The senior living referral industry plays a crucial role in helping families navigate the complex landscape of care and service options for their loved ones. Recent scrutiny, however, has highlighted the need for our industry to reaffirm its commitment to ethical practices and transparency.
As a registered nurse and founder of a senior placement service, I believe we have both the opportunity and the responsibility to set higher standards that prioritize the well-being of older adults and their families above all else.
Implementing ethical practices effectively within our industry is not just a noble goal — it’s an imperative. Families turning to us often are in vulnerable positions, facing emotional and financial stress as they seek the best care for their loved ones. They deserve nothing less than our utmost integrity and dedication to their needs.
First and foremost, we must embrace transparency in our business models. Although many referral services, including ours, operate on a commission-based model, this reality never should compromise the objectivity of our recommendations. It’s crucial that we openly disclose how we generate revenue and assure families that our advice remains unbiased. This transparency builds trust and allows families to make informed decisions.
Equally important is the thorough vetting of care communities. Our industry must move beyond surface-level evaluations and delve deeper into the quality of care and services provided. This means conducting regular, in-person visits to communities, reviewing up-to-date inspection reports and, most importantly, gathering feedback from current residents and their families. By doing so, we can provide a more accurate and comprehensive picture of each community’s strengths and potential areas for improvement.
Another critical aspect of ethical practice is ensuring that our advisers are well-trained and qualified to assist families, particularly in complex care scenarios. For instance, at Assisted Living Locators, we’ve implemented system-wide dementia care certification for our senior care advisers. This specialized training equips them with the knowledge to better understand and address the unique challenges faced by families dealing with dementia.
Our industry should prioritize personalized care recommendations over a one-size-fits-all approach. Each older adult’s needs are unique, and our referral processes should reflect this reality. By taking the time to understand each client’s specific care requirements, family dynamics and financial situation, we can provide truly tailored advice that serves the best interests of the older adult and his or her family.
It also is crucial that we extend our commitment to families far beyond the initial placement. At Assisted Living Locators, we follow our clients for life. We conduct three initial follow-up checks after move-in and continue to check in every six months thereafter. We want our clients to know that we’re not just there for the placement process — we’re lifelong advisers ready to assist with any future care needs or concerns. This ongoing relationship allows us to address any issues promptly and make adjustments, if needed, ensuring that the chosen care solution remains appropriate as needs evolve.
To further strengthen ethical practices industry-wide, I believe we need to establish and adhere to a set of standardized best practices. This could include guidelines for facility evaluations, adviser training requirements, background check protocols and transparency in business operations. Organizations such as the National Placement and Referral Alliance can play a pivotal role in developing and promoting those standards.
Additionally, we should embrace technology and data analytics to enhance our services while maintaining ethical standards. By leveraging data responsibly, we can identify trends in care quality, track outcomes and continually improve our referral processes.
As an industry, we must be open to constructive criticism and willing to evolve. Recent media scrutiny should serve as a catalyst for self-reflection and improvement rather than defensiveness. By acknowledging areas where we can do better and taking concrete steps to address them, we demonstrate our commitment to the families we serve.
Implementing ethical practices effectively within the senior care referral industry is not just about complying with regulations or avoiding negative press. It’s about fulfilling our moral obligation to seniors and their families. By prioritizing transparency, thorough vetting, personalized care, ongoing support, and industry-wide standards, we can ensure that families receive the fair, unbiased advice they deserve. As leaders in this field, it’s our responsibility to set the bar high and continually strive to exceed it. Only then can we truly claim to be trusted advisors in one of life’s most important decisions.
Angela Olea, RN, is the founder and brand president of nationwide senior placement and referral service Assisted Living Locators. She has worked in the industry for more than two decades. Under Olea’s leadership, Assisted Living Locators became the first senior placement franchise to implement system-wide dementia care certification. She also is a founding member of the National Placement and Referral Alliance, advocating for higher standards across the senior care industry. Olea was named a 2023 McKnight’s Pinnacle Award winner in the Business Partner category. She may be reached at 480-807-HELP or [email protected].
The opinions expressed in each McKnight’s Senior Living marketplace column are those of the author and are not necessarily those of McKnight’s Senior Living.
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