Marketing a home health or hospice agency isn’t about shouting into the void—it’s about speaking directly to the people who need your services most. Whether it’s a family searching for answers, caregivers looking for support, or referral sources connecting patients to care, your efforts should be intentional and focused.
At The Home Health Consultant, we’ve seen firsthand what separates agencies that thrive from those that stagnate. Though regulatory compliance is the biggest piece of success, it’s also about marketing with purpose. Agencies that focus on connecting with their audience and building trust are the ones that grow, while others struggle to gain traction.
In this article, we’ll break down the three main audiences for your agency:
- Patients,
- caregivers,
- and referral sources.
You’ll learn why they matter, how to reach them, and practical steps to make sure your message gets through.
1. Marketing to Patients: Reaching the People Who Need You
Patients—or their families—are often the first to search for help when a need arises. They want reassurance, reliability, and a name they can trust.
Patients are at the core of your business. When your agency is visible and trustworthy, you’re the one they call during a critical time. But they need to know you exist before that moment comes.
How to Reach The Patients That Need Your Agency
One of the best things you can do to put your agency on the map is to have an online presence. This doesn’t necessarily have to be a website. Patients and families often search online before making any calls. This is where platforms like Medicare Compare and Yelp come in.
- Medicare Compare lets patients research agencies based on key metrics like quality scores, allowing you to stand out if your agency’s data shines.
To stand out, it’s crucial to maintain high scores through consistent improvement supported by a strong compliance program. For more insights into keeping your agency compliant, check out Our Solution to Administrative Compliance.
- Yelp is also surprisingly effective. While it might not seem like the most professional tool, Yelp ranks high in search engine results. Encourage satisfied patients and families to leave thoughtful reviews—it’s a modern-day word of mouth.
However, it’s important to tread carefully with Yelp. One bad review could send numerous potential patients away from your agency. If you receive any negative reviews, be sure to respond to them promptly and address any concerns.
- Google Business is another great tool to get your agency noticed. It’s free to make an account, and you have a lot of freedom to personalize your profile. Here customers can find your agency, its location, and read reviews from other customers.
One of the biggest advantages of Google Business is its focus on local businesses. This allows you to stand out without competing directly with national companies. Just make sure to keep your profile updated with contact information, hours of operation, and photos to make the most of this resource.
- Community Involvement: Host events or partner with local organizations. Whether it’s sponsoring a health fair or presenting at senior centers, being visible in your community fosters trust.
- Educational Content: Create resources that answer common questions, like “What is Hospice Care?” or “How Does Home Health Work?” A simple blog or explainer video can help families feel informed—and build confidence in your agency. You don’t need to have a full library of content. A few key pieces answering commonly asked questions can make all the difference.
2. Marketing to Family & Paid Caregivers
Most caregivers are between 35-65 years old, usually the children of patients. They're juggling work, family, and caregiving duties. They're looking for real answers about how you can help take some weight off their shoulders. The quickest way to reach caregivers is to meet them where they are. There are a few different ways to do this.
How to Reach Caregivers Who Need Your Agency
- Connect on Social Media: This is where your caregivers spend their time, especially on Facebook. Share helpful tips, answer common questions, and tell stories they can relate to. Keep track of what caregivers ask during visits - these questions make great social posts.
Don't worry about having thousands of followers. Focus on being helpful and genuine. When someone searches for answers about caring for aging parents, make sure they find you.
- Join Relevant Facebook Groups: Focus on joining local Facebook groups related to caregiving and aging parents (like "Aging Parents SoCal"). These groups naturally attract and centralize exactly who you want to reach. In these groups, prioritize being a helpful community member by answering questions and sharing expertise.
When appropriate and within group rules, you can mention your agency's services. The best time to do this is often when someone specifically asks for recommendations. Some groups may have designated days for business promotion, so watch for these opportunities. Remember that authenticity matters more than follower count. It’s all about showing caregivers they can trust you and your expertise, without being intrusive.
- Leverage Search Sites & Medicare Compare: Like patients, caregivers turn to Medicare Compare and Yelp for guidance. Keep your Medicare Compare profile up-to-date, focusing on quality measures that matter most, like timely care and staff responsiveness.
Encourage positive Yelp reviews from families and caregivers who’ve worked with your agency. A consistent stream of high-quality reviews builds credibility.
- Partner Up: Build relationships with others who help caregivers. This could be medical equipment companies, pharmacies, adult day centers, and support groups. Host events together, create useful content, or simply share resources. Some of these businesses will allow you to leave business cards at their reception desk if you ask. Think about where caregivers go for help and be there too.
3. Referral Sources: Building a Steady Pipeline
Referral sources are essential to sustainable growth. Even if you’ve made a great impression on caregivers and patients, you’re still going to need consistent referral sources for your agency to succeed. They’re an aspect to home health and hospice care marketing that will never go away. Referrers can be:
- Physicians,
- discharge planners,
- and social workers
These professionals work with patients who need your services, often on short notice. If your agency is known for quality and reliability, they’ll make you their go-to recommendation.
How to Gain Referral Sources
- Direct Referrals: Develop relationships with local physicians and specialists. Meet with them regularly to share brochures, introduce your team, and discuss how your agency can help their patients. Bringing pastries to their office is a great way to show face and make an impression.
However, be cautious. Avoid giving expensive gifts to doctor’s offices, as this could be perceived as a kickback. Small gestures like pastries or cookies are ideal and keep things light. Also be mindful not to overwhelm them. Persistence and consistency are key, but you need to gauge their response.
Use your social skills to read the situation. Not everyone will be immediately receptive. If a physician seems overly standoffish, it may be best to move on. Over time, you’ll develop a sense of when a “no” is really a “maybe” and when a “maybe” is on its way to becoming a “yes.”
- Indirect Referrals: Don’t overlook discharge planners at hospitals or social workers at rehabilitation facilities. Provide clear materials highlighting your certifications, testimonials, and any niche services you offer.
Ask if the facility has a list of providers they work with and what you can do to get your agency on that list. In many cases, facilities give patients their “Trusted Providers” list to choose from. This is where having a website can make the difference of being selected or not. - Professional Presence: Attend medical and healthcare events where referral sources network, like conferences. These are opportunities to showcase your expertise and build trust within the industry.
Why These Are the Best Channels for Your Agency to Market To
By targeting patients, caregivers, and referral sources with tailored strategies, your agency becomes a trusted option—not just one of many. This focus ensures your message lands where it matters most, creating stronger connections and steady growth.
As you refine your marketing, remember: the more visible and credible you are, the more lives you’ll impact. Start by
- Enhancing your online presence
- Updating your Medicare Compare profile
- Showing face and attending events related to your target demographics in your community
With the right strategy, your agency will thrive. To find out more about how to successfully market your agency, check out our article, ‘What You Need to Know When Marketing Your Home Health or Hospice Agency: Laws & Regulations.’
*This article was written in consultation with Mariam Treystman.
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