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Why Word-of-Mouth Marketing is So Important for Home Health Care Agency Owners

Author: BrightStar Care® Franchising

Personal recommendations are the number one driver of consumer purchases[i], regardless of industry. They are the most considered factor in every stage of the purchase cycle, and the input of a close friend or family member can alter a consumer’s decision dramatically.

Reports show that an estimated $6 trillion[ii] of spending is generated by word-of-mouth marketing, and people are 90 percent more likely to buy a product or use a service if it’s recommended by a friend. Even in today’s digital age, word-of-mouth marketing isn’t dead. In fact, it’s more effective. A word-of-mouth impression even results in five times as many sales than a paid social media impression.

brightstar care caregivers at a computer

Positive word-of-mouth is vital when consumers are choosing a home health care agency. When the time comes to choose caregivers to assist a loved one, personal recommendations are invaluable to families overwhelmed by the decision.

At BrightStar Care, our franchisees know how to foster strong relationships with their clients and their clients’ families, leading to glowing reviews and personal referrals.

Word-of-Mouth Carries the Most Weight

As a home health care owner, you will build a network of doctors and medical authorities to turn to as professional referral sources. This is an important step in building your clientele. Medical professionals know their business better than anyone, and they know exactly which patients to refer to your home health care agency.

However, personal recommendations from happy clients are just as important as professional referrals when it comes to caring for a family’s loved one.


When faced with large medical decisions, people naturally turn to others they know and trust[iii]– friends, family or community members. They leverage their personal relationships to find the agency or doctor that best suits their needs. Hearing a recommendation from someone they know immediately makes that recommendation more trustworthy than one solely researched online. If they trust the person giving the recommendation, they’re much more likely to take it.

At BrightStar Care, we know how clients respond to our franchisees is crucial. That’s why we place a focus on establishing strong, lasting relationships with our clients and within the community.

Receiving Glowing Reviews

Word of a great or horrible experience with a home health care agency that spreads can make or break the business. Bad reviews spread like wildfire, but glowing reviews do, too.

We put an emphasis on finding franchisees that understand home health care is about more than making money and running a business – it’s about improving the quality of life of each and every BrightStar Care client. When it comes to someone’s life, anything less than outstanding care is unacceptable.


Whether families are coming to us for companion, personal or skilled nursing care, we know how to establish a relationship with our clients. Not only are we providing treatment, companionship and comfort, but we’re also setting an example for future clients and displaying the quality of care BrightStar Care guarantees.

We seek out passionate, compassionate and hard-working franchisees who by virtue of following the BrightStar Care business model have the opportunity to generate referrals from satisfied clients, grow their business and help as many clients as possible.

Do you want to own a home health care agency with glowing, word-of-mouth reviews? Download our free franchise overview!

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