A Year Navigating the Los Angeles Caregiving Maze

A little over a year ago, I opened up a business that would provide trained and licensed caregivers to take care of elderly adults in their homes throughout Los Angeles county. I had never worked in this industry before - the extent of my experience working with seniors being primarily limited to occasional discussions with members of the Silver Lake Seniors group while I served as co-chair on the Silver Lake Neighborhood Council - but nevertheless in January of 2008 I registered Right at Home in Glendale as a business with the California Secretary of State.

But it seemed like something I would like to do and certainly the need existed. Besides, after 10 years working in sales and marketing in television, the prospect of both working for myself as well as working outside the entertainment industry was beyond appealing.

Over the course of the past 12+ months, I've learned an immense amount regarding caring for seniors and disabled adults as well as the sometimes bizarre world that is senior care in Los Angeles. The lack of regulation, the lack of efficacy and at times the shocking lack of judgement shown not just by homecare agencies operating under the table and relatives of patients who would just rather their mom or dad go away, but of hospital nurses, assisted living facilities, hospice companies and more.

Please don't misunderstand me. I'm not indicting the entire industry by any means. Still, if you walked the past year in my shoes and witnessed some of the things I have, your already skeptical view of the medical industry wouldn't likely decrease.

Still, today marked a day as to why this industry not only does employ many a fine person, but also gave me some indication that my company is beginning to form leaves on the branches we've so tirelessly attempted to grow.

After dropping off some brochures at Good Samaritan Hospital, I met with William Hwang, the President of Advantage Home Health. I stopped by without notice and he was kind of enough to sit down with me and discuss our services and how we could work together. Cold calling is tough and not always pleasant and sometimes the reaction you receive will do anything but warm your heart. So to have William take the time to speak with me - and with a smile to boot - set the tone for a positive day.

Afterwards, while driving to my next sales stop, I received a call from Bob King, a lawyer specializing in domestic care law out of Orange County. I had contacted Bob after reading an article he'd written in the Riverside County Bar Association journal regarding the "high price" of hiring care "off-the-books" (read illegally). He could not have been more generous with his time as we discussed the vagaries of wages for Live-In care and allowed me permission to use his article in my future presentations.

After another stop, I made my way to St. Vincent's Medical Center for a presentation to their Physical Therapists. I invited two (2) others to join me - Thomas Tilahun from Oceanside Home Health and Michele Lefever from ResponseLink. It was the first time I'd partnered with other companies on a presentation, but something I've wanted to do. I'd had success working with other neighborhood councils during my public service days as well as partnering with other companies in my television career and didn't see why more of this couldn't be done among those serving various parts of the homecare industry.

While Physical Therapists are not necessarily the first folks I look to market to at hospitals. That honor - or burden depending on how you look at it - goes to Social Workers, Case Managers and Discharge Planners. However, PT's can also be of help and I was thrilled to work with Dee Gilmore at St. Vincent's in setting this up. It was a nice group of folks who listened politely to all three of us, while devouring the pizza, soda (Pepsi, Diet Pepsi and, that's right, Sierra Mist too) and cinnamon sticks we bought for them from Pizza Hut (it was supposed to be cheese sticks, but they were out of cheese sticks, so they could give me 2 more pizza's, but I didn't need 2 more pizza's, well then what about cinnamon sticks, what's a cinnamon stick, it's like a cheese stick but with cinnamon-it will only takes us a few minutes to make them, why not put cheese on them instead of cinnamon, I make you cinnamon sticks). Thomas is a great guy and while I just met Michele and didn't want to overextend my relationship with her as I do work with another emergency response company, it seemed like we would work well together. All in all, it was a successful trip.

Finally, as I made my way back to the office, I received a call from a woman looking for a caregiver in Canoga Park. After a discussion that, if we were in a scene from Enchanted April could be described as nothing less than "delightful", we set up a meeting for this Thursday.

The highs and lows of running your own business can be extreme - and it doesn't help that I'm not always the most even-keeled person in the world despite what my outside demeanor may appear. Still today, I very much look back at it being a culmination of a year's worth of incredibly hard work and a steep learning curve. Not one thing I accomplished today could I have done a year or likely even 6 months ago. And for that, I am grateful. Plus, its inspired me enough to start this blog which I've been ruminating about since the day I opened.

So while most my posts will be about my clients, or the struggles of both owning your own business as well as the specific issues regarding homecare in Los Angeles, I figured a review of my day as microcosm of our companies growth over the course of a year would be a good place to start.

And with that, I've just received a text message that 2 of my caregivers scheduled for an overnight shift beginning at 11pm are both late. Time to stop the blog and get back to work.