Middle Market Playbook

LeadingAge Virginia is pleased to announce the publication of our Middle Market Playbook. This playbook is the result of a two-year effort by the LeadingAge Virginia Middle Market Cabinet, aimed at creating a financially viable and mission-consistent model for serving middle market seniors.

The Playbook serves as a guide to help you explore opportunities to serve the middle market. It includes an interactive spreadsheet (Excel format) that allows you to test various assumptions and assess project viability.

What Others Are Saying

"The middle market is aware of their own economic circumstances. They are looking for resources to manage that... The industry needs to find new ways of delivering early holistic value in healthcare to help seniors live their best lives."
John Cochran, President & CEO, HumanGood - McKnights Senior Living

"Capital is readily available for high-end senior housing providers, and government subsidies help low-income elders. But the middle-income spectrum remains underserved. This gap will only widen in the future."
LeadingAge Business Strategy Council

"COVID-19 has exacerbated economic challenges for seniors. The pandemic has pressured home values, impacting how many people fund their move to senior living communities."
Senior Housing News - Read More

About LeadingAge Virginia

LeadingAge Virginia is an association of not-for-profit aging services organizations serving residents through life plan/continuing care retirement communities, senior housing, assisted living, nursing homes, adult day centers, and home and community-based services. We work together to expand the world of possibilities for aging.