Home Care

It’s 2019 and in full sprint to the year-end finish. Soon you will launch a boomer/senior, home health tech product or service, or maybe a caregiver advisory service.  As your company gets ready to travel into battle or a booth this fall with the sound of lively pitches all around, it is time to for you to revisit this guidance. Perhaps sometime soon, your new or existing company will officially launch a new product or service, or perhaps a long-awaited, over-described and much-anticipated offering will finally ship. First read existing content and research reports on your particular market segment.  Look over this updated checklist that continues to hold true – with updated links and references. If necessary, refine tactics:

You see it in the media and hear about it with investors.  Digital Health is in its bubble of $8.1 billion in 2018,  which amounted to 8.6 % of VC investments, despite limited exit strategies – but investors love it.    Startups focused on the aging/technology space, however, receive only 0.7% of venture capital investment, including the big money ($115 million to date) that has gone to just one company.  (And that company is quietly pivoting to become a home care consolidator/platform company).  Meanwhile, over at the $30 billion (2018) home care market, a worsening shortage of workers in the midst of demand growth, is creating a recruiting near-panic among agencies, senior living firms and families, and produced.

Where the baby (or elderly family member) may be.  The WSJ investigation of Care.com has only added a level of urgency about the risky business of finding and placing caregivers in homes. Consider the Care.com CEO’s egregious assertion that "Care.com is a marketplace platform, like Indeed or LinkedIn."  Really, finding someone to watch your baby or your aging father is analogous to finding a worker to fill a job opening in your IT department or seeking a manager to fill out your org chart? And having nasty problems with convicted criminals taking on caregiving roles, with deaths occurring in multiple states, but never aggregated into a nationwide picture of a horror show, until research into incidents was done by a Stanford MBA student? Read that link, please.

2019 Technology Market Overview is online this week. When assembling the 2019 tenth anniversary version, it was apparent that this year reflects change -- in the supply-demand balance in the overbuilt senior housing market, in policy changes driving health care services into the home, in market forecasts, and in the mix of vendors who serve the market.   It's in many ways a good-news/bad-news story.  Awareness is growing about an aging demographic, working longer and with longer life expectancy than previous generations.  At the same time, the technology market continues to expand in complexity, privacy and interoperability issues, while not effectively lowering cost of access or prices of useful devices -- and not necessarily boosting the availability of training on their benefits or use.  Here are four updated premises from the 2019 Market Overview of Technology for Older Adults:

So much VC money, so little resulting change. Past venture capital investment in home care boggles the mind. It seems only yesterday that Tech-Enabled Home Care was published – including that wonderful Forbes graphic "Why VCs Care More About Home Care."  The Forbes article noted the $200 million invested just in 2016 -- with big money that year putting $60M into ClearCare, $46 million into Care.com and $42 million into Honor as next in line.  The VCs cared, all right – if that money was an indicator. But were they smart? Did they change the dynamics of the home care industry? With smaller investment that year, it's good to see that Envoy (concierge service for independent living), Kindly Care (home care agency), Caremerge (home care platform), and Seniorlink (care coordination) are in their same businesses from 2016 – and others from the period like Envoy and CareLinx received additional investment and moved forward. What happened to other Forbes rock stars?