Home care, home health care, skilled nursing services, concierge services, companionship services, private duty, medicare reimbursement, etc, etc. There are many terms that your potential clients are faced with when choosing care at home. How do you educate them so they know your home care company or home health agency is what they need?
There is a significant difference between home care and home health care. When it comes to marketing your home care business, it is essential to take note of this.
Anyone seeking out either service should be knowledgeable on the differences between the two and the unique duties they perform. It is also important to note that home care and home health care are not mutually exclusive. Many people find that utilizing both services at the same time can be even more beneficial than using them separately.
Still, those working on home care marketing should focus on the specific field of home care. Of course, this shouldn’t come as much of a surprise. Let’s break down the difference between home care and home health care so that you can better understand how to market your home care business.
What is Home Health Care?
In essence, home health care is the same as medical care received in the hospital. The only difference is the setting and the complexity of procedures done. Typically, home health care requires a prescription from a physician.
Usually, home health care is used as a follow up to a serious medical issue that was first treated in the hospital. Services are provided by a skilled medical professional such as a registered nurse, physical therapist, or occupational therapist. Home health care is often the final step in a plan of care for patients. It offers a more convenient and typically less expensive option compared to a hospital or nursing home stay while a client recovers.
When prescribed by a physician, home health care is covered by Medicare. Individuals who qualify for Medicaid may use it on home health services as well. Many private insurance plans may cover all or a portion of home health care.
Some of the most common services provided by a home health care agency include:
- Wound care following surgery or a pressure sore
- Pain management
- Routine injections
- In-home physical therapy, occupational therapy, or speech therapy
- Post-stroke follow-up care
- IV nutrition or medication administration
- Skilled nursing services
What is Home Care?
Home care involves non-clinical services. These are mainly carried out by a home care aide or caregiver who is trained in the methods of senior care. The main goal of home care is to offer safety, comfort, and companionship for those who need some help at home.
Unlike home health care, home care does not require a prescription and is typically paid for out of pocket by the client. It can also be covered by certain long-term care insurance plans while some low-income seniors may qualify for Medicaid assistance.
Home care can be utilized at any time but is typically used for older adults that could not otherwise stay in their home alone. Whether they no longer drive and need assistance getting to the store or need more strict monitoring for Alzheimer’s or dementia, home care can make daily living much more enjoyable.
Some common services provided by home care agencies include:
- Help with personal hygiene and getting dressed
- Reminders to take medications
- Help to prepare meals
- Help with household chores
- Transportation to appointments and the store
How Does Home Care Marketing Differ?
For home care businesses, choosing how to market your services makes all the difference. Remember, most people looking into home care aren’t doing so because of a prescription but because of a need. Thus, you can fulfill the golden rule of marketing: advertise a product or service that addresses a need.
Position your company as the one most prepared to fill the needs of potential clients. Advertise services you offer that help seniors stay at home safely, find meaningful companionship, and enjoy life to the fullest. In doing so, your home care business can quickly attract customers.
While this strategy is golden, you should also focus your marketing efforts towards those utilizing home health care. As mentioned, the two services are highly complementary. While a client may be getting medical care, they may be lacking a personal touch or might need help around the house. Marketing to these individuals is a lesser-used tactic that others may miss. In some cases, a home care agency may even consider partnering or merging with a home health care agency to offer a full suite of services and benefit from client overlap.
The difference between home care and home health care can be confusing on the surface. You can use these services together most effectively. With proper marketing and a little creativity, your home care business can capture the growing market for in-home services. Home Care Marketing Pros can help you develop the best home care marketing or home health marketing strategy. Whatever suits you best!