About
About this desk
Mom Keeps Falling is a small reference site for one reader at one moment: an adult daughter in the St. Louis metro whose mother has started falling at night, usually on the way to the bathroom, and who is reading this on her phone in the dark.
Who publishes it
OwnersFirm, a St. Louis marketing company, publishes this site. It is written and maintained by a small editorial desk, not by a clinician. There is no doctor, nurse or therapist on this site, and it does not pretend to be one. That is why every page routes anything about a person's health back to the physician who treats her.
Why it exists
Because "mom keeps falling" is a sentence people type into a search bar at two in the morning, and most of what comes back is either a clinic's brochure or a list of products. Neither answers the question a daughter is actually asking, which is what to do in the next ten minutes, whether her mother can be alone tonight, and what an overnight caregiver actually does. This desk answers those, in that order, and stops where a doctor's job starts.
How it is sourced
Every factual claim on this site links, in the sentence where it is made, to a public source: the National Institute on Aging, the CDC and its STEADI fall-prevention material, Medicare.gov, the Missouri Department of Health and Senior Services, the Missouri Department of Social Services, Aging Ahead, the St. Louis Area Agency on Aging, Family Caregiver Alliance, the Administration for Community Living, United Way 211, and the public websites of the west county fire protection districts. Numbers are quoted in the source's own words and year. Where a source is silent, so is this site; several pages say so out loud. The full list, with the date each page was checked, is on the sources page.
The site does not use a news outlet's name for authority, does not carry testimonials or reviews, does not invent a family to illustrate a point, and does not publish anyone's hourly rate.
The one paid placement, and who pays for it
There is exactly one advertisement on this site. It is for New Plan Care, an independently owned non-medical in-home care company based in Chesterfield, Missouri, which serves Ballwin, Chesterfield, Eureka, Glencoe, Grover, Pacific, Valley Park and St. Louis. New Plan Care is a client of OwnersFirm, the company that publishes this site, and it pays for that placement. The two companies are not commonly owned. The placement is labelled every time it appears, on the front page in its own box and at the foot of each article in a paragraph marked as paid. It is not a rank, a result or a recommendation drawn from anything on this site, because this site ranks nothing.
New Plan Care describes its own work as non-medical help at home: the routine, meals, help with bathing and dressing, company, transportation, and a person in the house overnight. This site describes it the same way and no further. It does not restate any claim about bonding, insurance or background checks. Those are the company's claims to make, not ours. Missouri DHSS says, of private-duty companion care, that no license is issued in Missouri for that type of company. Questions about what New Plan Care charges go to New Plan Care, at (314) 405-0887. The verb on every page is Call.
The form
The only form on this site asks for a name, a phone number and a town or ZIP, with two optional questions about who needs care and how soon. It goes to New Plan Care and nowhere else. It does not ask for, and must never be given, a diagnosis, a medicine, a condition or a description of a fall. Those belong in a conversation with a doctor, not in a text box on a website.
What this site will never do
- Tell you why your mother is falling, or what a symptom means. Her doctor does that.
- Tell you to start, stop or change a medicine.
- Say anything negative about a hospital, a hospice, a nursing home or another care company.
- Print a price, a star rating or a review.
- Put a tracking tag in your browser. The only measurement is a server-side page count that never runs on your device.
Where to start
If she is on the floor right now, the first ten minutes. If it is the morning after, why the falls happen at night. The rest of the desk is on the front page, in the order the night goes.