By Steve Moran
We need to be more aggressive about positioning senior living.
Imagine that we pushed the envelope and did side-by-side comparisons between living at home and living in a senior living community.
Here are some ideas …
Story 1
Scene 1: Age 75 at home
A woman gets up in the morning at home and shuffles into the kitchen. She looks in the refrigerator and finds an almost empty carton of milk and some moldy bread and an empty butter dish.
Scene 2: Age 75 in senior living
A woman wakes up in her room just as a senior living team member walks in with a full healthy breakfast of coffee, orange juice, and an omelet.
Tagline: It’s your choice.
Story 2
Scene 1: Age 78 at home
A man in rumpled clothes wanders into his dark and dated living room, turns on the TV, and starts watching reruns of I Love Lucy.
Scene 2: Age 78 in senior living
A sharply dressed man sits down to play dominos with a group of friends.
Tagline: It’s your choice.
Story 3
Scene 1: Age 82 at home
An older person precariously makes their way to a poorly lighted bathroom in the middle of the night. They stumble and fall; they struggle to get up. A clock ticks down, and daylight comes. They remain stuck on the floor.
Scene 2: Age 82 in senior living
An older person wakes up in the middle of the night, pushes a button for help. Immediately a caregiver appears, helps the person to the bathroom, then back to bed. A clock ticks down to daylight, and that person is out of bed, ready to take on the day.
Tagline: It’s your choice.
I dream of us really positioning ourselves as the choice that will give older people the best life. There is one caveat to this whole concept:
IT HAS TO BE TRUE!
We have to be able to deliver on the promise.
