My name is Naomi Shalom Rubinstein. I have a bachelor’s degree in physiotherapy and a master’s degree in business administration and healthcare management. I began my professional journey as a physiotherapist in the care of the elderly in nursing institutions. Later, I moved to work in strategic consulting at the Sheldor company, and from there, I moved to senior management positions in the Assuta network. At Assuta I was responsible for establishing medical services at a national level, and then managing Assuta’s transition project and submitting the tender for the establishment of Assuta Ashdod Hospital. After winning the tender to build a hospital in Ashdod, I chose to leave and pursue an independent path.
The independent path led me to serve as a consultant for the geriatric sector. In the reunion with the nursing departments, I saw that the challenges I encountered in my days as a physical therapist were not resolved, but rather intensified. The main challenge is the problem of continuous communication with the therapists who often do not speak the local language. Without continuous and good communication with the caregivers, it is not possible to guarantee quality and personalized care for the elderly in the institutions.
My preoccupation with the subject was strengthened when I found myself serving as the main caregiver for my two aging parents who, over the years, needed more and more help in order to continue living in their home. During this period I found myself facing all the challenges related to managing foreign carers and a team of carers from the nursing companies who helped the parents to continue and stay at home. In addition, I saw how my unique professional knowledge allows me to succeed in the challenge, but I realized that those who do not have therapeutic training do not have the tools to manage the treatment and therefore, despite all the good intentions, the treatment of the elderly is lacking.
The meeting with management challenges, my professional knowledge and the desire to make a change in the field led me to establish the BetterCare company and offer simple digital solutions for the management of nursing care workers in each of the environments in order to ensure maximum quality of care for the nursing elderly.