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“Senior living facilities can establish a competitive edge by incorporating Universal Design features that would help enhance the quality of life of residents and extend their stay. Purposeful and intentional design also minimizes falls, statistically the number one factor why seniors end up in hospital. The ability to extend length of stay and prevent falls would be a strategic advantage for any property,” according to Phil Shapiro, MHA, MSPH, Senior-Living Specialist.

Shapiro is a speaker at the marcus evans LTC & Senior Living CXO Summit Spring 2018, taking place in Orlando, Florida, February 8-9.

What advice do you have for organizations launching aging-in-place initiatives? How should they message it within their marketing campaign?

Universal Design is a vehicle that is now picking up steam across the US. As seniors debilitate physically and cognitively, there is an opportunity to extend their stay in the independent living environment by deploying Universal Design features within the interior and functional design of their living unit. For example, designing bathrooms where a walker can easily be maneuvered and staff can assist, so they would not have to relocate too early. While existing facilities may be limited in what structural changes they can apply, they could still make a difference by changing lighting and flooring.

New communities can make the conscious decision to use this design model and stand out in the market. That differentiation can be used in their presentations, advertising and with marketing agents to promote the community and why it is superior.

Facilities could prepare a competitor matrix to accentuate their competitive edge. People can compare the community across the spectrum of many data sets and characteristics, such as price, amenities and unit design. In this industry, the average senior looking to relocate and the average adult child assessing what the parent needs do not have a good understanding of the communities out in the market.

From a strategic marketing perspective, if they grasp that point that most people do not know their product, then they can create tools to explain and compare communities when they visit. They can give those prospects a head start to valuating comparatively. Strategically, if they establish their facility’s strengths and elevate them, they have a much greater chance of the prospect becoming their resident.

For a new construction project, what is the best time to introduce this marketing campaign?

I believe the early bird gets the worm. Prior to construction, there is a great opportunity for the marketing/sales team to learn about the market and psychographic elements that augment competitor and demographic knowledge. They have to dig deep early on while the design and program are progressing. The information they capture through focus groups might dictate changes to their theme, the spaces they create or the amenities they provide.

Concurrent to gaining market knowledge, during construction launch the marketing campaign. Augment typical architectural renderings and floor plans with robust 3D imagery, isometric designs, and short videos to express your product offering and generate leads, referrals, and deposits.

What does it take to become and stay the market leader in this space? 

To become the market leader, not just in design but also operations, organizations have to differentiate themselves. They must be better, faster, smarter and provide more value than the competition. They have to make a conscious decision that they want to be the leader, and embed it in all areas of their business. They should also keep revisiting their product and improving to maintain excitement and enthusiasm, which we call “Continuous Improvement”.