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9/30 & 10/1: Virtual 2-Day Conference
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9/30 & 10/1: Virtual 2-Day Conference Export to Your Calendar

9/30/2020 to 10/1/2020

When: September 30 & October 1, 2020
8:00am - 4:30pm
Where: Map this event »
United States
Natalie Hunt

Phone: 781.622.5999 x100

Registration Information
Online registration is available until: 10/1/2020


Mass-ALA's Annual Conference will now be held as a 2-day webinar event!

9/30 & 10/1


Member: $245 

Non-Member: $320 

Sponsorship opportunities can be viewed here.

Mass-ALA is pleased to provide you with the agenda for our Annual Conference, scheduled for September 30th and October 1st as a two-day virtual event!  This year, we're featuring three keynote addresses, each one with a meaningful message prepared for this time of unique challenges in our industry. In addition, there will be a variety of presentations that will focus on infection control, adapting to COVID-19, marketing, falls prevention, leadership and much more.

Would you like to get know different people in the industry, and network in a more relaxed environment? Mass-ALA is hosting a Virtual Happy Hour on September 30, right after the first day of our the Annual Conference. All participants will be assigned to a random room where a moderator will get the Happy Hour and conversation started.  Let the fun begin!





8:15 - 8:30        Mass-ALA Opening Remarks, Welcome -Brian Doherty, Mass-ALA President & CEO
8:30 - 9:30      Morning Keynote: Significant Communication in Calm and Chaos -Pete Smith
Back by popular demand, Pete delivered our annual conference keynote last year and set us on the right track to make the most of the day.  Pete’s unique combination of wit, humor, and heart will bring a fun, challenging, and insightful look at how to become a more effective communicator in every aspect of your life, and especially during a time of crisis.


9:45 - 10:45       Operational and Clinical Management for Life After COVID-19 -Karen Bain, Eisenstein and Flaherty Associates, and Joe Veno, COO of Commonwealth Senior Living Management  Session Sponsor, Belfor Property Restoration       

Karen and Joe's presentation will focus on infection control measures to take to prevent future outbreaks from COVID-19 or other infectious diseases, and how to operationalize these measures into day to day practice. They will cover all importance aspects of operational and clinical management, such as infection control/procedures, PPE use, staffing (testing and quarantines,) clinical care review, admissions/screening, and effective communication protocol.    

11:00 - 12:00       Overcoming Challenges for Marketing to the Adult Child During a Pandemic -Jessica Ruhle, Creating Results                                                         During this presentation, attendees will learn how to:

  • Adapt sales and marketing strategies to meet adult child prospects where they are, capture their attention and learn creative ways for nurturing prospects while following social distancing guidelines
  • Develop messaging and content that highlight the benefits of community life, especially during a pandemic
  • Assess business needs and how they can be modified in response to the changing business landscape
12:30 - 1:30      Anticipated Litigation over COVID-19 and the Impact of the Immunity Created by the Legislature -Joseph Desmond, Morrisson Mahoney LLP
The presentation will include an analysis of the Massachusetts law, which Mass-ALA successfully advocated for this year, that provides certain liability protections for the acts or omissions of defined health care professionals, health care facilities and volunteer organizations, occurring during the period of the COVID-19 emergency that was declared on March 10, 2020. The discussion will further focus on the best practices that facilities will need to follow to avoid liability, and further review the anticipated claims that will be asserted to circumvent the shield of immunity.


1:45 - 2:45        Common Conditions That Impair Balance, Mobility, and Ambulation -Michael Marciello, Maragal Medical, P.C.

This presentation will educate the audience on the more common neurological and musculoskeletal conditions that impair a person’s functional balance, mobility and ambulation. Treatment solutions of each condition will then be described with most up to date and evidence-based information to be discussed. Regarding resident safety concerns, newer robotics technology minimizing person to person contact for falls assessment will also be presented.


3:00 - 4:00        The Road to Reopening -Kristi Smith, HealthPRO Heritage Session Sponsor, Partners Pharmacy   

This presentation will focus on necessary steps to operationalize reopening with COVID-19 in the larger population, looking carefully at clinical competencies, changes in P&P, structural/operational considerations admissions decision-making, and visitor policies. The next steps in the “road to reopening”.
4:00 - 5:00        Happy Hour 

Would you like to get know different people in the industry, and network in a more relaxed environment? Mass-ALA is hosting a Virtual Happy Hour! All participants will be assigned to a random room where a moderator will get the Happy Hour and conversation started.  Let the fun begin!

8:15 - 8:25        Welcome and Comments -Laurie Cashman, Mass-ALA Director of Education


8:25- 9:25         Morning Keynote: Disruption-Proof Leadership: A Guide to Motivating Stressed People -Andy Core, Andy Core Personal Coaching

Andy says that motivating others is both art and science, except when stress hits; then it gets really emotional!  Whether you need to lead, inspire, or sell, the ideas in this program will prepare you with evidence-based, tested-in-the-trenches tactics that give you the ability to turn stress into a motivating force.

9:30 - 10:30       Best Practice During a Health Care Crisis: Protecting Residents’ Health While Maintaining Meaningful Engagement with Social Distance - Joan Roche, The Roche Associates, Inc.
Joan’s presentation will focus on the underlying principles and concrete examples of effective Social Distance Engagement, including the necessary process of keeping the infection at bay, and the best practices and lessons learned on meaningful engagement at a distance. As with other complex challenges in senior care, coordinated and effective communication is a key element necessary for successful management of this complex challenge. Key communication strategies will be discussed.


10:45 - 11:00      Remarks by Dr. Elizabeth Chen, Secretary of EOEA


11:00- 11:15    Remarks by Governor Charlie Baker


11:15 - 12:30      Executive Presentations and Panel Discussion: Navigating Challenges of the Pandemic and Preparing for the Near Future -Moderated by Brian Doherty, Mass-ALA President/CEO
  • Tom Grape, Chairman and CEO, Benchmark Senior Living
  • Larry Gerber, President and CEO, EPOCH Senior Living
  • Sue Coppola, Chief Clinical Officer, Sunrise Senior Living

These leading assisted living executives will present information on how their companies adjusted to the pandemic, its impact on the assisted living industry, and lessons learned from the experience. They’ll also share their plans for the future regarding potential changes that may be implemented beyond this critical time.  Specific areas to be discussed will include:  clinical policy decisions that were made, the impact on operations in traditional AL versus memory care, staffing, census issues, resident care, and overall business strategy. 


1:00 - 2:00        Strengthening Residents’ Connection with Family without Utilizing Staff Resources -Mo Kelly, Saying Hello

The main focus of the presentation will be to provide tips and tools that immediately and effectively reduce resident's feelings of loneliness and disconnection. Mo will show the audience how to strengthen communication between family and residents safely and effectively without adding more work to an already-burdened facility staff. She will share 7 steps that can be taken immediately to give genuine benefits to residents and their families without costing the facility additional financial or staff resources.


2:15 - 3:15          Helping Staff Cope with Traumatic and Chronic Stress Caused by the COVID-19 Pandemic - Dr. William Mansbach, Mansbach Health Tools, LLC

Dr. Mansbach will address the background on COVID-19 and trauma-related mental health issues, steps that staff members can take to support themselves, and steps that the organization can take to support staff and set expectations for the future.


3:30 - 4:30       Afternoon Keynote: The Science of Happiness -Catherine Sanderson, Ph.D, Sanderson Speaking

Catherine will close out our conference at the end of day 2 with her “feel good” presentation about happiness.  As a professor at Amherst College, Catherine likes the fact that she shares information that’s based in empirical research, but also includes real and practical strategies people can use in their own lives to feel happier...and healthier!                                                                                                      


Thank you to our 2020 Corporate Annual Sponsors!


View the 2019 Conference & Tradeshow recap here.


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Phone: 781-622-5999
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