The Baby Boomer generation is aging fast and these are the people who are or soon will be needing healthcare in the near future. What does this mean for you? As a home healthcare agency owner or a home health care aide, it is in your best interests to be familiar with your customer profile, understand their behaviors, preferences and choices. This lets you align your business to them, helps you reach out to them in a more effective way and also promote your business in such a way that it leaves a lasting impression in their minds. When it comes to the Baby Boomer generation, one of the things about them that can make a big difference to you is that this group is tech savvy and generally, they are active on the internet and have active virtual social connections too.
Not convinced that social media can help? Take a look at some statistics:
According to this Pew research report 1, published in February 2018, 7 out of 10 Americans use social media to connect with people, get information, find news and entertain themselves. Today, 69% of Americans use some type of social media. Interestingly, older adults are increasingly using social media as opposed to the earlier trend where only the younger generation could be found in these circles. The percentage of adults who use at least one social media site stands at 37% for the above 65 years age group, and 64% for the above 50’s age group. 68% of U.S. adults used Facebook (Jan 2018 data), a significant percentage, while other social media sites recorded a lower but consistent percentage use. However, this does not mean that all other tools except Facebook can be ignored. The data tells us that social media use is a common behavior for elders too, not just young people, and this behavior can be leveraged to your advantage by utilizing these sites to promote your business and engage with your existing clients to build a stronger relationship.
Ways to use social media to promote your business
Engaging with existing/ old/ potential clients: Whether it is your Facebook page or your Twitter feed or your Insta account that you are using to put up information, remember that engaging with your audience is important. Respond to questions, comments and feedback promptly to build confidence in the minds of your clients that you are responsive and approachable. Trust is a very critical factor that helps a HHA business succeed and by engaging and responding to your clients and general audience in an effective, positive manner, you build trust in your competence and in your services.
Promoting new services: A simple way to make sure that the maximum number of people know about new services that you are offering is to talk about it on social media. For example, if you have just launched pay per hour HHA services, promote it on your social media pages. If you have additional services now, talk about those on your pages too. If you have expanded your services to new areas, mention that too so that potential clients from those areas can get in touch with you to hire your aides. Marketing your new services or existing ones on social media helps you cover a good portion of the marketplace with ease and at near zero cost.
Build your reputation: Patient/ client testimonials are the life blood of any home health care business. This is an industry where trust and confidence are the two pillars that shore up your services and testimonials and positive reviews are invaluable assets to your agency. A potential client is very likely to visit your social media pages even before they come to your website to know what others say about you. Putting up testimonials on your pages, asking clients to put their reviews about you on these pages is a great way to build your reputation and your brand.
Be sure to check out Broadband Search’s in-depth social media habit report
Blogs to share information: Blogging is a simple way to give your existing and new clients relevant, pertinent information about topics related to home health care. You can also educate potential clients about what you can do for them. For example, you can put up a quick outline of the responsibilities undertaken by HHAs, or you can give a rough estimate of costs of hiring a HHA. The idea is to give potential clients the right information to help them make a decision about hiring your services. Keep in mind, that a blog also gives you an excellent opportunity to showcase your knowledge in this niche and your expertise so it’s a brand building tool as well.
Show off your expertise: Clients gain trust in a home health care agency when they are sure that the agency has the right kind of knowledge about health issues, patient care and challenges in this niche. Encourage your audience to ask questions and answer them on your social media pages to show off your expertise in this arena and you automatically build confidence in your skills, capability and competence. In addition, you are also building a one to one connection with potential clients that can translate into new business for your agency.
Wrap: Social media is a great tool for small businesses to reach out to a vast customer base with minimal cost and this holds good for a health care business as well. In fact, it may be more effective in this niche simply because it allows you to make close connections with your audience that build trust and confidence in your capabilities. Leverage these tools in the right way to build your brand and business with ease.