Many Home Health Agency execs are changing their attitudes about the return on investment for advertising. Response rates and direct tracking are often tough for HHAs to determine, given that most referrals come not from the public but from physicians and discharge planners.
But ads can be a powerful way to generate brand identity and keep your home care agency in the public eye and on people’s minds when they ultimately need home nurse services. There’s a real value to having your message and image out there. The recognition reinforces the recommendations that come from doctors or discharge planners.
Many home care ads combine corporate image along with a recruiting message as many agencies are finding a constant need for physical and occupational therapists. Web sites and radio stations have recently become more popular as home health agencies go after a broader market and target those that don’t necessarily need nursing services immediately. The need for elderly care is not sensitive to economic downturns, so we are lucky to be able to keep pace with our advertising dollars.