Transformative Growth in Home-based Care Marketing: BrightStar and AccentCare Take Bold Steps
Embracing Change in Home Care Marketing
As the landscape of media use evolves, so too do the opportunities for home-based care marketing. Providers must navigate a multitude of platforms—ranging from TikTok to traditional print ads—while weighing the benefits and risks of each. As margins tighten, the pressure to invest wisely in marketing becomes even more critical.
Understanding Shifting Consumer Dynamics
With substantial changes in audience demographics and consumer preferences, marketing executives are keenly aware of the need to adapt. “We’re looking for transformative growth,” stated Teresa Celmer, Chief Marketing Officer at BrightStar Care, during a recent Home Health Care webinar. “To achieve this growth, we’ll not only continue our current strategies but will also explore new channels, audiences, and innovative content to attract the right clientele.”
Chicago-based BrightStar offers a diverse array of services including home care, senior living, and supplemental staffing, and was recently acquired by Peak Rock Capital.
Target Audiences: A Triad of Focus
According to Celmer, BrightStar’s marketing strategy revolves around three core audiences:
- Consumers: Families seeking care for their loved ones.
- B2B Targets: Local senior nursing facilities and larger entities like workers’ compensation.
- Caregivers: The backbone of BrightStar’s operations.
Marketing strategies differ significantly among home care providers. For instance, AccentCare, based in Dallas, adopts a multifaceted approach combining earned, owned, and paid media, with a strong emphasis on referrals, as highlighted by Chief Marketing and Communications Officer, Heather Wilson.
AccentCare’s Major Marketing Refresh
Recently, AccentCare initiated a “massive refresh” of its marketing strategy aimed at enhancing home health referral relationships. The company revamped its website and marketing materials, empowering sales teams with new, effective collateral. Moving forward, Wilson’s team is embracing digital tools, including QR codes, making information accessible at the tap of a screen.
The Essence of Storytelling in Marketing
A strong reputation and brand trust remain central to driving referrals in an industry increasingly defined by transparency and proof. “For us, everything comes down to storytelling, whether it’s on social media or through our paid strategies,” Wilson emphasized.
Navigating Marketing Channels
The Shift Away from Traditional Advertising
The home-based care sector is rapidly moving away from print media. Companies, according to Celmer, must meet audiences where they are. BrightStar continually experiments with strategies on a regional basis before scaling successful tactics nationally. An impressive one-third of BrightStar’s marketing budget is dedicated to video content, spanning television, cable, and YouTube. A similar percentage is allocated to digital marketing, which Celmer noted is crucial for growth.
AccentCare, with a strong “digital-first” approach, focuses on online advertising and email marketing, while still maintaining a small investment in print materials. As Wilson pointed out, the advantage of digital marketing lies in its data-driven nature, allowing the company to adapt quickly based on real-time feedback.
Adapting to Consumer Trends
Staying informed about shifting consumer trends is vital for the home-based care industry. “We’re noticing a younger audience,” Celmer explained, noting that the age target for marketing is dropping as more family members become caretakers later in life. To engage this demographic, BrightStar is piloting campaigns on evolving platforms, with TikTok being a topic of discussion, though the company remains cautious.
Wilson echoed similar sentiments about changing demographics but chose to avoid TikTok, citing concerns about the platform’s relevance. Instead, she focuses on delivering personalized experiences, highlighting the importance of authenticity through employee and patient testimonials.
The Role of Innovation and AI
The integration of artificial intelligence (AI) in marketing is nearly ubiquitous. While its use must be approached responsibly, AI can enhance creativity and implementation across marketing teams. Wilson remarked, “It’s not just a trend anymore; it’s part of our daily lives.”
In this rapidly evolving landscape, embracing innovation—such as AI—has become imperative for success in home-based care, pushing teams to challenge the status quo. As Celmer encapsulated, “This is really about life cycle marketing and pushing ourselves to be uncomfortable for growth.”
As home-based care providers like BrightStar and AccentCare make bold marketing moves, the industry is poised for transformative growth. By adapting to shifts in consumer behavior and embracing innovative marketing strategies, these leaders are paving the way for future success.
