About Medical Alternatives
At Medical Alternatives, we believe recovery and independence happen best within the community. Our programs provide structured, person-centered care that supports meaningful daily living and long-term growth.
Our Philosophy
Person-Centered Care, Built Around Real Life
At Medical Alternatives, we believe meaningful recovery happens within the community, not just clinical settings. For more than 30 years, our programs have been shaped around the idea that individuals achieve better outcomes when care is integrated into daily life, relationships, and real-world environments.
Our approach goes beyond scheduled therapy sessions. We provide structured, individualized support that balances clinical oversight with meaningful daily living, helping individuals build independence, stability, and long-term quality of life.
What Guides Us
Our Philosphy
A person-centered philosophy grounded in compassion, structure, and real-world support for individuals living with traumatic brain injury.
Our Mission
Our mission is to enhance safety, independence, and quality of life for individuals living with traumatic brain injury through a comprehensive, person-centered continuum of care. We believe meaningful progress happens when clinical support is integrated into everyday life and community.
Our Values
We approach every individual with compassion, professionalism, and respect, recognizing the whole person beyond their diagnosis. Through collaboration, accountability, and proactive care, we create environments that foster dignity, growth, and long-term stability.
Our Approach
We work closely with residents, families, and treatment teams to develop individualized plans that balance structure, clinical oversight, and independence. Every aspect of care is shaped around the person’s goals, needs, and long-term outcomes.
Our Approach
We work closely with residents, families, and treatment teams to develop individualized plans that balance structure, clinical oversight, and independence. Every aspect of care is shaped around the person’s goals, needs, and long-term outcomes.
Program Eligibility
Who We Serve
Medical Alternatives provides community-based residential and rehabilitative services for adults recovering from traumatic brain injury through Southeast Michigan.
We support individuals through both short- and long-term care options, including licensed residential homes, supported community living, and in-home services. Our continuum of care allows individuals to receive the level of support they need while continuing to build independence, stability, and confidence.
Scope of Care
A Continuum of Support Designed for Real Life
Medical Alternatives provides a comprehensive continuum of care for adults living with traumatic brain injury. Our services are intentionally designed to support individuals at every stage of recovery, offering the right level of structure, clinical oversight, and independence based on each person’s needs.
Care at Medical Alternatives is rooted in person-centered planning, real-world skill development, and community integration. We work closely with residents, families, and treatment teams to create individualized programs that promote safety, dignity, growth, and long-term stability.
Whether an individual requires a highly supported residential environment or is ready for greater independence within the community, our programs are built to adapt and evolve over time. Clinical services, daily living support, and therapeutic programming work together to ensure continuity of care and meaningful progress.
Our scope of care includes residential programs, semi-independent living, outpatient therapeutic services through MARC, and coordinated clinical oversight, all working together to support independence, participation, and quality of life.
-
24-hour community-based residential care
-
Supported community living with growing autonomy
-
Residents receive consistent daily support with regular communication among families, providers, and clinical teams. Programs are reviewed and adjusted as needs evolve to ensure continued alignment with goals and outcomes.
-
Integrated therapy, nursing, and care management
Our Team
-
Rochelle Greenberg
Rochelle founded Medical Alternatives, Inc. in 1988 with a mission to provide high quallity care to people in need. She graduated from Wayne State University with a BS in Education; and earned a Masters degree in Speech/Language Pathology from Eastern Michigan University. Ms. Greenberg is the President and Owner of Medical Alternatives, Inc.
-
Dr. Erik. Kovan, DO
Dr. Erik Kovan, DO. joined the team in 2021 as the Medical Director for the program. Dr. Kovan brings a wealth of experience in the field of physical medicine and rehabilitation. With over 25 years dedicated to the diagnosis and treatment of pain, spinal disorders and physical injuries, Dr. Kovan is a respected leader in education and in patient care.
-
Adam Greenberg
Adam joined the Medical Alternatives team in 2011, following his graduation from MSU with a degree in finance. As the CFO, Adam provides financial information to support all functions within Medical Alternatives. Adam is also responsible for oversight with logistics and transportation, which allows residents to live as free from stress as possible.
-
Dan Eaton, RN CBIS
Executive Director Medical Alternatives, Inc. and MARC
“I love what I do. 20 years of working in the field of brain injury has flown by. Improving outcomes and quality of life for those we serve energizes me every morning.”
Dan Eaton serves as the Executive Director of Medical Alternatives Rehabilitation Centers, Inc. (MARC), bringing over two decades of experience in leadership and brain injury nursing. Dan has guided the organization from its inception to its current expansive programming. Dan has developed new initiatives that have made MARC an industry leader in the market for serving the traumatic brain injury community.
-
Sherry Lynn Navarro
Sherry Lynn joined the team at Medical Alternatives, Inc in 2018. She serves as the QI Manager, oversees HR processes and is actively directing the compliance with CARF certification. She has been the leader in coordinating care with the Oakland County Health and Safety Services, and works directly with state and local inspection agencies. She oversees house managers and direct care workers. Sherry Lynn is dedicated to improving the lives of our persons served, and has extensive experience in safety, and program development.
Additional Information
-
Medical Alternatives, Inc. is supported by a multidisciplinary team of licensed, certified, and highly trained professionals dedicated to delivering person-centered care.
Clinical staff are credentialed to provide services within their respective specialty areas. Direct Support Staff provide daily supervision, assist with activities of daily living, and support functional skill development while delivering habilitation and rehabilitation services in accordance with individualized program plans.
All Direct Support Staff are required to hold a high school diploma and successfully complete Medical Alternatives’ established training program, along with additional training specific to each resident’s service needs. Qualified professionals with expertise in traumatic brain injury provide ongoing supervision, training, and clinical oversight to ensure consistency, safety, and quality of care.
Administrative and program management staff oversee operations to maintain service quality, regulatory compliance, and continuity of care. All employees must pass criminal background checks prior to employment. Direct Support Staff also undergo driving record checks, which are reviewed annually. Job descriptions outlining qualifications, responsibilities, and training requirements are available for all positions and provided during the application process.
If you would like to apply for a position at Medical Alternatives link click hereor call our office at (248) 473-1139 to receive the application.
-
Medical Alternatives maintains a strong commitment to ongoing staff education and professional development. Training priorities are informed by feedback from residents, families, referral partners, and staff, as well as through clinical team meetings and continuous quality improvement initiatives.
All employees are required to complete new hire orientation using the Medical Alternatives Training Toolbox, supplemented by additional materials provided through the New Hire Orientation Binder. Staff with professional licenses or certifications are required to maintain continuing education in accordance with their credentialing requirements.
Each staff member completes a minimum of 40 hours of orientation and mentoring, which includes formal training in:
Person-centered treatment planning and individual rights
Abuse and neglect prevention
OSHA and infection control procedures
Emergency preparedness and safety protocols
Crisis prevention and behavior management (CPI or NAPPI)
CPR and First Aid
Health and medical conditions related to brain injury and complex care
Safe transfer techniques and body mechanics
HIPAA and confidentiality
Medication administration and documentation
Risk management and incident reporting
Workplace violence prevention
Suicide prevention
Professional boundaries
Brain Injury 101
Cultural diversity and inclusion
Safe food handling and driver safety
This comprehensive training approach ensures staff are prepared to deliver safe, compassionate, and effective care across all service settings.
-
Medical Alternatives, Inc. is an equal opportunity employer. Employment decisions are based on merit, qualifications, abilities, and business needs, without regard to race, color, citizenship status, national origin, ancestry, gender, sexual orientation, age, religion, creed, physical or mental disability, marital status, veteran status, political affiliation, or any other status protected by law.
Medical Alternatives complies with all applicable laws regarding reasonable accommodation for employees with disabilities and is committed to maintaining a respectful, inclusive, and supportive workplace.
-
Medical Alternatives maintains standard administrative business hours, Monday through Friday, from 8:00 a.m. to 5:00 p.m.
Residential and community-based programs provide supervision and services based on individual care needs, including 24-hour support when required. Administrative and clinical leadership are available on-call to address urgent needs outside of regular business hours, and staff are trained in emergency procedures and response protocols.
Get started
Let’s Talk About the Right Next Step
Whether you are a family member, case manager, or referral partner, our team is here to help you understand program options and determine the best fit.
