15
months from initial engagement to new product launch
100+
personalized care plan options from 10+ unique vendors integrated into one platform
88%
of users said they could see themselves using the platform daily or weekly
A personalized solution that gave caregivers the tailored, trusted support they needed
Situation
Finding a foothold in the US care system
Leadership at the global organization recognized a rapidly growing 56 to 74 age group, which presented a significant opportunity. The company’s knowledge in sustainable aging practices emerged as a potential solution to the pressing need for caregivers and caregiver support, prompting the organization to reinvent their business model and leverage their extensive knowledge for a new market.
Despite the complexity and scale of this undertaking, the company was committed to adapting and innovating, starting with digital solutions that can support working caregivers. The team envisioned a platform that addressed pain points — including the sudden, and often overwhelming reality of stepping into a caregiving role for a loved one without clear guidance. Company leadership also wanted to offer tools, resources and professional guidance at each step in the caregiver’s journey. The goal was to leverage technology to help individuals maintain independence and promote healthy aging for all.
Responding to demographic changes that thrust adult caregivers in the spotlight
As baby boomers age, the stateside caregiving crisis deepens. Often with no training or support, many adults are thrust into caregiving roles for loved ones, managing healthcare, legal and financial needs. Navigating the complex healthcare system can be tough, especially for full-time workers suddenly juggling new responsibilities without the assistance they need. Meanwhile, demand for professional caregivers vastly outstrips supply, putting more pressure on family members to manage logistics and advocate for loved ones. Case in point: In a 12-month span, 42 million people in the US provided unpaid care to another adult. With Americans 65 and older soon outnumbering those under 18, millions of working adults may struggle to balance personal needs with caregiving — which is where the team set out to make a difference.
Solution
Fulfilling a vision for support
With a focus on US caregivers' needs, the team set out to evolve its international operating model and help drive growth. The global company recognized that interactive, cloud-based digital assets were key to expanding markets, enhancing customer experiences and boosting loyalty. Their focus was a new virtual platform designed for the millions of US residents caring for aging loved ones. To bring this vision to life, the team worked with PwC to pinpoint the target audience, craft a solution, build a platform and launch a powerful go-to-market strategy.
PwC’s deep cross-industry knowledge helped kickstart the groundwork and enabled speed to market. The PwC team assembled a working group with experience across its customer transformation, enterprise strategy and value, cloud and digital, data privacy, healthcare, insurance, innovation and cyber security functions. By gathering a cross-functional team and developing clear benchmarks along the way, PwC helped the client achieve its ambitious, holistic vision and implement cloud at scale.
The result of that vision: A digital portal offering caregivers educational resources, a marketplace of support services (in-home care, legal services, meal prep, home upkeep) and self-guided tools to create personalized plans and stay organized. It also matched users with qualified care advisors for personalized support.
Defining market opportunity
The collaborative team conducted extensive market research to define the target customer, focusing on real-life pain points. The team discovered that caregivers often struggle with confusing and conflicting information regarding medical, legal and financial options. Many lack confidence in their decisions and feel frustrated by overlapping systems and multiple providers. Coordinating care and communication among family members, especially from a distance, adds to their stress.
Insights gathered from caregivers helped inform the product strategy and value proposition, revealing a handful of key components. This included guidance, help with coordination, personalized coaching, community support and a vetted marketplace of providers and healthcare products. Given that the average caregiver supports an aging relative for five to seven years, effectively addressing these pain points could engage new customers — and make a difference in the lives of millions.
While developing and designing intuitive user interfaces, PwC collaborated with the global organization to create a compelling go-to-market plan targeting US employers that offer health insurance. With only 20% of companies with 100+ employees providing caregiver support, this new product could disrupt the market and become a valuable differentiator.
Building the solution: A unique care management platform
After conducting initial market analysis and settling on an ideal solution, the team needed to select a developer to build the platform. They decided on Salesforce, based on flexibility, modern technology and speed to market. Together, Salesforce and PwC provided priority features and custom-built capabilities to enable scaling.
Through rigorous testing and feedback, the Salesforce team worked with PwC to design a user experience to suit caregiver needs. The result was an easy-to-use platform combining educational resources, coordination tools, community features and a marketplace of products and programs. For instance, caregivers could use the tool to communicate with care teams, track facilities and providers, compare products or learn about legal and financial options. It also offered one-on-one professional counseling sessions to provide recommendations and emotional support.
Going to market: A new benefit for US employers
With the platform built, PwC helped initiate a holistic go-to-market strategy for the tool’s inventive service-oriented connected ecosystem. The client’s sales team targeted large companies with more than 1,000 employees, focusing on employers that already offered health and retirement benefits.
As 68% of caregivers have reduced hours, taken leave or quit — costing businesses billions annually per AARP — integrating this platform into benefit packages equipped employees with the assistance they needed to stay engaged, boosting retention, helping reduce absences and increasing productivity.
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Results
A new market, a new caregiving horizon
With help from PwC, the global organization successfully reimagined its caregiver-focused business model for a new market. In just 15 months after the beginning of the engagement, the new platform successfully launched in the US.
The flexible, Salesforce-based platform seamlessly integrated 10+ vendor partners and over 100 personalized care items, from prescription management to one-on-one coaching, empowering caregivers to make informed decisions about healthcare, housing and legal matters.
The digital tool's intuitive design, personalization, extensive resource library and useful features quickly won over users. In a customer survey, 88% of respondents said they could see themselves using the tool daily or weekly, saving an estimated two to four hours each week. The platform also paved the way for future innovations, such as AI integrations, to enhance personalization, which set a new standard in digital transformation for senior care.
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