4/13/2015 1 MGS Webinar Patti Cullen, President/CEO, Care Providers of Minnesota Jodi Boyne, Vice President of Public Relations, LeadingAge Minnesota Presentation Overview Challenges Changing the Conversation Creative Concept & Campaign Elements Campaign Metrics It’s Time: Face Aging MN
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4/13/2015
1
MGS WebinarPatti Cullen, President/CEO, Care Providers of Minnesota
Jodi Boyne, Vice President of Public Relations, LeadingAge Minnesota
Presentation OverviewChallenges
Changing the Conversation
Creative Concept & Campaign Elements
Campaign Metrics
It’s Time: Face Aging MN
4/13/2015
2
Challenge: Aging Demographics
85 55 71 67
47
91
- - - - -
1950s 60s 70s 80s 90s 00s 10s 20s 30s 40s 2050s
Change in older adults, age 65+ (Thousands)
Sources: U.S. Census Bureau and Minnesota State Demographic Center
Challenge: Aging Demographics60,000 Minnesotans will turn 65 each year for the next 15 years.
Sources: U.S. Census Bureau and Minnesota State Demographic Center
85 55 71 67
47 91
285
335
97 66 56
1950s 60s 70s 80s 90s 00s 10s 20s 30s 40s 2050s
Change in older adults, age 65+ (Thousands)
4/13/2015
3
Challenge: Aging DemographicsThe New Normal: More 65+ than School-Age Kids by 2020
Sources: U.S. Census Bureau and Minnesota State Demographic Center
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
19
50
19
60
19
70
19
80
19
90
20
00
20
10
20
20
20
30
20
40
20
50
20
60
18-24
65+
5-17
Challenge: The Caregiver Dilemma
½ as many caregivers
will be available in 2050
1. Ratio of # people in most common caregiving age ( 45-64 ) to those at most risk for needing care (80+)
Ratio of Potential Caregivers o Those Needing Care1
1/2as many
caregiverswill be
available in
2050
4/13/2015
4
Challenge: Minnesota WorkforceDramatic Increase in Vacation Positions in Nursing Homes
Source: Long Term Care Imperative 2015 Legislative Survey
0
500
1,000
1,500
2,000
2,500
3,000
R.N. L.P.N. C.N.A. Total
2007 2008 2009 2010 2011 2012 2013 2014
Increased in one year by almost 1,000 to more than 2,500
Challenge: Minnesota WorkforceDramatic Increase in Vacation Positions in Senior Housing
Source: Long Term Care Imperative 2015 Legislative Survey
2.4% 2.4%
4.9%
9.3%
6.2%
7.3%
0%
2%
4%
6%
8%
10%
RN LPN Home Care Aides
2013
2014
4/13/2015
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Challenge: The Wage Gap
Source: Long Term Care Imperative 2012 Legislative Survey
$12.02
$18.44
$26.37
$17.61
$20.48
$41.78
$12.19
$18.30
$24.53
$- $5 $10 $15 $20 $25 $30 $35 $40 $45
NAR
LPN
RN
Care Center Hospital Home Care
Gap=$17.25 per hour or $35,880 per year
Gap=$15.41 per hour or $32,053 per year
Gap=$2.18 per hour or $4,534 per year
Gap=$2.04 per hour or $4,243 per year
Gap=$5.42 per hour or $11,274 per year
Gap=$5.59 per hour or $11,627 per year
Challenge: Access to CareWithout Essential Staff in 2014, 1500+ Admissions Were Denied
Source: Long Term Care Imperative 2015 Legislative Survey
As available caregivers decline so does access….
45% of care centers now report suspending admissions due to staff shortage
4/13/2015
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Challenge: Increased Demand70% of people age 65+ will need long term services and supports
Challenge: Minnesotans Not PreparedOnly 10-12% of Minnesotans have long term care insurance.
52% have NO PLAN for paying for long term care.
Many believe Medicare pays for long term care…it doesn’t.
. . . 2/3 of persons in nursing homes
rely on Medicaid
4/13/2015
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Changing the Conversation
We Are Always In The Political Debate
Jobs
Crime Environment
Transportation
Higher
Education
E-12
Education
Health Care
Reform
Agriculture
Civil
Law
Housing
Consumer
Protection
Labor
Relations
4/13/2015
8
How Our Issue Evolved
Long-Term Care Became An Endless Discussion
About Money And Crisis, Not About Care
2001 2005 2009 2013
Care Deficits Recession Restore
Value Problem Solution Benefits(value)
Society’s Choices
Starting Point For
Public Consensus
Defined By
Interest Groups
Partially Shaped
By Interest Groups,
But Owned And
Improved By Legislators
Society Is Improved,
Elected Officials
Rewarded
Long-Term Care Imperative’s Challenge —
Fixated On Solution, Lost Touch With Values/Problems
Defining Mandates
4/13/2015
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Strongly Yes24%
Yes67%
No3%
Strongly No1%
DK/R6%
A8%
B23%
C51%
D18%
DK/R1%
“Should the State of Minnesota provide assistance to fund day-to-day
services for older adults who cannot afford these services on their own?”
A. Funding for these
services should be
limited to what Medicare
or Medicaid will cover;
B. Additional funding should
be provided by the State,
but solely based on the
ability of each person to
pay for their services;
C. Additional funding should
be based on both ability
to pay but also consider
the individual medical
and living needs of each
person; OR
D. Additional funding should
be available to any older
Minnesotans in need of
services, even if they
have enough money to
pay for themselves?
If yes…
1)“The State Is Expected To FundLong-Term Care For All”
15%
16%
20%
25%
32%
45%
50%
54%
74%
74%
51%
65%
56%
45%
45%
36%
7%
12%
26%
4%
3%
8%
3%
1%
Not Enough Spent About Right Too Much Spending
Elderly Services, Such As Funding For
Assisted Living Or Nursing Homes
Affordable And Access To Health Care
Education Of K-12 Students
Property Tax Relief Through
State Aid For Cities
Financial Aid For Students Who Are
Trying To Obtain A College Degree
Public Assistance For
Low-income Families
Improvements In Roads & Transit
Public Safety, Including Law
Enforcement & The Court Systems
2)“There Isn’t Enough Funding”
4/13/2015
10
2.52
2.53
2.68
2.72
3.01
3.02
3.98
4.19
4.34
4.57
Leader of SEIU
A state legislator
Nursing home owners
Governor Mark Dayton
Staff at Senior LinkAge
Exec Director of Mn Assn. of Elderly Care Homes
Nurses and personal attendants
A pastor
A doctor
Family members
5 point scale
Caution: Messengers Matter
LOVING
In-Home Care
Co
mfo
rt of H
om
e
Expensivecomfortable
Needed
personalizedHelpful
GREAT
independent
NEGLECT
Nursing Home Care
Expensive
Help
ful
Could be better
Sad
Last Resort
NEEDED
End of life
Safe
lonely
Dirty AB
US
E
SC
AR
Y
Severe Care
confined
Assisted Living Care
ExpensiveINDEPENDENT
Help
ful
Cozy
good
NEEDED
Comfortable
Apartment Style Sem
i-activ
e
Better than nursing home
Overall,
more words
mentioned,
but more
negatives
Caution: Shift Discussion Away From Cost
4/13/2015
11
Healthy And Safe # 1
Care At End Of Lives #2
Traditional Political
Messages Not As Persuasive
Jobs
Funding Crisis
Access to Service
Moral Imperative
► What They
Care About
► What They
Hear Most
Best Messaging Aligns with
Values, But That’s Not What
Media or Legislators Hear
Legislative Debate Hasn’tReflected Our Values
4/13/2015
12
Creative Concept & Campaign Elements
Opinion Survey Findings
PUBLIC BELIEVES THAT…1) State is expected to fund
long-term care for all
2) There isn’t enough funding yet
3) Senior care is not an entitlement program
HOWEVER…1) Perception is that care
is expensive
2) State expected to ensure quality and safety
3) Messengers matter
4/13/2015
13
Creative Execution
Consumer Tension“I don’t want to think about getting older,
and when I do, what I think scares me.”
Strategy Change the way you see aging
Initial Step Disruption awareness
Parameters
Media Objectives
Primary: positive awareness: generate positive perception of the cause among the mass audience
Secondary: drive engagement
Target Audience
● MN Pre-Senior Adults 45-60 ● MN Adult Children of Senior● MN Community Influencers● Legislators
Most Engaging GraphicsThese brought in the most “likes,” comments + shares
Facebook Likes
Strategy: Sharing related news and videos/photos of talent with statistics.
Total likes as of 03/19/15: 2,172
4/13/2015
19
Facebook: DemographicsOn Facebook, we’re reaching 85% women and 15% men, mainly ages 45-64.
Facebook Ads: Website Clicks
Most popular ad: “Meet Helen”
Reach: 168,534
Frequency: 1.47
Clicks: 12,090
Click-Through Rate: 4.89%
Industry avg. = 1.50%
Ad EngagementWebsite Clicks: 8,963Post Shares: 138Post Likes: 568
4/13/2015
20
Website: Sessions Over TimeTotal sessions are up 690% since the first month of website activity.An average of 722 sessions/day in the last 30 days, with 84% of users new site.
Website: User Demographics AgesLocations
● Minneapolis
● Chicago
● Saint Paul
● Rochester
● Duluth
● Saint Cloud
● Apple Valley
● Woodbury
● Maple Grove
● Mankato
4/13/2015
21
It’s Time: FaceAging MN
4/13/2015
22
How Can You Get Engaged?
Share FaceAging MN
Begin a community discussion◦ Local media◦ Influencers◦ Community leaders/local businesses
“Co-brand” with Helen
Use Social media
How Can you Get Engaged?Visit www.faceagingmn.org
Friend us on Facebook: www.facebook.com/faceagingmn