— ABOUT APTIVA —
Our experienced team provides expert guidance, compassionate support, and personalized care to help ease the burden on families.
Led by our Founder and Managing Director, Marc Friedman, Aptiva brings together nurses, care coordinators, therapists, dietitians, and other specialists as needed to support every stage of your loved one’s journey. With Aptiva by your side, you can feel confident knowing your loved one is receiving exceptional comprehensive care while you focus on what matters most.
— LEADERSHIP TEAM —
Marc Friedman
Managing Director
Jana McFadden
Director of Operations
Kelly Reynaga
Director of Clinical Services
Courtney Coulsell
Director of Programs & Logistics
Shannon Abdulla
Director of Community Partnerships
— MESSAGE FROM MARC —
I have spent my career in healthcare with a passion for helping individuals and families navigate some of life’s most challenging moments.
Marc Friedman has built a distinguished career in the medical and healthcare industry, defined by his extensive expertise and an unwavering commitment to improving the lives of others.
With multiple degrees and certifications in Gerontology, Psychology, and Health Science, Marc is a Gerontologist and an active member of the Gerontology Society of America. Joining Cerna Healthcare in 2007 as Executive Vice President, Marc assumed the role of President in 2014. Under his leadership, Cerna became one of Southern California’s most respected and fastest-growing healthcare providers. In addition to his executive role, Marc holds certifications as a patient advocate, behavioral health advocate, and senior advisor, further showcasing his dedication to advancing care for individuals with diverse and complex needs.
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In 2016, Marc founded Aptiva Care Management, a company specializing in medical, geriatric, behavioral health, traumatic brain injury, and neurological impairment clinical advocacy and treatment. He serves as the Managing Director, driving innovation and compassionate care in these critical areas. Marc’s passion for helping those in need inspired the creation of the Cerna Foundation in 2012, where he served as the founding chairperson. This foundation has provided vital support to families in need. In early 2024, Marc was honored to become a founding executive board member of The Side House Foundation, a Southern California non-profit organization dedicated to assisting individuals during medical crises.
His professional achievements have earned significant recognition within the business and healthcare communities. In 2024, Marc was nominated for Innovator of the Year, and in 2025 he was nominated for Entrepreneur of the Year by the Orange County Business Journal, recognizing his leadership, innovation, and impact on the healthcare industry.
An engaging speaker, Marc delivers the widely attended presentation “Your Brain Made Simple” across the United States and Canada. This interactive discussion simplifies the complexities of the brain and examines its changes with aging, drawing audiences that include physicians, clinicians, social workers, patients, and families.
Throughout his career, Marc has remained committed to improving healthcare outcomes, advocating for vulnerable populations, and advancing public understanding of the human brain, aging, and wellness. His unique combination of clinical expertise, executive leadership, and compassionate advocacy continues to make a meaningful impact on the healthcare landscape and the lives of those he serves.
— Marc Friedman, Founder & Managing Director
— BEHIND THE BONSAI —
The bonsai is more than a symbol for Aptiva. It represents healing, growth, resilience, and the journey each individual takes through life’s challenges. Like a bonsai, every person requires patience, care, and the right support to thrive. Its roots represent strength and stability, while its continued growth reflects hope, progress, and the possibilities ahead. At Aptiva, we are honored to be part of that journey, helping individuals and families navigate each step with compassionate care and guidance.
— MOMENTS WITH OUR CLIENTS —
— FEATURED ARTICLES —
Brain Health:
A Community Conversation
Marc Friedman’s “Brain Made Simple” presentation was highlighted as a leading educational resource for families navigating cognitive decline and dementia in Orange County.
Aptiva Care Management:
A Model for Healthcare Advocacy
Business Journal coverage of Aptiva’s innovative care management model and its impact on reducing family stress while improving healthcare outcomes across Orange County.