Christie Freeze, Founder of CARE by Christie, explains why the eldercare industry needs to show modern care instead of only talking about it — and why great care always comes back to humans taking care of humans.
In the final stretch of this episode, Christie Freeze, Founder of CARE by Christie, gets asked the question every eldercare professional should have to answer: if you could change one thing about the elder care system, what would it be?
Her answer isn't a policy fix. It's a visibility problem — and she thinks the solution is already sitting in everyone's pocket.
What would you change about the elder care system?
Christie Freeze: "I would say — and it's something I'm actively working on with one of my good pals, Catherine Ross — we've started a shift the narrative initiative. What I would love to see more of is examples."
Christie's point is simple. The industry has plenty of conversation. What it lacks is proof.
She wants families to see vibrant communities, real days, and real people. Not brochures. Not stock photography. Actual life inside senior care.
On the news
On TV shows and in movies
In mainstream media
On social feeds
"That's how, as a collective, we're going to be like, oh, that does look different than it used to. I can kind of see myself in that setting, or in that community."
Why isn't talking about eldercare enough anymore?
Christie is quick to give the industry credit. The talking part is handled.
Christie Freeze: "I think we've gotten really good about talking about it. Podcasts exist. Webinars exist. The content is there — but I want to see it."
Awareness content built the foundation. The next step is showing families what care actually looks like day to day, so the story stops being abstract.
That's the gap Christie is trying to close. Talking builds understanding. Seeing builds belief.
How does video change the way families see senior care?
This is where Christie's passion for video comes in. She sees it as the easiest available vehicle for change.
Christie Freeze: "Because I'm so passionate about video, I think we have a really simple, easy vehicle to capture what's happening in our communities, within our service lines, and share it on social and on the news."
The bigger reason it works comes down to perception. Many families are operating on an outdated mental image of senior care — one built decades ago and never refreshed.
Christie Freeze: "We could be as convincing as anything, but until they see it and can attach what they're seeing to a feeling, that's when the shift occurs. If they don't see it, they're not really going to believe it."
Her ask of the industry is refreshingly unglamorous: get outside the building shots and go inside. "I want to see the day in the life. Start at the beginning, leave nothing out."
For families researching options, that kind of transparency is worth more than any list of amenities. It's also why so much of our own caregiving and home care content focuses on what care looks like in practice.
What does great care really look like?
Asked to define great care, Christie answers from two angles at once — the family side and the business side — and lands on the same conclusion for both.
Christie Freeze: "For both of them, the answer could be the same: we're humans taking care of humans. Remembering that is very important."
"At the end of the day, we're just people taking care of people."
— Christie Freeze, Founder of CARE by Christie
She acknowledges the operational reality. Charting, data, reporting, compliance — all of it matters, and none of it is optional.
Christie Freeze: "It's easy, whether you're a family caregiver or a professional caregiver, to get swept up into the charting and the data and the reporting. Those things are very important, and I understand that. But at the end of the day, we're just people taking care of people."
Great care, in her framing, means the systems serve the relationship instead of replacing it.
Why does caregiver self-care matter so much?
Christie's second definition of great care is directed at the caregiver, not the care plan.
Christie Freeze: "Give yourself some space and some grace. You're going to make mistakes. You're not going to get it right all the time."
She ties it back to a principle that runs through the entire episode: meet people where they are.
Every person is different
Everyone progresses differently and sits in different stages
No single approach works for every family
And the part most caregivers skip:
Christie Freeze: "Take care of yourself so that you can show up in the best way possible for the people you're caring for. That's going to go a really long way."
Doing your best is the standard. As our host put it: we're just humans taking care of humans, doing the very best we can — and that in itself is enough.
Families who need help sustaining that pace often start with in-home care support long before a crisis forces the decision.
How can families and professionals connect with Christie Freeze?
Christie is candid about where she shows up online. Facebook and Instagram never felt right to her.
Christie Freeze: "For whatever reason, those platforms felt like I was selling something, and I didn't like that. On LinkedIn, I feel like I get to just talk about what I love to talk about."
Her door is genuinely open: "If there's anything I can do to help you, or connect you to someone that can — 100% open to doing that."
The eldercare conversation is mature. The eldercare picture is not.
Christie Freeze's challenge to families, providers, and everyone in between is to show the real thing — vibrant, ordinary, human — and to remember that behind every care plan is one person taking care of another.
If you're beginning to look at care options for someone you love, our team at Senior Home Companions is happy to walk you through what support can look like. Reach out anytime.
Frequently Asked Questions
Who is Christie Freeze?
Christie Freeze is the Founder of CARE by Christie and an eldercare advocate who works to shift the public narrative around senior care. She is active on LinkedIn, where she shares caregiving education and industry commentary.
What does “humans taking care of humans” mean in senior care?
It means keeping the relationship at the center of care. Charting, data, and reporting matter, but great care starts with recognizing that both the caregiver and the person receiving care are people first.
Why does Christie Freeze believe video is important for eldercare?
Because most families hold an outdated image of senior care. Video lets them see modern communities and daily life for themselves, and attach a feeling to what they are seeing, which is when their perception actually shifts.
How can family caregivers avoid burnout?
Give yourself space and grace, accept that you will not get everything right, meet your loved one where they are, and take care of yourself so you can show up well for the person depending on you.
What is the difference between talking about eldercare and showing it?
Talking builds awareness through podcasts, webinars, and articles. Showing, through video, media, and day-in-the-life content, builds belief, because families can picture themselves or their parent in that setting.
When should a family reach out for home care support?
Ideally before a crisis. Reaching out early gives families time to compare options, plan calmly, and set up support that fits their loved one's stage instead of reacting under pressure.
Kirstin McCarthy
About the Author
Kirstin McCarthy is a seasoned Marketing Specialist at Senior Home Companions, serving the Indianapolis, Lafayette, and Florida regions. She holds a B.A. in Communication and Marketing from Indiana State University. She brings a strong focus on advertising, social media, content creation, and community outreach. Her passion for serving older adults was sparked at a young age through a close bond with my great-grandmother. She spent countless hours visiting her and other family members in senior care facilities, where she witnessed firsthand both the beauty and the challenges of aging. Those early experiences instilled a deep respect for seniors and a calling to help them feel valued, seen, and cared for. At Senior Home Companions, she turns that lifelong passion into purpose—working each day to ensure families experience peace of mind and their loved ones receive the dignity, joy, and compassionate care they deserve.
To further support older adults and their families, she also hosts a podcast featuring local healthcare professionals and community partners. Through meaningful conversations, she shines a light on valuable resources and timely topics to empower, educate, and connect those navigating the aging journey. Follow her on LinkedIn.
