Home Health Care Agencies Seek Advertising Help

BY Kathy Crosett
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As the U.S. population ages, consumers are looking for alternatives to nursing homes and retirement centers for both themselves and their loved ones. Hiring a home health care service allows consumers to age-​in-​place in the comfort of their own homes. With this industry growing rapidly, individual businesses are changing tactics to advertise more effectively to their potential clients.

The home health care industry is populated by small companies that operate multiple franchises within a specific region. Private equity investors have begun to buy up these businesses. The investors anticipate a good return on their money as they work inefficiencies out of the current operating models.

Because of increasing competition in this branch of the health care marketplace, experts say that ad spending will increase. The well-​capitalized new owners of some of the franchised home health care businesses are willing to spend more on advertising to increase their market share.

Home Health Care Franchise Owners' Ad Strategies

Two specific advertising tactics are becoming popular in this business sector. Franchise owners are creating more materials that can be customized by local franchisees. In some regions of the U.S., ads that have an edgy tone are doing well among potential customers. For example, ads may encourage family members to fight back against a future that involves a cold, potentially uncaring nursing home. Instead, home health care agencies push an agenda of independent living with assistance from a caregiver. This way, customers won't feel so uprooted and as if they've completely lost their independence as they enter the next chapter of their lives.

Franchisee Ad Tactics

Radio and online advertising are performing well for home health care agencies. Videos that inform, educate and entertain potential customers can also capture consumer attention. In addition, home health care agencies are showing up at community events to emphasize their local roots. For many companies, targeting the adult daughters of a potential client is the way to go since they often are in charge of their parent's well-​being and can sway their decisions.

Ad Tech

This industry is known for its low-​tech, high-​touch approach. When it comes to advertising, more agencies are using technology to track how well their campaigns are doing. The agencies are shifting to campaigns that run for only eight weeks, instead of for six months or more. By constantly evaluating how they are doing, these businesses are using their ad money wisely.

You can help by checking out AdMall’s from Salesfuel Local Account Intelligence report on the industry. Share this data with your home health care accounts and help them optimize their ad strategy.