AS THE number of older Americans continues to increase, services aimed at providing medical care and end-of-life services at home are growing. With the baby boom generation entering its 60s, demand for such services likely will be strong for decades to come.

Among the businesses and nonprofit organizations meeting this demand are home health-care services and hospices. They, in turn, are likely to spur a demand for customized insurance and risk management advice.

To give interested readers an idea of the sort of exposures these organizations face and suggestions for identifying and qualifying prospects, we recently talked with Monica Clark, social services division manager at Thomco, a program manager active in this market. Following are edited excerpts of our conversation.