During the month of October, the Retirement DYNAMICS blog will examine the followings aspects of fitness and wellness:
- Market strategies focusing on wellness for two different generational groups
- Best practices in wellness
- Benefits of a wellness program for the resident and the organization
WELLNESS AND FITNESS –PROGRAMS WITH BROAD APPEAL
The independent living resident’s average age at entry to a senior community is extremely close to that of the assisted living resident, so marketing efforts may have the greatest results if they address two generational groups: the Silent Generation as current consumers and the Baby Boomers both as influencers of the Silents and residents of the future. Among the myriad of services and amenities offered by senior living communities, it is the wellness and fitness programs that appeal to these groups equally – and may influence Boomers to move at a younger age.
The Silent Generation, born between 1930 and 1945 and currently ages 71 to 86, are prime candidates for residency now. Baby Boomers, born between 1946 and 1964 and currently ages 52 to 70, are likely to delay their entry into a senior living community; some may choose an active adult community as a stepping stone to organizations that offer additional care levels. In developing, promoting and marketing a strong wellness program, a community is able to attract the constituents of the Silent Generation while creating a vital image that appeals to the Boomers today or in the future. Although the concept of fitness and wellness appeal to both of these groups, our messaging about wellness can be subtly distinct for each one.
A strong wellness program is advantageous not only to the marketing department who is attempting to attract new residents, a wellness program can prove beneficial to both existing residents and staff of the community as well. With multiple benefits and few disadvantages, why would a community NOT invest in this important program? Read the October blogs to discover the “why’s” and “how’s” of building an engaging wellness program.
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About the Author
Patty Scotten is a consultant with Retirement DYNAMICS® and serves as their marketing manager. Patty has over twenty five years’ experience in the senior living industry and has led several communities in preselling expansions or increasing occupancy levels. She graduated from Elon University and holds a Masters Degree from University of North Carolina at Chapel Hill. Patty is licensed as both an assisted living and nursing home administrator.