Focus On Aging

Older Americans Month – My Tribute

Marla — Fri, 11 May 2012 19:16:42 +0000

Uncle Ed and Marla Levie 2012

Since 1963, our country has honored its older citizens during May with Older Americans Month. In the senior industry, every day we celebrate those older Americans who have made significant contributions to their families, communities, and society. This year’s theme is “Never Too Old to Play”. I want to take this time to honor my Uncle Ed, who could be the “poster child” for Older Americans Month 2012.

Last week, I was on my way to the Life Services Network (LSN) Expo in Chicago to connect with elder care professionals. As I approached Navy Pier, I saw a dapper older gentleman dressed in a sport coat and a felt fedora. What a coincidence; it was my Uncle Ed who was about to hop on the bus! I hollered his name. He turned around and greeted me with loving excitement.

Edward Kramer is 83 years young. In 1949, as a recent high school graduate, he took a job for the holiday season with a jewelry company. Over 40 years later, he retired from that industry. He has served in the army, married, raised a family, survived cancer, and considers both Chicago and New York his home. Uncle Ed taught himself to be computer literate; a rare feat among people of his generation.

Uncle Ed stays active. His mantra is “doing nothing produces nothing”. He enjoys his retirement and dedicates his time towards volunteer work. Uncle Ed’s newfound passion with volunteering has allowed him to develop a second set of skills. He would advise the youth of today to get both a good education and career counseling.

When I saw Uncle Ed, he had just finished his almost daily volunteer work at WBEZ Radio, where he helps with data processing. He is involved in the City of Chicago and is working with his condo association to get ready for the upcoming NATO events. He lives in the heart of the red zone with his equally youthful wife, my Aunt LoriLei.

As an elder care professional, I take a moment this May to honor those older Americans we have the privilege of working with daily. When marketing to seniors, elder care professionals must look beyond the client’s current age to consider their rich individual histories and productive lives. Older Americans can teach us all life lessons. I am fortunate to have Uncle Ed in my life and love to hear his interesting stories.

Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.

Building Elder Market Relationships: Face-to-Face vs. Cyberspace?

Marla — Thu, 26 Apr 2012 17:00:56 +0000

As an elder care marketer in the senior industry, I believe our profession is now recognizing the advantages of using the Internet and acknowledging that seniors are reachable “on line”. Those who market to seniors still have to be the face of their products. Yes, it may take less time to send out a bunch of emails and wait for a reply than to “hit the streets”. However, when in a field that relies so heavily on relationship building and word of mouth, you must be out in front of your potential referral sources.

With everyone on the Internet these days, it can be shocking to learn that some leading financial consultants are now warning businesses that they may be spending too much time in cyberspace–whether communicating with current customers, soliciting new ones, or working to maintain their company’s presence online. What may be even more surprising about this warning is that it applies to older members of the population as much as everyone else. Indeed, as seniors become just as savvy with their computers as their children and grandchildren, they too may be forgetting the importance of using face-to-face communication skills.

So what are some ways to enhance the “human” touch when doing business? Recently, Sunday Steinkirchner, a contributor to Forbes Magazine, listed several marketing tips for developing personal relationships with colleagues and customers. First, she says, dedicate one to two hours per week touching base with current customers even if this is time that you usually would spend reaching new customers. She also urges business representatives to attend trade shows, training seminars and conferences that allow you “to get out from behind the desk” and meet people face-to-face. For online-only and startup companies, Steinkirchner suggests posting some personal information about yourself on your website. This will allow customers to get to know you better–although she warns that you should refrain from printing anything too personal on the site.

The old adage about the importance of one-on-one interaction still holds true today despite the existence of smart phones, emails, social media and all of our technological savviness. This may sound like good old-fashioned advice, but it is something that we all need to remember–even those born in the first half of the Twentieth Century! Are you utilizing both methods when marketing to your seniors?

How Will Divorcing Baby Boomers Impact Senior Care?

Marla — Thu, 12 Apr 2012 21:11:39 +0000

As divorce rates have dropped nationally in the past 20 years for Americans, just the opposite holds true for boomers, soaring to over 50% among this generation, according to a recent article written in The Wall Street Journal . When marketing to seniors, this new trend needs to be considered by professions and services directed to the aging baby boomers.

Baby boomer couples are faced with a new stage in their life with the spotlight shining brightly on their marital relationships and the stats are showing it’s just not working out. A recent study, conducted by Bowling Green State University, concluded that one third of couples ages 46 – 64 were divorced, separated or never had been married in 2010, compared with 13% in 1970.

After the children leave the house, couples are realizing they have another 20 -30 years of good health ahead of them; prompting boomers to reassess their relationships and their lives. However 20 – 30 years of good health may not be the future for some and senior care may become a factor earlier than expected.  Most boomers entered marriage in the 1970s with expectations very different from previous generations; individual happiness was the goal as opposed to how well they fulfilled their marital roles. Although self-fulfillment is a large contributing factor for the divorce surge, longevity, economics and evolving social mores are also playing a role, according to sociologists.   What does this mean for the baby boomer generation as they begin to need senior care? What does this mean for the provider of services to older adults? Elder care can become challenging and costly for the single boomers since they will have to fend for themselves instead of relying on a spouse. Some expenses to consider for the aging boomer can be nursing home care, senior living, home health care, medicine and more. Those providing services to the aging population might need to assess their marketing strategies and take a closer look at their “soon to be” target market.

Maria Shriver and “The Alzheimer’s Project”

Marla — Fri, 30 Mar 2012 19:09:16 +0000

As we move into the year 2012, it is a welcome sight to see such celebrities as Glen Campbell and Maria Shriver speak so openly and publicly about Alzheimer’s Disease and its effects on families. People all around the country appreciate when celebrities share their family stories about this and others diseases. Maria Shriver has gone public with her own personal accounts of confronting Alzheimer’s Disease with close family members. Shriver of course is the former First Lady of California and member of the Kennedy family. Shriver’s father, the well-known Sargent Shriver, was the first director of the Peace Corps and Ambassador to France. He battled Alzheimer’s for many years before passing away in early 2011. Maria not only has written and spoken extensively of watching her father deteriorate over time, but she is among the creative contributors and an executive producer of a new four-part HBO documentary entitled “THE ALZHEIMER’S PROJECT.” The multi-faceted series was produced by John Hoffman and is a presentation of HBO Documentary Films and the National Institute on Aging at the National Institutes of Health with assistance of such organizations as the Alzheimer’s Association. According to the HBO website, “While there is no cure for the disease, THE ALZHEIMER’S PROJECT shows there is now genuine reason to be optimistic about the future. …. [The] series takes a close look at groundbreaking discoveries made by the country’s leading scientists, as well as the effects of this debilitating and fatal disease both on those with Alzheimer’s and on their families.”

People interested in learning more about “THE ALZHEIMER’S PROJECT” are encouraged to visit the detailed website at www.hbo.com/alzheimers/ for additional information.

Glen Campbell Goes Public With Alzheimer’s Disease

Marla — Thu, 15 Mar 2012 16:57:32 +0000

When legendary singer and music icon Glen Campbell announced recently that he was giving his Farewell Tour due to the onset of Alzheimer’s disease, many people around the country were shocked and saddened to learn that this disease could strike even the most famous and beloved of celebrities. The devotion and gratitude that Campbell conjures up was clearly evident at the February 2012 Grammy Awards Ceremony when he was bestowed with the Lifetime Achievement Award for a career spanning more than fifty years and covering just about every musical genre from country, rock and pop, to folk and gospel. But as the seventy-five-year-old singer travels on his final tour, he speaks with great optimism about his Alzheimer’s diagnosis. Alongside his wife Kim Woollen of thirty years, the couple relate how Campbell continues to “make the best of each day” while still performing as a singer, songwriter and guitarist.

For Campbell and Woollen, the singer’s episodes of “short term memory loss” began some time in early 2011 and were their first clues about his disease. Unlike so many others living in the limelight, the couple almost immediately went public about the musician’s condition. Perhaps one day it may become a reality that more celebrities like Campbell will publicly acknowledge their battles with Alzheimer’s (AD) and dementia, especially as our population continues to age. Indeed, we already know the story of President Ronald Reagan, who was diagnosed with AD at the age of 83 and who lived for ten years with the disease until his death in 2004. And we may also remember hearing that Charlton Heston, Perry Como, Rita Hayworth and Rosa Parks all struggled with dementia as well. But, with the possible exception of President Reagan’s final years, the story of celebrities battling Alzheimer’s continues to remain a “low key” subject to the public, just as so much of the disease itself remains a mystery.

Aging In Place In a CCRC – Continuing Care Retirement Community

Marla — Thu, 01 Mar 2012 20:16:26 +0000

Today we have a guest post from Bruce Lederman who has over 20 years experience in the senior care field, both in management and community leadership. This article was originally posted on February 19, 2012 at:

http://www.chicagonow.com/aging-in-chicago.

Chicagonow.com

A Key Feature of CCRC Living:

Regardless of whether the consumer is in their 60′s or 80′s, moving into a continuing care retirement community (CCRC) is never an easy decision. The impact of the current housing crisis on the decision-making process is lengthening the sales cycle. Moving a consumer from the status of “prospective resident” to “resident” has never been longer and the route more arduous. CCRC marketing materials relating to eliminating the burden of the cost and worries associated with home ownership are of lesser importance than the central value proposition offered by this housing model: the consumer will be able to age in place. Research shows that the peace of mind associated with knowing that debilitation in physical or cognitive functioning will not trigger a relocation from the community, but rather will “merely” necessitate a move to a different care center on property, is a critical-to-success feature all CCRC’s! Got it?

What Can Go Wrong?

The past week, Harbor’s Edge retirement community in Norfolk, Virginia received bad press in the New York Times due to its decision to restrict access to its fine dining room to only those residents who live in the independent living portion of the campus, forcing those who have higher-care needs to dine separately. As reported, this rule creates a unique hardship for those residents whose significant other lives in the ALF or SNF portion of the campus: they must now dine apart. Additionally, since the rule makes no exception based-upon cognitive functioning, some of those who are now prohibited from the fine dining room must dine with individuals with whom they can share in no meaningful interaction.

The challenge for those who own and operate a CCRC, is to remain true to the key feature of this housing model (i.e. being able to age-in-place) with the “perceived” marketing necessity of appearing “fresh, youthful and vibrant.” Hence, the banishment of those who require walkers, wheel chairs and attendants who can provide any level of assistance with eating from the independent living portion of the community. In my experience, although older adults question sale staff about this issue prior to move-in, the conversation is very abstract and few individuals consider the subtle effects of normal aging which can diminish capacity slowly over time, rather than a sudden permanent and significant change in ADL functioning following an acute health event. Additionally, there is no standard in the CCRC industry on how to address this issue. Regulation of the industry is spotty and accreditation with the industry’s accrediting organization (CCAC) is voluntary. Although some communities proudly market the socialization possibilities which occur from mixing clients who a varying level of care needs, that is the exception. Typically, each provider has a published policy which may change based upon census/market demands (fewer admissions to independent living may mean a more relaxed policy regarding allowing those with greater level of care needs to remain in independent housing or assisted living).

Remedies:

The Fair Housing Act, which protects people’s choice regarding where they want to live, and the Americans with Disabilities Act (ADA) both impact questions of accessibility to, and within a CCRC community. In the case of Harbor’s Edge, its current policy is being legally challenged by those affected. Consistent and transparent application of policies regarding aging in place is paramount. CCAC accreditation is a good indicator that best practices are applied when addressing a community member’s changing health and custodial care needs.

Bruce Lederman is a 20-year veteran who serves as a thought leader and change agent in the delivery of long term services and supports for older adults.

Taking Care of your Aging Relatives in your own Backyard, Literally

Marla — Sat, 18 Feb 2012 14:47:07 +0000

As our family members begin to age, long term, quality care can become a big concern. Most would prefer to become the primary caretaker but many times it is not an option due to work schedules, space constraints and resistance from the aging relative still desiring independence and not wanting to move in with a relative. First thoughts for many go to assisted living facilities and nursing homes. However, costs and proximity can be an issue for some family members. Just recently an alternative solution, in the ever expanding elder care market, has popped up that may appease both the family and the older adult in need of care.

Kenneth Dupin, a Virginia Minister, understood the need for another option for senior care. While Dupin was pursuing his doctoral degree, his studies took him to countries abroad where he made the observation that other cultures had a much different attitude towards the aging than there was here in the United States. Caring for elderly family members was an honor in other countries. Bringing them into the home and sharing the emotional and financial responsibility was a given. These observations gave Dupin an idea to develop a dwelling, equipped with the latest technology, in which the elderly adult can live right on their family member’s property, giving peace of mind to all by knowing they are so close. He dubbed his creation Med Cottage.

The Med Cottage is approximately 300 square feet and comes equipped with some notable features including a lift, video system for checking in on the older adult, special lighting on both the floor and ceiling, and technology to dispense medications and monitor vital signs.

The cost? The Cottage is $85,000 plus another $5000 for the software. The company will buy the building back for half of the purchase price when no longer needed. Look for the Med Cottages in the backyards of the Chicago area in about another year. Another very creative and useful idea to market to seniors and their families.

I am always amazed at the new and creative products being designed and marketed to the elderly. The aging field is burgeoning daily and it is and has been an honor to work in such an exciting industry.

Quick Tips for Your 2012 LinkedIn Profile

Marla — Fri, 03 Feb 2012 19:43:14 +0000

With a ballooning number of social media outlets, and with so many opportunities for automation, it’s difficult to make sure that your profile is in top condition on every site. But the new year is a time for setting goals and accomplishing them so let’s start with your LinkedIn profile.

Set this easy resolution for yourself: Make sure your LinkedIn profile is current for 2012!

Here are a few things you can do to make sure you’re putting your best foot forward on the Internet’s most popular business networking site. The beginning of the year is a great time to do this, and it’ll only take a few minutes.

1. Make sure your picture is current and professional

The first thing that will catch visitors’ eyes is your picture. Is it the picture you want everyone to see? Make sure that it’s up-to-date. If your picture is more than a year or two old, perhaps you should take a new one. Be sure that you’re dressed appropriately for your field, and frame the picture so that it’s engaging and obvious that it’s you. No children or spouses half-cropped out of the picture! Neat and professional is best.

2. Tidy up your profile

Be sure that the information you are providing in the content of your LinkedIn page reflects all the important things you’ve done in 2011, and uses all the important words so you can be found if someone is doing a search. An out-of-date profile with old information, could suggest to the reader that you haven’t done anything noteworthy recently. Be sure that it is current with all relevent keywords in your industy.

Now is a great time to take these quick clean-up measures to be sure that your LinkedIn is updated and ready to help you do business!

“Tweets: To Whom It May Concern”? Part 2

Marla — Sat, 14 Jan 2012 23:46:28 +0000

In my last Blog, “Tweets: Customer Service and the New “To Whom It May Concern”? Part 1″, I shared a recent post by Jeff Lerner about his Twitter experience. As my family is made up of multiple generations, I thought it would be interesting to hear the opinions of different age groups.

The result of my study…the members of my family, both younger and older, agreed that Twitter is a great way for a customer to be heard and an even better way for a business to retain a customer. The younger generation thought it was humorous that a company would even see the Twitter posts. Those over 65 reminisced about writing letters addressed to “To Whom It May Concern”. Then, thinking about Jeff Lerner’s story, it clicked for all of us. Twitter is the new, faster way to send a “To Whom It May Concern” letter, and at the same time Twitter has become a customer service solution for many businesses across the nation.

As an elder care marketing company in Chicago, we have seen a huge increase in the number of businesses developing a presence in social media. Companies are making major efforts to increase their user base and are marketing to customers in a new way. However, many businesses have not caught on to the opportunity of using social media as a customer service tool. This survey by Market Tools paints a dismal picture. Only 12 percent of businesses are taking advantage of Twitter for customer service (slightly more use Facebook at 23 percent).

Social media can be the perfect way to develop a true relationship with customers. If customers are spending their money and taking the time to shop at a business, they want to be appreciated. Businesses are missing out on the opportunity to make a new connection with consumers. This means potentially losing out on the possibility of huge customer retention and increases in customer loyalty. Do you plan to follow Dunkin’ Donuts example and implement a customer service campaign using social media?

Tweets: Customer Service and the New “To Whom It May Concern”? Part 1

Marla — Thu, 29 Dec 2011 13:08:32 +0000

I hope this holiday season allowed you some good cheer and time with your families. I am “lucky” to be in the sandwich generation, and am surrounded by all age groups in my family. As an elder care marketer in Chicago, I used this time to conduct a mini-study on customer service among the generations.

My study began by sharing a recent post by Jeff Lerner about his Twitter experience. Jeff had visited Dunkin Donuts just as he normally does in the mornings. But rather than enjoying his nice hot cup of coffee, it ended up all over him and his new shiny car – due to the drive through employee not paying attention and securely placing the lid on his coffee cup. Not being the drama queen that some people would be and going after some crazy lawsuit, he simply tweeted about the incident and his frustration (as seen below).

Tweet about Dunkin Donuts

That was that. He got it off his chest and was well prepared to go on about his day. But then something unexpected happened. Within a few minutes @DunkinDonuts was following him on Twitter. Then almost immediately they sent him a direct message to find out which of the Dunkin Donuts stores this incident had taken place at. Guess what? They sent him a $10 gift card right to his door the following week.

As a marketing professional, this story makes me think how immediate social media can be and they value that provides to customer service. But it’s not just big companies taking advantage of the real-time connection that Twitter can provide them for keeping customers happy. You can even find small local businesses doing the same. This is something that every business should at least be trying to learn. Being able to instantly pick up on bad customer service incidents can dramatically increase customer loyalty if it’s handled quickly and properly. Most people don’t really expect that a business will go out of their way to make them happy. The sad truth is that many don’t.

You might be wondering the result of my study and why I chose the title of this blog. For the answer, you will have to check my next blog right after the New Year, Social Media: To Whom It May Concern, Part 2.