AI marketing for home care agencies
You are hiring caregivers and selling to families with the same budget and the same people, and the staffing side is usually the harder one. Flo runs both at once.
An agency that cannot staff a case does not have a marketing problem, it has two.
Families and caregivers, same calendar.
Two audiences, one marketing budget
Every dollar spent attracting families is a dollar not spent attracting caregivers, and taking a case you cannot staff is worse than not taking it. Most agencies run recruitment as a separate emergency rather than as a continuous part of how they publish.
Staffing Is The Constraint
Cases you cannot take because nobody is available.
Families Decide At Night
A single evening of searching, under real distress.
Coverage Misunderstood
Medicare and private pay conflated until the first invoice.
Referral Relationships
Discharge planners who send cases to whoever is present.
Four apps, one agency, no blank page
You correct a draft instead of facing a blank page, and the voice sharpens each time.
MoSocialCaregivers And Families
The team and the work, which recruits and reassures at the same time.
MoBlogsWhat It Costs
Coverage, private pay and the difference, answered before anybody rings.
MoMailPlanners And Applicants
Referral sources and the caregivers you will need next month.
MoReviewsReplies That Name Nobody
Drafted so a review is answered without confirming anyone was a client.
What it publishes across the agency year
Built from when families act and when caregivers look for work.
- Jan to Mar
Post-holiday Decisions
Families who saw the decline in December and are acting now.
- Apr to Jun
Discharges
Surgery recovery referrals and the staffing to cover them.
- Jul to Aug
Summer Noticing
Visiting relatives, which starts most first conversations.
- Sep to Dec
Before Winter
Falls season, and recruitment ahead of the January demand.
What MoFlo accounts in other industries have measured
Other medical and dental practices we set up differently
A multi-market group and a private-duty caregiver run different setups, so they do not get this page.
Marketing by company size
The same platform, framed by how many locations you run, not by what you treat.
You have questions. We have answers.
The five that come up before a home care agency signs.
Should I market for families or for caregivers?
The same content does both when it shows real people doing the work. A post about a caregiver who has been with a client for three years speaks to a family and to an applicant at once, and most agencies publish neither.
What does a family need to see first?
Cost and who comes to the house. Everything else on a home care website is philosophy, and philosophy does not help somebody deciding at eleven at night after a fall.
Discharge planners send cases elsewhere.
Usually to whoever contacted them most recently. Staying present with something useful, rather than asking, keeps your name in front of referral sources, and it takes consistency more than charm.
Is the Medicare distinction worth explaining?
It prevents your worst conversations. Families who assumed a certified benefit covered companion care find out when the bill arrives, and the agency that explained it first is not the one blamed.
What does it cost for an agency?
MoMail is $79/mo and MoReviews $99/mo. MoSocial and MoBlogs are $149/mo each, and all four together are $299/mo, free for a week and no contract. Most agencies start with MoSocial, because one post can speak to families and caregivers at the same time.
Sources
- United States Centers for Medicare and Medicaid Services, Conditions of Participation for Home Health Agencies, 42 CFR 484.55, read 24 September 2026. Applies to Medicare-certified home health agencies only, not to private-duty or companion care.
- United States Centers for Medicare and Medicaid Services, Calendar Year 2026 Home Health Prospective Payment System final rule, published 2 December 2025, reporting CY 2023 program year data, read 24 September 2026
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