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Non-Medical Home Care Sales & Marketing Plan

How much thought have you put into your home care sales and marketing plan? 

Certified Homecare Consulting

Non-Medical Home Care Sales & Marketing Plan

 
 
1. Executive Summary

Introduce the mission and the scope of the business. Emphasize the value of compassionate and high-quality care.

2. Market Analysis

  • Target Market: Identify the target demographics. For instance, seniors over the age of 65, adults with disabilities, or post-operative patients.
  • Market Size: Estimate the number of potential clients within your service area.
  • Market Trends: Understand the growing demand due to the aging population, and a trend towards aging at home.
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3. Referral Sources

  • Medical Referrals: Hospitals, physicians, physiotherapists, and clinics.
  • Community Referrals: Churches, clubs, local NGOs, and senior citizen centers.
  • Professional Referrals: Lawyers handling estate and elder care matters, financial advisors, etc.
  • Existing Clients: Word-of-mouth referrals from satisfied clients.
  • Online Directories: Home care directories, elder care directories.
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4. Revenue Streams

  • Hourly Care Services: Charging on an hourly basis.
  • Live-in Care: Providing 24/7 support.
  • Specialized Care Programs: Dementia care, respite care, post-operative care.
  • Membership Models: Monthly or yearly plans for regular check-ins and basic services.
  • Product Sales: Selling products that cater to the elderly like mobility aids, safety tools, etc.
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5. Marketing Actions

  • Digital Presence:

    • Website: SEO-optimized, mobile-friendly, with blog content and testimonials.
    • Social Media: Regular posts, patient stories, caregiver spotlights, etc. Platforms might include Facebook, Instagram, LinkedIn.
    • Email Marketing: Newsletters, patient stories, updates.
    • Online Advertising: Google Ads, Facebook Ads targeting locals.
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  • Community Engagement:

    • Attend or host community events.
    • Workshops on topics like fall prevention or Alzheimer’s awareness.
    • Partnerships with local businesses for mutual promotions.
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  • Public Relations: Local news stories, community service events, press releases.

  • Branding: Strong branding materials including logo, brochures, business cards.

  • Feedback Mechanism: Surveys to understand the client’s needs and improve services.

6. Sales Strategy

  • Training: Ensure your sales team understands the nuances of home care.
  • Pricing: Competitive pricing strategies – consider bundle packages.
  • Promotions: Initial discounts, loyalty discounts, or referral bonuses.
  • Follow-ups: Regularly check in with leads and provide additional information as necessary.
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7. Partnerships & Alliances

  • Partner with medical equipment suppliers.
  • Establish relationships with local clinics, hospitals, and physicians.
  • Collaborate with non-profits working with the elderly or disabled.

8. Client Retention

  • High-Quality Service: Ensuring care is top-notch is the best retention strategy.
  • Regular Check-ins: Periodic assessments to update care plans.
  • Feedback Loops: Allowing clients to express concerns or praise and acting on feedback.
  • Loyalty Programs: Rewarding long-term clients with discounts or additional services.
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9. Monitoring & Evaluation

  • Track all marketing efforts for ROI.
  • Utilize feedback and apply changes in real-time.
  • Regularly reassess the target market and pivot strategies as needed.
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10. Budget & Forecast

  • Detail the budget for each marketing activity.
  • Forecast expected results for each strategy.
  • Regularly review the budget versus actuals and adjust accordingly.
 
 

This plan is a high-level overview. Each section could be expanded into further detail, including exact steps, timelines, responsibilities, etc. Always ensure that your marketing actions align with your business’s mission and values. Remember, in a business like non-medical home care, reputation and trust are paramount.

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