There’s a wisecrack about getting someone’s name best that end with, “Call me every little thing you want, yet just don’t call me late for dinner.” to be it only such a light matter for some earnest seniors housing and care providers and also their marketing people.

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They desire to be perceived in a kinder, gentler light and also have made labeling legal rights serious business.


So serious it’s come down to forging a nationwide campaign. The mission: replace the unwieldy “continuing care retirement community” through the much less clinical “life setup community.”


When the “news” that the alternating name proposal was first released to the press in October, it arrived a few days before the crowds at the LeadingAge yearly meeting would certainly hear it. And also it came to the push “embargoed” — in various other words, minimal from windy dissemination. There’s nothing prefer labeling something forbidden to make it seem every the much more desirable.

The surname was officially announced and advocated by LeadingAge, provider partner Mather Lifeways and four marketing firms.

Panels, surveys, emphasis groups with seniors and also their families were all claimed to allude to something other than “CCRC.” and why not? cable it the end — which you invariably have to do for the uninitiated — and that’s 12 syllables that describe, well, a place for needy people.

An actuary is attributed with birthing “continuing treatment retirement community” in the 1980s. It sounded descriptive and fair enough at the time. But, as its detractors currently claim, the never captured on, at the very least not with the target demographic.

Naming choices have changed in the occurring three decades. Present me a caregiver that puts “nursing home” in its brand-new name and I’ll buy you a smoothie with real fruit. Look at around, and you’ll notice that medical-oriented and also even “caring” principles are top top the outs — especially if you’re stuck trying come sell humans on a principle that is invariably quite expensive. Girlfriend still have actually to concerned grips v the truth that a huge price tag is going come impede would-be buyers a lot much more than a basic name.

But why no take far the needy stigma and trade down to 6 syllables? (Though us were warned the it’s woe to the human being who tries come truncate “life setup communities” come “LPC.”)

Hey, if it operated for the association the pared its very own name indigenous 19 syllables down to 3 — 3! — why not? Well, because you request …

When the American combination of Homes and Services for the Aging slipped into “LeadingAge” setting a couple of short years ago, there were some initial bumps in the road and re-explaining required for a while. Yet the vital is the team owned its own name and could basically compel world to use it, or otherwise disregard them if they so chose.

Then there’s always that 3 valuation vs. 19 valuation thing. Nobody cheered louder than journalists once the headline-impossible American association of Homes and Services for the Aging (pant-pant) was jettisoned.

The trick through “life plan community” (and, no, it shouldn’t be capitalized because that generic use) is that it is a group of housing. That method others — especially regulators — need to be ready to adopt it.

These early on days, months and possibly year of trying the end LPC, er, life arrangement community will be concerned ones. It’s comparable to the town hall a toddler take it his very first steps: He can start to run at any moment, or autumn on his face.

Providers have actually to adopt the label and also then, most importantly, the invest community and government have to agree to use them.

Without the latter, because that example, you would still have actually nursing home “industry” being used by officials instead of “profession” or one more provider-preferred euphemism. What? that is what’s quiet happening? Ooops, right.

But it’s nothing personal. Over there is a feeling that if the hospital lobby want to change its picture of churning sick human being in and also out and also rename itself “wellness houses” or “well-being communities,” there can be a few arched eyebrows together well.

Word top top the street is some companies greeted the news v “meh.” beyond concerns around having come create brand-new stationery or facility signage, I also heard unsparing vitriol in part corners, and also mere disdain in others. Clearly there are hearts and heads within the long-term care family still come be won over.

Time will certainly be essential to tell whereby this project ends up. Yet if you’re walking to mount a popular contest, you can do worse than to have top marketing firms top the way. The revolutionaries have that in your favor.

And the is a an essential question. Will this wind up choose the American Revolution? A tiny known fact is the in colonial America, simply one-third that the population was in donate of the Adams, Washington and also Hancock gang, when another third remained stout loyalists come King George III, and the remaining 3rd were ambivalent, not taking either side.

The energy and also righteousness of those change-agents lugged the job in the so late 1700s. Their insurrection eventually overrode the main government.

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Whether the will occur again could come under to just whether everyone cares enough to protect the status quo. My gambling is if battle wages lengthy enough, the answer will certainly be no, and adjust will come.