Communication strategy for a Quebec home-care leader expanding into the private market.
Bien Chez Soi had built a strong, trusted performance in public home-care contracts but the next chapter of growth was in the private market, where the rules of the game are completely different. Public contracts are won on credentials. Private demand is won on trust, differentiation, and conversion. The challenge was finding the one true thing the brand could own in a category where every competitor sounds the same: we take care of your loved ones.
Where placement agencies rotate caregivers and treat home care as a service, Bien Chez Soi matches each person with a bienveillant, a single, consistent companion chosen for the beneficiary's needs and personal interests. That's not a service feature. That's the whole brand. We rebuilt the communication strategy around it. A sharper proposition, a new conversion funnel, and a single line that turns home care into something warmer and more human: l'aide à domicile, c'est bien. Avec un complice qu'on aime retrouver, c'est Bien Chez Soi.
When the brand had a real reason to be chosen, everything moved: traffic, attention, conversion.
250+
new private leads per month
+3min
added time on site, per visit
+35%
growth in website traffic
“
What started as a project has become a long-term relationship, they support our head office teams across every challenge, with the kind of clarity and consistency that's rare to find.
Alison Green
Founder Bien Chez Soi
