3Scape Systems is 3D immersive video therapy that helps ease levels of depression and anxiety. Brookdale South Regal residents watch one of 3Scape’s existing films so they can provide suggestions on additional content they’d like to see.


OPERATIONAL EXCELLENCE Company: Brookdale Program: Entrepreneur in Residence


Brookdale’s Entrepreneur in Residence pro- gram invites entrepreneurs developing prod- ucts and services for seniors to move into a Brookdale community for a five-day residency. During the residency the entrepreneurs par- ticipate fully in community life–they eat meals, play games, attend events, and build strong relationships with fellow residents. In addition, the Brookdale team helps the entrepreneurs design formal opportunities to receive feed- back from residents. These can include focus groups, product demonstrations, or conversa- tions around the community. A growing number of entrepreneurs are


interested in building solutions for seniors and their families. “People 80 and above are the fastest growing population in the coun- try, but for too long we’ve been designing products for everyone but this population,” says Andrew Smith, director of strategy and innovation at Brookdale. “There’s a huge op- portunity to enhance seniors’ lives with new technologies, services, and products.”


Smith says the Entrepreneur in Residence


program allows entrepreneurs to connect with seniors on a level that is hard to duplicate any other way. It would be challenging for entre- preneurs to assemble a focus group of seniors who may be experiencing various physical and cognitive impairments, and to involve them in the product design process. “We launched the Entrepreneur in Residence program to address these challenges directly,” Smith says. “It allows innovators to better understand this population and gives them a mechanism to design with seniors, not for seniors.” Brookdale residents are enthusiastic about


the opportunity to give feedback on products and services that could help improve their own lives and the lives of seniors outside their communities. “The residents absolutely love it,” Smith says. “They love the opportunity to learn about new technology and to con- tribute to the process. They love the energy and passion these entrepreneurs bring to their work and they cherish the opportunity to help someone young and passionate be successful.” The program unlocks an inno- vative spirit within the community, inspiring community associates and residents alike. Participating entrepreneurs have report- ed that the deep immersion in resident life-


styles has given them unparalleled insight into seniors’ needs as well as allowing for more thorough feedback than they could receive by any other method. Completed Entrepreneur in Residence


programs have focused on a wide range of products, including a full body dryer, adap- tive clothing, family engagement software applications, smart wearables, 3D movies, virtual reality, and more. Thanks in part to media coverage, inter-


est in the program has grown tremendously. Brookdale expects to expand the number of residencies in 2017 to at least one per month. The company is exploring the possibility of long-term residencies with large, national partners seeking to design products and ser- vices with residents. The program also provides Brookdale the


opportunity to experience new technologies quickly and inexpensively, while understand- ing more about what residents want and need from those products. Although the intention of the program to help develop new products and services for the senior population at large, Brookdale is currently reviewing the possibil- ity of implementing pilot programs featuring some of the innovations introduced through the Entrepreneur in Residence program.


ISSUE 2 2017 / ARGENTUM.ORG 31


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