Repositioning Your Image in

Long Term Care

PREPARED FOR

Bill PembertonForté Group, Inc.

Dallas, Texasfortegroupinc.com

Explore how to reposition your brand for optimum success

in the long term care sector

PURPOSEPURPOSE

• Senior living industry since 1999• Only senior living focused—all types, nationwide • Very aware of major changes due to ACA• Aware of new home-based care models • We see clearly a new set of customer

expectations for the senior living experience at all levels

BASIS FOR OUR PERSPECTIVE

Long Term Care has a long-term perception problem—

and a big one

PURPOSEWHY IS BRAND POSITIONING NECESSARY?

• 1920s – Elder care was offered via the “poor house”• 1930s – Social Security created payment method• 1940-60s – Military style nursing homes became the

norm• 1970s – Private bathrooms arrive! • 1980s to Present – Evolving towards resident centric

model we see today

A SHORT (AND SCARY) HISTORY OF LONG TERM CARE

IN AMERICA

Even the adult children of seniors today have traumatic memories etched

in their psyche

PURPOSEGENERATIONS WERE SCARRED BY THE SIGHTS, SOUNDS,

SMELLS

Yet, in the face of those memories, we’re asking them to trust us with their aging

parents

PURPOSEA MATTER OF TRUST

Does your community seem like a place old

folks go to die, or like a place aging parents can enjoy life to the

fullest?

• Loss of family and home• Loss of independence• Loss of dignity and purpose

REMEMBER: MAJOR PERCEPTION OF LTC

EXPERIENCE IS ONE OF LOSS

• Perception is reality until proven otherwise• Perceptions can be changed over time• But it doesn’t happen randomly

THAT PERCEPTION IS DEEP IN THE SUBCONSCIOUS AND

SEEMS REAL

To change a perception of something, you must change the narrative about it

PURPOSEPERCEPTIONS ARE THE PRODUCT OF A NARRATIVE

• Origin – How you began and why• Vision – Your purpose for existing

now• Culture – How you live out that

vision• Story Telling – Sharing clear

examples

ELEMENTS OF A NARRATIVE

• Replace it with a narrative about GAIN . . .

• Approach it as an intentional program• Build an authentic narrative . . .

Your Own

THE PREVIOUS NARRATIVE WAS ABOUT LOSS . . .

• Internally – create a true brand reality

• Externally – communicate that brand reality

TWO LEVELS TO BUILD YOUR NARRATIVE

• Freedom of choice• Improved care and training – more responsive• Higher levels of customer care and

expectations improved design and environment

• Greater transparency of operations• Resident has voice in shaping care

environment

REALITY CHECK: YOUR CARE IS TOTALLY DIFFERENT AND

POSITIVE

Despite, negative perceptions, the demand for residential long term care is

not going away

PURPOSETHE GOOD NEWS

• Between now and the year 2040, the U.S. older adult population will more than double

• For the first time, 1 in 5 Americans, or 77 million, will be age 65 or over

• The number of people age 85 and older will triple by the year 2040, to 14 million

• U.S. Census Bureau: Those 65+ with activity limitations will reach 22 million in 2020, and 28 million in 2030

RESIDENTIAL LTC ADDRESSES A GROWING NEED IN OUR

SOCIETY

Longevity is increasing but health issues associated with aging are not declining

Care giving for more seniors will become an increasing national imperative

PURPOSEFACTS

As more women work outside the home, have children later in life, and find adult children

returning to the nest, the competing demands of child care, employment, and elder care

could put a great strain on the backbone of the current long term care system

PURPOSEBUT FEWER CAREGIVERS WILL BE AT HOME

Despite some negative perceptions, the long term care market will continue to grow

To survive and thrive, you must project the most attractive narrative on the long term

care experience

Tell it often and well

PURPOSESHARE YOUR NARRATIVE

• How did we come about? Personalities

• What defines our vision: How does our team ultimately define success in our endeavors?• How will we align everything in our

operations to that vision?

CRAFT A COMPELLING NARRATIVE THAT IS ROOTED IN

REALITY

• Not about wiping out aging or disease• Not about everyone getting well and

going home• Realistic narratives are believable and

attainableWinston Churchill: Blood, Sweat and Tears

but Ultimate Victory

BE REALISTIC AND ASPIRATIONAL

Establishing an environment of competence and caring that enables our residents to enjoy

the fullest life possible with undiminished sense of personal worth and purpose

Provide our families with an opportunity to enjoy their resident members at their best for

as long as possible—and be free of concern for their well-being

PURPOSEMORE APPROPRIATE VISION

Your Vision must saturate your entire staff, every day

They must become wholly aligned and energized by it

Southwest Airlines got it right

PURPOSESPREAD THE VISION

• What defines your staff values?• What are examples of clinical

excellence?• Why do residents thrive at your

community?• What makes it excellent for their

families?

VISION CRAFTING

• Starts with hiring hearts first rather than minds

• Orientation to culture from day one• Recognition programs based on your Vision• Staff receives same message of worth as

residents

CULTURE IS THE 3-D EXPRESSION OF YOUR

VISITION

You and your staff must believe in your narrative before anyone else can—or will

• Results in less turn over among staff• Less turn over creates higher resident

trust levels• Empowers staff to make a larger

difference every day

ADDED BENEFIT: CULTURE OF CARING AIDS STAFF

RETENTION

Being part of a caring culture is major part of compensation for caregiving professionals

• Remove “us vs them” dynamic – rather shared goals

• Create sense of shared ownership for results• Create a bond of good will that doesn’t focus on

blame but shared responsibility• Support resident councils and staff transparency

CULTURE IS DEFINED BY COOPERATION BETWEEN STAFF,

RESIDENTS, & FAMILIES

Everyone has a voice and resident status is discussed real time

• PR: Doing good and getting caught at it!• Engage the greater community; interns,

local scholarships, health fairs and screenings

• Invite local media in for a tour and briefings

• Engage local acute care community at their events and through visits

COMMUNICATING YOUR CULTURE TO THE GREATER COMMUNITY

AND MARKET

• People love and believe good human interest stories

• Stories convey great meaning in very personal terms

• Local media are always looking for good stories

STORY TELLING: MAKING THE COMPLEX SEEM VERY SIMPLE

• New staff persons—or new technology

• Interesting resident profiles• Reaching out to local community• Links to TV stories

EXAMPLES OF “STORY MINING”

STORY SAMPLE

STORY SAMPLE

Be ready to change your name, logo, and overall look – if necessary – to

translate into “a place where people go to live”

CHANGE CAN BE GOOD

• Does your website reflect your current reality?• Don’t underestimate the power of a positive

name• You can refresh and update your logo without

changing your name

CHANGES TO CONSIDER

• Develop vibrant Facebook and keep updated

• Leverage news coverage on FB, Twitter and YouTube

• Offer a share-able blog for families and medical community

BROADEN THE CONVERSATION WITH SOCIAL MEDIA

• See it as core management responsibility

• Undertake it as a permanent strategy with a variety of creative tactics

• Celebrate what makes your community special!

KEYS TO SUCCESS: CONTROL YOUR NARRATIVE TO REDEFINE

THE PERCEPTION

Start today.