Brenda Lynch -- PM Presentation

Transcription

Brenda Lynch Senior Partner, Rogers Finn Partners
September 2012 “Sabotage”
A.
B.
C.
D.
Named for the WWI combat tactics of Generalissimo Arturo Sabota
Latin finance term meaning risky, the opposite of arbitrage (risk‐free)
Derived from the French word for Shoe, sabot, a kind of wooden clog
After the 1811 mutiny aboard a south American ship, S.A. Botage
“Pumpernickel”
A.
B.
C.
D.
A tribute to an ingredient” pumpkin seeds
From the German, “pumpern” for break wind and “nickel for goblin
Named for a style of kneading, where the air is pumped inside the dough
In 1850’s NY, it was the “plumpest” loaf you could get for a “nickel” “Gargoyle”
A.
B.
C.
D.
Italian slang for “little,” opposite of “gargantuan,” which is big
After the Austrian architect Greg Argoyle (who gave us the socks)
Olde English contraction of “garish” + “guile;” they are to fool spirits
From the Middle French “Gargouille,” which referred to the throat
“I am confident that, at the end of the day, we will gain some quick wins through onboarding then socializing the concept of eliminating jargon. Going forward, we will all be on the same page –indeed singing from the same song sheet –and be thinking out of the box when it comes to language we utilize in the C‐suite. Initially, it will be similar to herding cats, and the process will identify the square pegs in the round holes, but we will achieve some upside and a paradigm shift as we reach out and break the silos through the use of intelligible language.”
Bosch Dishwashers Top J.D Power and Associates’ Kitchen Appliances Customer Satisfaction Study
Jargon and Acronyms
4yeo –
For your eyes only
Those WOOF gave me another lecture RUS? EGO BTDTGTS!
IYKWIMAITYD
G2G
CUL8R Those Well Off Old Folks gave me another lecture
Are you Serious? My eyes glazed over. Been there done that, got the t‐shirt!
If you know what I mean and I think you do
Got to go
See you later 1915i
HCBS – Home and community based services
LTSS – Long‐term services and supports
CMMI ‐ Center for Medicare and Medicaid Innovation
CMS ‐ Centers for Medicare and Medicaid Services CFCO – Community First Choice Option
LTC – Long‐term care
CLASS – Community Living Assistance Services and ACO (accountable care organization)
Supports
ACL – Administration for Community Living
DCW – Direct Care Workforce
ADHC – Adult Day Health Care
FMAP ‐ Federal Medical Assistance Percentage
AoA – Administration on Aging
ADRC ‐ Aging and Disability Resource Centers (ADRC)
ILC – Independent Living Center
LTCi – Long Term Care insurance
Medigap
ASPE – Assistant Secretary for Planning and Evaluation –
MFP – Money Follows the Person
Office of Disability, Aging and Long‐Term Care
NORC ‐ Naturally Occurring Retirement Community
BIPP – State Balancing Incentives Payments Program
PACE – Program of All‐Inclusive Care for the Elderly
CDA – California Department on Aging
QDWI – Qualified Disabled Working Individual
DHCS – CA Dept. of Health Care Services
CBAS – Community‐Based Adult Services
CCRC – Continuing Care Retirement Community
QMB – Qualified Medicare Beneficiary
RCFE ‐ Residential Care Facilities for the Elderly
SNP – Special Needs Plan
Uniform Assessment
Telling your story Someone you have wanted to talk to for a long time steps in the elevator, notices your name tag and asks, “So what do you guys do?”
Quick — what’s your answer? You’ve got about 15 seconds before the doors open.
Coalition Constituencies The Public
45 to 65‐year‐old female “Sandwich” Baby Boomers and early Generation X members

members of the Senate Special Committee on Aging)

City Council Members, Elder and aging commission members and County Supervisors
Labor Project for Working Families
Caucasian

California Work and Family Coalition
African‐American
American Labor Federation

Hispanic

ACLU

Asian National Partnership for Women and Families

Senior advocacy groups (AARP, et al)

California Latino Caucus & California Legislative Black 60 to 70‐year‐old males making long‐
term plans/provisions for their wives
Select members of the Legislatures & U.S. Congress (e.g. Journalists with personal ties to the issue of long‐term care (e.g. Diane Sawyer, Joan Lunden) Caucus

Academic gerontology and clinical long‐term care medical communities

Public health officials (local, state, federal)

Senior care, disability and veterans organizations
Religious leaders and relevant program directors within these organizations that provide: Women’s ministries, senior care services and caregiver support services Headline
Point One
Point Two
Point Three
• Proof Point • Proof Point • Proof Point • Proof Point • Proof Point • Proof Point • Proof Point • Proof Point • Proof Point
Build a Twitter friendly headline

Support the headline with 3 key benefits

Reinforce the benefits with stories, statistics and examples

Work within your group to create a 15 second elevator speech for the topic on your table

Review the target audience list, look at the article about Joan Lunden

Remember your target audience is Joan Lunden

Create a message map
Pick a table leader to present to the room

A long‐term care crisis in the United States is poised to destroy vast amounts of personal wealth while placing a debilitating financial, emotional and physical burden on families across the nation. From the year 2000 to 2020 the number of seniors requiring nursing home care will double. Less than 15 percent of seniors can afford out‐of‐pocket nursing home care and 14 percent of seniors have private long‐term care insurance. Most Americans do not understand, or are not aware of the significance of this cost, and are confused whether Medicare will cover long‐term care—it does not.
Call to Action: This translates into an alarming rate of Americans that are not prepared for their own need for supportive services as they grow older.
This problem is larger than a private family matter. It impacts the whole community, and especially the business community, as Boomers take time away from work seeking ways to keep their aging loved ones within their homes, neighborhoods and communities. We are just now seeing the unexpected cost on the Boomer generation “sandwiched” with children and aging parents causing stress, frustration and lost time and productivity at work. U.S. businesses lose up to $33 billion per year in lost productivity from full‐time care‐giving employees. Employees– mostly women – must take time off to deal with pressing matters and decisions. Employers are losing valuable talent and productivity when employees take time off or are distracted while at work.

Call to Action: The numbers are personal: it means today I care for my parents and tomorrow my children will care for me

Long‐term care is more than a medical solution. It is medical PLUS community services to make the daily activities of an independent life possible (grocery shopping, cooking, doctor’s appointments and medication management). However, The current system is fragmented and it is almost impossible to find integrated solutions appropriate for medical and daily living needs of an aging person who needs assistance to stay in the familiar surroundings of home and community.

Call to Action: We have to take a different perspective on issue and look at the solution being centered on the person as an “individual” not a “patient.”
The current system of support for older people is based on very outdated stereotypes that older people are frail, unengaged and uninterested in life. Today advances in medicine, technology, nutrition and public health, not to mention attitudes and lifestyles, means people are living longer and want to be actively in charge of their daily activities longer. While recognizing they may need some supportive services, most people do not wish to be housed in an impersonal setting that undermines their core value and humanity.

Call to Action: We need a solution that is based in today’s reality for Seniors.

This cost born by family caregivers is clear; it is estimated that 25 percent of adult children in the United States, most of whom fall into the Baby Boomer generation, are providing personal care or financial support to their parents, resulting in $3 trillion in lost wages, pension and social security benefits. This, during the greatest recession since the Great Depression, is precisely the time when the nation needs the best and brightest of its workforce fully‐
engaged and productively employed in the U.S. economy. The toll this care‐
giving is taking has also resulted in considerable physical and emotional strain. The typical family caregiver is a 46‐year‐old woman who is employed while taking care of a relative.
Call to Action: The Sandwich Generation needs solutions and options now so they can continue to care for both their children and parents

Never before has this issue affected so many people, businesses and communities as it does today—a situation that will only worsen as the “silver tsunami” of Baby Boomers enters their twilight years. If one takes a sober look at the statistic that 70 percent of those 65 and older will need LTSS for a minimum of three years, the term “crisis” would not be overstating what this effect will have on families, communities, employees, Medicare spending and the healthcare system at‐large.
Call to Action: This thorny issue will have to be dealt with in the coming years one way or another.
The reasons for Long Term Service and Support are as varied as the number of individual stories and many times the need happens quickly. Many have begun to describe this sudden need being “through the door” of long‐term care. In other words, aging individuals enter the LTSS system “through the door of the ER” after an inciting incident such as a slip‐and‐fall injury. Both the injured individual and his or her family are suddenly thrust into the malaise of decisions and realities of the LTSS system.
Call to Action: Before another senior goes “through the door,” we need to address the balance of creating a system that addresses the social contract aspects of long‐term care (caring for one’s aging relatives) and the social framework aspects (how society and the government helps care for the aging population).

Aging Americans across the political and socio‐economic spectrum are in favor of a better long‐term care system that would enable them to have access to options that allow them to age with dignity and independence. As opposed to other campaign efforts where a target population must be convinced to perform a certain behavior, such as smoking cessation, the recipients of this care are in favor of an improved system—but the individual must join a collective voice to achieve a systems change that will benefit society. Similarly, family caregivers of every political stripe, education level and socio‐economic status, who are currently providing the majority of long‐term care in the United States, are in favor of an improved system that would assist them in their efforts.
Call to Action: The will, desire and determination is out there, how do we create the solution?
Did you talk in the right language?

Did you bring your topic to life?

Were you compelling?

Were you memorable?

Did you have a call to action?

Choose descriptive words

Avoid the alphabet soup

Tell engaging anecdotes
Be a storyteller every day

Shine a spotlight on your good work