23 September 2020

Consumers want to know what is happening during the COVID-19 pandemic and senior living companies should do what they can to meet that need, according to Cindy Baier, president and chief executive officer of Brookdale Senior Living. At the national virtual conference hosted by industry organization Argentum this week, Baier talked about Brookdale’s efforts to keep residents, patients, family members, and associates informed throughout the COVID-19 pandemic. In a panel discussion called “Insights from the CEO Suite: Getting Ahead of the COVID-19 Crisis”, Baier referenced a library of videos available through the company’s online platforms as part of the company’s response. 

“Consumers are hungry for information and our efforts to communicate effectively have helped with consumer perceptions about senior living,” said Baier. She added, “We’ve had thousands of people move into Brookdale communities during the pandemic. I think the heroic efforts of our industry will continue to shape perceptions as seniors and their families consider what is best for themselves and their loved ones. The best advocates for our industry are those who have chosen to live with us!”

Baier’s advice for the audience of senior living professionals was to focus on what matters most, to be nimble, and to foster great teamwork. “We’re running a marathon at a sprint’s pace,” Baier said. “I don’t think that is going to change any time soon, but I believe we can overcome any challenges that come our way by working together.”



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