The researcher may not be the customer
Adult children, carers, coordinators and participants can all influence the decision, often with different questions and levels of urgency.
Aged Care and Disability Digital Marketing and Lead Generation
Be there when care is needed.
Choosing care can involve months of research and several people, then suddenly become urgent. I help providers reach families and participants, answer the questions that matter and guide suitable enquiries towards services they can deliver.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation
Work directly with Matt Gatley · Gold Coast, Australia · Clients worldwide
The digital marketing challenges
An enquiry doesn’t tell you the whole story.
Someone researching for a parent may need information long before funding is ready. Another person may need support now, in a location where your team is already at capacity. Treating those enquiries alike makes life harder for everyone.
I help marketing and intake teams use what they know about need, funding and availability to give people a more useful next step.
Funding creates hidden stages
Assessment, plan status, package level and funding availability determine when an enquiry can become a service start.
Coverage is not the same as capacity
A provider may technically serve an area while lacking the staff, accommodation or specialist capability for that person.
Urgency changes quickly
A long research period can become an immediate placement or support need after a health, family or housing change.
Nurture needs useful context
Generic email sequences miss the practical information families and participants need at each funding and decision stage.
Enquiry volume masks service starts
Marketing can appear efficient while intake teams reject, waitlist or lose most leads before care begins.
Who this is for
Who I help in aged care and disability.
This work is most useful where the route from research to care is long or irregular and marketing needs to coordinate with intake, funding and real service availability.
Aged care and living
- Home care providers
- Residential aged care
- Retirement living
- Aged care placement
- Care comparison services
Disability services
- NDIS providers
- Support coordination
- Plan management
- Supported accommodation
- Community participation providers
Care-enabling services
- Allied health providers
- Mobility and accessibility
- Home modification providers
- Assistive technology
- Care matching platforms
Where the customer journey gets difficult
Assessment, funding and capacity create distinct conversion paths.
I map the real stages for each service model and select outcomes that distinguish research from readiness, eligibility, provider fit and commenced care.
Home care
- 01Enquiry
- 02Assessed
- 03Package ready
- 04Care started
Package status, level, timing and local workforce capacity can all delay a suitable service start.
Residential care
- 01Research
- 02Assessment
- 03Tour or match
- 04Placement
Family readiness, care requirements and room availability shape the journey more than a brochure request.
NDIS supports
- 01Enquiry
- 02Plan checked
- 03Matched
- 04Service started
Funding category, participant goals, location and support capability determine whether a lead can progress.
Matching services
- 01Need captured
- 02Providers matched
- 03Accepted
- 04Placement
Provider response, duplicate status and eventual placement matter more than a completed matching form.
A joined-up acquisition system
How the marketing fits together.
Families and participants need different information at different stages. The advertising, website and follow-up should help them understand the options and reach the right intake team when they are ready. I work with your people to make that happen.
Meet urgent and specific needs
Capture service, funding and location-led searches while separating immediate care needs from early information seeking.
Reach families and networks
Use paid social to educate carers, families and participants before they are ready to search for a named provider.
Explain a difficult pathway
Provide clear guidance on assessments, funding, service options, availability and the practical next step.
Capture serviceability early
Collect enough information about need, location, funding and timing to route enquiries without creating avoidable friction.
Support changing readiness
Nurture people according to assessment, funding and decision stage while keeping intake teams focused on actionable demand.
Optimise toward care starts
Feed assessed, accepted, placed and commenced outcomes back into reporting and acquisition decisions.
Work directly with Matt Gatley
You work directly with me.
I’m Matt Gatley, founder of We Know Growth and a senior digital marketing expert. My background spans advertising, data, products and sales, with more than 20 years of experience and $350m+ in managed advertising spend.
I’ll take the time to understand how your business wins customers, then work with you on what needs attention. You can ask me about the detail, challenge a recommendation or talk through a decision as the work develops.
Meet MattWays to work together
A few ways we can work together.
If you’re not sure where to start, we can talk it through. An audit helps when the cause is unclear; management or advisory may be more useful when you already know the help you need.
Find what to fix
Growth audit
I investigate what’s happening and explain which changes deserve attention first, with a plan for your team to work from.
Explore the audit Improve acquisitionPaid advertising management
I take care of the campaigns and review what happens to the enquiries, so we can judge the advertising by the business it brings in.
Explore management Get senior directionGrowth advisory
I help you review results and work through recommendations while your team or agency continues to deliver the work.
Explore advisoryCheck your starting pointLead profitability calculator Measurement readiness audit
Straight answers
Aged Care and Disability marketing questions.
A few questions you may have before we talk.
How is aged care and disability marketing different from general healthcare marketing?
The researcher may not be the eventual customer, and assessment, funding, provider coverage and capacity can sit between the first enquiry and care. Measurement and nurture therefore need to reflect readiness and serviceability, not only clinical interest.
How can providers separate early research from actionable enquiries?
Use respectful questions about need, location, funding stage, timing and service type, then connect those answers with intake outcomes. The goal is useful routing and support—not making vulnerable people repeat unnecessary information.
Which outcomes should aged care or NDIS providers measure?
Useful stages can include assessed, funding ready, serviceable, accepted, placed and service commenced. The right combination depends on volume, data reliability and how long each journey takes.
Can paid social work when the journey is very long?
Yes. Paid social can educate families, carers and participants before active provider search begins. Its contribution should be assessed alongside nurture and later care outcomes rather than only last-click leads.
How should provider capacity influence advertising?
Campaign coverage, budgets and routing should reflect the services and locations that can accept demand now or within a useful window. Capacity data does not need to be perfect, but it must be good enough to avoid systematically generating unusable enquiries.
What is the best first engagement?
A growth audit is usually appropriate when the issue could sit across targeting, funding-stage data, intake, nurture, capacity or measurement. It produces a ranked plan before any channel is scaled.
Start with a conversation
Where are people getting stuck?
Tell me about the people you’re trying to reach and what happens when they enquire. We’ll discuss how marketing and intake could work better together, with your funding requirements and service capacity in mind.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation