For as long as I can remember, I’ve loved playing practical jokes. I have an impressive collection of realistic rubber bugs that occasionally find their way into cereal boxes or the flour jar, much to the horror of unsuspecting family members. I’ve swapped my colleague’s phone with an identical one covered in invisible tape. I’ve even replaced my husband’s toiletries with condiments from the fridge (a prank he found hilarious, of course).
These little stunts have earned me attention over the years—sometimes groans, sometimes laughter—but always attention. And in a world where everyone is competing to be seen and heard, sometimes you have to lean into what makes you different to stand out.
When it comes to your home care agency, celebrating what makes you unique isn’t just a fun exercise; it’s essential for attracting new clients and setting yourself apart from the competition. But here’s the catch: you might think you already know your differentiating factors, when in reality, you might be saying the exact same thing as every other home care agency in your area.
Are You Really Standing Out?
Every home care agency wants to be known for compassion, quality care, and trained caregivers. And those things do matter. But if those are your main selling points, you’re blending in, not standing out.
To really capture attention, you need to dig deeper. Ask yourself:
- Do I offer a level of care that’s different from others in my market? Maybe your agency provides specialized dementia care with advanced training that few competitors offer.
- Have I built a stronger reputation than others in my market? Perhaps families and referral partners trust you because of your long-standing history in the community.
- Am I using innovative tools or technology to enhance care? Maybe your agency provides real-time caregiver updates to families through a mobile app.
- Do my company’s caregivers stay longer, providing consistency in care? If you have lower turnover than the industry average, that’s worth talking about!
If what you’re promoting as unique is actually just standard across the industry, it’s time to reassess how you’re positioning your agency.
The Cupcake Wars of Home Care
I was watching Cupcake Wars on The Food Network the other day, and it reminded me a lot of the home care industry. In every episode, four talented bakers go head-to-head, but they’re all working with the same core ingredients: flour, sugar, eggs, butter. The winner isn’t the person who just makes a great cupcake. It’s the one who does something different—maybe an unexpected flavor, a unique decoration, or an extra-delicious filling.
Home care is the same way. Every agency offers personal care, companionship, and respite care. But what are you doing that’s different, better, or more memorable?
Are you the agency that takes a family-centered approach, keeping clients connected to their loved ones in unique ways? Do you provide specialized training that makes your caregivers the most skilled in the area? Are you actively involved in community programs that make families feel connected to your mission?
The agencies that stand out aren’t necessarily doing something brand new. They’re just doing it better or telling their story in a more compelling way.
When Your Differentiating Factor Needs a Refresh
If you feel like your agency used to stand out but isn’t making the same impact anymore, it might be time for a messaging refresh. Maybe competitors have caught on to what once made you unique, or maybe your messaging has grown stale and isn’t resonating like it once did.
This is where an expert home care marketing partner comes in.
How We Can Help
At corecubed, we specialize in helping home care agencies pinpoint and amplify their differentiating factors. Some of the ways we help agencies stand out include:
- SEO and Content Marketing – Making sure families find your agency first when searching for care.
- Website Development – Creating a website that showcases what makes your agency the right choice.
- Brand Messaging – Helping you tell a story that connects with families on an emotional level.
- PPC Advertising – Targeting the right people at the right time with the right message.
- Video and Visual Content Strategy – Developing authentic, compelling video to tell your story, feature caregivers, and help families feel connected before they ever call.
- And more!
If your agency isn’t standing out like it should, let’s fix that. Contact corecubed at 800.370.6580, and let’s craft a strategy that helps your home care company truly shine.