When families are looking for in-home care, they’re not just hiring help—they’re trusting someone with the well-being of a loved one. That decision is deeply personal, often made during moments of stress or uncertainty. And in today’s highly competitive home care landscape, families have more choices than ever. So, how can your agency stand out?
One powerful, often underutilized tool is accreditation.
Accreditation Builds Trust at First Glance
Accreditation sends a clear message: your agency takes quality seriously. In an industry where safety, professionalism, and consistency matter, having an accreditation shows that you’ve invited an outside expert to verify that you meet—and exceed—recognized standards.
For a family trying to choose between two or three providers, the one with accreditation often feels more trustworthy and established. It gives weight to your claims of quality care and positions you as a provider that goes beyond the minimum.
According to a 2022 survey by the National Research Corporation, 72% of consumers say third-party endorsements and certifications increase their confidence in a service provider. In the world of home care, where credibility is everything, that confidence can tip the scales in your favor.
What Accreditation Really Says About Your Agency
Too often, accreditation is mentioned in passing—a logo in the footer of a website or a line in a brochure. But when used thoughtfully, it can become a key part of your value proposition.
Accreditation tells potential clients and referral partners that:
- Your processes and care practices have been reviewed by an impartial, expert organization.
- Your agency meets or exceeds nationally recognized standards for home care.
- You’re committed to continuous improvement and accountability.
These are not just checkboxes—they’re reassurance for families who are inviting you into their homes and their lives.
Don’t Hide Your Light; Show Accreditation Off
Once your agency earns accreditation, it needs to become part of your brand’s story. That means more than slapping a logo on your website.
Here’s how to put your accreditation front and center:
- Website: Display accreditation logos prominently—ideally in the header or sidebar of your homepage. Link those logos to brief explanations of what they mean and how they benefit the client. Even better, create a dedicated “Our Accreditation” page that explains the credentials in plain language.
- Print materials: Add logos and short accreditation statements to brochures, referral folders, business cards, and rack cards. If a discharge planner hands a family three brochures and only one of them includes this information, that’s a clear differentiator.
- Email signatures and newsletters: Your team sends dozens of emails a week. Use those touchpoints to reinforce your credibility. Include accreditation logos in email signatures, a clickable badge that leads to an awards or accreditation page on your website, and brief notes in your e-newsletters when highlighting quality and trust.
- Social media: When your agency achieves accreditation (or renews it), celebrate the milestone. Share what it means for families and team members alike. You can also create periodic posts that educate your audience on why your standards matter.
- Referral relationships: Use accreditation as a talking point with hospitals, physicians, and other referral sources. It shows that you’ve invested in quality, which makes them more confident in recommending your services.
Accreditation and Marketing Go Hand-in-Hand
There’s no downside to showcasing the steps you’ve taken to ensure safety, consistency, and professionalism. For families who are nervous about letting someone into their home, this kind of transparency can make all the difference. And for referral partners who are putting their own reputation on the line by recommending you, accreditation adds another layer of reassurance.
If you’ve earned it, use it.
Want to Turn Accreditation Into a Competitive Edge?
At corecubed, we help home care agencies translate their quality and credibility into compelling messaging. Whether you’re newly accredited or have had that stamp of approval for years, we’ll make sure it becomes a meaningful part of your brand’s voice—one that connects with both families and referral sources.
Give us a call at 800.370.6580 and let’s talk about how to make your accreditation work harder for your agency.