By Rick Morey – Owner, HomeTrak Software
Home care businesses are heavily reliant on marketing to support growth and attract future business. This competitive field is growing rapidly. The Bureau of Labor Statistics reported in 2015 that the industry is reporting an average of 5% growth year-over-year, equating to more than three quarters of a million new jobs annually. So with the increased demand for home care services, it should be easier than ever to find new clients, right?
The concern is that our senior population is booming, but so are the number of new home care agencies across the nation. This indicates a need to differentiate yourself from the rest of the group and create greater awareness of your business throughout this growing field – and referral marketing is a terrific way to do just that. Here are some ideas for building a referral network for your home care business.
- Identify your best clients: Part of your home care management philosophy should be a deep focus on obtaining client feedback and executing on the data you receive. This helps to sort out your most loyal clients. Create a game plan and communicate with these clients. Create emails, form letters, or even schedule personal visits to reinforce the importance of your mutual business relationship. Then, offer something of value – a small gift or a discount on future services as a token of your appreciation upon receiving home care referrals.
- Seek professional referrals: Here’s where you’ll want to invest some time and money into creating a professional packet that extolls the virtues of your home care business. This information will then be given to the professional affiliations you have throughout the industry, including doctors, hospital discharge planners, care managers, house call physicians, both inpatient and outpatient rehab centers, and even worker’s compensation providers or case managers. Partner with other leaders in the community and respected home care referrals by creating the professional referral packet, connecting with the center of influence in an engaging way, showing how the relationship can be mutually beneficial, and be persistent. Often, the squeakiest wheel gets the business.
- Increase your visibility market wide: You can generate new business simply by investing in your own business – and in today’s world that definitely includes refining your website, boosting your social media prominence, and marketing your business via all reputable online platforms available. You can link to your referral packet via blog posts, whitepapers, articles, or even social media posts. And with the majority of individuals making buying decisions today based wholly on guidance or referrals from their friends and acquaintances, you simply must tap into the vast reaches of the social space.
Generating home care referrals can help you grow your business quickly and efficiently – just remember to be a good partner and make sure to give back to your referral sources to maintain the working relationship.
In the 1990s, I owned and operated a $6 million a year home care agency in California and Arizona. I am a founding member of the Home Care Association of America and was a board member for nine years. When my partners and I started HomeTrak in 2001, we were the first home care software company specializing in private duty.
With the aging population and their increasing interest in being cared for in their homes, the home care industry is thriving. If you’re reading this, you’re probably deciding whether you’d like to be a part of this dynamic and growing business.
There are a lot of considerations as you think about whether this is the right business for you. It can be a very satisfying and profitable industry, but it takes a lot of work and is very competitive. On top of sales, marketing, technology, and the many other requirements for starting any business, the personal nature of the home care industry has its own demands. You will need to make sure you and your staff have hearts for serving seniors and their families, day in and day out. The dedication of your caregivers will be key to your success as you start your home care agency.
Based on first-hand experience, I’d be happy to help you navigate through these considerations with some honest insight and conversation. I also have some policy and procedure materials and notes from past home care speeches that I can share with you.
If you’d like to kick around your plans and ideas for how to start a home care business, give me a call. I’d love to chat with you.
President of HomeTrak and
one of your expert companions in home care
Latest posts by Rick Morey - Owner, HomeTrak Software (see all)
- Building A Referral Network For Your Home Care Business - March 20, 2017