Insights from a group of Ann Arbor Marketers that will help you and your business #MOVEahead.

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MOVE Communications is doing something different to bring together Ann Arbor and Detroit.

I grew up in Detroit and went to grad school in Ann Arbor at U of M. That’s where I met my wife, Carol, and we ended up raising our family. So I have roots in both places. More recently, some of our family members have been living and working in Detroit, and it seemed like a natural to reach out and bring people from both places together. So we're creating an event through our company to make that happen. We call it #MoveAhead.

It’s based on a core belief at MOVE Communications, that everyone should be able to move ahead in their life and their work. To express this we're shooting a video based on the idea of the “first follower.” The video story goes like this:

“There's a man dancing, wildly, in a park. On his own, he looks like a crazy person… until someone joins in. Suddenly, the dancing man doesn't look so crazy anymore. And then it catches on—as the thing to do. More join in, each adding their touch, as they come together. That's a movement.

Start yours.

You've got the moves. Let us help you grow your movement. #MOVEahead.”

Well, we needed a crowd for the last scene—because moving ahead really means doing it together. So we're inviting everyone to come to Roosevelt Park in historic downtown Detroit at 6 PM, Thursday, July 20. They'll first enjoy a free, delicious meal from Cordwood Barbecue, live music from the Daylites, and then choreographer Gina Danene Thompson, break dancer Maurice Archer, and director Jim Pinard will lead our crowd of 100 to 200 people to start moving together. As a group in motion, we'll be creating the end shot of the video where the drone camera pulls up to see all the people with the city of Detroit in the background.

We decided to shoot the video in Roosevelt Park near the former Michigan Central train station because it sets us in the Corktown neighborhood and gives a great opportunity for people from the neighborhood to join us along with others from Detroit and Ann Arbor.

No one can really go it alone. And we're all aware of how many barriers get put up between people that prevent us from moving ahead together. This event is one small expression of getting us to move together, and just maybe will create a small ripple effect for good.

We hope you can join us. #MOVEahead

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The Power of Purpose: Advancing Senior Care through Knowledge and Advocacy

Do you know who your state representative and senator are—not federal, but state?

Do you know how many votes it takes in Michigan for a bill to pass in the senate? In the house?

Is Michigan’s legislative body called a congress or a legislature?

These were all questions posed to me and about 400 attendees recently at the beginning of the LeadingAge of Michigan annual conference. Why these questions…especially at a conference focused on helping non-profit continuing care retirement communities (CCRCs) and in-home service providers address the needs of seniors?

Because they showed us that, to best serve our senior citizens, we need to advocate on their behalf.

1. Become an influencer.

Our work as professionals in this industry requires that we find ways to advocate for the specific health and wellness needs of seniors. To do that we need to be aware of the issues in local and state government and how to make connection with those representing us. When these questions were asked of the room, the majority of us, to our chagrin, did not know the answers. Our civic involvement was discovered to be lacking, both as individuals and as organizations. Low involvement means low influence.

2. Know your stuff.

These questions were not the only questions posed at the conference. Great interaction regarding policy, employee engagement, stress management, training, infrastructure, finance, future trends and marketing were posed at the general sessions as well as in some 30 workshops.

3. Don’t get too comfortable.

Timothy Skubick was our gadfly in the opening session on Monday. With unapologetic directness, he probed into our knowledge of all things happening in Lansing, the state capital of Michigan. Skubick hosts “Off the Record” on WKAR PBS, the longest running Michigan political affairs and analysis program on television. He made it uncomfortable—for our good—as he went from person to person around the room digging away with tough questions about the industry and our connection to the legislative process. Of course, as a Michigan State University Spartan his first question was, “Could everyone who is a University of Michigan fan stand?” And once they did, he asked them to leave the room!

4. Hold yourselves and others to account.

Kasia Roelant, Director of Member Relations, LeadingAge Michigan, did an excellent job with her team putting together a breadth of content and presenters. One that I found particularly interesting was a presentation by President and CEO of Affirmant Health Partners, Dr. William Mayer. Affirmant is what is known as a super-CIN, a Clinically Integrated Network. CIN’s allow smaller systems, hospitals, and physician organizations to leverage infrastructure costs, governance and health management as well as financial risk while retaining their independence. Affirmant has been approved as one of the six new Medicare-accountable care organizations (ACOs) in Michigan. Dr. Mayer’s point was that current rate of increase in health care is unsustainable. It will bankrupt us. So a different solution must be developed. How do we hold one another accountable to achieve this? Affirmant’s approach is to require financial risk on the part of the CIN but within an arrangement with health systems that guarantees a scale of patients to make significant change possible, makes big data sharing possible and allows for participation in a financial up side. Keep an eye on their progress.

5. Live with purpose.

The theme of this year’s conference was The Power of Purpose. Dave Herbel, President and CEO of LeadingAge Michigan gave this perspective: “This theme speaks to mission-based providers in terms of how we collaborate, share our vision, make a difference in the lives of those we serve and collectively transform the aging experience. Purpose is one of our defining characteristics as human beings and it’s a fundamental component of a fulfilling life. We all crave purpose…it helps us find meaning and live longer. Studies show that people who seek meaning beyond themselves are healthier, happier, and live longer. Together, with purpose in our lives, we can accomplish more than each of us can alone.” As we live with purpose, we will find ourselves growing. And that is one of our greatest gifts in life to ourselves and to others.

6. Leverage the power of collaboration.

As I attended, I felt a real sense of camaraderie and a spirit of collaboration. The attendees are all trying to deliver, or support the delivery of compassionate human care. Those on the frontlines have the daily challenge of servicing individual clients whose situations require attention to detail and a commitment to continually find ways to enrich their lives even if certain capabilities are waning. I witnessed at the conference a level of honest conversation and encouragement that reassured me of the value of meeting together and reaching out to find help during the year.

7. Be tenacious.

The workshop I led was on Deepening Brand Engagement through Storytelling. I started my session by retelling the Aesop fable of The Tortoise and the Hare. You remember the plot—the busy rabbit, full of himself, challenges the slow turtle to a race. Interestingly, after all of these years, the tortoise still wins the race. I encouraged my audience that marketing and really service to seniors is not a sprint but a distance race that takes commitment, patience and tenacity. But if you follow through, you will see winning outcomes.

So, after gaining insight at the conference, I came home to my family and, around the dinner table, we looked up the answers to Skubick’s questions:

  • Jim Hune is the state senator representing the 22nd State District where my family lives. He is one of 38 senators.
  • Donna Lisinski is the state representative of House District 52. Donna is one of 110 state representatives.
  • Michigan’s legislative body is referred to as a legislature. Congress is the federal legislature.

OK. A few questions for you.

  • Do you know your state senator and representative?
  • Check me on this one and email me to let me know if I’m right or wrong: It takes 20 votes in the Michigan Senate and 56 votes in the House to pass a bill.

Be a Tortoise. Go deep. Stay Involved!

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Looking Toward the Future of Senior Care Marketing

As MOVE Communications looks back at the past year, one event that stood out for us was LeadingAge’s Annual Meeting and Expo in Indianapolis over Halloween weekend. There’s no better way to immerse yourself in the non-profit senior living field than to attend the Annual Meeting and Expo!

The 2016 edition featured keynote presentations by national and international figures ranging from Pulitzer Prize-winning journalist Charles Duhigg (author of Smarter Faster Better) to Angela Duckworth (author of Grit: The Power of Passion and Perseverance) to neurosurgeon and medical journalist Sanjay Gupta (author of Chasing Life) plus a raft of education breakout sessions, plus, of course, vendor booths.

But what I remember most is conversations at LeadingAge Michigan’s “Michigan Night Out,” held at the NCAA Hall of Champions that Monday night. Amid colorful exhibits featuring college athletes in pursuit of excellence and victory, representatives of Michigan’s leading senior services organizations chatted informally, sharing perspectives on where the field has been and where they see it going as they pursue excellence and victory serving the growing senior population.

I felt privileged to be part of multiple conversations about improving and expanding care options. Here are just three samples.


Presbyterian Villages of Michigan is the state’s largest non-profit provider of senior care services, with 29 senior living communities across the state, including 8 in Detroit alone (and another under construction there).

The organization focuses on increasing the availability of quality senior services in the state, especially to financially challenged populations. PVM has invested more than $67 million in six low-income senior communities in the city of Detroit, significantly contributing to revitalization in each of the neighborhoods. According to its website, PVM is ranked 75th nationwide by LeadingAge based on total senior living units, and 9th based on affordable housing units.

I met several PVM leaders, and was struck by their broad experience, professionalism and commitment. In the course of conversation, Board Chair George Millush, Jr., expressed resolutely that serving the financially challenged is central to PVM’s  mission—and that if that ever changed, he would no longer have personal interest in participating in the work! This kind of dedication to core values is key to the senior care field, whatever niche you or your organization fills.

UNIDINE: Fresh Food, Fresh Thinking

We also spoke with Susan McGinley, VP of Operations at Unidine’s Senior Living Culinary Group. Unidine’s focus is on improving the physical health of CRCC residents—and the financial health of CRCCs themselves—by improving the nutritional quality, taste, and presentation of foods using fresh, natural ingredients, cooked from scratch in-house.

It’s no secret that pre-packaged foods are rife with unhealthy ingredients. Susan was shocked to find the daily intake of salt at one client site to be 12,000 mg—nearly 5 times the government’s RDA of 2,300 mg! Of course, that has health ramifications, especially for older people, such as increased risk of swelling and altering the effectiveness of medications. Susan’s team is changing that site’s menu, carefully weaning residents off of the high-salt diet.

Unidine’s “Lead with Dining” approach integrates restaurant-style dining into a CRCC’s care model, not only to promote happier residents, but to increase occupancy, improve clinical outcomes, reduce hospital readmissions and control costs. The program includes training for dining and nutrition staff to help them recognize changes in a resident’s condition that may signal trouble.

Susan’s dedication to the health of her client’s residents was clear and inspiring.

FELICIAN SISTERS: Industry Perspective

Based in Chicago, David Ward is Senior Ministry Advisor and Executive VP of Senior Living & Healthcare for Felician Services, which operates nine residential senior care centers nationwide, including three in Livonia: Angela Hospice, Senior Clergy Village, and Marywood Nursing Center.

What struck me most about David was his joy—despite decades in the trenches of healthcare and senior care planning and administration. I was also impressed by his long-range perspective (and his command of the numbers!), drawn from experience in both the public and private sectors.

One observation particularly hit me. When David was working at CMS back in the ’70s, it was already planning ahead for the demographic shift from baby boomers to senior boomers. But the changes envisioned then, he said, are only now truly being implemented in the industry.

Looking Ahead

It’s exciting to see innovations in senior care. As David’s reflections indicate, we have to make up for lost time. Thanks is due to LeadingAge (and LeadingAge Michigan!) for their work supporting and linking senior care providers with each other and with organizations providing them services. We at MOVE Communications were honored to be welcomed among such a dedicated group of folks, and look forward to working with you as the new year unfolds.

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Staying on top of developing treatments can help differentiate your senior care organization.

Some of us at MOVE recently attended the Leading Age conference for senior care organizations. One of our key takeaways was how staying abreast of industry knowledge can help senior care organizations differentiate themselves in a competitive market. By demonstrating an awareness of the latest treatments, these organizations can show that they are working to provide the best care for their residents. As an example, we’d like to share some of what we learned from the conference regarding Alzheimer’s treatments.

Alternatives to Drug-based Alzheimer’s Interventions

The big disappointment in senior health news last October was the failure of Eli Lilly’s experimental Alzheimer’s drug, solanezumab, to yield results any better than a placebo in their latest clinical trial. “It’s not going to be disease-modifying therapy for mild patients, so that’s heartbreaking,” said Lilly’s incoming president, Dave Ricks. In fact, the company announced it no longer plans to seek regulatory approval for use of the drug in treating symptomatic patients.

While the search for a medication that can stall or reverse Alzheimer’s continues, non-pharmaceutical approaches have already shown promise not only for symptom relief, but for dementia prevention.

Symptom Relief and Reduction of Dementia Onset

At their 2016 Annual Meeting in Indianapolis in November, keynote speaker Sanjay Gupta highlighted an NIH-funded, longitudinal study called Advanced Cognitive Training for Independent and Vital Elderly (ACTIVE). This study of over 2800 seniors showed cognitive improvements—processing speed and reasoning abilities—in subjects who participated in ten, 1- to 2-hour cognitive training sessions over a 5-week period. Remarkably, the improvements persisted for 10 years after the original training sessions. Even more encouraging was the 33% reduction in dementia onset over the 10-year period for those who participated in the processing speed portion of the training, compared with a control group. The reduction was even more significant (45%) for those who took “booster” training. The processing speed training software used in the study is now commercially available for individual use at www.BrainHQ.com.

Symptom Relief and Reduced Medication

Also at the LeadingAge meeting, LeadingAge conferred their 2016 National Excellence in Research and Education Award on a recent study called the Birdsong Initiative. This six-month study showed statistically significant improvements in symptoms both for dementia patients and for their care-givers when the patients regularly used touch-screen computers to interact with “enriching content customized to their personal interests and cognitive ability.” In addition to improved ratings on the Affect Balance Scale (measuring psychological well-being), 40% of patients in the study were able to have their antipsychotic drug doses reduced, with the potential for lessening or avoiding the side-effects associated with these medications. The study also resulted in reduction of systolic blood pressure—a major risk factor for cardiovascular disease for people over 50—for residents using the computers. Plus, caregivers experienced reduced stress based on the Perceived Stress Scale.

“We can improve lives of those suffering with dementia through creative, non-pharmaceutical approaches,” said J. Benjamin Unkle, Jr., CEO of Westminster-Canterbury on Chesapeake Bay, the senior care facility whose Foundation Board Member Susan Birdsong, proposed and funded the touch-screen computer study. The research was conducted at Westminster-Canterbury’s Hoy Nursing Care Center in 2015 in conjunction with the Eastern Virginia Medical School.

Sharing the News

As prospects in your market consider various senior care services, they want to find organizations that they trust and that offer exceptional value. One way to achieve this is by providing insights on emerging therapy breakthroughs. Your organization can distinguish itself as a reliable destination for relevant and authoritative content, which you can share on your website, or in an email campaign or monthly newsletter. Or, like Westminster-Caterbury, you can even serve as a research collaborator and let your community know about your involvement.


Eli Lilly and Solanezumab

Alzheimer’s drug fails in large trial.

Experimental Alzheimer's drug Solanezumab fails in large trial.


Preventing Alzheimer’s Disease: What Do We Know?

Training improves cognitive abilities of older adults

Cognitive training shows staying power


Birdsong Initiative

Study Shows Computer Engagement Improves Life for Those with Dementia, Reduces Caregiver Stress

Birdsong initiative shows success with reducing antipsychotics

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Senior Care Storytelling Lessons from LeadingAge 2016

A 75-year-old man visits his doctor. After giving the man a physical and running a series of tests, the doctor declares the man healthy. “What does that mean, doc? I mean, am I going to live to 85?” “Well,” the doctor asks, “do you drink much alcohol?” “No,” the man replies. “Do you eat many fatty or high-sugar foods?” “No.” “Do you participate in any risky sports?” “No.” The questions continue and, each time, the man answers, “No.” Finally, the doctor asks, “Then why would you want to live to be 85?”

Dr. Sanjay Gupta used this story (paraphrased here) in his keynote address at LeadingAge’s 2016 Annual Meeting and Expo in Indianapolis last week to illustrate his theme: Looking at Longevity.

His talk asked the question: Why do we want to live longer? What makes living meaningful for us? Spanning topics ranging from nutrition to technology, the upshot of Gupta’s presentation was that the person’s individual story matters. The Individual’s perspective and sense of purpose should be the driving forces behind our decisions and behaviors. Senior living organizations can play an important role in helping individuals live that out intentionally.

The Brain Story

Of course, as a neurosurgeon, Gupta talked about the brain, but less about surgery than about the relationship between aging and memory, reasoning, processing speed, motivation, and dementia. He pointed to a ten-year study which indicated that spending 10 hours over 5 weeks playing an Internet-based game designed to increase brain processing speed dramatically reduces the likelihood of developing dementia.

The Nutrition Story

Gupta also talked about nutrition: About balanced meals (eat 7 colors of food per day, and you probably won’t need vitamin and mineral supplements). About how the low-fat craze in American culture led to the damage of a high-sugar food diet (cut sugar in half for 10 days, he said, and you can significantly reduce your likelihood of getting diabetes). Despite nutrition’s importance to health, Gupta pointed out that most doctors aren’t trained in it. The medical world, he explained, is often geared more toward “disaster mitigation” rather than wellness optimization.

The Attitude Story

So much of our approach to aging boils down to how we view aging in ourselves and others. Studies confirm what we know anecdotally: our views change as we age. The older we are, for example, the less we tend to identify as feeling our age. Gupta urged that we keep our minds active by doing new things. Continuing to take on challenges that are meaningful to us matters. Making an impact on other people’s lives matters. “When was the last time you did something for the first time? Do something every day that is new, that feels risky. It will stimulate your brain and promote health.”

Marketing Success in senior care is a matter of connecting your story with your customers’ stories.

While Gupta’s work spans medicine and journalism, senior care organizations’ work spans an even broader range of fields: medicine, social services, housing... and marketing.

What stories drive you and your customers? What makes life meaningful for them? How does context affect their desires and choices? What makes serving them meaningful for you? What successes encourage you? What challenges inspire you to do things differently? These are the stories you must tell and as you do, you will attract those who believe there’s good reason to live longer.

Gupta is one of a handful of doctors who have successfully spanned the fields of medicine and journalism. A practicing neurosurgeon, Gupta is also an Emmy-award winning correspondent for CNN and CBS, a Time magazine columnist, and the author of several New York Times bestselling books, including a novel that was adapted into a television series. View Dr. Gupta’s CNN bio and some of his broadcast reports here.

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