Exactly 40 years after earning his undergraduate degree, James Kordenbrock, Jr. walked across the graduation stage at USC. Receiving a Master of Arts in Gerontology (MAG) wasn’t a traditional path for a veteran and marketing professional. But it was the right one, given recent events in his life.
“A few years ago, I lost both parents — my dad from Alzheimer’s disease and my mom from pancreatic cancer,” Kordenbrock explains. “We initially took care of them at home with the help of caregivers. That experience made me want to help other families care for their loved ones at home.”
At the height of the pandemic, Kordenbrock started looking for an in-home senior care franchise to purchase. He chose a Home Instead location in Orange County, California. At the national level, Home Instead mirrored his values of personal service, kindness, respecting diversity and honoring God.
It didn’t take Kordenbrock long to realize he needed to learn more about the aging market if he wanted to build a successful business.
Finding the right track
Kordenbrock researched gerontology programs across the country. But with a world-class program right in his backyard, he chose the Leonard Davis School of Gerontology. “I would have been a fool not to,” he says.
Starting small, he initially signed up for the Graduate Certificate in Gerontology. When he completed that and found out he only needed a few more courses for a MAG, he decided to continue his studies.
Applying the science of dementia and aging policy to the real world
Master’s programs at USC Leonard Davis School are flexible. Kordenbrock opted to take one class per semester over two and a half years. The entire time, his focus was learning what was most applicable to his role at Home Instead.
A common theme that wove through many of his classes was dementia. “I learned about the biology and stages of the disease and how that applies to our work with clients. That understanding has improved the care we provide,” Kordenbrock says.
One class — Social Policy and Aging — was life changing. Kordenbrock wasn’t looking forward to it at first, but it turned out to be one of his favorites. Taught by Carolyn Cicero, PhD and Mireille Jacobsen, PhD, the course covered policies that directly affect Home Instead’s clients, such as:
- Medicare and Medicaid
- Affordable Care Act
- Americans with Disabilities Act
Because of that class, Kordenbrock became involved with the Home Care Association of America, joining a policy committee. “Never in a million years did I think I’d ever become a policy advocate,” he says.
“They wanted to learn from me”
It’s not always easy for adults to return to the classroom. Kordenbrock could have attended online, but he decided to make the nearly three-hour-long commute to be there in person as much as possible.
As the kind of person who likes to engage and ask questions, he wasn’t sure if it was okay to speak up in class. It turned out, the professors encouraged his participation. “Sometimes they’d even give me the microphone and ask for my thoughts as a business owner,” he says. “They wanted to learn from me!”
Students also learned from each other. A hallmark of the Leonard Davis School is a rich mix of students, many with accomplished careers in the field of aging. “Group projects and discussions were the perfect setting for sharing information, experiences and views,” Kordenbrock says.
Kordenbrock’s keen interest and enthusiasm earned him the 2023 Master’s Student Award. This award celebrates an outstanding student who made a positive impact on the learning environment.
Running an in-home caregiving agency
Owning a small business is a labor of love. Kordenbrock draws upon his past experiences to guide him. After graduating from college in 1984, Kordenbrock served six years as an Army attack helicopter pilot, patrolling the wall between East and West Germany before it fell. He then spent a career in marketing building brands, including Miller Lite beer.
At Home Instead, Kordenbrock manages about 140 employees and oversees hiring, training, payroll, scheduling and more. Sometimes, he also becomes a caregiver.
“This is a 24/7 business. When a client calls and needs help, you can’t tell them you’ll get to them on Monday,” he says. “If something comes up and we don’t have an available caregiver, I step in.”
As a franchise, the main office provides a lot of help, including resources, tools and marketing support. Kordenbrock also meets regularly with other local Home Instead owners to share challenges and best practices.
Creating a better system for aging in place
Since purchasing the franchise, business has more than doubled. Kordenbrock’s five-year plan is to continue this trajectory. He’s also looking to expand the services they offer, particularly around end-of-life care.
Home Instead provides caregiving for aging adults as they enter the final chapter in their lives. Kordenbrock is considering buying a hospice agency to provide more robust care.
Long term, he also wants to remain active in policy work. Today in the U.S., there’s limited financial assistance for people to access in-home care. Most families pay for it out of their own pocket.
“I spent three years learning why it’s beneficial for people to age in place,” he says. “We have to be really passionate about getting the government to support these services.”
To learn more about the Master of Arts in Gerontology program at the USC Leonard Davis School of Gerontology, call us at (213) 740-5156.
