The need for home care is higher now than ever before, but that doesn’t mean an agency’s sales are through the roof. The sheer number of seniors flooding the marketplace has led to an equally large increase in the number of home care agencies opening up to meet the need for care. But with the COVID-19 crisis, many agencies have found a reduction in inquiry calls for service, leading to heavy competition for new clients. This intense competition means your agency is probably facing some common marketing and sales issues, including the following:
- Getting Past the Gatekeeper: Showing the gatekeeper the benefits your agency can provide is, of course, key – but it’s going to require some additional creativity now. Keep in mind that it’s never ok to be pushy, but think outside of the box to come up with ways you can help make their job easier. Try initiating virtual meetings, and offering digital marketing materials and educational resources to let them know you stand with them in helping their clients find the help they need.
- More Effectively Communicating with Callers: It’s common for adult children of aging parents to contact a home care agency for information about services when they’re not quite ready to commit. Many of these callers are experiencing feelings of guilt for not being able to handle the needs of their loved ones on their own, on top of concerns about ensuring their loved ones stay healthy and avoid exposure to illness. It’s crucial to first empathize and follow up on the callers’ specific concerns, with statements such as, “I understand this is an important decision and you need to think about what is best for you and your loved one. I can email you some more information on the steps our agency is taking to keep seniors safe and well, and how our in-home services are the best option, especially during this time.”
- Showcase Yourself as a Resource: Establishing your agency as an expert resource is key to acquiring trust and building relationships with both referral sources and potential clients. Your staff must showcase their knowledge and expertise, and your marketing materials – your website, brochures, flyers, social media posts, etc. – must provide relevant, informative content that highlights your professionalism.
Getting past the gatekeeper and nurturing those important referral and potential client relationships are crucial to growing your agency, and during a time of crisis like the one we’re experiencing with COVID-19, it’s important to remain open to new ways to stay on track. Our MOST home care marketing program has been developing marketing materials that educate and provide helpful resources to referrals and their clients. Learn more about our MOST program and how it can help your agency, along with other ways we can help improve your home health care marketing strategy.