Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.
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AS H A 2016 ASHA 50 63 2016 By Jane Adler The word is spreading. Last April, a television news story on senior living ran on WNYT, Channel 13, in Albany, N.Y. The four-minute piece included an interview with Adam DeSan- tis, director of seniors housing man- agement at Summit Senior Living, who discussed "Where You Live Matters," the consumer education initiative and website that was launched in January by the Amer- ican Seniors Housing Association (ASHA). During the interview, DeSantis described the benefits of senior living and the impor- tance of consumer education. He remarked that people who tour a senior living com- munity are often surprised that it in no way resembles the old-fashioned nursing home they expected. "Education is the first step," DeSantis said in the television interview. The importance of consumer education was the catalyst for the "Where You Live Matters" campaign — an outgrowth of a sweeping strategic initiative undertaken by ASHA in 2014. The key element of the edu- cation campaign is the consumer website, whereyoulivematters.org. With the website up and running, ASHA is currently working to broaden its expo- sure. The consumer education program is also being promoted on social media sites such as Facebook and Twitter, and through outreach to traditional media outlets. Use the website as a sales tool ASHA is also encouraging its members to get involved. Senior living owners and operators can link to the website, utilize the content as a sales tool, and refer consumers to the website as a resource. "The response to the website has been universally positive," says David Schless, president of ASHA. "This is an opportunity for the industry to significantly increase the number of people who benefit from a senior living community." The "Where You Live Matters" con- sumer education initiative aims to encour- age seniors and their families to be proac- tive in their decisions about senior living arrangements. Research shows that only 10.2 percent of households age 75 or older live in independent living, assisted living or memory care communities. "We are really serving only a small sliver of the senior population," notes Schless. "We can expand the number of people who The 'Wikipedia' of senior living ASHA's new consumer website gains traction as a comprehensive approach to educating elders and their families about seniors housing The home page of the website whereyoulivematters.org features rich video content to engage and educate consumers. Videos . . . 'give people a chance to see and hear real seniors and their families.' — Jim Bowe chair, ASHA consumer education initiative; principal, GlenAire HealthCare