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Brookdale Senior Living Presentation

In this presentation, we will look at Brookdale Senior Living from a strategic planning stand-point.
by

Amir Hammad

on 8 May 2010

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Transcript of Brookdale Senior Living Presentation

Company Overview
Mission
Service offerings
Vision
Cornerstones
Presentation Outline
Overview
Situational Analysis
Organizational Strategies
Implementation Strategies Service Offerings
Founded in 1978
Provides senior-care services


Assisted living Skilled nursing services Dementia care Independent living Mission
Brookdale Senior Living is network of retirement living communities across the country that provides independent living, assisted living, dementia care, rehabilitation and skilled nursing services with compassion, respect, excellence, and integrity in order to enrich the lives of our residents. Vision (created)
At Brookdale, we empower all members of our family, residents and employees alike, to thrive at an optimal level in any stage of their life through our uncompromising commitment to each individual. We strive to provide a premier senior living experience for all of our residents through personalized, high quality care, service excellence, and a holistic approach to health, life, fulfillment, and aging. Cornerstones
1. Take ownership and pride in everything we do.
2. Recognize that good people make the difference and are the key to our success.
3. Work together as one team.
4. Provide meaningful rewards for residents, associates, and shareholders.
5. Respect others through honesty, understanding, and trust.
6. Put the resident first and the “bottom line” will take care of itself.
7. Have fun and celebrate life every day.
Situational Analysis: Key Issues
1. Increasing number of seniors age 70+
2. Increasing accessiblilty of senior care services
3. Decreased occupancy levels
4. Increasing cost of opperations

Issue 1: Increasing number of seniors age 70+ (opportunity)
Varies by demographic region--e.g. South
U.S. Census: Number of seniors seventy and above will increase by 3.6 million over the next five years
Growth implications

Underlying trend
Aging population: "Baby Boomers"
Home health care Issue 2: Increasing accesibility of senior care services (opportunity)
Increasing awareness of senior living industry
Greater mobility
Increased senior resources

Underlying trend(s)
Improvement in information access
Decrease in size of family unit
Long-term care insurance


Issue 3: Decreased occupancy levels (threat)
Consistent with industry decline
Overall decline from 92.3% in 2007 to 88.9% in 2009
Larger decline with less medical necessity in services
Underlying trend
Current economic recession: payment
Organizational Strategies: Goals
Issue 1: Increasing number of seniors age 70+
AND
Issue 2: Increasing accesibility of senior care services
Goal: Increase opperating capacity in target areas to capitalize on increasing senior population

Issue 3: Decreased occupancy levels
Goal: Beat industry wide occupancy level trends in all service offerings

Issue 4: Increasing cost of opperations
Goal: Look at ways to creatively reduce expenditures while maintaining quality
Issue 4: Increasing cost of opperations (threat)
Compliance with local, state, and federal regulatory laws
Examples: reporting, privacy, staffing, plant specifications, quality of care, pricing, food and housekeeping, and many more
Employee compensation/benefits
Supply costs
Facility costs

Underlying trend(s)
Increase in regulation
Accountability and reporting Implementation Strategies: Objectives
Issue 1: Increasing number of seniors age 70+
AND
Issue 2: Increasing accesibility of senior care services
Goal: Increase opperating capacity in target areas to capitalize on increasing senior population

Objectives:
Lower debt-to-equity ratio from 3.09 to 2.09 in the next three years to impove leverage capacity for obtaining loans
Increase strategic asset acquisitions by 50% in the next five years, targeting likely senior citizen growth areas
Increase talented clinical, service, and administrative staff by 10% over the next three years through active recruiting processes, awareness campaigns, and advertising efforts
Implementation Strategies: Objectives
Issue 3: Decreased occupancy levels
Goal: Beat industry wide occupancy level trends in all service offerings (i.e. assisted living, SNF, etc)

Objectives:
Conduct a multi-faceted marketing campaign that includes media coverage, targeted advertising, and promotional efforts that increases consumer awareness of Brookdale by 50% over the next 6 months
Improve satisfaction through resident surveys, completed by at least 33% of long-stay residents (over six months) within the next year
Provide tuition assistance programs and competitive loans for residents and family members with financial constraints
Partner with real-estate brokerage firm Coldwell-Banker within the next six months to help residents transition faster to an assisted living or independent living campus

Implementation Strategies: Objectives
Issue 4: Increasing cost of opperations
Goal: Look at ways to creatively reduce expenditures while maintaining quality and satisfaction

Objectives:
Encourage all employees to join a health savings accounts (opposed to standard insurance) in the next two years
Re-negotiate vendor contracts to achieve an average cost savings of 6% in eachange for volume increases
Ensure that 100% of facilities have electronic health records within one year
Seek to use sustainable projects such as a water conservation initative, finding alternate energy sources, and recycling specific medical equipment Presentation Outline
Overview
Situational Analysis
Organizational Strategies
Implementation Strategies Presentation Outline
Overview
Situational Analysis
Organizational Strategies
Implementation Strategies Presentation Outline
Overview
Situational Analysis
Organizational Strategies
Implementation Strategies
Full transcript