OUIHELP, a French startup specializing in home support for people losing their autonomy, has established itself in eight years as a key player in its sector. With 130 agencies spread across the country, the company supports 6,000 beneficiaries daily thanks to 2,000 care assistants.
A complex and little anticipated market
OUIHELP operates in a market characterized by a growing but rarely anticipated need: home support. The company stands out by managing recruitment, the quality of services, and the satisfaction of beneficiaries, although the latter are the direct employers of the care assistants. This specificity requires clear positioning and appropriate marketing, targeting both beneficiaries and auxiliaries.
After a first episode with Maxime Baumard, CMO of Pennylane to talk about its 2025 strategic plan, Richard Menneveux, Editor-in-Chief of FRENCHWEB.FR receives Aurélie Besançon, CMO of OUIHELP, who arrived five years ago, to review the structuring of the marketing strategy and take stock of the priorities for 2025.
Progressive structuring of teams
When she arrived, Aurélie Besançon had to start from scratch to build the marketing function. The initial priority was placed on acquisition, with the recruitment of a first internal manager, supplemented from the second year by expertise in communications and content. Today, the marketing team has six people, structured around four axes:
- Acquisition : Optimization of digital levers (SEO, SEA) and nurturing of prospects.
- Communication : Creation of educational content to guide caregivers.
- Marketing of the offer : Adaptation of proposals to the specific needs of beneficiaries.
- Local marketing : Support for local agencies to respond to field challenges.
A strategy driven by data and agility
OUIHELP’s marketing is based on a pragmatic approach, in order to assess the relevance of projects during the test-and-learn phase. From the beginning, campaigns with reduced budgets made it possible to identify effective levers before scaling them. Technology tools, like Google Ads and Customer.io, play a key role in managing acquisition and nurturing campaigns. Using no-code tools, such as Webflow, ensures increased flexibility and speed of execution.
Nurturing, recently integrated, already represents 5% of new acquisitions. This strategy aims to support prospects in their thinking via practical content on subjects such as financial aid or methods of staying at home. This canal should be strengthened in 2025.
Launch of a new brand and 2025 priorities
In parallel with OUIHelp, the company launched Joyaa complementary network dedicated to helping people with disabilities. This positioning broadens the company’s scope of action, with care workers employed directly by the brand.
For 2025, priorities include:
- Continuous optimization : Reduction in the acquisition cost, already halved in five years.
- Development of nutrition : Deployment of new scenarios and content.
- Team training : Standardization of speeches for sales and operational staff.
- Exploring AI : Testing solutions to optimize content creation and strategies.
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