The Exposed Opportunities of Senior Living amid COVID

Exposure Drives Change

For any individual, business, organization or industry to improve upon itself there must be an exposure of sorts. Exposure is a frightening word that automatically invokes a bit of anxiety or maybe even an “oh crap” moment, worried that someone is going to see flaws. But it is that same exposure, anxiety, and concern that is the catalyst for change, and with the right reaction, humility and grit, success follows.

Perfection is rare. I would also say perfection in the space of senior living is impossible. Why? Insert people into the equation and suddenly we realize there are no two identical occurrences, therefore every instance has a variable you cannot replicate 100% of the time. Call it chance or call it something beautiful that keeps everyday interesting. If you wanted to work with a predictable widget, well you most likely are not interested in reading this blog.

So, What Is Intersecting?

1. Staffing shortages and a model that shows the availability of workers to meet the age wave demand is simply not possible, only becoming worse and worse.

2. Operating expenses that exceed budgets and unreasonable management arrangements and lease structures that are not fair for the front-line staff doing the work on the ground level.  

3. Overpromising on the deliverables and experience inside a senior living community only to end up with customers who feel their expectations were not met, are frustrated, and perpetuate the bad word of mouth.

4. A lack of innovation and available technology. Older assets that were easy to sell based on that “homey and community” feeling are severely disadvantaged, now totally exposed for all that is lacking.

5. The realization that people in senior living communities may be isolated, lonely, disengaged and without family and loved ones is not simply the result of COVID. We have known this “insider news” for years, but did a great job masking the detriment with marketing stories touting elevated numbers of resident participation, and abundant options for creative opportunities showcased by the monthly calendar.

6. The fact that those creative opportunities in certain communities are juvenile, not age appropriate, lack dignity and the budget to provide the engaging options are minimal and heavily dependent and reliant on family members and unpaid volunteers. Both of whom are no longer allowed inside the doors.

7. A lack of disrespect for employees and residents when you look at what other health care companies received regarding aid, supplies, testing, support, and advocacy from those in power to make decisions. To say that the industry felt a bit like a “red-headed stepchild” is a bit of an understatement.  

8. The obvious lack of diversity at the corporate level, the board members overseeing the corporations and even the national organizations who lobby for the space. Diversity among senior living residents is incredibly lacking.

Does the list scare you or inspire you?

When you write these down and believe me there are many more that could be listed, it may be scary and embarrassing to some. But I must admit, I love the underdog. Always have. I blame 7th grade algebra class that quickly separated me from the talented and gifted kids. Senior living may be sitting front row in the remedial math class, but dang it that is where you find the most passionate teachers and mentors that are waiting specifically on the kid that needs help and is determined to not be indefinitely labeled as “less than”.

While there is new press on fear that COVID has made everyone rethink congregate living and that you should just age in place it is not new by any means. Let’s be honest, our toughest competition has always been people who want to age in place. Always will. Has the marketing penetration rate of senior living ever really been that different than the ~10% we all know and work devilishly to devise 3- and 5-year visions and plans to disrupt? No! This is the same battle. Maybe now, we learn a new fighting strategy. 

Redemption…

This is the breakthrough time to redeem an industry founded on the pure intention and goodwill. I am confident that more people than ever before have their eyes and interests on what is happening inside the walls of retirement homes. More than that, they are curious about the employees, the management team, the operators and of course those residents sitting behind a window looking out into the world.   

This is not an industry problem or a fight we have to get defensive about. No, this is a public service announcement for America that says all people matter and just because you are older and need help does not mean you are a second class citizen who is not esteemed, respected, loved, cherished and undeserving of testing and PPE. 

This is also the time to acknowledge that while there is room for improving offerings, it is not about being wrong. Rather a new level of awareness that will garner intergenerational attention, public support and positive media. The amount of solutions and nonprofits that have expanded or started all in an effort to help older people remain connected to families and causes, learn technology, stay active and mobile, celebrate birthdays and holidays, remain relevant and tell their story is insanely uplifting and a good pulse check on opportunities ahead for the space.

Heck yeah, I work in senior living!

I am prouder than ever to say I am a part of this industry. I am wildly passionate to seek out people who have never thought about what older people do with their day(s). I am resolved and determined to help people understand that safety and senior living can be synonymous. That the people who work in the space are kind and full of good intentions. That they go to work with the aspiration to make a difference to people others may have written off. Their mission is palatable. Acknowledge we all have more to learn and our teachers are not inventors, tech startups, or innovators creating solutions and efficiencies, rather a balance of wisdom, patience, experience and the time and head space to contemplate big decisions and their respective impact.

I believe we all need to listen more to residents. Find ways to accentuate and broadcast voices that can change the world and provide answers that may be right underneath our nose. I am convinced there is an ingenuity within reach that is not dependent on large capital investment, building newer communities with countless amenities, more move-ins, or a rapid rebound of occupancy. 

I cannot help but think we have most of what we need on hand to solve any perception problem or bad press concern. Oddly enough, I am not sure we have ever asked or needed the resolutions, so we have continually failed to include our customer, the resident. Which may be the whole reason the penetration rate of people who want to move into your lovely community has never made it beyond that ~10%.