Whether you’ve been part of Bachelor Nation since the show launched 19 years ago, you’re relatively new to The Bachelor craze, you’ve never seen the show at all, or can’t stand it, there’s some wisdom home care agencies can glean about making the best first impression and standing out from the competition.
In the show, contestants pull out all the stops to catch the eye of a bachelor or bachelorette – and those who lack creativity and commitment are relegated to the sidelines. It kicks off with a first impression rose to the most memorable contestant – who very often ends up as a viable option for the suitor’s final pick.
In home care, where consumers and referral sources are trying to choose the best care solution from a sea of options, it is crucial to ensure you’re not only found, but are putting your best foot forward from the very start. Consider the following home health care marketing strategies:
- First: Can your agency be found online? SEO and PPC services, performed by a certified Google Partner with industry expertise are paramount to making sure your home care company is found when consumers are searching.
- Second: If your agency’s website can be found online, does it stand out? Does it impress or cause more stress? Is it easy on the eyes? Simple to navigate? Does it answer a consumer’s most pressing questions about home care services?
- Third: What do other people say about your home care agency? Consumer reviews on sites like Google, Facebook, Yelp and others help others verify that people have good experiences with your company. If you don’t have reviews, people are less likely to find your business and/or trust it.
- Once you’ve met the criteria above and someone calls your agency, are you confident in your current inquiry process – or are you losing business by ineffectively handling calls?
Show callers your commitment to meeting their loved ones’ care needs through:
- Reflective listening. This is a skill that requires practice to master and should be a focal point for training with your team. It involves really listening to what the caller says, and reflecting that back to let the caller know s/he has been heard. It’s a good idea to take notes as a caller is speaking to help remember key points. Be sure to use the caller’s name, as well as the care recipient’s name, which helps forge a relationship and shows you’re paying close attention to what’s being said, rather than just reading off a checklist of services. For instance:
- “Mary, it sounds like your Uncle Mike is struggling with the effects of his COPD. Can you share a little more about how that impacts his daily routine?” (Correct response)
- “We provide housekeeping, meal preparation, transportation, help with personal care, and companionship.” (Incorrect response)
- Showcasing expertise. Someone in need of care for a loved one wants the reassurance that the company they choose will provide expertise in offering solutions to the issue being faced. Highlight what has worked for others in a similar situation, and reassure the caller with “yes we can” statements to show you’re confident in your ability to help.
- Accentuating strengths. The caller cares most about knowing their loved one will be:
- Able to trust and depend upon the person providing care
- Able to make choices and provide input
- Engaged in meaningful and enjoyable activities
- Connected to others and the community
- Receiving care that meets his or her specific wellness needs
While listening to the caller, pay close attention to which of these needs (or any additional ones) seem most important, and then communicate how your services can meet these needs, including your agency’s place in the continuum of health care services.
Getting a “Hometown Date” or In-Home Assessment
On The Bachelor, contestants are all vying for one of the coveted “hometown dates” where they get to bring the eligible bachelor or bachelorette to their hometown to meet family and friends. In must the same way, once you fully understand the caller’s concerns, the goal is to get the opportunity to schedule an in-home consultation before providing pricing. Don’t be shy. Be ready to ask for an in-home assessment. You surely won’t get one if you don’t ask.
Selling Value Over Price
If the caller isn’t ready for this step and simply wants to know cost for services, be sure to share the value your agency brings before sharing the cost. Here is where you’ll want to share differentiating factors, such as:
- Licensure without citation (if licensure is required by your state)
- Above average client satisfaction scores
- Above average caregiver satisfaction scores
- BBB accreditation and A+ rating
- Professional and ongoing caregiver training and development
- An on-call supervisor available 24/7/365
- Carefully matched caregivers based on client needs and preferences
- Backup caregivers when a primary caregiver is ill or on vacation
- Caregivers who are employees of your agency
- Extensive interviewing and background screening process
- Higher caregiver pay, contributing to providing higher quality caregivers
- A nurse on staff, if that applies to your agency
- Supervision and oversight of care on an ongoing basis
- Any unique client enrichment/wellness programs
- Any other types of accreditation of affiliations that your agency has to signify a higher level of expertise and professionalism
- Updates provided to family members through a client portal
- Electronic visit verification to make sure caregivers are where they need to be when they need to be there
- A complimentary in-home consultation prior to beginning care
- Disaster planning protocols in place
- Your “why” statement, what motivates you and your team to serve others
When Cost Is a Factor
Keep in mind that when price is the only factor driving the caller’s decision, it may not be an ideal fit for your agency. And, if the caller decides to choose the lowest priced agency over your own, it’s likely that he or she will soon be dissatisfied; after all, you get what you pay for. At that point, the caller may come back to you and be more receptive to the value you provide.
Work With Home Health Care Marketing Professionals to Make the Best First Impression
A professional home care marketing agency can ensure your business shines by providing the expert solutions you need for your company to be found online, stand out from competitors, get consumer reviews, and handle inquiry calls with the utmost expertise. Let corecubed help. We have decades of experience in boosting home care agencies’ presence in the communities they serve and training their teams on how to sell. We’d love to help your agency make the best possible first impression too. Contact us at 800.370.6580, x1, to learn more about creating a customized home health care marketing plan for your agency today.