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Repositioning Your Image in Long Term Care PREPARED FOR.

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Presentation on theme: "Repositioning Your Image in Long Term Care PREPARED FOR."— Presentation transcript:

1 Repositioning Your Image in Long Term Care PREPARED FOR

2 Bill Pemberton Forté Group, Inc. Dallas, Texas fortegroupinc.com

3 Explore how to reposition your brand for optimum success in the long term care sector PURPOSE PURPOSE

4 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

5 Long Term Care has a long-term perception problem— and a big one PURPOSE WHY IS BRAND POSITIONING NECESSARY?

6 1920s – Elder care was offered via the “poor house” 1930s – Social Security created payment method s – 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

7 Even the adult children of seniors today have traumatic memories etched in their psyche PURPOSE GENERATIONS WERE SCARRED BY THE SIGHTS, SOUNDS, SMELLS

8 Yet, in the face of those memories, we’re asking them to trust us with their aging parents PURPOSE A 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?

9 Loss of family and home Loss of independence Loss of dignity and purpose REMEMBER: MAJOR PERCEPTION OF LTC EXPERIENCE IS ONE OF LOSS

10 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

11 To change a perception of something, you must change the narrative about it PURPOSE PERCEPTIONS ARE THE PRODUCT OF A NARRATIVE

12 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

13 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...

14 Internally – create a true brand reality Externally – communicate that brand reality TWO LEVELS TO BUILD YOUR NARRATIVE

15 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

16 Despite, negative perceptions, the demand for residential long term care is not going away PURPOSE THE GOOD NEWS

17 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

18 Longevity is increasing but health issues associated with aging are not declining Care giving for more seniors will become an increasing national imperative PURPOSE FACTS

19 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 PURPOSE BUT FEWER CAREGIVERS WILL BE AT HOME

20 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 PURPOSE SHARE YOUR NARRATIVE

21 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

22 Not about wiping out aging or disease Not about everyone getting well and going home Realistic narratives are believable and attainable Winston Churchill: Blood, Sweat and Tears but Ultimate Victory BE REALISTIC AND ASPIRATIONAL

23 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 PURPOSE MORE APPROPRIATE VISION

24 Your Vision must saturate your entire staff, every day They must become wholly aligned and energized by it Southwest Airlines got it right PURPOSE SPREAD THE VISION

25 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

26 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

27 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

28 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

29 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

30 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

31 New staff persons—or new technology Interesting resident profiles Reaching out to local community Links to TV stories EXAMPLES OF “STORY MINING”

32 STORY SAMPLE

33

34 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

35 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

36 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

37 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.


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