The elderly make up a large percentage of the population in the United States. According to America’s Health Rankings, roughly 16.8% of the US population is made up of those who are 65 and older. And in some states, like Maine, Florida, West Virginia, Vermont, and Delaware, that number is above 20%. As the US population continues to age, an ever-increasing number of individuals will need access to private home care to assist with medical and/or non-medical tasks like running errands, cleaning, cooking, medication management, and more.
For individuals who enjoy helping others, working within the community, and generally providing companionship, this growing demand for home care represents a unique opportunity. Fortunately, there are a number of senior service franchise opportunities that make it a little easier to break into this field. Whether you’re still exploring to find the right franchise for you or you’re looking for ideas about how to get private home care clients, keep reading as we discuss three tips for growing your home care franchise.
How to Grow Your Business: Home Care Marketing Ideas and More
Identifying how to get private home care clients and how to grow your home care franchise profit margin can seem like a puzzle. To start, it’s a good idea to reach out to your franchisor to find out what tools and training they might be able to offer you. Many franchises offer continuing resources and education for franchise owners to grow and expand their skill set. And, some provide national marketing efforts that’ll help you and other franchisees expand. Finally, if you’re not already, it can help to connect with other franchise owners within your network; they may have growth strategies to share.
In addition to these tips, here are three marketing strategies that can drive growth for your business.
1. Identity Who Should Be Your Target Market
Before launching any new marketing campaigns, it’s important to understand who your target market is. Of course you’re working with seniors, but who, exactly, are you hoping to communicate with and what kinds of services do you offer? Ask yourself these questions to help narrow in on a more focused client profile.
- Are you speaking directly to the elderly community, or are you looking to connect with their children or other family members?
- What demographics do you work with? For example, do you or any of your employees speak languages other than English? Are you targeting a particular geographic area within your community?
- Do you work with seniors who need medical assistance, or do you exclusively offer non-medical care? What kinds of services is your ideal client looking for? Are there gaps in offerings you may be able to offer to meet more needs?
While it may seem counterintuitive, knowing who your target market is makes it easier to develop marketing strategies that will speak to them.
2. Develop Partnerships to Connect with Private Care Clients
One of the more effective ways to attract more private home care clients is to build partnerships within the local community. For example, you may reach out to local healthcare professionals who work with seniors to see if they’ll include your organization on their referral list. Potential healthcare providers to reach out to include:
- Assisted living facilities
- Disease-specific associations (like ALS, cancer, or MS)
- Hospital discharge teams
- Physical therapists
- Occupational therapists
- Rehabilitation centers
- Social service agencies
- Veterans programs
Another way to build connections within the local community is by sponsoring or attending community fairs, block parties, and other events in your coverage area. Not only does this build brand awareness for your business, but it’s a great way to connect with potential clients and/or their families.
3. Establish Your Google My Business Profile
These days, most people, regardless of age, turn to the internet for research. That’s why updating and maintaining your Google My Business profile is a must-do. Essentially, this tool allows businesses to create a business profile within the Google search engine. When people search online for home care services near them, this allows your business to show up in the local results. You can also add details like contact information and hours to make it easier for potential clients to reach out.
Additionally, it allows people to leave reviews for your business. As you set up your Google My Business profile, consider encouraging existing customers or their family members to leave a review. Positive reviews may just spark more interest in your company. In fact, Northwestern University reports that a product with five reviews is 270% more likely to be purchased than a product with no reviews.
Wondering How To Become a Private Home Care Provider? Visit Franchise.com
If the world of home care franchising sounds like the right fit for you, turn to Franchise.com. With information and connections to some of the highest-performing senior care franchises on the market today, we make it easy to find opportunities that fit your needs, budget, and interests.
Get started by viewing our online directory where you can search by category, industry, state, or investment amount!
