Our Team

A Winning Team

When you make the decision to become a franchise owner with Senior Care Authority, you are joining a family committed to the highest level of integrity, compassion, and service in the industry. This is a personally and professionally satisfying business where your passion makes a difference in the lives of people every day. From day one, you are guided to success in your business with a support team who is there for you and responsive to your needs. We offer a proven system, essential infrastructure, and a track record of successful franchise owners. Our foremost commitment is to support families and their loved ones bringing empathy, dignity, and compassion to the aging process.

Frank M. Samson, CSA

Founder & CEO

Frank M. Samson, CSA, is the founder of Senior Care Authority, author and creator of The Boomers Today syndicated Radio/Podcast Show. Prior to founding Senior Care Authority, he worked in franchise consulting and the travel industry for over three decades. He had built an organization with over 200 franchises which he later sold and the company operates successfully today.

His expertise in senior care has given Frank the opportunity to write a regular blog and host a nationally, syndicated radio show and podcast called Boomers Today. Frank also authored a best selling book in various categories called The Aging Boomers: Answers to Critical Questions for You, Your Parents and Loved Ones and is available on Amazon.com.

Frank is a Certified Senior Advisor, a member of the Society of Certified Senior Advisors, on the Board of the National Placement and Referral Alliance and an Honorary Faculty Member at Michigan State University.

E. Michèle Samson, CSA

Vice-President of Special Projects

In addition to being a Certified Senior Advisor, Michèle has had a successful career in real estate, specializing in Estates, Ranch/Country properties, Primary and Vacation/Second Homes. When her husband Frank began Senior Care Authority locally in Northern California, she played an integral role in building professional referrals and assisting families in seeking residential care options for an aging loved one in Sonoma, Marin, Napa and Solano counties. 

Educating the public on senior care has been a primary focus of Senior Care Authority.  After years of a local radio show started by Frank, a weekly podcast was established to reach listeners throughout the United States and around the world.  Michèle has coordinated the interviews of authors, healthcare and senior care professionals for the weekly “Boomers Today” podcast. Listeners access this podcast through its own App and also can be listened to on Apple Podcasts, Google Podcasts, iHeartRadio, several radio stations around the country as well as www.BoomersTodayRadio.com.

Marcy Baskin

CSA, CADDCT, Certified Dementia Practitioner
Managing Director, Senior Care Authority

Marcy is a veteran of the confusing and anxiety-riddled process of senior care decisions. Her “bootcamp” was her challenging 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 before launching her private practice as an eldercare consultant, ElderRoads. Her goal was and 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 with compassion, empathy, and education.

Marcy was also on the faculty at Sonoma State University for aspiring Healthcare Navigators/Advocates, and has authored a book, Assisted Living, Questions I Wish I Had Asked. 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.

Laura Alexander

Vice President of Franchise Development

Laura is Vice President of Franchise Development at Senior Care Authority, a position she has held since May of 2016. Laura was drawn to the senior care industry after her mom developed Pancreatic Cancer. She personally experienced the challenges associated with a sick parent and also went through the process of placing her dad into Assisted Living.

Her primary responsibility is franchise owner recruitment. Laura’s dedication and her passion with Senior Care Authority has grown franchise ownership to nearly 100 locations nationwide and a master franchise in Canada. As an accomplished sales and marketing professional with 25+ years’ experience, Laura has worked in management roles in the consumer goods industry; she is a former business owner of a leading direct mail advertising company in Orange County, CA and prior to joining Senior Care Authority, Laura worked in franchise consulting and is a Certified Franchise Consultant.

Lorrie Siegwarth

Franchise Development Coordinator

Lorrie is the Franchise Development Coordinator with Senior Care Authority assisting the corporate team as well as the franchise owners with development of their business and everyday operations.  She is involved in everything from setting up a new franchise owner, to planning and organizing the Senior Care Authority National Conference.

Lorrie graduated from Empire College’s Travel and Tourism Program and spent sixteen years in the travel industry in various capacities including management and training.  For eight years she was the Membership Coordinator and Executive Administrator at a prominent botanical garden in Arizona.

Brian Whipp

IT Manager

Brian is the “go to” guy for all IT stuff. He provides Salesforce training and support to franchisees. Assists with onboarding franchisees, setting up accounts, maintaining office technology and company databases.

Prior to Senior Care Authority, Brian worked as a freelance developer and worked in the Visual Effects / Animation industry.  He is a graduate of Loyola Marymount University in Los Angeles with a major in Animation and a minor in Fine Arts.  Brian is our tech expert and learned coding from interactive animation courses at LMU starting with Actionscript 2.0 and since then has picked up on HTML, PHP, Java and Objective C.  He loves to dabble in graphic design, photoshop and sound / video editing. 

Nicole Fainaru-Wada

Administrative Support

Nicole provides marketing and administrative support to our franchise owners. 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.


Digitial Marketing is an important part of Senior Care Authority’s marketing plan and helping our franchisees grow. SEO Samba provides the support to our franchisees in the area of website development, social media and email marketing.

SeoSamba was created by search engine optimization and information technology industry veterans, Michel Leconte and David Culot. They recognized the need for a scalable and automated SEO service platform in a rapidly maturing industry that thrives on the ever-increasing success of search engines.

SeoSamba is the third generation of an idea that originated in 2003.  It’s the first implementation that is open to SEO agencies, franchises, affiliates, marketing companies, directories and businesses.

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