“Development” is more than bricks and mortar. For example, Cadbury Senior Services has expanded its presence in Delaware by offering seniors in that state the signature “continuing care retirement community without walls” offering that Cadbury developed back in 1998. Operating for 17 years out of Cadbury at Cherry Hill, the provider’s flagship CCRC, Cadbury at Home brings home-care services to New Jersey seniors who prefer to age in place in their own home rather than move into a senior living community. Cadbury also has a CCRC in Delaware, Cadbury at Lewes.
A pair of events held last October to introduce the service to Delaware seniors attracted more than 400 attendees—12 of whom signed up in the three months before the end of the calendar year; an additional 16 prospects are expected to join by June 2014. To put those numbers into perspective, Cadbury’s initial program in New Jersey had 25 participants at the end of its first year and added 40 new members in each of the next two years. After the general uneasiness created by 9/11 in 2001 and the economic downturn that began in 2008, actuaries revised their expectations for new at-home service launches to a much more conservative 12 members in year one of operation, 18 in year two, and 24 in year three and thereafter. The response from seniors in tiny Delaware will likely encourage the actuaries to take another look.
Cadbury at Home now serves seniors residing throughout New Jersey and Delaware. While those people, as a benefit of membership, may participate in many on-site amenities and programs available to residents of the Cadbury communities in Cherry Hill and Lewes and in affiliated communities located elsewhere within the two states, “95% of utilization of Cadbury at Home has to do with home care,” according to Cecily Laidman, Executive Director of Cadbury At Home. “It is not facility-based.” Hence, participants residing in Princeton, Cape May, or Wilmington are just as enthusiastic about Cadbury at Home as those living in or near Cherry Hill or Lewes.
The “at home” approach to continuing care helps providers generate new revenue sources with minimal capital investment and, perhaps more importantly, reach the 85% of seniors who don’t want to leave their home yet do want/need comprehensive continuing care. Cadbury Consulting Services assists providers interested in creating an at-home program based on the Cadbury at Home business model.
