When I first started this position, I felt like marketing in the health care field is a lot like attending the party of an acquaintance: you are obligated to make an appearance, all the guests already know each other, tragically another woman is wearing the same exact outfit, and you realize that even though the invitation said “no gifts”, apparently everyone else ignored that and brought one anyway.

I know, I know, commence playing violins and sing a dirge for me. I decided to put my big girl panties on and I am learning how to navigate through the world of health care marketing. One of the best parts of my job is helping families navigate through all of the options and help them make the best decision for their loved one, even when all in-home care services probably look alike (this is where the whole “wearing the same outfit” thing comes in). To help you become a “savvy senior care shopper”, here is a list of questions to ask when choosing an in-home care provider for yourself or your loved one.

1) How long has your company been in business?

The jig is up! There are a lot of seniors in Florida, and a lot of companies are moving into town to try to get a little slice of the pie, so to speak. You'll want to choose a company that has been in business for a while because they generally have higher staff retention rates compared to fledgling companies and therefore more experienced caregivers. You should also be able to look them up on the Better Business Bureau or ask around the community for a review.

2) Are your caregivers bonded and insured?

This one should be a no-brainer. You want the company you choose to have appropriate coverage to protect your family. They should carry professional and general liability insurance, bond its employees and cover worker’s compensation costs. You don’t want to get stuck paying the medical bills of an injured caregiver on top of your own!

3) How do you select your caregivers?

I’ve actually heard an HR rep from a local health care provider say, “We hire just about anyone who comes in off the street.” Hmm… yea, I’m not sure if I want Joe Schmo off the street taking care of my mom. You need to know that the agency thoroughly screens and interviews candidates. This should include criminal and other background checks, reference checks, as well as personality assessments (which can identify if people truly possess caregiving qualities).

There are lots of other questions to ask and consider, and for a more complete list click here.