Making resolutions is a part of each January. Keeping them is another matter. What are you going to do in 2014, differently than you did in previous years? How about resolving to do whatever it takes for you to succeed? And, what does it take to be successful?
A goal. First you do have to set goals. Then implementing the process to achieve those goals.
At corecubed, we specialize in home care marketing. Marketing home care is really different than marketing other products and services, so, if you are not being successful in your marketing efforts and not meeting your goals, why would you not be open to trying a proven process to achieve success?
Check out corecubed’s MOST Program that is unique to home care. We have done all the heavy lifting. We have created content and collateral specific to home care marketing. And, not just sales, but marketing that involves education and helpful resources, and creating a partnership with referral sources so they depend on your home care agency to help them when their clients have issues. It’s pretty amazing, and definitely worth a try as something different for 2014.
Hope all had a very Merry Christmas and are looking forward to a great New Year in 2014. One of the things that should be on your business resolution list is to do a better job of getting your website found. And, one thing to always keep in mind, is that, if Google is not happy, then your website rankings will not make you happy.
Rap Genius found this out the hard way. Try Googling “Rap Genius” and you will not get the website. You will get their social media sites, but not the website. Why? They were actively trying to bypass the backlink process that alerts Google that a website is important.
According to an article in Business Insider, “Google’s search results are based on a lot of different factors, but at the most basic level, Google measures how many other sites are linking to your site to determine where you should be in search rankings.
At corecubed, we have been practicing Search Engine Marketing since 1998, and have followed Google’s best practices for getting found since then. And, they change regularly, and sometimes what was good one year, is not good the next. We oftentimes find that businesses treat websites as static brochures, and think they can create a website and forget about it. Totally untrue, and getting more untrue as the Internet matures.
In fact, the latest algorithm changes, catch-ily called Hummingbird, the importance of adding new content and having that content be relevant to your marketing efforts, is crucial. And, many people/businesses find this time consuming and are not willing to do the work to make an important site. However, the downside is that Google will make your site unfound to search engines, if you violate the rules.
So, don’t try to fool Google. Play by the rules. Resolve in 2014 to take a hard, fresh look at your website and either redo it, or have it updated. Use standard and accepted best practices for search engine optimization (SEO). If you need someone to help you, try outsourcing your home care marketing to corecubed, since we have been doing it for 15 years, have content specialists on board, and know what we are doing.
For many, many years, the biggest competition to the private duty agency has been the independently hired caregiver, working outside the system. That directly hired caregiver has one advantage over the agency- cost. The high cost of recruiting, screening, monitoring, supervising and coverage of mandated employee benefits raises the price of care. However, that cost is balanced against the potential for abuse, exploitation or just poor care. That saved cost, however, also has the potential to come back later, if and when that direct hire decides to file for unemployment, is injured on the job, or the relationship turns sour and the direct hire wants to retaliate in some way.
Several states (Maryland, Washington, Florida) have made it “legal” to use independent contractors as direct care workers, and for agencies to place caregivers, monitor and supervise them, but not be responsible for those typical expenses associated with an employee: paying and withholding taxes, and/or coverage under Unemployment insurance.
Senator Bob Casey, D Pennsylavania, is Chair of the Senate Subcommittee on Employment and Workplace Safety. He recently chaired a hearing on payroll fraud, otherwise known as employee misclassification. Employee misclassification occurs when an employer improperly classifies a worker as an independent contractor instead of an employee. This misclassification can occur at the personal hire or the agency hire level.
According to the Senator’s website, “Employee misclassification occurs when an employer improperly classifies a worker as an independent contractor instead of an employee. While laws vary, in general a person is considered an employee if he or she is subject to another’s right to control the manner and means of performing the work. In contrast, independent contractors are individuals who obtain customers on their own to provide services (and who may have other employees working for them) and who are not subject to control over the manner by which they perform services.”
According to a report sent out by the Home Care Association of America (HCAOA), and also detailed on his website, Senator Casey introduced the Payroll Fraud Prevention Act of 2013(S.1687), on November 13, 2013. This act is intended to help ensure that employees are not misclassified as non-employees.
Interestingly enough, just today, Sen Casey also just introduced a bill to increase the minimum wage to $10.10 an hour.
According to his website, The Fair Minimum Wage Act of 2013 would:
- Raise the minimum wage from $7.25 to $10.10 per hour in 3 annual steps of 95 cents each.
- Index the minimum wage to inflation (CPI).
- Raise the minimum wage for tipped workers from 29% ($2.13 per hour) to 70% of the regular minimum wage, in 6 or more annual steps of 95 cents each.
There are lots of changes coming down the pike for the home care industry. We’ll try to keep you updated as to how these will affect your home care agency. If you feel the need to communicate your agency’s services, try corecubed since we know the industry so well, and can help with communicating the positives of a good agency that pays well and employees their caregivers for client safety and long term in-home care.
The private duty home care industry continues to grow and continues to integrate into the health care delivery system. A very hearty industry welcome to the new executive director, Phil Bongiorno, who joins HCAOA after some prestigious association leadership in the Society of Thoracic Surgeons, American Academy of Audiology, College of American Pathologists, and the American Public Health Association. He and the office are moving to DC to be in the middle of the action, instead of being in the middle of America where there old offices were in Indianapolis.
If you want to update your CRM, the new address as of January 6, 2014 is:
412 1st Street, SE, Lobby Level Washington, D.C. 20003
The new HQ is right next door to the action of Congress and the federal government as it is in close proximity with Capitol Hill and the Congressional Office buildings.
This is an incredibly important move for HCAOA, as it clearly positions this association to be the leader in the home care delivery model of the future, which will be a combination of government and privately funded services that all work together to assist with an aging America that wants to age in place in their place of choice, whether it be the original family home or a facility or some place that has become home due to family shifts in geography.
Welcome, Phil! We look forward to a long, pleasant and productive relationship.