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10 Friday, December 26, 1986 THE DETROIT JEWISH NEWS

Long-term, non-profit nurs-
ing home facilities, such as De-
troit's Jewish Home for Aged,
are threatened by shrinking
available funds, competition
and chain health care opera-
tions, according to a national
health care official.
Speaking at the annual
meeting of the Jewish Home
for Aged board of directors,
Sheldon Goldberg, executive
vice president of the American
Association of Homes for the
Aging, said that for long-term
nursing facilities to survive,
they will have to be convenient
Sheldon Goldberg
to consumers, ascribe impor-
tance to their executive leader-
Jewish News, Goldberg said
ship and specialize their serv-
that most Jewish homes for
aged in the United States are
ices.
Delivering the first Arthur
non-profit and separated from
Fleischman Memorial Lecture
the federations in their cities.
of the Home for Aged at Bor-
He estimated that 90 percent of
man Hall last week, Goldberg
the non-profit homes are non-
said that because the U.S.
federation owned.
population is aging, demand
An advocate of non-profit
for homes for aging will in-
care facilities, Goldberg said
crease, but funds available to
that although homes for aged
sustain them will decrease,
are licensed by the federal and
and he said there is already
state governments and in-
evidence of this happening.
spected by state regulators,
Goldberg said the new
their standards are too low. He
Democratic Congress can no
said that community leaders
longer be counted on for great
who sit on a home for aged's
amounts of funds for long-term
board assure a "high caliber of
care facilities because "deficits
care." He particularly lauded
are too big. Elastic dollars for
Jewish homes for aged be-
health care in the United
cause, he said, they create in-
States are no longer elastic.
novative programs.
They now have clear and de-
Asked what made a long-
fined boundaries."
term care facility a good one,
Competition also will be a
Goldberg said it was the "hu-
major factor in the survival of
man touches. Having enough
nursing facilities. Goldberg al-
time to listen to a resident —
luded to how Sears, Avon,
you'd be amazed at what five
Marriot Corp. and ITT are all
minutes a day means to a per-
getting involved in health care
son. A good home understands
and housing for the elderly. He
loneliness." Food quality and
also said chain health care
sufficient staff also were indi-
facilities will make an impact
cators of a good facility.
in the market because they
Most homes he said are un-
"understand tax laws and
accredited, and only about one
know how to form corpora-
in 20 subscribe to accreditation
tions."
from the joint Commission foe
Goldberg said in the coming
the Accreditation of Hospi
years marketing will be a
tals." Accreditation, he said, if
major concern of long-term
"not a final measure" of the
care facilities. Among the
quality of the home. "Stab
other trends he predicted were:
surveys can identify a bad one
less public dollars available,
but can't identify a superio
more competition for residents,
home."
more knowledgeable consum-
Goldberg said the year 200
ers, price competition, capacity
will see an "explosion in th
problems, sophisticated mar-
growth of the elderly popule
keting, emphasis on prod-
don" and with it will be th
uctivity, larger facilities, net-
problem of how to fund long
works of facilities with the
term care. He predicts Med
health care establishment and
care and Social Security func
increased specialization.
will become scarce and the
He recommended that for
politicians are not current]
long-term nursing facilities to
taking ample notice of ti
keep up with the trends, they
problem.
should be open to change, focus
How can we prepare for of
on human resources, take risks
age? Goldberg said that
and develop resources, net
should be looked at as a this
work with Federations and
stage of life, and not as the er
health care givers (doctors, de-
of life. Learn recreational a
ntists), make speedy decisions,
tivities particular to that stal
be future oriented, be con-
of life and prepare ec
sumer oriented, publicize pro-
nomically, he advised. The
grams and grow through re-
are different career option
search development. "If
and choices one can make f
facilities stop growing, they
his/her advanced age. "You a
cease to be viable," he said.
do many productive things.'
In an interview with The

