(FORTUNE Small Business) – Will you soon be plopping your ailing parent down in front of a video? If that sounds more like a strategy used on kids, it is because the folks behind Baby Einstein, which was acquired by Disney three years ago for $25 million, are now focusing on the elderly with their new company, Memory Lane, based in Denver. Bill Clark and Julie Aigner-Clark used word-of-mouth to propel Baby Mozart—designed to give the parents of babies a short, guilt-free break—into a runaway hit. They are relying on the same grassroots approach in targeting exhausted caregivers for Alzheimer's patients. The founders began selling their first videos at MemoryLaneMedia.com in late October for $24.98. The company is also planning to market its products to institutions such as nursing homes and assisted-living facilities. There should, alas, be plenty of potential customers. Alzheimer's afflicts an estimated 4.5 million people—a number expected to grow to more than 11 million by 2050, according to the Alzheimer's Association. —ELAINE POFELDT