Home Care Health News: Right at Home Sets Sights on ‘Boomer Consumers’ with Custom Aging-in-Place Approach

As the healthcare system looks to decentralize traditional models for home care operators amid the coronavirus pandemic, Home Care Health News spoke with Right at Home to learn how they’re staying ahead of the curve. Brian Petranick, CEO and president of Right at Home, discusses how 2020 impacted business, the growth the brand saw during the pandemic, the challenges facing in-home care and why Right at Home is an essential business. He also discusses how Right at Home is adjusting its aging-in-place approach for the baby boomer generation.

“We’re starting to deal a lot more with baby boomers — and they just have very, very different demands in regard to the care they want. They’re the WebMD generation, the Google generation. They’re used to going in and searching for answers on their own. And they’re used to getting what they want,” Petranick told Home Health Care News. “We’ve already operationalized some of those changes, but there’s definitely more coming because we’re still on the leading edge of the baby boom generation. At the end of the day, they want more communication, more choice and a better experience.”

Omaha, Nebraska-based Right at Home is an international brand with over 500 domestic locations, and it recently received recognition on Entrepreneur’s 2021 Franchise 500 List.

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