Marketing director finds ways to 'bring good' to seniors

 

By Marijke Fakasiieiki

Coming from years of working in health care, Sheila Fritts has found fulfillment since April 2019 in her role in marketing at Fairwood Retirement Village and Assisted Living.

Overseeing sales, she has input with owners and management about marketing decisions, regional and national senior housing issues and trends, plus senior housing construction in North Spokane.

Since she was 19, Sheila—whose family goes back four generations in Spokane—worked in providing direct health care, especially with seniors, vulnerable populations and medically compromised people.

"I had envisioned working in a medical field since I was 11," said Sheila, who attended Bethany Mission College in Bloomington, Minn., and traveled abroad to serve at-risk populations.

Her transition to marketing came from compassion fatigue when she was exposed to trauma, such as patients making end-of-life decisions. She knew it was time for a change, but wanted to be useful in the senior industry, to provide another layer of care to this population.

She looked for a way to use her skills working with seniors and her knowledge of how the healthcare industry works, how insurance companies operate, how seniors think and how age is a distinct culture.

Before she started in marketing, she studied aging and adult psychology at Washington State University. There she learned that seniors are less likely to respond to fear-based marketing than marketing that features desirable aspects of a senior community. She also learned about differences between older and younger seniors.

"In my role at Fairwood, I mostly engage with people over 80 with whom I have different conversations than with 60-year-olds," Sheila pointed out. "They have a unique culture with unique values. Older seniors are not used to looking at their phone or computer. They want me to be fully present and to offer a cup of coffee.

"I've learned that it is more important to seek to understand than to be understood—to know and understand someone before providing solutions," she said. "It is crucial to be respectful of their wisdom, who they are and what they need."

Sheila has found that whether seniors are wealthy or in need, they may be vulnerable. Well-off seniors may be more targeted for fraud. They need protection and support from trustworthy sources when making financial decisions.

"I am honored and humbled to be in a role of trust," she said.

Sheila described some commonalities and differences.

Seniors of all ages face loneliness, particularly when family members don't visit or provide the support they need.

Some seniors grew up as rugged individualists. Others faced the breakdown in society in the 1960s, thumbed their noses at authority, experienced divorce and other breakdowns in their extended and nuclear families. Older seniors today face concerns that would have been unusual in previous generations.

For some, complexities in family relationships and pressures might appear as a lack of concern. Some seniors may feel isolated because their family members may not reach out to them in ways they expect—such as with letters or face-to-face meetings, rather than texting or Zoom.

To meet their needs and create caregiver solutions, Sheila said the role of Fairwood is to help seniors continue to remain independent and active by providing activities, social stimulation, nutrition and transportation that become a new normal.

"I am happy to be providing happy and healthy programs for 230 seniors," said Sheila.

Every day, Fairwood provides activities to engage residents, but not obligating participation. A variety of activities connect with people's interests, like  exercise programs—seated fitness and water therapy—and games—Bingo and bridge.

"I see them light up, laughing when they play bridge," she said.

Groups form, like a monthly men's breakfast group that offers guest speakers and outings.

Fairwood organizes some outings, but residents can plan other outings, events and activities through the activity director.

For spiritual enrichment, Fairwood holds two Bible studies, one for men and one for women. They offer transportation to church, asking residents which church they want to go to. The top three they currently transport people to are Northview Bible, St. Luke Lutheran and St. Thomas More Catholic, Sheila said.

If residents choose to attend other churches, Fairwood can take them, but they also encourage residents to contact those faith communities for transportation.

"Churches need to know that seniors value the faith connection highly, and they would be remiss not to provide ways to engage with seniors," Sheila pointed out. "If two residents want to attend church, they might also ask another resident to take them, because there are 100 drivers in the community."

Fairwood has a restaurant-style dining room and has meeting rooms residents can use for groups. On its 18 acres, Fairwood also has large homes with kitchens and laundries, so residents can host company. There is a library and a garden.

There are outdoor walking paths, indoor walkways and skywalks, which encourage seniors to walk to maintain or improve their health. The walks are easy, so the residents are more likely to walk. Sheila said walking helps seniors stave off cognitive decline, strengthen their bodies and change their mood to impact their health positively.

Residents walking in their home and on the grounds often see improvements in their health. They also walk for socialization.

"We don't sell that, but I see that every day, people live better," Sheila commented.

 "As part of my duty as a person on the earth and from my faith perspective, I want to be useful and helpful. I'm called to protect those who need to be protected," said Sheila.

Now as she plays a part in people enjoying their lives, she finds meaning just by bringing good into seniors' lives in simple ways that are transformative.

For information, call 467-2365 or email sheila@fairwoodretirement.com.