How families decide which care facility to trust — before they’re ready to place
“It addressed the biggest issue I experienced — overwhelm and not knowing where to turn.”
That’s how one Alzheimer’s caregiver described the guidance that helped her most — before she ever contacted a care facility.
Over the past month, we surveyed 515 Alzheimer’s caregivers across the United States to understand what actually influences trust, reassurance, and decision-making during the months that precede a placement decision.
What they told us was consistent — and highly relevant for care centers.
What 515 Alzheimer’s caregivers told us
From the survey results:
83% said receiving supportive Alzheimer’s guidance increased their trust in the organization providing it
93% said that guidance moved them closer to contacting that organization
91% said they want ongoing guidance during the journey (61% weekly, 30% fortnightly/monthly)
88% found the guidance helpful or neutral, with virtually no negative reaction
This wasn’t about marketing claims, amenities, or pricing.
It was about clarity, reassurance, and knowing where to turn during an overwhelming time.
What this means for care facilities
Families don’t make placement decisions in a straight line.
They move through weeks or months of uncertainty — noticing changes, coping with crises, searching for answers, and trying to understand what comes next.
By the time they reach out to a facility, they’re often not “shopping” in the traditional sense.
They’re choosing the organization that already feels familiar, trustworthy, and understanding.
In other words, trust forms before the placement conversation.
Why quality care often goes unrecognised
Most care centers invest heavily in:
trained staff
person-centred care
thoughtful environments
evidence-based programs
But families often don’t know what to look for — or what questions to ask — early in their journey.
Without guidance, they can’t easily distinguish between quality and surface-level promises.
Education comes first.
Appreciation of quality follows.
The role of guidance in admissions decisions
Supportive Alzheimer’s guidance isn’t marketing.It helps families:understand what’s happeningreduce overwhelmmake sense of care optionsfeel supported rather than sold to
Facilities that provide this guidance early become the trusted reference point when families are finally ready to talk about care.
A simple way to establish early trust
We license a research-validated Alzheimer’s guidance system to one care facility per county.
The purpose is simple:
to help families associate clear, supportive Alzheimer’s guidance with your facility — long before placement is discussed.
At a high level, the program includes:
A comprehensive Alzheimer’s guide, written in plain language for families and rebranded with your facility’s details
Weekly newsletter content you send under your own brand, supporting families throughout their decision journey
Ongoing updates, so the guidance stays current without requiring staff time to create content
Everything is designed to be light to implement and easy for families to engage with.
How facilities typically use it
Care centers commonly use the content to:
Share with families before tours or assessments
Follow up with families who aren’t ready yet
Support admissions conversations with context and education
Strengthen relationships with referral partners
There’s no complex setup and no requirement for additional staff resources.
Structure and availability
Founder partner rate
$997 per month (or $10,000 annually)
Standard rate (future)
$1,497 per month
Availability
One care facility per county
Founder pricing is locked permanently.
A simple confidence extension
If, after 90 days, you’re not satisfied, we extend your licence for an additional two months at no cost.
No promises of occupancy levels.
No guarantees of enquiry volume.
Just time to assess whether this approach fits your facility.
Next steps
No obligation — simply a way to explore whether this makes sense for your facility.
About the founder
I’m Harvey Zemmel.
I’ve spent 30 years owning and operating dementia care facilities, working directly with thousands of families through every stage of the Alzheimer’s journey.
I created this program after repeatedly seeing the same pattern:
families choose the organization that helps them make sense of what’s happening — early.
Families in your county are already searching for answers.
The question is which facility they’ll come to trust first.
