Referral marketing, recruiting and websites built for home health and hospice agencies.
Home health and hospice agencies grow through referral sources first: discharge planners, physicians, skilled nursing facilities and case managers who decide where a patient goes next.
Families searching in a crisis are the second front, and caregiver recruiting is the constraint that decides whether you can accept either. We build the liaison CRM and reporting that show which referral relationships are producing admissions, the website that families and referral partners trust, and the recruiting engine that keeps your schedule staffed. Everything is built HIPAA-aware, with patient information kept out of ad platforms and inside systems covered by a business associate agreement, and with referral marketing that respects federal Anti-Kickback limits.
Questions this page answers
- Home health marketing agency
- How do I get more referrals for my home health agency?
- Hospice marketing ideas that are compliant
- Who should run marketing for my home care agency?
- How to recruit caregivers for a home care agency
- Best CRM for home health referral liaisons
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
Where growth is won or lost in home health.
Most home health and hospice admissions start with someone other than the patient. A hospital discharge planner has a patient going home Thursday and needs an agency that will accept today. A physician signs the order. A skilled nursing facility or assisted living community calls the agency whose liaison visited last week and answered fast last time. Families matter too, especially for private-pay personal care and hospice, but they often arrive after a professional has already named two or three options. The agency that wins is the one referral partners trust to take the case, staff it and communicate.
Growth is lost in three places. Liaison activity is not measured against admissions, so time goes to friendly offices that never refer. Recruiting cannot keep pace, so referrals are declined in zip codes without a nurse or aide. And the family who does search at midnight finds a brochure site and a form that nobody answers until morning. Vendors have made it worse by proposing tactics that do not fit the field: tracking pixels on intake forms, gift programs for referral sources, and promises about patient outcomes that no agency should make.
Theory Road builds the system around referral sources and staffing. We match admissions from your EMR to referral sources and set up a liaison CRM that shows which relationships produce census. We rebuild the website with clear paths for families and referral partners, put HIPAA-eligible call tracking and server-side conversions in place, and run recruiting as a measured campaign by territory. Consumer search and private-pay ads come after. Every tactic is checked against HIPAA, Anti-Kickback limits and Medicare marketing rules before it launches.
The problems we fix in home health and hospice agencies.
Referral sources are tracked in liaisons' heads
Your census depends on a handful of discharge planners and physician offices, but visit history, referral counts and conversion lives in notebooks and spreadsheets. When a liaison leaves, the relationships and the data leave too.
You cannot staff the referrals you win
Accepting a referral means having a nurse, therapist or aide in that zip code this week. Agencies turn down work because recruiting runs on job board posts nobody measures.
Families search at the worst moment
An adult child searching hospice or home care at midnight after a hospital call wants clarity and a human. Most agency sites answer with a brochure and a form that goes nowhere fast.
Prior vendors ignored the rules
Generic agencies propose tracking pixels on intake forms, gift programs for referral sources and outcome promises. In this field those ideas create HIPAA and Anti-Kickback exposure, not growth.
Web, marketing, creative and systems for home health and hospice agencies.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Home page with two clear paths
- Referral partners page
- Skilled home health page
- Hospice care page
- Private-pay home care page
- Service area and office pages
- Careers pages by role
- Family resources library
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Separate paths for families in a crisis and for discharge planners who need your service area, accepted payers, intake fax and turnaround in seconds. Both paths end in a fast, human response.
- Service line pagesClear distinctions between Medicare-certified skilled home health, hospice, and private-pay personal care, including who qualifies, how care starts and what families can expect.
- Careers site built to convertRole pages for RNs, LPNs, therapists, aides and caregivers with pay approach, schedules, service areas and a short mobile application that recruiters actually see same day.
- HIPAA-aware formsIntake and referral forms that route to systems covered by a business associate agreement, with no health details sent to analytics or ad platforms.
- Liaison referral programAlways on, weekly cadence
- Google Business ProfileAlways on
- Website and SEOAlways on, content monthly
- Google Search AdsAlways on, budget by capacity
- Recruiting campaignsContinuous, surge before census growth
- Email to referral partnersMonthly, plus territory launches
Demand, search and reputation.
Target lists of hospitals, physician groups, skilled nursing and assisted living communities by territory, visit cadences for liaisons, and educational materials that inform without offering anything of value.
- Local search for every officeGoogle Business Profiles per branch with services, hours and reviews, plus location pages. Families often choose from the map pack while a discharge date is being set.
- Search ads for private-pay careGoogle Ads for private-pay home care and consumer hospice information searches, sent to pages with a phone number staffed by a real intake coordinator.
- Recruiting campaignsIndeed, Google and Meta job campaigns by role and territory, measured on completed hires and first shifts worked rather than raw applications.
- Referral partner leave-behindsClean one-page service summaries, admission criteria and contact sheets designed for discharge planners who read them in thirty seconds between patients.
- Family education contentPlain guides on what hospice means, how the Medicare hospice benefit generally works, and what a first home health visit looks like, reviewed by your clinical leadership.
- Caregiver recruiting creativePhotos and short videos of your real caregivers and nurses, used in job ads and the careers site, with their consent.
Brand, photography and collateral.
Clean one-page service summaries, admission criteria and contact sheets designed for discharge planners who read them in thirty seconds between patients.
- Family education contentPlain guides on what hospice means, how the Medicare hospice benefit generally works, and what a first home health visit looks like, reviewed by your clinical leadership.
- Caregiver recruiting creativePhotos and short videos of your real caregivers and nurses, used in job ads and the careers site, with their consent.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- WellSky
- Homecare Homebase
- Axxess
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
HubSpot or Salesforce set up to log visits, contacts and referral sources, with admissions matched from WellSky, Homecare Homebase or Axxess so you see which relationships produce census.
- Call tracking on a HIPAA planCallRail under a business associate agreement, numbers by source and branch, so family calls and referral calls are measured without exposing patient details.
- Recruiting pipeline automationApplications routed to recruiters by territory with instant text replies, self-serve interview scheduling and tracking through onboarding to the first shift.
- Server-side conversion trackingConversions sent from your server with no health information, so ad platforms learn from form fills and calls without receiving protected data.
What a great home health website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Home page with two clear paths
One path for families needing care now, one for referral partners, each with a direct phone number and response time.
Referral partners page
Service area map, accepted payers, admission criteria, secure referral submission and a named contact, so discharge planners can refer in minutes.
Skilled home health page
Explains skilled nursing and therapy at home, who typically qualifies and how a physician order starts care, reviewed by clinical leadership.
Hospice care page
Plain explanation of hospice, what the team provides, how care begins and how families reach someone at any hour.
Private-pay home care page
Personal care and companion services, scheduling options, how pricing is discussed and a consultation request that reaches a coordinator quickly.
Service area and office pages
One page per branch with counties served, address, team and reviews, matched to each Google Business Profile.
Careers pages by role
RN, LPN, therapist, aide and caregiver pages with schedules, territories and a short mobile application.
Family resources library
Guides on choosing an agency, paying for care and caregiver support that answer the questions families ask before they call.
Where the demand comes from, and when.
The tools home health and hospice agencies already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
WellSky
Admissions and referral source data exported to match liaison activity against census.
Homecare Homebase
Referral and admission reports mapped to referral sources in the CRM.
Axxess
Intake and admission data connected to referral source reporting by branch.
MatrixCare
Referral and admission outcomes tied back to liaison territories and sources.
AlayaCare
Private-pay client starts and caregiver availability reflected in intake and recruiting reports.
HubSpot
Liaison CRM with visit logging and referral source records, configured under a business associate agreement where needed.
Salesforce
Referral relationship management for larger multi-branch agencies with territory reporting.
CallRail
HIPAA-eligible call tracking by source and branch for family and referral calls.
What we run the account by
Admissions by referral source.
Number of admissions tied to each hospital, physician group, facility or case manager, reviewed by territory and liaison.
Referral to admission rate.
Share of referrals received that become admissions, with declined referrals tagged by reason such as staffing or payer.
Intake response time.
Minutes from a family call, form or referral submission to a live response from an intake coordinator.
Hires to first shift.
Recruits who complete onboarding and work a first shift, by role and territory, with cost per hire by source.
Private-pay starts by source.
New private-pay clients beginning service, attributed to the search, referral or review channel that produced the inquiry.
Rules we respect
HIPAA privacy and security.
Protected health information stays out of ad platforms and analytics. Tools that touch patient data must sign a business associate agreement before use.
Federal Anti-Kickback Statute.
Offering or paying anything of value to induce referrals of federal health program business is prohibited. Liaison programs rely on education and service, not gifts or payments.
Medicare beneficiary inducement limits.
Certified agencies face limits on offering Medicare patients free items or services to choose them. We keep consumer promotions within those limits and your counsel's guidance.
No outcome guarantees.
Marketing avoids promising clinical results or recovery outcomes. Clinical leadership reviews patient-facing claims, and state licensing rules on advertising are followed where they apply.
The home health playbook.
Map referral sources and census.
We pull a year of admissions from your EMR, group them by referral source and territory, and show where census really comes from before any new activity is planned.
Build the liaison system.
The CRM, visit cadences, target lists and leave-behinds go in, with admissions matched weekly. Liaisons get a simple mobile workflow they will actually use in the field.
Fix family intake and recruiting.
Website paths, call tracking and response rules for families, plus a careers site and job campaigns by territory so you can staff the referrals you earn.
Add search and report monthly.
Local search and private-pay ads go live, and a monthly report shows admissions by referral source, recruiting hires, and response times, reviewed with your administrator.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why home health and hospice agencies choose us.
Most agencies sell consumer ads to a business that grows through discharge planners and physicians. We build the referral program and CRM first, because that is where census is decided.
- We treat recruiting as marketingAn agency that cannot staff cannot grow. We measure recruiting on first shifts by territory and run it with the same discipline as patient acquisition.
- We know where the lines areHIPAA, Anti-Kickback and Medicare marketing limits shape every tactic we propose. No gifts to referral sources, no patient data in ad platforms, no outcome promises.
Reading for home health and hospice agencies.
- Systems & Integration · Takeaway
HubSpot is not HIPAA compliant by default; it becomes usable for patient data only after a signed Business Associate Agreement and sensitive-data settings on an eligible paid tier.
Systems & Integration · 9 min read
Is HubSpot HIPAA Compliant? What Clinics Must Do First.
HubSpot can hold patient data safely, but only after a BAA, sensitive-data settings and a hard look at every pixel and connected app. Here is the setup order, the tracking rules and a decision table for what belongs where.
Read - Lead Generation · Takeaway
The buyer is usually an adult child researching for a parent, and the tour, not the form, is the conversion to measure.
Lead Generation · 10 min read
Senior Living Lead Generation: Owned Leads That Turn Into Tours.
Referral platforms send the same family to several communities and charge a placement fee. Here is how a community builds inquiry sources it owns, answers them warmly inside minutes, and tracks every lead through tour and move-in.
Read - Systems & Integration · Takeaway
The native HubSpot CallRail integration matches contacts by phone number, so one normalized E.164 number per contact decides whether it works.
Systems & Integration · 10 min read
HubSpot CallRail Integration: Calls to Contacts, Timelines, Reports.
Connecting CallRail to HubSpot takes minutes. Getting a call to become a clean contact with the right source, a timeline entry, a lifecycle stage and a notified rep takes a few deliberate settings. Here is the setup we use.
Read
Hiring an agency for a home health business.
- How do I get more referrals for my home health agency?
- Referrals come from relationships, reliability and data. Know which discharge planners, physician offices and facilities already refer, visit them on a planned cadence, give them fast acceptance and clear communication, and track every referral to admission. A CRM that ties liaison activity to census shows where to spend time. Education and responsiveness drive referrals; gifts or anything of value offered to induce referrals create federal risk.
- Can a home health or hospice agency run Google Ads?
- Yes, with care. Private-pay home care and consumer searches about hospice are reasonable targets, and ads should lead to a staffed phone line. Health-related personalized advertising has platform limits, and remarketing to people based on health conditions is restricted. We keep patient information out of ad platforms and send only non-health conversion signals from your server.
- Is marketing different for Medicare-certified agencies and private-pay home care?
- Yes. Certified home health and hospice depend on physician orders and referral sources, and marketing to Medicare beneficiaries carries inducement limits. Private-pay personal care is sold more directly to families, often after a phone consultation, so consumer search, reviews and fast follow-up matter more. Many agencies run both, and we build separate paths and reporting for each.
- How do you handle HIPAA in marketing?
- We keep protected health information out of analytics and ad platforms, use tools that sign a business associate agreement for anything that touches patient data, and track conversions server side without health details. Forms route to covered systems, call recordings stay on HIPAA-eligible plans, and your team decides what counts as a conversion. Your compliance officer reviews the setup before launch.
- Who should run marketing for my home care agency?
- A firm that understands referral-source marketing, caregiver recruiting and healthcare privacy rules, not only ads. Ask any candidate how they would track referrals to admissions, how they measure recruiting, and what they will not do under the Anti-Kickback Statute. We build the whole system: CRM, website, recruiting, search and reporting, and we operate it with your team.
Let’s grow your home health business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.