The Caregiver Journey 2016: New Senior Care Insights

Caring.com Digital Marketing AcademySeptember 29, 2016

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Presenter

KATIE ROPER VP of Sales & Marketing,

Caring.com

•  Joined Caring in Oct. 2008

•  25+ years in high tech sales

•  Still trying to get my mom and my mother-in-law to consider senior housing or non-family in-home care…

Caring.com: The #1 Senior Care Resource

Part of Bankrate’s powerful network of websites

#1 for Senior Care Reviews

3 million monthly visitors

70,000 listings

118,500+ consumer reviews

3,000+ original articles

Dozens of online support groups

About The Caregiver Journey Survey

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•  Audience: Consumers searching online for senior care

•  Flighted by third-party market research firm in July 2016

•  2,512 respondents

•  First topic today: General demographics

•  Second topic today: Caregiver Journey segments

•  Living Together

•  Living Independently

•  Living in a Senior Community

•  Caring for Self

Family Caregivers: Who Are They?

Family Caregiver•  Female (74%)•  Age 50-70 (58%)

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•  Alzheimer’s or dementia - diagnosed (49%)

•  Alzheimer’s or dementia – suspected, but not diagnosed (12%)

•  Age-related memory decline, but no dementia (27%)

•  No sign of memory loss (11%)

Care Receiver: Age 80+ (61%) Memory Loss

Caring for Others: What They Do

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Grocery Shopping/Errands 84%

Attending medical appointments 82%

Managing finances and paying bills 82%

Transportation 77%

Laundry 68%

Administering/Tracking Medications 66%

House Cleaning 63%

Bathing 39%

Dressing 39%

Toileting 26%

Feeding 24%

Caring for Others: What They Do

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Time Spent Per Week

More Than 30 Hours

39% 13% 21 – 30 Hours

17% 11 – 20 Hours

19% 6 – 10 Hours

12% Less Than 5

Hours

Financial Impact of Caregiving

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Food 62%

Transportation 60%

Medication 44% Travel to care for loved one 26%

In-home care 26%

Legal services 22%

Senior housing cost 11%

Technology 9%

GCM/Care expert 5%

No financial assistance 15%

Caregiving and Career

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•  Missed work due to caregiving: 79%

•  Missed more than 7 days of work: 31%

•  Frequently arrived late or left early: 31%

Four Caregiver Journey Segments

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48%

Living Together

14%

Living in his/her home

18%

Caring for Self

18%

Living in a Community

Segment #1: Live Together with Loved One

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of those caring for others live with their care recipient 59%

56%

Are spouses

22%

Moved loved one into their home

7%

Moved into the loved one’s

home

Live Together: What Prompted Move?

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Medicalcondi4on 61%Safetyconcerns 61%Financialconsidera4ons 28%Anotherrela4vecouldnolongerprovidecare 18%Deathofaspouse 17%Badexperiencewithaseniorhousingfacility 10%Badexperiencewithanin-homecareprovider 5%

Live Together: How They Cope

Paidassistancefromaprofessionalcaregiver 33%

Physicalmodifica4onofthehome 22%

Personalemergencyresponsesystem 16%

Advicefromaseniorcareprofessional(GCM,elderlawaOorney,etc.) 11%

Adultdaycare 9%

Medica4onmanagers/reminders 8%

Hospice 7%

Volunteervisi4ng/mealservices 5%

Internetdeliveryservicesforgroceriesorothersupplies 5%

Remotehealthmonitoringtechnology 2%

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Segment #2: Loved Ones Independent

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of those caring for others had loved ones living independently 17%

59% Employ

paid caregiving assistance

45%

Use a home care agency

30%

Employ private caregivers

25%

Pay a non-professional

Loved Ones Independent: How They Cope

Paidassistancefromacaregivingagency 45%

Personalemergencyresponsesystem 25%

Transporta4onservices 16%

Physicalmodifica4onofthehome 16%

Medica4onmanagers/reminders 15%

Volunteervisi4ngormealservices 12%

Visitsfromagovernmentemployee/socialworker 9%

Advicefromaseniorcareprofessional(GCM,elderlawaOorney,etc.) 8%

Internetdeliveryservicesforgroceriesorothersupplies 6%

Adultdaycare 5%

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Segment #3: Live in Senior Housing

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of those caring for others have a loved one in a senior community 22%

65%

Lived independently in their own home

prior to move

17%

Lived with me, or with another

relative

15%

Moved from a different senior

community

3%

Moved from a hospital or a

nursing home

What Prompted Move to Senior Housing

Medicalconcerns 71%

Safetyconcerns 70%

Transporta4onormobilityissues 37%

Familycouldnolongerprovidecare 36%

Homemaintenanceorhomeupkeepchallenges 30%

Planningforfuturecareneeds 22%

Loneliness 12%

Deathofaspouse 11%

Financialconsidera4ons 8%

Wantedtobeclosertofamilymembers 7%

Wantedtodownsize 7%

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How Long The Decision Took

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< 30 Days 1-6 Months

32% 37% 14% 2%15%

6 Months to 1 Year

1-3 Years

>3 Years

Tools & Resources Used in the Search

Myownlocalknowledgeofcommuni4esinthearea 41%

Recommenda4onsfromfriendsorfamilymembers 38%

OnlinedirectoriessuchasCaring.com 25%

Recommenda4onfrommedicalprofessionalordischargeplanner 22%

Consumerreviews 20%

Recommenda4onfromaseniorcareexpert 15%

Thisfacilitywasouronlyop4on 14%

Stateinspec4onrecords 9%

Mylovedoneknewthiscommunityandselectedithim/herself 6%

Alocalreferralagentdroveusaround 2%

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Senior Housing Search: Devices Used

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Reasons Community Was Selected

1stChoice AnyChoice

Loca4on 22% 33%

Reputa4on/reviews 12% 24%

Staff 5% 16%

Cost 8% 12%

Physicalfacility 7% 10%

Carecon4nuumorcareneeds 3% 8%

Professionalrecommenda4on 6%

Experienceviaarespitestay 2% 4%

Cleanliness 1% 6%

Friendsalreadylivethere 2% 3%

Stateinspec4onrecords 1% 2%

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Fewerthan3men4ons:religiousaffilia4on,salesperson,ac4vi4es,pets,food

Use of Home Care Services in Senior Housing

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27%

Employ an outside agency to provide care in the senior housing

community

Attitude Towards Living Situation

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I’mpleasedmylovedoneissafeandwellcaredfor 59%IfeelsadorguiltythatIcannotcareformylovedonemyself

34%

It’sagreatop4onforallofus 34%Mylovedoneisunhappy,butwehadnootherop4on 31%Iwishmylovedonehadmovedsooner 17%Mylovedonemadethischoice,andIsupportedit 10%

Focus on Review Sites Your Prospects Use

Which review sources do family caregivers trust most?

•  48% choose senior care websites (up from 43% in 2015)

•  19% say senior living communities’ websites

•  12% opt for general review sites (Yelp, Google)

•  Only 2% trust reviews on Facebook

•  19% select “Other”: govt. sites and healthcare pros

Source:CaregiverJourneySurvey,July-August2016

Monitor Reviews – Influence with Response

32% Say Review Response:

“Lets me know the business cares and is listening.”

“I don’t think I’ve ever seen a business respond to a review.”

30%

“It depends on what the business says.”

22%

Source:CaregiverJourneySurvey,July-August2016

Segment #4: Caring for Self

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of those answering the survey are caring for themselves 12%

38%

Live alone with no assistance

9%

Pay for in-home care

25%

Are starting to think about

other options due to health or safety concerns

28%

Feel stuck in their current

living situation

Segment #4: Caring for Self

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Most (51%) live in their own homes with no assistance

–  11% get unpaid assistance from family and friends

– Only 7% employ paid caregivers

Only 29% satisfied with current living situation

–  22% interested in a senior community for comfort, convenience, or companionship

–  20% are worried about their own health and safety

–  20% think they have no other choice than to live on their own

Q&A

The Pulse of the Home Care Client: Service Trends for Agencies Thursday, October 13, 2016

11:00 AM Pacific / 2:00 PM Eastern

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katie@caring.com

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@CaringKatie @CaringInsights

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