If you do not know who your most profitable home care clients are, you will not be able to help them. Because you will not be writing to their needs.
So you need a target marketing strategy.
Naming your top target clients is important. It should be part of your homepage value proposition statement. Then leads who visit your website will know right away you are speaking to them.
Read on to learn how to target optimal clients to increase business.
Use This Target Strategy
1. Choose Your Home Care Target Markets
Here are valuable target client segments your company should focus on.
Older People
The older adult needs help with activities of daily living (ADLs). They may be on home health or hospice services and need 24 hour care.
The client is disabled or living with dementia or comorbidities (two or more diseases or medical conditions). They may be recovering from a stroke. Or had recent emergency room visits or hospitalizations.
Family
A family member has stepped in to manage care and payments for older adult’s care. They have financial power of attorney and healthcare power of attorney.
A spouse or adult child may become successor trustee of older adult’s trust if they become incapacitated.
Referral Sources
69% of people who have financial advisors have a plan to address their future health care costs.
These older adults with financial advisors may have also hired a geriatric care manager to oversee their care. And a trust officer or bill payment service to pay their bills.
2. Determine Traits of Prospects You Want
Traits are the goals and feelings of your senior care target audience.
Outlook
Adult children and spouses are trying to follow wishes of older adult. They may be battling medical and financial institutions.
Affluent older adults miss traveling, cultural events and dining out. They feel they have lost their independence and control of their lives.
Motivation
Families of older adults strive for peace of mind. They worry about the safety and health of their parent or spouse.
Older adults wish to maintain independence and control. They do not want to be a burden to their family. They also do not want to run out of money so they can still leave an inheritance.
Expectations
Families look to hire professionals with the skills to take care of their loved one.
Older adults count on professionals to give them what they ask for so they are independent and in charge.
3. Create Personas to Represent Clients
Personas are summaries of the types of profitable home care clients you want to help.
Power of Attorney
I am power of attorney who legally needs to follow the written wishes of the older adult. So I am in charge of their health and safety.
I have stepped in to manage payments for older adult’s care.
I know the older adult needs daily assistance. So I am considering home care or senior living.
Older Adult
I will benefit from care.
I am homebound and use a wheelchair since my stroke. So I need help with bathing, dressing and transportation to doctor’s appointments.
I have planned for my care through my financial advisor. So I have the means to pay for in-home care.
I wish to reside at my personal home. If this is not possible, I will live at a senior living community.
Geriatric Care Manager
I am a geriatric care manager. Families or trust officers hire me to manage their older adult’s care.
I offer a seamless care plan for the older adult. Ongoing communication from care and health companies is important to me.
Financial Advisor
I am a financial advisor to an older adult.
Wealth managers, Certified Public Accountants (CPA), trust officers, estate attorneys, and more are all financial advisors. So I am part of a financial team that caters to the wealthy client’s needs.
Communication within the team and with the client or power of attorney is important.
4. Write to Your Lucrative Senior Care Leads
The problem with many senior care websites I read are that the companies are not targeting profitable prospects. And in some cases, they are not targeting any prospects. They are simply stating what they do as a company.
Target affluent prospects for in-home care, private duty nursing, and senior living on your website and blog.
Write to your profitable target markets and their traits and personas.
Families and Older Adults
Explain to families how caregivers and clinicians have the skills to take care of the older adult. Indicate that you have a network of professionals that you can refer them to as needed.
Convey to older adults that their requests are important and that they will be answered. Then they can rely on your company so they will not be a worry to their children or spouse.
Location of Care
If money is no object, 61% state they want to stay at home after they reach 80 years old.
So write about how older adult can stay home with home care and private duty nursing. Feature articles on downsizing to a smaller home and aging in place modifications.
19% surveyed say they plan to move to a senior living community. So these companies can highlight the benefits that assisted living and memory care has over living at home.
Finally, confirm to families of the 18% of older adults that plan to live with family that help is available.
Concierge Service
Wealthy older adults are used to a high level of service. Detail how they can contact your company 24/7. Prove that their service can quickly be adjusted to respect their requests.
Money and Care Managers
Affluent clients are key to financial advisors and aging life experts.
Establish to these referral sources how you will address the older adult’s needs. Most importantly, show that you can take care of their clients in the manner to which they are accustomed.
Position your company as an educator to financial companies and their clients.
Conclusion – Your Ideal Client for Home Care
Market to prospects that need the most care. Describe how you can help them on your website. Provide information of interest to them in your blog articles.
Focus on what families are searching for online. Pinpoint their mindset and needs.
Humanize older adults, their family and financial and care advisors through your personas. Then you can write directly to those target audiences.
Remember this: focus on ideal clients that can increase your profits.
Keep reading: Essential Guide to Home Care Website Copy Planning
