Longterm Care Management Built on Quaker Values

CHALLENGE

Reaching older adults considering long-term care while clearly differentiating a values-based, at-home care model in a highly emotional, trust-driven category.

STRATEGY

Build a values-led targeting strategy that aligned Kendal at Home’s Quaker principles with audience mindset using psychological and demographic qualifiers to reach highly aligned prospects in trusted, high-relevance environments.
 

IMPACT

Expanded awareness and demand beyond Ohio to support Kendal at Home’s Massachusetts launch, while continuously optimizing the journey from awareness to seminar registration and qualified lead. Paid search generated 1,188 conversions at a $16.68 cost per conversion in the first months of 2023, while organic search drove approximately 62% of site sessions and social video generated more than 89,000 views.