MORE TAKEAWAYS FROM POPULAR SESSIONS MAKING THE MOVE TO
LIABILITY MITIGATION STRATEGIES FOR THE NEW
NORMAL Operations | Sponsored by Legacy Healthcare Services
“There is a patchwork of different types of protections that are out there on the state side. This drives the importance of any time you get a COVID-19 claim, working…to make sure you understand what potential defenses and protections could be available, depending on the jurisdiction and venue under which the claim is brought.”
—Tara J. Clayton, JD, senior claims consultant, Willis Towers Watson
ARE WE REACHING OLDER AMERICANS AS EMPLOYEES AS
WELL AS RESIDENTS? Workforce Development | Sponsored by OnShift
“First, we can think about talent acquisition just like your marketing organization would look at prospect or sales demographics, we need to look at the demographics around our communities. What are the messages that will attract different audiences? And then, consider not just the messages, but the channels that will reach older workers. You don’t have to spend large amounts of advertising dollars. In fact, I would encourage you to look around your communities for opportunities, such as senior centers…Another strategy is to think about the messages that will resonate with that particular population. What might resonate with an older worker is very clear: They want an opportunity to make a difference. In the next few years we're going to have to think about what work looks like. And what I mean by that is to look at schedules, looking at benefits we offer. Because as our population shifts, what we offer is going to have to be differentiated in some way. As the largest proportion of the employee population is older, what we considered as traditional benefits may not be as important.”
—Judy Whitcomb, SPHR SHRM-SCP,
SVP human resources, learning and organizational development, Vi Living
OMNICHANNEL MARKETING Sales & Marketing | Sponsored by Sherpa
“Omnichannel is not just what we do in sales and marketing, it’s the experience itself in the community. The prospect has to be at the center of the experience, whether that’s at the center of your ad, your website, or even at the experience at the building level. And right now, our prospects have different questions than they did a year ago. We look different than we did a year ago. What we found was our website and collateral was a lot different that what the experience looked like when they got to the building. There was a disconnect.…We decided to match the users’ experience. When you go to our website, you’ll see images of residents and associates wearing masks, talking about why masks are important, that what we do matters.
But our core function has not changed.” —Lacy Jungman, VP of sales & marketing, Heritage Communities
PERSON-CENTERED
MEMORY CARE Wellness & Clinical Care | Sponsored by ValueMed by PharMerica
“For LGBTQ older adults with memory loss, know that cognitive impairment does not take away their lifelong identity or their desire to be accepted as they are. It’s up to us—educating ourselves about person-centered care is also a charge to educate ourselves about what an LGBTQ older adult has experienced and what their challenges and needs are. This is the first step toward creating that environment of acceptance and helping to demarginalize them
in the community.” —Kelly Focht MSW, senior director, memory care, Spectrum Retirement Communities LLC
THANK YOU TO OUR ELITE SPONSORS
NOVEMBER/DECEMBER 2020
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