Aged and home care, by the numbers
Branded search growth for Australian Unity Home Health
180%
More form submissions from non-branded search
160%
More calls from non-branded search
60%
Legacy leads re-engaged for Catholic Healthcare
750
Why aged care is different
Aged care marketing for the person who isn't the customer.
Two audiences in one decision
Aged care marketing has to persuade someone who won’t receive the care. The decision-maker is usually a son or daughter choosing for a parent, balancing guilt, cost, urgency and the parent’s own wishes, while the parent needs to feel the choice respects their independence. Every page, ad, email and phone call has to work for both of them.
The Garden is an integrated marketing agency with teams in Melbourne, Sydney and Auckland, working with high-consideration brands, and no category carries more consideration than care. Run that journey through disconnected suppliers and you pay the Complexity Tax: the cost of a complex journey crossing separate systems and teams. In aged care it looks like a family who enquired on Saturday getting a call on Wednesday.
Built for the adult-child decision-maker
Enquiry-to-service journeys designed end to end
Support at Home
Home care marketing for the Support at Home era.
The decision now starts in open research
Support at Home replaced Home Care Packages on 1 November 2025, and it moved more of the provider decision into open research. Families now compare services and costs before they contact anyone, so the providers who win are the ones found first and quickest to answer the phone.
Australian Unity Home Health asked us to move from always-on advertising to a program tuned to lead quality. We rebuilt search in two stages, one for people actively choosing a provider and one for earlier research, and wrote for the person receiving care and the family influencing them. Year on year, branded search grew 180%, non-branded form submissions 160% and calls from non-branded search 60%, with non-branded impression share up 96%.
Own your branded search
Calls, not just form fills
Residential aged care
Residential aged care marketing that respects the moment.
Speed and empathy carry the enquiry
A residential enquiry is often days from a decision, made after a fall or a hospital stay. Speed and empathy carry it: same-day follow-up and a tour booked while the need is live. Behind that sits the database of past enquiries, which nobody should write off.
For Catholic Healthcare’s St Hedwig community, our Lead Convert team at our Melbourne call centre re-engaged 750 legacy leads in one month. That produced 11 appointments, 15 call-back requests, 26 qualified client actions and 2 confirmed sales, all from a database that was sitting idle. Occupancy came from leads the provider already owned.
Same-day enquiry follow-up
Occupancy from your existing database
Who we work with
A healthcare marketing agency built for care providers.
Care providers need a healthcare marketing agency that understands funding models and the scrutiny every claim attracts. These are the providers we build for.
Home care providers
Support at Home providers competing on search, clarity and response time, not directory listings.
Residential aged care
Occupancy driven by fast follow-up and the database you already own.
Integrated care operators
Groups running villages alongside care, where one resident's journey crosses both. See retirement living marketing.
Disability and NDIS providers
Participants and families choosing support under their own plan, with the same need for trust and plain answers.
How we work
One loop, run to occupancy and new clients.
The Loop, The Garden's growth loop, runs weekly against the numbers care operators manage: enquiries, tours, new clients and occupancy.
Sense
Family, search, call and sales signals in one view of where enquiries stall.
Decide
This week's highest-value fix, from response time to a suburb where search is underperforming.
Create & activate
Creative, landing pages, emails and call scripts shipped while the insight is fresh.
Learn & improve
Every campaign feeds the next, so acquisition cost falls as the system learns.
Key services
The services behind every care engagement.
Lead generation, phone sales, CRM and search, run together as one Marketing Operating System rather than four suppliers.
- Media BuyingNational TV, radio, out-of-home and digital, planned and bought as one.
Lead GenerationQualified leads reverse-engineered from your sales targets. The core of what we do.
Creative StrategyCampaign platforms and art direction that hold together on every channel.
Social Media MarketingChannel-native content and community management that compound.- CX StrategyJourney mapping and audits that find where confidence leaks.
- CRMCRM strategy, optimisation and migration your teams can trust.
The proof
Results from across retirement and care.
How The Garden rebuilt Australian Unity Home Health's search program: branded search up 180%, calls up 60% and form leads up 160% year on year.
Data-driven lead generation delivered 5,891 leads for Lifestyle Communities and cut cost per sale 44.6% across a COVID-disrupted 2020.
HubSpot-Salesforce integration and automated nurtures influenced a $12M+ pipeline for Lincoln Place, with email near-doubling benchmarks.
Pre-launch lead generation for Oak Tree Coffs Harbour: 116 leads in three months, 68.1% profiled, 7.65% conversion across Facebook and Google.
Aged care marketing questions, answered.
How do aged care providers get more enquiries?
By being visible at the moment of need and credible before it. Own your branded search, rank for the non-branded questions families ask, answer every enquiry fast and nurture the majority who are researching ahead of need. For Australian Unity Home Health that approach grew branded search 180% and calls from non-branded search 60%.
What does Support at Home mean for aged care marketing?
Support at Home replaced Home Care Packages on 1 November 2025, and it moved more of the decision into open research before a provider is contacted. Families compare services and costs online first. Search visibility and plain explanations of what you offer and how it’s funded now sit at the front door of the funnel, with fast response right behind them.
Who actually makes the aged care decision?
Usually an adult child acting for a parent, and often under time pressure after a fall or a hospital stay. Effective aged care marketing speaks to both people at once: dignity and reassurance for the older person, and clarity and logistics for the family member doing the comparing.
How is home care marketing different from residential aged care marketing?
Home care is chosen to keep someone living independently, often well before a crisis, so it rewards search visibility and clear service and cost information. Residential care is usually chosen in a narrow window after a health event, so it rewards speed: same-day follow-up and a team that answers the phone.
We have years of old enquiries. Are they worth anything?
Almost always. Catholic Healthcare’s St Hedwig community had 750 legacy leads sitting idle, and one month of structured phone re-engagement produced 11 appointments, 15 call-back requests, 26 qualified client actions and 2 confirmed sales. A cold database is usually the cheapest occupancy a provider will ever buy.
How do you keep aged care advertising compliant?
Every claim we write has to be one the provider can substantiate, and the creative has to treat older people with dignity. In practice that means plain descriptions of services and costs, with your quality or compliance team signing off before anything goes live. We don’t sell care with fear.
What our clients say
Don't just take our word for it.
Our clients love our work in aged & home care. Here's what working with The Garden feels like.
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Tell us about your services.
Home care or residential, tell us the enquiry or occupancy number you need to move.