust-centered conversations. Below are a few Fresh Perspectives from his discussion.

THE REAL GROWTH PARADOX IS TOO MUCH AUTOMATION, NOT TOO LITTLE

AI has accelerated outreach, but more messages, more emails and more calls don’t translate to more move-ins. Excessive automation creates digital noise that overwhelms prospects at the exact moment they need clarity, calm and human reassurance.

AN INQUIRY IS A TRUST EVENT, NOT A LEAD EVENT

Most prospects reach out during moments of fear, guilt, health decline or caregiver burnout. That first interaction isn’t about speed or scripting, it’s about earning trust when emotions are high and decisions feel heavy.

INTENTIONAL CONVERSATIONS OUTPERFORM HIGH CALL VOLUME EVERY TIME

“Spray and pray” outreach has proven ineffective in senior living. Fewer, better conversations rooted in listening, personalization and curiosity create stronger momentum than aggressive call frequency or scripted pitching.

THE PHONE IS COMING BACK, BUT NOT THE WAY IT USED TO

Voice engagement is regaining importance because it signals real commitment and care. The future isn’t AI-powered robo-calls, it’s human conversations supported by automation that handles transcription, follow-ups and CRM documentation behind the scenes.

FACE-TO-FACE STILL CLOSES, BUT EMOTION DOES THE SELLING

Digital research and phone calls set the stage, but in-person tours remain the highest-converting step. Tours should be treated as emotional experiences that provide peace of mind, not feature-driven walkthroughs of amenities.

THE MOST IMPORTANT SALES METRICS ARE HARDER TO MEASURE, BUT MATTER MORE

Speed and volume still have value, but quality, clarity and anxiety reduction are what truly move prospects forward. Rethinking incentives around these person-centered outcomes is essential in a more human-centered sales era.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.