Maplewood Senior Living Adds At-Home Division

Another senior living provider is getting into home care—and it’s not afraid of any seasoned competition.

Westport, Connecticut-based senior living provider Maplewood Senior Living recently introduced Maplewood at Home, a new business segment that offers private duty, non-medical services to seniors living in Maplewood communities or in their own homes. The service is geared, in part, toward seniors who have no interest in moving into senior housing—or no real need to.

“We want to be able to provide that Maplewood experience and that peace of mind to people who may never move into a senior living community,” Maplewood at Home Vice President Kelly Mazza told Senior Housing News.

The senior living provider also believes they have a leg up on other home care providers in Connecticut and other states, Mazza explained. Maplewood Senior Living was already generating plenty of leads for its six communities in Connecticut, she said—and not all of the leads were converting into move-ins. Now, Maplewood at Home enables the provider to convert more of those leads into paying customers.

“We’ve kind of got this built-in opportunity to provide services if folks never move into our communities,” Andrea Ellen, Maplewood Senior Living’s vice president of marketing and communications, told SHN. “Folks are already familiar with Maplewood and its communities. It was kind of like a natural progression to be able to provide services at home.”

Honorary Maplewood residents

Maplewood at Home will employ home health aides, registered nurses, nursing assistants, social workers, personal care assistants, client service directors and other companions, The News-Times reported. These caregivers will assist seniors with shopping, light housekeeping, transportation and personal care needs, among other things, Mazza told SHN.

Some of these services, she noted, can be provided within Maplewood communities, if a client so chooses.

“The clients are welcome to go to our Maplewood communities at any time,” Mazza said. Maplewood at Home clients, in other words, can visit a Maplewood community for a meal or to have their hair done, paying for these services a la carte on top of the hourly rate they already pay Maplewood at Home.

Some Maplewood at Home clients who already live in Maplewood communities use the service differently.

“We have a gentleman who likes to go to church every Sunday, and he likes to have someone with him one-on-one,” Mazza explained.

Rapid growth in store

Maplewood currently operates 13 senior living communities in Connecticut, Ohio and Massachusetts. The provider’s expansion into private duty home care was in the works for some time.

“It’s been a long time coming, but we recently kicked it off in the last four or five months,” Mazza explained.

So far, Maplewood at Home serves “quite a few” seniors in Northwestern Connecticut, including those living in three Maplewood communities. The company plans to grow soon—and rapidly.

“Our business plan calls for us to very quickly to begin services in New York, and then of course to roll out services in other states where we have Maplewood communities,” Mazza added.

Written by Mary Kate Nelson