Market Segmentation & Trends

Our primary market segment includes those patients – typically in an older age bracket – who require full care. These patients may also require other health services, such as social work and physiotherapy.

Our secondary market introduces those patients that require minimal assistance but will benefit from living in a safe community with people of a similar age. Care is still available but only as required.

Our tertiary market will be the partners of those individuals who are unable to provide the care required but would like to remain permanently with their spouse.

Market Trends

“In the old days, families just took care of families and that took care of the problem of aging, but we can no longer do that”

As mentioned in the Market Analysis, the percentage of the population over 65 is growing rapidly, thanks to better nutrition, preventative health care, and living conditions in our country over the course of the last century. At the same time, the increasing kinds of career opportunities for women, and the growing cost of health care, have contributed to a nursing shortage which threatens the quality of professionally provided care.

The new reality is that almost half the workforce is now female, meaning that most workers—male and female—have no one at home to provide care to older ailing or infirm relatives.

With an ageing market and lack of family care available, the private residential care trend is expected to continue to grow well into the middle of the century.