Merrily Orsini's Thought Leadership

Louisville: A Burgeoning Hub for Aging Care

Louisville is a designated hub for businesses providing lifelong wellness and aging care—and, corporations making a big difference in the lives of those who wish to age independently with the latest services available, are choosing to locate here. Oddly enough, since I started one of the nation’s first non-medical care managed in-home care companies, I am still in the thick of aging care and keeping key insights into today’s eldercare world. My 17 years of experience as a geriatric care manager and agency owner dovetail nicely with my now 14 years of marketing those services for a variety of aging care providers and vendors to that industry.

In fact, with the advent of so many web-based marketing tactics, aging care providers across the country—from care agencies to senior living facilities—are exploring new marketing practices because the way they have previously received business and referrals is changing. An emerging trend in the industry, and one that has strong roots here in Louisville with Humana and Senior Bridge, is the new alliances forming between insurance providers who are managed care companies and home care and care management companies. These alliances create hybrid forms of a variety of services for the elderly.

Tackling the new business referral issue in this changing environment is an important topic that I educated home care agencies about during the New York State Association for Health Care Providers industry meeting on January 31 of this year. I addressed the conference attendees about planning and adapting to new marketing strategies with the goal of securing a spot on coveted and narrowing referral lists.

My experience spans nearly all aspects of the aging care industry—from owning and operating a home care agency to serving on national boards and influencing political leaders on home care issues. I serve as a home care marketing thought-leader and provide expert counsel to national organizations and businesses on aging and care issues as well as strategic marketing for products aimed at those targets. Additionally armed with strategic knowledge of the latest developments in mobile technology and social media, a new frontier for leaders in aging care, I am introducing, with the talent of my corecubed staff, a fresh marketing perspective that is relevant to businesses and their targeted audiences today.