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About Us

Founded in 2003, Mary Furlong & Associates (MFA) is a strategy, business development, marketing and public relations strategic communications firm headquartered in San Francisco. The firm's strategy, business development, marketing and public relations services are uniquely geared to drive new opportunities for clients in the baby boomer and senior markets.

Our Values

Mary Furlong leads a visionary team of experts who have decades of experience in the boomer and senior markets. Their integrity makes them strive to work with socially conscious companies and entrepreneurs seeking to service the real needs of consumers, offering them high quality products and services.  The team brings more than 50 years of combined experience in building relationships with “age beat” reporters, analysts, bloggers and other key online and offline influencers.

Vision—Integrity---Relationships= Mary Furlong & Associates
  • Her team  strives to work with socially conscious companies and entrepreneurs seeking to serve the real needs of mature consumers
  • Vision: MFA has a deep understanding of the boomer and senior markets, born from more than two decades of experience.
  • Integrity: We strive to work with socially conscious companies and entrepreneurs seeking to serve the real needs of mature consumers with quality products and services.
  • Relationships: Our team brings more than 40 years of combined experience in building relationships with "age beat" reporters, analysts, bloggers and other key online and offline influencers.

About Mary Furlong

Mary Furlong portraitMary Furlong, Ed.D, MFA's president and CEO, is a leading authority on the baby boom generation as it moves toward and beyond age 50. She has guided the offline and online 45 market strategies of leading corporations and nonprofit organizations for more than 20 years.

 Her list of clients/sponsors includes AARP, ABHOW, Anthurium,, CareLinx, First Republic Bank, FirstSTREET, Great Call, General Mills, Independa, Linkage, MBO Partners, Microsoft, New Avenue, PetPlan, Silverado Senior Living, Site Jabber, Starkey, TreeRings, United Health Care (UHC), Verizon and Virtual Health. Mary founded MFA in 2003 to help socially- and consumer-conscious companies understand the real needs of this growing market.

In addition, Mary is the Dean's Executive Professor of Entrepreneurship at Santa Clara University's Leavey School of Business.
Before launching MFA, Mary founded the nonprofit organization SeniorNet in 1986 and ThirdAge Media in 1996. Throughout the course of her work for both organizations, she raised $120 million in venture capital funds, corporate sponsorships and foundation grants.

During Mary's tenure, SeniorNet served more than 500,000 adults age 50 and older. Much of her time was spent in the field at the organization's learning centers, observing the applications that worked and the issues related to the technology. ThirdAge Media reached more than 2 million members - most age 45 and older - when Mary served as its CEO and visionary leader of the editorial team.

Mary has appeared on CBS, PBS, NPR and NBC's Today show to discuss trends in aging and technology, and her expertise has been featured in The New York Times, USA Today, Business Week, Fortune, People and Fast Company, among other publications.

In 2001, Fortune Small Business named Mary one of its "Top 25 Women Entrepreneurs," and Time honored her in 1999 as one of its "Digital 50." She also served as a White House Commissioner on Libraries and Information Science during the Clinton administration, and she has conducted hearings on aging and technology for the U.S. Senate. Mary is a member of the American Society on Aging's Business Forum on Aging, the Leadership Council of the National Council on Aging and the AARP Women in Leadership group. She also serves on several corporate advisory boards.

MFA Associates
Sally Abrahms is an award-winning, Boston-based writer specializing in aging and baby boomers.  She publishes frequently in the AARP Bulletin and other national venues and writes a weekly AARP blog for family caregivers.  Sally also does corporate communications work (brochures, online content, newsletters, media kits, Q & A’s, executive profiles, ghost writing, fact sheets, marketing material) for companies, institutions and organizations dealing with products and services in the field of aging.  Sally’s work has appeared in TIME, Newsweek, The New York Times, The Wall Street Journal, USA Today, The Boston Globe, The Los Angeles Times, New York Magazine, AARP the Magazine, and Ladies’ Home Journal, and online at, (their over 50 vertical),,,,,, and Sally is the recipient of two fellowships on aging from the New York Times Foundation and the MetLife Foundation.
Michelle Bauer - What's Next media and PR contact

Michelle Bauer is the founder, CEO and president of Common Language, Inc., a public relations and strategic communications practice located in St. Petersburg, Fla. She is the media and public relations contact for the What’s Next Boomer Business Summit 2008. Michelle’s marketing communications career spans over 20 years and includes business to consumer, business to business, and nonprofit expertise. A native of New York, she began her career there at a boutique public relations firm whose roster included several prestige art and fashion industry clients. Since moving to Florida in the 1980s, she has led marketing, communications, and public relations initiatives with such organizations as the Tampa Bay Technology Forum, the University of South Florida and the Ringling College of Art and Design. Prior to founding Common Language, Michelle was a partner with Sextant Marketing Group, a St. Petersburg-based marketing, public relations, and event management firm.

Lori Bitter is President of the Business of Aging, a communications consulting firm focused on engaging mature consumers. She also serves as publisher GRAND – the digital magazine for grandparents. She is the former President and CEO of Continuum Crew, a boutique agency focused on consumers 40 . Prior to that, she served as President of J. Walter Thompson’s mature market division, JWT BOOM, the nation’s leading mature market advertising and marketing company.  She also served as the SVP of Client Services for Age Wave. Lori has more than 30 years of advertising, public relations and strategic planning experience, is the contributor to five books on aging consumers, and is the author of numerous papers and reports on topics relevant to the Senior and Boomer population. She is a frequent speaker at key industry events in housing, mobile health, universal design, technology, and social media. She was recently featured in Forbes magazine and was named to Entrepreneur Magazine’s Companies to Watch list. Lori holds a Master’s degree in Advertising from the University of Illinois, Urbana-Champaign and is a former Professor of Advertising and Public Relations. She is working on her first book about the Grandparent Economy, due in 2013.

Mimi Filizetti - Project Manager, Creative Solutions Marketing

Mimi has more than 30 years 'experience in project management and special events, including business conferences, customer events, and nonprofit meetings for groups ranging in size from 20 to more than 2,500. She founded Creative Solutions Marketing in 2002. Prior to that, she was Director of Communications at Netcom and Santa Clara University and has held .marketing communication positions at Apple Computer and Hewlett-Packard.

Karen Katz - Key Strategist, Internet Strategies Group

Karen Katz is a senior entrepreneurial executive with 25 years of proven success in building Internet and consumer technology companies. Karen has been building Internet companies since 1996. She was co-founder and general manager of StarPress, an online lifestyle and travel media company. She served as VP of marketing and sales at ThirdAge Media, a leading online community for boomers, and SVP of sales, marketing and business development at Currently, she serves as an advisor to early-stage companies, providing strategic marketing, sales and business development services. Karen is a frequent speaker at industry conferences including CES, PhocusWright Travel and PC Forum.

Barbara Lande is celebrating more than 30 years as Lande Design Studio, working with a wide range of clients from large corporations and government agencies to small businesses and individual entrepreneurs. Her design projects include — but are not limited to — invitations for philanthropic events, logo and brand development, niche marketing for expanding businesses and educational materials for learning institutions and conferences. Barbara’s work has received many awards including a 2008 International Gold Showcase of Excellence Award, five 2007 Showcase of Excellence Awards including one gold and two silver medals, and a 2006 Addy. Formally trained in calligraphy and typography, Barbara’s has been published in Alphabet and Letter Arts Review.

Cathy Leibow is a pioneer and leader in the Work/Life industry.  For over 25 years, she has worked with employers to offer benefit programs that enable employees to better balance their work and family lives.  In 1987, Ms.Leibow founded a Work/Life company called FamilyCare .  She sold her business in 2006 but continued to promote EAP, Work/Life, Wellness and Concierge services to Fortune 1000 companies.  She is an expert in child care and aging workforce issues.  She also provided consulting services for the Great Place to Work Institute in order to create positive culture change and “best place to work” recognition.  Premier clients include Apple, Genentech, Texas Instruments, Fidelity Investments, Nordstrom, LSI Logic, Hitachi Data Systems and Advanced Micro Devices.  Ms. Leibow can be reached at 925-963-9636 or This email address is being protected from spambots. You need JavaScript enabled to view it.

Laurie Orlov is the Founder of Aging in Place Technology Watch, a market research firm that provides thought leadership, analysis, and guidance about technologies and related services that enable boomers and seniors to remain longer in their home of choice. In her previous career, Laurie spent more than 30 years in the technology industry, including 24 years in IT and 9 years as a leading industry analyst at Forrester Research. While there, she was often the first in the industry to identify technology trends and management strategies which have survived the test of time. She has spoken regularly and delivered keynote speeches at forums, industry consortia, conferences, and symposia, most recently on the business of technology for boomers and seniors. She has been featured on, MatureMarkets, SilverPlanet, Mobile Health News, and her blog entries are widely syndicated. She advises large organizations as well as non-profits and entrepreneurs about trends and opportunities in the age-related technology market. Her segmentation of this emerging technology market and trends commentary has been presented in the Journal of Geriatric Care Management and ASA's Aging Today Online. Her perspectives have been quoted in Business Week, Forbes, Kiplinger, the Toronto Star, and the New York Times. She has a graduate certification in Geriatric Care Management from the University of Florida and a BA in Music from the University of Rochester. Laurie has consulted to AARP and is a participating expert on the Think Tank for The Philips Center for Health and Well-Being. Clients have included AARP, Microsoft, Novartis, J&J, United Heathcare, and Philips.

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