Multi-Unit Franchisee Magazine Issue II, 2012 | Page 68

Best in Brand
tion that measures client and caregiver satisfaction for home
care agencies.
The level of personal attention Iuso provides is a key contributor to her first-year success. “I meet all my clients, particularly the first time,” she says. “I’m very, very close to most
of my clients. They know they can call me and talk to me.”
Once they’re on board, she says, “I make it a point to visit
them once or twice a month, free of charge.”
Iuso also spends time with the approximately 35 caregivers she employs to provide her clients with companion and
personal care. This allows her to build solid relationships with
the providers and to get to know them as people. “I make it a
point to put somebody in each home who matches the client.
Not everybody’s going to mingle with everybody,” she says.
She also takes the extra step of introducing the caregiver or
case coordinator to the client, and has an R.N. visit the home,
primarily for an assessment.
Iuso appreciates the recognition from FirstLight. She also
knows there’s more to success than any franchisor can provide.
“They give me great support. One of the reasons you buy
into a franchise is branding, but they’re not building a brand
name for you,” she says. “A franchisor is only going to give you
the information they have. It’s up to you to make it happen.”
That means marketing. “One thing I’ve noticed is that even
though they had the readymade book for Marketing 101 and
guide you in what to say and what not to say, you have to find
the marketing methodology and referral sources that work best
for you,” she says. W ]