“Want to Thrive; Specialize”

Today we are thinking about the business of home care.  We have always needed it – in some form or another – and we always will.  Many among us – from babies and children with special needs to vulnerable adults – require help to remain in our homes.  At the same time, you will find no shortage of providers who lament about how they make contact with agents of Medicaid waivers, i.e. area agencies on aging, and other publicly funded care coordination organizations only to be told, “we’re not enrolling any new providers”.


On its face, this could provide a degree of discouragement for some who rely upon public dollars to sustain growth in private duty home care, functioning in provider pools.  For others, the burden is a bit easier to bear as they focus more on cases where the in-home care is paid for via auto no-fault, workers compensation and long-term care insurance policies and their associated benefits.  Others add to this a catering to the upper-income among us who can afford private services at home.  For real success in this area, a home care company should open a database account with a reputable provider, (i.e. www.sl360.com), obtain consumer lists based upon income and other demographics and target based upon this info and age via direct contact in pursuit of referrals.  But what about those who just cannot manage to obtain provider agreements?

Back to Provider Pools:  In the midst of it all, how can a private duty company ensure it stands out among others in publicly reimbursed provider pools?  Its not complex, but clinically genius:  You Need to Specialize.

Private duty companies, especially those that focus on 24-hour cases need to select 1 to 3 areas of specialization.  PIC - CHRONICALLY OBESEThese may include:

  1. Chronic obesity
  2. Fragile diabetics
  3. Those with auto immune disorders
  4. Catastrophically injured

At that point you design or obtain staff development programs that prepares your team to render effective, competent services to your specialized target and their conditions.  Your marketing also takes on a differing theme as you zero in on a specific group with certain clinical/care needs.  This will even impact which physician types need to know you exist.

You then ensure provider pools understand your specialization and how it can benefit those whose care they manage with special needs.


If you take the “generalist” approach, meaning you know it all and do it all, you will quickly become just another “face in the crowd”.  No one thrives when you’re just another face!

Talk to us if you need help in this arena.  info@healthindustrymarketing.info.

and share your thoughts.




marketing healthcareA Blog Post by Health Industry Marketing, LLC.  Photos used are for support of the written material and are never meant to imply an affiliation with or endorsement by any individual or organization.


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