Common home care marketing mistakes, and how to avoid them
By Scott McKenzie, founder of Home Care Agency Blueprint · Updated
Most marketing problems for a new agency come from shortcuts: paying for referrals, chasing reviews the wrong way, promising more than you can deliver, or forgetting client privacy. Here are the mistakes worth avoiding, each with the rule or source behind it.
Mistakes to avoid
Paying for referrals, or giving perks tied to them
HHS-OIG says paying for referrals of business payable by federal health care programs is a crime, and remuneration means anything of value. Check any arrangement with a health care attorney first.
Source: HHS-OIG, Fraud and abuse laws (Anti-Kickback Statute)
Fake, bought or incentivized reviews
Google prohibits incentives in exchange for reviews, and the FTC rule bars fake reviews and incentives conditioned on a positive review.
Source: Google Business Profile Help, Tips to get more reviews; FTC, Consumer reviews and testimonials rule
Asking only happy clients for reviews
The FTC advises against asking for reviews only from customers you think will leave positive ones. Ask everyone the same way.
Staff or family reviews without disclosure
The FTC advises that staff, family and friends disclose their connection if they review your business.
Promising outcomes you cannot back up
Advertising must be truthful, with evidence before the ad runs. Testimonials about results are read as typical unless you can show they are.
Source: FTC, Advertising FAQs for small business; FTC, Endorsement Guides
Using client names, photos or health details without permission
Get written permission first. If HIPAA covers your agency, marketing uses of protected health information generally need written authorization.
Source: HHS OCR, HIPAA marketing; Google Business Profile Help, Tips to get more reviews
Different names, numbers or addresses across listings
Google asks businesses to represent themselves consistently and keep one profile per business. Inconsistent details confuse families and referral sources.
Marketing services before you are licensed to provide them
Confirm with your state licensing agency what you may offer and advertise before outreach starts.
Your own planning
Marketing email without an opt-out or postal address
CAN-SPAM requires a valid postal address and a clear way to opt out, including in business-to-business email.
Source: FTC, CAN-SPAM compliance guide
No follow-up and no record of where inquiries come from
Without one list of inquiries and their sources, you cannot tell which outreach works. Follow up on a schedule and review the list each month.
Your own planning
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.
What to do next
Frequently asked questions
What is the most common marketing mistake?
We do not have data on that, so we will not guess. The sources cited here make referral payments, reviews, truthful claims and client privacy the areas most worth getting right.
Want to talk through your options?
A free 15-minute clarity call with Home Care Agency Blueprint. It helps people start home care agencies, so expect that perspective. You do not need a marketing plan first.
Book a free 15-minute clarity call