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Every care business owner dreams of growth: more clients, increased care hours, and a greater impact. However, sustainable growth in domiciliary care doesn't come from merely chasing numbers; it stems from building a solid foundation first.
I have successfully grown home care companies from zero hours to several thousand hours per month, with 95% of those hours dedicated to private clients. This achievement wasn’t the result of seizing every opportunity. Instead, it emerged from strategically putting the right pieces in place from the very beginning.
Before considering an increase in your care hours, make sure that your policies and procedures are not only approved by regulators but also practical for daily use. The relevance of your policies and procedures does not end once you receive regulatory approval; they are a crucial aspect of your service. When used appropriately and when everyone understands their purpose and philosophy, you can save a significant amount of time when issues arise.Therefore, they should be:
· Easy to read
· Understandable
· Accessible
Too often, providers purchase complicated, lengthy policy documents that end up collecting dust in a folder. Your policies are your service’s playbook; if your staff cannot quickly understand and follow them, they will not be effective.
Your team is essential to your growth. Every person you recruit contributes to your culture, for better or worse.
· Don’t hire merely to fill a gap.
· Ask yourself: Would I trust this person to care for my loved one?
· If you hire an administrative staff member, ensure they understand care and are willing to step into a uniform if needed.
You should be prepared to cover care calls yourself, but only as a last resort. Your time is better spent on growing and steering the business.
Care is inherently local. The quickest way to grow your business is by allowing the quality of your service to speak for itself. Here are some key points to consider:
· Provide exceptional care.
· Support your team.
· Maintain professionalism at all times.
Happy clients and their families are your most powerful marketers, and they promote your services without any cost.
In care, time is crucial:
· If someone damages team morale, address it immediately.
· If you need to apologise to a client, do it yourself. Don’t delegate. Once your business has scaled, this responsibility can be delegated.
· If a client feels overcharged, correct the issue without arguing.
Not all care hours added are beneficial. If a client's expectations do not align with your company culture or they lack respect for your team, it's best to walk away. Some clients can deplete your resources, lower morale, and ultimately cost you more in the long run than they contribute.
Some care management software providers often claim that switching to their platform can increase your care hours by a specific percentage within the first year. While effective technology can streamline rostering, improve communication, and save administrative time, software alone cannot build a successful care service.
Growth in home care relies on:
- Having solid, practical policies that your team actually follows.
- Recruiting individuals who share your values and fit your culture.
- Delivering consistently high-quality care that leads to client recommendations.
Care management platforms are powerful tools, but they must be built on a solid foundation. Without that foundation, “quick growth” can result in taking on unsuitable clients, overburdening your team, and harming your reputation.
Consider care management software as the accelerator, not the engine. The engine consists of your service quality, your people, and your culture. Get those elements right, and the appropriate technology will help you scale safely and sustainably.
Growth in domiciliary care isn't just about chasing percentages; it's about creating a strong, values-driven service. First, do the hard work: establish your standards, protect your culture, and consistently deliver high-quality care. Growth will naturally follow.
