Q & A with Ralph Fern, this month's Homewatch CareGivers Business Owner Spotlight.
Name: Ralph Fern
Location of business: 4545 E. Shea Blvd., Ste #260 Phoenix, Az. 85028
Background: I spent 25 years in sales and marketing for Levi Strauss & Co. I was a national account executive selling to major retailers domestically. I was part of a strategic team that forecasted short- and long-term integrated sales and marketing plans and presented them to senior management for approval. The past six years, I have worked hard with Dan, my brother and partner, to establish Homewatch CareGivers as Arizona’s premier provider in homecare services. We are very active in the communities that we service and are recognized as a leader in the healthcare industry.
HW: What inspired you to open your Homewatch CareGivers office and how long have you been in business?
RF: Both my brother and I were in the corporate world before this. We had seen the good, the bad and the ugly. We wanted to make a change in our career paths. We wanted the opportunity to provide service and give back to the community and our parents’ generation. Homewatch isn’t a cookie cutter business. Each market is unique, and for the past six years, we’ve been given the opportunity to achieve success by providing care our way.
HW: What is something that you or your employees have accomplished that makes you most proud?
RF: Together,we’ve built a wonderful, cohesive team. I came from a culture where people enjoyed going to work and knew that they made a difference in their career. I wanted to create that, so about six months ago, our group went on a team-building trip. We really got to know each other, respect each other and have fun together! My brother and I want to make sure our people feel that they’re needed, wanted and appreciated. With that being said, it wouldn’t be fair to leave out our bridal show. Sylvia, our community liaison, put together a fashion show that featured both senior and employee models wearing bridal gowns from the 1920s through the 2000s. It was a huge success. We even had two couples that had been married 50 and 60 years renew their vows before the show. We’re so proud.
HW: What has been your greatest challenge, and how have you dealt with it?
RF: I came from a totally different industry. It’s different selling a tangible product versus a service. When I started Homewatch, I had to sell myself. I needed to show clients my ethics, morals, values, and what I could bring to the table. This evolved to what we are today, a team with strong core values.
HW: Tell us about one client who has really touched you or your team.
RF: There’s a gentleman who was an ophthalmologist from Iowa who started with us for a few hours at a time, and has since progressed to need 24/7 care. Before his sons reached out to Homewatch, he had been in a skilled nursing facility, and at 6’2” only weighed 110 pounds. His doctors didn’t think he would survive.Through ensuring nourishment and exercise, our caregivers helped him reach a normal weight and he’s still with us, five years later. Unfortunately, Parkinson’s disease has set in and he’s unable to talk, but you can see the love and appreciation in his eyes. He’s an absolute miracle.
HW: What sets you apart from competitors in your area?
RF: The most important thing in our business is family. My brother and I own the business, my sister-in-law is an RN on our staff, and my wife provides immeasurable support in numerous ways. We approach our clients in a respectful, caring, professional manner and are medically knowledgeable. We also try to provide our employees with benefits, education and a rewarding career.