On the latest episode of Health Futures: Taking Stock in You, host Bob Roth welcomed Aaron Marcum, home care pioneer and founder of Home Care Pulse. Marcum shared his journey from starting a home care agency to building an industry-wide data company and now helping agencies strengthen culture, retain caregivers, and prepare for the future of aging services.
🎧 For the full episode, CLICK HERE
Building a Foundation in Home Care
Marcum launched his first home care company in 2002 after realizing how deeply he connected with older adults during his college years. His wife, who studied gerontology, introduced him to working with seniors, and the experience inspired him to combine his entrepreneurial spirit with a mission to serve.
“When I started my agency, I was frustrated by the lack of data. Everyone else in health care had benchmarks and insights, but in home care we had nothing,” Marcum explained. That frustration led him to launch Home Care Pulse in 2008, providing the industry with its first broad set of satisfaction surveys and benchmarking tools.
Positive Psychology in Caregiving
After exiting Home Care Pulse, Marcum pursued a master’s degree in Applied Positive Psychology at the University of Pennsylvania. He focused on understanding how to help caregivers thrive in demanding and emotionally charged work.
“Positive psychology isn’t about happiness, it’s about why some people thrive and others don’t,” he said. “We applied those insights to caregiving, where burnout is common, but purpose and relationships can make all the difference.”
Marcum developed the ARC of Growth model:
• Autonomy – giving caregivers freedom within care plans
• Relationships – building meaningful connections with teams and clients
• Capability – investing in training and skill development
• Confidence – empowering caregivers to succeed through support and feedback
Creating Culture Outside the Office
Roth and Marcum discussed how home care agencies face a unique challenge in building culture since most caregivers work in clients’ homes rather than inside the office. Marcum emphasized the need for intentionality.
“Caregivers can’t just come to a company holiday party. They’re too busy caring for people,” he noted. “So we have to be intentional, small touch points, birthday calls, recognition tied to values. Whatever gets rewarded gets repeated.”
Breakaway 365 and the Power of Teams
Marcum also shared how cycling transformed his health and inspired his current venture, Breakaway 365, which helps agency leaders avoid burnout and build strong, resilient teams.
“In cycling, you can’t break away from the pack alone, you’ll fall back. But when you take turns with your team, you conserve energy and move forward together,” he explained. “That’s what leadership in home care should look like.”
Looking Ahead: Technology and Human Touch
Marcum sees technology, including AI and robotics, playing a larger role in home care in the years ahead. But he stressed that technology should never replace the human connection at the heart of caregiving.
“The more we invest in caregivers, the better we’ll be at taking care of our aging population. It’s about giving them purpose and helping them thrive,” he said.
A Shared Commitment
At Cypress HomeCare Solutions, we know caregiving is demanding, personal, and profoundly important. Marcum’s story reminds us that with the right culture, data, and investment in people, home care can rise to meet the challenges of an aging America.
📌 Learn More
Discover how Cypress supports families: CypressHomeCare.com or call (602) 755-9584
🎧 Catch the full episode of Health Futures: Taking Stock in You at CypressHomeCare.com/media/radio-show
📝 This content is intended for educational purposes only and should not be considered medical advice. Please consult professionals regarding your individual needs.
