The New Senior
Modern, Active &
Engaged
Preparing for Tomorrow’s
Seniors
© 2015 Morrison Community Living
Agenda
© 2015 Morrison Community Living
•
Welcome and Introductions
•
Ten Super Trends of the
New Senior
- Core Findings
- The Modern Community
- Practical Approaches
•
Q&A
1
Technology
Technology Transforming Senior Living
• Seniors increasingly tech savvy
• They expect connectivity everywhere – especially
@ home
• Communities must be tech centric
to remain competitive
Social Media Use
Source: Pew Research Centers Internet Project Library Survey, 2013
3
1
Technology
The Modern Community
• Reliable wireless networks
• Sophisticated IT systems – integrate
billing, operations and CRM
• Enhanced sales and marketing
systems
• Increased remote monitoring
systems
4
Practical Approaches
•
Online menu and
nutritional information
•
Online surveys to
measure resident
satisfaction
2
Changing Landscape
Inside Out
• Alzheimer’s Disease and other memory-related
syndromes on the rise
• Affordable Care Act leads to new possibilities for shortterm rehab services
• Long-term “final home” changing to acute care shortstay model
Communities that expect
to offer these services in
the next five years
Source: Survey of Trends in Senior Living, 2012
5
2
Changing Landscape
Practical Approaches
The Modern Community
• Opportunity to expand services
outside the walls of the community
• Memory care, hospice and home
care attractive areas of growth
• Resident-centric model needed for
inside the walls
• Café Model approach with broad
range of services expected
6
•
Wide range of culinary
options including
dignified dining for
residents with
dementia, chewing or
swallowing difficulties
•
Fortified foods and
hydration program
•
Care partner training
3
Aging Well
We’re Aging – and Aging Well
• Demand wellness programs – holistic and engaging
• Physical – wellness coaches, yoga and tai chi, healing
gardens, massage services
• Mental – Education and lifelong learning
Communities that expect
to offer these services in
the next five years
Source: Survey of Trends in Senior Living, 2013
7
3
Aging Well
Practical Approaches
The Modern Community
• Aggressively pursue wellness services
• Partner with university for in-person
and online course offerings
• All inclusive or a-la carte?
8
• Wellness programs
for on or off campus
• Celebrity chefs
• Dining events
4
Maintaining Independence
Aging in Place
• Most seniors want to live in their homes
• Prefer to blur the lines between “independent” and
“assisted” living
Adults who plan to stay in
their homes as long as
possible
Source: AARP Aging in Place Study, 2011
9
4
Maintaining Independence
Practical Approaches
The Modern Community
• Labels of “independent” and
“assisted” are old school
• Aging in place within community
• Lifetime care vs. fee of service
models both being explored
10
• Flexible menus
customized for
individual nutritional
needs
• Care partner training
on nutrition and
service
5
Toward a Service Model
Hospitality in Senior Living
• Well acquainted with hospitality
• Expects Concierge-style service
• Expresses personal values through their affiliations
Well acquainted with
hospitality
Source: Pew Internet and American Life Project
11
Toward a Service Model
5
Practical Approaches
The Modern Community
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12
Ritz Carlton style service
Customer service incentives for staff
Reinforcement of hospitality and service
mentality
On-demand services
Luxury facility options
Implement Baby Boomer values
•
Seasonal menus
•
Celebrity chefs
•
Varied dining venues
•
Hospitality training for
all associates
6
Labor Shortages
Where Will We Find the Next Generation of Caregivers?
• Shortage will become more acute as more Americans
become seniors
• Senior jobs associated with low pay and high stress
• High voluntary turnover employee rates
Training for Healthcare
Workers
Source: Job Satisfaction of Hotel-style Room service Employees, Middle Tennessee State, 2011
13
6
Labor Shortages
Practical Approaches
The Modern Community
• Enhance operational efficiency – so
employees feel supported
• Adopt a culture of service
• Improve compensation
• Identify the next generation of
leaders and board members
14
• Outsource non-core
services such as
nutritional services,
housekeeping
• Associate
engagement training
• Associate reward
systems
7
Economic Realities
How the Economy has Changed Senior Living
• Delayed Seniors moving to residential communities
• Decrease in revenue led to delayed facility improvements,
especially by not-for-profits
Senior Living
Development
Source: National Investment Center for the Senior Housing and Care Industry
15
7
Economic Realities
Practical Approaches
The Modern Community
• Operates more efficiently – may
outsource
• New revenue streams outside of the
community
– Personal care, home health and hospice
care
• New revenue via a-la-carte services
16
• Food waste
reduction program
• Fortified foods
• Eat local
• Facility
maintenance and
grounds keeping
programs
8
Multigenerational Housing
Under One Roof
• Multiple generations under one roof or one community on
the rise
• Planned mixed-use communities include senior apartments
next to age-unrestricted multifamily neighborhoods
Multigenerational Housing
Growth
Source: Pew Research Center Analysis of the U.S. Decimal Census data, 1940-2000 and 2006, 2007, 2008 American Community Surveys
17
8
Multigenerational Housing
The Modern Community
• Family-friendly facilities
• Resort-like amenities – open to the
grandchildren
• Marketing engages adult children –
recognizes their role in the decision
process
Practical Approaches
• Variety of dining venues, locations and
price points
• Dine in, take out and prepare at home
• Convenience stores
18
9
Marketing and Sales
The Boomers Are Coming
• Demand choice
– Upscale interior design
– Health and wellness programs
– Dining options and control
– Amenities
Seniors Using the
Internet
Source: 2010 Generations Online, Pew Internet and American Life Project
19
9
Marketing and Sales
The Modern Community
• Tell the story of rich benefits
– Maintenance free
– Lifestyle of choice
• Reach media savvy and media
connected audiences
• Embrace broadcast media and
geo-targeted marketing
• Utilize powerful, individualized
messages
Practical Approaches
• Marketing planning assistance
• Dining events
• Celebrity chefs
20
10 Memory Care
Need is Growing
• Alzheimer’s and dementia among seniors is growing
– It is estimated that 36 million people worldwide live with dementia
with numbers doubling every 20 years, to reach 115 million by
2050
• Advanced memory care will be essential component of
senior communities
Growth in incidence of
Alzheimer’s
21
10 Memory Care
The Modern Community
• Smaller residential buildings, easier
to navigate and feel more like homes
• Open floor plans with open
courtyards
• Higher staffing ratio
22
Practical Approaches
• Nutrition programs
for residents with
dementia
• Care partner training
programs
Thank You
Contact Jenivie Leschber for the full
report
[email protected]
512-364-4559
© 2015 Morrison Community Living