Website and outreach basics for a new home care agency

What your website needs

• Whom you serve and the services you offer, in plain words.
• Your service area and how to reach you, matching your Business Profile.
• Who runs the agency, and any license information your state requires you to show.
• Real photos used with permission, and no client stories without written consent.
• A privacy policy if you collect any information through the site.

Keep claims truthful

The FTC says advertising must be truthful and non-deceptive, advertisers must have evidence to back up their claims, and the law requires that proof before the ad runs. The FTC’s Endorsement Guides add that a testimonial claiming specific results is usually read as what others can expect, and a line like “results not typical” does not change that.

Marketing email

The FTC says the CAN-SPAM Act covers all commercial email and makes no exception for business-to-business email, such as messages to discharge planners. Its main requirements:

• Accurate “From”, “To” and “Reply-To” information that identifies your business.
• A subject line that reflects the content.
• A clear statement that the message is an ad.
• Your valid physical postal address.
• A clear way to opt out, honored promptly.
• Oversight of anyone who sends email for you, because you cannot contract away the responsibility.

Calling or texting families who have not contacted you is covered by separate federal telemarketing rules from the FTC and FCC, including the National Do Not Call Registry and consent rules for marketing texts and for autodialed or prerecorded calls, and many states add their own. Check those rules before you try it.

Client privacy in marketing

HIPAA applies to covered entities and their business associates. HHS explains that a health care provider is a covered entity only if it transmits health information electronically in connection with a transaction for which HHS has adopted a standard, such as billing a health plan. For covered entities, HHS says the Privacy Rule requires, with limited exceptions, an individual’s written authorization before protected health information is used or disclosed for marketing.

Whether or not HIPAA applies to your agency, get a client’s written permission before you use their name, photo or story, and keep health details out of ads, social posts and review replies. Ask a health care attorney whether your agency is covered.

A caution on paid ads

Paid search and social ads cost money from the first click, and no one can tell you in advance how many inquiries they will bring. If you try them, set your own limit, track every inquiry by source, and compare what you spent with what came in. We do not publish ad budgets or returns.