Adult children (45–65, often working professionals) in Montgomery County MD navigating complex elder care for an aging parent — dementia, post-hospital recovery, aging in place, end-of-life — who want a care partner, not a staffing agency.
Surface: "I need quality in-home care for my parent.
Parent safe at home with hand-matched caregivers who become family.
Loved one ends up with generic, impersonal care.
Same caregivers retained for years.
How MCM Works
Steve picks up. A free, no-pressure conversation about what your family needs.
Free consult to understand the situation and whether MCM is the right fit.
A nurse builds a Foundations-of-Wellness plan around how your parent wants to live.
A plan matched to the person, not just the tasks — reviewed by an NP.
The right caregiver, often within 24–72 hours. Same team, year after year.
7 / 30 / 90-day check-ins. Clinical oversight at every level, for as long as you're family.
Primary Wordmark
Navy on light
Reversed Wordmark
Light on dark
Logo Mark
Square / icon
Navy
#1B2A4A
Gold
#C4963C
Sage
#7A9E7E
Cream
#FAF8F5
Warm Sand
#F2EBDF
Charcoal
#2D2D2D
Inter
The single typeface across the brand — headings and body.
Bold · 700
Get Mom & Dad the care they deserve.
Semibold · 600
Trusted by 1,000+ families since 2004.
Regular · 400
Concierge home care in Montgomery County, Maryland — owned and operated by a husband, wife & team.
Content Kit
The real exported files, shown exactly where they land in production — profile, highlights, story, reel, lead magnet.
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mcmprivatecareCloses on the gold pill — “Comment or DM ‘CARE’ to Talk to a Care Expert.” Drives DM capture into the CRM.
mcmprivatecareCaptions carry the story, closing on the gold MCMPRIVATECARE.COM lockup. Used for nurture and brand-story placements.
Navy gradient cover for every guide and checklist. Icon and title swap by URL — the design never drifts.
Open live template ↗Social Profiles
Locked bio, headline and handle for each platform, shown in the profile frame they ship into.
Approved content formats for this brand. Reuse these generators as-is. Each preview is real generator output.
Client Stories
Montgomery County clients, in their own words.
Production style — built for paid + organic with the call-to-action.
Agency cut — full-bleed with karaoke captions, signed off by SK.
Agency cut — full-bleed with karaoke captions, signed off by SK.
Request → capture → release → publish loop for client-filmed clips · no content yet
Lead Generation Flow
Resources
What to line up before a parent comes home with new meds.
Download Now →
Primary Hooks
Art Direction · bespoke shoot
Close-up shot of Andrea Kohn, CRNP at a kitchen table with a senior client and their adult daughter, all three looking at a printed care plan. Warm natural window light. Real MCM team, no stock imagery.
Creative = the lead-magnet landing render · same asset runs as paid ad + organic post
Hi, it's Andrea Kohn, founder of MCM Private Care.
I want to tell you the story about why I started MCM.
If you prefer to watch instead of read, here's the YouTube video: Our Why
I'm a nurse practitioner. I started MCM in 2004, but the real reason goes back further.
When my own mother needed care, she asked me for one thing. She wanted to stay in her home until the end. No facility. No being moved somewhere unfamiliar. Just her home, her people, her favorite meals.
I made that happen for her.
She lived her final season surrounded by family, cared for with dignity, in the place she loved. No regrets. That promise is the whole reason MCM is here.
For more than twenty years, I've watched what the big agencies do to families in Montgomery County. Caregivers who change every week. No medical judgment behind the care. Families treated like a case number in the hardest moment of their lives.
I built MCM to be the opposite of that.
We are a family business, built for families. My husband Steve runs it alongside me, and our son helps families like yours find us. Nurse practitioner founded, nurse practitioner led, with real medical oversight standing behind every plan of care.
The goals I hold for every family are the same ones I held for my own mother. Safety, comfort, dignity, peace of mind, and quality of life.
You already took a first step by downloading the A Foundations of Wellness Plan. I hope it's useful to you tonight.
With a grateful heart,
Andrea
P.S. If you want to talk with a Care Expert in order to get clarity and confidence on the best next steps for your loved one, the first step is to talk with my husband, Steve, our COO and Senior Care Coordinator. Whether you're planning ahead or need urgent help, you can get started here.
Five resources for Montgomery County families navigating a hard moment. Each one ends with the same quiet door: a 20-minute phone call with Steve.
Promise: A 12-page guide to building a care plan that protects your loved one and your family's peace of mind, written by Andrea Kohn, RN, CRNP after 22 years and 1,000+ families.
For families who: Know something needs to change but cannot picture what "good care" actually looks like at home.
Inside:
CTA: Download The Wellness Plan → /wellness-plan
Format: PDF download
After reading, most families book the free 20-minute consultation. Steve still answers the first call.
Promise: A 27-point walkthrough Andrea uses on every in-home assessment, adapted so you can do a first pass yourself this weekend.
For families who: Just had a fall, a near-fall, or a hospital discharge and need to make the home safer fast.
Inside:
CTA: Print The Checklist → /safety-checklist
Format: Printable PDF checklist
If three or more items concern you, book a free 20-minute consultation.
Promise: A plain-English guide to LTC insurance, VA Aid and Attendance, and Maryland Medicaid Self-Directed Services, from a family that has helped 1,000+ households fund care.
For families who: Want care but are stuck on the question of how to afford it month after month.
Inside:
CTA: Download The Funding Guide → /pay-for-care
Format: PDF download
Bring your numbers to a free 20-minute consultation. We will walk through them together.
Promise: A behind-the-scenes look at how MCM matches a caregiver to your loved one in 24 to 72 hours, and why our retention is near 100%.
For families who: Have been burned by an agency before and need to trust the next person who walks through the door.
Inside:
CTA: Watch The Walk-Through → /hand-match
Format: 6-minute video walk-through
Ready to meet your match? Book a free 20-minute consultation.
Promise: Ten questions, one personalized care plan outline with hour estimates, oversight level, and likely starting cost.
For families who: Are early in the search and want a private, no-pressure way to see what care could look like.
Inside:
CTA: Start The Quiz → /care-quiz
Format: Interactive quiz, emailed PDF result
Your result includes a link to book a free 20-minute consultation with Steve.
MCM Private Care · Serving Montgomery County, Maryland since 2004 · Andrea Kohn, RN, CRNP · 46 five-star reviews on Google
# AI Agent Config · Morgan (MCM VAPI Assistant)
## Persona
**Name:** Morgan
**Role:** MCM intake + screening assistant
**Voice:** Warm · professional · concise · NOT chatty
## Job
- Answer the phone when humans are unavailable (after hunt group misses)
- Capture caller's situation in 60-90 seconds
- Confirm fit (Maryland · Montgomery County or surrounding · needs in-home elder care)
- Offer 2 next steps: book virtual consult OR have Steve call back
- Send transcript + summary to Steve + Andrea via email + SMS
## What Morgan CAN Do
- Take down name · phone · loved one's name · primary concern · urgency
- Book a virtual consultation via Calendly
- Schedule a callback (within 24 hours)
- Answer questions about Care Quality Guarantee · pricing model · service area
- Escalate to Steve mobile if caller says "emergency" or "crisis"
## What Morgan CANNOT Do
- Give medical advice
- Quote specific pricing (only "custom pricing, from 6 hours per week")
- Promise specific outcomes
- Discuss anything outside MCM service scope (no live-in · no PDN · no facility · no DC/VA)
## Hard Rules (from Steve POC voice rules)
- Professional + kind tone (NOT folksy)
- Geo: Maryland · Montgomery County · surrounding communities ONLY
- No "clinical" (use medical · NP-led · expert · professional)
- If caller is outside service area → politely refer to alternative resources · capture details for future
## Tech Stack
- VAPI for voice
- 11Labs for voice synthesis
- Knowledge base: foundation + offer ladder + Care Quality Guarantee terms
- Webhook: caller details → Supabase contacts + Resend email to Steve + Twilio SMS
## Escalation Triggers
- Caller says "emergency" · "crisis" · "right now" · "today"
- Caller is clearly distressed
- Caller requests human ("can I talk to a real person")
→ Transfer to Steve mobile · if no answer · Andrea mobile · if no answer · book callback
## Performance Baseline
- Target: 80%+ of after-hours calls handled without dropping
- Target: 50%+ result in booked virtual consult OR callback
- Target: Zero misrouted (caller in wrong service area should NOT book)
Sales Funnel Flow
A free call with Steve — listen first, then say what we'd do if it were our own parent.
Prospects pre-qualify and book the in-home assessment — bot-hardened Cal.com.
Booked → welcomed → prep steps, so the assessment starts on the front foot.
So we help families in Montgomery County and surrounding communities go from [mirror back their problem, in their words] to [mirror back their desired outcome, in their words] without [mirror back their primary objection, in their words] with our private home care service.
This is done in three steps over the next few days.
A common mistake families make is hiring a caregiver before anyone clinical has assessed the situation. So our first step is a free in-home assessment by one of our registered nurses, personally trained by my wife Andrea who is a nurse practitioner. After this step you'll have a comprehensive Plan of Care written specifically for [parent's name], yours whether you hire us or not.
Our second step is hand-matching a caregiver (or team of caregivers) to your family based on the plan, your folks' personality, and what you told me today. We can typically find you a match quickly, sometimes as fast as 24 hours (or less) depending on urgency, up to a few days. No promises on speed, but we move fast and have staffed jobs within only a couple of hours in the past.
Our third step is ongoing oversight. Our Nurse Practitioner and her team of RNs stay on the plan, and you get my cell phone for whenever you need it. It's rare, but if a caregiver isn't a perfect fit, we replace them.
To maximize success, you give us honest feedback in the first two weeks so we can adjust the match if needed.
Rates start at $37 an hour and vary depending on weekday or weekend and the hours involved. Hourly only, no retainer, no contract lock-in. LTC insurance and private pay accepted.
Once you're ready, we book the in-home assessment for this week.
What are your thoughts?
Client Onboarding · Post-signature
You just made one of the most important decisions of this season — and you don't have to carry it alone anymore. Andrea will personally reach out within 24 hours to schedule your in-home NP assessment, and from this moment on, you have a care partner in your corner.
Optional · a 60-second welcome from Andrea
Your confirmation email is on its way with a short intake form (about 15 minutes to complete). The more we know about your loved one before the assessment, the faster we can move.
Andrea Kohn, CRNP — our founder — will personally reach out by phone or text to schedule your in-home NP assessment. No call center. No intake coordinator. Just Andrea.
Andrea will visit your loved one within 7 days (faster for crisis or post-hospital cases) to conduct a full clinical assessment and meet your family.
Within 48 hours of the assessment, you'll receive a custom clinical care plan built specifically for your loved one's needs — dementia, post-hospital recovery, aging-in-place, or end-of-life.
Within 7 days of your care plan approval, your hand-matched caregiver begins — backed by our Care Quality Guarantee and ongoing NP oversight.
Structured intake that opens the care plan · no content yet
Post-onboarding client hub — care plan, visit notes, direct NP line · in build
Qualified leads arrive without manual prospecting.
Leads convert to booked + paid without manual chasing.
Acquisition and retention run unattended, every day.
The referral ask, the gift, and the tracking loop · no content yet
Check-in cadence, save plays, and the renewal path · no content yet
“Hi — my mom keeps wandering at night and I don't know who to call. Do you help with dementia?”
“Hi Shirley — thank you for reaching out about your mom. We help Montgomery County families in exactly this spot every week. I can have a Care Expert call you today to talk through what she needs and how we'd support her at home. Is now or this afternoon better?”
“Thanks for downloading the Discharge Checklist — did it help you map out his first week home?”
“Dad's being discharged next week with 6 new meds and a walker. What does this cost?”
“Hi Robert — sounds like your dad's discharge is coming up fast. We can put an RN-supervised plan in place before he's home so the meds and the walker aren't on you alone. Want me to walk you through how that works and what it runs?”
“So glad Margi connected us — Andrea specializes in exactly these cases. Can we get an assessment on the books?”
“The memory-care facility said they can't manage her anymore. Margi told me to call you.”
“Hi Denise — wonderful, we've got the in-home assessment on the calendar. Andrea's RN will build the Foundations of Wellness plan around how your mom actually wants to live, not just her tasks. I'll send a reminder the day before. Anything you want us to know first?”
Real-Time Alerts
Speed-to-lead, missed calls, hot replies, new bookings — pushed instantly so no lead goes cold.
Tech Stack & Access
