Hello Missouri Members!  I’m writing in the afterglow of LeadingAge’s Annual Meeting.  More than 6,500 committed colleagues from across the U.S. gathered in Boston for remarkable learning, inspiration, peer recognition, and fellowship.  The conference – and multiple convenings within it – advanced our field.  Fueling my conference afterglow is pride in 139 Missourians attending.  Among them were team members from EverTrue and Friendship Village, invited to share insight and innovation.  Their session presentations shape my mid-November Perspective.

Now our nation’s 12^th largest non-profit aging services provider, EverTrue is deservedly proud of its 165-year legacy of caring for older adults.  But its legacy didn’t prevent EverTrue from transforming to serve future generations of older adults the way they want to be served.  

Four team members shared how EverTrue expanded its housing options and in-home services to serve a broader demographic, implemented innovative service models, diversified revenue, adjusted its residential mix, embraced new technology, and adopted systems that manage data more efficiently – all to better serve Baby Boomers and beyond.  The EverTrue repositioning work (including changing its name from Lutheran Senior Services!) provided content for its presentation, “Keep Your Brand Fresh While Preserving What Sets You Apart.”

EverTrue’s brand embraces its long history and the inherent benefits of it – benefits like trustworthiness and stability from long commitment to mission; deep community roots yielding marketplace familiarity; and organizational experience that allows resilience and  responsiveness to change.  Conversely, the presenters cautioned providers against legacy complacency, slow reaction to change, an “always done it this way” mentality, and acceptance of outdated physical spaces or operational systems.  EverTrue emphasized that an organization’s successful reinvention demands thoughtful balancing of heritage with innovation.

EverTrue reminded the audience that Baby Boomers want to control the next chapter of their lives – demanding independence and the ability to live life on their own terms.  This means a growing number of Boomers will age-in-place with in-home services.  But many also desire all-in-one comprehensive aging services from a caring expert to thrive as long as possible.  And, of course, tech savvy Boomers want access and connection to support their lifestyle.  To accommodate this growing customer segment, EverTrue created “Life According to You.”

The tip of the Baby Boom iceberg is upon us.  Already, senior community occupancy is rising and wait lists are forming.  To bridge a gap between community prospects who say “I’m not ready” and others who say “I wish I’d have moved in sooner”, and to creatively capture revenue streams from its waiting lists, Friendship Village established three programs that are increasing prospect and future resident loyalty, shortening the sales cycle, and growing ancillary support services.

• “Life Care at Home” members pay a fee to fully participate in Friendship Village’s social opportunities, amenities, programs, & clubs while they continue to live off campus.  “At home” members also secure highest priority on the waitlist and a guarantee of Life Care insurance benefits.  
• “Early Advantage” members gain similar community access, benefits, and privileges and 2^nd tier waitlist prioritization, but no Life Care insurance.  
• The third program is “Senior Concierge,” which delivers a mobile app designed to serve prospects living in their own homes with family check-ins, exclusive event and activity offers, and an on-call team that can coordinate home health and care services.

The Friendship Village presenters explained how its new programs deepen relationships with current and future customers while simultaneously capturing significant new revenue.  The session audience reacted positively to the innovations.  Accordingly, LA MO is exploring options to have Friendship Village repeat the presentation for our members.  Watch for this and other terrific education and training opportunities here on the LA MO website.

This is the last Missouri Messenger before Thanksgiving.  On behalf of the LeadingAge Missouri staff, I wish all members a wonderful holiday.  We appreciate your membership in our association and all you do to enhance the lives of older Missourians in your care.   Many of you will work on Thanksgiving Day so that your residents are safe and can enjoy the holiday with family and friends.   At Thanksgiving – and indeed every day – thank you for the sacrifices you make and the loving care and service you provide to residents and the support you offer the field of senior living and healthcare.

Yours in service,