Whitepaper Brief: Lead Generation for Elderly Care Service Providers

Whitepaper Brief: Lead Generation for Elderly Care Service Providers




It's no secret that millions of US citizens born shortly after World War II will soon reach an age when they will need or want to be cared for. In fact, the US is said to be the leader in elderly care services, and it's just the beginning of the baby boomers' entry into the elderly stage of life. In February 2015, the following populations were cared for in the following ways.2


  • 4,742,500 employed home health agencies

  • 1,383,700 resided in nursing homes

  • 1,244,500 resided in hospices

  • 713,300 resided in residential care communities

  • 273,200 resided in day service centers


How the ratio of care types will fluctuate in the future remains to be seen.  All we know now is that the elderly population is growing. This whitepaper will help to clarify how providers of the above services can take advantage of lead generation in order to populate their facilities and keep their employees occupied, which leads us to some concerns we've noticed.


Potential Roadblocks Facing Elderly Care


One of the problems facing elderly care is understaffed facilities. The population of citizens age 85 and above will triple by 2050, according to the demography of the nation. At the moment, according to the US Dept. of Health and Human Services, 54 percent of facilities are not staffed properly.1 Such deficient staffing has led to numerous cases of physical harm and even death. What will we need to doto ready ourselves for three times as many recipients of elderly care services? We think the demand for nurses and other caregivers will necessitate government initiatives to attract more students into nursing and medical school.


Another condition many of us notice is a lack of regulation in the industry. The elderly care industry is likely to face increased regulation and be held to high standards as demand grows. This is not only a problem because there will be more harm caused to the elderly if there are no stricter standards in place; It's also an obstacle for every care business. If we can take a hint from the education industry, we know each will have to ensure it is operating to standards or face being shut down.


Target Demographics


Although seniors are using the internet more often than ever before, the target demographics for elderly care lead generation are the children and younger relatives of the potential facility residents or in-home patients. According to the demography of the US, most of those younger relatives are probably around 55 or 60 years of age. Though a significant portion of the elderly are living below the poverty line, medicaid and other safety nets often allow them to take advantage of elderly care services. 


Generally speaking, anyone with an elderly parent or relative may search for elderly healthcare services. Of course, having no family members available to take care of the elderly members of the family necessitates the need to get help. Caucasian Americans may be more likely to employ elderly care services due to their higher childlessness rate.


Lead Generation for Elderly Care Businesses


We know demand for senior care will grow over the next decade. It will be the responsibility of each organization's marketing team to seek out and help those in need. There are many ways to do so. We believe targeted PPC lead generation is one of the best due to it's proven effectiveness with little needed beforehand. No contact lists, no upfront payments without anything to show for them. Just leads. Risk is removed from the equation, for the most part. 


Keywords are the phrases potential clients or customers use in online search queries. "Home hospice" is a keyword we might use for the elderly care industry. When a consumer searches for it, he may see an ad we create, which will link him to a landing page we also create. The landing page typically explains why they should provide their information in return for help with their search for care. A campaign may use hundreds of keywords and hundreds of landing pages. The result is qualified leads for a reasonable cost. This is a proven method.


PPC Keyword Analysis


We've researched the top keywords for elderly care advertisers and noticed a light level of competition. That is, it's relatively easy and inexpensive to place ads in good spots, when competing in this industry.


The average CPC (cost per click) for the industry is $2, based on a conservative conversion rate of 13%. We calculated that conversion rate using data from reliable sources, such as the ALFA (Argentum).3 Costs per acquisition (CPA) ranges from to $18 to $33 at 13% CVR but decrease significantly as conversion rate increases. The average CPA comes out to $26.





 The average keyword will receive around 8,639 clicks and 1,123 conversions per month at the 13% conversion rate. It's important to note that some keywords will produce many more clicks than others. "Assisted living" would produce 49,752 clicks, the highest in the group. That would lead to around 6,000 conversions. However, that particular keyword may not represent your services well. It's also worth noting that demand for elderly care will continue to rise, which may increase a particular organization's conversion rate, particularly if the organization is well-managed.





Health Insurance Lead Buyers


Anyone providing elderly care services should consider lead generation if they have excess capacity and personnel. Home health service providers and care facilities can certainly take advantage of this efficient method. Considering the state of the market, the relatively low lead cost and the low advertising competition we've observed, we believe this is one of the most favorable industries for targeted PPC lead generation. 


Optimizing Conversion Rate


The cost estimates above are based on industry averages. It's important to keep in mind that many PPC management companies have sophisticated technology and experienced employees who can outdo the industry. The price per lead can decrease when these managers optimize landing pages, keyword groups and ad copy. You'll learn about how isotree's Optimal Ad technology helps bring costs down later in this white paper.


Current Industry Competition


As we've stated before, the advertising competition in this industry is relatively low. Some keywords face very low competition. The average index, across 15 top keywords, is 51 out of 100. The number of competitors bidding on these top keywords ranges from 55 to 118. Although this range is not low in a noteworthy way, our data suggests these competitors are not bidding very aggressively. Newcomers have an opportunity to outbid the majority of advertisers and secure leads earlier.


Top Advertisers in the Elderly Care Industry















We all know demand in the elderly care industry will continue to grow over the coming years. We also know that many healthcare providers and families will face challenges brought about by the aging population. We fully support the businesses in this industry that proactively prepare for the challenges ahead. We urge prepared providers to take advantage of targeted PPC lead generation, which is a relatively low-risk, low-cost method of generating revenue. You may be surprised to know that PPC companies can predict the cost of a lead and sell them at a fixed rate. The convenience is second to none. 


Would your enterprise benefit from lead generation through precisely targeted PPC management? Contact us today to discuss how we can help!




1. "Report: Understaffed Nursing Home Endanger Patients." accessed June 13, 2016. ABC News. (link)

2. Center for Disease Control and Prevention (2013) "Long- Term Care Services." Retrieved (January 2015) (link)

3. Gerace, Alyssa. "Experts Agree: Promptness Critical for Lead Management." 01/08/2013. Argentum (ALFA) (link)


Maxim Kurapatkin