title: Grassroots branding.
abstract: In home care and hospice, effective branding begins at the grassroots level. Historically, high-level, widespread branding initiatives have proven relatively unsuccessful in these industries, and have not delivered a positive return on investment. This is generally because in home care and hospice, branding is most successfully implemented at individual and local levels. Since an agency's "brand" is established at this personal level, relationships are the crucial keys to sales and marketing success.
authors.affiliation: Home Care Marketing Solutions, Chapel Hill, NC, USA. mike@hcmarketingsolutions.com
authors.forename: Michael T
authors.initials: MT
authors.lastname: Ferris
mesh_terms: D018574:Home Care Agencies / Q000458:organization & administration*; D006738:Hospices / Q000458:organization & administration*; D009937:Organizational Objectives; D010560:Personnel Selection; D014481:United States