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 improve social media following for future client and caregiver acquisition.

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 care for veterans, focus on creating informative and engaging content through these types of mediums:

a. Blog posts – write and publish blog posts with titles such as “Understanding your Home Care Options” or “5 Signs that It’s time to Consider Home Care”. You can also write directly about the PACE Home Care Process in a step-by-step guide that includes tips and insights for clients that have to navigate the system

b. Videos – create informative videos about home care for seniors and promote them on your website and social media platforms

Pro tip – Using AI can make the creation of blog posts or marketing content much faster and easier!

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. Utilize social media platforms to engage with clients and their families

b. Create informative and engaging content that addresses the unique needs and challenges of clients seeking home care assistance

c. Join relevant senior and caregiver groups on platforms like Facebook or LinkedIn to share valuable insights and establish your agency as a trusted resource

d. Share success stories that show inspiring stores of clients that have benefited from home care assistance (Ensure you do this with permission from the client)

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 care for seniors 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 home care. (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 specific services to a client but it can be part of a list of general resources)

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

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 PACE services. 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. Attend specific senior events and expos where you can even set up a booth to showcase your home care services and engage with seniors directly.

7. Education Sessions - Provide educational sessions or workshops on home care options for seniors. Partner with local senior centers, retirement communities and other community organizations to host these events. Provide educational materials that explain the benefits of home care assistance for seniors and how to access PACE.

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.

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.

● Cost of Services: Determine the costs associated with providing your services. This includes salaries and benefits for staff, administrative overhead, supplies, and any other costs your agency incurs.

● Market Rates: Research what similar providers are charging in your area.

● Value Added: Consider the unique value that your services offer to PACE participants. If you provide specialized services or have additional qualifications that improve the quality of your care, this can be reflected in your pricing.

● Volume of Services: The number of PACE participants you're expected to serve can impact your pricing. If the PACE organization will be referring a large number of clients to your agency, you might negotiate a different rate.

● Negotiation with the PACE Organization: Ultimately, the rates will be decided through negotiation with the PACE organization. They will have their own budget considerations and may have limits on what they can pay for certain services.