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Published April 18, 2022

According to experts, more than 7 million Americans aged 65 and older had dementia in 2020. If current demographic and health trends continue, that figure is expected to climb to 9 million by 2030.

Sheri Fairman of Green Bay wants to support families in the midst of that struggle. For her, it has been both a career focus and personal experience that has resulted in the launch of a new business, Dementia Care Solutions (www.dementiacaresolutions.org).

“I have a passion for this disease and the quality of life not only for the patient but also the caregiver,” Fairman said. “I am empathetic and understanding; I come from a role of caregiving. I created a program for my mother and learned from that myself.”

Although she was able to have a positive impact in her career as a dementia care specialist at the Aging & Disability Resource Center in Green Bay and in her volunteer work as president of the Brown County Dementia Friendly Community Coalition, Fairman felt she could do more. It was during the pandemic that she began to seriously consider a startup business.

“I had thought about doing this, and when the pandemic hit, it led to a hyper-focus on dementia care," she said. "I wanted to do something beyond what I could do in my present career.”

That led to enhanced training in the Teepa Snow “Positive Approach to Care” program where she earned additional certifications. Fairman embraced Snow’s philosophy to help everyone understand dementia, why it’s happening, and how to support those living with brain change in a more positive and respectful way.

From her experience with her mom, Fairman said the diagnosis can leave families with unanswered questions. Instead of leaving a doctor’s office with answers, they often walk out with a folder because medical options are limited unless a treatable condition is identified. There is also a stigma that many will face.

She noted: “Families may try to keep the diagnosis secret to protect dignity. It could be the way people look at a person with dementia because when it comes to the disease, we can’t see the decline. We can’t see the brain shrinking.”

With a determination to provide respect to patients and offer better ways of managing dementia, Fairman contacted a friend who had started a speech therapy practice and she recommended the Green Bay SCORE chapter. After contacting the chapter, she was assigned to mentor Gary Lewins, who provided advice on the next steps.

“I got my federal identification number, set up a bank account, formed an LLC, and obtained a new phone number and business address — all of the things you don’t think about,” Fairman said. “SCORE was amazing.”

She also selected a name that left no confusion as to what the mission of the business is. A logo was created (her husband, owner of Frame Makers in Green Bay, designed it), and then it was on to making a website, social media pages, and a brochure. Now, the marketing will begin.

“My business model is to be a consulting agency that offers coaching, mentoring, training, workshops, and case management for family and friend care partners or professionals," Fairman said. "I’m unique in that my specialty and expertise are not something you will find just anywhere. It is very specialized and specific to the disease and the caretaker’s role in that disease.”

She has created an outreach plan to get the message out. That means extensive networking and reaching out to individual agencies and contacts that she has developed relationships with within her previous job, but will not be a conflict of interest related to that employment. Her list includes agencies that could potentially make referrals.

For the business, Fairman says she visualizes a number of roles. These include workshops, both sponsored and open invitations, and working with caregivers to help people with dementia stay in their homes.

“My niche is that I have a toolbox of different approaches to provide care,” she said.  “Part of that education is how to navigate the day. Suppose the person refuses to take a shower or won’t eat, I have communication strategies that are as unique as the person.”

She offers a free 30-minute consultation where caregivers share their experiences and she shares what her role will be. After that, there is an initial assessment and information-gathering and a plan is put in place that she says is flexible and person-centered.

Fairman added: “It is about being aware of what each patient is saying. Understand what is happening with that person’s body, and peel back the layers. Investigate what’s causing this symptom. If there are things that can be fixed, what can we do to meet the need?”

Because much of her focus will be on individuals, her greatest challenge will be identifying the caregivers who are out there and don’t know where to go for help. She knows it will require a lot of avenues, including everything from church bulletins to a large presence on social media to magazines specifically for senior citizens. But once she is established, she looks forward to the rewards.

“The best reward is having care partners say things like, ‘That was a lifesaver.’ It is the feeling of being able to improve the quality of life for caregivers and patients,” Fairman said.