--0000000000005da59a0601928b80 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Thanks for the quick response. How many starts do you get from the digital campaign? And have a great break. I am taking off later next week too. On Fri, Jul 28, 2023 at 5:10 PM Timothy Thomas wrote: > Hi Paul, > > I wanted to answer you before I leave on PTO today so forgive me for the > lack of polish on this response. I'll think about it in more detail and > follow up should I miss anything. > > Canada has always been very reliant on consumer advertising as the > referral market here is predominantly controlled by the government. Most > institutions, hospitals, longterm care homes will direct patients and > families to begin their search for care by working with their local > government home care provider. Often times this care is managed by a > combination of government employees and sub contracting agencies who bid = on > this high volume low margin business. > > Our clients typically come to us after having had a poor experience with > the government option, or more recently having been on a long waitlist fo= r > home care. As most home care brands are not widely known, clients turn to > google / word of mouth referrals to solve their needs. As the owner of > Montreal, we always invested heavily in Google ads, as well as ensuring o= ur > organic ranking dominated our competition. > > Currently, our goal is to achieve a customer acquisition cost of $3000/us= d > per start of care via google ads. As of June or CAC was closer to $4500 p= er > SOC so we have more optimizing to do. By targeting only the high net wort= h > postal codes we hope to drive this cost down. If our average client > produces lifetime revenue of approximately $18,000 the ROI is decent. By > increasing our organic ranking the return can be multiplied and this cost > is minimal (content creation, blogs, SEO and newsletters). > > What's not working at the moment is our website strategy and I hope to > address this asap (Angie is aware). We have 7 micro websites, ex: > www.homecareassistancemontreal.ca that haven't had any development work > done since the acquisitions 2-3 years ago. Therefore our organic ranking > has plummeted. We've launched www.thekey.ca but again no SEO work has > been done so this doesn't yield many leads. > > Since the loss of our HCLs the only market that has suffered is Greater > Toronto where we had 4 HCLs. This market most closely resembles the US > market in Canada. It's highly competitive and senior living referrals wer= e > proving 6-10 starts a month. They were almost always Cheetah's so overall > the revenue loss is more than offset by the savings on salaries. > > Some of our biggest referral partners are government entities. We have > Vancouver Coastal Health (VCH), which refers us 24/7 hospital discharge > cases. Some can last a few weeks, others several months. This now > represents ~40% of the Vancouver business alone. These