Susan Baida

Susan Baida,’s Co-founder and Chief Marketing Officer, is a certified Geriatric Scholar and former Fortune 500 marketing executive. She brings to the company a wealth of experience in consumer and online marketing. She knows first-hand the challenges of caring for elderly parents and family members with serious illnesses. For 7 years, she cared for her grandmother who suffered from severe rheumatoid arthritis. She also coordinates care for her aging parents. She and her husband, John Mills, cared for his father during his final years with Parkinson’s disease, an experience that led to the founding of Having worked in industries that are responsive to consumer needs, she was shocked to find that healthcare and long-term care systems are not oriented toward the end user. It became her mission to bring fragmented aspects of elder care under one roof and to empower families with practical tools and information.