TRENDS IN SENIOR LIVINGAND THEIR IMPACT ON MARKETING     May 18, 2011
Today’s PresenterKen CurnesVice President,Director of Planning andDevelopmentkcurnes@glynndevins.com
A Few DisclaimersSkewed toward independent living/CCRCsWe are marketers not operatorsThis is our perspective – nothing sci...
What Is Not Changing   Why individuals choose a    senior living community   Communities are local,    very local   Ave...
What Is Not Changing   Still mostly not-for-profit –    about 80% of senior living   The best communities    and organiz...
What’s Driving TrendsGrowing knowledge of aging processA desire for a younger senior residentModern consumerismBoomers – b...
Trends
Wellness              Fully embraced concept              Growing number of formal               programs              ...
Wellness              Integration of life-long learning               and partnership with schools              Designin...
Poll Question
Marketing Implications   Can be used as differentiator if well defined/successful   Power is in the results of wellness ...
Hospitality   Driven by desire for choice   Spoken of more than    practiced   Becoming formalized as    culture in som...
Marketing Implications   Hospitality is an internal concept – choice is the consumer    benefit   Competing with newer c...
Aging in Place                    The default for consumers                    Government support of this               ...
Marketing Implications   Consumer mindset is nothing new   Available options are changing the discussion   Home based s...
Integration of Technology                                     Annual Consumer Electronics Show   Smart everything   Fuel...
Marketing Implications   “Smart” technology is the buzz not the reality   Is your community embracing consumer technolog...
Poll Question
Trends in Design   Open Design   Multiple dining venues   Enhanced fitness   Informal gathering spaces   Larger resid...
Design for Aging Review - AIA                   Connecting with nature                   Connecting with neighborhood   ...
Poll Question
Marketing Implications   New sells – update, renovate, freshen   What is the long-term community plan   Many older COMM...
Person-Centered Care   Fully embraced   Driving “neighborhood or    cottage” design   Level of implementation    varies...
Marketing Implications   Person-centered has already become generic as a term   Strive to personalize and define for you...
Customization   Evolution from “here’s what    we have” to “what do you    want?”   Occurring in all areas       Reside...
Marketing Implications   This requires commitment from the entire community staff   Leadership sets the tone   What may...
Worth Noting   Higher age at move-in   Recent influence of adult children   Social media   Regulatory environment   N...
Questions
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Senior Living Trends 2011

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Senior Living Trends 2011

  1. 1. TRENDS IN SENIOR LIVINGAND THEIR IMPACT ON MARKETING May 18, 2011
  2. 2. Today’s PresenterKen CurnesVice President,Director of Planning andDevelopmentkcurnes@glynndevins.com
  3. 3. A Few DisclaimersSkewed toward independent living/CCRCsWe are marketers not operatorsThis is our perspective – nothing scientific
  4. 4. 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
  5. 5. 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
  6. 6. What’s Driving TrendsGrowing knowledge of aging processA desire for a younger senior residentModern consumerismBoomers – but not the way you think
  7. 7. Trends
  8. 8. 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
  9. 9. Wellness  Integration of life-long learning and partnership with schools  Designing spaces to support  Fitness center  Aerobics room  Classrooms
  10. 10. Poll Question
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Integration of Technology Annual Consumer Electronics Show Smart everything Fueled by desire to age in place Adoption has been limited – senior resistance to “monitoring.” Big names  Hewlett Packard  Intel  GE
  17. 17. 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
  18. 18. Poll Question
  19. 19. Trends in Design Open Design Multiple dining venues Enhanced fitness Informal gathering spaces Larger residences Greater integration of continuum Green?
  20. 20. 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
  21. 21. Poll Question
  22. 22. 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
  23. 23. Person-Centered Care Fully embraced Driving “neighborhood or cottage” design Level of implementation varies Evolving to person-directed care
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Worth Noting Higher age at move-in Recent influence of adult children Social media Regulatory environment Need for specialized dementia care
  28. 28. Questions
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