Home Care Marketing in New York City
Home care is one of the largest employers in New York City, and agencies compete for both clients and caregivers every day. We help licensed home care agencies across the five boroughs reach families who need help at home and recruit the aides they need to serve them, with clear websites, search and social campaigns, and follow-up systems for both sides of the business.
The local market
A huge home care workforce
County Business Patterns counted 644 home health care establishments in the five boroughs in 2023, employing 204,938 people, an average of more than 300 per establishment. Brooklyn's 246 agencies alone reported 100,408 employees. Agencies in the related Census category for senior and disability support services added 1,418 establishments and 174,203 workers. Recruiting and retaining aides is as much a marketing job as finding clients.
Licensed by the state
The New York State Department of Health says the Public Health Law requires an organization to be licensed or certified as a home care agency by the department to provide or arrange home care services in the state. Licensed Home Care Services Agencies serve clients who pay privately or have private insurance, according to the state's health profiles site. Families often look for that license before calling.
What home care agencies face here
Two audiences at once
Agencies must attract families and caregivers. Separate websites sections, ads, and follow-up for each keep both pipelines moving without confusing either group.
Trust and licensing
Families want proof of licensing, screening, and supervision. Showing these clearly on every page reduces hesitation and gets more families to call.
Languages and culture
Clients often prefer caregivers who speak their language. Pages and job ads in the languages you staff help match families and aides well.
Services for caregiving agencies
Areas we serve
Home care agencies can reach families arranging care in these boroughs:
- Manhattan
- Brooklyn
- Queens
- The Bronx
- Staten Island
- Long Island
- Westchester
- Williamsburg
- Astoria
- Long Island City
Questions and answers
Yes. The state Department of Health says an organization must be licensed or certified as a home care agency to provide or arrange home care services in New York State. Displaying that status clearly on your website reassures families comparing agencies.
With a dedicated careers page, short mobile applications, job ads in the languages your clients speak, and fast follow-up with applicants. Census data shows more than 200,000 people working in home health care across the boroughs in 2023, so agencies compete hard for good aides.
Mostly families, especially adult children, who often lead the search, though some older adults research for themselves. We create content and campaigns for both, with simple language, clear next steps, and easy ways to talk to a real person.
Sources
- U.S. Census Bureau, 2023 County Business Patterns, five NYC borough counties: home health, hospitals, senior living, veterinary, psychiatrists
- U.S. Census Bureau, 2023 County Business Patterns: Richmond County (Staten Island), hospitals and senior care
- NYS Department of Health: Home care and hospice
- NYS Health Profiles: About licensed home care services agencies
Checked 2026-10-31.