*Health
WAREHOUSE SALE
The Age
Of Referral
Anita Kremer offers a
helping hand to
providers and consumers
of long-term
nursing care.
LISA GAYLE
Special to The Jewish News
IV
SATURDAY, MARCH 14, 9 am- 9 pm °A a r "
SUNDAY, MARCH 15, 10 am- 6 pm
information on organizations and
facilities for the aged.
"The guide is a place to get start-
ed," said Kremer, who receives letters,
phone calls and e-mail messages from
seniors and caregivers who are desper-
ate to find housing and services. She
refers them to appropriate agencies
that have expertise on aging but no
advertising budgets.
Kremer's Southfield-based
Residential Marketing Concepts Inc.,
now publishes Senior Living
Alternatives in five Midwestern states.
Nationally, Kremer has only one
major competitor, who once tried to
buy her out. She refused.
"I used to think I'd never go into
another market, but you never know,"
she said.
In 1996, Kremer was visiting a
friend who subscribed to America
Online. She knew little about the
Internet, but was curious. She asked
him to pull up nursing homes. The
only listing was her competitor's home
page, which. he used to sell his books.
The potential of the Internet both
for selling her products and advertis-
ing space struck her.
Two years later, Kremer's Web site
has 2,000 listings covering every
licensed nursing home in every state.
Those who advertise receive the equiv-
alent of a Web page. For others, basic
information is mentioned.
Kremer's career has been wide-rang-
ing. After graduating from high school
in Queens, N.Y., she worked for a lug-
gage company in the Empire State
Building. When her family relocated
to Philadelphia, she worked for a large
interior design center, serving clients
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1-888-VERY-FIT
23966 Freeway Park Dr. in Farmington Hills (1-888-837-9348)
(South of Ten Mile, between Haggerty & Halsted)
FROM THE SOUTH -
-275 North to Grand River ExiL
Turn Right on Grand River.
Stay on 10 Mile.
Look for the Holiday Inn.
Left on Industrial Dr.
Left onto Freeway Park Dr.
FROM THE WEST -
Take 1-96 East past 1-275 South.
Right on Grand River Exit
to Grand River. Stay on 10 Mile.
Look for the Holiday Inn.
Lett on Industrial Dr.
Left onto Freeway Park Dr.
FROM THE EAST -
Take 1-96 West to 1.275 South. Right on
1s1 Grand River ExiLThen Right again
on Next Grand River Exit. Turn Right
on Grand River, stay on 10 Mile Look
for the Holiday Inn. Left on Industrial Dr.,
Lett onto Freeway Park Dr.
AME RICAN
VEXERC1SE
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THE FITNESS EQUIPMENT EXPERTS"
DANIEL S. LAZAR, DPM
SPECIALIZING IN
Corns and Callouses • Hammertoes • Bunions
• Heel Pain • Fungus Nails • Diabetic Foot —
Care • Ingrown Nails • Orthotics
Photo by Krista Husa
hile some people plan
their careers like generals
before battle, Anita
Kremer finds opportuni-
ty in happenstance.
After many years working in indus-
(--' trial and residential real estate, Kremer
was contacted by an old employer
who had just acquired a string of nurs-
ing homes in Michigan. He wanted
her to help renovate and market the
homes.
"The Shoppers' Guide is a key
resource for apartment marketing, so I
decided to try the same thing for nurs-
ing homes," said Kremer, 48.
She did a lot of market research
and knew she had a niche. Nursing
homes had no way to reach their tar-
get audience. The elderly and their
caregivers were making decisions
under duress, with too little informa-
tion about a growing number of
options.
In 1991, Kremer began to publish
the Guide to Senior Living Alternatives.
The semi-annual publication com-
pares services, prices and rates at nurs-
ing and retirement homes. It includes
financial information and contact
2 DAYS N LY !
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• .,...
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.
TWO LOCATIONS TO SERVE YOU:
6330 Orchard Lake Rd., Suite 130
15300 W. Nine Mile Rd.
(Located In Atrium Medical/Dental Bldg.)
(2 Blocks East of Greenfield)
West Bloomfield • (248) 932-4343
Oak Park • (248) 967-FOOT
MAKE YOU HOME A HANDICA P
FRIENDLY ENVIRONMENT WITH
•:?‘i•
• BATHROOM MODIFICATIONS
• GRAB BARS & ACCESSORIES
Anita Kremer: Providing alternatives for seniors.
The above pictured ramp is portable and may be
disassembled. We provide custom installation and
adjust the incline to agency recommendations.
• DOOR WAYS • RAMPS
• WE CAN DO SIMPLE MODIFICATIONS
TO YOUR HOME TO MAKE LIFEEASIER I
Authorized D.M.E. Supplier For
American Cancer Society of S.E. Michigan
FREE in Home Estimates
Licensed Contractors • Fully Insured and Licensed
&.
'.'‘.*
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k
" ! 3/13
g 1998
Toll Free (888) 337-1122
.: .::ZIasi:ZZ.,:041AtZitaValt&V‘ii=
105