The PBS news show goes after assisted living and Emeritus, my thoughts ahead of the program.
Tomorrow night the PBS show, FRONTLINE takes a frontal shot at assisted living with a special focus on Emeritus Senior Living in a show titled “Life and Death in Assisted Living”.
Along with the TV story there will be a five part print/web story that will be made available to newspapers for national publication. Part One: Life and Death In Assisted Living: The Emerald City is already up.
Additional Links Leading Age: July 30: PBS Frontline Will Air Program on Assisted Living How “Life and Death in Assisted Living” Was Reported Forbes – Don’t Miss PBS’ Assisted Living Exposé The Fiscal Times – Abuse and Neglect in Assisted Living Facilities ‘Frontline’ airing documentary over death at Ridgeland facility The Seattle Times – Documentary blasts Emeritus over dementia care
The Forbes article starts with this quote:
“If you’re considering moving your parent into an assisted living facility or your mom or dad is one of the roughly 750,000 Americans already living in one, I implore you to watch Frontline’s powerful exposé . . .”
This story is a terrible thing for the assisted living and senior care industry. I am particularly disappointed by the LeadingAge response (above), because it more or less throws the for-profit segment of the industry under the bus. In a very real sense LeadingAge is attempting to tell the world that this couldn’t happen in a not-for-profit senior community. Something that is simply not true.
So what will this story do . . .
- It will hurt the whole assisted living industry, making people think twice about moving into assisted living.
- It will make many seniors who already live in assisted living more fearful, more uncertain and more worried.
- It will add more guilt to the families of those who have loved ones in assisted living.
- It will give FRONTLINE a big ratings jump, which is what this is all about.
I talked to Mary Beth Dagg at Emeritus. She said they have known it was coming a number of months. She said they have done all they can to tell their side of the story with great transparency and candor. In response to the story they have launched a new website titled Emeritus Facts, that right now addresses the story as they understand it and will be updated as needed after the story airs.
I also reached out to ALFA (Assisted Living Federation of America) and they sent me the results of the 2013 Assisted Living Resident Satisfaction Survey, that has incredibly positive results. They will issue a response after the story airs.
More reflections after the show airs tomorrow night. But going into it some questions:
- Do you think this is a big deal?
- Do you think it will hurt the industry?
- Do you see any silver linings in this story?
Steve Moran
If you like this story it would be a great honor to me if you would subscribe to our email list.
Don’t miss a single issue of Senior Housing Forum, subscribe today. It is free! We do not sell or share your contact information. The posts are practical and never too long.
Go to the main page of Senior Housing Forum and on the top you will see a link to our subscription sign-up page. You will receive notification when a new article is posted. You can unsubscribe at any time.
Finally: If you know anyone who is looking at emergency call systems I would appreciate the opportunity to talk with them about Vigil Health Solutions.
From LinkedIn Groups
I am shocked! PBS is biased. I can’t imagine, but won’t waste my time watching another hatchet job on the LTC industry. The industry is in need of new paradigms not media attacks by zealots with an agenda. It’s time we focused on solutions rather than blame games launched by people with little or no idea of industry realities.
By G. Richard ‘Dick’ Ambrosius
From LinkedIn Groups
I heard a brief preview on NPR yesterday. I’ve worked in Assisted Living for years, and am now an Administrator of a 450 bed ALF with three levels of care. I am not happy with sensationalist reporting (as with the Miami Herald series a couple of years ago) but this exposé is well done and quite well researched.
There are companies out there who do cut corners and end up jeopardizing care. Unfortunately, they are the ones who get the attention and not those of us who diligently work every hour of every day to insure excellent care that is in compliance with all regulations.
By Edith Gendron
The bigger problem is that our world is not fixing dementia problems when it is a bacterial problem and antibiotics can fix without any suffering. Just watch “UNDER OUR SKIN” You can purchase online I believe and it will awaken your eyes to the bigger coverup. Please don’t wait when so many families are suffering. It’s horrible.
Brains from I believe Harvard brain bank from autopsies or studies are explained on the tape that each was tested and all had the bacteria from Lyme Disease which causes dementia and Alzheimer symptoms. The disease in millions of people is being covered up and many many people within the crisis of the baby boomers are being taken out early with dementia. Very very sad and horrible. When are we going to wake up and realize that the people deciding our ethical rights are not always looking for our best interests.
From LinkedIn Groups
AARP has been throwing the Long Term Care industry under the bus for decades. We need to have our associations be able to speak for us to counter the half truths put forth by people who only have an interest in ratings.
By Leslie Curtin RN CDONA/LTC, BA
From LinkedIn Groups
Thank you for this update, Steve.
Do you have any idea what time PBS will broadcast this Bash?
Thanks so much for sharing!
By AMY ASHWORTH
Thanks Steve for very informative and timely information! I see a silver lining for assisted living communities that have longevity of staff and a stable ownership who visit the community regularly. It will be up to those in marketing to educate the customer. They have no idea that assisted living was really designed as a social model. Some assisted livings evolved into a medical model. I can’t believe that some communities don’t assess their ability to care for each new resident. Residents should always be #1!
I found the program very biased. Well researched, very sad stories, but biased toward a medical model. Since the only other option presented was nursing homes, the next documentary ought to be on that model. They’ll find the same issues – low expectations of staff, understaffing, no training. I think the program does a disservice to the organizations in this industry (for-profit as well as not-for-profit) who run great communities, require well trained staff, and provide excellent resident care.
It is no secret that the CCRC/AL industry has done a “less than stellar” job of marketing and selling their image. As one who specializes in corporate Story-Selling and emotional-based messaging, I’m constantly amazed that this industry has not discovered the simple truth: No one bases major decisions on logic or lists of benefits. We make decisions based on emotion, then justify our decision with logic!!!
As such, very few CCRC/AL organizations have been able to differentiate themselves … much less ensure their “story” stands above the noise, negative connotations, and damaging news stories such as the Frontline story.
Perceived uniqueness and positive press are a direct result of emotional-based messaging using the Science of Influence, Persuasive Presentation Skills, and “The Art of the Story”. There will always be stories exposing “bad apples” within any industry. You just need to make sure your public image and dynamic story-telling processes are in-place beforehand.
If you are a leader within the CCRC/AL marketplace, you need to be proactive in getting your message and USP across to your potential markets. Being reactive (as opposed to proactive) only wastes time, effort, and and valuable resources … and it makes you appear guilty.
Just remember this; Persuasion is not getting people to take an action- it is about getting people to believe the action you want them to take is their own idea.
One final thought … this Frontline story would never have become a “story” if the CCRC/ALF industry would better regulate itself. Self regulation is always preferable to government intervention and mass-media grandstanding.
After all is said and done, CCRC/AL organizations need to stop chasing clients and start CREATING CHEERLEADERS! The one question you need to ask yourself is; “Are our stories creating cheerleaders and developing disciples?”
If not, you will always be vulnerable to “bad press” and rumor-mongers! AND, I’ll be interested in hearing what YOU think.
Regards – Matt Rixx