Question:

I run a non-medical companion care company in Pennsylvania, which is a branch of a larger organization in New York. While I have no problem getting caregivers to work for me, getting in-home clients to use our services is a constant challenge. Do you have any suggestions for how I might obtain more clients? –Sheila C. Ramsey, Philadelphia, Pa.

Answer:

“As is the case for most service businesses, advertising is not the best way to attract and retain clients,” says Liz Goodgold, a small-business branding consultant in San Diego. This is even more applicable to your business. When it comes to elder care people will often only do business with those they trust, she says.

Goodgold suggests networking with professionals who also interact with your target customer and asking your personal acquaintances whether they might know of any potential clients. Also, join trade groups. Or, get involved with organizations like AARP. Another possibility: Reach out to elder care lawyers, insurance agents, senior living community managers or concierges and offer to refer clients to each other.

Beyond networking, position yourself and your company as an expert in senior issues in order to help boost your brand and credibility, says Goodgold. Contribute to news articles or start a blog where you can write about issues that affect the elderly most like malnutrition, mixed up medications, and wellness care, she says.