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TRENDS IN SENIOR LIVING
AND THEIR IMPACT ON MARKETING
May 18, 2011
Skewed toward independent living/CCRCs
We are marketers not operators
This is our perspective – nothing scientific
A Few Disclaimers
What Is Not Changing
Why individuals choose a
senior living community
Communities are local,
very local
Average age at move-in
is 80+
Most don’t choose this
option – only about 10%
in CCRCs
What Is Not Changing
Still mostly not-for-profit –
about 80% of senior living
The best communities
and organizations have
a passion for service
Resident satisfaction is
key to success
Growing knowledge of aging process
A desire for a younger senior resident
Modern consumerism
Boomers – but not the way you think
What’s Driving Trends
Trends
Wellness
Fully embraced concept
Growing number of formal
programs
Still only a few Wellness
Directors
Communities ahead of
residents in acceptance
Best executed when it is
championed by leadership
Wellness
Integration of life-long learning
and partnership with schools
Designing spaces to support
Fitness center
Aerobics room
Classrooms
Poll Question
Marketing Implications
Can be used as differentiator if well defined/successful
Power is in the results of wellness not the program itself
Integrate wellness into marketing
But, wellness programs are not being sought by prospects
Hospitality
Driven by desire for choice
Spoken of more than
practiced
Becoming formalized as
culture in some places
Concierge position
Carry-out/room service
Resident directed space
Greatest impact is in new
community design
Marketing Implications
Hospitality is an internal concept – choice is the consumer
benefit
Competing with newer communities often makes this an issue
When you can’t update – innovate
Culture is more important than space – short term
Aging in Place
The default for consumers
Government support of this
trend
Many companies focused on
making this happen
Technology as a major
facilitator
Present within CCRCs
Marketing Implications
Consumer mindset is nothing new
Available options are changing the discussion
Home based services lack COMMUNITY benefits
Competition from within - CCRC based home health
Delay in move through continuum can add degree of frailty to
independent living
Integration of Technology
Smart everything
Fueled by desire to age
in place
Adoption has been
limited – senior resistance to
“monitoring.”
Big names
Hewlett Packard
Intel
GE
Annual Consumer Electronics Show
Marketing Implications
“Smart” technology is the buzz not the reality
Is your community embracing consumer technology
WiFi
Point of sale
Intranet
Flat Screen TVs
Speaks to the influencer and the senior prospect
It’s not for everyone
Poll Question
Trends in Design
Open Design
Multiple dining venues
Enhanced fitness
Informal gathering spaces
Larger residences
Greater integration of
continuum
Green?
Design for Aging Review - AIA
Connecting with nature
Connecting with neighborhood
Intergenerational
Family/visitor support spaces
Staff support spaces
Collaboration during design
Slight skew to contemporary
design
Poll Question
Marketing Implications
New sells – update, renovate, freshen
What is the long-term community plan
Many older COMMUNITIES are full and vibrant
Don’t get hung up on space – focus on lifestyle
Person-Centered Care
Fully embraced
Driving “neighborhood or
cottage” design
Level of implementation
varies
Evolving to person-directed
care
Marketing Implications
Person-centered has already become generic as a term
Strive to personalize and define for your community’s practices
Focus on benefits not process
Speak to residents and families differently
Customization
Evolution from “here’s what
we have” to “what do you
want?”
Occurring in all areas
Residences
Dining
Services/programs
Contracts
Not just new construction
Marketing Implications
This requires commitment from the entire community staff
Leadership sets the tone
What may be small to you may be huge for a prospect
Not customizing can put marketing in an awkward position
Worth Noting
Higher age at move-in
Recent influence of adult children
Social media
Regulatory environment
Need for specialized dementia care
Questions
