Now that we’ve turned the calendar page and become somewhat accustomed to replacing “2023” with “2024,” it’s time to focus on goals for the year ahead. Specifically, what aspects of your home care marketing strategy could use some recalibration? What worked well for you last year—and what didn’t?
Prepare to Embrace Change
Let’s face it: change is hard. As a care provider, keeping your head above water is hard enough. Yet, if you’re not keeping your finger on the pulse of the latest trends and evolving accordingly, you can be sure your competitors are.
Our home care marketing experts are here to help! We’ve compiled some top tips and trends that all home care providers should know for 2024.
Promote Better Living Instead of Being “Looked After”
Even though most people prefer to age in place, the idea of being “cared for” at home is off-putting for many individuals. No adult wants a “sitter.” Today’s aging population is interested in maintaining independence and living as fully as possible at every age and stage, even with limitations.
Yes, your agency can help with personal care, light housekeeping, meal prep, and rides to doctors’ appointments, but you can also make it possible for someone to live a more engaging daily life.
You can help them try something they’ve always wanted to experience, learn something new, compile a playlist of their favorite songs or movies, help them get something done that’s been on their to-do list, participate in a cause they are passionate about, and so much more.
Consider shifting your agency’s marketing messages and images, or your entire brand, to highlight how your services promote better engagement in life and community in addition to helping with activities of daily living and maintaining safety.
corecubed helps home care agencies create stronger language around their brand differentiation and value proposition to apply to their marketing efforts so they can rise above the competition.
If there’s one trend that’s exploding throughout all industries, it’s artificial intelligence. Savvy home care providers are tapping into how AI can improve their operations and clients’ lives. If AI is still a foreign concept, it is time to explore its benefits.
For example, AI can streamline recruitment by initially screening applicants and setting up interviews. It can also assist with retention by recognizing and rewarding staff and providing satisfaction surveys.
AI can enhance safety for your clients by learning a client’s patterns of movement, sounds, or behaviors and detecting when those patterns change, which could signify a health issue. This data can help prevent falls and hospitalizations—even when the person is alone. And this is just the tip of the iceberg!
Go Green at Home
The focus on environmental sustainability and eco-friendliness is growing. Are you incorporating green practices into your in-home care services? Are you using safe, natural cleaning products, reducing waste, and helping clients proactively conserve energy?
If so, ensure that your clients, their family members, potential clients, referral sources, and team members know what you do to care for our planet while providing care.
Try promoting that you’re a green company on your agency website and in other marketing efforts to align with the ever-growing eco-conscious client and caregiver demographics.
Make It More Proactive and Personal
The nature of aging in America is that no one wants to admit that they are, and that mindset creates scenarios where people don’t plan for care until they have a health crisis. Some experts call this an “episodic” model of care. They promote changing the model to one that is more proactive and personalized, engaging people earlier in the aging journey and evolving care services over time.
Personalized care models are nothing new but are becoming more important to promote. Hopefully, you are already creating personalized care plans for each client that outline the services they require. This care plan can help empower them to continue living safely at home.
Take it a step further by including more of what makes the person the unique individual they are. For instance, a care plan might include a note such as, “Gladys played the piano at her church for decades. Seek opportunities for her to continue to enjoy piano music by suggesting local concerts you can take her to, creating a playlist of songs she loves, offering to bring a keyboard for her to try playing, etc.”
With your clients’ permission, share their stories to showcase the personal touch you provide. For instance, include a monthly “client spotlight” section in your digital newsletter or a video on social media channels.
Consider Cultural Competency
Cultural competency will become increasingly crucial for home care companies to embrace. Your team should receive training on different cultural backgrounds to ensure respectful, sensitive care. This should also include the unique perspectives and needs of caring for those in the LGBTQ+ community so that each person feels valued and understood.
Consider creating a rack card or section of your care company website to highlight your commitment to inclusivity, both in the clients you serve and the caregivers you hire.
Mental Health Matters
The focus on older adults’ emotional and psychological wellbeing is finally getting the attention it deserves. Historically, mental health conditions like anxiety, depression, eating disorders, and other diagnoses were often overlooked and left untreated in older individuals.
As our society works to remove the stigma of mental health challenges, home care providers need to know how to provide holistic care that meets both physical and emotional needs.
Consider engaging with a home care training provider offering behavioral health modules, like HCP or CareAcademy. Once caregivers are trained, promote that additional level of expertise in your marketing efforts.
Speaking of stigmas to eliminate, let’s talk about ageism. There is, thankfully, a growing trend in addressing and treating each person with the respect they deserve, regardless of age. It means speaking directly to the person rather than to a family member about them without using patronizing language.
Gone are the days of calling an older adult “honey,” “sweetie,” or “young lady.” It’s important for all of your staff members to understand and adhere to anti-ageism practices.
It’s also important to take an anti-ageism approach to your marketing efforts by eliminating stereotypical images of older adults and instead choosing imagery that portrays how they will feel when using your agency’s services.
Also, be careful about how you describe the individuals you serve. As much as possible, limit your use of phrases like “seniors” and “the elderly” and instead refer to your clients as people and individuals. Studies show that age-based descriptions of older adults carry negative connotations. Since individuals age differently, we should be more thoughtful with our descriptions instead of lumping everyone over 65 into one age group.
When you’re ready to adopt these or any other changes to your home care advertising strategy for 2024, we’re here to help simplify and streamline the process.
As the only full-service advertising firm for the home care industry, corecubed is your one-stop-shop for all your advertising and marketing needs.
With decades of experience in helping companies like yours grow, we can work with you to create and implement a plan for success this year. Schedule a time to chat with us or call us at 800.370.6580 to learn more.