Bre Greenman, Aaron Murphy

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Heartwarming Care

• Bre Greenman, Aaron Murphy Nikki Scott

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Company Background

• Heartwarming Care provides in home-care service
  and geriatric care management. They are located
  in Lakewood, Washington and provide services to
  Pierce County and the surrounding area.
• Heartwarming Care specializes in in-home care
  assistance such as daily living, meal
  preparation, bathing, grooming, light
  housekeeping, companionship, assistance to
  medical appointments, medication reminders,
  exercise and activity.

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Current Issues

• HWC has a lack of reliable information regarding
  their secondary client who is ultimately viewed
  as the decision- maker.

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Research Objectives

• Determine most effective way to reach HWCs
  secondary client (decision-maker)
• Understand where and how to reach these adult
  children.
• Understand what marketing information should be
  conveyed to educate future decision makers in
  choosing care options.
• Gather information on where someone would look
  for care. For example the phone book, online, a
  medical reference, etc.

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Research Objectives cont..

• Determine what the driving factors are in
  choosing a care option. (Price, location,
  services).
• Identify words that the target audience would use
  to seek services provided by Heartwarming Care.
• Resolve which marketing tactics best get to the
  decision maker.

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Methodology

• The survey was 1 page front and back.
• 17 questions, 10 inquiry questions and 7
  demographic questions.
• Phone surveys
• Were attempted but discarded
• The surveys completed were distributed in five
  locations in Pierce County resulting in 113 total
  respondents.
• Pacific Lutheran University Golf Course
• Immanuel Day Care
• Ruby Tuesdays in University Place
• Civil Services Division at Fort Lewis
• Yule Boutique held in Olson Auditorium

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Analysis of Results

• During this study 113 people were surveyed
• The Demographics were as followed
• Age
• Respondents mean age was 40 years
• Gender
• 61 were female
• Marital Status
• 46 percent were married
• Parents Living
• 25 percent had only their mother living
• 55 percent had both parents living
• Rent or Own Current Residence
• 54 percent owned their own home.
• Estimated Home Value
• 34 percent were below 350,000
• 20 percent were between 350,000-500,000
• 40 did not respond or did not own a home

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Overall Awareness of Heartwarming Care
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Prevalence of Care Discussion
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Homecare sought in the last 6 months

• 15 of respondents have sought care
• 86 of those seeking care were female
• 13 were between 30-45 years in age
• 23 were over age 45

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Options Chosen for Care
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Who is the Decision Maker?
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Decision Maker cont
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Important Factors in Choosing Care Option
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Where Would You Look?
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What specific words used to look up in-home care
services online?
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What health or behavior needs would prompt you to
explore home care?
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Recommendations

• Focus on overall awareness of Heartwarming Care
• Create customer satisfaction and solid
  relationships with hospitals
• Continue to focus on the website and search terms
• Use qualifications messaging to meet the desire
  of skilled nurses
• Focus messaging on flexibility of care options

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Recommendations cont

• Reaching People Online
• Most popular words are health and caregiver
• HWC should attempt to match these words to
  correlate with their website
• Should increase the number of hits to their
  website, which could potentially increase overall
  awareness and possible clients

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Limitations

• Time
• Convenience sample
• Sample Size
• Female responses
• Women were the majority respondents
• Budget
• Limited willing respondents
• Phone Surveys
• Database

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Questions?