Physician creates senior residential for grandfather with Alzheimer’s and at the moment chain payments R$ 43 million

It is estimated that the Terça da Serra network will reach 2,000 beds and earn more than BRL 90 million in 2022

When the doctor Joyce Duarte Caseiro created the Tuesday of the Sierrathe idea was to fill a gap in the senior residences. She was looking for a long-stay institution with more humane care for her grandfather diagnosed with Alzheimer’s. “I wanted him to have quality of life, quality care and feel at home. He wanted much more than a place where the elderly sleep, eat and bathe,” she says.

In 2014, after an international search, the doctor opened a senior residence in Campinas, in the interior of São Paulo, with humanized and personalized service, respecting the individuality of each guest. Joyce’s grandfather lived in the unit for five years.

In addition to the wide range of medical services, family visits are allowed at all times. “Keeping the family close is super important. In many places the visit only takes place at a specific time. The first premise I put into Terça da Serra was 24-hour visits, it’s your family member’s house”, says the founder.

In 2017, the first franchised unit was created by health professionals who wanted to offer the service in their cities. Today the franchise has 130 units spread across Brazil. In 2021, revenue was R$ 43 million.

In December 2020, the SMZTO Group, a reference in investment in franchises, became a partner of Terça da Serra, serving on the brand’s board and with the mission of further boosting the franchise’s growth. At the time, the network had 40 units. for the entrepreneur Jose Carlos Semenzatothe silver economy is one of the trends to keep an eye on and that should grow in the coming years.

Services offered on Tuesday da Serra

The units offer services such as:

• Physiotherapy
• Nutritionist
• 24 hour nursing
• doctors
• Individual and group occupational therapy
• adapted physical activity
• music therapy
• Cognitive stimulation
• social insertion

The activities are individually planned to increase the quality of the elderly’s routine. Residential homes also have 24-hour monitoring of residents, monitoring technologies and clocks that prevent accidents.

Each unit holds between 24 and 32 seniors. There are options for single or double rooms. Prices vary according to the needs of the elderly person. In Terça da Serra there are three categories:

• Elderly with less dependence
• Elderly people with intermediate dependence, such as wheelchair users
• Elderly people with high dependence, such as the bedridden

On average, a room with two people costs R$ 5,800 for elderly people with less dependence.

international expansion

Currently, Terça da Serra has 130 units and 1,500 beds. About 1,300 elderly people are actively living in the units. It is estimated that the network will reach 2,000 beds and earn more than BRL 90 million in 2022.

For the next year, the network plans to expand internationally in Latin America and Europe, with Colombia and Portugal on the radar. By 2025, the projection is 300 units and 6,000 beds.

Source: Exam