Over the last ten years, I’ve worked with numerous home healthcare agencies, helping them reach families who need compassionate in-home care. One thing I’ve learned quickly is that home healthcare marketing is less about flashy campaigns and more about connecting with people in ways that feel personal, authentic, and helpful.
I remember a client last spring who had invested heavily in online ads but was seeing almost no patient inquiries. We decided to pivot toward storytelling—sharing real-life experiences of caregivers assisting patients during post-surgery recovery. One blog post, offering practical tips for families managing care at home, generated several direct calls from families looking for services. That experience reinforced something I’ve observed repeatedly: families respond more to relatable, experience-driven content than generic promotional messaging.
Another example comes from a small agency trying to increase referrals from local clinics. I suggested they create short educational videos addressing common questions doctors receive about home care. We distributed these videos directly to clinic staff and also shared them online. Within a few weeks, they saw a measurable uptick in referral calls. From my perspective, providing genuinely helpful information builds trust and positions an agency as an expert, without feeling pushy or salesy.
I’ve also seen agencies make the mistake of using overly technical language on websites. One provider I worked with had excellent services, but their website was filled with medical jargon that confused families. By reframing the content to answer practical, everyday questions—like how to coordinate care with a physician or what safety measures are included—we noticed higher engagement almost immediately. Small adjustments like these, grounded in real-world experience, often yield meaningful results.