The global coronavirus pandemic has shifted the
mindset of families and how they view senior living and care — and not in a
good way, according to new research from a healthcare consulting firm. But
senior living communities have an opportunity to win back trust.
Research from
Toledo, OH-based Transcend Strategy Group reveals family caregivers’ opinions
about how to best care for older adults changed due to COVID-19, with
facility-based care suffering a blow in consumer confidence. The research
assessed the effects of the global pandemic on the impressions of a variety of
care settings from 1,000 family healthcare decision makers across the country,
23% of whom indicated they have a loved one who resides in an assisted living
community.
Among family caregivers surveyed, 65% said COVID-19 has
completely changed their opinions about the best way to care for older adults,
68% said they don’t agree that quality care can be provided in assisted living
and other congregate care settings, and 78% said they are concerned their loved
one will contract COVID-19 in a facility.
Looking to a time after the pandemic, two-thirds of family
caregiver respondents said they plan to use in-home care rather than
facility-based care.
When it comes to assisted living in particular, 51% of
respondents said they will not use or are less likely to use assisted living
for a loved one now compared with before the pandemic. And 9% of respondents
indicated that they postponed helping a loved one move into assisted living due
to the pandemic.
“Clearly, there has been a loss of confidence and trust in
facilities’ care, sparked by COVID-19,” said Stan Massey, Transcend partner and
lead consultant. “Facilities, I think, need to work to rebuild that trust.”
But Massey said there is a caveat: choice. Although families
said they prefer that a loved one remain at home, many don’t have that option
due to financial, logistical or other factors.
“One thing that came through loud and clear is that when people
were trying to make a choice of care for a loved one, the likelihood of
choosing any facility-based care went down substantially if they have the
option,” he said. “How can assisted living facilities and others build trust to
attract the population that is still going to need help caring for their loved
one?”
Perception of quality linked with
communication
Respondents’ opinions on facility-based care were colored by
experience. Data showed a significant correlation between perceptions of
quality care and communication. Survey participants were more than three times
as likely to report being satisfied with the quality of care provided to their
loved one if they were satisfied with the quality of communication they
received about coronavirus cases and safety protocols.
And 70% of family caregivers were more likely to believe their
loved one was receiving better care in a facility than they could at home if
they were satisfied with access to information to help monitor their loved
ones’ health. In addition, 52% said they believe their loved one is safer in a
facility if the staff members demonstrate compassion when family members can’t
visit.
“There is a clear path to rebuilding trust and confidence in
facility-based care,” Massey said. “And experience with a facility-based care
provider has considerable impact on perceptions of quality care and safety.”
As the pandemic continues, Massey said, there are strong
implications for how facilities use telehealth and remote monitoring tools to
allow families daily access and frequent updates on the condition of their
loved ones.
“Overall, family caregivers have many new expectations related
to safety, quality, services and communication, many of which will become part
of the fabric of tomorrow’s normal,” said Stephanie Johnston, president and CEO
of Transcend. “Moving forward, it will be important to provide clear communication
that’s rooted in trust, demonstrates your credibility and conveys a sense of
control for the family and their loved one.”
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