Building a Compassionate Healthcare Business From the Ground Up With Genevieve Barter

Genevieve Barter is the President of Palmeira Home + Health, a leading home healthcare provider delivering personalized skilled nursing and therapy services to patients in the comfort of their homes across multiple states. After more than eight years working in home health, she acquired the company she loved to close the gap between small caregivers and large, impersonal providers. Under her leadership, Palmeira has expanded into multiple states while maintaining a human‑touch, goal‑oriented approach to care.

Here’s a glimpse of what you’ll learn:

[3:40] Genevieve Barter reflects on her immigrant parents’ focus on education and her early resistance to healthcare
[13:55] Lessons in leadership and self-development from network marketing
[16:19] Taking over and scaling a home health company across multiple states
[23:28] Building a business partnership with a spouse and navigating shared leadership
[25:20] Managing clinician burnout and staffing challenges during the pandemic

In this episode…

Building a meaningful business in healthcare isn’t just about strategy or margins — it’s about mission, service, and resilience. What drives someone to stay committed in an industry that demands so much and changes so fast? And how do you scale a business that keeps compassion at its core?

According to Genevieve Barter, a second-generation entrepreneur and home health leader, staying grounded in purpose is what keeps the business and its people moving forward. She highlights that the best companies are built not only with operational systems but also with a deep understanding of the human element behind care. That foundation helped her navigate everything from industry burnout to supply shortages during the pandemic while continuing to expand across states. For her, empathy isn’t a soft value; it’s a competitive advantage that attracts top talent, earns patient trust, and fuels sustainable growth.

In this episode, John Corcoran sits down with Genevieve Barter, President of Palmeira Home + Health, to talk about how she built a multi-state healthcare company rooted in compassion. She shares how family legacy and unexpected turns led her to leadership, why resilience matters more than perfection, and what it takes to thrive in a people-centered business. Genevieve also talks about leading through crisis and the post-pandemic challenges facing the industry.

Resources mentioned in this episode:

Quotable Moments

“I think all businesses have a very similar base. You know, it’s just the business of people.”
“What you fight against the most sometimes is what you end right back falling in love with.”
“We go through all the pitfalls of being an entrepreneur, but we did good for people today.”
“This is why I do this, right? To heal, to be supportive, to hold hands, to help.”
“I think the theme of my story is family business, right? It just sounds like it.”

Action Steps

Invest in leadership development through self-awareness: Strengthening emotional intelligence and self-growth fosters more compassionate and effective business leadership.
Create scalable systems and SOPs early: Building operational structure from the ground up ensures smoother growth and sustainable team alignment.
Prepare for future crises with proactive planning: Stockpiling essential supplies and designing contingency workflows builds resilience in healthcare and service-based businesses.
Prioritize employee well-being and retention: Addressing burnout and supporting frontline staff improves care quality and protects long-term organizational stability.
Embrace mission-driven business principles: Keeping compassion and service at the core drives meaningful impact and deepens client and employee trust.

Sponsor for this episode…

EO San Francisco

This episode is brought to you by EO San Francisco.

The Entrepreneurs’ Organization (EO) is a global, peer-to-peer network of more than 14,000+ influential business owners with 198 chapters in 61 countries.

If you are the founder, co-founder, owner, or controlling shareholder of a company generating over $1 million a year in revenues, and want to connect with other like-minded successful entrepreneurs, EO is for you.

The EO San Francisco chapter enables leading entrepreneurs in the Bay area to learn, grow, and achieve greater success.

The EOSF chapter was founded in 1991, and today we have over 100 members in industries ranging from marketing to agriculture to tech and professional services.

To learn how it works, or to come do a test drive come join us at www.eonetwork.org/sanfrancisco/.

This episode is also brought to you by my company, Pacific Crest Group.

Pacific Crest Group provides outsourced CFO, Controller, and bookkeeping services. You can learn more about us at https://www.pcg-services.com/

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