Marketing Examples For An In-Home Care Services Company

When marketing an in-home care service, it’s important to reach the family members of those who will be paying for the service on an emotional level. One should use various mediums to do this; Radio talk shows, podcasts, YouTube videos, blog posts, websites, etc. Below are some examples that might help you put together an award winning level marketing strategy.

First, I’d like to point you to a short introduction opener; a 20-second speech – even if you talk slow. You should deliver this message with emotional passion. You can use it to explain your services to anyone at any time – at a Chamber of Commerce Mixer, leads club meeting, local service club or before a speech on the topic.

20-Second Introduction:

I am _____________________, we are putting the “caring” back into in-home care. Our trained, devoted, and background checked caregivers treat every client like family. It’s in our ___________ Care Services DNA. We help seniors stay happily in their homes and age with dignity.

— —- —

60-second pitch for: radio ad, chamber mixer introduction, elevator sales pitch

We help seniors stay in their own homes aging with dignity – we prepare meals, pick up items from the store, drive seniors to the doctor, pharmacy, hair salon, or coffee shop.

We remind seniors when it’s time to take medications, and help them with very personal stuff like taking a bath. Our goal is to provide companionship, assistance, and prevent falls and clean up a little around the house – making beds, helping with laundry.

You see, we want to put the “caring” back into the in-home care industry. Our seniors are not captured customers for extracting exorbitant fees – our seniors are real people, who deserve the best. We will all be seniors one day, it’s time for change is now.

Our team of care professionals make all this possible, and we have some of the best clients in the world, and we thank them for making us number one in ________ County – This is what makes our work so rewarding.

—- —– —–

As you can see by these examples, the dialogue has to be about them, your clients, not about YOU or your company. Too many companies miss the opportunity to talk with their potential customers and instead end up talking at them, and telling them how great they are. That’s not needed, customers need to know what’s in it for them and why they should choose you. I hope this help you with your online marketing strategy.

How to Review, Update, and Share Your Agency’s Home Care Manual

It’s easy to get caught up in the hustle and bustle of everyday business, especially when your agency is trying to manage issues with internal operations, finances, staff, and clients. These challenges can cause you to overlook changes that need to be made to your home care manual’s policies and procedures.

How often do your staff members ask you how to handle a particular situation? Do you find employees using inefficient or non-compliant techniques? Even seemingly small errors can cost your agency- or worse, close your doors- so it’s important to have the right polices and procedures in place to guide your staff.

The Basics of Home Care Manuals
Every home care agency needs a policy and procedure manual. Your manual addresses everything from compliance requirements to client care to training processes. It essentially outlines every policy you must follow and defines procedures for every possible situation. A well-written home care manual provides direction and keeps your agency compliant with state and federal regulations. Not having a manual puts your agency at significant risk.

You need to make sure your policy and procedure manual is accessible by all staff. If you have a large agency, consider making a digital version available so that staff members can access it whenever the need arises.

Updating Your Manual
You should update your home care manual on an annual basis. Once it is updated, make sure all old versions are removed from circulation, and put the date of the revision on the manual itself so employees know they’re reading the latest edition. If an update occurs, broadcast the changes to all staff members. If the file is digital, send a copy or a link to the updated information so employees have direct access.

Reviewing Your Home Care Manual
While you should update your policy and procedure manual every year, you should review it much more frequently. Review any issues that occur in your agency on a weekly and monthly basis, and see if there are any ongoing trends. This can provide you with insight into current policies that need improvement and new policies that need to be created.

For example, you may see that members of your field staff aren’t contacting a physician for interim orders after opening a case, or they aren’t following visiting orders. Maybe billing staff members aren’t completing pre-billing audits, or intake staff isn’t checking the common working file to make sure clients are not already receiving care from another provider.

These types of critical errors need policies and procedures to be created immediately. Develop the proper course of action and let staff know about the issue you discovered. Then broadcast the resulting policy change throughout your building and in email communications.

Sharing Your Home Care Manual
Employees who have been with you for a while may rarely review your agency’s policy and procedure manual. To keep everyone up-to-date, consider highlighting critical policies on a weekly basis. Choose one policy each week and either include it in an email, add it to a newsletter, or write a blog for employees to review. This will keep them more involved and help ensure compliance across your agency.

Studies Compare Home Care and Hospital Care

On the past several years there have been numerous concerns over shortages of staff and lack of beds in hospitals nationwide. As an alternative and an answer to the problem, many states, and in fact countries, have developed what is often referred to as “hospital at home” services that provide the same care to patients in a home environment instead of a hospital setting. With the availability of hospital equipment such as hospital beds, a pressure mattress overlay, and the ease of finding qualified at home professional practitioners it has become fairly easy to create a caring and medically sound environment for patients outside of the hospital. In order to determine the quality and validity of such services, studies have been initiated by several organizations to evaluate overall patient health, patient satisfaction and cost savings. Here are some of the results that were recorded.

Patients who were recovering from stroke did better in a hospital environment than an at home setting, for the first three months. The study showed a significant reduction in mortality rates, however, after six months for those patients provided with hospital at home care.

Overall, patients who were provided with a hospital at home setting for a variety of conditions were far more satisfied than those who remained in hospital. Studies were all in agreement that most people prefer to be cared for outside of a hospital and are more comfortable and satisfied in a home style environment.

Other trials noted that fewer patients in a home care setting developed other complications such as bowel or urinary complications.

For patients who were suffering with dementia, those who were receiving hospital at home care were less likely to be prescribed antipsychotic drugs.

For patients suffering from cellulite, there appeared to be no differences between the hospitalized patients and those receiving hospital at home care.

Patients who were being treated for COPD in a hospital at home care were prescribed antibiotics more often than those who were being treated in hospital.

The studies showed no significant differences among patients in or out of hospital when looking at their ability to perform day to day functions or in their cognitive abilities.

From an economic viewpoint, most hospital at home care programs were less expensive than hospital care.

It should be understood that, even with such studies, one should not preclude that hospital care is not as beneficial as home care in every situation, as hospital admittance is often necessary for the overall health of the patient. But where there is the possibility of a patient receiving adequate care in a home style setting, it can be more comfortable, satisfying, and cost effective.

It is also worth mentioning that the quality of services and personnel that provide the hospital at home care should be carefully selected and closely monitored, and that a primary care physician be in constant contact with patients and caregivers. It is not enough to merely assume that a patient is always better cared for at home or in a home style environment, than in a hospital.

If you liked this article, tell all your friends about it. They’ll thank you for it. If you have a blog or website, you can link to it or even post it to your own site (don’t forget to mention our Pressure Mattress website as the original source).

The Perfect Storm For Quality Lead Generation For Home Care and Senior Service Providers

Over the last few years the way we market our businesses has changed dramatically. Keeping up with those trends and changes can be challenging for even the most savvy entrepreneurs and marketers. Having immersed our business and our priorities in figuring out the challenging landscape of online marketing and lead generation for home care providers and other senior service providers, we have come to some very important conclusions about the process, the tools, and the requirements of the team, in order to see success.

Here are my observations for the best formula for lead generation and online marketing for home care, elder care, and senior service providers:

Website or Landing Page:

The website or landing page that home care agencies are directing traffic to must have the following:

1. A COMPELLING call to action. This means that there is an opt-in box to collect email addresses and names on the home page of the site, and there is a REALLY good reason for the consumer to WANT to give you that information.

2. Search Engine Optimization throughout the site.

3. Social Media integrated into the home page and throughout the site.

4. Contact information clearly displayed on the home page and throughout.

Social Media Marketing:

1. A comprehensive Done-for-You Social Media Marketing program that includes 13 account set ups (well beyond Facebook and Twitter), and all content provided for the home care agency.

2. Participation and team commitment to contributing events, programs, and agency highlights to the social media marketing team.

3. Weekly Blogging and account maintenance. Keyworded content.


1. Multiple short videos submitted weekly to 40 accounts under different titles, keywords, and descriptions.

Local Business Listings

1. 9-10 local business listings on various submission services, all keyworded correctly, and with additional content as allowed to maximize the effectiveness of the listing.

E-Newsletter Marketing

1. A branded and customized e-newsletter with dynamic content sent out to all prospects, clients, and professional referral sources on a monthly basis (minimum). All of this can be Done-For-You and integrated with website or landing page.

Article Marketing

1. Monthly article keyworded correctly- sent out to over 40 article marketing sites. Rotate titles, content, description and keywords.

Acute Need: The Owner/Marketer Needs to Have a Good Understanding of the Process

Online marketing and lead generation is a complicated task. As experts in this area we know that the owner or marketing professional must understand some aspects of the tremendous amount of work involved in producing visible results.

This means that the website, social media program, video submission, blogging, e-newsletter process, business listings, and article marketing programs not only all work together, but also require consistency, relevancy, and a continuity.

Content must build upon itself over a period of time. Perfect lead generation for quality leads is not an “instant gratification” game like Pay-Per-Click, and I’d dare say that in most cases, Pay-Per-Click does not commonly produce quality leads, especially if proper “follow up” procedure is not in place.

Tracking to Calculate Effectiveness and Return on Investment

1. Google Analytics must be on the back side of the website or landing page in order to accurately measure visibility of the site on the internet, keyword usage, and “findability”.

2. In-house tracking. Each home care agency must be willing to commit to asking every lead and every inquiry, “where did you hear about us?”, and record that data in a measureable format so that the data can be analyzed for effectiveness at 2 months, 4 months, 6 months. Without this piece, there is no good way to determine true return on investment.

Shared Home Care Leads or Exclusive Home Care Leads? The Answer to the Question

There are an increasing numbers of Home Care Agencies and Assisted Living Facilities who are using internet leads as their one of their primary marketing tools because they believe in the power of the internet to reach their target market and to increase their client base.

Seasoned elder care marketers and even new elder care marketers are interested to know if an exclusive home care lead marketing (or assisted living lead marketing) program will really make a difference in their sales….or would it be better to purchase standard shared leads (ie eldecarelink, service magic etc).

To help you decide which one is better, here are the advantages and disadvantages.

The cost of an exclusive lead program can, on the surface, appear to be more expensive than standard shared leads programs. However, the closing ratio is usually much higher with an exclusive lead.

Of course, this is not guaranteed because there is still a dependency on your delivering and selling skills.

Exclusive lead programs give the elder care marketing professional or home care agency owner an advantage because there is less competition, less wasted time, and higher Return on Investment (ROI).

Exclusive Lead Marketing Programs should include the following solutions. Missing any one of these could lead to a failed program.

1. A lead capture website- specifically designed with your target market in mind, these sites are designed to get the prospect to take an action- either make a phone call or fill out a short form.

2. Complete search engine optimization on your lead capture website for every local city/town/municipality that your home care agency or assisted living facility might service.

3. Natural search engine rankings (not just pay-per-click) on page #1 of Google for dozens of keyword phrases.

4. A minimum of weekly blog posting, 2x per month video production.

5. Call tracking and recorded phone number that dials straight through to the office.

6. A professionally managed Google Adwords campaign for more competitive markets that minimizes job seekers and increases quality leads. This campaign should be run by an organization that understands the nature of the research and buying process of the elder care market, not by a “generalist” organization who serves plumbers, roofers, car dealerships and construction companies.

Of course, there is still competition even when you purchase an exclusive leads program because the prospects may still shop around.

Here’s a sample scenario:

Sue the Home Care Agency Owner is buying 30 shared leads per month at a cost of $18.00 per lead.
$18×30= $540 per month. These are shared leads.
Three other Home Care Agencies in her area are also paying for these leads and marketing to these consumers.
Sue closes, on average, 1 lead per month from this marketing strategy.
She’s paying $540 for one close per month.
Some months none of the leads close.
Her average client signs up for 8 hours per week.
She charges $21.00 per hour for a total of $168 per week in billing.
It takes her about 3.2 weeks to break even.
The cycle starts all over again.
Sue isn’t making much money in the formula.

What if Sue’s scenario looked like this:

Sue the Home Care Agency owner spends $1050 per month on her own exclusive lead marketing program.
$500 is for pay-per-click campaign clicks (ie Google AdWords Clicks, managed professionally at no additional charge), and the other $550 is for a completely optimized website designed for home care lead capture, weekly blogging, videos 2x per month, and within a short time her new website is on the first page of Google for several of her local towns for various keyword phrases.
Sue gets 10-15 REAL leads per month, exclusive to her.
These leads are usually phone calls to her office, and sometimes they come in via a form filled out on her website.
Of those leads, she closes 3 each month.
Her average client signs up for 8 hours per week.
She charges $21.00 per hour for a total of $504 per week in billing.
It takes her about 2 weeks to break even.
She enjoys a profit each month, and the cycle continues, and gets better.
Each week she watches her website move up the ladder in the search engine results because she is not relying solely on pay-per-click to attract leads.
She is eventually seeing more exclusive leads because she dominates natural search.
She can decrease the cost of her Pay-per-click campaign as she sees increasing natural results.
Sue also has a built in e-newsletter that automatically follows up with all of her inquiries, even 6 months later.

Scenario #1 looks like the least expensive option, but the reality is that it doesn’t do Sue much good at all. She has not made an investment in her own website, her own content, and her own internet presence. She running on a wheel that doesn’t help her business very much at all.

Your scenario may be similar to one of these, or completely different.