Build a strong home care brand with these 5 effective marketing tactics

Home care is an essential part of the healthcare system, providing critical support to people who require assistance and allowing patients more opportunities to make decisions about the care they want to receive in the place they call home.

With over 35,000+ home care companies across the US and that number increasing year over year; it’s becoming more and more challenging to stand out from the competition and grow your business. A home care business’ primary objective is to provide the best possible care to its clients, and effective marketing strategies help convey this value to the local community. 

To create a strong home care brand, you need to start with a marketing plan so you can appropriately focus your time on the right tactics. Here are a few things you should consider: 

• Information about your target audience 
• What sets you apart from your competitors 
• What are the top goals you are trying to achieve  
• Do you have a calendar with key upcoming dates for your business 
• Do you have an inventory of your current assets (content, platforms etc.) 

5 effective marketing tactics

Here are 5 effective marketing tactics for your home care agency that you can easily implement: 

1. Build a strong online presence 

In today’s digital age, having a strong online presence is essential for any business including home care agencies. Here are some tips to establish and/or strengthen your online presence: 

1. Develop a website that is clear and concise telling your audience what you do and provide necessary information about your agency’s services and benefits 
   • Make sure your website is mobile friendly 
   • Include contact details on how someone can reach out 
   • Share testimonials from clients who have used your services 
2. Optimize your website for search engines using keywords that customers would use to try and find the services you offer. You want to appear on the first page of search results, so having relevant keywords throughout your website can improve your likelihood of being found.  
3. Have a social media presence! Social media can be a powerful tool; especially for home care providers; to connect with current clients but also as a referral source. Pick platforms that you know your clients, or their families are on and build your presence there. And don’t spread yourself too thin across too many platforms at once.  

2. Develop a referral network 

According to the 2021 Home Care Benchmarking Study, 6 out of the top 20 marketing sources for home care clients came from healthcare professional referrals. Opportunities to connect with referral sources and networking opportunities are invaluable to your agency’s success. 

Here are some of the tips that will help jumpstart your referral marketing program: 

1. Make a list of all the referral sources you had in the past few years 
2. Make a list of referral sources in your area that are missing off your list in step 1
3. Create a general template for referral source outreach and personalize it based on each provider’s needs, patient population, etc. 
4. Make each touchpoint intentional and with a purpose 
5. Bring evidence and tangible successes that you’ve brought to clients 

Get more tips on “How your home care agency can get started with a referral marketing program”, read the blog now >  

3. Leverage community outreach 

Home care agencies can also market themselves by participating in local events, sponsoring community initiatives, and hosting educational sessions. You need to be where the people are! By participating in the community, it helps build relationships with potential clients, referral sources, and the wider community. 

Having genuine conversations and meeting people face-to-face is one of the most effective ways to promote your home care business and increase your client base.  

4. Use targeted advertising 

Paid advertising can seem daunting, especially for someone who has never tried it before. Using platforms, such as Google AdWords, can help your home care business get new leads based on what people are searching for on Google every day.  

The key to this strategy is to ensure you are only bidding on keywords that could drive leads to your business. Think about the types of things your clients, or people searching on behalf of them, might be entering into Google to find agencies that provide the services you offer. If you’re not sure where to start, you can always ask some of your current clients how they found you and what they searched on the internet. It’s a great starting point.  

5. Focus on excellent customer service 

Online review sites like Yelp, Google My Business, and Caring.com can be used by potential clients to evaluate home care agencies in their community. Referrals from current and past clients are an excellent way to promote your home care agency. Encourage satisfied clients to leave reviews on these platforms, this can help build your agency’s credibility and online presence. In the end, nothing is more powerful than social proof from someone who received services and was satisfied, their first-hand testimonial can set you apart from your competitors.  

Put your marketing plan into action

Building a strong home care brand takes time and effort, which can lead to great results for your home care agency. With the increasing aging population, the number of home care agencies in the US offering services will continue to rise, and it will continue to become more challenging to stand out from the competition and grow your business.

Implementing these 5 effective marketing tactics – building a strong online presence, developing a referral network, leveraging community outreach, using targeted advertising, and focusing on excellent customer service – can help you establish a strong brand and reach more potential clients. By staying focused and being strategic in your marketing efforts, you can differentiate your home care agency from others and provide the best possible care to those who need it most in the place they call home.

Growth Strategies for Home Agencies

Check out our on-demand webinar: “Growth Strategies for Home Care Agencies”. This webinar was focused on home-based care growth plans and what strategies are best for home care organizations to gain financial health and continue to grow and be successful in the industry. 

Watch now