LanePark is an licensed assisted living comunity for the elderly. It is a warm and homelike alternative to a nursing home, with nurses, food service , trasnportation activites etc to allow - primarly 85 year old females who cannot live alone at home - yet dont need institutional health care.
the residents are 95% female 5% male a few couples, if one has frailty
the customer is generally a daughter of the resident who is making decisions for parents..aged about 50-60.
the facility is homelike with front poaches and should evoke feelings of a bungalow design, middle american values.
we describe our customer as the Buick crowd.. and the buick is about 9 years old with very low milage- we avoid workds like luxury, resort, anything high tone in favor of words or images like warm, home, dog, cats, care , friendly,family---avoid healthcare look or feel
our position however is hospitality with INVISIBLE health care.