The business of caring

Unlike the scores of other business opportunities that Jeff Lex considered trading his pharmaceutical sales career for, he never thought twice about entering the caregiving profession. The venture appealed to him personally, as well as professionally.

"I wanted something that was about making a difference, rather than just making numbers," said the franchise owner of ComForcare Senior Services of Brookfield, which provides professional personal care and companionship services for clients in independent-living facilities or in their own homes.

"When this opportunity came up, I immediately thought of my grandmother."

In 2004, Lex's grandmother, Sylvia, passed away. Her final years left a lasting impression on her grandson.

"Nursing homes have their place, but toward the end of my grandmother's life, she didn't want to be in one, so it was very depressing for her and my family," he said. "I wish my grandmother had been able to benefit from ComForcare's in-home services, but at least I can help other people experience them."

Available to residents in Milwaukee, Waukesha and southern Ozaukee counties, ComForcare's staff of certified nursing assistants administers up to around-the-clock, non-medical services, such as meal preparation, safety supervision and hygiene care for clients ranging from senior citizens to new mothers and individuals with disabilities.

Lex inherited four clients when he bought the franchise in late 2009, and that number has since swelled to more than 30. He attributes the rapid growth to regular face-to-face meetings with prospective clients, networking within the caregiver industry and the skill of his nursing staff.

"The nurses who are assigned to each case do a great job performing initial assessments, like making sure a senior citizen's shower is safe and collaborating with families to develop practical care plans," Lex said. "They're also very diligent in overseeing our CNAs to ensure that those plans are followed.

"Our staff - and the recent discount prescription drug program that ComForcare implemented - has made this business very personally rewarding for me."

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JUST THE FACTS

BUSINESS: ComForcare Senior Services of Brookfield

ADDRESS: 200 S. Executive Drive

PHONE: (414) 282-8606

ONLINE: NMilwaukee.ComForcare.com

OWNER: Jeff Lex

PEARLS OF WISDOM: "People don't care how much you know until they know how much you care." - Dale Carnegie