Ad Brief: Home Care Operations Playbook

Landing page: /lp/home-care-playbook/ Topic page (SEO): /topics/home-care-playbook/ Resource page: /resources/home-care-operations-playbook.html Form: Native HTML → lead-capture Edge Function

Topic Summary

A family is keeping a loved one at home with rotating caregivers — aides, companions, family members filling shifts. The care itself is happening. The coordination isn't. Every shift change is an information handoff that doesn't happen. Provider callbacks get lost between caregivers. Medication timing lives in one person's memory. There's no written system — just a group text and one exhausted family member holding it all together.

This is a pre-customer awareness problem targeting families who are already deep in the daily logistics of home care coordination. They're not searching for "care coordination services" — they're Googling "caregiver handoff checklist" or scrolling their feed at 11 PM after another day of fielding calls from aides who don't know what happened on the last shift. The playbook meets them in that moment with something genuinely useful, earns the lead, and nurtures toward Anchor ($2,999/month) — the Anchor service where an Averyn navigator maintains this exact Care Ledger every day.

Lead Magnet: Home Care Operations Playbook

An interactive, browser-based playbook the visitor fills in on screen and prints or saves as PDF. Designed to be taped to the kitchen counter or kept in a binder that every caregiver references. Six sections:

  1. Daily Routine — Wake time, meals, medication windows, therapy, rest periods, bedtime. The full schedule any caregiver can follow.
  2. Caregiver Roster — Who's on which shift, which days, contact information, backup contacts for callouts.
  3. Medication Timing — Every medication, time, dose, notes (taken with food, hold conditions, refill dates).
  4. Provider Callback Protocol — What to do when a doctor's office calls back: who to relay to, how quickly, what to write down.
  5. Escalation Matrix — Who to call first, second, third for different scenarios: fall, missed medication, behavior change, caregiver no-show.
  6. Shift Handoff Checklist — Structured form for each shift change: what happened, what was given, what's pending, what the next caregiver needs to know.

Nothing is saved server-side. Privacy notice is prominent. The tool is genuinely useful on its own — that's the point. The gate (first name + email) earns the lead. The playbook CTA in the welcome email and the printed QR code create re-engagement loops back to the site.

Key insight: This playbook IS what an Anchor navigator maintains as a Care Ledger. The lead magnet demonstrates the work — the paid service does the work for you.

ICP Segment

Primary: Family with Rotating Caregivers (Adult Child 40–65 or Spouse 60–75)

This is the family managing daily home care operations — the person who coordinates the aides, fields the callbacks, manages the medication schedule, and carries the whole picture in their head.

Who they are:

Where they are in the funnel:

Conversion path:

Secondary: Adult Child (35–55) Setting Up a New Home Care Arrangement

An adult child in the early stages of bringing a parent home from the hospital, rehab, or assisted living — or hiring home caregivers for the first time.

Who they are:

Where they are in the funnel:

Conversion path:

Platform: Meta (Facebook / Instagram)

Why Meta

Audience Configuration

Ad Set 1: Active Family Caregivers (Primary)

Age: 40–65 Gender: All (slight female skew expected — don't restrict) Location: United States (or active service areas) Language: English

Detailed targeting — INCLUDE (OR logic, any match):

Detailed targeting — EXCLUDE:

Detailed targeting expansion: ON — let Meta optimize beyond the interest set once the pixel has enough data

Placements:

Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead')) Budget: $30–60/day. This is an Anchor play — higher value per lead justifies the spend. Scale based on CPL after 50+ leads. CPL target < $25.

Ad Set 2: New to Home Care (Secondary)

Age: 35–55 Gender: All Location: United States

Detailed targeting — INCLUDE:

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event Budget: $15–30/day. Secondary audience — test and scale if CPA is favorable. CPL target < $25.

Ad Set 3: Spousal Caregivers (Supplement)

Age: 55–75 Gender: All Location: United States

Detailed targeting — INCLUDE:

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event Budget: $15–30/day. Test and scale. CPL target < $25.

Retargeting (all segments)

Custom Audiences:

Exclude: People who already submitted the lead form (create a Custom Audience from the Lead event)

Placements: Facebook Feed + Facebook Right Column Budget: $10–20/day

Ad Concepts

Concept 1: "Does the Tuesday aide know what happened on Monday?" (Static)

Format: Single image, bold text overlay Audience: Ad Set 1 (active family caregivers) Visual: Clean, warm background — kitchen counter or table. A simple handwritten note or printed schedule, partially visible. The feeling: "this is real life, not a stock photo." Text on image: "You have 3 helpers this week. Does the Tuesday aide know what happened on Monday?" Subtext on image: "Free Home Care Playbook" CTA button: "Get the free playbook" Primary text: When you're coordinating home care with rotating caregivers, the hardest part isn't finding help — it's keeping everyone on the same page. What time is the afternoon medication? Who's calling the doctor back? What happened on the last shift? We built a free playbook that puts it all on paper. Daily routine, caregiver roster, medication timing, callback protocol, escalation contacts, and a shift handoff checklist. Fill it in. Print it. Tape it to the counter. Averyn Care provides non-clinical administrative coordination. Not medical advice.

Concept 2: "The group text isn't working." (Static — direct response)

Format: Single image, text-forward Audience: Ad Set 1 (active family caregivers), Ad Set 2 (new to home care) Visual: Clean design, bold typography. Maybe a blurred phone screen in the background with message bubbles — the universal symbol of "we're all texting but nobody knows what's happening." Text on image: "The group text isn't working." Subtext on image: "Your home care team needs a playbook." CTA button: "Get the free playbook" Primary text: You set up a group text for the caregivers. It was supposed to keep everyone aligned. Instead it's a scroll of missed messages, conflicting updates, and "wait, did anyone give Mom her 2 PM medication?" We made a free interactive playbook for families managing home care — daily routine, caregiver roster, medication timing, provider callbacks, escalation contacts, and a shift handoff checklist. Print it. Put it where everyone can see it. Averyn Care provides non-clinical administrative coordination. Not medical advice.

Concept 3: "The shift handoff" (Carousel — 4 slides)

Format: 4-slide carousel Audience: Ad Set 1, Ad Set 2 Visual: Each slide is a clean, warm card. Simple icons or gentle illustrations — not stock photos. Color-coded sections of the playbook. Slide 1 headline: "Morning aide leaves. Afternoon aide arrives. What gets lost?" Slide 2: "Medications given. Provider callbacks. Changes in routine." Slide 3: "It shouldn't depend on a phone call or a sticky note." Slide 4: "Free Home Care Playbook — 6 sections, printable, fillable." CTA button: "Get the playbook" Primary text: Every shift change is an information handoff. Most families don't have one. Our free playbook gives you a written system: daily routine, caregiver roster, medication timing, callback protocol, escalation contacts, and a shift handoff checklist. Fill it in, print it, and give every caregiver the same starting point. Averyn Care provides non-clinical administrative coordination. Not medical advice.

Concept 4: "You haven't had a weekend off in months." (Emotional — Static)

Format: Single image, emotional resonance Audience: Ad Set 1 (active family caregivers) Visual: Warm, quiet. Maybe a phone on a kitchen table, face-up, notification visible. Or a person sitting at a table, looking at their phone, cup of coffee. The feeling is exhaustion — not desperation, just the grind. Text on image: "You haven't had a weekend off in months." Subtext on image: "Not because the caregivers aren't good. Because the system is in your head." CTA button: "Get the free playbook" Primary text: You're not managing care. You're managing the coordination around the care — the schedule, the medications, the callbacks, the handoffs. And you're doing it all from memory. We built a free playbook that gets it out of your head and onto paper. Six sections. Fillable. Printable. So every caregiver who walks through the door starts with the same information — and you stop being the single point of failure. Averyn Care provides non-clinical administrative coordination. Not medical advice.

Concept 5: "Setting up home care? Start with the playbook." (Instagram Story — Secondary ICP)

Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 2 (new to home care) Frame 1: "Mom's coming home from rehab. You're hiring aides." Frame 2: "In two weeks, you'll have 3 caregivers and no system." Frame 3: "Start with the playbook. Six sections. Free." [CTA link] CTA button: "Get the playbook" Primary text: Setting up home care for a parent? Within two weeks you'll have rotating caregivers, a medication schedule, provider callbacks, and shift changes — with no written system. We made a free playbook that puts it all on paper before the chaos starts. Daily routine, caregiver roster, medication timing, callback protocol, escalation contacts, and shift handoff checklist. Averyn Care provides non-clinical administrative coordination. Not medical advice.

Design Notes for Canva