Who we serve
Senior living, home health, and private duty
Census and admissions are the only two numbers that matter operationally. Every marketing, intake and outreach decision should ladder back to one of them.
The binding constraint. In most operators we evaluate, the referrals are already arriving. What leaks is the cadence between inquiry and admission.
The numbers
What this segment is actually run on
Below 25% referral to admission is a red flag. A single source above 30% of admissions is a business risk, not a success.
What we work on
The levers that move this segment
Speed to first human response
Operators who answer inside five minutes tour and admit at a materially higher rate than those answering the next business day. It costs nothing to change, and it raises the return on every other dollar in the plan.
Referral portfolio concentration
A single source above 30% of admissions is a business risk, not a success. We map concentration before we map opportunity, and the sources that used to refer and went quiet are usually the fastest volume available.
Referral to admission conversion
Below 25% is a red flag. Most operators track referrals at one end and admissions at the other and nothing in between, which makes a marketing problem indistinguishable from an operations problem.
Marketing to the adult child
The resident lives in the community. The adult daughter researches it, tours it, negotiates it and signs it. Honest cost breakdowns and the conversation with a parent who is refusing earn more tours than any courtyard photograph.
Where to start
The Growth Ceiling Evaluation
Two weeks, seven systems, a ranked 90 day plan. The binding constraint gets settled before a dollar of new spend is recommended.
Binding constraints: attribution, leadership cadence, demand engine. Illustrative output. Every engagement scores differently.
The playbooks
Field tested reading for this segment
Senior Care & Home Health Growth Guide
Referral ecosystems, intake response, AI agents, and the operating cadence that lifts admissions 15 to 30% without added headcount.
ReadSenior CareSenior Living Marketing Ideas That Actually Fill Census
Five ideas that move occupancy for senior living and assisted living operators, ordered by how fast they produce results.
ReadSenior CareHome Health Marketing Strategy From Referral to Admission
A referral first strategy for Medicare certified home health and private duty agencies, plus the metrics that expose lost admissions.
Read
Who leads this work
Justin Miller, Fractional CMO · Founder · Public Relations
Fractional CMO to healthcare organizations, Marketing Director at Internal Medicine MD, and the firm's public relations lead.
Talk to JustinRunning a senior living, home health or private duty operation?
No charge and no deck. Tell me what has stopped working and I will tell you what I would look at first.
Or call (727) 992-3817