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🌟 Exciting Netcast News 🌟

Episode 20 of the Senior Care Industry Netcast is live!

We were fortunate enough to have Fara Gold McLaughlin, Founder and President of Goldmark Management Consulting, on our show and she offered some great insight and #advice for other #seniorcare and #healthcare providers.

https://goldmarkseniors.com/

Founder & CEO, Fara Gold McLaughlin brings decades of senior housing management and allied healthcare leadership experience to successfully advising companies.

Fara Gold McLaughlin
Fara Gold McLaughlin

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Now more than ever, investors, owners, families, and residents need timely expert advice to understand the dynamic changes in senior housing and services.

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Check out the blog post with the #video 📹 and look for more episodes coming soon as we travel the U.S. to find the leaders in #seniorcare to share their insights, experiences, and joy.

If you’d like to be on our show, check out the link here: https://www.seniorcareindustrynetcast.com/netcast

FULL TRANSCRIPT:

Valerie VanBooven RN BSN:

This is Valerie VanBooven with the Senior Care Industry Netcast, where leaders with three or more years in the senior care industry share their advice. It’s six questions in nine minutes, so let’s get to it. In a few sentences, tell us who you are and what you do.

Fara Gold McLaughlin:

Thank you, Valerie. I’m Fara Gold McLaughlin, and I’m an advisor to investors, operators, and technology companies in the senior housing and services industry.

Valerie VanBooven RN BSN:

Wow. I looked at your website and you guys do a whole lot with all of that in mind.

Fara Gold McLaughlin:

Well, thank you. I mean, I would say that we’re definitely evolving with COVID.

Valerie VanBooven RN BSN:

Yeah. I think everybody has mentioned that. Everybody’s made some changes in their business model or added to it. So that makes a lot of sense. What is the best thing about serving aging adults?

Fara Gold McLaughlin:

For me, it’s finding solutions to immediate problems, but also long-range problems. As I age myself, it’s becoming acutely personal. So how can I thrive? How can I have purpose? How can seniors have meaning in their lives if they pivot out of maybe making an economic work decision into what would be a traditional retirement decision? And so that keeps me excited every day.

Valerie VanBooven RN BSN:

Yes, absolutely. I think anything we can do to understand and really get to know our senior population and their wants and needs is so important. So we’re going to switch gears for just a second and talk about online marketing. In this day and age, it’s becoming more and more important. And I hear from other senior service providers that it’s a little challenging, it’s confusing, it’s ever changing, which I would agree with. What is your experience and what are your thoughts with that?

Fara Gold McLaughlin:

First, I love this format. And so you are a very smart and intuitive nurse to realize that the healing of messaging and genuine communication needs to happen in a really dynamic, noisy space of social media. So for me, it was building out and certainly helping my clients build out their social media presence as a professional on LinkedIn. It’s critically important to build your network, as well as that participate and be in relevant groups. So I have over 60 memberships in the professional LinkedIn groups. And when I do have a message, I try to be astute and discerning about distributing messages. So often today because of social media, you’ll see folks shotgun and/or try to have everything stick to the wall. And so I advise leaders to be relevant, to be meaningful.

                There was an old advertising campaign in the ’70s on television about EF Hutton, the investor group. And it was really about when they talked, everyone was quiet. And so I think that is the paradox in a really noisy niche, social media type of marketing we have today. Remain relevant. And when you speak, hopefully people will listen, as well as respond to whatever message you want to convey.

Valerie VanBooven RN BSN:

Absolutely. And what does that say about me that I totally remember that? When EF Hutton talks, people listen. Something like that.

Fara Gold McLaughlin:

Right. Anyone that’s a little bit younger than us is going to need to go and research that, EF Hutton.

Valerie VanBooven RN BSN:

Yeah. Yeah, I remember that. Yeah, absolutely. Okay. I totally agree with you on many of those points. Being relevant when you’re posting to groups, oh my goodness, yes, yes, please. Shotgunning your message to a million groups, not really a great idea. Making it more personalized to the group is the best idea. So absolutely. What piece of advice would you give to other senior care providers?

Fara Gold McLaughlin:

We’re seeing what’s happened today in COVID and I give a huge shout out to a number of executives. I’m thrilled that they’re women. I’m certainly not telling their story. They’ve been loud and telling their story. Take risks. Take responsibility while you’re taking risk. Don’t blame others. So the CEO Lynne Katzmann of Juniper Communities, she went out and assigned Azhar to COVID on her team. As she said, her queen of COVID. And they tested all their associates, all of their residents, and just went out in front of it. The CEO of Capella and Christian communities out to Denver, she as well hired a private jet and made sure she got her PPE. So again, I think being a leader means taking risks as well as taking responsibility.

Valerie VanBooven RN BSN:

It absolutely does. And you know what? I’m going to hit an edit here. I’ve skipped a question and you did very well.

Fara Gold McLaughlin:

Thank you.

Valerie VanBooven RN BSN:

So thank you for recovering nicely, but I will edit this part out. All right. Do you want me to go back to what piece of advice, or do you want me to just keep going?

Fara Gold McLaughlin:

Oh, whatever works for you. Sure.

Valerie VanBooven RN BSN:

Okay. So let’s skip to the last question because you did really well with all of that. Okay. When you have a win in life, in business, with family, how do you like to celebrate?

Fara Gold McLaughlin:

Well, I like to share. I’m a collaborator. When you do those DISC and personality profiles, mine is to collaborate and to compromise. So I know that we talk about winning. This is like a crew team. Seniors housing and services isn’t an individual sport. And so in order to win… And I’d like to give other examples, so I do share credit. A colleague and a client of mine that I’m really excited about is a company called DeVore Recruiting. And you often see an executive recruiting companies that tend to just focus on a transaction. And what I love about his agency and why I support it is he’s been in the seniors housing profession for over 20 years. So it truly is about relationships.

                So I love when I help another company or client like Sean DeVore, for instance, it’s for the long-term. It’s about what will that relationship be like in 10 years? So if I help an executive today find maybe a position again where they could take risks and responsibility, then my hope is that’s not transactional and we will remain in relationship with each other through children, grandchildren. So again, collaborating, sharing credit with others to me is what I consider a celebration and a win.

Valerie VanBooven RN BSN:

It truly is. I think everybody that we’ve talked to, many of them have mentioned that it is all about the team. I don’t think you could be a senior care provider and work alone in this space. You just can’t. I mean, it takes a community, it takes a village to help each other. And certainly in senior housing, it takes a village. It is a village. It’s a community in and of itself. I believe that the teamwork component of that is so important and celebrating wins tends to be more of a team effort. And sometimes right now it has to be on Zoom, but other times it can be together as a community. So absolutely.

Fara Gold McLaughlin:

Well, I’m also the adviser. I do try to model a servant-leadership approach. We’re servants to the process.

Valerie VanBooven RN BSN:

True.

Fara Gold McLaughlin:

One of my most treasured items was a personal note, a handwritten note, from Bill Sheriff, the CEO of Brookdale during that last global recession, where he thanked me personally for leading my division. There was nothing money could buy. I could not buy that. So again, I think getting back to the basics as well and celebrating, truly making it personal and touching someone’s life in a personal way. Don’t underestimate the power of a note with a stamp on it.

Valerie VanBooven RN BSN:

Yep, absolutely. And my mother… I can tell you my mother. So she’s 70 and she really loves, and so do all of our grandparents, loves that handwritten personal note from the kids. It’s not enough to text or even call. She loves the handwritten notes. So we try to pass it on to our generation. You’re right. That is a cherished, cherished memento, and I think all of us can learn a lot from that. So thank you for sharing your wisdom and your insights and for giving us some information about what you do. And we will put your website with your interviews so that other people can find out more about you, how you can help their senior housing community, or how they can get involved with your organization. So thank you very much.

Fara Gold McLaughlin:

Thank you, Valerie, and I wish you great blessings and continued success and safety during this time.

Valerie VanBooven RN BSN:

Yes, you too. Thank you so much.