In a recent article published by the Cincinnati Business Courier, the headline alone might cause some people (seniors and/or family) to believe that in-home care is simply not adequate enough for their aging parent, grandparent, or other loved one. While it may be true that for some people in-home care isn’t enough as a basic service, these types of headlines can often confuse those who are facing the prospect of someone they love getting older and struggling at home.
The headline in this particular article was, In-home care may not be enough to keep a parent safe at home. In this modern age of memes and headline sharing on social media where fewer and fewer people are actually reading the coinciding article, a person who only sees that and is trying to determine the best course of action for an aging parent dealing with health issues or limited mobility may assume it’s saying what the headline states: that home care is not something to consider because it’s not enough.
While the article does explain what the title means, these types of headlines are intended to grab attention rather than express an important reality. That reality involves the benefits home care does truly offer.
As noted by the Cincinnati Business Courier blog, In-home care may not be enough to keep a parent safe at home, written by Judi Dean:
“Consult with in-home care providers to learn more about your parents’ ability to take medicine, participate in therapy, and seek help for a medical problem.
Be alert for signs that one of your parents has trouble managing the activities of daily living including dressing, cooking, and personal hygiene. Talk to your parent’s current in-home aides, registered nurses, or therapists to find out if your mother or father has had increasing trouble performing these daily duties even with the assistance of their in-home senior support services.”
Millions of people across the country are facing the prospect that a loved one is struggling and may need support. They may understand the basics of home care, and they may be nearly convinced that it’s the right option, but a headline like this could cause more doubt and questions.
The home care industry has a significant challenge in overcoming negative public perception created by misleading articles and overemphasized news stories of belligerent caregivers. Mixed messages compound the struggle some agencies and providers deal with regularly in convincing aging seniors, disabled adults, and their families about why home care is one of the best long-term options available.
Information and positive resources remain one of the most effective marketing strategies that can combat even the most well-intentioned but misleading articles.