A respected brand, undermined by paper move-in packets
Over the past five years, Claiborne Senior Living has emerged a respected operator and management company, maintaining high standards as the company expands. As VP of Marketing for Claiborne, Brooke Saxon-Spencer has focused on creating experiences that consistently reinforce Claiborne’s brand excellence.
Despite these achievements, the move-in process at Claiborne was out of sync with its overall brand experience. Each time a new resident was ready to move in, staff had to print and annotate more than 100 pages of paperwork, and families were required to fill out the same lengthy packet by hand. These cumbersome practices were frustrating for families and caused significant operational inefficiencies in Claiborne’s communities.
Additionally, Brooke’s marketing team had to constantly ensure every community was using the most up-to-date forms and documents for move-ins, which frequently changed due to internal updates or regulatory requirements.
“Managing move-in paperwork and version control issues was exhausting, but more importantly, the paper move-in packets did not meet our expectations for creating excellent family experiences. We found this to be an area of great opportunity to improve.” said Brooke.
A company-wide initiative to eliminate paper sales and marketing materials presented the perfect opportunity for Claiborne to transition to a modern move-in process.
Modernizing Move-Ins
August Health Move-Ins came to Claiborne as part of a broader implementation of the entire August Health platform. Claiborne liked that August Health Move-Ins fully integrated with the August Health EHR, meaning that resident information captured via move-in documents instantly streams to the EHR for caregiving teams.
Claiborne’s communities immediately embraced August Health Move-Ins, and have since achieved major time-savings by going fully digital. Previously a paper move-in packet often required two hours’ of preparation by staff before the documents could be shared with a family.
Now with August Health, move-in documents can be customized for each prospective resident in minutes.
These time-savings have unlocked valuable hours for staff that can be spent making calls to prospective residents or building relationships with new families.
“The more we can innovate by automating things like our move-in documents with August Health, the more we can invest that time focusing on personal relationships and the human factor that is so essential in senior living sales and marketing,” said Brooke.
A better, more aligned brand experience
Along with gains in operational efficiency, Claiborne’s fully-digital move-ins ensure that communities are sending the most current information to families, and allow families to complete move-in documents much more easily. By modernizing move-ins, Claiborne has crafted better experiences for prospective residents and their families.
“August Health gives us the power to tailor our move-ins to our brand’s standards and give families a better experience from start to finish. We now have peace of mind knowing that families will always receive the most up-to-date documents from our communities, and that we’re providing families with a modern, more seamless move-in experience that aligns with Claiborne’s brand values.” - Brooke Saxon-Spencer, VP of Marketing, Claiborne Senior Living
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