Helpling Singapore: Reigniting Growth in the Elder Care Business

Helpling Case Study: Reigniting Growth in the Elder Care Business

Project Overview
As a marketing/business consultant, I was tasked with developing a 12-18 month strategy to reignite growth for Helpling Singapore’s newly expanded Elder Care business. Despite experiencing an impressive 25% month-over-month growth early on—with monthly revenues peaking at around $250K—the business faced a slowdown, prompting the need for a fresh, targeted approach.

Challenge and Objectives

• Challenge:
  Helpling Singapore, known for its dominance in the home cleaning market, had leveraged existing channels such as Google SEM and organic leads from its home cleaning business to attract elder care customers. However, these channels reached their limits, and the business needed to diversify its marketing mix to drive additional demand.
• Objectives:
  • Reposition the brand as a trusted, flexible elder care provider.
  • Enhance credibility through customer testimonials and third-party reviews.
  • Differentiate on affordability and flexibility, emphasizing customizable care plans.
  • Leverage digital channels, including video marketing and targeted social media, to build emotional connections and expand reach.
  • Maximize growth within a $2M budget, focusing solely on driving customer demand.

Strategic Approach
To address these challenges, my strategy incorporated several key initiatives:

1. Refined Brand Messaging
   • Repositioned Helpling Singapore’s elder care service to emphasize trust, flexibility, and a user-first experience.
   • Developed messaging that resonated with both recurring customers (55% of revenue) and short-term, high-value care seekers.
2. Enhanced Credibility and Trust
   • Integrated verified customer testimonials and collaborated with third-party review platforms.
   • Created case studies and success stories to showcase real-life impact and reliability.
3. Digital Marketing Optimization
   • Expanded beyond Google SEM to include SEO and targeted social media campaigns.
   • Developed video marketing and storytelling content to create an emotional connection, driving engagement and reinforcing brand values.
4. Customized Care Plans & Differentiation
   • Highlighted the affordability and flexibility of care plans, making it easier for potential customers to see the benefits of a tailored service.
   • Focused on addressing disruptions in recurring revenue due to unpredictable events, such as hospitalizations.
5. Budget Allocation and ROI Focus
   • Formulated a detailed budget allocation plan within the $2M cap, ensuring optimal spend across digital channels and creative production.
   • Established key performance indicators to track lead generation, conversion rates, and overall customer acquisition costs.

Key Takeaways and Impact

• Brand Transformation: The repositioning efforts helped transform Helpling from a familiar home cleaning leader into a trusted name in elder care.
• Digital Expansion: By broadening the digital marketing mix, the strategy aimed to reach untapped audiences while maintaining a strong connection with existing customers.
• Sustainable Growth: The integrated approach of enhanced credibility, targeted marketing, and customizable care plans set the stage for renewed growth, even as the market matured.
• Consultative Insight: This project underscored the importance of adapting proven strategies from one sector (home cleaning) to another (elder care), demonstrating the value of cross-industry innovation.

This case study exemplifies my ability to blend strategic planning with creative execution to drive business growth, making it a standout addition to my portfolio.