Population Health Insights

Enhanced services expand revenue

Introducing Enhanced Community Living, a new way to reach out to seniors who live at home.

Boomers are aging: Starting in 2011, 3 to 4 million people will turn 65 each year. According to a recent U.S. Census Bureau report, the number of people age 65 and older compared with every 100 people of traditional working ages is projected to climb rapidly, from 22% in 2010 to 35% in 2030.  That’s an enormous demographic shift, which will fuel strong growth in senior housing communities. It presents an even greater opportunity for those assisted living and residential communities savvy enough to extend their services beyond the four walls of their brick-and-mortar facilities.

As the elderly population grows, one thing will remain constant: their desire to live independently in their own homes for as long as possible. This goal once presented a barrier to marketers in assisted living and senior residential communities. Now, Enhanced Community Living, a new consulting service from Intel-GE Care Innovations™, provides a way to expand reach and increase revenue by extending a range of enhanced services to those who seek to age in place.

From stay-at-home services that include hot meals, medication management, housekeeping, and timely check-ins to respite care that provides relief for adult children who care for their loved ones, Enhanced Community Living can help define the services offered to the elderly now living in their own homes. The comprehensive program offered by the Enhanced Community Living service can help management determine marketing objectives and roll out an implementation plan. Does your organization wish to increase brand awareness, attract future residents, or increase revenue by offering additional services? Imagine gaining revenue from prospective residents even before they decide to join your community. Enhanced Community Living consultants can help you gain clarity around strategy, set priorities, and focus your organization on achieving its overall goals.

A three-phased approach to enhanced service delivery
So where do you begin? Enhanced Community Living can help you get started with a three-step implementation plan. Phase I begins with a daylong session, hosted by Care Innovations consultants at your facility, to clarify your strategy. Our consultants interview key staff members, gain an understanding of your current plan of operations, and examine the critical indicators that can contribute to your success. As a result of phase I, we help set clear strategic goals and define the metrics you can use to measure outcomes.

In phase II, we examine your operational processes and current infrastructure to look at how people and resources are being utilized today, find any gaps that may exist, and discover where opportunities may be available. We then conduct market studies of your community to identify potential audiences, determine price sensitivity, and review the competitive landscape. Based on findings, we recommend a marketing approach targeted to your optimal audience, along with a deployment plan of step-by-step actions you can roll out.

Phase III entails working with you to implement your action plan, starting with a project plan that identifies roles and responsibilities, sets milestones, identifies key deliverables, and establishes a realistic schedule. We define critical tasks and then help assign staff and determine appropriate workloads, so you can be assured your organization is moving toward its goals. If necessary, we can supplement your in-house efforts with project management support that leverages the Care Innovations skill set and deep level of expertise.

Reaching out to the larger community of seniors (and those family members who care for them) currently living in their own homes can help them maintain their quality of life and provide a growth path for your organization. By helping to set strategic goals, marketing your services, and implementing an action plan, Enhanced Community Living can help you move from ideas to action.