Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.
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50 2015 ASHA 50 59 2015 informed decision. There has to be a better way. The idea of educating con- sumers about seniors housing has been on the industry wish list for years. Informed consumers would understand the benefts of community living. They would know the differences among the various housing options. And they could plan ahead before a crisis hits. That dream is now becom- ing a reality as the American Seniors Housing Association (ASHA) embarks on a com- prehensive consumer education pro- gram. Key elements include a robust seniors housing website, along with a social media and public relations campaign. A January 2016 launch is planned for the website, which will be rolled out in phases. "The cornerstone of the pro- gram is the website," says David Schless, president of ASHA, based in Washington, D.C. "The goal is to create something incredibly useful to seniors and their families." The website will not be promo- tional in nature, Schless empha- sizes, but will instead offer objec- tive information about seniors housing. The information will be backed by research from outside experts. Embracing a general theme of "Living Longer Better," the website will make extensive use of video content. Videos will give consum- ers a good look into what commu- nities are really like by showcasing residents, families and staffers. "We are building a digital platform that will rise above all the other infor- mation sources," says Schless. Consumer education frst In 2014, ASHA embarked on a major strategic planning process with input from various commit- tees comprised of ASHA members. The yearlong effort resulted in a strategic plan with fve goals: advocacy, research, leadership, meeting structure, and con- sumer education and industry promotion. "It was a healthy and energizing pro- cess," says Schless. Consumer edu- cation and industry promotion topped the priority list. ASHA members felt strongly that there was a need to inform consumers and dis- pel myths about senior living. Seniors housing has long struggled to fll an infor- mation gap that has dogged the industry. A 2013 ASHA study showed that 30 percent of people aged 70 and older were unaware of indepen- dent living communities in their area. What's more, the penetra- tion rate — the percentage of elderly persons age 75 or older living in seniors housing — varies widely nationwide. For example, the penetration rate in New York City is less than 5 percent, but 22 percent in Portland, Ore. Many seniors and their families also hold the notion that remaining in a longtime private residence is always the best option. Consumer advocacy groups have cham- pioned this position, too. "The industry has been talking about doing something about this "We wanted to motivate consumers to learn more about senior living," says Jim Bowe, principal of GlenAire HealthCare LLC. "We want to allow people to make an informed choice, and the website will become a resource to help people make that decision," says Ken Curnes, senior vice president of consulting for GlynnDevins. To learn more visit www.nicmap.org Advancing Seniors Housing Transparency through 10 Years of Time-Series Data Coming in 2016 - expansion to 140 markets and Actual Rents! For 10 years, NIC has tracked quarterly market fundamentals data at the local market level.