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‘Hogar la Capilla’ has suffered a period of stagnation partially due to the limitations of its marketing efforts, which it was not able to handle. This Uruguayan nursing home, characterized by informal strategies and implementations, has been facing several challenges such as the lack of market positioning, a general lack of visibility, and an ineffective outreach. Undoubtedly, it has competitive advantages and a high potential but so far its marketing strategy has not been able to turn them to its advantage. This study seeks different solutions and possible improvements for the company through a deep market study, supported by a literature review. Simultaneously, several interviews and a survey were conducted to learn about the target audience and the key aspects on which to focus the marketing strategy. Overall, the results indicate that the adult population - being the main target – generally looks for information on services through social networks and websites, making them essential channels to improve the nursing home’s visibility. These must be effective in the design, facilitating the use of the site and the key information to be provided. The high relevance of referrals in this type of service was also demonstrated, using word-of-mouth as one of the most effective medium of communication for ‘Hogar la Capilla’. In addition, the results showed the importance of having a good communication base, which contemplates possible social prejudices related to this type of services as well as the distinctive value of this nursing home, being the team professionalism and the quality of the service.