Áltima adapts to face the new reality shaped by COVID-19

Sant Boi de Llobregat (Barcelona), October 27, 2020 – In response to the situation caused by COVID-19, Áltima has highlighted the importance of reinforcing preventive measures to face the new reality marked by the pandemic. In the company's review during All Saints’ Day, Áltima emphasized the need to adapt funeral services to the new context to continue ensuring the provision of an essential service with all the safety and quality guarantees for families.

Since the start of the pandemic, the company has adapted new services and adopted various safety and prevention measures at the 33 funeral homes it manages throughout Catalonia. From the outset, a protocol was developed and implemented to increase protection, hygiene, and information at all centers, allowing Áltima to maintain maximum health safety for all users during wakes and ceremonies while respecting the maximum allowed capacity. According to Josep Ventura, General Director of Áltima Funeral Services, “This pandemic has made us even more aware of the importance of holding a wake and being able to say goodbye to avoid complications in the subsequent grieving process. Therefore, we have adapted all our rooms and chapels to be 100% safe spaces for families in the face of COVID-19, following strict hygiene and disinfection measures and controlling user access at all times.”

Beyond these hygienic and safety measures to make Áltima centers fully secure, the development of projects and services adapted to the moment has also been crucial. “As part of the healthcare chain, we fully understand the upheaval this new situation represents for our society, especially for those who experience a death. Therefore, in line with our commitment to serving families, funeral companies must be able to respond to continue supporting them in this new context,” explains Josep Ventura. Among the new dynamics implemented in recent months, the introduction of remote processing of funeral services stands out. “With this option, families can receive advice and complete all necessary procedures without having to travel, from any internet-connected device or by phone.” Additionally, some funeral homes have begun offering streaming ceremonies, a necessary service when restrictions prevent any type of in-person event or limit attendance.

An Intelligent System to Predict the Impact of the Coronavirus

The funeral company acknowledges that it has been able to react to new needs “thanks to the company's adaptability and innovation, without which it would have been impossible to face such a challenging issue as the pandemic.” Some indicators have been exceptionally altered due to the implications of the health crisis, such as the number of deaths: since the beginning of the year, Áltima has seen a 29% increase in funeral services, which translates to about 3,200 more deaths compared to the same period in 2019. More than 24% of the total services carried out by the company this year have been for COVID-19 or suspected COVID-19 cases.

In addition to increasing its staff by 5% to respond during the pandemic’s peak months, Áltima has invested in developing an artificial intelligence system for predictive analysis that allows for more accurate anticipation—over 90% accuracy—of service demand and internal capacity adjustments. The use of this technology “provides us with more tools to improve our management with the aim of offering the best service to families,” adds Josep Ventura.

Increased Demand for Cremation

So far this year, cremation has emerged as the most requested option by Catalan families, according to Áltima data, with 56% of the total funeral services. The increase in this trend compared to the same period in 2019 has been 34%. According to Joan Ventura, General Director of Áltima Cemeteries, “This figure is linked to the increase in deaths due to the pandemic but also responds to the growing demand for this option, which increases progressively year after year.”

In response to this scenario, the company has recently launched a new service to personalize farewells at crematoriums based on immersive technology through the projection of images and music using 3D virtual reality. “We realized that many people avoided witnessing the final phase of the cremation process as it is an emotionally challenging moment. Personalizing the moment of introducing the casket into the crematorium with audiovisual projections helps families in the final farewell to the deceased,” explains Joan Ventura.

Enhanced Support for Loss to Prevent Pathological Grief

Preventive measures have significantly impacted funeral services by preventing the usual or desired holding of wakes, ceremonies, or burials. These restrictions have led to the postponement or interruption of many grieving processes, thus increasing the risk of them becoming pathological. In this regard, and to help address these potential complicated griefs as well as to offer emotional support to its own staff in such an exceptional context, Áltima reinforced its grief support service last March through a free 24-hour phone line, also allowing for immediate and remote support. “Due to the severe impact of COVID-19 and the strict restrictions, the months between April and June were the most psychologically challenging, which was reflected in the grief support service, which concentrated nearly 60% of the total inquiries received during this period,” details Josep Ventura. Indeed, Áltima’s commitment to ensuring support for loss and grief for both families and its own staff has led the company to be awarded the EFER (Emotionally Responsible Funeral Company) seal by the Salud y Persona Foundation.