Wednesday, May 2, 2001

Home Instead enters local eldercare market

While a variety of options have long been available for the elderly when they must leave home, one local company is now focusing on helping seniors stay in their homes.

Home Instead Senior Care, locally co-owned by Iggy Gomes, has been helping seniors bridge the gap between independent living and confined care on the south side of Atlanta for more than two years. The company, whose local office is part of a 300-unit national franchise, hires employees called CAREGivers who provide more than 70 different nonmedical in-home services such as companionship and social interaction, meal preparation, light housework, errands and shopping.

"One of the best indicators of demand for nonmedical care is the national and international growth of Home Instead Senior Care," said Peggy Monkus, client care representative in Fayetteville. "Last year our national revenues increased by 65 percent, and Success and Entrepreneur magazines named us the leading nonmedical eldercare franchise in the country. Last year, Home Instead Senior Care expanded into Japan and the concept is expected to be introduced in Canada this spring."

The aging of America is creating a dramatic marketplace need for Home Instead Senior Care's services. A study released late last year by the National Family Caregivers Association and CareThere.com, a Web site supporting family caregivers, reports that 54 million adults in the United States provided care for an elderly, disabled or chronically ill relative or friend in the past year.

In addition, an estimated 14.4 million workers are balancing both caregiving and job responsibilities, according to MetLife. And, according to AARP and the National Alliance for Caregiving, 41 percent of U.S. family caregivers also are caring for children under the age of 18. A Workforce study reveals that within five years, 37 percent of U.S. workers will be more concerned about caring for an elderly relative than for a child.

"These statistics have serious ramifications for family caregivers. Home Instead Senior Care is equally as serious about dealing with the dilemma of finding eldercare help," Monkus said. "Home Instead CAREGivers are bonded, insured and have successfully completed background checks. They're also well-trained. Every CAREGiver participates in a 24-month, nonmedical eldercare training program."

The curriculum includes knowledge and insights about assisting the elderly with communication, daily activities, nutritious recipes, exercise and even recognizing and coping with depression a condition that exists among 60 percent of America's elderly.

"Home Instead is one of the newer eldercare options in this area and, because it's nonmedical, it's also one of the most affordable options for baby boomers and other in the area faced with the serious problem of bridging the gap between independent living and confined, institutional care," said Monkus.

"One of the most frightening prospects for the elderly is leaving their homes and everything that is familiar. Home Instead Senior Care has taken some of the fear out of growing older by helping America's elderly remain in their homes as long as possible," said Gomes. "Our CAREGivers make that happen."

Home Instead Senior Care is located at 110 Habersham Drive in Fayetteville. Call the company at 770-461-1290 or visit the company's Web site at www.homeinstead.com.