THE DEMAND WAS THERE.THE CONVERSATION WAS MISSING.
A national provider needed a new path to growth. We found it in the questions families were asking, and the places the brand wasn’t answering.
THE OPPORTUNITY IDENTIFIED
$47MIN ADDRESSABLE REVENUE
A growth opportunity identified through analysis and a shift in customer acquisition focus.
Identified opportunity, not realized revenue.THE INSIGHT THAT CHANGED THE DIRECTION
FAMILIES NEEDED ANSWERS. MARKETING WAS HIRING.
The majority of the marketing budget supported caregiver recruitment. Content helping families navigate in-home and hospice care decisions was nearly nonexistent.
That left a gap at the very moment people needed guidance, reassurance and a provider they could trust.
Strong recognition. Stagnant growth.
Leadership needed to understand where untapped revenue existed across its national network and how franchise locations could act on it.
Follow the family’s decision.
We examined marketing priorities and the conversations surrounding care decisions. The findings pointed to a mismatch between recruitment investment and customer acquisition needs.
A clearer acquisition playbook.
We developed a content and presence strategy around families’ questions, with a franchise-level activation playbook and a methodology built to scale across the network.
THE STRATEGIC SHIFT
Caregiver recruitment
Most of the marketing investment.
Families at the moment of need
Answers that support customer acquisition.
