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.

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.