Home Health Care Marketing Tips - SMS and Other Ideas

Effective home health care marketing goes beyond simply mailing postcards or purchasing billboards. It requires delivering purposeful, well-timed messaging to the right audiences through the most advantageous channels. We know, that’s a tall ask. To help you expand and deepen your marketing ideas, the Voxie team compiled practical tips for improving your home health care business’s approach to marketing.

Localized Marketing & Promotion Tactics For Strong Results

There are many advantages to being associated with a big brand—name recognition, systemized practices, and extensive resources, to name a few. However, large companies can sometimes feel impersonal, which is the last thing your home health care company should convey. Therefore, whether you’re part of a widely recognized franchise or run a small business, you must take special measures to localize your marketing messaging and tactics.

Participate in Local Nonprofit Events

If you read our article on QSR or retail marketing, you’ll notice we don’t emphasize local charity events as much. While those industries do participate in charitable efforts, this is where home health care truly shines. It’s a field rooted in compassion and service—making community involvement not just a marketing strategy, but a natural extension of the work.

Contributing to relevant nonprofit events like a walk-a-thon for Alzheimer’s research shows that your company is willing to, literally, walk the walk. Plus, it helps boost brand recognition among individuals directly or indirectly impacted by the causes you’re supporting, whether they see your home health care brand represented at a booth or listed as a sponsor on their favorite T-shirt.

Localize SMS Outreach—-Even if Handled Nationally

Case study after case study shows that customers naturally prefer marketing texts from phone numbers they recognize. Throw in references to a specific branch, locality, or even individualized details, and you’re much more likely to see further engagement. For example:

Hi [name], my name is Sandra and I’m one of the home health aides at [name of company] in [neighborhood]. I saw that you completed our Online Care Assessment quiz last week. I wanted to follow-up to see if you had any questions about our services. If yes, let me know and I’d be happy to schedule time for us to talk.

Best of all, such localized texts don’t have to be manually crafted and sent out by the individual location. Home health care franchises can program such lead nurturing and marketing texts to deploy automatically when prospects take certain actions.

Make Sure Your Google My Business is Complete

For home health care businesses, a complete Google My Business (GMB) profile is crucial for building credibility and attracting local clients. When families search for home health care options, they rely on Google to find trustworthy providers nearby. An accurate and detailed GMB listing ensures your business appears in local search results and on Google Maps.

Be thorough when setting up your GMB profile. Include your business name, address, phone number, website, and hours of operation. Choose the most relevant category, such as “Home Health Care Service,” and write a clear, informative description of your services and unique strengths. Adding high-quality photos of your staff and facilities can help personalize your business and make a positive first impression.

Reviews are a key factor in how prominently your home health care business appears in local search results. Encourage satisfied clients and their families to leave honest feedback on your GMB profile, and make it a priority to respond promptly and professionally to all reviews. Not only do positive reviews build trust with prospective clients, but they also signal to Google that your business is reputable and relevant—helping to improve your visibility and attract more inquiries from families in need of care.

A bonus marketing tip for your home health care marketing: set up a Bing My Places profile as well.

Bonus: don’t neglect setting up Bing Places, which is Bing’s answer to Google My Business.

Make Strong Connections With People in Related Professions

Home health care businesses aren’t the only organizations regularly interacting with older adults and their families. Provide your marketing literature to people in related professions, such as physical therapists, social workers, and even house cleaners.

For the best results, make sure that the professionals you collaborate with have strong reputations themselves. Ideally, your home aids can confidently recommend their services as well, making for a strong, mutually-beneficial partnership.

For additional localized strategies for your home health care business, we suggest reading Local Marketing for Franchises – Scalable Implementation & Best Practices.

Audit Your Brand’s Bottom-of-Funnel Digital Footprint

Google Your Brand Name - What are the Top Results?

Home healthcare marketing is about more than merely raising awareness. Let’s look at the journey of a prospective customer—the adult child of an elderly individual who decides that their mother could benefit from an at-home aid. Perhaps they even pick up your brochure at a recent event. What will they do next? Nine out of 10 times, their next step is to Google you.

While they may click on the top search result, your web page, they’re also likely to scroll deeper in pursuit of different perspectives. They’re seeking validation, a complete picture of who you are. They may click on that Better Business Bureau listing, that recent news story, or even a testimonial site. Every search result contributes to their perception of your trustworthiness and reliability.

So, as a marketer, it’s important to determine whether branded searches create a strong impression or whether it could potentially turn off prospective customers.

Show What Makes Your Home Healthcare Special Through Social Media

Your “product” is your people—their training, their positivity, and their integrity. Social media is the ideal marketing platform for “showing” and not “telling”, spotlighting your home health caretakers. Some ideas:

• Have a caretaker of the month in which you feature the bio of a home health aid.
• Did you recently receive a glowing testimony? Visually dress it up and add it to your social media feed.
• Are you producing educational content? Promote it on your social media!
• Was a member of your leadership team quoted as an expert in an esteemed publication? Let your social media followers know.

With each social media post, you better define who you are as a brand. While this marketing content is unlikely to “go viral,” it can nurture a sense of familiarity between your company and prospects.

Get Strong Testimonials to Prop Up All Marketing Strategies

It’s important to approach the process of gathering testimonials with both sensitivity and strategy. Train your staff to listen for cues that a client or their family member might be open to sharing positive feedback—such as when they offer glowing verbal praise or express gratitude for your services. However, it’s best if your frontline caregivers are not the ones to directly request a testimonial. Being asked on the spot can make care recipients or their families feel pressured or put on the spot, which is never the goal. Instead, staff should simply report these positive interactions to a designated team member, who can then follow up at an appropriate time.

When it comes time to reach out, choose a method that feels comfortable and unobtrusive for the client or their family. A thoughtful text, phone call, or email from someone other than the direct caregiver can make the request feel more optional, giving the recipient space to decline if they wish. The message should always emphasize that sharing their experience is entirely voluntary and that their comfort and privacy are top priorities.

Another effective approach is to send out periodic customer satisfaction surveys to care recipients and their loved ones, ideally via text for convenience and a higher response-rate. These surveys not only help you identify areas for improvement but can also flag clients who are especially satisfied with your services. If a survey response is particularly positive, you can follow up with a gentle request for a testimonial, making it clear that their feedback could help other families in similar situations. This method allows you to gather authentic testimonials while respecting the boundaries and comfort of those you serve.

Use these testimonials to fuel your home health care marketing. Some ideas? Publish them on the homepage of your website, sprinkle them throughout your social media, and include them in lead nurturing campaigns.

Determine if Your Brand Awareness Strategies Deliver Results

Did you order a half-page ad in a local magazine? Boost social posts to gain exposure beyond your immediate network? Determining if you got your full money’s worth from such promotional efforts can be challenging. Ideas on how to measure the impact of your marketing include:

• Customer surveys - Directly asking new clients how they discovered your services provides invaluable first-hand insight into which channels are truly effective. You can incorporate a simple “How did you hear about us?” question into your intake forms or send a quick follow-up text after their first service. This direct feedback helps pinpoint where your marketing budget is yielding the most recognizable results.
• Set up UTM codes and call tracking - For digital campaigns, using UTM (Urchin Tracking Module) codes on all your links allows you to precisely track the origin of website visitors and conversions within Google Analytics. Complement this with dedicated call tracking numbers for different print ads or online campaigns, enabling you to see exactly which initiatives are driving phone inquiries. These tools provide granular data on traffic sources, revealing which specific efforts are directly leading to measurable engagement.
• Set up a detailed digital marketing dashboard If you run Paid Search campaigns, you should be able to directly tie specific keywords to conversion actions. Do you write SEO-driven long-form content? Measure how individual landing pages perform, both with generated sessions and onsite engagement. Free tools like Google Ads and Google Analytics place such data directly into your hands, so use it.

None of these approaches are infallible, but they’ll at least help you get a clearer sense of which marketing strategies are attracting qualifying home health care customers.

Audit Your Lead Nurturing Flows and Messaging

Congratulations, your home health business has leads. But are most of them converting? More importantly do you understand why those that don’t may be dissuaded? The more insights you have, the more you can fine-tune your approach to marketing and lead nurturing. Audit your lead-to-close strategies by:

• Measuring which direct marketing channels—SMS, email, direct mail, or otherwise—spurs further engagement. This can include tracking open-rates, interactions with links and QR codes, and funnel progression. For a fuller list of metrics you can track, check out SMS Marketing Analytics to Quantify Campaign Results.
• Determining what messaging resonates most with prospects, and when. For example, do materials that focus on customer testimonials versus the backgrounds of your caretakers lead to stronger engagement? While quantitative data should factor into your observations, so should the qualitative input of customers and your sales team. Your more experienced personnel and franchisees probably have informed opinions about what content works best.
• Mine your own data for comparisons. Let’s say you oversee marketing for a home health care franchise: if different franchisees employ different tactics, which ones yield the best results? Or, if they use the same materials and messaging, do these approaches work better with certain demographics than others? Being able to measure and analyze these insights side by side using tools like Voxie ultimately provides valuable information about the most effective marketing messages and customer subgroups.

Using Voxie to Leverage SMS to the Fullest For Your Home Health Care Marketing

Voxie, the only franchise SMS platform, combines best-in-class AI with a user-friendly, franchise-aware interface. The result is a system that empowers both franchisees and franchisors to drive better outcomes.

Marketing-minded home health care franchisees gain the autonomy to connect with their local communities using pre-approved messaging templates and gain insight into which messages are driving success.

Franchisors maintain full brand control, visibility, and compliance across the entire system, while gaining access to powerful analytics to see what’s working and where support is needed.

With Voxie, SMS becomes more than just a communication tool—it becomes a growth engine that serves both the business and the mission behind it.

Want additional tips on how to boost your home care marketing strategies? Our guide to

senior living marketing tactics

may further fuel your own ideas.