Tag: Senior Living

In this post, I’d like to bring awareness to some of the safety issues facing senior living communities. Specifically, I’d like to focus in on the number one cause of accidental death in seniors: falls.

The statistics about falls in aging services are shocking. The costs of falls in senior care are expected to reach $65 billion annually. And falls aren’t only costly, but extremely impactful on the overall health of the aging population. Retirement communities and home care providers are constantly looking for ways to evaluate mitigation strategies and drive better outcomes by reducing falls and proactively preventing them all together. The power to solve this problem lies in the data.

One of the most proactive measures you can take against falls is gathering your first-party data and analyzing it. First-party data, or data that the community or organization owns, is often overlooked, but it’s an incredibly valuable tool. In many instances, it’s mandated by the government or other organizations, so why not use it and put it to work? The way the organization has behaved regarding falls or other issues provides valuable information for future behavior and insights.

WildFig, Varsity’s data analytics partner, has worked with communities to understand their first party fall data and take action using that information. The WildFig team has tackled problems such as falls across the entire analytics continuum through a custom lens. Most notably, the team has developed:

• Custom dashboards to visualize data around falls
• Intervention reporting and tracking
• Root cause analysis around previous fall behaviors and outcomes
• Predictive models around falls to support population health management
• A consulting and data-driven framework for healthcare providers to apply to their ongoing workflows around causal impact, benchmarking and intervention strategies

Data is so important to fall prevention because it provides valuable insights into former behavior which can be utilized to inform future outcomes, potential mitigations and strategies focused on proactivity versus being reactive. Oftentimes fall prevention strategies are looking backward versus forward. Our work is aimed at giving communities tools to be ahead of the event versus behind it, whenever possible.

One senior living provider that has been in the early stages of using data for fall analysis and prevention is Meth-Wick Community in Cedar Rapids, Iowa. Meth-Wick CEO Robin Mixdorf is a trailblazer, thought leader and big thinker who realized that Meth-Wick had been collecting valuable falls data for several years, but needed it organized into an easy-to-use, simple-to-visualize system. She wanted to find a way to use that data to its best advantage so that the community could plan interventions to help reduce the impact of falls. That’s when she turned to WildFig. The collaboration between the two organizations has achieved exciting outcomes and helped Meth-Wick Community utilize data to impact areas in which changes needed to be made, such as making sure there was the right level of staffing at certain times and places, ensuring that the right floor coverings were in place, and offering balance classes to residents who were at risk for falls.

But what if your organization hasn’t been using your data, or using it to its best ability? First, know that you’re not alone. A recent survey from Black Book Market Research shows that only 3 percent of long-term care communities have the ability for data assessment.

Lack of data-specific staff, lack of in-house resources, other priorities and a variety of other factors impact the use and implementation of data in all organizations, not just communities.  But getting started with using data is well worth the effort. At WildFig, we see data as having many benefits:

• Makes the experience in a community more personalized
• Reduces friction
• Enhances the overall health and wellness of resident
• Provides opportunities for workforce development as employees gain new skills and expertise
• Improves communication with family members

If you haven’t been analyzing data up to this point, how should you get started? The best way to begin is with a question. Oftentimes, because of the broader meme of big data, decision makers think through a more complicated lens when it comes to analytics. In its purest form, analytics is about answering questions and providing insights. The questions themselves can range from simple to complex. Falls is only one example: any question a community has can be informed by data.

About WildFig

WildFig was founded to help organizations in senior living and other sectors meet increasing demands for efficiency in a complicated marketplace. Our team saw an unmet need for analytics across all industries and we love the challenge and value we can provide. We help our clients navigate the data-driven landscape through mathematical, statistical and computational tools ranging from data mining to forecast modeling.

To learn more about the work WildFig is doing to solve problems for our clients, visit us at wildfigdata.com. If you’d like to discuss how you can harness your data to overcome your organization’s biggest challenges, email us to arrange a consultation.

During Roundtable #16, community marketers shared the latest news from their campuses as they worked on new sales tactics.

Check out the highlights of our discussion below. Please join us for our next roundtable, coming up this week.

Join the next sales and marketing roundtable on July 16!

Please join our next roundtable discussion on Thursday, July 16, at noon ET.

For log-in information, contact DDunham@VarsityBranding.com.

Last week, communities swapped ideas about marketing during challenging times. Varsity partner and WildFig President John Bassounas joined our roundtable to share his thoughts on the importance of using data to drive decisions.

Check out a recap of our discussion below. Please also join us for our next roundtable coming up this week.

Recap of John Bassounas’ discussion on data and analytics:

We believe that:

• The future belongs to organizations that embrace a data-driven approach.
• A comprehensive data strategy is at the core of a winning organization.
• Analytical applications transcend disciplines and drive efficiency across the entire organization.
• First-party data, plus open-source data, has significant potential to transform strategy and drive positive outcomes.

Why be data-driven?

• Consistency
• Longevity
• Awareness
• Responsiveness
• Reason-based decisions
• Dynamic feedback

What are common obstacles to using data?

• Lack of strategy
• Poor objective mapping
• Resource limitations
• Lack of integration—data is in silos
• Poor collaboration
• Technology crisis
• Situational awareness
• Skill deficits
• Organizational culture
• No adaptive response
• Scalability issues
• Institutional bias

Analytics continuum

• Keep things simple—ask what questions need answers, and what data can help provide insight?
• It’s valuable to look at data through a descriptive lens.
• The more forward-looking the question, the more value it has for the organization.

Who is responsible for analyzing the data you collect?

• We have a web partner that does Google Analytics, and a digital marketing person on staff who pulls data. I was also a market analyst, so I do a lot of the analyzing myself, through Enquire. We’re not currently using open-source data.
• Once you collect and analyze the data, it’s important to get it to the right person, and teach them how to act on it/make it actionable.
  • Situational awareness
  • For example, we take fall data and present to a fall committee, which can make the findings actionable and integrate changes seamlessly into day-to-day behavior.
    • Fall data may inform decisions about ramps, bars for walking, needed staff, etc.
    • Frequent fallers may have decreased engagement in wellness programming, and there may be an opportunity to re-engage them.
  • Allows for proactive vs. reactive decision making
• We are in a position to predict the likelihood of a person contracting COVID-19 when they onboard to a community.

If you’re interested in seeing data and analytics examples, or tools that we use, please let us know. We would be happy to share any of the tools and walk you through the process in more detail. This is an opportunity for differentiation, growth and efficiency, and we would love to share more information. Contact John Bassounas directly, at JBassounas@VarsityBranding.com, or contact Derek Dunham at DDunham@VarsityBranding.com.

Join the next sales and marketing roundtable on July 9!

Please join our next roundtable discussion on Thursday, July 9, at noon ET.

For log-in information, contact DDunham@VarsityBranding.com.

As more cities opened up, communities met virtually for roundtable #13 to discuss this week’s triumphs and tribulations.

Check out the recap of our discussion below. Please also join us for our next sales & marketing roundtable, coming up this week.

Join the next roundtable on June 25!

You are welcome to join our next roundtable discussion on Thursday, June 25, at 12 p.m. ET.

You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

June is Alzheimer’s & Brain Awareness Month. To draw attention to memory issues, Jennifer Honeyford, senior director of resident life and performance improvement at The Philadelphia Protestant Home (PPH), is sharing the community’s innovative programs and her personal experience with caring for people with dementia.

Walking in Their Shoes

It’s so important to really understand what life is like for people with dementia. One of the projects we started at the end of 2018 was to increase our staff knowledge of this condition. We surveyed everyone and asked them what they wanted to know, and then, we looked for educational programs that would teach those topics. We found that almost everyone has a personal connection with the disease, as well as a professional one. The staff were really open to the education.

One of the initiatives that came out of the survey was a virtual dementia tour, which we are now licensed through Second Wind Dreams to operate on campus. We are able to offer this sensitivity training program through a grant that was funded through the Ron S! Charitable Fund and the Anna T. Jeanes Foundation.

The tour is basically eight minutes in the world of someone living with moderate-stage dementia. Our staff are assigned a time to come into a room we have set up. They are outfitted with glasses that distort vision. They wear a headset with sound running through it that gives them auditory hallucinations. They wear thick, heavy gloves, which limit their ability to grasp and touch. Finally, they have eight minutes in the room to complete five tasks — which are virtually impossible to complete in that time.

Feedback Has Been Phenomenal

We’ve had about 65 staff members including upper management go through the training, as well as some family members. They describe it as “powerful” and “humbling.” After going through the experience, staff members have said they will never be impatient again. They say things like, “I felt so isolated, so alone. I had no idea how hard it is to have dementia. I will be patient, I will be kind.”

What’s beautiful is that they are experiencing the disease firsthand. The learning is theirs — they are interpreting it for themselves.

If we who have healthy brains can act as if we have dementia, then why can’t someone who has dementia better navigate this condition if we alter their environment? By understanding how confusing and overwhelming life with dementia is, we can look for those things that might be triggering and upsetting and help them to better navigate their daily landscape.

Why I Entered the Memory Care Field

My whole life, I’ve had an overactive imagination. Health care was just a good fit for me — especially dementia care, because you have to be able to enter people’s worlds and see things from their perspective. I started in health care, directing recreation therapy, then I moved into a senior director role. I provide administrative oversight to our recreation therapy and life enrichment departments, including Chapters, the memory care program at PPH. I’ve been here for 22 years, and I feel like I’ve grown up here.

What Residents with Dementia Have Taught Me

I think that what residents with dementia have taught me is to enjoy the simple things in life — to be kind,  genuine and patient.

You have to be able to imagine where they are because you want to be able to understand them and be empathetic to their needs. That’s what excites me most — being able to come up with a solution to a problem. We look at the person’s leisure interests and former occupation to give us cues so we can offer them purpose and enable them to do things for themselves.

One way we help employees from all areas of PPH gain understanding of residents with memory issues is through a certified dementia practitioner (CDP) program, led by four certified on-site trainers, including myself. Fifty staff members from all disciplines have taken the training, which has proven invaluable to them. Read more about the PPH dementia training program here. To learn more about  CDP credentials, please visit nccdp.org.

No matter what we remember or what we forget, we still have that human need for purpose — we need to be seen, valued and heard. I want to treat people with dementia with the dignity and respect that they have earned. They deserve that.

Today, Stacy Hollinger Main, a partner and interior designer at RLPS Architects, is sharing her philosophy and advice on senior living design. RLPS is an award-winning firm located in Lancaster, Pennsylvania, that specializes in architecture and interior design for a variety of industries, including senior living, assisted living and dementia/memory care. Stacy has 28 years of design experience and has spent 21 of those years designing senior living communities at RLPS.

What is your philosophy on senior living design?

First of all, it’s important to understand that it’s not “senior living” design — it’s about good design, period. We take the approach of looking at design from a holistic point of view with a nod to hospitality design, but scaled appropriately for people who are living there.

To appeal to Baby Boomers, designs must be contemporary and reflect the distinctive experiences and lifestyle offered to those moving into a particular community. It’s tailored to people who have the desire to live in housing that’s beautiful and well maintained with a lot of amenities — but designed appropriately for the people who are using it.

Take carpet, for instance. It may look rich, but there are a lot of factors that we take into consideration behind the scenes. The carpet has to be able to handle rolling traffic, such as wheelchairs, scooters and walkers. And it’s not just about the items that assist the residents to keep them ambulatory; it’s also about the staff — whatever they’re pushing and navigating, such as med carts. It’s often a matter of weighing the options with our clients for each particular application. Carpet is typically more homelike and helps with acoustics, but it’s easier to propel rolling traffic over hard surfaces.

What advice would you give senior living communities?

Communities need to stay current and fresh because the competition is high, and trends change constantly. Just as you want to update your own wardrobe, you want to make sure that your floors and walls are all up-to-date.

Our goal is to create timeless communities that speak to the brand and reinforce it across all levels of care. However, it’s easy for communities to get out of date. You don’t want people to be fearful to go to a higher level of care, such as assisted living or memory care, because the spaces look outdated and not as nice as independent living.

That’s why it’s important to include interior design in your master planning. Your community needs to put a refresh of its design into the capital budget. You need to evaluate every aspect of your decor at least every 8–10 years, although you can change things like paint and accessories more often for a refreshed look.

 What are your favorite projects?

In the end, once we’ve had that ribbon-cutting ceremony, and we hear people walking through the rooms, experiencing the design for the first time and talking about it, feeling happy — those are our favorite projects. It’s really about the way the design has improved their lives. And it’s not just about the people who are living there; it’s about staff, too. If we’ve been able to help a staff member do his or her job better and promote health or wellness because of the materials we’ve used, it’s impacting people’s lives for the better.

We do projects across the U.S. They’re all challenging and all unique. We don’t do cookie-cutter projects. We are creating a unique atmosphere for the community while striving to create trust, open communication and a positive end result for our client. Those are the best projects — when a client is asking us to come back to do the next one.

What do you like most about your job?

When you look at a room, when you look at space, it’s more than six sides of a box; it’s the potential for creativity. When we start to fill the box with the interior elements, we look at the floor, walls and ceiling. We think about acoustics and window treatments and lighting and accessories. In the end, it’s all about the people who are using the space. What I like most about my job is seeing people who are enjoying the space as they work and live here.

The goal for design is all about creating an environment to inspire people and transform lives. Our goal at RLPS is to do that in all aspects of our design, not just in senior living.

Last Thursday, communities came together to talk about the need to market their communities differently in the current environment.

You’ll find a recap of the discussion below. Please also feel free to join our next sales & marketing roundtable, coming up this week.

Join the next sales & marketing roundtable on June 11!

You are welcome to join our next roundtable discussion on Thursday, June 11, at 12 p.m. ET. Our Senior Social Media Strategist, Cara Stefchak, will share social media trends and best practices against the backdrop of Covid-19.

You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

In roundtable #8, communities brainstormed and asked for suggestions about marketing during COVID-19. Cory Lorenz, Varsity media director, joined our discussion to share insights on media consumption during this period of social distancing.

Check out the takeaways below. You are also welcome to attend our next sales & marketing roundtable, coming up this week.

Cory Lorenz shares insights on media consumption:

 Overall points:

• Everyone is isolated — not just seniors.
• Media consumption is up 60 percent since the quarantine.
• Netflix has over 2MM new members.
• Google keywords around senior living are up to record levels.
  • Advertisers like AARP are spending more than ever before on digital ($17.6MM since 3/13/20).
• Coming out of COVID-19, consumers are increasingly adopting free, ad-supported streaming services compared to paid streaming services.

Differentiating services:

• MVPD (multi-channel video programming distributor)
  • Video content delivered to consumers from a cable provider through a set-top box
  • Major players: Comcast, DISH, Time Warner Cable, Fios

• OTT (over the top):
  • Content provided via a high-speed internet connection rather than a cable or satellite provider
  • Major players: Netflix, Hulu, Sling, Prime Video, Apple TV

• CTV (connected TV):
  • Any TV that can be connected to the internet and can stream OTT content through its apps
  • Major players: Apple TV, Fire TV, Roku, Chromecast

• VOD (video on demand)
  • Stream of an already-aired show that viewers can watch on their own schedule, with commercial breaks
  • Major players: ABC On Demand, Bravo Now, Food Network On Demand, CBS On Demand

Discussion:

How communities are putting broadcast to work:

“We bought cable through Comcast, and we targeted typical stations for seniors (news, weather, HGTV, etc.). We’ve seen some good interest, and it supports the lift we’ve seen in online metrics (along with mailers and other online media). The spot was previously produced, and we thought it would be nice to show lifestyle and happiness vs. the COVID message.”

Join the next sales & marketing roundtable on May 21!

We thank everyone for participating, and we invite you to join the next session on Thursday, May 21, at noon ET.

This week, Robinson Smith, creative director at Varsity, will join our general discussion for part of the session to share his perspective on branding in a time of changing messaging.

You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

Today’s blog is a guest post by Michael Whitlow, MBA, senior regional manager, sales & marketing services division at Greystone Communities, on giving virtual tours. Previous to his time at Greystone, Michael worked in a broad range of related industries, including pharmaceutical, senior living and home health.

I’d like to share some tips on giving virtual tours that started with a webinar I gave.

A little background: When the situation with COVID-19 started, our company very quickly began to do Zoom calls, and everyone said, “We need to ask your sales teams to do virtual tours because of the restrictions at communities.” But what’s worse than doing a virtual tour? Doing a bad one. That’s where the idea for the webinar began.

The reason it’s critical to pay attention to the virtual medium is that, based on statistics I’ve heard, about half of senior living communities are not doing any virtual events or touring. This opens this area up for those who are doing them to get ahead of the game.

Statistics also show that 80% of communities that are doing virtual events are not doing them well. There’s a big opportunity to stand out from the competition by doing excellent virtual tours.

These tips and talking points might seem silly, but following them really makes for a better experience. You have to pay attention to the small things. Here are some tips for a successful virtual tour:

• Get buy-in to the tour beforehand
  • Be a resource: If the person expresses nervousness about using technology, it gives you the opportunity to say, “Let me teach you how to do this. I’ll be glad to walk you through it so you can use it with your family and friends.” That way, you’re being of value and are a trusted resource.
  • Show empathy: You can say, “Hey, I’d love for you to see me and me to see you and show you our community.” Be friendly and empathetic.

• Use FaceTime for ease of use and connection with your prospect (assuming both have Apple devices) If not, click here for a list of suggestions:

• Invest in a stand and Steadicam attachment
  • Test out the best ways to use the camera.
  • Film from above.
  • Don’t stand in front of a light source.
  • Don’t put the camera too close to your face.
  • Look at the camera, not your picture.

• Have a plan
  • Create an outline — it’s easy to get lost when standing in front of the lights.
  • Plan and trial run the tour route.
  • Keep handy a FAQ sheet and information on features and benefits.
  • You never want to walk away from the camera to get your notes; have them close by.
  • Role-play a live tour first

• It’s time to shine!
  • “Sit, tour, sit” still applies, but location may vary.
  • When not touring, secure your camera. (Use a tri-pod, prop it up with books, etc. You don’t want a lot of movement so the person watching loses focus.)
  • While touring, stick with one view.
  • Keep the camera facing away from you.
  • Slow down: Pause for 3–5 seconds before moving to a new view.
  • Be smooth.

• Postproduction
  • Blend “new school” with “old school.”
    • Handwritten letters as a follow-up are really welcomed right now.
  • Don’t forget the process: “sales cycle.”
    • You aren’t just doing a fun little tour; you are moving people through the same sales process you normally would. This is a selling tool, not “I’m going to show you something fun and then let you go.”
  • If it’s not in the CRM, it didn’t happen!
    • Virtual tours need to be part of our new normal. Like any part of the sales cycle, the tour should go right into the CRM, with a full write-up.

• Tips during the discussion
  • Avoid showing residents. Prospects want to see public spaces and apartments.
  • How long? Ask the people up front if they have 15–20 minutes for the tour.
  • Prepare a video you can share separately.
  • If you’re working from home, it’s still good to have a video discussion. You could have somebody in the community take footage and share it with you.

• Results
  • In a short period of time, people are getting strong results. Two of the communities I work with took a deposit after a virtual tour last week.

• What’s next?
  • Whoever starts to deal with the current environment really well right now is going to have an advantage. Virtual tours are a great selling tool that you can continue to use even after coronavirus. Here are some things your community can do to stay ahead:
    • Make sure you have a Steadicam ready to go.
    • Train all employees to do virtual tours.
    • Bring a family member who lives far away into the decision process by including them in a virtual tour with the prospect.
    • Find new applications for virtual technology:
      • Use it to communicate with your vendors.
      • Give virtual tours of your community over lunch hours to busy social workers, nurses and physicians.

Remember: The more tools you have for selling, the better. Again, since only half of communities are using virtual events, and only 20% of those are doing them well, this is your opportunity to get out in front of your competition. Take advantage of it.

About Greystone

Greystone has been a recognized leader in senior living consulting for over 35 years. The organization works with more than 500 owners and sponsors in more than 46 states and manages 50+ communities. Learn more about Greystone.

Today, Stacy Hollinger Main, a partner and interior designer at RLPS Architects, is sharing a guest post on the latest trends in senior living design. RLPS is an award-winning firm located in Lancaster, Pennsylvania, that specializes in architecture and interior design for a variety of industries, including senior living, assisted living and dementia/memory care. Stacy has 28 years of design experience and has spent 21 of those years designing senior living communities at RLPS.

Here are some of the design trends I’m seeing in the senior living space right now:

Healthy design materials

During this time of the coronavirus crisis, it’s more important than ever to use products that safely combat the spread of bacteria in materials for flooring, door hardware, seating, etc. When we select products for our clients’ communities, we not only make sure that they can be easily maintained and cleaned, but that they include materials that aren’t harmful to people or the environment. One example is copper, a naturally self-sanitizing material that can be used in bed rails, door and cabinet hardware and other high-touch surfaces as a healthy alternative to harmful chemicals.

Flexible dining spaces

When we do renovations, we’re focused on flexibility. One trend is creating a bar that can be used as a breakfast spot in the morning, a smoothie bar midday (where residents can come after exercising) and a bar that can be used for happy hour or pre-dining gatherings in the evening.

In terms of seating, booths or banquettes are appealing because people feel they have their own zone. We can create intimate spaces with the appeal of a restaurant for a variety of seating and tables, rather than a sea of furniture that is all the same.

Region-specific design

Communities don’t want to look or feel like Anywhere, USA. They want to reinforce their brand and create spaces that feel relevant and resonate with seniors in their market area. We look at every aspect of our work to make sure that it reflects the vernacular design of the area. For instance, the artwork has to be authentic to the region. For a community we are working with in Florida, that means if we specify artwork featuring birds, they are indigenous to the west coast of Florida — not birds you might find in North Carolina. The designs we do for communities in Lancaster, Pennsylvania, aren’t going to look like the ones we’re doing in New Hampshire or Florida.

Holistic amenities

Another huge trend is pushing the limits on amenities. Instead of just a salon where you can get your hair done, clients want to see spaces that convey a multidimensional, holistic approach to wellness in every aspect of the environment.

Multiuse spaces

Spaces need to be very flexible — it’s important to get three or four uses out of them. For example, we created a theater room for a local community. The community doesn’t just use it for movie night; it uses it as a space to interact with other communities (playing competitive Wii bowling against each other), and it sets up equally well as a space for lectures and presentations.

Technology

With the rise of smart homes and intelligent design, the use of technology in senior living is already a major trend. I see technology being incorporated more and more into all levels of care. From an interior design perspective, that means making sure we’ve addressed how people can easily and comfortably connect to technology within their living spaces. Technology also provides opportunities for interactive artwork or screen savers for aesthetic appeal when a screen is not in use.

Look for another blog about Stacy Hollinger Main’s design work coming soon.

To learn more about the way RLPS interior designers work with you to create appealing spaces with lasting value, visit their website.