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Abstract #159220

Carla Messikomer, PhD, The Acadia Institute, P.O. Box 251, Exton, PA 19341, Carol Cirka, PhD, Department of Business and Economics, Ursinus College, 308 Bomberger Hall, Collegeville, PA 19426, and Anne Siegfried, School of Public Health, Drexel University, 139 Mill Pond Place, Langhorne, PA 19047, 215-860-7493, aes988@verizon.net.

This presentation focuses on: 1) an analysis of the use of language, photographs, and symbols in creating an organizational image and picture of the aging experience in assisted living (AL); and, 2) the almost exclusive targeting of seniors, without due consideration of family and health care professionals involvement in long term care decision making; and, 3) policy implications of current AL marketing practices. Two related studies of ethics in assisted living conducted in Chester County, PA provide the data. The first, a qualitative study, identified the range and type of ethical issues in AL and how they are managed. The second, analysis of print advertising by AL providers over a 6 month period identified language, business models, images of aging, values, and action inducements. Three types of data were generated: 1) interview data with AL staff at all levels and with local experts in long term care (n=45); 2) field notes from observations of 2-hour marketing seminars at five AL facilities; and, 3) 500 print ads containing 1,200-plus photographs, collected from 20 subscription and non-subscription general readership and specialty publications targeting seniors. Findings include: operating models are drawn primarily from the real estate and hospitality industries rather than from health care; images in ads reflect only the presence of physically healthy, active, robust happy residents; mission and philosophy of care are virtually non-existent; and, the emphasis is placed on physical health and material wealth.

Learning Objectives:

• 1.Describe the gap that exists between the images and information disclosed by assisted living providers through print advertising to the senior population and their families, and the actual profile of the assisted living resident population.
• 2.Recognize the need for regulatory change and development of ethical marketing practices.
• 3.Articulate and discuss implications of current print marketing practices for questions related to access, quality of care and aging in place, need for increased education about the aging process, and choices at the end of life.

Keywords: Aging, Long-Term Care

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.