Area Franchise Helps Meet The Needs

Of An Aging Population

By Kaaren Valenta

When Sharon Massafra’s mother became ill from cancer and later died and her father-in-law developed Alzheimer’s disease, she soon realized that there was a critical need for support services for the elderly and their caregivers.

So four years ago, after considerable investigation, the former employee of the Planning & Marketing department of Danbury Hospital decided to open a Home Instead Senior Care franchise in Bethel. Recently, she spoke to the Newtown Business and Professional Women about her experiences in this rapidly expanding area of the economy.

“Taking care of the elderly is a 24/7 job,” she said. “I felt there was a strong need for this kind of service.”

A lot of planning is needed when dealing with the elderly, but what happens to many families is an emergency situation arises in which there is no choice.

“If you can plan, however, it does make a difference,” she said.

Sharon Massafra is president and owner of Home Instead Senior Care. She is a certified senior advisor and certificate instructor for the Alzheimer’s Safe Return Program.

Home Instead Senior Care was founded in Omaha, Neb., in 1994. The company employs caregivers who provide more than 60 nonmedical home care services to seniors that include companionship, meal preparation, medication reminders, light housekeeping, incidental transportation, errands, and shopping. The concept proved to be a success and was franchised beginning in June 199.

 Today, Home Instead Senior Care is the world’s largest provider of nonmedical home care and companionship services for the elderly, with 400 franchises in 43 states, Canada, and Japan. The company employs 20,000 caregivers who delivered more than 15 million hours of care in 2003. Each of these caregivers is bonded, insured, covered by worker’s compensation, and has passed a criminal background check.

Services can be arranged for a few hours a week or as many as 24 hours a day. The company’s hourly fees range from $12 to $20 per hour depending on location and the type of services requested. Short-term respite relief or longer term care is available seven days-a-week, including holidays.

Systemwide customer level revenues in 2002 were $163 million.

The need for such a service became apparent as the population aged.

An estimated 35.6 million people –– 12.2 percent of the population — are 65 and older. By 2011, the baby boom generation will begin to turn 65, and by 2030, one in five people is projected to be age 65 and older.

More than 83 percent of seniors surveyed say they are very or somewhat likely to remain in their homes rather than move to a care facility, according to a 2003 Home Instead Senior Care national survey.

“Approximately eight percent of the people over the age of 60 have at least one chronic disease and many have three or four,” Ms Massafra said. “The senior population is in need of more care, and not necessarily skilled care.”

In her own case, Ms Massafra said that as her family members aged, she found herself constantly providing help, if only to pick up milk or put away a hose. As time went on, the needs continued to grow.

“People who want to stay in their homes need to put in place the mechanism for that,” she said. “I’m doing it while I can still think about it.”

Often the first thing that happens is that people become forgetful, sometimes neglecting to pay bills. Eventually they may need help with other activities of daily living such as bathing, dressing, and preparing meals.

“Mom does not have to go to a nursing home if she only needs help with the activities of daily living,” Ms Massafra said. “She doesn’t need skilled nursing.”

Preventative planning includes financial, legal, health and safety, and housing issues.

Financial resources include long-term care insurance, reverse mortgages, and elder law attorneys who can help with wills, trusts, durable power of attorneys, and Medicaid issues.

“Housing includes aging in place –– staying in your home –– or alternatives such as senior housing, which is congregate housing for seniors. Some are based on ability to pay, some are not,” she said.

“There are also assisted living facilities like The Homesteads at Newtown and Lockwood Lodge, where meals, linens and towels, and cleaning is provided and a nurse is on call 24 hours a day. We provide services at The Homesteads.”

The next step is a nursing home, Ms Massafra said.

“Do plan while Mom can still participate in the planning,” she advised.

For people who do not have dementia, lifeline services are available. These are lockets or bracelets that are worn and can be used to summon help in an emergency. There is also a nationwide Safe Return program, which is an identification program for people with Alzheimer’s and other cognitive disorders.

Other resources include the Area Agency on Aging, the Alzheimer’s Association, chronic disease associations, local town social service offices and municipal agents, Meals on Wheels, and the senior centers. There are also state funds of up to $3,500 for caregivers who need respite services.

Home Instead Senior Care is located at 19 Stony Hill Road in Bethel. For more information call 778-9479.