Bayshore Healthcare | Case Study | Healthcare | Environics Analytics

Case Study: Bayshore Healthcare

Case study banner with the vyta logo on dark green beside two smiling people embracing

Vyta, Bayshore Healthcare's national aging-in-place business, now has actionable customer personas that show its teams which services to launch, where to launch first and how to reach the people most likely to need them.

92% of Canadians aged 45+ want to age in their own home. 150,000+ services, most covering just one aspect of aging in place. 4 rich customer personas, each mapped down to the FSA.



Challenge

The opportunity is clear: nearly every older Canadian wants to age at home. The path was not. Vyta’s catalogue spans everything from footcare and companionship to snow removal and deep cleaning.
Even with just three services, the team faced four questions at once: which services to start with, where to launch first, which personas to speak to and how to reach them.

Solution

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    Step one with paper and microscope

     

    EA began by understanding the business, its priorities and the needs of Bayshore’s market research team. It then moved Vyta from base definitions to rich profiles built on income, household composition, location, media habits, health conditions and spending on at-home health professionals.

     

    Each persona came with a high-level definition for onboarding stakeholders, media habits for ad ROI and FSA-level presence for geo-targeting.

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    Step two, arrows circling city icon

     

    Built with EA data

    Product logos for CensusPlus, DemoStats, PRIZM, DaytimePop, AgeByIncome, and Opticks powered by Vividata

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    Step three with arrow and microscope

     

    Four personas, from base definitions to rich profiles

    Four illustrated personas: older adults living alone in apartments, older adults who enjoy simpler lifestyles, older adults who remain active, and caregivers who manage their parents' care.


Results

The outcome: a path across departments

  • For Operations: Area prioritization - FSA-level presence showed operations which areas to enter first. “Our operations finally had a reliable source to determine which geographic areas should be prioritized first.”

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  • For Sales: Service launches - Personas streamlined launches and helped sales match services to clients. “Our sales team was able to showcase the right services to the right clients.”

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  • For Marketing: Advertising efficiency - Knowing where each persona lives sharpened digital targeting. “We’ve had to restructure our follow-up process just to be able to call back all the new leads.
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