1. TRENDS IN SENIOR LIVING
AND THEIR IMPACT ON MARKETING
May 18, 2011

2. Today’s Presenter
Ken Curnes
Vice President,
Director of Planning and
Development
kcurnes@glynndevins.com

3. A Few Disclaimers
Skewed toward independent living/CCRCs
We are marketers not operators
This is our perspective – nothing scientific

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. 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. What’s Driving Trends
Growing knowledge of aging process
A desire for a younger senior resident
Modern consumerism
Boomers – but not the way you think

7. Trends

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. Wellness
 Integration of life-long learning
and partnership with schools
 Designing spaces to support
 Fitness center
 Aerobics room
 Classrooms

10. Poll Question

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. 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. 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. 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. 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. 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. 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. Poll Question

19. Trends in Design
 Open Design
 Multiple dining venues
 Enhanced fitness
 Informal gathering spaces
 Larger residences
 Greater integration of
continuum
 Green?

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. Poll Question

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. Person-Centered Care
 Fully embraced
 Driving “neighborhood or
cottage” design
 Level of implementation
varies
 Evolving to person-directed
care

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. 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. 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. Worth Noting
 Higher age at move-in
 Recent influence of adult children
 Social media
 Regulatory environment
 Need for specialized dementia care

28. Questions