The Marketing Strategy Every Home Care Agency Should Be Using

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With the growing demand for data proving quality of care, it’s important for home care agencies to start finding ways to be more specific in their marketing strategies.

Like it the old fashioned way?

So you’ve began collecting and analyzing your data… now what?

Qualitative (feedback and quotes) and quantitative data (scores) are important for many reasons – it helps in building customer trust, finding and onboarding new clients, decreasing client turnover, and increasing revenue. The thing is, there are many agencies that collect the data and act on it but aren’t sharing it throughout all their marketing channels.

With the growing demand for data proving quality of care, it’s important for home care agencies to start finding ways to be more specific in their marketing strategies.

Data in marketing is almost a necessary part of a home care agency’s strategy nowadays. With the internet growing everyday, interested clients are becoming more dependent on what others are saying. Customers care what each other have to say and the more emphasis you put on this, the quicker your clientele base will grow.

Guy Tommasi, Owner of LIFETIME Care at Home, is a big proponent of this. Guy and his team consistently review their numbers, find ways to improve, and analyze the best ways to share the work they’ve done.

They’ve managed to be a top competitor among the 600+ agencies in their area because of the proof of quality they’ve been able to gather through surveys. This is due in a large part to the effort they put into marketing their outcomes.

When you provide great customer service, a lot of marketing comes naturally – like reviews, client-to-peer referrals, etc. – but there are always things you can do to strengthen your marketing reach.

While the information provided below is going to be most impactful for Home Care Pulse users, by measuring satisfaction, any agency should be able to use social proof to create a solid marketing strategy.


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We don’t have to guess what’s going on out there and what other [agencies] are doing… Now we can measure ourselves against the rest of the industry.”

The who, what, when, where, why, and how

When you begin looking at your data, reports, and benchmarks, it will quickly become clear how satisfied your clients are with your services. Some of the areas that you should be measuring are client testimonials, client satisfaction, and net promoter score.

After talking with thousands of home care agencies across the country, we’ve noticed that those who are measuring their client satisfaction scores, collecting testimonials, and using that feedback in their marketing are on track to become some of the most successful agencies.

Before diving into the specific areas where you can implement data, reports, and benchmarks into your marketing we want to discuss some of the first steps you should be taking.

  • Focus on improving the client experience above all.

  • By looking at the data, pinpoint what sets your agency apart from others and use that as your differentiator.

  • Know what your clients are saying and manage your online reputation. You can also create more room for discussion here by implementing client referral programs, etc.

  • Organize the feedback, data, and reports, and then begin pushing that information out into the world through your website, online and traditional publication methods, and in person-to-person conversations.


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How to Create a Survey Method_Library Featured Image

Clients also like to see that employees are happy so caregiver scores/testimonials can be a great addition to your marketing strategy.

Here are each of the areas where you can implement data, reports, and benchmarks into your marketing:

With referral sources

Securing referral partnerships can be a tricky game to play. As we’ve mentioned in previous articles, To succeed, you need the right strategy, the right approach, and the right people to pull it off.

Although there are many things that go into successfully obtaining referral partnerships, we want to talk about what numbers and information you should be including.

It’s likely that the referral partners you’re meeting with have been approached by multiple agencies in the area or already have partnerships established. This is why it’s critical to use your data to find a differentiator that sets you apart.

If you have really successful client satisfaction reports, bring those with you to the meeting. Although client satisfaction alone won’t help you secure a partnership, it’s reassuring for them to see.

To be the most successful in your referral marketing strategy, you’ll want to create quality of care reports. You can get these by enrolling in the Home Care Pulse client/caregiver survey program or by adopting a strategy to implement an in-house survey or feedback collection program. The quality of care reports may include:

  • Client/Caregiver Net Promoter Score Report: This report shows your Net Promoter Score and indicates which percentage of your clients are promoters, detractors, or passives.

  • Client/Caregiver Testimonial Report: Authentic testimonials transcribed from live telephone interviews with your clients and caregivers.

  • Client/Caregiver Satisfaction Benchmark Report: This report shows how your home care business scores across seven client and seven caregiver satisfaction categories and how you compare to the industry average.

  • Client/Caregiver Satisfaction Trend Reports: Trend reports show how your clients and caregivers rate you in specific categories such as likelihood to recommend services, impact on daily life, compassion of caregivers, client/caregiver compatibility, caregiver training, and more.

Another piece of the puzzle is tracking and emphasizing hospital readmission rates. By using this data you’ll show referral sources that you’re credible and that you’re making it a top priority.

On your website

Data confirms or disproves people’s thoughts about your company. You can’t argue with the facts. When they can see the numbers rather than just your company’s opinions on itself, they’re more likely to trust what you’re saying.

On your website, you should be sharing all the previously mentioned points: satisfaction scores, testimonials, etc.

You can even create specific pages for each of these areas. On the website, we have a page created just to highlight testimonials. Here’s a preview:

Through advertising (online and in the community)

Advertising comes in many different forms – social media, print (newspapers, magazines, etc.), direct mail, email marketing, outdoor advertising, and more.

With all of these options, there are a variety of strategies you’ll need to be using – the one common thread, however, is the messaging in those ads.

Here’s an example of a testimonial advertisement that will give you ideas on how to format yours:

Testimonials are a great tool to use in advertising because of the variety of options. These include:

  • Videos

  • Text/written testimonials

  • Client success stories

  • Online reviews

In assessments and consultations

Last but not least, you should be using your data, benchmarks, and reports in assessments and consultations.

When meeting with potential clients, your caregivers and staff should have knowledge about satisfaction – but even more so, being prepared to answer questions with direct statistics will give them the clarity that they need to choose your agency over another.

Emphasizing your value

Your metrics can be a great indicator of your value. While the care you perform is certainly number one, the outcomes can be shown through the data. When you have this data, you can share it in every aspect of your marketing to emphasize your success.

When it comes to the data, the are no half-truths. It simply is what it is – which is why it’s important that you’re taking every step necessary to create a well-rounded experience for your clients.

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