For owners and directors of private duty and home health agencies who want more families calling and the caregivers to serve them. A team matched to home care runs your local search, ads, referral outreach and the recruiting campaigns that keep shifts covered.
It starts with a free look at how families near you find in-home care, sent as a PDF within 24 hours.
Project panel
Your marketers have worked for in-home care before, so every client campaign is planned against the caregivers you can actually staff.
What it covers
Most inquiries come from an adult daughter or son searching late at night after a fall or a hospital stay, or from a discharge planner who needs a provider by Friday. These six areas cover both paths and the hiring behind them.
Area 01
Service areas drawn around the towns you staff, categories for home care or home health set correctly, office photos, and a request for a Google review after a family has settled in with their caregiver.
Area 02
Pages for personal care, companion care, dementia and Alzheimer's care, respite, overnight and live-in care, and post-hospital support, each explaining how the first assessment visit works.
Area 03
Search campaigns on phrases like in-home care near me, home care for elderly parents and caregiver for dementia patient, limited to zip codes where you have caregivers and to hours someone answers.
Area 04
One-page referral sheets, a simple intake path for discharge planners, case managers and elder law attorneys, and a short email update that tells partners which areas and shifts you can take this week.
Area 05
Job pages that describe pay structure, shifts and training honestly, Meta and Google campaigns aimed at caregivers within commuting distance, and a short mobile application that a CNA can finish on a break.
Area 06
Every call and form logged with its source, a same-day callback rule, a follow-up sequence for families who are still deciding, and a note when an inquiry turns into an assessment and a start of care.
Good to know
Home care marketing has two sides that most agencies feel at once. Families need care quickly, and you can only accept a client when a trained caregiver is free in that part of town. Campaigns that bring in inquiries you cannot staff burn the budget and the trust of the family. The work starts by mapping where your caregivers live and which shift patterns you can cover, then aiming client marketing there.
A private duty agency sells hours of non-medical care to families who usually pay themselves or through long-term care insurance, so the website and ads have to win the family. A Medicare-certified home health agency gets most patients by physician order and hospital referral, so the work leans toward referral sources, physician offices and a clean intake path. Many agencies run both lines, and each gets its own pages.
Inquiry forms often collect health details, so the forms, call recordings and CRM have to fit your HIPAA obligations, and tracking pixels stay off pages where a family describes a diagnosis. Text follow-ups need consent under the TCPA. Stories or photos of clients and caregivers are used only with written permission, and your administrator approves any page that describes clinical services.
If you own a territory in a home care franchise, the franchisor usually controls the main website, brand terms and some ad accounts. The team works inside those rules: your local Google profile, local landing pages where allowed, referral outreach in your territory and recruiting, while national brand campaigns stay with the franchisor.
In short
A marketer who has worked with home care agencies, not a random contractor.
Where we start
Before you pay for anything, you'll get an analysis comparing your marketing with your competitors'.
Services home care agencies usually start with
Who it's for
A new private duty agency with three caregivers and a home health agency serving several counties need different first steps. These four situations come up most often:
Profile 01
You have caregivers with open hours and want families who need longer shifts or live-in care. The team builds service pages for those care types and runs search ads in the towns where those caregivers live.
Roles most often needed
Profile 02
Your census depends on discharge planners and physician offices. The work covers referral sheets, a fast intake path, an updated profile for each branch and email updates that keep partners aware of your capacity.
Roles most often needed
Profile 03
Your state license arrived and the phone is quiet. Before the first ad, the team sets up the website, the Google profile, call tracking and a caregiver job page, then starts small local campaigns once you can staff them.
Roles most often needed
Profile 04
Families call but shifts go unfilled. Recruiting comes first: a clear job page, Meta and Google campaigns aimed at nearby caregivers, and a weekly view of which source brings applicants who finish orientation.
Roles most often needed
Facebook and Instagram ads Google Ads management Marketing automation
In short
You don't have to know who to hire.
Tell us about your company and your goal. A senior project manager assembles a team with experience in your industry and runs it from brief to delivery.
How we build the team
You don't pick the marketer. A senior project manager with 15+ years of experience does.
Step by step
You don't pick from a list. The project manager assigns someone with experience marketing home care agencies and is accountable for both the match and the work.
FAQ
Don't see your question? Request the analysis, and the project manager will answer it on the first call.
Most new clients come from two places: families who search online after a fall, a diagnosis or a hospital stay, and professionals such as discharge planners, case managers and elder law attorneys who refer them. Agencies that grow steadily keep a strong Google profile, clear care pages, fast callbacks and regular contact with referral partners.
It makes sense when you open a new territory, add a care line such as dementia or live-in care, need caregivers faster or when nobody in the office has time for ads and referral outreach. Look for people who have worked with in-home care and who report assessments and starts of care, not clicks.
Usually the Google Business Profile and local search, pages for each care type, Google Ads on in-home care searches, referral partner materials, caregiver recruiting campaigns, review requests and a CRM that tracks every inquiry to an assessment. The mix depends on whether you are short on clients, caregivers or both.
Search ads fit home care because families type clear phrases such as home care near me or caregiver for elderly parent when they need help. Campaigns work when they are limited to areas you can staff, exclude caregiver job searches and send the call to someone who answers the same day.
Discharge planners need a provider who answers fast and can start care within days. The team prepares a one-page referral sheet, a direct intake line and form, and short updates on the areas and shifts you can cover. Your staff keeps the visits and relationships, and marketing keeps the materials current.
Yes, and for many agencies it comes first. A job page that is honest about shifts and training, targeted Meta and Google campaigns, a short mobile application and quick replies to applicants help fill shifts. The report shows which source brings people who complete orientation, not only how many applied.
Home care marketing
Tell us which counties you serve, which care types you want to grow and how many caregivers have open hours. Within 24 hours a free review arrives as a PDF, followed by a call with your project manager.
Free marketing analysis
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
Are you a marketer with experience in a specific industry? Join the team
Your website, full name, email and phone. A PDF with specifics within 24 hours.
Find out which marketer or team your business needs and where to start.
