Nanaimo Daily News

February 12, 2008

Business boom caters to elderly; One-fifth of Nanaimo is over 65 years old, providing a target market for services

by Walter Cordery, Nanaimo Daily News

As seniors become a significantly larger proportion of the population, an increasing number of entrepreneurs are seeing gold by catering to the needs of the silver-haired set, says Marilyn Hutchinson, Nanaimo's economic development officer.

Nearly 20% of this area's population is 65 or older and have attracted services that younger residents don't need or want.

Much of the demand for services for seniors comes from their children, who worry about their independently minded parents, Hutchinson said. She added that she expects the number of services catering to seniors to continue to grow as the percentage of seniors in this area continues to increase.

"Much of the impetus for these services come from people who are still in the workforce (and) say, 'I just wish I could have someone who would go and visit mom one or two days a week to sit down with her and have a cup of tea and sandwich with her, basically to keep an eye on her and ensure that she is doing OK'."

These members of the sandwich generation (the generation that may have children at home and parents living independently), for the most part, screen potential caregivers carefully.

"Nobody's going to hire a care service to provide health care to their dad without carefully checking out their qualifications," said Hutchinson. "If you are trained in health care and good customer service, you should have no shortage of clients."

It's not just health care, a number of service providers are starting businesses in Nanaimo because of this city's growing numbers of seniors.

"The fastest growing segment of our population is in the 45-to- 64-year-old range," Hutchinson said.

She said she sees an important bridging role for health providers who specialize in at-home care.

"A lot of seniors are taking up space in our hospital or extended- care facilities that don't necessarily have to be there, so to have someone go to a senior's home to provide them with the health care they need is good for everyone," Hutchinson said.

"These services absolutely do take the strain off the public health-care system."

Entrepreneurs are finding ways to service the growing seniors market, said Hutchinson.

"I think it is absolutely broader than just health care," she said of the growing number of businesses that focus on seniors' needs.

"We (city officials) met with a development couple from Edmonton recently who want to build duplexes for families and their parents."

She also knows of hairstylists who go around to seniors' residences to cut their hair. There are also companies that provide everything from companionship to area seniors to drivers who meet their transportation needs.

Chris Wilkinson recently launched a Nanaimo-Cowichan franchise of Nurse Next Door, which provides health services at home.

"Anything that can be done at an extended-care facility for seniors, we can do at their homes for them," Wilkinson said.

His company does provide services to all age groups but "primarily our clientele are seniors."

Like health authorities, his company is struggling to find qualified nurses to bring quality care to his customers.

Wilkinson sees the move to home care from extended-care facilities as a win for everyone.

"Many seniors are reluctant to leave their homes; it is where they feel the most comfortable. We can offer them the same services they can receive at a extended-care facility and we can offer their families some peace of mind," he said.

"We can offer a consistency of service by providing the same caregivers that clients can look forward to seeing on a regular basis," Wilkinson said.

Like Wilkinson and Hutchinson, Heather Weflen, who runs Nanaimo's Harmony House, said she can see how private business can help alleviate the stress seniors put on the public health-care system.

"I think you are going to see more and more places and businesses helping seniors because hospitals are full and overcrowded," Weflen said. "I think the growing number of seniors in the area is creating opportunities for health-care professionals and businesspeople."
 

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