Over the past thirty years, the senior care industry has evolved alongside the technologies that have reshaped modern business. What began with simple databases to track prospective residents eventually shifted to the internet, where senior living companies and third-party agencies began marketing directly to consumers. This transition fundamentally changed how families locate services within their communities.
A Growing Landscape of Options
Like many industries, technology has been both a blessing and a curse. While consumers appreciate the ability to search for options from home, they are often frustrated by the superficial, marketing-heavy information found online.
From the late 1980s to the early 1990s, senior living options in the Greater Seattle area exploded from several hundred to several thousand. The market diversified into a wide spectrum of care, including:
- Independent and Retirement Living
- Assisted Living and Specialty Memory Care
- Adult Family Homes: Private residences caring for two to six people.
- In-Home Care: A booming sector for those wishing to age in place.
The Rise of Two Different Models
In the mid-1990s, only three senior care referral agencies served the Greater Seattle area. Their approaches couldn't have been more different: one focused solely on nursing needs with no technology, another focused on "pure technology," and the third—1st CHOICE—blended intricate search features with in-person support.
Founded in 1993, 1st CHOICE continues to prioritize face-to-face family consultations while representing the full spectrum of community options.
Conversely, the year 2000 saw the arrival of A Place for Mom (APFM). While APFM labels itself a "referral agency," it functions primarily as a technology-driven lead generation company. Critics note several key differences in their model:
- Lack of Personal Contact: Staff typically work remotely and may never visit the facilities they recommend or meet the clients they serve.
- Limited Scope: They often refer only to providers who pay high referral fees.
- Privacy Concerns: By selling personal information to numerous communities, they often trigger a barrage of unsolicited marketing calls to families.
- Regulatory Scrutiny: APFM has recently faced U.S. Senate scrutiny regarding its business practices and transparency.
The 1st CHOICE Advantage: A Human-Centric Approach
In contrast to high-volume lead generators, agencies like 1st CHOICE remain service-oriented. Now serving the Puget Sound, Spokane, Vancouver (WA), Portland, and Salem areas, 1st CHOICE focuses on narrowing down the "thousand options" to the two or three that best fit a family's specific needs.
The process begins with an intensive intake. Advisors meet with the family and the senior to evaluate:
- Medical & Care Needs: (e.g., catheter care, diabetic diet support, or physical frailty).
- Financial Longevity: Planning for those whose funds may transition to state assistance (Medicaid) within a few years.
- Lifestyle Preferences: Activities, pet-friendliness, and motorized scooter accessibility.
- Benefits Coordination: Helping veterans and their spouses navigate available benefits.
Excellence in Service
Beyond data points, 1st CHOICE provides the emotional support necessary to navigate such a significant life transition. They even conduct follow-ups after move-in to ensure the senior is settling in well.
While technology is a powerful tool, 1st CHOICE believes discretion and the "human touch" are critical when handling sensitive information about older adults. This commitment to excellence has earned founders Les Ostermeier and Clint Slater four national recognition awards in the past ten years.