Word travels fast, and in this age of email, text, and social media, it travels faster than ever. That’s excellent news for home care providers, because word of mouth remains one of the best referral sources for agencies. In fact, Home Care Pulse’s 2018 Home Care Benchmarking Study shows that word-of-mouth referrals from past and current clients and their loved ones was the top revenue-generating referral source for home care agencies in 2017.
At MOST, the elder care marketing experts, we’re not at all surprised by these statistics; word-of-mouth marketing is a prevailing resource, especially in an industry like home care, which demands a high level of trust. Consumers are likely to trust someone who gives them a referral, assuming the person was happy with the services or products. As a matter of fact, according to Nielsen’s Global Trust in Advertising report, a referral from a friend or family member is the most trusted type of advertising. And coming in at a close second: branded websites.
What does that mean for your agency? In a nutshell, make sure you’re partnering with a team of professional elder care marketing experts, like MOST – one with specialized expertise in the aging care industry, to provide you with ongoing, high quality e-newsletters that inform an engage your target audience.
Effective e-newsletters will provide your readers with solutions to their problems, whether that means showing them how to modify the home for a wheelchair, offering fall prevention tips, or sharing suggestions for managing challenging Alzheimer’s behaviors, just to name a few.
Ongoing, regular e-newsletters are an excellent way to reach out to those with an interest in your services, but crafting the content, designing an eye-catching newsletter format, and tracking results are time-consuming – and you’ve likely got your hands full already with running your agency.
The good news is, the MOST team already has a proven e-newsletter process in place for marketing to baby boomers and other generations that are keeping home care agencies top of mind. Contact the elder care marketing professionals at MOST to learn more!