3 Actionable Sales & Marketing Strategies Home-Based Care Providers Can't Get Enough of in 2024

Home-based care agencies are taking a data-driven approach towards their sales & marketing campaign this year—are you behind? Explore the latest industry trends, tips, and strategies from the 2024 Activated Insights Benchmarking Report.

To mark the 15th Annual Edition of the 2024 Activated Insights (Formerly HCP) Benchmarking Report, we’re breaking down the key findings from each section to help get home-based care providers a head-start on turning benchmarking data into data-driven business decisions.

Strategize your sales and marketing efforts this year with these 3 tips.

Tip #1: Prioritize Customer Acquisition & Referrals

Finding: Rising customer acquisition costs highlight the urgency for you to prioritize strengthening your relationship with new referral sources.

Trend: Providers who prioritize building relationships and managing their reputation within the industry see unprecedented customer growth.

Threat/Opportunity: Customer acquisition costs are the highest they’ve been in five years.

Data-Driven Strategy: Create and strengthen your relationship with new referral sources by:

A line graph titled "Home Care Historical Median Customer Acquisition Costs" from 2018 to 2023. Costs start at $582 in 2018, rise to $800 in 2023 with fluctuations in between. The highest cost is in 2023. © 2024 Activated Insights.

Optimizing your digital presence for referrals to illustrate the positive impact of your services on referred patients.
Differentiating your services from other local agencies.
Approaching your website from the perspective of potential hires.
Nurturing relationships by responding to reviews and continuing to deliver high-quality services.

Tip #2: Track & Respond to Inquiries & Assessments

Finding: In the long-term & post-acute care industry, every interaction with someone directly correlates with your business’ reach and revenue.

Trend: Providers who track EVERY inquiry about their services see more ROI than those who only track some.

Threat/Opportunity: Only 1 in 4 providers can prove their quality-of-care outcomes with data.

Data-Driven Strategy: Prioritize booking an assessment after every single inquiry. Use a data-focused approach to calculate the ROI of your referral relationships and marketing campaigns by tracking and measuring:

Graph titled "Home Care Historical Inquiry Tracking Comparison - Median Revenue." It shows median revenue trends from 2019 to 2023 for providers who track every inquiry ($2,218,000 in 2019 to $2,127,964 in 2023) and those who don't ($1,685,000 in 2019 to $1,361,000 in 2023).

The length of time it takes to call or email your customer or family member after the inquiry was received
The number of in-home assessments that were booked from those inquiries
The quantity of reviews you have on the most well-known review websites
Your agency’s overall average rating
How many “social proof” gaps need to be filled in your digital presence to better support sales
Total leads in the last three- and six-months vs time spent on acquiring them
Inquiries who didn’t result in an immediate assessment
Quantity of clients converted vs monetary value of those clients

Tip #3: Effectively Market Openings & Accolades to Improve Staffing

Finding: Although employee turnover rises to the highest in four years, homecare, home health, and hospice providers are most threatened by not being able to effectively market their services and employment opportunities.

Trend: Median care staff turnover spiked by 14% in the last two years for home-based care and increased by 8.3% in home health and hospice.

Threat/Opportunity: Despite turnover being at an all-time high, home-based care providers are more concerned with recruiting staff, while home health and hospice are worried about attracting enough referrals.

Data-Driven Strategy: Gather feedback from your current customers and employees to learn what they wish you’d start or stop doing to retain them—the promote it! Five expert tips to get you started:

Bar chart titled "Home Care Historical Median Professional Caregiver Turnover Rate" showing years 2018 to 2023. Values: 81.6% (2018), 64.3% (2019), 85.2% (2020), 64.9% (2021), 77.1% (2022), and 79.2% (2023). Multiple colored bars represent each year.

Build a culture that values and actively solicits feedback from employees.
Make it easy and convenient to give a review.
Monitor and promptly respond to all reviews.
Use reviews to enhance or improve your agency’s services and operations.
Promote reviews and celebrate top talent or communicate the changes you’re making based on feedback received.

For more data-driven strategies like these, access the full 2024 Activated Insights Benchmarking Report (formerly the HCP Benchmarking Report).

Make More Data-Driven Business Decisions:

Tune into the 2024 Benchmarking Report Webinar Series: The State of Sales and Marketing in Home-Based Care
Download the free resource: Tips, Trends, & Data-Driven Strategies from the 2024 Benchmarking Report: Sales & Marketing

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Cover of the 2025 Activated Insights Benchmarking Report. It features diverse individuals in home-based care settings, including caregivers and patients, against colorful backgrounds. Text highlights home care, home health, and hospice themes.

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