How to build a home health marketing engine: start with core values

Why core values matter in home health marketing

The home health and hospice industry is built on trust and care. Providers, case managers, and social workers need to know your agency is more than just another player in the field. Your core values give you that bedrock confidence to sell with integrity because you know what you’re offering aligns with the needs of patients and referral partners alike.

For instance, during my time at Health Link Home Health and Hospice, our team leaned heavily on these core values:

• Focus on the patient: Every decision revolved around delivering the best care possible.
• Act with integrity: Trust wasn’t just a goal; it was non-negotiable.
• Community partnerships: We valued and respected our referral partners.
• Team appreciation: Empowered employees are the heartbeat of a thriving agency.
• Strive to improve: Good wasn’t good enough; we were always chasing excellence.

These weren’t abstract ideals. They shaped everything we did—our sales scripts, in-service presentations, and even casual conversations with referral sources. Every interaction was guided by these values.

Core values as a sales superpower

Here’s the beauty of selling with core values: it simplifies everything. Knowing what you stand for allows you to qualify potential partners. Not every provider is a fit, and that’s okay.

Take this example: We offered unparalleled customer service, but we weren’t going to cross ethical lines, like handing out extravagant gifts that edged past the Sunshine Act. If a provider cared about patient outcomes, we were a perfect partner. If they were more interested in gifts, it was a clear sign we weren’t aligned. Core values gave us the clarity and confidence to say, "This is who we are, and this is who we work with."

How core values drive team management

Core values aren’t just an external selling point—they’re also a north star for team management. When you instill these principles from day one, it becomes much easier to hold your team accountable.

For example, if a team member wasn’t delivering patient-focused care or wasn’t respecting our referral partners, the conversation was straightforward: “This isn’t in line with our values.” That clarity made managing and coaching a lot easier, and it kept our team aligned on the mission.

Implementing core values in your home health marketing team

Here’s how you can weave core values into every aspect of your marketing team:

1. Define them clearly: Don’t just pick values that sound good. Choose ones that reflect what your agency truly stands for.
2. Incorporate them into training: Use your values to build sales scripts, in-service presentations, and other tools your team will use daily.
3. Communicate consistently: Core values should be evident in every interaction—whether it’s with providers, case managers, or social workers.
4. Evaluate alignment: Use values as a lens to qualify referral partners. Are they a good fit for your agency? Do they care about patient outcomes?
5. Hold the team accountable: If a team member isn’t living up to the values, address it directly. Values aren’t optional—they’re the foundation of everything.

Building a strong home health marketing team starts with knowing who you are and what you stand for. Core values are more than just words; they’re a roadmap that guides your sales, strengthens your relationships with referral sources, and simplifies team management. By starting here, you create a culture of integrity and trust that fuels sustainable growth in a competitive industry.

Ready to scale your marketing efforts? Start with your core values—they’ll pay dividends, just as they always have.