Is the New Name for CCRCs a Winner?

From here on out, continuing care retirement communities may be called “Life Plan Communities” — or not.

The new term emerged out of a lengthy process spearheaded by LeadingAge and Mather LifeWays, which revealed shortcomings in the “CCRC” terminology. Still, even leaders of the project admit that there’s no telling whether the newly proposed alternative will have staying power.

The proposed name change was announced Sunday in conjunction with LeadingAge’s 2015 Annual Meeting and Expo in Boston. The association represents approximately 6,000 not-for-profit senior services and care providers.

LeadingAge and Mather LifeWays, a nonprofit that owns and operates one CCRC in Illinois and one in Arizona, led the two-year renaming initiative in partnership with marketing firms GlynnDevins, Brooks Adams Research, Love & Company, Varsity and SB&A Integrated Marketing.

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