Home Health Marketing Compliance 101: What to Say, What to Avoid, and How to Stay Safe
A lot of agencies under market because compliance feels scary. The goal isn’t to be silent. The goal is to be specific, accurate, and consistent. Here’s a safe framework we use for home health marketing.
What to avoid
Avoid broad, absolute claims you can’t prove consistently.
Examples to rethink:
- “Best in the area”
- “Guaranteed outcomes”
- “We prevent hospitalizations”
“Fastest start of care” (unless you track and can prove it)
What you can say safely (when it’s true)
You can talk about:
- Services offered and coverage area
- Your process and what patients can expect
- Communication standards and timelines
- Experience and credentials
- Patient education and support
The “process messaging” framework
Instead of “We’re the best,” say:
- What happens after a referral
- How quickly you respond
- How you communicate
- What the patient and family can expect weekly
- How you coordinate with physicians and referral sources
Specific beats flashy.
Testimonials
Testimonials can be powerful, but handle carefully.
Use:
- Clear consent
- No PHI
- No exaggerated outcome claims
- Focus on experience and communication, not medical promises
