Four ways to improve your nonprofit home healthcare agency’s brand image online

By Kyle Schnurbusch, Strategy Director

If you’re a nonprofit home healthcare agency operator, we know you’re busy, and based on population trends in the U.S., your operation will grow significantly in the years ahead.

According to America’s Health Rankings, the population of people 65 and over in the U.S. will increase to 70 million by 2030, a 30% increase from the current senior population. The increase in older Americans is projected to grow the home healthcare service market to $153.19 billion in the same time period. Seniors’ preference to remain at home as they age contributes to the market’s increase as well.

If you’re an independent operator, there’s never been a better time to strengthen your brand, and building your image online can connect your organization to where prospective customers and their adult care influencers are looking for home healthcare services.

Here are four ways you can strengthen your agency’s brand image online:

1. Consistently communicate your points of differentiation in your messaging.

What are your agency’s core strengths? It’s important to evaluate your agency, your market and the perceptions surrounding your organization to develop a brand that’s authentic and has a point of difference based on your strengths. Through your research, establish three to five key points that can direct your online communications and marketing channels⁠—your website content, advertising and social media.

For example, consider “holistic approach” as a key point for your home health agency. You must convey your holistic philosophy consistently in your messaging. Support your message with stories, images and videos that provide additional perspectives for your strengths.

Connect your points to actual results as well. Using the “holistic approach” example, develop a client story that communicates the details of the approach and the results it has influenced for the client’s health⁠—mentally, physically and spiritually. Stories with outcomes allow a client or their loved ones to fully understand your service’s impact and why your differences matter.

2. Incorporate your client testimonials throughout a prospect’s online journey.

Referrals from current and past clients are great for promoting your home health care agency. Testimonials and reviews provide proof of your effectiveness. According to the 2020 Home Care Benchmarking Study, current and past clients are the top sources of new referrals.

Referrals can be used on your website, social media pages and paid advertising campaigns. Additionally, testimonial quotes or videos make for great remarketing content on social platforms and help you remain visible to past visitors from your website. Remarketing has become increasingly important in the last year due to longer decision cycles for home health care services, and testimonials can create trust and a compelling story that solidifies contracts.

3. Ask for and engage with your online reviews.

Trust is essential to developing any relationship, personal or business. For home health agencies, showcasing that your business is trusted by its clients is critical to acquiring more relationships. Online reviews are a great way to display the trust and strong client relationships your organization possesses, and good reviews have a direct return.

Yelp, a popular consumer review site for local businesses, reports that for every one-star increase that a business receives, it sees a 5-9% increase in revenue. Additionally, products and services that receive five-star reviews are 270% more likely to be purchased.

It’s clear that reviews are important to your prospective client’s decision journey. So, you must make the time to respond to the (good and bad) reviews you have acquired across review sites⁠—Facebook, Google, Yelp, A Place for Mom, etc.

It’s important to ask your satisfied clients to leave a review about their positive experiences as well. Most review sites have easy-to-use user portals to share a review quickly. Train your team in the field to use the review portals and ask clients for reviews when face-to-face. In-person requests are the most successful for receiving a review.

4. Be an educational resource to cultivate relationships with prospective clients.

As mentioned earlier, the decision cycle for prospective senior clients and their adult care influencers has gotten longer in recent years, mainly due to safety concerns related to COVID-19. It’s important to remain in front of these prospects, providing information and opportunities to engage as they move through their decision journey.

Educational content and online webinars are effective ways to build value and increase purchase consideration for your home health care agency’s services. Educational content and events can be promoted on your website, through SEO and on social media platforms.

Both open and gated content should be included in your content plan. Gated content might be a webinar, video or whitepaper about matters related to your service, and a visitor must submit their contact information to download or view the material. You can then use that information to reach out, answer questions, schedule a consultation or share more information. This helps them in their decision process.

Investing time in SEO-focused content can help your agency build awareness through search engines. By using key terms or asking common questions related to your services within content, users have a chance to find your business. An easy way to find keywords to use in your content, enter related questions and terms, such as “home health agency” or “caregiver agency,” into search engines to see what auto-populates in the search dropdown and the “people also search for” section.

Social media, specifically Facebook, can help your business build category authority as well. Share your educational content on your page along with other posts that shape your brand’s image, like client stories, organizational news, organizational culture highlights, caregiver tips or information about the issues your home health agency helps solve.

For 2023, use these tips within the first four months of the year to set your home health care agency up for success for years to come. Results don’t happen overnight, but your setting up a winning digital foundation that will produce real leads in the long term.

Questions? Reach out to us.