Taking Nursing Home Design to a Whole New Level

WEBVTT

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Another reason because of the pandemic, we are seeing

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a decline among our clients and also carry our

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staff. And also we as humans we are going through a lot of mental

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challenges, mental health issues is because no

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matter how how much we are on the device,

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we as humans, we like to control our movement,

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our thoughts and at the same time we breathe life into each other.

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And it's so important to have think of all those elements

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when you start designing the building.

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Welcome to the nursing home podcast. Your goto

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source for professional insights in the long term care industry.

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Hear from leaders and experts as they share current and practical insights

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to help make the most of your day. I'm a long term care financial specialist.

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What that means is I help people plan for the inevitable.

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Nobody wants to think about getting old, but it's possible that someday we might

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need a little bit of care. Here's your host. Nursing home Administrator Turnpodcaster

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Schmoel, Septimasptimas.

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Welcome to another live recording of the

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Nursing Home Podcast, the podcast that

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explores and shares with our listeners

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and viewers a very open and transparent

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authentic view of what is actually going on in the nursing

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home world. And we're trying to explain things in simple terms that everybody

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can understand, try to remove some of the fluff and get down to business.

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Today's episode actually started out from a LinkedIn post

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that I saw of a new design of

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nursing homes and I shared it on LinkedIn and the thing really blew up.

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And apparently it's something that was an enigma, something that really

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doesn't exist in this space. And I'm really glad that

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the CEO of the Lancer Group, Gene McKenzie, was kind

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enough to lend me some of his time to come on the show today to

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discuss it. So, Jean, welcome to the nursing home podcast. Thank you.

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Schmeil thanks for having me. Yes,

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it's really a pleasure seeing that article.

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I think you shared it on LinkedIn or someone shared it on LinkedIn and

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just the pictures are really breathtaking and

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it was really just an amazing thing to imagine

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that there's a way of living and designing

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nursing homes that can be really

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so beautiful and something that can really change our

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perception of what nursing homes really look like.

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And I'm just going to share here for a moment of

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what it actually does look like. So here you can see that we have the

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picture. It looks like you're outside. It looks like there's sunlight and

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shadows. The outside patios looks

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like the ceiling was made somehow to look like the natural sky. And again,

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I'm just looking through these pictures, I don't know the full intricacies

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of what went on here. If you don't mind, can you share with us

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firstly how you got into this industry to begin with

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and then onto this design project?

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Absolutely. I'm an occupational therapist by background,

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so that's how I got into the space.

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I worked in long term care for a while and was

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the compliance director for a very large nursing home chain.

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At one point, I had about 120 nursing homes over twelve states

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that I was responsible for during that time.

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I thought I knew a bit about elderly care.

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When I started working directly with my clients and families, that's when I realized

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I had no clue. And yes,

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I got an undergraduate degree,

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a double Masters, I also have an MBA. But when

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I started engaging with them, I realized that there's so much I need

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to learn from them. And I was in my twenty s.

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And at the time I began to kind

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of format and realize that the folks

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that I'm seeing, I'm caring, I'm treating, they remind me

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of my old age. This is where I want to be.

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When I'm 70,

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you think six years old. And so I

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thought maybe when I turned 60, 65, is this

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where I want to be? Or should I create a space that

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would enable me to just not live but thrive?

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So I started doing a lot of research, and I think

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that there's a difference between living, surviving and thriving.

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And I just felt that we as humans, no matter how old we are,

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we should never stop thriving.

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It's so important for us to move forward, both mentally, socially,

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emotionally, and physically. Also.

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One of the things I realized as I was beginning to

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learn from my clients, my 95

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year olds, I just felt that what

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they were looking for is companionship.

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Someone they can talk to, someone people

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would sit down, they want someone to listen to them.

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And I think that's a pretty basic need.

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And I just felt that as a therapist,

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I'm like going from patient to patient to patient. Getting things

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done. The 30 minutes or 45

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minutes or an hour I have with them was extremely valuable.

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How can I incorporate that during my therapy sessions with

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them to make sure that they're not

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really they're loved, but they're very valued?

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It's very important. I think there's a difference between one of the things I realized

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in life was what is very important to us. We always

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tend to say that I like to be loved, but based

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on my research, I found that there's more than love. It's actually

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being valued. It doesn't matter how old

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you are. So I started

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looking at different environments, and even in my own

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life, when I go on vacation, when I go

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down to Florida, when I'm down by the beach or by the pool, I'm much

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more relaxed. And I

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said, there has to be something that makes me

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feel that way. And I started really looking into

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the environment. When you walk into

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a spa, you feel a lot more relaxed. You walk into

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a room that's filled with a lot of noise,

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it kind of annoys you. So the

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more and more I started studying and researching,

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I realized that we as a human, our attitude,

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our posture, the way we engage, the way we perceive

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every one of it is directly influenced by our five

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senses. So what we see, what we hear,

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what we touch, what we smell,

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what we taste, determines our attitude towards

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ourselves, the way we feel about ourselves, our thought

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process, and also the way we would engage with people

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around us. So that was pretty much one

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of the main factors that kind of drove me to start

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looking into building designs where I felt

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that I could create opportunities for people to

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relate, engage, interact with the environment, and also remove

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also receive the stimulus from the environment to

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shape one's behavior. And added you okay.

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That's fantastic. On so many different levels.

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And I want to hear the next step in a moment, but just to a

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couple of points I used to tell my activities staff,

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which sometimes are viewed at as the bottom of

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maybe least important in the building. And you try to find,

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you know, a nurse, a nurse has a college age

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sibling friend or something, you know, come in to activity to see what nursing homes

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are all about. I just tell them that they are the most important and

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no offense to the therapy people sorry Jean.

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I would tell them that they are the most important people in the building.

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And I explained to them that everyone else's job is to make sure that

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the patients or the residents live. Your job is to

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give them a reason to live. You're giving them life itself.

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Which is kind of similar to what you said is that somebody is 85 years

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old, 90 years old, unfortunately sometimes 45 years old, whatever age

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they are. And they're living in a long term care setting

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or even post acute care setting,

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whatever it is, they're in the nursing home. They want to feel that there's

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a reason for them to exist and they want to be able,

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like you said, companionship is such a basic human need.

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That's something that is still missing. We have X number of

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nursing hours, x number of 8 hours, therapy hours per patient

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day, and all the numbers how we calculate this stuff.

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Therapy does provide a unique opportunity for oneonone time.

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Sometimes when you have a oneonone session which sometimes cannot be had almost with

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any other staff member, that's not what they're there for,

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the care that they provide, but that

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is a need that enables the residents to

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thrive, which unfortunately

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is not always being met. Your other point also is

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we know that when we're in different physical environments,

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we react completely differently. Your other

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centered thinking is not that's great for me, let me go

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on vacation. Forget about the residence of the nursing home, then come back

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and say, okay, listen, I'm young and healthy. This is what I could do.

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Maybe this is what you guys did, but now you guys got to pay the

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price of being old. You're like, no, just the opposite.

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I don't need to go to Florida to make that happen. Let me bring Florida

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to these residents, and it doesn't mean that they necessarily enjoyed Florida,

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but let me make changes to their five senses where they are

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so that their quality of living will skyrocket today without

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having to take them, because that's not practical and it's not the right thing to

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do. And they shouldn't be going around and traveling this thing. You know,

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once in a while, family member may arrange something, but for the most part,

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they're there because they need to be there. But why

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can't it smell like a pleasant place? Why can't it look differently?

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Why can we ensure that their dining experience is

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something that we would want ourselves? And I mean, that way of thinking

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propels people like yourself, who,

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again, before this episode, I really knew very little about you. But I

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love meeting people who started from the bottom,

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kind of the bottom, and worked their way up because they're not

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being handed a silver platter. You're making decisions based on the

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knowledge and information that you have. But getting back to the design

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process, how did you implement that? What exactly did you

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do? Well, the key thing is

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I'm not independently wealthy, so I have

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to put a package together for

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my investors. And I always say this. You always want to tell a story

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like the way they want to hear it's,

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not like the way you want to say it. Always tell a story

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the way they want to hear it. So when I speak to my investors,

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deep in me, I'm concerned about my focus is care.

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My focus is efficiency, staff efficiency. My focus

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is labor costs. My focus is construction cost.

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When you look at a product,

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the biggest cost is your mortgage. The buildings that I

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have that I own, the mortgage is anywhere

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between $70,000 a month, $210,000 a

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month. So that's my biggest cost. The second biggest cost is my

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labor. Right? So then you have other miscellaneous stuff.

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And the key thing is,

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when you engage with investors, you really want

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to present you go on a package in such

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a way that because, again, investors are not we need them. They are

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looking for a rate of return. And so you want to speak economics,

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and at the same time, you want to connect economics to care,

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to services and everything that you provide. Most importantly

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most importantly, I think, is labor culture extremely

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important. At the Lantern group,

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there are two things that are very important for us. We are

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labor centric, staff centric, and client centric.

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What I felt is that if I treat my staff very well,

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then I don't have to worry about teaching them how to treat my

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clients. They will know exactly how they treat them,

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how I treat them. How I talk to them, how I engage with them,

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creating value. Let me just jump

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in. There one quick thing that I want to hear what you said, but I

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once said by a staff meeting that our residents are the second most important

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people as a group of people in the facility. And everyone got all upset.

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What do you mean? We're in long term cares. The residents. The residents. I said,

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no, let's be real. They're number two. Number one is the staff and

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the employees. And we can't just pay lip service to that. We have to actually

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mean it and take action to show that if we treat our employees

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the way that they should be treated, then our residents will get the results that

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they get. Or put another way, if you

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go in the days when we used to fly on planes,

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it annoys me to know when the fake stewardess smile.

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Right. Again, that's their job. But at the

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end of the day, you can tell when it's forced. And I'd

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rather just be real with me. Like, here I am doing my job. I've been

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doing this for 36 hours straight at the end of my shift.

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Take your stupid pretzels. But the point is,

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you can train people to smile, and they will smile

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when they remember the training, or you can make them happy, and they'll smile naturally,

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genuinely, and sensitively all the time, provide exemplary service.

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You clearly sign up for the second message. That's clearly

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how you guys run it. Absolutely. Well, the thing

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is, there's a general belief that you build and they'll come.

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Right. I think one of the

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things I'm trying to do is kind of like, move away from that mindset,

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the mentality you build, and people will come.

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I don't want nursing homes, but I have assisted living and

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memory care, and I don't want to house

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people. I don't want to put them in

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locked units when you come into our communities.

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And I got some pushback in the beginning because the staff,

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they had very valid concerns. And I said that

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the clients that live on the memory care side,

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I want their units unlocked.

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The clients that live on the al side, I want the unit secure.

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So essentially, they have a swab that

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they can use to get in and out. But I wanted

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my clients, my elderly, on the memory care site,

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on the cognitive care site, to have free access to the

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building. So there was this fear about elopement,

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losing them and things like that, managing and

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directing and guiding them. But I felt that the most important

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thing is to have to keep my clients

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active, my elderly active. Yes, there is a cognitive decline.

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Just because there's a cognitive decline, it doesn't mean that they have to be secure

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and kind of a corner to a

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certain space. So when I started designing

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the building, I was looking at everything very closely.

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How far my caregivers have to walk, how many steps they

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have to take before they can be in a client's unit. So when I start

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designing, I got to create the efficiency because I don't want

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a caregiver running from one corner of the building all the way to another corner

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of the building. Because even from a design standpoint, you start taking

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care of your caregivers, you want them to walk less. And I learned

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the hard way I really messed up a design and

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where my caregivers have to walk quite a bit.

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Now, when you look at the design, the key

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thing is I did a lot of research and what I found was

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we as humans, we breathe life into

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each other. We are social animals.

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Another reason, because of the pandemic, we are seeing a

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decline among our clients and also carrying our staff.

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And also we as humans, we are going through a lot of mental

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challenges, mental health issues. It's because we

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as humans, no matter how much we are on the device,

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we as humans, we like to control our movement,

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our thoughts, and at the same time, we breathe life into each

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other. And it's so important to have think of all those

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elements when you start designing the building. So when you walk into

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my building and the space was very designed

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with purpose, okay? So one of

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the things I realized was as you get older, not necessarily

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when you have Alzheimer's disease, as you get older,

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more so when you have Alzheimer's or certain types of

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certain forms of dementia, your retrogenesis,

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which means that you revert back to your early childhood days.

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Dr. Barry Reinsberg has a history

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of theory of retrogenesis. You revert back.

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So when folks start reverting back,

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we all revert back. As I'm getting older, I'm saying that

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when I meet my friends from my

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childhood days, it's amazing when I just see

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them, they become a source of memory that I

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never ever thought or remembered.

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But when I see them, memories that were created when

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I was with them, it starts coming back to them.

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There's something called a trace back theory. May a memory trace back theory,

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you're able to trace back and able to put older memories

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back in. So I feel a lot more

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excited, happy, engaged. See, when you

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ask my children about me, they'll give you a certain description

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of who I am. But if you ask my childhood friends

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who I am, they'll give you a very, very different description.

19:13.872 --> 19:18.612
The reason being is as we continue to grow and evolve with responsibilities,

19:18.687 --> 19:22.482
with marriage, with getting married,

19:22.572 --> 19:26.317
having children, we change, our personalities change.

19:26.440 --> 19:29.472
However, as we start getting older,

19:29.517 --> 19:32.932
we slowly reverting back to the early childhood days.

19:33.085 --> 19:36.777
So I felt that why create an environment

19:36.957 --> 19:40.347
that they will not be able to relate

19:40.392 --> 19:45.037
to? Why don't I take them to 1920s? Why don't I take them to 1930s

19:45.175 --> 19:49.042
and where I build homes. I mean, it doesn't really cost much,

19:49.090 --> 19:52.192
to be very honest. The way you

19:52.240 --> 19:55.947
do a typical stick build or a structural

19:55.992 --> 20:00.125
build, and the way I did,

20:00.487 --> 20:02.832
when you look at my buildings, you go like, my gosh, you would have spent

20:02.847 --> 20:05.977
a lot of money. Not really. I'm very cost conscious because I got to keep

20:05.995 --> 20:09.362
my mortgage down so that I can continue to be affordable.

20:10.237 --> 20:14.687
But the key thing is new mentality, new mindset,

20:15.262 --> 20:18.802
new approach. Try to find a way to

20:18.820 --> 20:22.467
move away from the way we did things and the way we're comfortable

20:22.527 --> 20:25.747
with. So I just felt that, what if

20:25.780 --> 20:29.512
I bring natural elements inside, which is the

20:29.650 --> 20:33.262
sunlight? If I'm not able to bring the natural light inside,

20:33.325 --> 20:37.182
can I create a virtual sky ceiling? Can I tie the virtual sky ceiling

20:37.197 --> 20:40.527
to the weather cloth and figure a way to increase

20:40.557 --> 20:43.597
the brightness dimmet as we go through the day?

20:43.780 --> 20:47.662
So essentially, by doing the inside, I'm able to

20:47.725 --> 20:51.072
reset one physiological or biological

20:51.117 --> 20:54.192
clock. When you go into a casino,

20:54.327 --> 20:57.352
you don't know what time it is because it's so dark, you have to look

20:57.370 --> 21:01.357
at the clock. But now, when I

21:01.360 --> 21:04.822
bring it outside, my clients are using the

21:04.855 --> 21:08.182
environment to figure out what time it could be. They are

21:08.185 --> 21:11.452
not walking down the hallway at

21:11.470 --> 21:14.872
seven in the evening asking for breakfast. Especially you see that with

21:14.905 --> 21:18.292
folks with dementia, certain forms of dementia. So can I use

21:18.340 --> 21:20.837
the environment to modify their behavior?

21:21.337 --> 21:25.132
We brought in water features. Two molecules of

21:25.135 --> 21:29.022
hydrogen and one molecule of oxygen. When the water hits the ground, it splits.

21:29.067 --> 21:32.772
It creates more negative ions and less positive ions.

21:32.892 --> 21:35.377
So we know, you and I know that negative ions are good for us.

21:35.395 --> 21:38.907
It helps us relax. So creating greens

21:38.922 --> 21:42.267
as water features, then using color combinations

21:42.327 --> 21:45.967
that are very natural. See, the colors that you and I go, no matter

21:46.015 --> 21:49.782
what, what part of the world we come from, we grow up with natural colors.

21:49.872 --> 21:53.397
You know, the sand, the water, the sky, the grass.

21:53.517 --> 21:57.237
You know, a different variant, the stone color, the pebble, the marble.

21:57.387 --> 22:01.122
So trying to stay very close to those natural colors.

22:01.167 --> 22:05.722
Colors will also help with us,

22:05.830 --> 22:09.247
help with in offering a sense of serenity or

22:09.280 --> 22:13.267
tranquility. So little,

22:13.315 --> 22:16.702
little things we pay attention to. There's something called as

22:16.795 --> 22:20.617
perception in action. Perception in action. So I

22:20.665 --> 22:23.752
always ask my staff, hey, when you see a

22:23.770 --> 22:27.737
gentleman who's very well dressed, beautifully in a groomed

22:28.312 --> 22:32.362
at a gas station, pumping gas, and if I asked you to guess who

22:32.425 --> 22:35.572
he is or what he does for a living, what would you say? And they

22:35.605 --> 22:39.417
said, well, he's a marketing executive or he's a lawyer.

22:39.552 --> 22:42.887
But that judgment.

22:43.537 --> 22:48.027
They're making a judgment based on a perception, past experiences.

22:48.207 --> 22:52.167
But in reality, the gentleman could be a car mechanic

22:52.227 --> 22:55.925
who actually is on his way to church or to a funeral home.

22:56.437 --> 22:59.667
So when we start creating environments

22:59.802 --> 23:03.962
that will create opportunities

23:04.462 --> 23:07.337
to bring past experiences and perceptions,

23:08.437 --> 23:12.500
in essence, humanizing the environment. That's the right word.

23:13.537 --> 23:16.767
Then you're able to I think we'll be able to modify

23:16.827 --> 23:20.872
the client's behaviors the way they engage, the way I

23:20.905 --> 23:24.627
always say functional behaviors. I call them functional

23:24.657 --> 23:27.927
behaviors and dysfunctional behaviors. So I felt

23:27.957 --> 23:31.475
that using environment, I'll be able to help

23:31.987 --> 23:35.097
our elderly live a life to their preference,

23:35.142 --> 23:38.312
to the desire. Mazing,

23:38.812 --> 23:42.522
I have some technical questions, but even before that so you're talking to investors.

23:42.567 --> 23:46.077
I know I jumped in before. You need to paint to them a story that's

23:46.107 --> 23:49.257
going to make sense for them, and they're going to see the return on investment.

23:49.422 --> 23:53.037
So to them, probably, if they were to see the pictures

23:53.187 --> 23:56.577
of what you want to build before it's built, which you probably showed

23:56.607 --> 23:59.572
them, they'll be like, oh, my gosh, how much is this going to cost?

23:59.680 --> 24:03.807
It's cool that maybe you'll get better patient care. And let's

24:03.822 --> 24:05.750
be honest, the investors, like you said,

24:07.387 --> 24:10.487
their job is to get a good ROI.

24:11.437 --> 24:14.917
How did you talk to them about cost? Two things.

24:14.965 --> 24:18.062
How do you talk to them about cost containment? And additionally,

24:18.412 --> 24:21.652
did you promise to them any increase in revenue, or did

24:21.670 --> 24:25.002
you tie it somehow the results that you might see to increase

24:25.032 --> 24:28.297
revenue so that you can speak the language? And again, I understand that

24:28.330 --> 24:31.707
your goal is not just the finances. Your goal

24:31.722 --> 24:34.927
is actually to provide that level of living which they

24:34.945 --> 24:39.072
deserve. But when you're talking strictly to money people, it's so convenient

24:39.117 --> 24:42.202
to have this hypothetical question, because now we don't have to be the

24:42.220 --> 24:45.792
bad ugly. Money people will make the investors the bad ugly.

24:45.852 --> 24:48.547
But were you able to tie revenue to this as well?

24:48.730 --> 24:53.047
Absolutely. Absolutely. I think the most important thing is we

24:53.080 --> 24:56.017
need investors. And some may see them as,

24:56.065 --> 25:00.622
okay, they're bad people. All they need

25:00.655 --> 25:04.527
is a return on their investment. But again, in today's

25:04.557 --> 25:07.462
world, you need money.

25:07.600 --> 25:11.092
You need money to get things done. Yes,

25:11.290 --> 25:15.207
you have a good objective. You have a vision, you have a mission.

25:15.372 --> 25:18.802
You want to make an impact. You want to impact the larger good,

25:18.895 --> 25:21.952
influence the greater good. To do all that,

25:22.045 --> 25:24.275
we need money. And I think that's important.

25:25.237 --> 25:28.752
So money is really not a bad thing. When you become greedy, I think that's

25:28.782 --> 25:31.867
when it turns into something else.

25:32.065 --> 25:35.527
So when I spoke to my investor, I'll tell you what

25:35.545 --> 25:38.632
I did. So essentially, this may sound

25:38.785 --> 25:42.667
very crude by me saying

25:42.715 --> 25:46.707
this, but see our cash flow

25:46.797 --> 25:50.307
as a business entity, right? What is our cash flow?

25:50.322 --> 25:53.997
Who is our cash flow? Our cash flow is our elderly

25:54.042 --> 25:57.397
clients, right? So our

25:57.430 --> 26:00.747
sales and marketing people, they are pretty much they run the revenue,

26:00.792 --> 26:04.407
they drive the revenue. They're all cost centers.

26:04.497 --> 26:07.357
I'm a cost center. I could be the CEO of the corporation, but I'm a

26:07.360 --> 26:10.627
cost center. I'm consuming but it's my sales and

26:10.645 --> 26:14.137
marketing staff. In a nursing home you've got sales and marketing and you

26:14.200 --> 26:17.837
also have your MDS nurse that maximizes

26:18.937 --> 26:22.147
reimbursement. So the key thing

26:22.180 --> 26:25.822
is I've always looked

26:25.855 --> 26:29.652
at okay, I've always felt that if you address people's Spain,

26:29.757 --> 26:33.622
you don't have to worry about the bottom line. You have to find

26:33.655 --> 26:36.402
a way to address people's Spain effectively,

26:36.507 --> 26:39.577
like the way they prefer, the way they desire and the

26:39.595 --> 26:42.487
way they would accept it and they would embrace it.

26:42.625 --> 26:46.327
So the key thing is when

26:46.345 --> 26:49.647
it comes to my business, what is their pain? Aging,

26:49.692 --> 26:53.572
fear of aging? What happens when I move into a building like this?

26:53.755 --> 26:57.072
Where am I going? What's going to happen to me? I give up my independence.

26:57.117 --> 27:00.952
I was living at 2400 square foot home. Now I'm confined to

27:01.045 --> 27:05.300
maybe a 200ft or maybe a 400 sq ft space.

27:05.662 --> 27:09.962
So the key thing is our cash flow is our clients.

27:10.387 --> 27:13.867
I have to create an environment. I have to create programs and

27:13.915 --> 27:17.872
services to help them live longer and

27:17.905 --> 27:22.002
live healthier, right? So when I go to my investor I'm

27:22.032 --> 27:26.017
saying, okay, this is what the Lantern program will

27:26.065 --> 27:30.322
help them live longer, will live healthier by

27:30.355 --> 27:33.652
me creating these spaces, by having a

27:33.670 --> 27:37.837
program called Jive, by having a program called Suez, by having

27:37.975 --> 27:41.842
other support services. It's going to prolong their

27:41.890 --> 27:45.887
life. So to them life is cash flow.

27:46.237 --> 27:49.852
So there's the consistency for them. So anything that

27:49.870 --> 27:53.452
I do, to me money is important to run my show.

27:53.620 --> 27:57.125
But as a caregiver, my focus is

27:57.562 --> 28:00.892
the service of the program. But at the same time I also have to speak

28:00.940 --> 28:04.702
to my investors who is going to be funding me. And so I got to

28:04.720 --> 28:08.900
speak the language. So to them I always tie the cash flow to

28:09.787 --> 28:12.812
able to help my clients live longer and healthy.

28:13.162 --> 28:16.647
Amazing. So I want to point out something. I think you're being too humble

28:16.692 --> 28:20.487
here. It's uncommon to have a CEO

28:20.562 --> 28:23.677
that genuinely can dance at both weddings, if you will,

28:23.695 --> 28:27.172
that generally can speak to both to

28:27.205 --> 28:31.027
both end users in a meaningful way. Meaning that

28:31.045 --> 28:34.867
you genuinely get the care aspect. You generally understand and

28:34.915 --> 28:38.272
really want the best. For the residents that almost if money

28:38.305 --> 28:42.412
was irrelevant you would still be doing all these things. You got paid like

28:42.475 --> 28:46.027
the therapist that you were, you would still be very happy walking up and

28:46.045 --> 28:49.747
down the halls and seeing smiling residents not

28:49.780 --> 28:53.462
asking for breakfast at 06:00 p.m. Because they see the lights are dimming.

28:54.337 --> 28:57.592
They're not confused about where they are because they're in some

28:57.640 --> 29:01.287
sort of outdoor area. They're not restricted. They don't feel like prisoners.

29:01.362 --> 29:05.077
They have engaging activities and you listen to a whole slew of programs that

29:05.095 --> 29:08.502
we could probably have a separate conversation, but each one of them we don't

29:08.532 --> 29:11.997
have the time today, but I can already tell from this conversation.

29:12.042 --> 29:15.912
I'm sure each one is as detail oriented, thought provoking,

29:15.987 --> 29:19.677
and not a marketing splash to fool

29:19.707 --> 29:22.852
the case managers that were actually different from

29:22.870 --> 29:26.182
the nursing home down the street so that we can make more money. I used

29:26.185 --> 29:30.027
to be frustrated with programs, quote, unquote, that were created

29:30.132 --> 29:34.072
solely for the purpose of differentiation. And the residents are

29:34.105 --> 29:37.417
maybe not always thought about when we have this problem, that problem,

29:37.465 --> 29:41.347
what does this program exactly mean? Without going down

29:41.455 --> 29:45.037
that road? But the point is that you genuinely understand the care

29:45.100 --> 29:48.502
aspect, and not just understand you're a

29:48.520 --> 29:52.175
part of the care aspect and not just a cost center.

29:52.612 --> 29:56.557
And at the same time, you generally understand the finances in the business center

29:56.635 --> 30:00.192
as well. And therefore you can have an intelligent conversation.

30:00.327 --> 30:03.517
And you're not going to tear your heart out when you say that living longer

30:03.565 --> 30:07.077
and healthier makes you more money. And you save on expenses

30:07.182 --> 30:10.572
of not having residents in the facility when they're out at the hospital.

30:10.692 --> 30:14.257
And all you get is a bedhold, if that much, and you may

30:14.335 --> 30:18.397
lose them completely. So having someone in

30:18.430 --> 30:21.427
that role that really understands both ends, a lot of times you'll have someone who

30:21.445 --> 30:25.522
just understands the finances, then there's the friction between them and

30:25.555 --> 30:28.850
the people who work for them, because all you care about is dirty money.

30:29.512 --> 30:32.797
But we're getting paid much less than you. We work harder than

30:32.830 --> 30:36.247
you. We actually care. So just because you want us to do this,

30:36.280 --> 30:39.427
we don't care about your new rules and your new regulations. You're going to make

30:39.445 --> 30:42.697
a beautiful facility with sunlight and all this. Yeah, that's probably

30:42.730 --> 30:45.892
because somehow you're making more money, you don't really care. And the other way around

30:45.940 --> 30:49.777
as well, investors will tune you out because you're the clinician in scrubs who,

30:49.870 --> 30:53.452
unfortunately, they don't really care about them that much. That's not

30:53.470 --> 30:57.297
their job. Their job is to finance business tools,

30:57.417 --> 31:00.847
business vehicles that can bring an ROI for their money or

31:00.880 --> 31:03.997
other people's money if they're managing other people's money. So really,

31:04.105 --> 31:08.012
getting both sides to understand this fully is critical.

31:08.587 --> 31:11.832
And this is I'm going to speak now as an administrator, for any administrator.

31:11.847 --> 31:14.097
I used to try to do this. I don't know if I was as successful

31:14.142 --> 31:17.622
as you are, but I'll tell the staff, our goal

31:17.667 --> 31:20.647
is to make money. We want to make a lot of money. We're a for

31:20.680 --> 31:23.977
profit facility. We want to make a lot of money. I should say the

31:23.995 --> 31:27.057
money. The word money a lot of times make everyone really uncomfortable,

31:27.147 --> 31:30.157
especially talking to clinicians. What do you mean,

31:30.235 --> 31:32.977
money? Who cares about money? It's all about the care, I said. Really? It's all

31:32.995 --> 31:36.577
about the care. Do you mind if we suspend your paycheck for

31:36.595 --> 31:39.502
the next six months? I need money. Who cares about money?

31:39.520 --> 31:42.772
It's all about the care. Oh, well, I need the money to pay my bill

31:42.805 --> 31:46.522
so that I provide the care. OK, we're in the. Same place. The more

31:46.555 --> 31:49.807
money we have, the more profitable we have, the better care we can provide.

31:49.960 --> 31:53.652
In order to make that money, we have to provide this good care. So it's

31:53.682 --> 31:58.377
okay. And I think it's critical and it's important for clinicians

31:58.482 --> 32:02.997
to understand that money is a real factor. And that's

32:03.042 --> 32:06.472
a challenge for anyone in any management role in

32:06.505 --> 32:10.072
healthcare, but specifically in nursing homes to do. And then

32:10.105 --> 32:13.567
the other side is, when you're on the CEO level and you're taking

32:13.615 --> 32:16.972
money from investors and you want to show them they

32:17.005 --> 32:20.300
should understand to some level that care is not zero.

32:20.737 --> 32:25.027
Care is a variable because it relates to bottom line the

32:25.045 --> 32:28.552
ROI they'll get on their investment. But also, maybe you can

32:28.570 --> 32:32.525
influence them a little bit, investing in making

32:32.887 --> 32:36.742
seniors lives better, more productive, giving them a reason to

32:36.790 --> 32:40.562
live, might be better than Bitcoin,

32:41.362 --> 32:44.997
even if the revenue was the same. I think it's probably a better financial investment

32:45.042 --> 32:48.397
anyway. But that's a different conversation. So I think that just

32:48.430 --> 32:51.275
the fact you can bridge that gap, just that point.

32:52.237 --> 32:55.925
I think it should be a fantastic example for others,

32:56.362 --> 32:59.842
if you don't mind. I see the time. We can do this all day,

32:59.890 --> 33:04.102
because this is really fascinating. But I

33:04.120 --> 33:07.522
want to know how this worked out. How many facilities actually have this

33:07.555 --> 33:11.075
type of design? From the article that I showed before,

33:11.512 --> 33:14.537
how is it working out for residents? How is it working for staff?

33:15.037 --> 33:18.792
Were there unforeseen challenges, unforeseen rewards

33:18.852 --> 33:22.192
that you didn't expect? How did it all pan

33:22.240 --> 33:26.197
out? Well, I think when we rolled out the design for

33:26.230 --> 33:29.362
the first time in 2011, we were way far ahead.

33:29.425 --> 33:33.072
And so we got some pushback,

33:33.117 --> 33:36.382
and which is fine. I enjoy that.

33:36.535 --> 33:40.100
To me, that motivates me to move, and I keep doing what I do.

33:41.287 --> 33:45.037
But I think a year,

33:45.100 --> 33:48.777
I think after, I fortunately

33:48.807 --> 33:51.952
felt that I was not going anywhere with the design,

33:52.045 --> 33:57.397
and we

33:57.430 --> 34:00.547
started having some challenges. And again, this was a new design and things

34:00.580 --> 34:04.147
like that. So we had a lot of people come in toward the building because

34:04.180 --> 34:07.467
it looked different. It's beautiful. It looks like Vegas.

34:07.602 --> 34:10.777
But we were not doing a good

34:10.795 --> 34:14.197
job. I always take responsibility. I was

34:14.230 --> 34:17.622
not doing a good job explaining to my staff

34:17.742 --> 34:21.202
what we built and how we built it and the

34:21.220 --> 34:24.037
purpose. The key thing is,

34:24.175 --> 34:27.937
one of the reasons why people live up to 100 years of age without

34:28.075 --> 34:30.887
diseases is they all have a sense of purpose.

34:32.587 --> 34:35.977
And so I have it's important for me to create a sense of

34:35.995 --> 34:39.442
purpose among my staff and

34:39.490 --> 34:42.727
also understand that I create a sense of purpose even for

34:42.745 --> 34:46.372
my clients. So we have some challenges in the beginning, for six,

34:46.405 --> 34:49.192
seven months later, I say, you know what? Let's not worry about the program.

34:49.240 --> 34:52.852
Let's not worry about the service. Let's just market the building.

34:52.945 --> 34:55.400
It's pretty beautiful. Let's keep filling it.

34:57.637 --> 35:00.212
I felt like I was not getting anywhere.

35:00.562 --> 35:04.452
And that's when my caregivers,

35:04.557 --> 35:07.852
they called me and said, we like to meet with you. And I

35:07.870 --> 35:11.225
said, sure. And they said that, we heard that you're thinking about

35:12.187 --> 35:15.967
changing the direction. I said, yeah, I was thinking about because I just felt that

35:16.015 --> 35:18.712
maybe a burden on you guys.

35:18.850 --> 35:22.492
And they said that gene, absolutely not. We have

35:22.540 --> 35:26.247
seen our clients, especially the clients with Alzheimer's disease,

35:26.442 --> 35:29.752
they do very well. We are able

35:29.770 --> 35:33.657
to get people to paint again. We are able to get people to wash

35:33.747 --> 35:37.177
their face again. And please do not

35:37.270 --> 35:40.227
walk away from this program. So I think that was very encouraging.

35:40.332 --> 35:43.332
And I really kind of like see, the thing is, as a CEO, sometimes you're

35:43.347 --> 35:46.617
in a very lonely place, and you need that motivation

35:46.677 --> 35:49.567
from your staff to tell you that, hey, Adam boy, are doing a good job.

35:49.615 --> 35:53.242
We are with you. Let's keep moving forward. Like anyone,

35:53.365 --> 35:56.512
we're also humans, and we need that level of support and help.

35:56.650 --> 36:00.007
And I think when I heard that,

36:00.085 --> 36:03.577
that's it, I said, there's no way. That really kind

36:03.595 --> 36:08.077
of propelled me forward. And they felt that we

36:08.095 --> 36:09.800
have a section in our building.

36:12.112 --> 36:15.127
This particular when we started in 2011, at the time,

36:15.295 --> 36:18.287
it was new, so it was a little bit more expensive,

36:19.612 --> 36:23.632
expensive, a little bit more than residing in

36:23.635 --> 36:26.682
another part of the building. And so when families

36:26.847 --> 36:31.487
move their loved ones and when they felt that they were not able to afford,

36:32.587 --> 36:35.647
they love the program, they love the design, they love everything.

36:35.830 --> 36:40.100
They made a conscious decision to move their loved one to another

36:41.512 --> 36:43.400
space, another section of the building.

36:45.187 --> 36:48.737
We saw that the clients started rapidly declined.

36:49.837 --> 36:54.007
When I said rapidly, I meant like in this particular

36:54.085 --> 36:57.927
space. We felt that special income came to Alzheimer's.

36:57.957 --> 37:01.372
We were able to slow the progression of the disease. Well,

37:01.555 --> 37:04.777
when we moved them away from this space, we call it the

37:04.795 --> 37:06.897
name of the program, or the design is called Swayz.

37:06.942 --> 37:10.302
S-V-A-Y-U-S. We felt

37:10.332 --> 37:14.307
that they were declining in spite of activities, in spite of exercises,

37:14.397 --> 37:18.397
in spite of other things. So I

37:18.430 --> 37:21.877
just felt that maybe this is something that

37:21.895 --> 37:24.972
I need to continue to build upon. So I started getting a lot of feedback

37:25.017 --> 37:28.327
from my families, my staff, letting me know what are the

37:28.420 --> 37:31.625
challenges that they had with that design in.

37:32.062 --> 37:35.332
And we made some changes as we continue to move forward.

37:35.410 --> 37:39.287
So we have three buildings in Cleveland, Ohio, east of Cleveland.

37:40.387 --> 37:43.837
And I'm getting ready to build a newer building now,

37:43.975 --> 37:47.782
but it's a different program. I developed a program

37:47.860 --> 37:51.522
called the Centenarian. The word centenary

37:51.567 --> 37:56.577
means 100. So I was really inspired

37:56.682 --> 38:00.672
by I was at a Nick conference a few years ago. I believe it's 2016

38:00.717 --> 38:04.327
or 2017. I heard Dan, the gentleman who

38:04.420 --> 38:07.777
created this concept of blue zone cannot concept, but who are

38:07.795 --> 38:11.092
really a research on blue zone. When I heard him speak and I said,

38:11.140 --> 38:14.517
wait a second. Can I create a virtual

38:14.577 --> 38:18.097
blue zone? Blue zones are about

38:18.130 --> 38:21.187
seven blue zones in the entire world. In our country.

38:21.250 --> 38:24.847
There's a blue zone in California loma Linda, California where

38:24.880 --> 38:27.852
people live up to 100 years of age without any diseases.

38:27.957 --> 38:31.567
And so he studied white people live up to hundred years of age.

38:31.690 --> 38:35.242
And I just felt that, can I create

38:35.290 --> 38:39.562
a program around the blue zone? So now the next design

38:39.700 --> 38:43.407
that I'm designing in fact, I'm meeting with my architect tomorrow. This is the fourth

38:43.497 --> 38:47.302
drawing that we are doing. Can I create a space where

38:47.395 --> 38:51.712
I can enable people to live up to 100? I also

38:51.775 --> 38:55.362
realized that how children, younger generations

38:55.437 --> 38:59.087
bring smile to the elderly. As I'm getting older,

39:00.112 --> 39:04.492
I like hanging out with my folks my age, but I

39:04.690 --> 39:08.687
enjoy hanging out with my younger staff, too, because they are full of ideas.

39:09.337 --> 39:13.302
And the key thing is, for me, I need to be radically open minded,

39:13.407 --> 39:16.775
not dismiss them because they're 20 years younger than me.

39:17.812 --> 39:21.742
They're a different generation. I'm a Gen X. We have a Gen Z.

39:21.790 --> 39:25.332
I'm getting ideas from Genesis, from the millennials,

39:25.422 --> 39:29.677
and I'm trying to expand the operation to

39:29.695 --> 39:33.127
create opportunities where people can live up to 100 years of age.

39:33.220 --> 39:36.952
You know what? I think maybe we

39:36.970 --> 39:39.997
should continue to have assisted living in memory care, but we

39:40.030 --> 39:43.432
also have to create designs and opportunities where people

39:43.510 --> 39:47.242
from different walks of life, different generations are

39:47.290 --> 39:51.322
able to come and live in a 20. Acre or 25

39:51.355 --> 39:55.122
acres or 15 acre space where if I can create a green zone,

39:55.167 --> 39:58.992
a smart zone, and bring in those plants that are responsible

39:59.052 --> 40:02.527
for enabling people to live up to 100, maybe one

40:02.545 --> 40:06.137
of the things I can do is prevent people from actually getting the disease.

40:06.487 --> 40:09.267
Diseases like Alzheimer's and other forms of dementia.

40:09.402 --> 40:13.102
So that is a new model. We hope to launch it break

40:13.270 --> 40:16.537
we broke ground. We hope to launch it in a year or so.

40:16.600 --> 40:19.325
I'm kind of excited about it. Yeah, I can tell.

40:20.137 --> 40:24.292
No, kind of excited about you. I'm super excited. But this is what makes you

40:24.490 --> 40:28.402
smile. This is what you can hear and see. It how

40:28.420 --> 40:30.800
important this is to you.

40:31.387 --> 40:34.702
These don't sound like, let's see,

40:34.795 --> 40:39.097
retrofitting it. Are any of these programs okay?

40:39.130 --> 40:42.667
I have too many questions at the same time. Cut question

40:42.715 --> 40:46.102
is like this. If I own a nursing home today or

40:46.120 --> 40:50.767
someone else owns a facility, or anyone, even someone has

40:50.890 --> 40:55.062
decision making abilities to make structural changes to their existing

40:55.137 --> 40:59.007
space, are there ways to dramatically

40:59.172 --> 41:02.687
change an existing typical

41:03.562 --> 41:07.357
dreary. Long hallway space,

41:07.510 --> 41:11.347
long grandfathered in hallway into

41:11.455 --> 41:14.797
something like this? Have you done that or all

41:14.830 --> 41:17.150
your projects so far? The three places that you did,

41:17.587 --> 41:20.977
was that all new construction? The last two

41:20.995 --> 41:25.187
were new construction. The first one was a renovation.

41:26.737 --> 41:30.050
And answering your question, yes, it can be done.

41:30.862 --> 41:34.362
Typically, you walk into our buildings.

41:34.437 --> 41:37.522
The building like this one particular building close

41:37.555 --> 41:40.337
to my corporate office has a 20 foot ceiling.

41:41.962 --> 41:46.852
Then a building in Sabro has a

41:46.870 --> 41:50.332
twelve foot ceiling. The building in Madison, I believe, has a

41:50.335 --> 41:54.487
ten foot ceiling on a very

41:54.550 --> 41:56.612
narrow corridor.

41:57.487 --> 42:00.577
Responding to your question, yes, it can be done. It doesn't matter how old the

42:00.595 --> 42:03.712
building is. The key thing is you want to make sure that anything,

42:03.775 --> 42:06.650
any addons you do that. You follow the fire code,

42:07.612 --> 42:11.137
the width and the inches and things like that. But it

42:11.200 --> 42:14.397
can be done. I've talked to many providers

42:14.442 --> 42:17.902
about getting it done. They were very excited and they

42:17.920 --> 42:21.402
want to do it. I think COVID kind of like slowed

42:21.432 --> 42:24.702
things down. But it can be done. Yes. Can you bring in natural

42:24.732 --> 42:28.377
light inside? Yes, absolutely. There are ways you can bring natural

42:28.407 --> 42:31.527
light if you are not able to bring astral light. You can take the ceiling

42:31.557 --> 42:37.392
tiles down and put the virtual sky ceiling, and you can put Led

42:37.452 --> 42:41.917
lights behind it. So, yes, there's so much you can do just

42:41.965 --> 42:45.427
as you're speaking. I'm remembering when I was an

42:45.445 --> 42:49.222
administrator for building here in Massachusetts, I think it was my very first building,

42:49.405 --> 42:53.472
we actually walked with Dr. Paul Rey.

42:53.517 --> 42:56.787
So Dr. Paul Rey wrote the regulations

42:56.937 --> 43:01.102
for what the definition of a dementia certified unit is.

43:01.195 --> 43:04.572
Again. Maybe just from Massachusetts. For sure, from Massachusetts.

43:04.617 --> 43:08.227
And we actually walked with him and he showed us this

43:08.245 --> 43:11.457
was not from a marketing standpoint, this was for regulatory compliance,

43:11.547 --> 43:14.632
that you cannot say that you have a dementia unit. You cannot put

43:14.635 --> 43:18.597
that on your marketing material. Again, it might not be just Massachusetts,

43:18.642 --> 43:22.625
but for sure here you cannot unless you fit certain

43:22.987 --> 43:26.577
criteria. And most of it is within construction.

43:26.682 --> 43:30.642
So he actually showed us what not to have on the floor.

43:30.777 --> 43:33.772
What you can have on the floor, you can't have a shiny floor, you can

43:33.805 --> 43:37.482
have black spaces because to them that appears to be like a hole,

43:37.572 --> 43:40.852
what the end of the hallway should look like, how much outdoor space do you

43:40.870 --> 43:43.777
have? What does outdoor space look like? And a lot of it has to do

43:43.795 --> 43:47.332
with lighting in the ceiling, how bright it has to be when it changes

43:47.485 --> 43:50.387
during different times of day. I don't remember all the regulations,

43:50.737 --> 43:55.187
but I think that the critical takeaway

43:55.912 --> 44:00.177
that I'm taking from here. And I really hope if there are other operators listening,

44:00.282 --> 44:03.662
or if anyone listening who can influence operators,

44:04.612 --> 44:08.347
we come from the wrong standpoint. We are just, I guess my

44:08.380 --> 44:12.277
personal experience and others that I've seen in the industry a

44:12.295 --> 44:15.652
lot of times we start from because census is such a

44:15.670 --> 44:18.587
pressure, specifically nursing homes,

44:19.912 --> 44:23.877
because staffing is such a challenge, because survival

44:23.982 --> 44:27.802
is such a challenge. And I think the average census is like 75% these days.

44:27.895 --> 44:32.052
In nursing homes. So Covet has really taken a terrible

44:32.082 --> 44:35.497
situation, made it almost unbearable. And many nursing homes have

44:35.530 --> 44:39.307
closed. So a

44:39.310 --> 44:42.502
lot of time, we start so close to the ground, right? So we

44:42.520 --> 44:45.922
want to have a dementia program. So the way we look at it is not

44:45.955 --> 44:49.482
how can we create the best possible experience for our residents?

44:49.647 --> 44:52.702
No one goes into this industry because they don't care about residents. They go there

44:52.720 --> 44:55.947
because they care, and that's why they choose to do this, as opposed to commercial

44:55.992 --> 44:59.502
real estate or something else. So of course they care. Otherwise they wouldn't

44:59.532 --> 45:02.525
do this. But at the same time, they start from,

45:02.962 --> 45:06.802
what's the cheapest way I can get a qualify this is

45:06.820 --> 45:09.727
why I did that walk through, right? This is what the company was trying to

45:09.745 --> 45:13.692
do. We wanted to mention the program. We had a very sophisticated

45:13.752 --> 45:17.422
dementia program. We had stage one, stage two, stage three. We had different

45:17.455 --> 45:21.397
units. We had different programs. Which one? We had

45:21.430 --> 45:24.727
a dementia I forgot what we called her, but someone in charge of the whole

45:24.745 --> 45:28.662
program. We had a lot of details worked out, and we had fantastic outcomes.

45:28.737 --> 45:31.917
But we said we wanted to be dementia certified. Maybe we even got into trouble

45:31.977 --> 45:35.075
for saying that was dimension certified. So we wanted to go through it.

45:35.812 --> 45:38.752
But then we saw the cost, and it's like, wait, how much money are we

45:38.770 --> 45:41.962
actually going to make? This is going to be significant enough,

45:42.025 --> 45:45.667
more than we thought. And should we do it? Or really any program

45:45.715 --> 45:48.952
that we create? Okay, so here's the short of what I'm trying to

45:48.970 --> 45:52.412
say is what I'm learning from you in this conversation,

45:55.237 --> 45:59.347
whether you're looking at from a care standpoint or finance standpoint and they

45:59.380 --> 46:02.087
must be married together in order to be successful.

46:03.337 --> 46:06.622
Instead of looking at the shortest path to the

46:06.655 --> 46:10.177
greatest ROI, we need to have a preliminary program.

46:10.270 --> 46:14.002
Okay? I want one pulmonologist overseas, seven facilities that come

46:14.020 --> 46:17.847
in every three months. And now we have a pulmonary program. Now let's

46:17.967 --> 46:21.232
announce that to the world and our marketers and salespeople doing that.

46:21.385 --> 46:25.272
Instead of looking at things that way, let's look at actually changing

46:25.317 --> 46:28.692
results. Let's look at making significant investment

46:28.752 --> 46:32.047
if necessary, not stupidly. We want to control our

46:32.080 --> 46:34.897
costs. We want to make sure that everything is done in the right way.

46:35.005 --> 46:39.050
But let's look at doing something maybe dramatically different,

46:39.487 --> 46:43.032
maybe even expensive. It doesn't have to be expensive to be successful,

46:43.122 --> 46:46.702
but let's not rule it out, because as you said before, let's look

46:46.720 --> 46:49.777
at dramatically changing the bottom line outcomes. Because if

46:49.795 --> 46:52.902
you could push an easy button and push a button and all of a sudden

46:53.007 --> 46:55.527
residents are living longer and healthier,

46:55.707 --> 46:58.792
everyone is going to be happy. The hustle is going to be happy.

46:58.840 --> 47:01.177
The regular is going to be happy. The investor is going to be happy.

47:01.270 --> 47:04.402
And whatever your role is in all this, you'll be happy as well,

47:04.495 --> 47:07.897
because everybody wins when that happens. So instead of

47:07.930 --> 47:11.537
just taking like a short route and then cutting corners,

47:13.537 --> 47:17.152
here one more point here. Operators would dream to do

47:17.170 --> 47:19.777
what you're doing, but they're not doing it. Like everyone looks at it. I think

47:19.795 --> 47:23.002
that's one reason why that post. I think what I just wrote, like, when I

47:23.020 --> 47:26.002
say the word nursing home, I think this is what my post was. When I

47:26.020 --> 47:29.602
say the word nursing home, an image, you immediately conjure up an image in

47:29.620 --> 47:32.347
your mind. Then I think I just wrote, like, at bed, it didn't look like

47:32.380 --> 47:35.752
this. And I put a picture from the article, something like that, or linked to

47:35.770 --> 47:40.012
the article, and everyone had old whatever. It went crazy

47:40.150 --> 47:43.552
because that's not what people think. So I think to me,

47:43.570 --> 47:46.932
that is the key takeaway. And I just saw the time and I apologize

47:47.022 --> 47:50.452
way over time here. If you have another couple of

47:50.470 --> 47:51.050
minutes,

47:54.187 --> 47:57.952
you have all these new programs that we can talk about all day, but I

47:57.970 --> 48:01.732
know you mentioned before we went live about your latest project

48:01.810 --> 48:04.822
or one of your latest projects. Can you tell us a little bit about this

48:04.855 --> 48:07.862
new resource, which you've created,

48:08.587 --> 48:11.750
how that came to be and how people can take advantage of that?

48:12.787 --> 48:19.072
Thank you. Thanks for bringing that up. So I

48:19.105 --> 48:22.850
always felt that no matter what situation we are in,

48:23.512 --> 48:26.872
there's always an opportunity. And one of the things I teach my

48:26.905 --> 48:30.247
children and my staff is that when you look at a

48:30.280 --> 48:34.027
problem, see it as an opportunity. Don't look it

48:34.045 --> 48:37.552
as a problem. If you approach it as a

48:37.570 --> 48:41.092
problem, you'll never be able

48:41.140 --> 48:44.902
to be created. Step outside of the box and really

48:45.070 --> 48:48.382
address the problem. Because what happens is you become

48:48.460 --> 48:51.622
reactive to it because you feel like you need to take care

48:51.655 --> 48:56.572
of it. So when Cobbie hit us in

48:56.605 --> 49:00.477
March, and I'm

49:00.507 --> 49:03.082
trying to figure out, OK, where are we going to be at the end of

49:03.085 --> 49:03.800
the year?

49:07.312 --> 49:10.902
Is this going to be the new normal? From a sales and marketing

49:10.932 --> 49:14.427
standpoint, I felt like we can't

49:14.457 --> 49:18.662
go into the hospitals, we can't do any networking meetings,

49:19.237 --> 49:21.887
we cannot go into families homes,

49:22.762 --> 49:25.777
but we always have been. One of the things I always tell my sales and

49:25.795 --> 49:29.827
marketing staff is, don't sell. You know, create a

49:29.845 --> 49:32.750
relationship, form a relationship,

49:33.487 --> 49:36.137
have them see you as a resource.

49:38.512 --> 49:42.352
Because when you start selling things very hard, it may

49:42.370 --> 49:46.687
not work out, it may not pan out long term in a nice way.

49:46.825 --> 49:51.042
Always give them all the information that they need. What they need don't

49:51.102 --> 49:54.607
provide more than what they need, because sometimes we just can't process

49:54.685 --> 49:58.162
all the information, give them good information and allow

49:58.225 --> 50:02.462
them and encourage them and show them the way to make a good decision.

50:02.887 --> 50:06.125
So that's always been my sales and marketing model.

50:06.487 --> 50:10.787
And so I felt that, okay, we can go anywhere

50:11.662 --> 50:16.222
at this point. The only way we can market and sell, either we go on

50:16.255 --> 50:19.477
TV or we go online. Then I

50:19.495 --> 50:23.152
started listening to what was going on in the technology world. Things that

50:23.170 --> 50:25.775
were supposed to happen 20 years down the road,

50:26.137 --> 50:30.062
now we have to embrace it. It happened 20 years earlier.

50:30.487 --> 50:34.102
And I just felt that we need

50:34.120 --> 50:38.002
to be that we have to be the royal hope. We got to continue

50:38.095 --> 50:41.877
to hang on to the loudspeaker and keep informing

50:41.907 --> 50:45.477
them. And now, since myself, the marketing staff,

50:45.582 --> 50:48.727
they have some time, I said, why don't

50:48.745 --> 50:53.332
we start on our own platform where you

50:53.410 --> 50:57.052
go on Facebook, you don't have to be fancy, just I got them a

50:57.070 --> 51:01.842
nice ten pro IP iPad

51:01.977 --> 51:05.152
and got some lights and microphones and stuff like

51:05.170 --> 51:09.022
that. I said, you're not able to engage with

51:09.205 --> 51:12.817
your tours or people aren't coming in, but go on

51:12.940 --> 51:16.872
the super highway and start broadcasting.

51:16.917 --> 51:20.407
Start talking about the pain, how to manage it, how to

51:20.410 --> 51:23.600
help people start being that resource. So we started producing videos,

51:25.012 --> 51:28.747
one a week. So we started accumulating and we made

51:28.780 --> 51:32.525
videos. It's not professionally made at this point, but in a way it is

51:33.862 --> 51:36.727
my staff who really work hard on it.

51:36.895 --> 51:40.407
We started bringing people that can be a great resource

51:40.497 --> 51:44.002
to consumers. I'm talking about a 20 year old, a 30 year old,

51:44.020 --> 51:47.817
a 40 year old, or a 90 year old, talking to grandparents,

51:47.877 --> 51:51.137
talking to parents, talking to adult children, talking to grandkids,

51:51.487 --> 51:53.825
provide them with knowledge and information.

51:54.412 --> 51:57.922
So we kind of started with that. And so we called

51:57.955 --> 52:01.617
it Lanternracetv.com. Lanternraceraceofhope.

52:01.677 --> 52:06.125
Lanternracetv.com. So last year

52:06.637 --> 52:10.522
in 2019, a young

52:10.555 --> 52:14.092
woman, I want to say in her late 40s reached out to me and said

52:14.140 --> 52:18.852
that, reached out to my EA and said that, hey, we heard about Jean's

52:18.882 --> 52:22.852
work. We love to chat with him. Can you

52:22.870 --> 52:26.152
come down to Colorado Springs or even get

52:26.170 --> 52:29.722
on the phone and talk to me? I was like, okay,

52:29.755 --> 52:33.952
it's going to be another thing, because I get a lot of invitations from

52:33.970 --> 52:37.100
TV channels and reporters and journalists and stuff like that.

52:37.837 --> 52:40.582
Okay, this is people. I just curious, want to know who I am, what I

52:40.585 --> 52:43.747
do for a living. I told Heather, my assistant at the time, hey,

52:43.855 --> 52:46.897
I'll jump on a phone call. And I got

52:46.930 --> 52:49.942
on a call and I listened to her,

52:49.990 --> 52:53.532
and she was very encouraging. And she told me that she had Alzheimer's

52:53.622 --> 52:57.847
and she's a dean of a college and that went

52:57.880 --> 53:01.332
down in California, lives in Denver, Colorado Springs,

53:01.497 --> 53:04.562
and she was very encouraging.

53:05.212 --> 53:09.812
I thanked her. So we were thinking about expanding in Denver

53:10.312 --> 53:13.372
in a partnership. We were helping. The way you were asked

53:13.405 --> 53:17.047
me, can we convert an old building? So we were going into offer some

53:17.080 --> 53:20.227
design concepts and things like that. So it

53:20.245 --> 53:23.602
was me and Heather. So Heather said, hey, we're going to

53:23.620 --> 53:26.900
Denver. Colorado Springs. It's only about 90 minutes drive.

53:27.787 --> 53:31.562
Let's go say hello to Joanna.

53:32.287 --> 53:35.782
I was not very happy, because to me, I'll be very honest,

53:35.860 --> 53:39.792
and it was a very tight schedule. I was super busy. I had meetings

53:39.852 --> 53:42.922
back to back, and I said, no, I don't think I can. She goes like,

53:42.955 --> 53:46.507
Jean, it's worth your time. Trust me.

53:46.585 --> 53:49.897
Knowing you, what you do, how you look at things, she'll make your

53:49.930 --> 53:54.097
day. So after a lot of kicking and streaming and whining, she dragged me

53:54.205 --> 53:57.522
to the Colorado Springs. And when I just sat

53:57.567 --> 54:00.802
there and listened to her, I went with my expectation. My thing was I was

54:00.820 --> 54:04.550
going to say hello, hi to her, and then talk to her and leave.

54:05.212 --> 54:08.812
When I spoke to her, I have an individual

54:08.950 --> 54:12.432
sitting right in front of me that has Alzheimer's disease,

54:12.522 --> 54:16.112
that still is able to articulate the challenges,

54:16.987 --> 54:19.712
the wins that she has in life on a daily basis.

54:21.937 --> 54:24.875
The sorrow, the sadness. I said, My God,

54:25.612 --> 54:29.182
I need to tell Joanna's story to the entire world.

54:29.335 --> 54:32.767
It is so important because I felt that until then,

54:32.815 --> 54:37.077
people thought I was an expert on building design. I was an expert on Alzheimer's

54:37.107 --> 54:40.702
abolition. To Joanna, I was nothing. I mean,

54:40.720 --> 54:44.242
I knew Squad. I was like, my God. So we

54:44.290 --> 54:50.002
made a trip back two months later and we

54:50.020 --> 54:53.527
were not professional. So we videotaped, we interviewed her,

54:53.620 --> 54:55.925
and she takes her through her story.

54:56.362 --> 54:59.975
And it's a love story. It's a very romantic story,

55:00.637 --> 55:03.907
being a dean at a college, and all

55:03.910 --> 55:07.557
of a sudden you're working in Bed, Bath and beyond, our Walmart,

55:07.647 --> 55:10.897
trying to stock shelves, and you just can't even stock shelves because

55:10.930 --> 55:14.647
you're getting fired. And how she met her now

55:14.680 --> 55:17.632
husband, it was amazing. I just felt like,

55:17.785 --> 55:21.367
for designers, for realtor, for construction guys,

55:21.490 --> 55:25.102
for investors, for administrators, for caregivers, it's important to

55:25.195 --> 55:28.942
listen to Joanna's story because we can do so much

55:28.990 --> 55:33.577
and such simple things. And we know why. We have a client that

55:33.595 --> 55:37.657
is constantly moving things around. You have a TV on the wall and the

55:37.660 --> 55:41.312
client is very upset because she sees that black TV as a black hole.

55:41.737 --> 55:44.307
And they're taking down photographs.

55:44.472 --> 55:48.142
Families come in, and when they see the loved ones moving stuff around,

55:48.190 --> 55:51.847
they're so upset. And they're upset with this, how can you let my dad do

55:51.880 --> 55:55.642
this? You are supposed to be supervising and managing him.

55:55.765 --> 55:59.032
And when I listen to Joanna's stories, it made perfect

55:59.110 --> 56:02.932
sense why they do what they do. So I developed a

56:02.935 --> 56:06.072
document. I shot 18 episodes.

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So it's kind of funny story. So I went to Amazon and I

56:09.670 --> 56:13.147
presented it, and they liked it. They said, well, we'll publish it.

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And then what happened was, as we started going through COVID,

56:17.127 --> 56:20.922
they started delaying the publication, the publishing.

56:21.117 --> 56:24.517
At that time, I said, you know what? It's almost five, six months.

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I can't depend on others. One of

56:28.285 --> 56:32.150
the things with me is that this is my bad habit. My bad habit is

56:32.812 --> 56:36.397
if I feel I always felt like when I want to get

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things done, especially with something you're doing something crazy and something

56:39.790 --> 56:42.952
different, I have to have complete control over it.

56:42.970 --> 56:46.102
If I have others control and dictate and guide how I need

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to do it, it never comes to the way number one,

56:49.480 --> 56:53.422
never comes to fruition, never comes the way I want it. So when

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Amazon started delaying it, I said, I need to get this out. I need to

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get this out. I don't know how to do it. So I reached

57:00.072 --> 57:03.607
out to my CIO, who is my younger brother, who's almost ten years older than

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me. He's a millennial. And I said, we got to create a platform.

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And he said, well, let's create a platform. So that's how Okra

57:11.472 --> 57:15.472
came into play. It's like a vegetable, but with

57:15.505 --> 57:18.817
an hok r A h.com.

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And we said, okay. So Okra came into existence because

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we didn't want that platform to be just lantern focused.

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We felt that there's nothing out there for consumers. There are

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podcasts, video cast shows that you do or for professionals.

57:33.057 --> 57:36.817
But I didn't see any good information. I forget about

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good or bad, any information for consumers.

57:40.557 --> 57:44.472
And I said, can I create a platform? And we continue to bring guests

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in and really educate not just the county,

57:48.192 --> 57:51.822
the state, the entire country, the entire world, about elderly

57:51.867 --> 57:56.607
care, about dementia, Alzheimer's, bringing professionals, bringing attorneys.

57:56.772 --> 58:00.725
Really, this becomes a platform of information.

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And we have to give we don't want to be charging anyone anything.

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It becomes like a YouTube, like a content base

58:08.545 --> 58:11.932
for consumers. Can I create a platform that's a

58:11.935 --> 58:15.697
combination of YouTube and Amazon? So we came

58:15.730 --> 58:20.802
up with 100 videos. Now we are working on reaching

58:20.832 --> 58:23.977
out to different filmmakers. So we're going to have films that

58:23.995 --> 58:27.472
we will host that will be you have to pay

58:27.505 --> 58:31.492
a dollar or $2 to watch the movie. So really taking

58:31.540 --> 58:35.392
it to the next level where kind of use the technology.

58:35.590 --> 58:39.697
Everything was so forced upon us over the last 910 months.

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How do we take advantage of what we have?

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And that's how Volcano came into play. Wow, that's fantastic.

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You're not the only nursing home that had the same struggle, but you actually

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took your struggle and actually created something fantastic

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from it. I only had a chance to look at it when

59:00.820 --> 59:04.347
you showed it to me a few minutes ago. It definitely looks like a fantastic

59:04.392 --> 59:07.852
platform. I would encourage our viewers, or if you're listening to

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this later on the podcast, head on to Okra.com.

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That's Ocrah.com.

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Okay. I think it's oak. Okay, I'm sorry. Say that O

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Krah.com. Imagine if you go to OC.

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No. Okrah.com. Thank you for correcting me.

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And really to check out and watch some of the videos here and

59:31.300 --> 59:34.447
more importantly, to get this full perspective to have

59:34.480 --> 59:37.782
that AHA moment that you just explained to us, Jean,

59:37.872 --> 59:41.377
before, when you went down to Joanna's house and you had her tell

59:41.395 --> 59:44.502
you the story when you forgot about the 90 minutes

59:44.532 --> 59:49.177
drive. It was just like how

59:49.195 --> 59:52.062
could you not feel the pain of a successful,

59:52.212 --> 59:55.792
professional dean of a college that could barely keep

59:55.840 --> 59:59.472
an entry level position because of this illness?

59:59.592 --> 1:00:01.925
And if you can do things to help her out,

1:00:02.737 --> 1:00:06.097
to slow down the process or at least help her

1:00:06.130 --> 1:00:09.622
manage the symptoms, really changes things

1:00:09.655 --> 1:00:13.162
around. So, Jean, we went way over time and we could probably do this another

1:00:13.225 --> 1:00:17.022
4 hours. I don't think I've ever done such a long episode.

1:00:17.142 --> 1:00:19.207
But first of all, I want to thank you for your time. I want to

1:00:19.210 --> 1:00:22.562
thank you for coming on the Nursing Home podcast.

1:00:22.987 --> 1:00:26.532
To listen to this episode or past episodes

1:00:26.697 --> 1:00:30.067
and future episodes of the nursing home podcast, you can head on over

1:00:30.115 --> 1:00:34.282
to the nursing homepodcast.com and

1:00:34.360 --> 1:00:37.582
this will be there shortly. Thank you, Gene. Thank you so much for coming on

1:00:37.585 --> 1:00:38.527
the show. Thank you,

1:00:38.545 --> 1:00:48.642
Shirley.

1:00:48.702 --> 1:00:52.102
Now that you've enjoyed this episode of the Nursing home

1:00:52.195 --> 1:00:56.157
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