Care Services: Teardown Pack
Load this pack when the target provides care for people: senior living, home care, home health, hospice, childcare and daycare, or in-home tutoring and learning centers run as a local service. Growth here runs through families and referrers. The buyer is often an adult child or a parent, the decision is emotional and urgent, and referral agencies, hospitals, and licensing records shape who gets chosen.
Contents
- How to recognize it
- What drives growth here
- Signals to collect
- Going inside
- Rules that limit copying
- Plays that usually transfer
- Metrics to ask about
How to Recognize It
- "Schedule a tour", "free in-home assessment", "check availability", or "join the waitlist" as the main calls to action.
- Location or community pages with levels of care (independent living, assisted living, memory care), service lists (companion care, personal care, skilled nursing), or age groups and classrooms for childcare.
- Pricing pages that say "starting at" or "contact us", plus payment pages about long-term care insurance, Medicaid waivers, veterans benefits, or childcare subsidies.
- Licensing statements and license numbers in the footer, and "Medicare-certified" for home health and hospice.
- Franchise brands with many local territories (
/locations/<city>).teardown.mjs detect <domain>andteardown.mjs site <domain>flag most of these.
What Drives Growth Here
- The payer splits the model. Medicare covers home health and hospice under a doctor's orders, so those grow through hospital and physician referrals. Non-medical home care and most assisted living are private pay, long-term care insurance, or Medicaid waivers, so they grow through families, search, and placement agencies. Childcare runs on private pay and state subsidies.
- Placement and referral agencies sit in the middle. Senior placement services and care marketplaces collect family inquiries and pass them to providers, often for a referral fee. A provider's dependence on them is a cost and a risk.
- Occupancy and capacity are the real constraint. Senior living grows by filling units, home care by hiring caregivers, childcare by licensed seats and staff ratios. Hiring and capacity signals often explain the curve better than marketing does.
- Reviews and inspections carry the decision. Families read reviews, government star ratings, and inspection reports before they call.
- Local density matters. Franchises and chains grow territory by territory, and referral relationships with local hospitals, doctors, and schools compound.
Signals to Collect
| Signal | Where or how | What it shows |
|---|---|---|
| ★ Government ratings and inspections | CMS Care Compare and the CMS Provider Data Catalog for home health, hospice, and nursing homes; state licensing and inspection lookups for assisted living and childcare | Star ratings, survey results, deficiencies, and capacity: public facts families see first |
| ★ Licensing records | State licensing databases (licensed capacity, license dates, citations) | New locations and licensed seats or beds, dated as moves in moves.csv |
| Location and territory count | Wayback captures of the locations page; teardown.mjs sitemap-growth <domain> |
Expansion pace and acquisitions |
| Placement and marketplace presence | Senior placement and care marketplace profiles, childcare search sites | Dependence on referral agencies and where families find them |
| Care-specific reviews | Senior living and home care review sites, care marketplaces, plus the official Places API or manual reads for Google | Review velocity per location; spikes are campaigns |
| ★ Caregiver and staff hiring | Careers pages and job boards, by location | Capacity growth, and whether hiring is the bottleneck |
| Pricing and payment pages | teardown.mjs history <url> on pricing pages; Wayback of payment-option pages |
Price changes and when they added Medicaid, VA, or subsidy options |
| Referral partner programs | Pages for hospitals, physicians, discharge planners, or schools | Professional referral engines |
| Content for family decision makers | Guides on paying for care, choosing a daycare, warning signs; teardown.mjs sitemap-growth <domain> |
Their search engine and when it launched |
| Paid search and social | teardown.mjs sc-ads <name> --domain <domain> and the ad libraries |
Which care levels and locations they pay to fill |
| Tour and open house events | Event pages and social posts | Their main conversion event and its cadence |
| Call tracking | teardown.mjs phones <url> |
Which channels they track separately |
Going Inside
- Don't book tours or assessments you won't need. A senior living tour or in-home assessment takes a sales director or nurse's time. Only book if the user genuinely needs the care for their own family.
- Don't submit inquiries to placement services for research. One inquiry is passed to many providers and triggers calls to the user.
- With approval and a genuine need: book a tour or request information under the user's real name, then log the response time, the follow-up cadence, the questions asked, pricing transparency, and the deposit or move-in offers.
- Never share anyone else's health, age, or family details. Never photograph residents or children.
Rules That Limit Copying
- Medicare and Medicaid referrals: the federal Anti-Kickback Statute bars paying for referrals of patients covered by federal health programs. Home health and hospice referral programs need counsel review.
- Placement agency rules: some states regulate senior placement and referral agencies. Washington and Oregon, for example, require disclosures of fees and relationships. Check state rules before running or relying on a referral-fee model.
- Licensing and advertising: states restrict what unlicensed providers can call themselves ("assisted living", "licensed daycare"), and many require license numbers in ads.
- Health and privacy: HIPAA applies to home health and hospice providers, so the tracking limits in the healthcare pack apply. Children's photos and stories need parental consent.
- Reviews: the FTC's consumer reviews rule applies, and families often post on behalf of a resident; don't solicit reviews in exchange for discounts.
Plays That Usually Transfer
| Play | Run it with |
|---|---|
| Guides for family decision makers (paying for care, choosing care) | content-strategy, lead-magnets |
| Location pages with ratings, licensing, and real staff | programmatic-seo, schema |
| Tour and open house program with follow-up | events, emails |
| Professional referral partner program | co-marketing, sales-enablement |
| Review program for families after move-in or enrollment | referrals |
| Waitlist and capacity messaging for full locations | cro, copywriting |
| Caregiver recruiting as a marketing channel | ads, social |
Metrics to Ask About
- Occupancy or enrollment rate: filled units, clients served, or seats filled, by location.
- Inquiry to tour or assessment rate, and tour to move-in or enrollment rate.
- Cost per move-in or new client: by channel, including placement fees.
- Referral source mix: families, placement agencies, hospitals and physicians, search.
- Length of stay or client tenure: months per resident, client, or child.
- Caregiver hiring and turnover: the capacity constraint for home care.