Wirthwein Marketing & Advertising

Press Release: LEARNING THE ALPHABET OF SENIOR HOUSING AND HEALTHCARE SPELLS SUCCESS FOR SENIORS AND THEIR ADULT CHILDREN

2011-11-01T09:14:00.004-07:00

You come across them more all the time in consumer reports on senior housing and healthcare—cryptic abbreviations like IL, AL, SNF, ALZ, MC, CCRC and more. They are all acronyms for the various levels of senior housing and healthcare now available as options for aging Americans. Each of these is shorthand for a specific type of care, and all are usually delivered within a distinct “community,” or physical setting—and often

in combination within the same community.

While a range of choices is always good, it can be challenging to decipher this alphabet soup of options—and even more difficult to make wise choices. However, choosing wisely can make a huge difference in cost savings, healthy outcomes and quality of life for the prospective resident—and peace of mind for their adult children. Knowing this alphabet by heart can equip you for wise consumer choices and help you avoid disastrous mistakes. So, let’s get started!

IL is for Independent Living. As the name implies, IL communities major on active and independent lifestyles for their residents. They are often age-restricted (usually 55 or 62+), offer full kitchens and amenities that might include a pool, computer lab, salon and spa, fitness center, library, game and card rooms and dining venues with optional meal plans, comprehensive maintenance and transportation. Fees are structured either on a rental basis or through an entrance fee with varying levels of refunds. IL typically includes apartments, patio homes or cottages—often referred to as garden homes.

AL is for Assisted Living. Assisted living communities generally cater to seniors 85 and older who need, well, assistance with daily living (called ADLs) such as bathing, dressing, eating, transferring and medicating. AL apartments usually offer modified kitchens (sink, microwave, small refrigerator), three meals a day in a common dining room, amenities matched to this age group such as a fitness center, library and hair salon. Many AL residents enter this type of accommodation with slight cognitive issues

SNF is for Skilled Nursing Facility. SNFs (“sniffs”) are closest to the original concept of a nursing home where residents are chronically ill and require access to skilled nursing care in a 24/7 setting. They sometimes receive meals in their rooms, and have restricted activity and supervised physical therapy. SNFs require the presence of certified nurses or aides, who are qualified to administer hospital level care. Usually, SNFs also include regular supervision or at least immediate access to medical doctors.

If you or your parent has a non-chronic condition with expected recovery, you may even want to consider a SNF for a temporary rehabilitative stay versus long-term residency. SNF fees are covered through private pay, temporary Medicare (based on previous hospital stay and ability to recover) and Medicaid, if assets have been depleted.

ALZ is for Alzheimer’s Care. This category of care revolves around residents with significant memory loss, whether through Alzheimer’s disease or one of the dozens of dementia currently identified. These service areas are alternatively called Memory Care and offer no individual kitchen and most often include security policies so that residents cannot wander outside the premise unsupervised.

CCRC is for Continuing Care Retirement Community. You have probably realized that each care level mentioned previously represents the “next” level of care for an aging population. CCRCs combine all of these levels in a “continuum of care” that allows the residents to enter as wholly independent and vigorous individuals (or couples) and never have to leave the campus due to health issues. Just as importantly, couples are never separated by divergent health needs. Most CCRC’s are structured with large entrance fee payments and monthly fees which vary according to the size of residence, level of refund and # of residents occupying the unit. About 82 percent of CCRC’s are not-for-profit and there are over 1900 CCRCs across the U.S.

How Does Your Family Spell C-A-R-E?

So now that you have some learned your basic senior living “ABCs” how do you match the right level to your life or those of your aging parents? Well, you might start with their clear needs and stated desires, and relate them to those acronyms. If they are active and strongly independent-minded, by all means start with an IL venue. If they are getting frail and increasingly unable to perform their basic life maintenance, start with AL—perhaps with a view to Memory Care already on site since physical frailty is often followed by mental frailty. Are they chronically ill and in need of skilled and licensed medical support? Then it’s directly into a SNF.

If they or you are the sort that likes to plan well in advance, then perhaps consider a CCRC even if Dad and Mom can still play a mean game of tennis. That way you can lock down the entire spectrum of care ever needed. But realize that CCRCs are predicated on receiving new residents as IL residents first and are averse to residents who already require deeper levels of care. Their financial model is based on the majority of their residents not requiring such care—at least at first—and many never do. So the step to CCRC should be taken while fully active.

The main thing is to learn these ABCs of senior care inside and out, so you can compare one level of care with another, and also compare two communities of the same type for best value. The Internet has a plethora of data to investigate.

How to Stay Consistently on Target in the Workplace

2011-10-20T06:38:00.000-07:00

Are you tired of listening to dead silence? Going to your cubicle and not seeing a sole all morning? Are your creative juices no longer flowing? No one likes to be in a rut whether it’s in personal relationships or in the workplace. We are probably not going to be able to help you with your personal relationships, but we may be able to help you function effectively in the workplace!

Even though we hate to admit it, here at Wirthwein Marketing we have had our share of ruts. And in any type of marketing everyone knows you have to keep it fresh and alive… alive being the keyword. When your coworkers are happy and alive so is the work. We have compiled some tips and tricks on how we stay loose and creative in the office.

1. Create a ‘Star’ program. Each employee at our office has a section of a white board dedicated to them and their ‘stars.’ When they do something phenomenal, they get a star! Simple and basic right? But you can make it even more interesting by offering incentives and promotions. For example, after 6 months whoever has the most stars gets a gift card or certificate to a local restaurant or department store. Simple, basic and effective.

2. Get involved. This can be community driven or club related. We are part of an advertising club where every month we gather with others in the same field to discuss the latest topics in marketing. This gets our creative juices flowing again, and our creative thinking takes on a whole new spin on what we have learned and how we can apply it.

3. Don’t take for granted weekly meetings. To get everyone loose before the meeting share stories, ask your coworkers about their weekend, and tell them about yours! This opens the mind and those stories may even trigger creative ideas for topics of discussion. And you never know getting off track may put you back on track!

4. Increase ambient noise. Silence is not always golden; sometimes it can drive us all a little nuts. So, whether it’s listening to music, opening a window, or have a television constantly running in the lobby/dining area of the office, noise helps people relax and stay flexible. But remember to respect others if you have the radio on… not everyone has the same music taste!

A Fresh Pickle for The Sandwich Generation: The New Economic Realities of Eldercare

2011-10-12T09:52:00.000-07:00

Perhaps you‘ve heard of the Sandwich Generation, those millions of Americans caught between the costs of raising kids and also taking care of dependent, aging parents. Saving for college versus more meds for Grandma—those kinds of choices have always made life in the “sandwich” a daunting challenge. However, we face a new set of economic realities that will put adult children in an even more difficult place: a fresh pickle in a sandwich already tough to chew.

There are actually two major social forces now pressing together in American life with tectonic intensity. They are opposing trends that are already sending shock waves through existing economic models for eldercare. And they are going to touch everyone’s life who has aging parents—Sandwich generation or not.

Let’s start with the good news—a trend towards longevity. Our parents are living longer—way longer. In fact, adults over 80 are the fastest growing segment of the population. However, most will spend years dependent on others for the most basic needs. That brings up a not so good reality: You may well wind up caring for your parents longer than you did for your children. So you will need access to more financial resources than in the past to ensure the dignity of life your aging parents deserve.

Unfortunately, that brings us to the second major—and opposing—trend: receding government assistance in eldercare programs. Traditionally programs such as Medicaid have taken over when the resources of the aging parents were exhausted. The financial status of their adult children was not taken into the equation when assessing eligibility for parents. When Mom and Dad’s savings were gone after the initial “spend down” phase, Uncle Sam stepped in to pay the bills.

However, addressing a colossal national debt is now forcing the Federal government to look hard at a new source. You guessed it: adult children.

As Jane Gross explained in the New York Times New Old Age blog, “The staggering cost of long-term care and the explosion in the number of people who will need it has prompted a second look at “filial responsibility laws” as a way to deal with the impending crisis.” She went on to describe how 30 states already hold adult children legally responsible, at least on paper, to pay for necessities like food, clothing, shelter and medical attention for indigent parents.

So whether through family loyalty or future laws—adult children today can expect to be held more financially responsible—and for a much longer time—than the preceding generation for the needs of their aging parents.

These new economic pressures aren’t going away. So what can be done?

Clearly, adult children will have to actively build their eldercare acumen in regard to costs, benefits, and levels of care. There has never been a broader range of options and competition has created some remarkable values—if you know where to look.

As you embark on your adventure in self-education, allow me to offer you a very useful mantra to repeat over and over: cost containment and self-preservation. Never let that pair of ideas stray from your criteria and you will steer a wise course.

Cost containment forces the question: Do I know how much the total cost is now and can I predict what it will be in the future? Unplanned medical expenses are one of the major causes of bankruptcy for otherwise financially viable families. Rather than attempt to purchase separate services a la carte and cobble them together —look for service packages that are inclusive of meals, health services, and even housing if needed—at a capped rate. You know when you write that check each month what the amount will be.

Self-preservation means—to use an air travel analogy—you keep your own oxygen mask on before you attempt to secure a family member. Americans have never been busier to make ends meet and the emotional stress and physical wear of serving as a primary caregiver is not in the best interest of your family. For example, family members who become caregivers for memory patients run a high risk for stroke and heart attack themselves. Your family, employer and parents need you at your best.

So, for both cost containment and self-preservation, be prepared to entrust your aging parents to a professional care giving environment when aging parents lose the capacity for independent living. Your spouse and children shouldn’t have to compromise the best years of your life, when others can do the job for you—and much better.

Surprisingly, it can be much more cost effective than trying to orchestrate a succession of services in and out of your home. Senior communities that provide assisted living often also provide a range of medical services which can include skilled nursing and even memory care. So your parents would never be separated due to differing health.

Already an estimated 22.4 million US Households—one in every four—are providing care for a relative or friend aged 50 or older. If you’re not one of them now the odds say you will be at some point in the future. Now is the time to start learning your options—in order to become something of an expert—in shopping the kaleidoscope of senior services now available, and those on the way.

Trust me, you can do this. Millions of Americans already are. A good place to start is a local senior care expert who is trained to review your individual case and offer you a range of options. People in this field are generally quite family focused and can provide a very objective perspective on where the best fits for senior care are for your aging parents. The main idea I want to leave with you is: Start this learning adventure today. Once you’ve gotten the scope of options clearly in mind and mastered a smattering of eldercare jargon—you can be confident that you are equipped to make the right choice.

You can’t make the pickle go away but you can make it a whole lot sweeter.

Marketing Professional Certificate Program

2011-08-23T09:47:00.000-07:00

Right when we thought it was “safe to back into the water” the whole debt ceiling controversy re-surfaced not unlike the great white plaguing summer beach goers.

That said, there’s never been a better time to learn the latest sales, marketing and assorted communication strategies and tactics in the senior living arena. This year’s Marketing Professional Certification Program, sponsored by Life Services Network, will be held two days (October 14-15) before the Leading Age Conference.

The two day course consists of fifteen modules and the best-selling book, “Inside Advice on Marketing Senior Housing” co-authored by me and Phyllis Thornton. Upon completion of the course, you’ll take an exam to secure certification. The knowledge you will take home will not only substantially increase your sales and occupancy levels, but you’ll also had had the opportunity to network with other seasoned marketing directors from across the country.

Some of the comments we’ve received from past attendees…

“I LOVED IT! Thank you so much. All the marketing professionals should have this certification.”

“Excellent presenter, Christine kept the class interesting the whole two days. Glad I came.”

“I feel this course have been a very worthwhile use of resources.”

“Wonderful subject knowledge and very entertaining! Well worth the investment.”

So, I hope you’ll join me on October 14-15 in Washington, D.C. this year. Whether you’re from Portland, Poughkeepsie, Pittsburgh or Pasadena, this course is a MUST for every senior housing marketing professional. See you October 14^th!

Lemonade from Lemons

2011-08-09T10:05:00.000-07:00

As everyone knows, ever since the 2008 financial meltdown, entrance fee based communities have struggled with occupancy far more than rental communities have. Watching and listening to the recent debt crisis debacle and having just returned to my office from this year’s New York CCRC Summit, it is evident that those communities with Type A life care contracts have perhaps never had a more advantageous opportunity to market the life care guarantee than right now. Entering into a life care agreement is truly one of the wisest strategies to eliminate the fear and unknown today’s senior adults must face. With only twelve life care communities in the entire state of New York, if we embrace this opportunity and market it properly, I predict a surge in sales and move-ins.

Mature Market Media Awards

2011-07-26T13:15:00.000-07:00

We are pleased to announce that this year two of our submitted works for the Mature Market Media Awards earned two bronze awards! Wirthwein Corporation Marketing & Advertising was recognized by the Mature Market Resource Center for our creative talent within the print advertisement and direct mail categories. Although we are always honored to win awards, we are even more pleased to share that both of these lead generating vehicles exceeded our expectations with the tremendous results they produced. Click to visit our website to find out more! http://wirthweincorp.com/conference_news.aspx

Twitter

2011-07-21T08:27:00.000-07:00

Looking for Social Media and Marketing news? We use Twitter to provide the latest news stories and research not only to help educate ourselves but to help educate others too!

To set up a Twitter account is very simple. You create a user login name and password and also provide an e-mail address.

From then on you create your profile by providing the content that you wish to be posted as a sort of introduction to yourself or your business on your twitter page. You also have control over your profile design; get creative if you want!

There are several applications at your disposal to help tweet the content you want such as videos, photos, PDF’s, and more. Research them, and use them to your advantage. Track your tweets; find out who is interested in what you tweet, and tweet more on that content to attract more followers! Be sure to connect your Facebook and Twitter accounts!

There are also external tracking applications so look into those too! Here are a few:

www.Klout.com

www.twittergrader.com

www.tweetstat.com

www.cocomment.com

The difference between Following and Follower

Following is when ‘you’ look at other Twitter profiles and those who you find interesting via their tweets you can choose to ‘follow’ them. By following them you will receive their tweet updates on your profile news feed. Make sure you explore around because there are a lot of interesting tweets flying around out in the Twittersphere!

Follower is some who is doing the ‘following’ for you. They think that what you are tweeting is prime content and they want to be informed about what you tweet and they have chosen to follow you.

Who is on Twitter

There are roughly between 36-56 million active twitter users; http://techland.time.com/2011/04/01/how-many-people-are-really-tweeting/ .

Our advice: if it’s there, use it to the best of your advantage!

Be sure to visit our twitter account at www.twitter.com/ChrisWirthwein to see what we have tweeted and to follow us!