New Survey Results Show Senior Living Providers Can Successfully Compete in the Home Care Arena
(OMAHA, Neb.) —The HomeCare Advocacy Network (HCAN) today released new survey results that indicate senior living providers can successfully compete with traditional home care companies.
“Our survey confirmed what we’ve long believed – if senior living providers aren’t offering in-home services, they’re missing an incredible opportunity,” said Mark Goetz, president and CEO of HCAN. “COVID-19 really laid bare the need for in-home care – families not only want it, they expect it. With more than10,000 people turning 65 every day, there’s never better time for senior living providers to jump in to the home care arena and start meeting the growing demand.”
Conducted by HCAN, the online survey polled more than 200 women age 45+ – typically the primary decision-makers when it comes to caring for aging loved ones. Released at the Senior Living 100 conference in Miami, Florida, the results show:
- More than 95% of respondents said they would be somewhat or very interested in home care services offered by a respected, local senior care community – prior to moving into the community.
- Nearly 50% of respondents said they would likely engage a respected senior care community to provide in-home services over other options, including Home Instead (24%), Right at Home (15%) and Senior Helpers (11%).
- More than 85% of respondents said if a senior care community is already providing an aging loved one with in-home care, it would positively impact the decision to eventually move them into that community.
While the opportunity is there, Goetz said senior living providers have historically struggled with in-home service delivery.
“While there are many synergies between community care and home care, they’re really very different,” he said. “To be successful, providers shouldn’t view home care as simply an extension of their current business. They need to structure it like a new business – one that’s separate from, but complementary to, their current service offerings.”
The HCAN business format franchise partnership is designed to help providers take advantage of the traditional hoe care model that’s proven to be successful. HCAN experts provide the training, structure and system support needed to help providers successfully add in-home services to their business, while keeping their brand at the forefront.
Goetz, who previously served as vice president of Home and Community based services as Asbury Communities, said the survey results indicate the provider’s brand is very important.
“When a senior living community provides off-campus in-home services, it’s a game-changer,” he said. “We know the decision-makers, adult daughters and sons, typically call a local senior care community first when their mom or dad need a little extra help. Because of that, we believe they can successfully compete for in-home business on and off their campus. They will have the ability to establish relationships with families early on in their senior care journey – paving the way for eventual transition into their community.That will shift the market significantly.