Targeting a broad range of folks who have elder care needs always stumps the home care marketer. However, there is one way to do that effectively and that is with a good PR campaign that educates and informs. And, the excerpt from Duct Tape Marketing below explains it perfectly:

Sometimes the message of value needs to come from a source other than you. That's why PR is such an effective marketing tool. If a third party source claims your product or service is great, then it must be true - the very same message in a communication from your company may be seen as mere puffery.

Especially at this time of year families are uniting and celebrating the holidays. Noticing aging relatives and wondering how to help is a perfect time for families to seek information on where to go for help. Some good placements in local publications and women’s magazines are excellent sources for families who are seeking in formation.