Blog Post For Businesses

Marketing Your Home Care Agency

So you operate a home care agency. Do you feel like you’re competing with independent caregivers? The answer is likely yes—but there are a number of steps you can take to highlight the appeal of hiring an agency rather than an independent home care provider.

While some clients believe that hiring an unaffiliated caregiver is less expensive than working with an agency, this isn’t necessarily the case. Take insurance, for instance. If a non-agency-provided caregiver gets injured on the job, the client will almost definitely be liable for medical bills and other expenses. Home care agencies, conversely, must insure their staff—and clients are protected from unexpected costs in this way.

To convey the unique benefits of working with a home care agency, we encourage you to emphasize the following in your marketing communications:

  • Flexibility and Availability

Clients who hire independent caregivers run the risk of dealing with unexpected absences—or lack of flexibility if they need to extend or change the care provider’s hours on occasion.

Agencies, meanwhile, have caregivers on hand 24/7, year-round. They can offer skilled backup in the event that the client’s main caregiver is sick, on vacation, or otherwise unavailable. While marketing your agency, be sure to reinforce the flexibility you can provide. Make sure your clients know they’ll be taken care of no matter what.

  • Quality Assurance

Caregiver agencies hold their staff to the highest standards. They screen their team extensively, enforce specific policies and procedures, and most agencies check in on their staff on a regular basis.

Private caregivers aren’t always subject to the same level of scrutiny. Generally, it’s up to the client to conduct quality assurance checks—or find a third party to conduct them on their behalf. Again, agencies would do well to highlight this unique client benefit in their marketing materials.

  • Ongoing Training

Just as quality assurance is important, so too is ongoing caregiver training. Granted, states have specific training requirements for home care providers—but agencies tend to go above and beyond, and they must cover the cost of training.

Clients who employ independent caregivers, however, may be responsible for ensuring the caregiver receives ongoing training. They may even need to pay for the training! As such, agencies should make a point of sharing their training program—and the benefits thereof—to their prospects.

  • Taxes and Worker’s Compensation

When clients hire unaffiliated caregivers, they must withhold the home care provider’s taxes. Agencies, on the other hand, withhold and report their professionals’ taxes—and the client doesn’t have to do so much as think about it. Express this in your marketing plan as well, and leverage the appeal of working with a home care agency.

And of course, as described above, caregivers who are employed by a home care agency are all bonded and insured. This protects the client from incurring expenses relating to injuries, losses, or damages that occur while the caregiver is on the clock. Worker’s compensation insurance is invaluable, and the fact that agencies cover it brings clients peace of mind.

Looking for more information on how to market your home care agency? Stay tuned for more tips, tricks, and resources from Nurse2Help. The Nurse2Help app lists hundreds of prescreened caregivers in the D.C., Maryland, and Virginia area. Please contact us for more information.

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