![]() ![]() "You have to have a staff that's trained to work with seniors and help them become comfortable with the choices you offer," says Andrea Cohen (below), 48, co-founder and CEO of HouseWorks in Newton, Massachusetts. ![]() The biggest obstacles to breaking into nonmedical home care are often the seniors themselves, who are reluctant to acknowledge their needs. "You help people perform the simple functions of daily living and don't let them get so run down that they wind up in assisted living or the emergency room." "We call this 'pre-assisted living,'" says Val Halamandaris, president of the National Association for Home Care & Hospice in Washington, DC. Many older people want to remain in their family home as long as they can, so savvy entrepreneurs are rushing in to provide a range of nonmedical home care services that help them age in place. By 2030, the figure will jump to 19.6 percent. According to the Census Bureau, 13 percent of the population will be over the age of 65 by 2010. ![]()
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