An inside tale of the COVID-19 struggles and successes faced by the nation’s largest senior living company


COVID-19 has upended the way every business operates, but few have felt its impact as deeply as communities of seniors. From increased pressure on healthcare workers to increased risks posed to elderly residents, senior living has had its toughest time as an industry.

In Heroes Work Here, Lucinda M. Baier shares a behind-the-scenes look at how his business weathered the pandemic. With a responsibility towards tens of thousands of inhabitants and $3.5 billion revenue on the line, the stakes couldn’t have been higher for Baier. Woven with her own personal stories, Baier shares the stories of those who have proven essential in helping save lives throughout COVID.

“It’s not my story, it’s our story. And it needs to be told and deserves to be celebrated,” Baier explained. “Looking back, I can say with confidence and humility that Brookdale’s response to this immense public health crisis has been extraordinary.”

Heroes Work Here serves to redefine business leadership as the world enters a new normal. The book is designed not only to praise the efforts of the men and women who have cared for such a vulnerable population, but also as an introduction to leaders who want to stay ahead of any crisis and a keen reminder of the wonders that result from a culture of caring.

On Lucinda Bayer
Lucinda “Cindy” M. Baier is President and CEO of Brookdale Senior Living. Baier has led Brookdale through the COVID-19 pandemic by aligning the company with its North Star: the health and well-being of its residents, patients and associates. Since 2018, Baier has also guided Brookdale’s success in addressing gender parity on its Board of Directors and management team. Prior to joining Brookdale, Baier served nearly a decade as a board member and senior executive for several public and private companies and organizations. Baier is a Chartered Accountant and a graduate of Illinois State Universityholds a bachelor’s and master’s of science in accounting.

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Media Contacts
Courtney MorrillForbes Books, [email protected]
Brookdale Media Relations, [email protected]



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