How This Applies to Home Care Marketing
Home care typically serves two distinct personas: the care recipient (often a senior) and the decision-maker (often an adult child). Marketing must address both, though the decision-maker usually drives the search and selection process.
Common home care personas include: “Stressed Daughter Susan” managing long-distance caregiving, “Overwhelmed Spouse Ed” caring for a partner with dementia, or “Proactive Paul” planning ahead for aging parents. Each has different needs, concerns, and content preferences.
Key Takeaway
Develop detailed personas for your primary decision-makers and create content addressing their specific concerns, questions, and emotional states. Generic messaging that doesn’t resonate with specific personas will underperform.