In the field of senior living there has been a so-called list of prohibited words and phrases when it comes to marketing to older adults. Don’t use the word “facility”– it conjures images of a nursing home. Don’t even think about “elderly” as it may imply “frail” when referring to an older population.

When it comes to housing, Continuing Care Retirement Community (CCRC) has been the moniker for campuses that offer independent living, assisted living and skilled nursing.  In today’s world, there is so much talk about active older adults. Perhaps CCRC is no longer an accurate description?  Larry Minnix with the American Association of Homes and Services for the Aging (AAHSA) recently gave a presentation at a gathering of senior living housing professionals and suggested using CCRC may become a thing of the past.  Will the phrase end up joining the list of “don’ts”?  He suggests retirement communities might be referred to as Centers for Healthy Living.

It is an interesting thought. But it also raises questions. Is the public ready to take on yet another phrase relating to older adults? As much as we try, it is still very difficult for the public to get past using the phrase nursing home — even if they’re referring to a CCRC. Think about it, there are lots of folks who still call flight attendants, stewardesses!

I have to admit it is exciting to think about where the future of senior living is headed. As older adults remain more active and involved, perhaps a community with the word “care” in it isn’t appropriate anymore. After all, those 62 and better are, for the most part, just as busy in their everyday lives as the rest of us.

We don’t use facility anymore…is CCRC on its way out? 

One of the ways technology is changing the way we access information is through one-click access via your TV. This exciting technology created by Back Channel Media will allow you to use your TV remote control to click an icon on your TV and have information about that topic sent to your computer Internet portal. 
 
For example, if you are watching a TV show and the characters are vacationing to Capri, an icon may appear that you can click on and then you are opting in to receive more information on Capri via your computer.
 
This technology is launching in Boston and will be available nationwide in the next 3-5 years. It was designed to work with all TV platforms including digital, cable and satellite. And, it is provided FREE to the user.
 
I could see this working for our senior living communities as a source of additional information tied to a television spot or news feature. When a senior living ad/news feature is on the TV, an icon could appear over one of the images in the spot/feature and then a user could click the icon and receive more information via their Internet portal with a link to even more information on the community’s web site.
 
Check it out at:    http://www.youtube.com/watch?v=hFAAIVheQNw  or www.backchannelmedia.com

A recent edition of USA Today carried the headline - “Older, wiser, but less active. Why won’t seniors take the best medicine - exercise?”  The article went on to cite a report issued this year by the National Institute of Aging showing that the physical activity trend for older adults was a flat line from 1997 through 2006. The data, collected in 2006 and released earlier this year, shows 22% of adults age 65 to 74 engaged in regular physical activity.  These figures were 20% for adults age 75 to 84 and 9% for adults age 85 and older. These are roughly the same percentages as the 1997 data. The article points out that this is somewhat at odds with news stories and advertisements portraying “the new breed of fit, vibrant oldsters dancing, tai-chiing and power-walking their way through retirement.”
 
The premise of the article was that simple exercise, such as walking regularly, has tremendous benefits but that seniors are caught in the same culture of inactivity as the population as a whole.  As I read this, I wished they would have surveyed residents of CCRCs.  Time and time again we hear how residents who engaged in very little exercise when living in their own home have become regular patrons of the community’s fitness center.  This is a great reminder of the power of community and the benefit CCRC residents gain by having a staff and facilities to provide a convenient structure. Taking “the best medicine” is a little easier in these environments. This is a powerful message and one that should not be ignored in senior living marketing.

Seniors aren’t blogging or spending time on social networking sites?  Come on!
 
Seniors who were interviewed by the AP said that senior blogs offer many benefits for older adults:

• Senior blogs help older adults keep their minds sharp.
• Senior blogs keep the authors up-to-date on current events.
• Senior blogs are a great way to meet people around the world.
• It’s easy to share life experiences, wisdom, and information through senior blogs.
• In some cases, senior blogs give the authors a bit of fame and recognition for their efforts.
 
Think about how residents in a CCRC could paint a “day-in-the-life” of a community by posting a blog about their daily life.  The right person would need to be selected to share their activities, but this could be a great way to really personalize a web site and draw more interest to a senior living community by bringing users back again and again to read the blog.

Check out some of these senior blogs to see what seniors are doing online…

http://seniorwriter.blogspot.com/
http://www.timegoesby.net/
http://mymomsblog.blogspot.com/