The home care industry has seen some dramatic changes over the past five years. The industry is now estimated to serve 12 million individuals through 33,000 providers delivering a wide range of care services. Besides an explosion in the amount of home care being provided, the way it is being delivered has seen a shift. No longer is home care seen as a competitor by CCRCs. These communities understand the inherent benefits of administering home care to their residents and to consumers outside the walls of their communities.
Varsity is a leader in understanding and analyzing the trends that most affect daily lives in the mature market. So we set out to determine how seniors make sense of the home care industry in this new era of service. Using information obtained through our research initiative, we’ve written a white paper on home care titled How Mature Consumers’ Changing Perceptions About Home Care Create Opportunities for the Industry. This white paper not only delivers pivotal insights from consumers, it also provides direction on how CCRCs and home care providers can capitalize on them.
Specifically, the white paper provides insights into how adults ages 60+ and their adult children view home care and retirement community options. It also details how aging affects the ability of older adults to remain in their homes. Those are the factors motivating adult children to start a dialogue about increased care for their parents and the perceived benefits and drawbacks of home care as opposed to living in a retirement community.
Our qualitative research yielded six key themes that are detailed in the study. Some of those themes are:
- Home Care Vs. Retirement Communities
- Missing Home Care Information
- How to Market to Home Care Consumers