Wellness Programs: Senior Livings Emerging Retention Tool

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

Questions

Contact me:858-576-6554

graham.melstrand@acefitness.org

Booth # 1033