Competitive Analysis

though they are losing control of their lives, and losing the types of decision-making capabilities as well as the ability to enjoy the types of activities that previously defined their lives. As care providers, it is critical to allow seniors the space to be themselves while offering an intimate level of care that maintains their dignity and independence.

We’ve found that seniors are on a constant search for self-fulfillment. Five very important quality of life attributes are:

Experiences/adventures/nostalgia Comfort/peace of mind Individual recognition Socialization and intellectual stimulation Self-expression and fulfillment.

Psychographics

Senior citizens often exhibit behaviors that include many of the following traits:

Extraversion: Decreases when professional activity goes down. Agreeableness: Is more prominent in socially active seniors as compared to socially inactive seniors. Value: The feeling of being respected and having accomplished something in life are sentiments that are very important to retirees. Cognitive age: Seniors who are socially active often feel younger than their socially inactive counter-parts.

Based on our research, there are literally dozens of eldercare firms in the GTA and hundreds across Ontario. This fact speaks to the maturity of the market and demand for this type of service. The industry is split amongst those firms who operate as part of a national franchise, as spin-offs from a larger healthcare operator and independently owned agencies.

The following analysis is a sampling of the types of firms described above, which allows us to develop conclusions and recommendations that encompass the thinking and positioning of the entire competitive market.

From a competitive standpoint, having spoken to a number of major players in the market, we found that those who, during our conversation provided thoughtful discourse surrounding the care of the individual client left us with a better feeling

about their offering than those who did not. Value-added services such as sending a nurse to drop in for a weekly check-up or involving family members in the care plan were insightful add-ons.

Overall, the franchise operators offered a less warm feeling and presented a more corporate approach to their business based on our questions.

Staff selection is a serious concern among adult children of seniors. The smaller eldercare providers seemed to understand that fact, and were rather articulate in exploiting this point as a key differentiator.

Home Instead

www.homeinstead.com

Serves the North Toronto area including: Bathurst Manor, Bayview Village, Bedford Park, Don Mills, Fisherville, Henry Farm, Hillcrest Village, Lawrence Manor, Newton Brook, Nortown, North York, Sunnybrook, The Peanut, Willowdale, Wilson Heights, York Mills.

Founded in 2001, the Toronto franchise was the first Home Instead Senior Care franchise in Canada.

The Home Instead Senior Care franchise network positions themselves as “the world’s trusted source of companionship, Alzheimer’s and home care for seniors”. With more than 950 franchises in the United States, Canada, Japan, Portugal, Australia, New Zealand, Ireland, the United Kingdom, Taiwan, Switzerland, Germany, South Korea, Finland, Austria, Italy and the Netherlands, the network employs nearly 65,000-trained Home Instead “CAREGivers” who provide millions of hours of eldercare services annually.

The Toronto franchise provides the following non-medical & home aid services:

Companionship Services:

Offer companionship and conversation Participate in crafts and games

Aid with reading

Assist with entertaining Provide respite care Plan visits, outings and trips Provide reminders for appointments Monitor diet and eating Prepare grocery lists Provide medication reminders

Assist with personal tasks Aid with morning and wake-up Supervise home maintenance Care for houseplants Help with errands Assist with pet care Escort to appointments & events Escort for shopping and errands

There are a number of similar eldercare services in Toronto, what makes yours different?

Home Instead prides itself on providing a ‘personal touch’ to their services. They are in close contact with not only the client but the family as well. The company takes to time to ensure that the right match is made between the client and worker from the very beginning.

Do you provide 24-hour service?

The company provides 24-hour service.

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available?

The company offers fees based on the client’s needs. Typically, their fees run between $22-$23.95 per hour. Each visit must be a minimum of 3 hours. They also offer overnight fees of $130-$149, and this is a 12-hour shift. If the client wakes between 3-4 times during the night, an additional fee of $20 is assessed. The company does not offer monthly packages.

I am not certain that I saw it on your website, are you a non-medical service provider?

The company is a non-medical provider. Workers are certified PSW’s, although they do have nurses on staff.

Typically, what would the next step be? An on-site consultation?

The company offers the following steps:

1.

2.

3.

4. Service call. This call allows staff to give the potential client information about the agency (policies, procedures, etc.). Service agreement is reviewed/medical assessment completed. The agency gets all of the client’s medical history/information, doctor’s name/phone, emergency contact info, etc. Client’s personal preferences are established. Here, the agency will ask the clients about likes/dislikes, hobbies, and habits to ensure that a proper match is made. Intro visit. The company and potential support worker will come to the house to meet with the client. Please note; No fees are assessed until the agency and client agree upon and sign a contract.

The company provides follow-up visits/calls to clients monthly to check on the satisfaction of the client. Staff development and training with emphasis on Alzheimer’s and Dementia recognition and treatment is a part of Home Instead’s ongoing PSW training.

Eldercare Home Health

www.eldercarehomehealth.com

Serves the GTA.

Founded in 1995, Eldercare Home Health provides eldercare that is supervised and case managed by a team of registered nurses. This key differentiator allows the firm to position itself uniquely in a marketplace dominated by non-medical providers.

Given the skill set of this firm, they have been successful in providing care for patients who suffer from a variety of illnesses and diseases such as Parkinson’s, Alzheimer’s, Dementia and Diabetes. They have also cared for clients who have had strokes, heart problems, Arthritis and Osteoporosis.

Eldercare Home Health offers care to clients at home as well as in nursing homes and hospitals.

Services offered include:

Assessment by an RN RN Supervised care Personal care Companionship Shopping Laundry Appointments Family meetings Preparation of meals Physiotherapy Home safety

There are a number of similar eldercare services in Toronto, what makes yours different?

This eldercare company prides itself on being flexible to its clients needs. Specifically, they cater their client’s preferences regarding cultural needs, gender, etc. Additionally, Eldercare Home Health personal support workers offer companionship to their clients with respect to company policy by maintaining boundaries, as well as the privacy of their clients. Each support worker is assigned a client and will remain with them unless a change is requested. The support workers take the time to get to know the individual needs of each client. Support workers also get to know the family of the client as well.

Do you provide 24-hour service?

Eldercare Home Health offers 24-hour service. This company provides service in 4-hour shifts.

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available?

Eldercare Home Health fees are $23.88 plus tax per hour. These are certified, referenced, and insured PSW staff members (background checks are also conducted). Nurses supervise support workers at no additional cost to the client. Nurses also visit clients every two weeks at no additional cost. During a shift, support workers assist clients with light cleaning, exercise, laundry, and shopping at no additional cost. Nurses are also on call 24-hours a day at no additional cost. No monthly packages are offered.

I am not certain that I saw it on your website, are you a non-medical service provider?

Eldercare Home Health is a non-medical service provider. While they do have nurses on staff, they are limited in the medical assistance they provide. Their services would include assessments, some dressing etc. However, they would recommend a physician/hospital visit for more serious problems.

Typically, what would the next step be? An on-site consultation?

The next step would be to schedule an appointment where the staff nurse would do an assessment of the client that would indicate the clients needs and number of days/hours of desired service.

Do you offer any special services that we haven’t yet discussed?

Eldercare Home Health offers meal preparation to its clients.

Circle of Care

www.circleofcare.com

Circle of Circle programs and services are offered throughout the Greater Toronto Area and in the Southern York region.

In operation under one name or another since 1974, Circle of Care has grown over the years to more than 500 staff members serving more than 7,000 clients each year. Circle of Care began as a small agency in a house on Baycrest Avenue and is now a large multi-service organization. They are one of very few agencies in Ontario that has contracts with Community Care Access Centres (CCAC), and they also provide community support services. This means the range of services that they can offer clients is vast and meets their many needs.

Circle of Care provides home care services including:

Personal care, such as grooming, bathing, dressing, and toileting Homemaking, such as shopping, meal preparation and light cleaning Relief and respite for caregivers Services available 7 days a week, 24 hours a day Access to 24-hour emergency response Specialized care for Alzheimer’s, mental health issues and terminal illness

Circle of Care service fees: As of August 1, 2013

Personal Support & Homemaking Hours per month

1 to 9 10 to 24 25 and up Kosher Meals on Wheels

Item

Full meal Tray Soup pack Snack Transportation

Number of kilometres

0 to 5 kilometres 5 to 10 kilometres 10 to 15 kilometres 15 to 20 kilometres 20 to 25 kilometres Over 25 kilometres Day Centre for Seniors Full day $25.50 / hour $24.50 / hour $23.00 / hour

$8.95 $6.95 $5.00 $3.95

$6.25 $10.25 $14.50 $17.75 $21.75 $1.00 / km

$36.00 / day

There are a number of similar eldercare services in Toronto, what makes yours different?

They began as a primarily Jewish organization, which allowed them to provide rather specialized care to their clients including counseling and food preparation. They provide multi-lingual service, including Russian, Mandarin and Italian.

Accreditation in very important to Circle of Care and they provide ongoing training for their staff to ensure that best practices are implemented and maintained.

Fit between client and care provider is important to Circle of Care and they strive to base these matches on both interest and personality levels from the start.

Do you provide 24-hour service?

This company offers 24-hour service.

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available?

Packages are not offered, given the customizable nature of their clients’ needs.

I am not certain that I saw it on your website, are you a non-medical service provider?

This company is a non-medical provider.

Typically, what would the next step be? An on-site consultation?

The next step would usually be the registration process, which includes an initial screening and assessment. This information is then sent to the nursing team, who schedule a complete assessment.

Do you offer any special services that we haven’t yet discussed?

Social workers at no cost to the client, transportation, Kosher meals, support groups, volunteer program, social programs and gatherings, adult day programs for Alzheimer’s and dementia patients.

Support group programs are free.

Revera

www.reveraliving.com

Revera serves 32 cities across Canada in Alberta, British Columbia, Manitoba, Nova Scotia, Ontario, and Quebec.

Revera is positioned as “one of North America’s foremost providers of accommodation, care and services for seniors and other clients”. Their Home Health employees deliver customized services helping clients to continue to live independently in the comfort and freedom of their own homes.

Business Highlights: • Retirement residences, long-term care homes, home health and U.S. nursing and rehabilitation centres; • Headquartered in Mississauga, Ontario; • Over 50 years of service and experience.

Built on over 50 years of history helping seniors, Revera draws on the expertise of nearly 30,000 dedicated employees, and offers a variety of service and care options to suit individual needs and preferences. Revera has approx. 242 locations across Canada and the U.S.

Revera’s nurses have specialized training and expertise in providing home care for elderly, disabled and convalescing seniors. Revera’s home health employees deliver customized services that help clients continue to live independently and enjoy the lifestyle that is important to them.

Survey Questions & Responses:

There are a number of similar eldercare services in Toronto, what makes yours different?

Revera prides itself on offering customized care for its clients. They offer choices that suit the individual needs of the client and allow changes to these services at any time. They offer long term as well as home health care services. This company has several locations in the GTA.

Do you provide 24-hour service?

This company offers 24-hour service.

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available?

Here’s where customization enters the process. A representative will phone the potential client, assess their needs and charge a fee based on the selection(s) of the client. On average, fees are $3,500 per month but again, this is based on the client’s need, so the fee can be higher or lower. So essentially, there is no fixed price. Their support workers are also insured, and referenced.

I am not certain that I saw it on your website, are you a non-medical service provider?

This company is a non-medical provider. They do however have a nurse(s) on staff.

Typically, what would the next step be? An on-site consultation?

Once the representative has spoken to the potential client, an on-site consultation and assessment is completed.

Do you offer any special services that we haven’t yet discussed?

The company offers memory care aimed at combating Dementia and also offers 24-hour assisted living.

Comfort Keepers of Canada

www.comfortkeepers.ca

Comfort Keepers of Canada provides senior home care throughout Canada. With offices all over the country, Comfort Keepers provides home senior care to thousands of Canadians each year.

Their breadth of services includes companionship and personal care services, light housekeeping and meal preparation, to more specialized services for those with dementia and end of life needs. We assist with transportation to and from doctor’s appointments, the grocery store, and the pharmacy. If more around the clock care is needed, Comfort Keepers does provide 24-hour & live-in services.

Conversation and companionship Personal care Medication reminders Meal preparation Incidental transportation Light housekeeping Medical care

Like many such operations, Comfort Keepers is a franchise operation. As a value added component, Comfort Keepers sells a number of technology solutions aimed at extending the reach of caregivers, and enabling seniors to stay safe and independent at home between visits by family or professional caregivers.

Survey Questions & Responses:

There are a number of similar eldercare services in Toronto, what makes yours different?

Comfort Keepers of Canada prides itself on focusing on staff training and development. They offer interactive care giving that engages their clients in their own care, such as preparing meals with support workers. The company finds that this approach extends the quality of life for their clients and fosters a positive relationship with the support worker.

Do you provide 24-hour service?

Comfort Keepers provides 24-hour service.

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available?

The fees for eldercare are $24.95 plus tax per hour. This fee covers personal support workers (insured, referenced, etc.) and includes shopping, errands, meal

preparation, light chores, and personal hygiene care. Support workers stay for 3 hours at a time. Night care is provided at a flat rate of $150, and this is a 12-hour shift. If the client requires nighttime care and they do not sleep through the night, services are available at an hourly rate. No packages are offered.

I am not certain that I saw it on your website, are you a non-medical service provider?

This company is a non-medical provider.

Typically, what would the next step be? An on-site consultation?

The next step would be an on-site consultation to assess the needs of the client.

Do you offer any special services that we haven’t yet discussed?

This company offers meal preparation as well as certified foot care services.

Toronto Senior Care

www.torontoseniorcare.com

Serving the Great Toronto Area including Downtown, Midtown and Uptown Toronto, Scarborough, Etobicoke, East York, Markham, North York, Thornhill and Richmond Hill.

Toronto Senior Care was established in Toronto 10 years ago and has continued to develop its range of services to meet the needs of all seniors who need more support in order to live fulfilling and safe lives each day.

Toronto Senior Care hires and trains only the very best caregivers and other healthcare professionals. Our staff members are fully bonded and insured. They are also well trained, experienced, screened, certified and background checked.

Toronto Senior Care offers staff from a wide range of cultures and languages. Toronto Senior Care offers a range of senior services from a few hours per visit to 24 hours a day, all tailored to each senior citizen.

Hourly Care

Toronto Senior Care provides services by the hour for a minimum of either 3 or 4 consecutive hours per visit depending upon where you live in the Toronto area. They can set up visits one or more days a week at any time during the day. They are also able to split the visits, so a caregiver can come for a few hours early in the day and a few hours later in the day. Many seniors require support at both ends of their day. They charge by the hour for this service.

Toronto Senior Care also provides:

Overnight Care 24-hour Care Live-In Care Respite Care Palliative Care Companion Care Personal Care Specialty Care Nursing Care

There are a number of similar eldercare services in Toronto, what makes yours different?

Toronto Senior Care differentiates itself through their staff selection process. As a smaller company, they can effectively hire select candidates and invest significant time training them and managing their performance to achieve the type of care that they want to offer clients. This company also emphasized the importance of handling any problems with staff in a timely manner, ensuring quality care to their clients.

Do you provide 24-hour service?

This company provides 24-hour service.

What are your fees for your services? Are there minimum hours per day? Are there monthly packages available?

Toronto Senior Care offers an assessment to determine their fees for clients. They have a flat live-in rate of $260 per day as well as an hourly rate of $22.50. The company can structure monthly packages for clients. The minimum hours are between 3-4 hours per day.

I am not certain that I saw it on your website, are you a non-medical service provider?

This company is a non-medical provider. They do have nurses on staff and offer targeted care.

Typically, what would the next step be? An on-site consultation?

The company can do an initial phone interview/assessment and determine the level of care needed based on that. No fees are assessed until a support worker has been assigned to the client.

Do you offer any special services that we haven’t yet discussed?

The company offers meal preparation. They also have a tiered service:

1. 2. 3. Companion care: shopping, errands etc. Personal care: some medical dispersal, bathing, dressing. Care for bed-ridden clients.

Based on our initial research, there are a number of areas where Boon Daley would be advised to place particular emphasis in their service delivery in order to be seen as a true and capable competitor in this market.

Focus on developing effective relationships with clients, their families

and healthcare professionals. Boon Daley wants to be seen as an integral part of the client’s care program, and healthy relationship with critical care partners and caregivers would go a long way to creating that reality. Establish and promote the practice of assigning a single PSW to a particular client in an effort to maintain relationships and normalcy in their lives. Offer certified unique services to clients and training to staff. Unique service offerings like Alzheimer’s care, foot care, socialization programs etc., provide value-added benefits to clients and offer staff additional training benefits to working with you. Having a nurse and social worker on staff will allow Boon Daley to provide critical value-added services that really emphasize the commitment to care that the brand seeks to develop. Moreover, these types of healthcare professionals can be essential assets during the sales process. Offer 24-hour service availability as well as overnight services. Offer a free initial consultation to each prospective client/family. Advertise appealing promotions, such as free service on Mother’s/Father’s Day, etc. Address whether or not Veterans use their benefits to pay for this service. This would be of great advantage. | www.veterans.gc.ca Address whether or not personal insurance covers Boon Daley services. This would be another great advantage. Answer whether or not Boon Daley could benefit from the Direct Funding program? | www.dfontario.ca List company & services on as many eldercare websites as possible, i.e. the CCAC; http://healthcareathome.ca/serviceproviders/en/Service-Provider-

Listing/Toronto-Central Participate heavily in industry events and maintain memberships in healthcare associations:

The Ontario Home Care Association | www.homecareontario.ca

The Canadian Home Care Association | www.cdnhomecare.ca

The Ontario Caregiver Coalition | www.ccc-ccan.ca

Centre for Independent Living | http://cilt.operitel.net/default.aspx

Fact: