*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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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

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Anita Kremer: Providing alternatives for seniors.

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