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Love greater than fe
Silverado CEO Loren Shook is redefining memory care by blending clinical rigor with radical compassion
The real power is love. It’ s love greater than fear,” Loren Shook says. In a sector heavily defined by compliance and risk mitigation, Loren has built a business around a different premise. For three decades, he has challenged how the senior living industry approaches, delivers, and markets care for people living with memory loss. As the founder and CEO of Silverado, he has championed a model that integrates advanced clinical practice into the rhythm of daily life, allowing residents to live in home-like environments with continuous medical support.
The challenges he set out to overcome in the mid-1990s have not gone away. At the time, the senior care sector lacked alignment between what providers promised and what residents experienced. Loren saw that firsthand when he began exploring the market.
“ In 1994 and 1995, I researched what providers were doing with people living with memory impairment, and I didn’ t like what I saw. The gap between the brochure and the reality was glaring,” Loren recalls. A lot of marketing materials did not match what was happening behind closed doors. Silverado, he decided, would be built to close that gap.
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