Special: Working with older customers

WORKING WITH OLDER

CUSTOMERS

Working with older clients can be particularly rewarding, especially if you take account of the special needs of the elderly…

FOR many holistic therapists, particularly those working with bio-mechanical issues, older clients represent the bread-and-butter aspect of their business. The chronic illnesses, pains and lifestyle diseases that many of us suffer as we age means that older clients are often regular clients. Depending on their individual circumstances, many older people are better off financially than the young and are happy to pay for the care and treatment that means they live a healthier life for longer.

Just as with any other client group, taking the time to understand the needs of the elderly can pay off and help you build a great customer base. Keep in mind that just because someone is in their sixties or beyond, being old now is not the same as being old was a generation or two ago. Many people in their late twenties still live with their parents. Where women married in their early twenties a generation ago, now the average bride is a decade older. Older people are younger and expect to lead full an active lives and will, provided they have the disposable income, happily spend some of this on things that keep them looking and feeling young and healthy.

Mobility issues

Many of your older clients may have mobility issues. Practical measures, such as ground floor treatment rooms, access ramps or shallow steps and a lack of different levels to be negotiated can all make accessing the practice room easier. Some clients may benefit from a higher chair or one which is firmer and roomier so they do not suffer the embarrassment of struggling to get up.

Similarly, an electric treatment table can be lowered for easy mounting and dismounting and raised to allow for your own comfort during the delivery of treatment. You might want to consider a roomier changing area, complete with seating or support bars to steady your clients as they undress or move to the treatment table.

If you see a client struggling, ask how you can best help, rather than rushing them. Many elderly clients dislike being fussed over or treated as, ‘poor old dears’.

Hot and cold

Elderly people experience extremes of hot and cold more than most, so it’s vital to check that the practice room temperature, couch temperature and the coverage afforded by towels and blankets is relaxingly soporific rather than causing your client to shiver.

Depending on your modality, you could factor in extra heat in the winter, with a microwavable wheat bag for the feet, or a warm wet flannel on the face or neck. Such little extras can elevate a routine session into something more luxurious without adding significantly to the cost of treatment.

In the summer heat, older clients may feel the heat more than younger clients, so look at ways of keeping them cooler.

A little extra time

Elderly clients may need a few extra minutes if they have to undress or get dressed during a session, particularly if they have joint issues or arthritic fingers or have several layers of clothing to navigate. Similarly, getting up from a treatment couch too quickly can lead to momentary dizziness or orthostatic hypotension, so a guiding arm may provide additional support. Encourage them to take their time and perhaps factor this in to your treatment sessions.

Stoicism

There are generations of older people who have been taught not to moan about how they feel. This stoicism can lead to several challenges in the practice room. Firstly, your client may underplay the severity of the issues they experience and how this impacts on their day to day life. Careful, open questioning is the way to go here.

If you see a client struggling, ask how you can best help, rather than rushing them. Many elderly clients dislike being fussed over or treated as, ‘poor old dears’.

The stoic will often suffer in silence, not telling their therapist when a movement causes pain, or discomfort. As with any client, goof therapists are attuned to non-verbal indicators of discomfort, such as pulling away, an indrawn breath or a wince. Learn to read your client and check in with how they are feeling regularly.

Chatty Cathy

If some clients are closed-mouthed, there are others who want to talk through their entire treatment session. Given that the number of over-50s experiencing loneliness is set to reach two million by 2025/6 compared to around 1.4 million in 2016/7, loneliness can be regarded as an epidemic. Half a million older people go at least five or six days a week without seeing or speaking to anyone at all and 38% of those aged 75-84 live alone, rising to 59% of over 85s. You may well be the only person they speak to beyond saying, ‘Good Morning’ or chatting about the weather.

In some cases, elderly clients will talk about the ailments of people they know. In some cases, stories like, ‘Poor Mrs Davidson, she fell the other week and she’s been limping ever since,’ offer the opportunity to make positive suggestions and perhaps gain a referral.

If their talking can be accommodated within your treatment protocol, then go with this, but perhaps include some periods of quiet so they can relax.

Hearing loss

Hearing loss is usually gradual and it’s often the case that someone with the condition may not notice any changes straight away, but will rather complain about people mumbling or the sound quality on the TV.

Obviously, hearing loss affects communication, and thus, the effective delivery of a treatment session. Many people will get offended if you ask if they are going deaf, so it’s best not to do so. If you can find a way to speak at an increased volume without shouting so you can be heard in the next treatment areas, then do so.

Money issues

At a time when the costs of gas, electricity and food are spiralling, many of these on a fixed income may face difficulties which mean they have to put basics above their health and wellbeing.

If you have a regular client, of state pension age, who says they will have to stop treatment for an ongoing chronic issue, it can be worth finding out why they have to stop. All holistic therapists treating the elderly should familiarise themselves with Attendance Allowance. This is a non-means tested benefit which is specifically designed for older people so they can live independent lives in their own homes. There are two levels of benefit, with recipients being given either £61.85 or £92.40 a week depending on the severity of their disability. The disability can be mental or physical, with a huge list of eligible conditions such as arthritis. The allowance is designed to be used by the recipient on any services of their choice. For example, someone with arthritis may use their payment to pay for a cleaner, gardener, physiotherapist or massage treatments. The application process is very simple and being in receipt of Attendance Allowance can also open the doorway to other benefits such as Pension Credits or lowered Council Tax bills. n