As the population ages and as lifespans become longer, the demand for home health care services continues to grow. Understandably, many old people prefer to undergo long-term treatment in their own home rather than in a hospital room or a room in a nursing home.
But the target market for home health care isn’t limited to the elderly. In fact, the home health care services market has many different segments.
If you’re considering starting a business in the home health care services field, you will need to be clear about which segments of this vast and growing market you intend to target. A lot will depend both on your own qualifications as well as the needs of your target market.
In this article, we’ll review the most common segments of the target market for home health care and explore some of the reasons why people choose to receive home health care instead of traditional hospital-based care. Knowing these reasons could be valuable for your marketing efforts as you try to reach potential new customers.
Target Market for Home Health Care: Who needs it?
The Target Market for Home Health Care can be divided into the following main segments:
- The Elderly
- People with chronic conditions
- People recovering from an illness or injury
- People with disabilities
Let’s look closely at each of these segments.
1. The Elderly
As people age, they often need more medical care and assistance with everyday activities. Home health care provides seniors with the support that is needed to age in place.
This support can include anything from occasional help with housekeeping or grocery shopping, to even more intensive skilled nursing care. It can also include help with daily tasks like bathing, dressing, eating, taking medications and exercising.
2. People with chronic conditions
Chronic conditions are defined as conditions that last for more than three months and cannot be cured. These conditions often require ongoing medical care and treatment.
People with chronic conditions such as diabetes, COPD, heart failure, and Alzheimer’s disease often need ongoing medical care and assistance with activities of daily living. Home health care can help people manage their chronic conditions and maintain their quality of life by allowing them to continue living in their own homes.
3. People recovering from an illness or injury
Patients who are recovering from an illness, surgery or other hospitalization often find it difficult to adjust to life at home after they have been discharged from the hospital.
They need home health care to help them transition back to their normal lives. Home health care nurses can provide recovering patients with wound care, IV therapy and physical therapy in the comfort of their own homes.
4. People with disabilities
People with disabilities often need help with activities of daily living such as washing, bathing, putting their clothes on, and even eating and drinking.
Home nursing care for people with disabilities can include personal care, homemaking, and respite care. It can also include therapies like physical, occupational, and speech therapy.
Home health aides can also provide transportation to doctor’s appointments and other necessary errands.
Why do people prefer Home Health Care?
The target market for home health care is diverse, but there are some common reasons why people choose to receive care at home instead of in a hospital or other facility. These reasons include:
- The desire to age in place
- Less expensive than alternatives
- Convenience
- Maintain independence
1. The desire to age in place
As people age, their desire to remain in their own homes, and to age in place increases.
A study by Capital Caring Health found that 90% of Americans over the age of 50 want to stay in their own homes as they age. This preference is often driven by a desire to maintain independence and control over their own life.
Home health care allows seniors to receive the care they need while remaining in their own homes. This allows them to maintain their quality of life and social contacts.
2. Less expensive than other options
Home health care is often less expensive than nursing home care or hospital care or other long-term care options. It can also be more cost-effective than making multiple trips to the hospital or doctor’s office.
For instance, a semi-private room in a nursing home can cost up to $90,000 per year. In contrast, home health care services can cost as little as $21 per hour.
When you compare the two options, it’s clear that home health care is a more affordable option for many people.
Additionally, Medicare and Medicaid often cover the cost of home health care for those who qualify.
3. Convenience
Home health care is convenient because patients do not need to leave their homes to get health care. This is especially beneficial for people who have difficulty leaving their homes or who live in rural areas.
Avoiding trips to the hospital or doctor’s office can also save time, money and energy.
People who receive home health care can also schedule appointments around their own schedules instead of having to work around the schedule of a facility.
And with the advances in modern technology, many medical devices can now be used at home with the minimum of technical expertise needed.
4. Maintain independence
With home health care, patients can maintain their independence by receiving care in their own homes.
When people stay in their own homes they feel less dependent on others than when they are in a hospital or a long-term care facility.
This is because they can maintain their usual routines, sleep in their own beds, and be surrounded by their own belongings.
People who receive home health care can also have more control over their environment and who has access to their home.
For instance, if family members of close friends offer to help out, the patient can make the decision themselves since it is their home in which the care is being given.
This level of control is not always possible in a long-term care facility.
Summary
The largest segments of the target market for home health care include the elderly, people with chronic conditions, people recovering from an illness or injury, and people with disabilities.
Older people choose home health care over traditional hospital or nursing home-based care mainly because of their desire to age in place.
People who are not aged but still require continuous health care also prefer home health care for its other benefits including lower costs, convenience, and the ability to maintain independence.
Now that you know more about the target market for home health care, you can start to think about how to reach potential customers. Keep in mind the reasons why people choose home health care and consider how you can address these needs in your marketing efforts.
You can also talk to people who work in the home health care field to get more insights into who their target market is and how they reach them. With this information, you can start to develop a marketing plan that will help you reach your target market for home health care business.