Interview with Jacques Pleurmeau, President and Founder of Groupe Hom’Age and Homnicity
Interview with Jacques Pleurmeau, President and Founder of the Hom’Age Group, with 6 EHPAD, a central kitchen, a laundry, a home help service and a training center for the professions of the elderly in Normandy, and of the Homnicity Group, specialized in the promotion and operation of Senior Services Residences, whose operating company is Oh Activ, with 16 Senior Services Residences in France. Written by María Mañoso, Marketing Specialist at ISEO.
We spoke to Mr. Pleurmeau about his academic background and initial motivations, the unique features of his residences, and the present and future of the Senior Living sector in France.
What was your main motivation for entering the senior world and creating the Hom’Age Group in the first place?
My main motivation for entering the world of senior residences and creating the Hom’Age Group goes back to my academic and professional background. I studied economics and graduated from Sciences Po Paris. This training led me to carry out a number of assignments on organizational issues, in particular change management in various sectors.
One of my most memorable experiences was working in nuclear power plants, where I helped professionals reposition themselves towards higher value-added professions. This made me aware of the challenges of change management and the importance of supporting people in their professional development. In addition, Martine Aubry’s introduction of the 35-hour working week had a major impact on all sectors, including EHPAD, which I began to get to know at that time.
On a personal level, I’ve always had a particular sensitivity to people in difficulty, whether young, old or disabled. These experiences and this personal sensitivity led me to found Groupe Hom’Age in 2008. My aim was to create a structure capable of meeting the evolving needs of senior citizens, by offering a complementarity between EHPAD and Résidences Services Seniors. I also founded the Oh Activ brand, which today boasts 16 residences in France.
The central idea of my project is to design a residential pathway for seniors, meeting their needs at every stage of their aging process. It starts with home services and home improvements to make life at home easier, then moves on to Senior Services Residences like Oh Activ, and finally, in the event of increased dependency, to adapted solutions such as meal delivery, day care, temporary or permanent care in EHPAD.
What sets your residences apart?
What sets our residences apart is our focus on quality of care and innovation. While we recognize that the aesthetics of our facilities could be improved to look more like hotels, our real strength lies elsewhere. We have developed a philosophy centered on “taking care”, particularly for patients suffering from neurodegenerative diseases such as Alzheimer’s. In partnership with renowned institutions such as the Chair of Neuropsychology at the University of Caen and Professor Eustache, we have conducted pioneering research and developed specific working methods for our healthcare professionals.
We have also set up H-Care Développement, a training center dedicated to the care of the elderly. Our teaching method combines theoretical input from external trainers with practical sessions where experienced caregivers teach their colleagues, enabling us to effectively disseminate our philosophy and methods of care.
Another differentiating aspect is our use of telemedicine, particularly useful during the COVID-19 period. We have demonstrated that telemedicine is an excellent way of treating the elderly in their own homes, thus avoiding what are often difficult hospitalizations.
For our Oh Activ Senior Services Residences, we have chosen to locate them right in the center of town, where services and shops are easily accessible, helping residents to integrate into city life. We have also developed a range of services that can be adapted to the different income levels of retirees, with three service ranges: Access, Latitude and Elegance.
We aim to make our residences an integral part of the neighborhood’s social life, creating permeable spaces where young and old can interact. For example, we have designed a coworking space open to all, a restaurant open to the public and wellness facilities such as a sauna, swimming pool and cardio-training room.
In response to the pressure on student housing, we also offer students accommodation in our residences, creating valuable intergenerational links.
How do you see the Senior Living sector in France developing over the next few years?
It’s encouraging to see the Senior Living sector in France as a booming field, offering a variety of solutions to meet the growing needs of an aging population. However, the question of revenue is a major challenge, requiring innovations such as apartment management to generate additional income and make these services more financially accessible.
At the same time, there remains some confusion among the French about the differences between the various types of establishments, such as Services Senior Residences, EHPAD and shared habitats. Better education on these distinctions could help individuals make informed decisions about their choice of residence for their retirement years.
Furthermore, it is imperative that political decision-makers take account of the demographic challenge ahead, and put in place effective solutions to ensure adequate funding for establishments dedicated to the elderly. Despite the increasing professionalization of the sector, the lack of financial resources remains a major concern, sometimes jeopardizing the quality of care and well-being of residents. Particular attention must therefore be paid to this issue to ensure an optimal future for the elderly in France.
What technology do you use to improve quality of life and services for your residents?
To improve quality of life and services for elderly residents, we use a variety of technologies adapted to their specific needs. For example, to facilitate access to the apartment, we install smart locks. These solutions open the door with a digitized card or a beep, simplifying entry for people with motor or visual difficulties.
For wheelchair users, automatic devices allow the door to close easily after opening. Furthermore, to prevent falls, we install sensors in high-risk areas such as the bathroom and kitchen. In the event of a fall, these sensors trigger an alarm, quickly alerting the residence’s staff for rapid intervention.
We have also developed a simplified communication solution with an intuitive tablet. In addition to keeping in touch with family via easy-to-use software, the tablet can also be used to control various aspects of the apartment, such as roller shutters, heating and lighting. In this way, even from a distance, residents can manage their environment, which is particularly useful for those who have to be away from home on a regular basis.
What does the future hold for your two groups?
The senior living sector is suffering greatly due to the European crisis and COVID. Operators, like myself, are finding it difficult to make these places accessible to all, not least because of a lack of support from the State. It’s crucial that the State adopts a programming law to provide solutions.
I also believe that the financialization of the sector is not the only solution. It’s important for managers to be, above all, entrepreneurs with a long-term vision, to guarantee sustainable quality of service. I advocate a family model, with expertise and values passed on to my children, to ensure continuity in the philosophy of care for the elderly.
If you would like more information on the evolution of the French real estate market, or on the role of digitalization in this context, please do not hesitate to contact us at fr-info@sofialocks.com. Our experts will be delighted to provide you with all the information you need.