Home Care Service should mean what it says. Unfortunately, as we now know from so many revelations, the standards of care were not all that one might reasonably expect and, indeed, in some cases were horribly, unpleasant experiences for those who were so dependent on them for their comfort, safety and welfare.
Key Factors to Keep in Mind
Those in the business of providing Home Care Services need to be mindful of some critical issues and concerns that will be key factors in the minds of potential customers.Unless they are aware of those issues they may very well fall short of expectations and fail to gain the confidence of the clients but they might also, unwittingly, be participating in spreading a negative image of their services to a wider community.
Understanding Your Customer
It is of critical importance to have a comprehensive and insightful understanding of the critical factors that will influence the customer. This will inform the thinking of the provider in shaping and constructing the type and level of service it is intended to provide in the first instance and so put in place something for which there is an identifiable need and demand. Providing an identifiable need does not necessarily equate with the assumption that there is or will be a demand for it. The latter will depend on other variables, such as price, convenience, standards, that may be the deciding factor is availing of the service. When it comes to the provision of Home Care Services there are more personal and perhaps, more intimate considerations that need to be factored into consideration.
The Human Side of Enterprise
Some of these considerations might include a situation where an elderly person cannot be properly or safely managed in their own home and may very well be reluctant to leave that home and go into a new and, to them, a threatening environment. They cherish their independence; they cherish their family and feel they are being cut off; they feel they will no longer have their own home palliative care space and things around them; they cannot have their cat or dog with them; they will not see their family members that often. The reality is, of course, they are not clients or customers. They are fathers, mothers, grandmothers, brothers, sisters, soldiers, teachers, firemen, doctors, farmers. They are real live people it is important that the innate dignity of the human person is always respected.
Habits of the Consumer
Why do we, frequently perhaps, or invariably pass a store that has the product or service we wish to purchase and travel much further to acquire it? Why are we sometimes prepared to pay more for a product or service when we know we could acquire it at a cheaper price? Why, even if it is an identical product or service will be choose to go elsewhere than the most convenient supplier to purchase it?
Small Business Owners
Anyone, Small Business Owners in particular, need to be aware of the psychological factors that help inform those decisions, if seriously interested and concerned about attracting clients and customers. It is necessary to distinguish Small Business Owners from the Giants in the marketplace as the latter have, as part of their DNA, the innate skills, competencies and experience available to them to carry out extensive market research and apply the latest insights and understandings into every part of the marketing strategies.
The Home Care Service Market
Home Care Services, as alluded to earlier, are in a particularly sensitive niche and need to be thoroughly understanding of the mindset of potential client’s needs as well as those who, perhaps, might be acquiring the service for their loved one and who may be paying for the service.
The providers, usually in the small to medium size business category, endeavour to provide a service that will address the needs of clients. What should those services include when specifically providing Home Care Services?. Of necessity, first amongst those must rank, Safety. It speaks for itself, perhaps, but it must be of primary importance. In addition to the standard Health & Safety issues, it ought also to include sufficient medical and nursing staff appropriate to the number of residents. One would expect, the highest levels of hygiene and cleanliness. Again, the highest levels of personal care, including insistence on attributes of empathy, sensitivity, patience, capacity to listen and understanding in those caring for the clients.
What has all of this got to do with Advertising Home Care Services? Everything, actually. When considering how to advertise a product or service we are planning for that advertisement to be productive. It should attract more leads, more clients to that service. From the business owners perspective that should generate more transactions, more income and more profit. From the potential clients perspective it should convey a clear, unambiguous message of the quality of service being offered.
It is easier to do this when the service being offered and this applies to all businesses, is authentically presenting its wares and offering good quality and, especially, good value as measured over the range of care and attention offered and delivered to its clients.
A critical part of the advertising process is the research into the demographics of the city, town or community wherein it is proposed to operate the Home Care Service. What is the profile of the community? What is the predominant age profile? What is the economic profile? Are there other competitors in the market area? Get to know what your potential market is like and what are there predominant wants and needs. If it is a predominantly a community with a majority of senior citizens, then there may not be very high demand for Nursery Schools or stores carrying Lego. Be sensible about it and be a thorough as you can be.