1. To increase website traffic

2. To generate more qualified leads per month

3. To improve conversion rates from initial inquiry to client sign up

4. To increase social media followers for future client and caregiver acquisition

5. To engage with your followers and increase visibility

1. Content Creation – Effective content for your target audience will help to drive traffic to your website and social media platforms. Optimized content will also help increase your SEO by using keywords that are frequently used by the target audience. If you are focusing on providing dementia and memory care services, focus on creating informative and engaging content through these types of mediums:

a. Blog posts – write and publish blog posts on topics such as “Understanding Dementia”, “Coping Strategies for Families of Dementia Clients”, and “Home Care Benefits for Dementia Clients”. This provides educational content for your target audience and using relevant keywords throughout these articles will improve your SEO ranking.

b. Guides or eBooks – publishing more comprehensive guides and eBooks like “A Complete Guide to Home Care for Dementia Clients” provides another opportunity to educate your target audience but also provides a resource for free in exchange for email addresses. These addresses can then be incorporated into a drip campaign of future marketing material.

c. Videos – create informative videos about dementia care and promote them on your website and social media platforms.

2. Social Media Marketing – it’s important to consistently post content on your social media platforms to increase visibility and awareness. Keep in mind that Qualicare Home Office posts more general social media content twice per week on Instagram and Facebook but you will want to get to the point where you are posting 5-6 times per week for the most effective results.

a. Educational content – post content to help educate your target audience and to establish yourself and Qualicare as an industry expert

b. Client stories – when appropriate, share stories about a client or their family and how working with Qualicare has impacted them (and you). Ensure you receive permission from the client and/or family before posting anything and be aware of privacy rules and regulations.

c. Caregiver stories – our people are our biggest asset and sharing the great work they do makes for engaging and more human content. This will also provide recognition for your caregivers and help with retaining top quality caregivers.

d. Social media groups – Participate in relevant groups on Facebook or LinkedIn, offer expert advice and share useful content from your blog or posts from other social media platforms

3. Email Marketing – implementing an email marketing campaign to nurture leads and engage with existing clients will also have an impact on your ability to generate interest from your target audience.

a. Drip campaign - You can use your database of leads and contacts to create a drip campaign, which is an automated email sequence that provides further

information about dementia care and Qualicare’s services and gently leads a potential client toward scheduling an in-home assessment.

b. Newsletters – Sending out newsletters also aids in keeping Qualicare front of mind for potential leads. Newsletters can feature new blog posts, company updates, client stories, caregiver recognition and helpful resources specific to dementia. (Note – it is important to keep in mind any privacy policies regarding direct content. For example, you may not be able to ONLY send information regarding memory care to a client who may have dementia but it can be part of a list of general resources)

4. Google Ads/Paid Advertisements – You can also run targeted ads aimed at dementia

clients and their family members, focusing on a strong call to action to book an in-home

assessment.

a. Digital agency - Working directly with a digital marketing agency with experience in PPC (pay per click) within the home care industry is key to your success in this area.

b. Budget – In order to see effective results from PPC, you will need to be prepared to spend at least $1000 per month.

Home Care Agencies – There are a number of home care agencies in your local area, many of whom cannot meet the demand of the industry. By establishing a relationship with them, you can partner to ensure all clients with dementia or memory care issues get suitable care. For example, some agencies may not have the required specialized dementia training or the caregivers and can recommend your agency as a secondary option.

Adult Day Care Centers – These centers offer daytime programs that provide social interaction, activities and care for dementia patients. Family caregivers often use these centers to provide respite during the day and, in establishing a relationship with the center, you can receive referrals for in-home care needs.

Respite Care Services – Respite care services offer temporary care for dementia patients, giving regular caregivers a much-needed break. This could be for as little as a few hours or it could be for a week or two. These services can recommend longer term in-home care based on a client/family need.

Meal Delivery Services – Services for meal delivery offer nutritious meals to seniors in their homes, ensuring they receive regular and healthy food without the challenges of grocery shopping and cooking. Because these seniors are staying in their homes, they often have needs for other services such as activities of daily living.

Transportation Services – Some non-profit organizations or community programs provide transportation services for seniors who can no longer drive, helping them attend medical appointments, go grocery shopping or participate in social activities. These seniors often have other needs as well and can benefit from being referred to a home care agency.

Telehealth Services – Telehealth allows patients to connect with healthcare providers virtually, reducing the need for travel. This is particularly useful for routine check-ups or mental health services. Again, with these seniors staying at home, they often have a need for other types of services and assistance.

Support Groups – Dementia support groups, often organized by non-profits such as the Alzheimer’s Association, provide emotional support and resources for both clients and family caregivers. Connecting with these support groups can provide their clients with options for additional assistance as the severity of their dementia increases.

Home Modification Programs – Some organizations provide assistance with home modifications to create a safe and accessible environment for dementia patients at home. This might include installing grab bars, improving lighting, adding stairlifts, all to make navigation easier. Because they are specifically working with seniors who want to stay at home, they can be a great reference for additional in-home services to help a senior with dementia live productively and safely in their home.

Disease-specific organizations – Many community organizations provide resources for understanding dementia and how to care for someone with declining memory and cognitive function. Connecting with these types of organizations, such as the Alzheimer’s Association, can provide you with opportunities to take part in community events/fundraisers, provide educational workshops or connect directly with clients requiring care.

Retirement/independent living facilities - Retirement homes generally don't have the capacity to provide support to people with advancing dementia, but families sometimes want to prioritize keeping their family members where they are most accustomed/familiar since changes in environment can exacerbate symptoms of dementia. This means you have the opportunity to provide additional support directly in the facility for a particular client. Many facilities have a Behavioural Support team who will be brought in when a client has “challenging” expressions (behaviours). Seeking out these teams can be helpful. 

Assisted living facilities that do not offer "memory care" - Assisted living facilities can generally provide adequate support to people with dementia up until their symptoms become too burdensome, at which time the facility will recommend a move to a facility that has a memory care option. Families sometimes want to prioritize keeping their loved one in the current facility since changes in the environment can exacerbate symptoms of dementia. Again, this becomes an opportunity for you to add supplemental services and allow the client to stay in their current facility.

Hospitals - Hospitals are not at all equipped for meeting the needs of patients with moderate to advanced dementia or even clients with acute illnesses that cause dementia-like symptoms, like delirium. Private care would be a good resource in these situations.

Specific Memory Clinics - Often, memory clinics are located or associated with hospitals, clinics, government organizations such as HCCSS (Home and Community Care Support Services), etc.

1. Identify Key Referral Sources - Begin by identifying professionals who are most likely to refer patients for home care services. These might include general practitioners, geriatricians, neurologists, social workers, hospital discharge planners, professionals at senior living communities, or any of the options in the previous section. Create a database of these key sources with contact information of people you want to speak directly with.

2. Create Informative Materials – Collect any brochures, case studies, and one-pagers that clearly outline your services and their benefits, particularly with regard to dementia and memory care. These materials can be distributed to potential referral sources.

3. Understand their Needs - Understand what your partners need and how you can help meet those needs. For example, they may need a reliable home care service to refer their patients to, or they may need educational resources about home care for their patients and families.

4. Communicate Your Value – When talking with potential referral partners, clearly communicate the unique value of your home care services and how they can benefit the partner's clients. Highlight specific services that meet the unique needs of their clients and the quality of care that you and your caregivers provide.

5. Establish and Grow Relationships – Having strong relationships with referral partners is not done in just one interaction. Continue to follow up with referral partners and find out how you can help them. It is meant to be a reciprocal relationship, not one built on a transaction.

6. Networking events - Networking is crucial in establishing professional referrals. Attend local medical conferences, healthcare events, and seminars to meet potential referrers. Regularly visit clinics, hospitals, and senior living communities to build relationships with the staff.

7. Education Sessions - Provide educational sessions or workshops on dementia and memory care. These sessions can help other professionals understand the unique benefits and features of your home care service and how it can be a reliable option for their patients. Educational sessions can also be done for your caregivers. Whenever possible, partner with a referral source to aid in providing training that may not be provided “in-house” so they can see that you are prioritizing training that is specific to their interests. For example, work with the Alzheimer’s Society on specific training for your caregivers.

8. Regular Communication - Keep your referral sources updated with changes or advancements in your services. Regular email updates, newsletters, or personal meetings can be effective for this purpose. You can also include them in any drip campaigns to referral partners that can highlight client stories, new service offerings, caregiver recognition, and company updates.

9. Client Success Stories - Sharing successful case studies or client stories can build confidence among potential referrers. It helps them understand the effectiveness of your service and its positive impact on the clients’ lives.

10. Provide Exceptional Service - Providing top-notch care will naturally encourage professionals to refer their clients to your service. Make sure you have a highly trained staff who can address the specific needs of dementia clients. Consider creating specialized “teams” of staff members who can be teh go-to staff for providing specific care. This may be similar to creating your own Behaviour Support team with staff who have specialized dementia training and experience to consult when there are particularly challenging clients.

11. Follow-Up and Appreciation - After receiving a referral, follow up with the referrer to thank them and provide feedback on the client’s progress. This helps to build a solid and trustworthy relationship with your referrers.

1. Cost of Caregivers - The major expense in home care is often the salary or hourly wage of caregivers. You need to factor in not only the direct compensation but also costs like insurance, benefits, training, and taxes (burden).

2. Level of Care Required - Dementia patients can require varying levels of care depending on the progression of their condition. Those in the early stages may need only part-time assistance, while others may require round-the-clock care or specialized medical attention.

3. Specialized Care Training - Caring for dementia patients often requires specialized skills and training to handle the unique challenges these patients can present. If your caregivers have received special training or if you're providing specialized programs or therapies, these can justify a higher price.

4. Overhead Costs - These include the costs of running your business such as rent, utilities, marketing, administrative staff salaries, licensing, and insurance.

5. Competitive Analysis - Look at what similar agencies in your area are charging. Being aware of the market rate can help you make sure your prices are reasonable and competitive.

6. Geographic Location - The cost of living in your area will significantly impact what you can charge. Services in urban or high cost-of-living areas often charge more than those in rural or lower cost-of-living areas.