Sharecare Veteran Caregiving Case Study
CareLinx by Sharecare is a leading digital on-demand home care platform that provides a nationwide network of background-checked, tech-enabled caregivers capable of delivering non-medical personal care across the country. Sharecare allows these caregivers to receive training and earn income through its "bring your own caregiver" model. Many family caregivers, friends, and neighbors often provide care without additional support, and this can lead to financial strain for Veteran families. In addition to the caregiver model, Sharecare helps people manage their healthcare and improve their well-being through data-driven AI insights, evidence-based resources, and a comprehensive platform including benefits navigation, care management, home care resources, and health information management.
In 2023, Sharecare administered the Technology Enabled Respite Homecare Model (TERHM) pilot program at six VA medical centers launched by the U.S. Department of Veterans Affairs (VA). The pilot resulted in more Veterans accessing in-home care and overall high Veteran satisfaction, with high value being placed for Veterans having autonomy to choose their own homecare aide. Overall, homecare aides were also highly satisfied with the pilot and reported receiving on average $3.52 more hourly compensation than before the pilot while staff participating in the pilot found no major changes to clinic workflow.
The Challenge
Despite the successful TERHM pilot with the company's proven commercial track record with Medicare Advantage plans and large employers, navigating the complexity of federal healthcare systems and scaling within the VA Community Care framework remained a challenge. Additionally, scaling Sharecare beyond VA sites also remained a priority.
For Sharecare, accessing VA and beyond meant more than product-market fit. It required establishing credibility within a federal bureaucracy, securing entry into specialized procurement networks, satisfying rigorous clinical and research standards, and building the institutional relationships necessary to move from a limited pilot to a formally recognized, sustainably scaled growing program. As a result, Sharecare identified a critical opportunity for a strategic partner with deep healthcare expertise, established VA relationships, and a track record of navigating the intersection of innovation and healthcare delivery.
The Approach
Bringing Sharecare to more markets at VA and across the US
Red Duke Strategies (RDS), a service-disabled Veteran-owned small business with deep roots in VA healthcare innovation, served as Sharecare’s strategic advisor and partner to help bring free, tech-enabled in-home care to Veterans. Leveraging its extensive network of VA stakeholders, federal program expertise, and mission-driven approach to healthcare innovation, RDS guided Sharecare through three key objectives:
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Enhancing the Veteran and VA experience: incorporate lessons learned from TERHM.
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Scaling Sharecare within VA and position Sharecare as a critical partner: grow their brand and identify new opportunities for expansion while addressing the needs of Veterans and their caregivers and families under the new administration.
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Expand Sharecare’s market: explore opportunities for the program outside VA.
Outcomes & Impact
These efforts resulted in increased access to in-home care, strengthened stakeholder engagement across the VA ecosystem, and enhanced positioning of Sharecare as a scalable, Veteran-centered care solution announcing over 1 million hours of care delivered to Veterans.
Objective 1: Enhancing the Veteran and VA experience
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Led a TERHM cost-saving analysis that was used to sharpen Sharecare's value proposition to the VA.
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Submitted a conference presentation that was accepted for a large clinical social work conference on TERHM to elevate clinical credibility among social workers.
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Provided feedback on the Sharecare mobile app layout that leads to enhanced user experience.
Objective 2: Establishing Sharecare as a trusted and scalable partner within the VA ecosystem
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Conducted targeted outreach to TriWest leadership and submitted an application on behalf of Sharecare to gain network entry.
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Mapped VA outreach events to Sharecare's expansion priorities, creating reusable patterns for other geographic areas.
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Brokered introductions and meetings with PsychArmor, the Elizabeth Dole Foundation, and the Maryland Department of Veterans Affairs.
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Coordinated briefings with Veterans Service Organizations to reinforce Sharecare's positioning as a trusted Veteran-care provider.
Objective 3: Expand Sharecare’s market beyond VA and into adjacent healthcare ecosystems
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Built an aggregated conference matrix to prioritize Sharecare's external presence and proposed speaking opportunities, including an accepted NASW 2026 presentation which highlights the TERHM pilot.
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Recommended the Caregiver Artificial Intelligence Prize Challenge RFP submission
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Helped scope the Sharecare Veteran Homecare Open House event in Georgia and created a list of stakeholders to outreach.
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Attended the Lake Nona Impact Forum, generating new partnership leads for Sharecare's growth pipeline.
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Provided feedback on marketing materials, press releases, and other communications that enhance Sharecare messaging and positioning to the broader market.
Why Red Duke Strategies
We serve as a strategic partner with deep federal healthcare expertise, established VA relationships, and a track record of navigating the intersection of innovation and government healthcare delivery. RDS is proud of our successful track record supporting Sharecare in its mission to provide innovative care solutions that honor the service of military Veterans.
