This article is sponsored by Sentrics and is based on a dynamic discussion between Robin Bowing, VP of Marketing, and Brian McWade, Chief Product Officer at Sentrics, during the SHN Sales and Marketing Conference on February 19, 2025.
Transforming Senior Living Through Technology
Senior Housing News dives into the ever-evolving landscape of senior living, where the demands of residents are shifting dramatically. This discussion focuses on the essential services and products senior living communities must provide to adapt to modern expectations. By leveraging advanced technology, we can reshape the perception of today’s seniors, enhancing **census** and **retention rates**.
Insights from Industry Experts
Brian McWade: While we won’t spotlight Sentrics’ specific offerings today, it’s crucial to outline our background for context. Over the last five years, Sentrics has strategically acquired seven technology companies specializing in senior living, giving us a footprint in 7,500 communities nationwide—equating to approximately **one in four senior living communities** in the country.
What sets our technology apart is its presence in **every resident’s unit**, rather than being limited to staff operations. As a result, we interact with millions of residents and their families each day. Today’s conversation aims to share insights gleaned from this extensive dataset: What trends are emerging? How are resident needs evolving?
Breaking Down Stigmas in Senior Living
Robin Bowing: Let’s address what I consider “dirty words” in senior living. According to Webster’s Dictionary, these are terms often seen as disagreeable or unpopular in a particular context. Indeed, many of us can agree that negative stigmas surround senior living. Words like **old, frail, sick**, or **medicated** spring to mind.
Regrettably, much of our marketing propagation still clings to this outdated portrayal of seniors. How often do we see web content that features residents **using walkers and canes** or simply sitting idly?
It’s time to flip the script. Today’s seniors are more active than ever before! For example, our SKIY campaign on LinkedIn showcases vibrant seniors engaging in fun activities, all illustrated in bright, eye-catching colors.
Celebrating the Modern Senior
Consider inspiring figures like Angela Bassett (66) and Diane Keaton (79) or an everyday marathon runner like a 61-year-old. It’s easy to dismiss the latter by thinking, *“They have wealth, trainers, and resources,”* yet many ordinary seniors embody this zest for life.
Take Beth Olsson, who embraced triathlons at 60, and Jenny Scott, who began cycling at 64—these individuals **defy age norms**! Richard (84) and Beth (76), residents at Town Village Crossing, even organized a **skydiving event** for their adventurous spirits. This initiative was not only thrilling but also garnered media attention, proving that **age should never limit adventure**.
Redefining Marketing Approaches
To grow our census and maintain resident engagement, we must **revamp our marketing strategies**. It is essential to stop depicting seniors merely as frail or dependent beings. Instead, let’s portray **active, vibrant seniors** who embrace life with enthusiasm, setting our communities apart from competitors.
Understanding the Modern Senior Demographic
What characterizes today’s modern senior? They are tech-savvy, adept at using cell phones, **FaceTime**, emails, and streaming services like **Netflix** and **Hulu**. They expect these technological advancements to be readily available upon moving into a community.
Consider the perspective of Renee Burry, who thrives on staying busy, or my own mother, Mama Joy, who at 85 continues to walk two miles daily. Her desire for engagement manifests in her active role in family life, frequently reorganizing my kitchen during her visits.
Anticipating Future Challenges and Opportunities
McWade: Having dedicated 15 years to the senior living sector, I’ve observed firsthand how the boomer generation reshapes the landscape. A staggering **10,000 people turn 65 every day**, yet only **18% of seniors** were using smart devices a decade ago, with many communities lacking technology infrastructure.
As we approach 2030, a potential shortfall of nearly **1 million housing units** could trigger higher prices and staffing challenges, amplifying the demand for distinct communities.
Navigating Change in the Industry
Historically, society divides life into three stages:
- 0-30: Learning and cognitive development
- 30-60: Work and responsibility
- 60+: Reflection and retirement
However, boomers are breaking these stereotypes, viewing their third age as an opportunity for exploration, adventure, and contribution rather than mere retirement.
Expectations in Senior Living: More Than Just Basic Amenities
Think about your hotel experiences: imagine checking in and finding outdated amenities, such as limited TV options. These seemingly minor annoyances heavily influence your overall experience. Now, it’s vital to reflect on what it must be like for seniors moving into a community where outdated cable and minimal technology reign supreme.
At Sentrics, we leverage data from resident engagement, safety systems, and interactions to enhance both **retention** and **satisfaction**. With nearly 8,000 communities in our scope, we can benchmark performance against regional competitors, assisting communities in standing out in an increasingly crowded marketplace.
Creating the Communities Seniors Want
Bowing: To secure the future, it’s imperative that we adapt to the changing landscape. Ask yourself: would you want your loved ones living in your community? Is it engaging, modern, and fulfilling? Take a step back and evaluate your community—**check the Wi-Fi, website, and technology**. If it doesn’t meet your standards for your parents, it’s time for significant changes.
Sentrics proudly serves over 7,500 communities, providing cutting-edge technology solutions tailored for the senior living sector. Our comprehensive platform enhances resident engagement, staff productivity, and life safety, all catered explicitly to the unique needs of senior living operators. To discover more, visit Sentrics.
