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senior living marketing

Top 4 “Must Haves” Memory Care Benefits

By the time that families start researching memory care communities, they have usually done everything humanly possible to keep their loved one safely at home.  They have worked their way through adult day care, homecare, household safety retrofits, support groups and huge doses of family participation in meal preparation, personal care, transportation, medication management and socialization.  At some point, their heroic efforts leave them exhausted, stressed out, frustrated, and open to other solutions.  That is when our phones ring.

Our job is to listen, empathize and understand that each person and their story because each situation is unique.  It is important to acknowledge the family involvement and honor their successes.  It is a very emotional decision to entrust a precious loved one who lacks the ability to advocate for themselves to unrelated caregivers.

Here are some benefits that every memory care program must have to reassure families as they work through this difficult decision.

1. An Environment That Supports The Success of The Residents

It is very difficult to adapt a typical residential home environment for seniors with Alzheimer’s as it progresses since the disease creates unique impairments requiring a specialized environment.  Residents thrive when they can navigate their environment independently and successfully.  Visual impairments can be a barrier so ensuring that lighting, floor covering, color contrast and appropriate tableware & utensils are integrated into the environment is key.

It is best to avoid:

  • Carpets with flowers or patterns (residents may perceive these as something to pick up)
  • Wallpaper and murals (residents may perceive these as something to pick at)
  • Carpets with borders (residents may perceive these as holes or gaps)

It is best to include:

  • Adaptive lighting to simulate natural outdoor lighting patterns to reduce sundowning.
  • Even lighting so there are no dark patches in the hallways.
  • Contrasting paint color behind toilets, & contrasting toilet seats to visually distinguish the toilet and sink to encourage independence & success.
  • Contrasting table cloths and dishware to encourage independence & success during meals.

2. A Memory Care Culture of Choice and Accessibility

As much as possible, present opportunities for the residents to make choices to foster independence and respect – even non-verbal residents can point.  We had one resident who wanted only to wear her favorite yellow dress and became agitated and unhappy if it was in the laundry.  So we had her family go shopping for a selection of yellow dresses and take home everything else.  Every morning she was able to choose from a selection of yellow dresses and that solved the problem.  Choices should be allowed about when to get up in the morning, what to wear, what to eat and drink and how to spend their day.  Resident Choice Dining involves preparing two plates and offering options for residents to select.  It takes a small amount of time and effort to set up, but once it is implemented, food costs and labor is budget neutral.  Likewise, always keep back up supplies to make a sandwich, toast or a snack and have these available for the overnight shift in case a resident wakes up hungry at night.

3. Personalized Programming Based on Each Resident’s Background & Life Story

One of the greatest fears expressed by families is that the staff will not know or understand the needs of their loved one.  They are convinced that no one will be able to care for their loved one like the family does.  We had a resident who opened the first pre-school in town and every morning she would wander the halls looking for the children.  The program director went to a yard sale and picked up an old school desk & chair and reading primers.  She also encouraged the staff to bring in their children’s artwork and homework so there was always something waiting on her desk that was placed right outside her apartment door.  Mornings were much better for this resident and the staff. So, it is important to have tools and systems in place to capture the essence of every resident including:

  • Meeting with the family to capture a personal life history to learn the familiar people, places, hobbies, routines, schedule, interests, career, family members, and social and spiritual preferences.  Use this to create a personalized care plan & schedule.
  • Keeping a binder of the life stories for the staff to review, and coach them on how to incorporate this in personalizing the approach for care and interaction.
  • Have a pre-move-in team meeting to plan a successful transition.

4. Dedicated and Trained Memory Care Staff

Families work hard to provide care with little formal training, previous experience or respite.  It is easier for them to entrust their loved one to a community with dedicated, trained staff rather than a rotating schedule of changing relationships.  Being able to demonstrate that staff is selected to work with memory-impaired residents and that there is comprehensive and ongoing training provided will increase confidence.  Technology is great, but nothing comes close to the impact of a caring, committed staff with the skills and competency to manage residents throughout the disease process.

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 Does your community have difficulty performing any of these “must have” benefits? Let’s Chat!

Waiting For Your Pitch – Swinging in Your Sales Strike Zone

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onight I am watching the World Series and watching the psychological battle between pitchers and hitters.  The pitcher’s goal is to avoid throwing anything over the plate while convincing the batter that every pitch will eventually rise, sink, curve or break into the strike zone. The batters instinctively want to rip every pitch and the balls coming at them look like cantaloupes with seams right up until the last moment of commitment. Getting on base ultimately depends on having the patience to wait for the right pitch in the strike zone and then making contact. It takes a keen eye to discern balls posing as strikes and actual hittable pitches.

This analogy is equally relevant in describing the sales process in senior living. The key in being a top closer is the ability to separate Prospect from Suspects early in the sales process before you spend a lot of energy swinging at an opportunity outside of the strike zone. Every community has a unique strike zone comprised of key demographics, strengths and unique differentiators. The strike zone may be comprised of geographical, educational, ethnic, religious, clinical, cultural, recreational or desirable amenities that attract your unique buyer persona. Your strike zone is also defined by basic sales realities such as the match of the buyers wants/ needs and your solutions, the access to key decision makers, financial qualification, the ability to manage the acuity and availability of the desired apartment type and location. Top Closers focus their energy on the prospects who fall within their strike zone.

There is a difference between the lead who is an unrelated friend of someone who is considering moving into the area from out of state with high care needs and limited financial information and the lead who lives up the street who attends the church/ synagogue/ mosque across the street, with a daughter and grandchildren in the neighborhood who was referred by a very happy family, is going to be released from rehab in less than two weeks and does not want to go home alone. All leads deserve empathy, information, and a helpful interaction to offer support and resources. Those in the strike zone need a focused, personalized plan with consistent follow up and a roadmap leading them to your doorstep.  The reality is that not every lead is equal and Closers spend their time with those with the highest conversion opportunities. This is about prioritizing – not permission to avoid lead follow up! Leads that may not start off in your strike zone, can become strike zone leads with nurturing and creative follow up.

Ok sales team, it’s the Bottom of the 9th (the last week of the month!) and you need to score another move-in so take a look at your Hot Leads and prioritize those within your strike zone. Look for those with strong referral sources (professional, friend & family, grass-roots community, & referral agency leads) and those with an imposed urgency (imminent discharge date, break in support system such as private duty/ home care/ family care) and those who would respond to a short-term incentive.  Keep your eye on the ball and when you are ready, swing for the fences – there is still time to get one more on the scoreboard this month!