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. These will be discussed in more detail in the section on tracking key metrics.

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 palliative care, 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 Palliative Care”, “Coping Strategies for Families During End-of-Life Care”, and “Home Care Benefits for Palliative 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 Palliative Clients” provides another opportunity to educate your target audience but also provides a resource for free in exchange for email addresses. These guides can then be incorporated into a drip campaign of future marketing material.

c. Videos – create informative videos about palliative 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 palliative 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 palliative 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 palliative care to a client who may have a serious illness that would require this type of care but it can be part of a list of general resources)

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

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 palliative and hospice 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 palliative and hospice 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.

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.

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 - Palliative 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 palliative 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.

Once you've taken all these factors into account, you can calculate a base hourly or daily rate for your services. However, it's crucial to communicate clearly to potential clients what your prices include, and be transparent about any additional costs they might incur.