How to build a home health marketing engine: under-promise and over-deliver

The problem with overpromising

Let me take you back to my pre-home health days. I worked at a startup selling a pilot project to one of the top 10 companies in the world. Big deal, right? During the sales pitch, the CEO couldn’t stop saying yes. Yes to features we didn’t have. Yes to integrations we couldn’t support. Yes to timelines that were pure fantasy.

I sat there taking furious notes, knowing at least 40% of what we promised was unattainable. Once we closed the deal, it fell on me to implement the project—and try to make our MASSIVE CUSTOMER happy. Spoiler alert: that was a nightmare. Overpromising not only strained the relationship but also burned our credibility before we even got started.

The home health industry is no different

In home health, you hear the same empty promises all the time:

• “Same-day or next-day start of care!”
• “The lowest hospitalization rates in the region!”
• “Unmatched quality of care!”

Sound familiar? These claims often come without context or proof. While it’s tempting to make big promises to win a referral source, it’s not worth the risk. Why? Because you can’t fake results forever. Sooner or later, you’ll be held accountable—and if you fall short, the relationship may not recover.

The value of honesty in home health sales

When I worked at Health Link Home Health and Hospice, I took a different approach. I’d sit down with potential referral sources, look them in the eye, and tell them the truth. I didn’t sugarcoat our performance metrics or make lofty claims. Instead:

• I shared exactly where we stood for that quarter.
• I talked about our best quarter to date and what we were working to improve.
• I made it clear that while we aimed for same-day starts of care, there were rare situations where it might take longer.

This honesty gave me something that no gimmick ever could: trust. Providers knew that when I told them we’d do something, we would deliver. And when we outperformed expectations? That only strengthened the relationship.

Why under-promise and over-deliver works

1. Builds Credibility: You’re not just another agency making empty promises. You’re reliable, trustworthy, and realistic.
2. Strengthens Relationships: A long-term, dependable referral source is far more valuable than a one-time client.
3. Simplifies Follow-Up: When you do what you say you’ll do—and then some—your follow-up conversations become opportunities to deepen the partnership, not repair damage.

How to implement this principle in your marketing team

1. Be transparent about capabilities
   Only promise what you’re confident you can deliver. If your hospitalization rate isn’t the lowest, don’t say it is. Instead, share what you’re doing to improve.
2. Focus on objectives, not guarantees
   Tell referral sources what you aim to achieve rather than locking yourself into rigid promises. For example:some text
   • Instead of “We’ll always start care the same day,” say, “Our goal is same-day starts of care, and here’s our track record.”
3. Track and share results
   Data speaks louder than words. Regularly update referral sources with metrics that show how you’re delivering on your promises—and exceeding them.
4. Follow through and follow up
   After meeting a commitment, don’t assume the work is done. Schedule a follow-up conversation to discuss next steps and reinforce your reliability.

The long game: relationships over quick wins

Anyone in this industry knows the truth: a new referral source is great, but a long-standing, deep relationship with a reliable source is gold. Under-promising and over-delivering builds the kind of trust that leads to long-term partnerships.

It’s not flashy, but it works. While other agencies scramble to make up for promises they can’t keep, you’ll be steadily building a reputation for reliability and care. That’s how you win in home health—and keep winning for years to come.