ChoiceCare Offers Options for Live-in Seniors

By Jonathan Farrell

By the year 2030 the population of people over the age of 65 will be about 69.4 million - one out of every six people.

That is a fact not overlooked by Regina Khurin, who began an outreach service called ChoiceCare, Inc. to help seniors care for themselves and remain in their own homes as long as possible.

Working from her office in the Sunset District, the Bay Area native talked about the issues confronting seniors why they are vital to society.

"I feel very strongly about helping seniors," she said. "It is important to give back to them because they gave so much to us."

"When seniors live independently in their own home, their quality of life and longevity increases," Khurin said.
She says the focus of her work is "to help seniors stay in their homes and ease the strain of family members who become primary caregivers." Khurin said an estimated seven million caregivers (mostly women) are working without pay in the home. They struggle to cope with exhaustion and fatigue and a feeling of loneliness because of their situation.

By providing services through ChoiceCare, Inc., Khurin has tried to provide an affordable solution for family members faced with the need for a caregiver in the home. From her years of experience, Khurin has noticed that many elderly of the Depression/World War II era do not like to admit they need help. Among that generation, "people are not accustomed to talking about family needs to outsiders," Khurin said. "They were raised with a very strong sense of frugality and self-reliance."

ChoiceCare, Inc. services are designed for individual seniors or elderly couples who need help with daily activities and non-medical needs. This includes cooking, light housekeeping, errand running and personal care needs, such as grooming, dressing and bathing. With medical needs, such as an in-home nurse, ChoiceCare would be able to help.

"We would most certainly help the person or family as their needs change by providing information and referrals," Khurin said.

Khurin, who is pursuing a Masters Degree in Gerontology at San Francisco State University, understands the importance of advocacy.

"Care for the elderly has become a major concern in society today. It replaces child care as the number one issue for men and women in the work force."

Steve Everhart, founder and CEO of The Seniors Choice Network (of which Khurin is a member), agreed.
"One out of every four households today cares for a senior," Everhart said.

"Already people are spending more time caring or providing care for their elderly parents and grandparents as they do for their own children," Khurin said.

The present number of centenarians (people more than 100 years old) in the United States is about 50,000, the fastest growing segment of the population. The second fastest growing segment is the age group of people 85 and older. For Khurin these statistics are crucial because as the country's population gets older the demand for quality care will continue to grow.

"I am here as a reliable service provider and resource. I want to expand along the Peninsula, bringing ChoiceCare to the Silicon Valley area."

When a family or senior is ready to begin service, Khurin meets (one on one) with the person and their family. She evaluates what is needed and works to match the need with the right help available.

"Entering a family situation from the outside, one can see what is needed a little more clearly," Khurin said. "Families often don't know what is available."

Citing various financial concerns, she says there are alternatives to nursing homes and "families need to know what is available," she said. "What I look for in a person as a care provider is a someone who is patient with elders and who has a big heart. It is very easy to tell early on who is doing this work just for the money."

Khurin says she tries to match caregivers to seniors depending on the needs of a particular senior. If an elderly client needs lifting, a strong person is required. But often the seniorÕs needs are basic. They need companionship and help running errands and preparing meals.

"The people I hire have had an extensive background check, evaluation and thorough screening," she said.

ChoiceCare handles all the administrative related concerns, such as payroll, insurance and taxes.
"It's difficult watching a parent or grandparent decline. When they are no longer the person that was at the center of family life and full of vitality, that is sad," said Khurin.

The anxiety and sadness, which does occur, adds more stress to the situation of caring for the elderly.
Services can be arranged through ChoiceCare for as little as three hours a day or as many as 24 hours. Short-term and long-term assistance is available, seven days a week, including holidays.

For more information, including costs for various services, contact Khurin at (415) 665-2010.