What potential residents should know - Assisted Living Review

Nursing Homes, Nov, 2002 by Barbara Shoemaker

As assisted living continues to grow as a key player in the long-term care market, it is receiving increased scrutiny from consumer advocates, regulators, insurance firms and potential customers. In line with this, the importance of full disclosure by assisted living marketing professionals was underscored by a 1999 U.S. General Accounting Office (GAO) report. In hearings following release of the report, the Senate Special Committee on Aging praised the industry but strongly reinforced the importance of ensuring full disclosure to the consumer.

Unlike many marketing professionals, those in assisted living face a challenge that goes beyond explaining a "product" and making a sale. They are charged with educating the public about assisted living but, even more importantly, playing a critical role in helping families decide if the assisted living option is the correct one for them.

What is involved in "full disclosure"? It involves information that falls into two key areas: explanation of the assisted living option overall and critical information regarding fees, services and policies.

Many prospective residents and their families are unaware of the diversity of options offered by assisted living providers. It is up to the marketing professional to educate them about the guiding principles of choice, dignity and independence that will shape the potential resident's experience in assisted living. For example, families often assume, erroneously, that when their loved ones move into assisted living, the facility will guarantee their safety. The marketer has to let the family know what is realistic, including the reality that a frail senior, whether in assisted living or living at home, can be subject to falls or other physical challenges associated with aging. Having this conversation early on in the relationship with a family is a critical part of the facility's risk-management program. When families understand what assisted living can and cannot do, they are more likely to work with the facility to identify ways to minimize risks to their loved ones.

Using clear examples of how choice, dignity and independence are reflected in residents' day-to-day lives helps ensure that the potential resident and family understand the concept of "negotiated risk." All parties need to understand that the resident's choices can have an impact on his or her wellbeing. An example might be a resident who has mild allergies to eggs but prefers to have scrambled eggs on Saturday morning. His choice is to have the eggs and suffer the consequences of a stuffy nose the next day. The resident and his family must understand that this extra element of "risk" is his trade-off for maintaining choice and dignity.

Part of the "negotiation" involves explaining how care managers will interact with the resident and family to make sure care is optimized and that all concerned will be kept aware of the resident's condition and care requirements. The basic point is that assisted living relies on a three-way partnership between the family, the resident and the assisted living provider.

It's important for marketing professionals to establish a good rapport with prospective residents and their families, first by listening to their particular concerns and requirements, and then by ensuring that they receive the information they need to make an informed decision about the community and its services. While it is vital to present specific information such as this, there are also important general points to cover with everyone, including:

* Rate structure, community fees, entrance fees, deposits and the availability of any public assistance programs to pay for all or a portion of costs.

* The fact that rate increases might occur based on increased care requirements. The facility's policies for giving advance written notification of increases should be spelled out.

* Services included in the basic rate (including recreational and other activities).

* Services available for incremental charges.

* Types of units available (studio, one-bedroom, etc.) and amenities (cable hookup, microwave oven, emergency response system, etc.).

* Move-out or discharge criteria, with examples of conditions that might necessitate transfer out of the facility.

* Daily staffing patterns, including those that apply to weekends.

* Medication management policies.

* Safety features of the residence.

* Grievance procedures.

The Benefits of Full Disclosure

The benefits of full disclosure, as described above, can be summarized by three key points:

1. Full disclosure demonstrates that you have nothing to hide. Consumers are making a critical life choice. Your willingness to provide complete information is important in building a foundation of trust.

2. No one likes surprises. Full disclosure ensures that customers know what to expect and that they receive the services they want. This will help ensure greater resident satisfaction and longer stays in your community.

3. Establishing a dialogue that leads to negotiated risk agreement builds the foundation for effective risk management for each resident. The open dialogue about the realities of caring for a frail population helps family members understand the inherent risks, enabling them to work collaboratively with you to minimize those risks and minimize incidents giving rise to liability claims.