We've brought together a team of educators and home care experts to answer the burning questions that you and every home care owner will ask at some point.
Marissa Snook President/CEO of corecubed care marketing
Ilya Vakhutinsky Careswitch CEO, home health aide's son, Forbes 30 Under 30, caregiver advocate
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Jeff Wiberg President of the Home Care Association of America board and CEO of Family Resource Home Care
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Debbie Miller Former pharma sales rep who built a $10M home care company and founded 52 Weeks Marketing
Debbie Miller Former pharma sales rep who built a $10M home care company and founded 52 Weeks Marketing
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Mark Johnson EA specializing in home care agencies
Jason Chagnon CEO of Home Care Marketing Pros; digital marketing consultant to senior care businesses
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Becki Harrington-Davis Senior Content Marketing Manager at CareAcademy
Sabrina Sattler Account Executive at Careswitch, home care agency advisor specializing in startup success and longevity
Ilya Vakhutinsky Careswitch CEO, home health aide's son, Forbes 30 Under 30, caregiver advocate
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Rachel Gartner Former home care recruiter who was so successful that she founded her own recruitment firm (Carework)
Gregg Mazza Founded a home care agency, almost ran out of capital after two years, figured things out and scaled past $5M
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Erica Horner Home care sales consultant & project manager at corecubed
Erica Horner Home care sales consultant & project manager at corecubed
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Angelo Spinola Home health, home care and hospice chair at Polsinelli
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Adam Corcoran Director of Business Development at Golden Care, owner of Home Care Flyers, helped build a multimillion dollar agency from the ground up
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Greg Coopman President at SeniorCareCX
Miriam Allred Head of Partnerships @Careswitch, former host of Vision: The Home Care Leaders Podcast
Brian Cottone Jr. Benefits expert at VItable Health
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Jeremy Fuller Managing Director of Grow Home Care Marketing; website, SEO, and digital marketing expert
Julio Briones Home care consultant specializing in helping 7-figure home care agencies grow
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Finding the right referral partners can have an incredible impact on your business. Unlike digital marketing such as Google Ads or SEO, which target consumers directly, building relationships with referral partners can give you access to a steady stream of consumers in need of care services. The question is: who should I target and how do I build relationships with them?
Let’s start with targeting. Put simply, you should target those who interface with seniors and their families at their “point of need”. The reality is that the home care industry is driven by seniors in crisis.
Sadly, it’s usually after some major event such as a fall, hospital visit or illness before seniors and/or their families consider home care. A referral from a health care professional who engage with patients and/or families at their, “point of need,” is what initiates most home care services.
In fact, 80% of revenues generated in the home care industry come from warm referrals from health care professionals. Every home care business that is serious about growth should adopt a business-to-business marketing model that helps you target and influence those who can recommend your services to seniors in need. Your marketing strategy is to dominate at the point of need. Having a dedicated marketer in your community building referral partners is the key to success!
Building a robust database of influence centers or referral sources is the first place to start. Analyze your territory or geographic coverage area and consider all the places where seniors go for care and companies who provide care. Use a senior resource directory to help you identify care centers. Do a Google search to find the names of senior care facilities. Below is a list of the influence center types you should look for to get you started:
Consider places where seniors live and are managed and supported by staff who can identify a senior in need:
Consider community support organizations and companies whose mandate is to help seniors:
The bulleted list above are the main influence center types that should be included on your target list. Let’s now review who, within those influence centers, you should visit on a regular basis.
Below is a list outlining the people in positions, who interface with seniors and their families in need. These are potential referral partners for you to target.
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
Business Opportunities:
Positions of Potential Referral Partners
You won’t be able to visit every center in your community. You should try to target 25-30 centers per marketing person and visit those centers every week. Some centers are a must to target and some you should avoid because they can’t help you. Below are questions to ask yourself as you finalize your target list:
If you’re just starting out, take a couple of weeks to build your database. Call the centers and get names for people in the positions outlined in the chart. It sounds tedious, but you must start somewhere. Try to schedule meetings as you fill in your database of potential referral partners. Do not waste your time calling on centers in low-income areas who could not afford your services unless you take Medicaid. You can make more of an impact focusing on more affluent areas if you are strictly private pay.
Referrals come from relationships and relationships are built from frequent touchpoints. You should try to see your potential referral partners each week. Using a route planner will help you stay organized and ensure you consistently hit your weekly targets. Consistency builds trust which leads to true partnership. Your goal is to develop as many referral partners as possible to have a steady flow of referrals and grow your business.
Written by Debbie Miller, Founder of 52 Weeks Marketing.
To learn more about the 52 Weeks Marketing methodology and the turn-key marketing system developed for home care providers, click on the link below to schedule a 10-minute introduction to the system. https://calendly.com/52weeksmarketing