Promoting Independence: An Analysis of Assisted Living Facility Marketing Materials

Abstract

This project examined the content of marketing materials published by assisted living facilities (ALF) in Oregon. The goals included comparing what is required by the state rules governing ALFs to what is described in marketing materials, focusing on the organizational principles of assisted living, services and fees, and residency criteria; identifying content addressing negative consequences of aging; and reviewing changes in marketing materials over nearly four years. Marketing materials from 63 of 66 ALFs licensed in Oregon as of August 1996 were collected first in 1997 and again in 2000. The dominant organizational principle at both times was supporting resident “independence.” The majority of ALFs address issues such as incontinence and cognitive impairment in their marketing materials. Although most facilities revised their marketing materials between 1997 and 2000, the majority of changes were cosmetic rather than content oriented. One issue notably lacking from these materials was descriptions of residency criteria.