About Us

If your family needs help exploring senior care options, our expert Advisors are a wonderful source of information with a wealth of experience. Your local Senior Care Authority office, serving Sonoma, Napa, Marin, Solano and Mendocino Counties, is here to help. Should you need assistance outside of this area, we have franchises located throughout the United States and Canada and would be happy to direct you to services in your area.


Marcy is a veteran of the complex and anxiety-riddled process of senior care decisions. Her “bootcamp” was her experience navigating the rough waters of caring for her own mother and father. As she helped manage the care of one parent living with Alzheimer's Disease and the other dealing with multiple physical ailments, it was obvious that her choices in advisors or advocates were scarce.

Marcy studied Healthcare Navigation at Sonoma State University and in 2011 launched her private practice as an Eldercare Consultant. She continues to be to use her experience and training to be an advocate for families and to simplify their decision-making process. Marcy has served hundreds of families over the past decade by providing them with compassion, empathy, and education. Her book, Assisted Living, Questions I Wish I Had Asked has helped families all over the country learn how to think about the transition to residential care.

As a support group facilitator for the Alzheimer’s Association, she is grateful for the opportunity to use her education, facilitation skills, personal experience, and knowledge of available resources to assist people with ongoing family caregiver challenges.

In the moments when she isn’t working with families, Marcy pursues her love of writing, is a certified yoga instructor, studies Ayurvedic medicine, is trying to learn to speak Spanish, and is dedicated to animal rescue. Most importantly, she loves spending time with her husband, two dogs, family, and friends.

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Assisted living consultant Marcy Baskin
Loretta Rotolo headshot

Loretta (Lori) Rotolo

Over the past 30 years, Lori has been fortunate to work in the health and human service field, in supervisory as well as in direct service roles, as a therapist, advocate, and program coordinator.  Her experience includes working with a variety of populations, with diverse needs and abilities: older adults with multiple cognitive and physical disabilities, children with mental health needs, and adults in treatment for alcohol and substance abuse. Her ability to fully engage in the present moment with spontaneity and humor allows her to create a non-judgmental, meaningful connection with people of all ages.

In residential settings, Lori has also worked with seniors with cognitive and physical impairments, as a recreation therapist, using drama therapy and expressive arts to promote social and emotional well-being and engagement, as well as intellectual, sensory and creative stimulation.

In both Michigan and New York, Lori has worked extensively with community health projects and initiatives in both program development and management capacities, with years of experience in community building and interagency collaborative projects that improve the quality of life for individuals and families. She is a registered drama therapist and licensed creative arts therapist in New York.

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Nicole provides administrative support to both the North Bay franchise as well as Senior Care Authority Corporate. If there is an event to organize, a newsletter to design, materials to compile for franchisees or our local clients, Nicole’s efficiency and literacy is a great asset to the teams.

She has focused much of her talent on organizing our annual conference (attended by all Senior Care Authority franchisees) as well as spearheading our local educational events. Our monthly newsletters are compiled and distributed throughout the country by Nicole.

Nicole's work experience reflects a range of talents she brings to bear on her current job. She previously worked in marketing, customer service, database development, bookkeeping and website development, among other areas. She's a graduate of San Francisco State, where she earned a degree in psychology.

In her free time, Nicole likes to travel, read, cook, eat and puzzle. She's determined, over the next few years, to learn Spanish and become more environmentally conscious.


DJ Colbert

For DJ, advocacy is a calling. She became a Board Certified Patient Advocate after graduating from the Healthcare Navigation program at Sonoma State University.

As a result of multiple personal family experiences and seeing other people in facilities without an advocate, DJ became an Ombudsman, (an advocate for anyone living in a care community). When her parents became ill she navigated the choices that had to be made quickly and thoughtfully. As an advocate, coordinator, consultant, and more, DJ has unique qualifications and empathy to support families in a very special way.

DJ’s passion is supporting people and families when life’s circumstances are changing and moving in directions that need and deserve care, kindness, and compassion. Expertise in resourcing solutions, helps to reduce her clients’ fear and create calm during a very difficult time, which is DJ’s primary goal and desire with every client. Her passion has enabled her to support many families over the years and she is here to assist clients of Senior Care Authority.

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Senior Care Authority was founded in 2009 by Frank and Michele Samson of Sonoma, California. They opened a local placement agency and learned everything there was to know about finding the right care situation for an older adult needing help with activities of daily living. They came to the Senior Care space with successful business development skills in their past as well as personal family experience finding care solutions. The business took off, primarily due to their diligence, compassion, and commitment to helping families.

​In 2014, the model was franchised and Senior Care Authority is now a national company with offices throughout the US and Canada. As part of their expansion, they partnered with an eldercare consulting practice who brought another set of senior care services and skills to the company, a great differentiator for Senior Care Authority.

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“Marcy Baskin is incredibly good at her incredibly difficult job. Compassionate, highly intelligent, forthright, fast — and a great communicator. You could not have a better ally than Marcy when navigating the emotionally charged (and financially intimidating) waters of trying to find good elder care for a loved one suffering from dementia. Marcy is amazing and I recommend her very, very highly. Thank you, Marcy!"

Brad N, Tiburon, CA

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About Us