Hera growth playbook

Write ten pages, one per trigger moment, each with practical steps a family can take tonight, a short explanation of how a Hero would help, and a three-question coverage check at the end. Have a Hero and a clinician review each.

Search and content are the first channels named for the role. These pages meet the "adult daughter searching at midnight" with useful help first, which matches Hera's rule that trust comes before conversion.

• Pages read as medical advice

  Practical, non-clinical guidance, reviewed by a clinician, with emergency guidance up front where relevant.

• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• Your websiteThe Guide has about 25 articles, mostly by the founders: which conditions qualify for Medicare care management, whether Medicare covers a geriatric care manager, what to do after a parent's hospital discharge, and a CMS data analysis of emergency department wait times by state.Source
• Your websiteOur Story: founded after the CEO's grandmother's dementia and the "alpha daughter" aunt who carried the care; "a care manager like this... was something only the wealthiest families could afford. Now it's a benefit covered by Medicare, one most families don't realize exists."Source

Put a three-question check on every page: which Medicare (with a picture of the red, white and blue card), which state, any chronic condition. Eligible families book a consultation slot directly; others get a short list of other resources, as the FAQ promises.

The family-experience designer is hired to design how families first meet Hera, and onboarding guides are paid to convert referrals. A self-serve check filters ineligible leads and lets eligible ones book without waiting.

• Families misidentify their Medicare type

  Show the card image and confirm during the consultation.

• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• HiringProduct Designer, Family Experience: design "the interface where families first meet Hera", a product that "doesn't exist yet", where an agent drives guidance and "humans stepping in when it matters most".Source
• HiringOnboarding Guide (Patient Enrollment), three openings including Spanish/English and Mandarin/English: "the first voice a family hears" after a doctor refers them; families "definitely don't know it's covered by Medicare"; convert referrals through paperwork, insurance verification and scheduling; paid with enrollment bonuses; "how do I get this from 2 hours to 15 minutes".Source
• Your websiteHomepage: "Get a dedicated senior care expert to handle the healthcare system, covered by Medicare"; "90% of clients pay $0 out of pocket"; Heroes are social workers, registered nurses and therapists; "the 1000+ families we've served"; "95% of families stay with us"; the main call to action is "Talk to Hera".Source

Add a simple table under the $0 claim: with Medigap, with Medicaid, with Original Medicare only, and what each usually means for the monthly cost, plus "we confirm your exact cost in the consultation".

The growth role is told never to trade trust for conversion, and a surprise bill is the fastest way to lose a family and a referring doctor. Clear cost also removes a common hesitation for adult children paying attention to every dollar.

• "Free" language can raise beneficiary inducement questions

  Describe coverage facts, never waivers of coinsurance, and have counsel approve the wording.

• Your websiteHomepage: "Get a dedicated senior care expert to handle the healthcare system, covered by Medicare"; "90% of clients pay $0 out of pocket"; Heroes are social workers, registered nurses and therapists; "the 1000+ families we've served"; "95% of families stay with us"; the main call to action is "Talk to Hera".Source
• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source

Give partner teams a one-page referral sheet with a QR code to a referral form, a two-sentence script ("covered by Original Medicare, a dedicated person who handles the follow-through"), and a confirmation back to the referrer when the family is enrolled.

The Partnerships role owns the health system referral engine. Making a referral take 30 seconds, and closing the loop with the referrer, is what turns occasional referrals into a habit.

• Referral incentives raise anti-kickback questions

  No payments or gifts to referrers; information and convenience only.

• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source
• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source
• HiringOnboarding Guide (Patient Enrollment), three openings including Spanish/English and Mandarin/English: "the first voice a family hears" after a doctor refers them; families "definitely don't know it's covered by Medicare"; convert referrals through paperwork, insurance verification and scheduling; paid with enrollment bonuses; "how do I get this from 2 hours to 15 minutes".Source

Add organization schema with sameAs links, claim a Google Business Profile for the New York office, use "Hera senior care" or "Hera Medicare care" in titles and referral materials, and buy the brand phrase in search to protect it.

Doctor referrals are the main channel, and a family who searches and lands on an energy company is lost. This is a few hours of work that protects the channel the company is built on.

• Knowledge graph changes are slow

  Rely on the descriptive phrase in referral materials meanwhile.

• programmable.infoSite facts: a 46-page Framer site with Google Tag Manager only (no product analytics found); 25 guide articles and 6 FAQ pages; YouTube has 122 subscribers and 9 videos. Google's knowledge graph and news results for "Hera" point to Hera Group, an Italian utility (98 news mentions in 30 days).Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source

Translate the homepage, eligibility FAQ and the three most-read guides into Spanish and Chinese (reviewed by native speakers, not machine output alone), with a phone number routed to the bilingual guides.

Many Medicare families in New York, California, Texas and Florida (all served states) prefer another language. In-language pages and phone support remove the first barrier and use the guides being hired.

• Translation errors on coverage details

  Native review and compliance check of the eligibility page.

• HiringOnboarding Guide (Patient Enrollment), three openings including Spanish/English and Mandarin/English: "the first voice a family hears" after a doctor refers them; families "definitely don't know it's covered by Medicare"; convert referrals through paperwork, insurance verification and scheduling; paid with enrollment bonuses; "how do I get this from 2 hours to 15 minutes".Source
• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• HiringCareers page: 12 open roles: six on the founding team (Growth Marketer, Partnerships, BizOps, Engineer, Recruiter, Product Designer for the family experience), three onboarding guides (two bilingual), two clinical (Chief Medical Officer, a 50-state licensed telemedicine physician) and Heroes.Source

Measure days and touches from referral to first Hero appointment, remove steps (pre-filled forms from the referral, e-signature, same-day coverage check), and share the median with referring partners monthly.

Referrals are most of the business, so referral conversion is the biggest lever. Partners refer more when they see families get help quickly.

• Speed pressures guides to skip consent steps

  Consent and eligibility checks stay mandatory; automate around them.

• #4 A discharge-planner referral kit for social workers and nurses at partner health systems

• HiringOnboarding Guide (Patient Enrollment), three openings including Spanish/English and Mandarin/English: "the first voice a family hears" after a doctor refers them; families "definitely don't know it's covered by Medicare"; convert referrals through paperwork, insurance verification and scheduling; paid with enrollment bonuses; "how do I get this from 2 hours to 15 minutes".Source
• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source
• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source

Make the community event part of every state launch: partner with a health system and a senior organization in the launch city, hold an event that celebrates older adults, invite local press, and use it to meet referring clinicians.

The Partnerships and Growth roles are both asked for distinctive, original tactics. Events that local news covers build trust with families and referrers at the same time, at the moment Hera enters a market.

• Events feel like marketing to vulnerable people

  Make the event about the participants, with no sales at the event.

• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source
• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source
• Search resultsSeries A coverage (June 2026): $27M led by Bain Capital Ventures with Accel and IA Ventures; 1,000+ families served with 95% retention; expansion into California, Florida, Maryland, Pennsylvania and Massachusetts and "25+ states by year-end"; the AI platform is called Juno.Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source

Run search on trigger and benefit queries ("care manager for elderly parent", "Medicare care coordination", "help after parent hospital discharge") in served states, sending traffic to the trigger pages and eligibility check, with call tracking and cost per enrolled family as the only success metric.

It shows within weeks whether direct-to-family can be a real second channel next to referrals, which is the question the Founding Growth Marketer is hired to answer.

• Health ad policies restrict targeting

  Keyword targeting only, no health-based audiences.

• #1 Ten "trigger moment" pages written in the words families search ("dad was just discharged", "mom keeps falling")
• #2 A three-question eligibility check (Original Medicare, state, chronic condition) in place of "Talk to Hera"

• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• programmable.infoSite facts: a 46-page Framer site with Google Tag Manager only (no product analytics found); 25 guide articles and 6 FAQ pages; YouTube has 122 subscribers and 9 videos. Google's knowledge graph and news results for "Hera" point to Hera Group, an Italian utility (98 news mentions in 30 days).Source

Offer HR and benefits teams at large employers in served states a caregiving resource: an internal page, a lunch-and-learn and a dedicated referral line for employees whose parents have Original Medicare. Start with partner health systems as employers.

It reaches adult children at work, through a trusted channel, at no cost to the employer, which makes the yes easy. Partner health systems are large employers already familiar with Hera.

• Employees' parents are on Medicare Advantage

  Say clearly that only Original Medicare qualifies today.

• Your websiteOur Story: founded after the CEO's grandmother's dementia and the "alpha daughter" aunt who carried the care; "a care manager like this... was something only the wealthiest families could afford. Now it's a benefit covered by Medicare, one most families don't realize exists."Source
• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source

Build a recurring pipeline: partnerships with schools of social work (field placements and alumni lists), NASW chapter job boards and events in each launch state, a referral bonus for current Heroes, and a public "what it's like to be a Hero" page with real Hero stories.

The Founding Recruiter is hired for exactly this, and each Hero adds capacity for a caseload of families. Without supply, demand work in new states only creates waitlists.

• Quality drops as hiring speeds up

  Keep the bar and training; measure family satisfaction per Hero.

• Hiring"The bottleneck isn't demand, it's supply. There aren't enough experts to serve every family who needs us." Hera Heroes are 1099, remote, $30 to $60 an hour, with an LMSW, LCSW or RN a plus.Source
• Search resultsSeries A coverage (June 2026): $27M led by Bain Capital Ventures with Accel and IA Ventures; 1,000+ families served with 95% retention; expansion into California, Florida, Maryland, Pennsylvania and Massachusetts and "25+ states by year-end"; the AI platform is called Juno.Source
• HiringCareers page: 12 open roles: six on the founding team (Growth Marketer, Partnerships, BizOps, Engineer, Recruiter, Product Designer for the family experience), three onboarding guides (two bilingual), two clinical (Chief Medical Officer, a 50-state licensed telemedicine physician) and Heroes.Source

Write and run one launch checklist: health system targets, Hero capacity, state Medicaid and benefits guide content, a state page, the community event, local press, and a go-live review, with a scorecard comparing each launch to the last.

The BizOps role exists to make execution repeatable. A checklist turns lessons from New York into a playbook, so each new state launches faster and better.

• Launching faster than Hero supply

  Capacity check is a go/no-go item.

• #8 Open each new state with a community event, the way the art show and Encore worked in New York
• #11 A Hero recruiting engine through schools of social work and NASW chapters in each launch state

• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• Search resultsSeries A coverage (June 2026): $27M led by Bain Capital Ventures with Accel and IA Ventures; 1,000+ families served with 95% retention; expansion into California, Florida, Maryland, Pennsylvania and Massachusetts and "25+ states by year-end"; the AI platform is called Juno.Source
• HiringTelemedicine Physician, 50-State Licensed (Geriatric Care) and a Chief Medical Officer, both posted July 2026 for the national expansion.Source
• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source

Let the main contact invite siblings and other relatives to receive the Hero's updates (with the parent's consent), and add a simple "know someone going through this?" share link in each update.

The family-experience designer owns this surface. Shared updates raise retention (more of the family sees the value) and create referrals from people already living the problem.

• Sharing health information with relatives

  Explicit consent from the parent, per relative, under HIPAA rules.

• Your websiteOur Story: founded after the CEO's grandmother's dementia and the "alpha daughter" aunt who carried the care; "a care manager like this... was something only the wealthiest families could afford. Now it's a benefit covered by Medicare, one most families don't realize exists."Source
• HiringProduct Designer, Family Experience: design "the interface where families first meet Hera", a product that "doesn't exist yet", where an agent drives guidance and "humans stepping in when it matters most".Source
• Your websiteHomepage: "Get a dedicated senior care expert to handle the healthcare system, covered by Medicare"; "90% of clients pay $0 out of pocket"; Heroes are social workers, registered nurses and therapists; "the 1000+ families we've served"; "95% of families stay with us"; the main call to action is "Talk to Hera".Source

Publish one data guide a month from public CMS and state sources, broken down by served state: for example, hospital readmission rates, home health agency ratings, or Medicaid home care waiting lists, each with what families can do about it.

It builds search authority for a small site, gives local reporters a reason to mention Hera in each new state, and matches the growth role's brief to educate the market.

• Data misread

  Publish the method and source tables.

• Your websiteThe Guide has about 25 articles, mostly by the founders: which conditions qualify for Medicare care management, whether Medicare covers a geriatric care manager, what to do after a parent's hospital discharge, and a CMS data analysis of emergency department wait times by state.Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• Search resultsSeries A coverage (June 2026): $27M led by Bain Capital Ventures with Accel and IA Ventures; 1,000+ families served with 95% retention; expansion into California, Florida, Maryland, Pennsylvania and Massachusetts and "25+ states by year-end"; the AI platform is called Juno.Source

Send each referring practice a quarterly, consented summary: patients referred and enrolled, what Heroes did (appointments kept, medications reconciled, benefits secured), and any events the practice should know about. Report only what is measured.

It turns a referral into a relationship, gives the Chief Medical Officer a reason to talk to every partner, and creates the outcome evidence a health system needs to expand the partnership.

• Overstating outcomes

  Report activities and measured events only, no causal claims.

• #7 Cut time from doctor referral to first Hero appointment, and publish the number to referrers

• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source
• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source
• HiringTelemedicine Physician, 50-State Licensed (Geriatric Care) and a Chief Medical Officer, both posted July 2026 for the national expansion.Source

Contract with one MA plan in New York as a care management partner (paid per member or as a delegated program), prove the model on that plan's members, then add plans state by state.

It roughly opens the other half of the market, turns ineligible leads into eligible ones, and gives Hera a second payer and a plan partner that can refer members directly.

• Plans want outcome guarantees

  Start with a pilot on agreed, measurable activities.

• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• Search resultsSeries A coverage (June 2026): $27M led by Bain Capital Ventures with Accel and IA Ventures; 1,000+ families served with 95% retention; expansion into California, Florida, Maryland, Pennsylvania and Massachusetts and "25+ states by year-end"; the AI platform is called Juno.Source
• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source

Publish a city-by-city directory of local services (home care agencies, adult day programs, transport, Medicaid help) with notes Heroes can stand behind: responsiveness, languages, what families said. Each listing links to the eligibility check.

It turns internal knowledge into acquisition content no competitor can copy, and it demonstrates exactly what a Hero does before a family signs up.

• Providers dispute notes

  Factual notes only, a right of reply and a correction process.

• #1 Ten "trigger moment" pages written in the words families search ("dad was just discharged", "mom keeps falling")

• Your websiteHomepage: "Get a dedicated senior care expert to handle the healthcare system, covered by Medicare"; "90% of clients pay $0 out of pocket"; Heroes are social workers, registered nurses and therapists; "the 1000+ families we've served"; "95% of families stay with us"; the main call to action is "Talk to Hera".Source
• Search resultsSeries A coverage (June 2026): $27M led by Bain Capital Ventures with Accel and IA Ventures; 1,000+ families served with 95% retention; expansion into California, Florida, Maryland, Pennsylvania and Massachusetts and "25+ states by year-end"; the AI platform is called Juno.Source
• Hiring"The bottleneck isn't demand, it's supply. There aren't enough experts to serve every family who needs us." Hera Heroes are 1099, remote, $30 to $60 an hour, with an LMSW, LCSW or RN a plus.Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source

Work with one partner health system to add a Hera referral to the discharge workflow in its EHR (an order or a structured referral), with eligibility pre-screening from the record and status sent back to the care team.

It makes Hera the default for eligible patients at discharge, the moment families are most overwhelmed, and it is the deepest form of the health system referral engine the Partnerships role owns.

• Health system IT queues are long

  Start with a structured referral form inside existing tools before a full integration.

• #4 A discharge-planner referral kit for social workers and nurses at partner health systems
• #15 A quarterly report to referring physicians on what happened to the patients they sent

• HiringJob posts: "raised $34M from Accel and Bain Capital Ventures and 10x'd revenue over the last 6 months organically through close partnerships with Weill Cornell, NYU Langone, UCSF, USC, and Mount Sinai"; geriatrics leaders at Weill Cornell and NYU Langone are clinical advisors; an art show for an 88-year-old artist went viral.Source
• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source
• HiringOnboarding Guide (Patient Enrollment), three openings including Spanish/English and Mandarin/English: "the first voice a family hears" after a doctor refers them; families "definitely don't know it's covered by Medicare"; convert referrals through paperwork, insurance verification and scheduling; paid with enrollment bonuses; "how do I get this from 2 hours to 15 minutes".Source

Publish a weekly email and short video: one caregiver's story (with consent), one practical tip from a Hero, one benefit most families miss. Grow it through the trigger pages and partner hospitals.

It builds an owned audience of the exact buyer, in Hera's distinctive voice, and keeps Hera in mind for the moment a parent's situation changes.

• Stories expose family details

  Consent, name changes on request and review before sending.

• Your websiteOur Story: founded after the CEO's grandmother's dementia and the "alpha daughter" aunt who carried the care; "a care manager like this... was something only the wealthiest families could afford. Now it's a benefit covered by Medicare, one most families don't realize exists."Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• programmable.infoSite facts: a 46-page Framer site with Google Tag Manager only (no product analytics found); 25 guide articles and 6 FAQ pages; YouTube has 122 subscribers and 9 videos. Google's knowledge graph and news results for "Hera" point to Hera Group, an Italian utility (98 news mentions in 30 days).Source

Recruit community partners in New York first: a Hero runs a monthly benefits clinic on site ("is your Medicare covering what it could?"), with a simple referral path and materials in the community's languages.

It reaches families before a crisis, in trusted settings, and fits Hera's style of growth through presence rather than ads.

• Seen as soliciting vulnerable people

  Run clinics as education, invited by the partner, with no sign-up pressure.

• HiringFounding Partnerships (Evangelist): "own the health system referral engine", convincing geriatricians, social workers, nurses, population health leaders and health system executives; outreach in New York, New Jersey and the national expansion; a talent show called Encore for older performers was "a community event that's also a partnership wedge".Source
• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• HiringOnboarding Guide (Patient Enrollment), three openings including Spanish/English and Mandarin/English: "the first voice a family hears" after a doctor refers them; families "definitely don't know it's covered by Medicare"; convert referrals through paperwork, insurance verification and scheduling; paid with enrollment bonuses; "how do I get this from 2 hours to 15 minutes".Source

Write a page and an email sequence for long-distance caregivers ("your parent is in Florida, you're in Chicago"), target search by query rather than location, and make sure the eligibility check asks where the parent lives, not the visitor.

Long-distance caregivers have the strongest need for someone local to do the legwork, and they are easy to miss with location targeting. It is a cheap test of a distinct segment.

• Parent consent is harder from a distance

  Guides set up a call with the parent early.

• #2 A three-question eligibility check (Original Medicare, state, chronic condition) in place of "Talk to Hera"

• HiringFounding Growth Marketer: "Today, we meet most of them through their doctors", but "millions of families never receive that introduction"; families "don't know the category exists, don't know what to search for"; they search "mom keeps falling", "dad was just discharged from the hospital"; build "direct-to-family channels across search, content, community, social"; "You'd never trade long-term trust for a short-term conversion".Source
• Your websiteEligibility FAQ: a parent qualifies with Original Medicare (not Medicare Advantage), a chronic condition and residence in one of 12 states (NY, CA, TX, FL, NJ, MD, PA, MA, CT, GA, IN, NE); services are billed as Medicare Chronic Care Management (CCM); Medicaid or a Medigap plan "typically covers the standard Part B coinsurance"; Hera is "working to accept MA plans soon".Source
• Your websiteOur Story: founded after the CEO's grandmother's dementia and the "alpha daughter" aunt who carried the care; "a care manager like this... was something only the wealthiest families could afford. Now it's a benefit covered by Medicare, one most families don't realize exists."Source