TCare
Receiving a care plan is just one step in a caregiver’s relationship with TCARE. People caring for aging, ill, or disabled loved ones often have a lot to manage and little time to seek help for themselves. Even with a plan in hand, they may be unsure how to get started, whether they’re making progress, or who to contact when something changes.
TCARE needed communications that made ongoing support easier to understand and access. Caregivers needed practical help with their plans, encouragement along the way, and reminders to reconnect as their needs changed. Each message needed to feel personal and give them a clear next step without adding to their workload.
I worked with the digital and marketing teams to understand TCARE’s communication needs and develop messaging for an ongoing caregiver engagement campaign. Through personalized emails and companion social posts, caregivers received assistance putting their plans into practice, acknowlegment of their progress, and invites for them to return for reassessment when their circumstances changed.
Each email included the caregiver’s name, references to their loved one, and a signoff from their assigned TCARE specialist. These details helped each message feel more personal, adding to continuity of the caregiver-specialist relationship. Care-plan guidance offered practical steps, while reassessment emails gave caregivers an opportunity to share new concerns and ask for adjustments to their support.
Consistent formatting and TCARE’s visual identity combined with clear sections made more detailed guidance easier to follow. Calls to action helped recipients find what they needed, whether that was a resource, a conversation with their specialist, or a reassessment.
The campaign helped increase caregiver engagement by making TCARE’s ongoing support more visible, personal, and easy to access. Practical guidance, progress check-ins, and reassessment reminders gave caregivers clear reasons to stay connected after receiving their care plans and encouraged them to reach out as their needs changed.
Caregiver surveys also showed consistently higher satisfaction ratings over time. That sustained improvement suggested a better experience across the ongoing relationship, with caregivers feeling more supported beyond their initial assessment.