Debbie Miller of 52 Weeks Marketing joined CareTime’s Julio Barea and Dylan Shwartz for a deep dive into how specialty programs can help home care agencies stand out, grow revenue, and retain talent in a crowded market.

This session focused on the power of niche offerings - like dementia care, hospital-at-home, and remote monitoring - to differentiate your agency. Debbie walked through real-world examples and laid out a step-by-step plan for developing, marketing, and sustaining these programs. She also shared how virtual assistants can help streamline day-to-day tasks, giving your team the time and space to focus on more specialized care.

Key Takeaways:

1. Stand Out with Specialty Programs
   Offering niche services helps agencies stand out while improving outcomes and building trust with families and referral sources.

2. Start Small, Think Big
   You don’t need five programs - start with one that fits your client base and build from there.

3. Lean into Tech + VAs
   Use virtual assistants and tools like CareTime to take admin work off your plate and focus staff on higher-value roles.

4. Use CMS Opportunities
   Programs like the CMS guide for dementia care offer a new way to collaborate with Medicare providers and bring in more revenue.

5. Marketing That Works
   Position your programs with clear value props, targeted messaging, and materials that speak to your referral sources’ pain points.

“Specialty programs in chemo are really important to help differentiate you. And we'll talk a little bit about how noisy this industry has become. It's become so much more competitive, so finding little niches that you can truly hang your hat on and differentiate yourself from all the other agencies out there is going to be really beneficial.”