How One Long Term Care Staffing Agency Stopped Chasing Clients and Started Attracting Them
Most marketing firms talk about tactics. We help our clients see the bigger picture.
John, the CEO of a long-term care (LTC) staffing agency, sat across from me, frustrated. “We’re doing everything — ads, cold outreach, even networking at events — but it’s not working the way it used to. Facilities aren’t responding like they did before. Something has changed.”
He wasn’t wrong. The industry was shifting beneath his feet, but it wasn’t just about competition. The market itself had transformed. Private equity firms were rapidly acquiring LTC facilities, altering how staffing decisions were made. What worked before wasn’t going to cut it anymore.
The Hidden Market Forces Shaping Demand
We dove into the data. Private equity’s increasing presence in LTC facilities meant one thing: cost optimization. These firms weren’t just running healthcare businesses; they were running financial models. Their decisions on hiring, patient care, and facility operations were driven by profitability — short-stay patients over long-term residents, lean staffing models over full-time teams, and outsourced labor over in-house hires.
For John, this wasn’t just an industry trend. It was an opportunity to shift his approach.
Reframing the Strategy: From Reactive to Proactive
🔍 Understanding Private Equity’s Staffing Needs
Instead of marketing to every LTC facility, we identified a niche — newly acquired private equity-owned facilities. These were the facilities struggling with staffing disruptions and compliance concerns.
🎯 Positioning John’s Agency as a Strategic Solution
We changed the messaging. Instead of generic promises about great nurses, we emphasized how his agency helped facilities:
- Maintain high-quality patient care despite cost-cutting measures
- Avoid regulatory scrutiny by ensuring proper nurse-to-patient ratios
- Balance cost-efficiency with operational effectiveness using flexible workforce solutions
🚀 Results? More Qualified Clients, Less Wasted Effort
Instead of chasing lukewarm leads, John’s agency started landing deals with facilities that urgently needed their services. By speaking directly to the pain points created by industry shifts, his business didn’t just survive — it became a go-to staffing partner for an evolving LTC industry.
The Bigger Picture of Marketing
Most marketing firms focus on tactics — ads, SEO, email campaigns. But tactics without strategy? That’s just noise. Real marketing is about understanding industry forces, identifying opportunities, and positioning businesses to win.
This is what we do. We help our clients make sense of what’s happening in their industries, spot opportunities, and position themselves for success.
If you’re tired of throwing marketing dollars at tactics without a plan, let’s talk. Schedule a consultation today, and let’s explore how we can help you stay ahead of industry shifts and attract the right clients.
