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Winning over the long-term care industry.

With a population that’s growing older and sicker, New York state is grappling with a dramatic shortage of healthcare workers, particularly in home care, nursing homes and other long-term-care facilities. The barriers to filling these positions appear insurmountable: the work is hard, sometimes dirty and always emotionally demanding. Worse still, many of the positions pay about the same as fast food and retail jobs.

Using a combination of behavioral science, sharp human insight and clues about individuals who use their talents in other ways, we found there are a very special group of people who may or may not even know they were “born to care.” The “Caring Gene®” campaign identifies, celebrates and engages those with the innate desire to care for others.