Brand Blueprint

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Name

The Overwhelmed Adult Daughter

Type

B2C

Geography

Regional

Which region

Montgomery County

Industry

Healthcare

Age

45-54

Gender

Mixed

Income

HNW

Interests

Aging parents, dementia care, aging-in-place, elder-law planning

Location / Market

Montgomery County, MD (+4 MD counties)

Psychographics

Current Problem

What they say

We tried an agency and got a different aide every week — no one knew my mom.

What they think

I'm failing my parent. I don't have time for this, and I don't trust anyone to do it right.

What they mean

Aging parent can no longer live alone safely; big-box agencies cycle caregivers at 80% turnover and assisted living isn't home.

Desired Outcome

What they say

The same caregivers have been with us for years — they're family now.

What they think

I just want to know my parent is safe and cared for by people who actually know them.

What they mean

Parent safe at home with hand-matched caregivers, NP oversight from first call to final days; family sleeps at night.

Failure

Short Term

A revolving door of aides; a 2am crisis with no one to call.

Long Term

Premature facility placement; parent declines fast, family carries the guilt.

Anti-Role Model

I don't want to be the child who put mom in a facility she hated.

Success

Short Term

Same caregivers, crisis response on demand, insurance navigated.

Long Term

Parent ages at home with dignity for years; family gets their life back.

Role Model

I want to be the family that kept mom home, safe and known, to the end.

Voice

WHOTargeting Script

The Overwhelmed Adult Daughter — Aging parent can no longer live alone safely; big-box agencies cycle caregivers at 80% turnover and assisted living isn't home. → Parent safe at home with hand-matched caregivers, NP oversight from first call to final days; family sleeps at night.

Enemy

The staffing-company model — big-box agencies that send whoever's available, with 80% caregiver turnover and no clinical oversight.

Origin

Founded by Andrea Kohn, CRNP after watching families get failed by revolving-door agencies — she built the NP-led care partner she wished existed.

Authority

1,000+ families served since 2004 · 20+ years · near 100% client retention · 30+ five-star reviews · NP-founded by Andrea Kohn, CRNP · Referred by Certified Financial Planners, attorneys, geriatricians.

The Advantage

Big-Box Agencies

•

No oversight

•

High turnover

MCM Private Care

•

Family-owned since 2004

•

Near-100% retention

•

NP clinical oversight

•

Care at home

Assisted Living

•

Not home

•

Institutional

Hiring Independently

•

No backup

•

No clinical

Voice

WHYPositioning Script

When a family's situation is more than a typical agency can handle — the hardest dementia cases, round-the-clock needs, the ones everyone else turned down — only MCM can take it: NP-led oversight from Andrea Kohn, CRNP, and hand-matched caregivers who become family. Family-owned in Montgomery County since 2004 — 1,000+ families, near-100% retention. They take the cases nobody else will and keep people safely at home.

Before

Problem

Aging parent can no longer live alone safely; big-box agencies cycle caregivers at 80% turnover and assisted living isn't home.

Bottlenecks

Finding caregivers families can trust · navigating LTC insurance claims · coordinating with doctors · managing medications · crises at odd hours · complex behaviors (agitated dementia, refusal of care).

Failure

I don't want to be the child who put mom in a facility she hated. · A revolving door of aides; a 2am crisis with no one to call. · Premature facility placement; parent declines fast, family carries the guilt.

Failure Stories

After

Outcome

Parent safe at home with hand-matched caregivers, NP oversight from first call to final days; family sleeps at night.

Breakthroughs

Same caregivers retained for years. Crisis response on demand. Insurance navigated. Dignity preserved.

Success

I want to be the family that kept mom home, safe and known, to the end. · Same caregivers, crisis response on demand, insurance navigated. · Parent ages at home with dignity for years; family gets their life back.

Success Stories

The Bridge

Methodology

Call → Private Care Consultation (free) → NP/RN In-Home Assessment → Custom Care Plan → Hand-Matched Caregiver begins within 24–72 hrs → Ongoing NP oversight + 7/30/90-day check-ins

Timeline

3

Days

Voice

WHATTransformation Script

From: stress, uncertainty, guilt, sleepless nights, revolving-door aides, no one to call in a crisis. To: peace of mind, a hand-picked care team that becomes family, NP-led oversight from first call to final days. Care begins within 24–72 hours.

Name

The Private Care Partnership

Linked Persona

Promise

Model

DFY

From Aging parent can no longer live alone safely; big-box agencies cycle caregivers at 80% turnover and assisted living isn't home. to Parent safe at home with hand-matched caregivers, NP oversight from first call to final days; family sleeps at night. in 3 Days with Call → Private Care Consultation (free) → NP/RN In-Home Assessment → Custom Care Plan → Hand-Matched Caregiver begins within 24–72 hrs → Ongoing NP oversight + 7/30/90-day check-ins without Home care is too expensive, We tried an agency, it didn't work

Transformation (overrides the line above)

Family in crisis → parent safe at home with NP-led clinical oversight.

Disqualifiers

•

Needs a facility, not in-home

•

Outside our 5 MD counties

•

Medicaid-only budget

Qualifiers

•

Proof

Objections

What they say

Home care is too expensive

What they mean

I don't see the value vs. the cost of a crisis

Answered by

What they say

We tried an agency, it didn't work

What they mean

I don't believe anyone will actually know my parent

Answered by

Stories

1,000+ families served since 2004, near-100% retention

9-year MCM family — dementia, both parents

Roadmap

Bottlenecks

•

No one to trust with a parent

•

Insurance / LTC claims maze

•

2am crises with no backup

Phases

Consultation

Assessment

Care begins

Ongoing oversight

Obstacles

Deliverables

Free Private Care Consultation

Consultation

NP / RN in-home assessment

Assessment

Custom care plan

Assessment

Hand-matched caregiver placed

Care begins

Event Milestones

Care plan approved

Assessment

Caregiver placed (24–72 hrs)

Care begins

First 7-day check-in

Ongoing oversight

Metric Milestones

Investment

Price

$35–$43 / hr

Flexible Part-Time (4–20+ hrs/wk) · Dedicated Full-Time (40+ hrs/wk)

Schedule

Monthly

Initial effort

One consultation + a 15-min intake form.

Ongoing effort

None — we run care; you get updates.

Guarantee

Type

Guarantee

Care Quality Guarantee — if a caregiver isn't the right fit we rematch at no additional cost, no time limit, no questions asked.

Terms

Hourly, billed via AxisCare. Cancel anytime.

Urgency

Loss — Cost of Inaction

Qualitative

Revolving-door aides, a 2am crisis with no one to call, premature facility placement.

Quantitative

Avoidable ER visit $3,000–$5,000; premature facility placement $8,000–$12,000/mo.

Per year ($)

Gain — Return on Investment

Qualitative

Parent stays home with dignity; you get your life back.

Quantitative

Reclaim 20–40 hrs/week; prevented readmission saves ~$15,200.

Estimated Value

Estimated ROI

Value stack — Label | amount

Days to live / to results

Scarcity

Capacity

Montgomery, Anne Arundel, Prince George's, Frederick & Howard counties, MD.

—

Deadline

Guarantee

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