Let me tell you about two senior care homes in the same city. Both have clean rooms, both have round-the-clock nursing staff, both charge roughly the same monthly fee and both opened within a year of each other. One has 92% occupancy while the other has been stuck at 55% for 18 months. The difference? The first one markets to the daughter and the second one markets to the senior. That single strategic decision, understanding who the real decision-maker is, separates nursing