SEATTLE: A market research report by Mintel has identified home care as one of the fastest growing business opportunities.
The report attributes the disaffection with skilled nursing homes and the desire to avoid them as one of the principal drivers of growth.
But some of the early entrants have already made potentially fatal errors.
Boomers don’t respond to branding which identifies with healthcare, age or infirmity, and too many new entrants have failed to identify exactly what the boomer wants.
Mintel is correct about the opportunity, but has failed to provide a road map…