90-day home care marketing plan template
By Scott McKenzie, founder of Home Care Agency Blueprint · Updated
Work through twenty-eight steps in three phases: foundations, outreach and consistency. Each item names its source or is marked as your own planning. It is a planning checklist, not legal or marketing advice, and it does not predict how many clients you will get.
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Mark each item Done, In progress, Not yet or Does not apply. Blank items stay Not checked.
Days 1–30: Foundations
1. I can say in a sentence or two whom we serve, which services we offer and the area we cover, and it matches what our license allows.
Your own planning
2. I have confirmed with my state licensing agency that we can offer and advertise these services before any marketing starts.
Your own planning
3. I have claimed or created our Google Business Profile and verified it.
Source: Google Business Profile Help, Edit your Business Profile
4. Our business name, address or service area, phone number and hours are the same on our Business Profile, website, signage and printed materials.
Source: Google, Guidelines for representing your business
5. Our website says whom we serve, which services we offer, the area we cover and how to reach us.
Your own planning
6. Every claim on our website, in our ads and in our brochures is truthful and something we can back up.
Source: FTC, Advertising FAQs for small business
7. A health care attorney has looked at how we plan to build referral relationships, including anything of value we would give a referral source, before outreach starts.
Source: HHS-OIG, Fraud and abuse laws (Anti-Kickback Statute)
8. We have a written rule that no client names, photos, stories or health details appear in our marketing, social posts or review replies without the client’s written permission.
Source: HHS OCR, HIPAA marketing; Google Business Profile Help, Tips to get more reviews
9. Inquiries reach one phone number, and we have a simple script for answering and returning calls.
Your own planning
10. I keep one list of every inquiry and referral, with where it came from and what happened next.
Your own planning
Days 31–60: Outreach
11. I have a written list of local referral sources to contact, such as hospital and rehab discharge planners, skilled nursing facilities, physician offices, elder law attorneys, senior living communities and community organizations.
Your own planning
12. Before each call or visit, I know what that referral source does and which of its patients or clients might need care at home.
Your own planning
13. I have introduced the agency to referral sources in person or by phone, with a short description of our services and service area.
Your own planning
14. Our printed leave-behind describes our services and service area accurately and makes no promise we cannot keep.
Source: FTC, Advertising FAQs for small business
15. We do not give referral sources anything of value in return for referrals, and any gift, meal or sponsorship is cleared with counsel first.
Source: HHS-OIG, Fraud and abuse laws (Anti-Kickback Statute)
16. Our marketing emails use accurate sender details and subject lines, include our postal address and a clear way to opt out, and we honor opt-outs.
Source: FTC, CAN-SPAM compliance guide
17. I attend local groups and events where families and professionals who work with older adults meet.
Your own planning
18. When a family calls, we listen first, explain our services and the next step, and offer a visit to talk through their needs.
Your own planning
19. Our in-home consultation follows a written checklist covering needs, schedule and rates, and we put service terms in writing before care starts.
Your own planning
20. We thank referral sources and close the loop with them, sharing client information only as the client permits and the law allows.
Your own planning
Days 61–90: Consistency
21. We ask every client or family for an honest review the same way, not only the ones we expect to be happy.
Source: FTC, Soliciting and paying for online reviews
22. We never offer anything in exchange for a review, and we never write, buy or post fake reviews.
Source: Google Business Profile Help, Tips to get more reviews; FTC, Consumer reviews and testimonials rule
23. Staff, friends and family do not review the agency, or if they do, they disclose their connection in the review.
Source: FTC, Soliciting and paying for online reviews
24. We reply to reviews politely and never share a reviewer’s private information or any client’s health information in a reply.
Source: Google Business Profile Help, Tips to get more reviews
25. Any testimonial we use reflects a real client’s honest experience, is used with written permission, and does not suggest results others should not expect.
Source: FTC, Endorsement Guides
26. I follow up with each referral source on a schedule I have set for myself.
Your own planning
27. Each month I check the inquiry list: where inquiries came from, which became clients, and what I spent on each channel.
Your own planning
28. I keep the outreach that produces inquiries and change or stop what does not, based on my own records, not on vendor promises.
Your own planning
How to use the plan
Mark an item Done only when it is true every time, not just once. Use Not yet for gaps you know about and In progress for work underway. Items you leave blank are shown as Not checked, never as Done. The phases are a suggested order, not a deadline.
- Mark each item Done, In progress, Not yet or Does not apply.
- Use the source under each item to check what the rule or policy says.
- Confirm anything about referral payments with a health care attorney, and anything state-specific with your state licensing agency.
- Work on the items marked Not yet first, phase by phase.
- Print the plan or download a CSV, and check it again at the end of each phase.
What the plan does not do
It does not tell you whether your marketing is legally compliant, how many clients you will get, or what to spend. Those depend on your state, your services, your payers and your market. It helps you build habits and find the questions to ask.
Where your entries are stored
Your entries are saved only in this browser on this device so you can come back to them. They are never sent to us. Printing and CSV download happen on your device, CSV cells are protected against spreadsheet formulas, and Reset erases only this plan’s saved entries.
Never pay for referrals without legal advice. This site explains the rules at a high level and is not legal advice. Before you give or pay anything of value to a referral source, or agree to any per-referral or per-placement fee, check the arrangement with a health care attorney.
Your state sets the details. Federal law and platform policies set a floor for how you market. Your state may add its own rules, for example on how licensed agencies advertise, what they must say about their license, and payments for referrals. Check with your state licensing agency and a health care attorney. For licensing, homecarelicenseguide.com, also published by Home Care Agency Blueprint, collects each state’s sources.
Frequently asked questions
Why does the plan not give me a score or a client target?
A score or target would suggest an outcome we cannot predict. The plan shows counts and lists the items marked Not yet instead.
Does every item apply to my agency?
Not always. Some depend on your state, your services or whether you send marketing email. Mark those Does not apply, and confirm the rest with your state licensing agency and the sources cited.
Want to talk through your options?
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