Expertise: possessing or displaying proficiency derived from training or experience

Marketing: the process or technique of promoting, selling, and distributing a product or service

At first glance, expertise in marketing may not appear to be interrelated.  Expertise is about demonstrating special skills, while marketing is focused on promoting your services.

However, the act of demonstrating your skills in home care delivery can be part of your overall marketing process.  Let's look at a few examples of how expertise can be an important marketing tool.

First, you must decide what expertise you possess.  Remember that expertise is derived from training or experience. 

Are you an expert in:

·         Geriatric care management?

·         Communicating with families?

·         Business-to-business networking?

·         Advocacy for the elderly?

·         Business efficiency and organization?

There are a wide variety of skills that you have the opportunity to develop while working in the private duty home care business.  Some of these are directly applicable to your customers and referral sources, while others of these may be applicable to individuals in related industries.

Next, let's think of audiences for your expertise.  Who could benefit from sharing your expertise?

·         Assisted living facility directors?

·         Bank trust departments?

·         Social service organizations?

·         People with aging parents?

·         Community business leaders?

·         Other home care leaders?

Third, what media can you use to reach these audiences?

·         Public speaking?

·         Newsletters?

·         One-on-one visits?

·         Writing for newspapers, magazines, or trade journals?

·         Being a guest on television or radio?

·         Writing a book?

Finally, and perhaps most importantly from a marketing perspective, how are you going to call your audience to action?  Expertise doesn't become a marketing tool until you encourage your audience to act.

Here are some sample calls to action:

·         "If you'd like to learn more about how home care can help stabilize your assisted living facility census, let's schedule an appointment today."

·         "Write to your state legislature and encourage them to increase funding for Medicaid waiver recipients."

·         "If you're concerned about your parent's safety at home, call our office for a free 'welcome assessment'."

·         "If your trust institution wants to service clients with the dignity and professionalism they deserve, call us and ask to speak to the 'elite caregiver' division."