Dawn Fiala

About Dawn

Dawn Fiala is a home care marketing and recruiting director with more than 15 years of experience building teams, brands, and companies in the home care industry. Her background spans marketing strategy, KPIs, and client acquisition and retention.

As VP of Business Development at Approved Senior Network®, she works with agencies on growth and business development, and she teaches GoCarePro® sales training alongside Annette Ziegler.

Writes about

• Referral development
• Sales and operations
• Caregiver recruiting
• Client acquisition and retention
• Marketing performance measurement

Articles by Dawn Fiala (21)

• How to Grow a Home Care Agency Through Memory Care: 9 Lessons From a Dementia-Focused Agency

  Specializing doesn't shrink a home care agency. It sharpens it. Jonah Francis of Pansy Homecare shares how going all in on dementia care rebuilt his agency's training, marketing, and business model.

• Your Home Care Marketer Needs More Than a Brochure and a Good Luck

  You gave your new marketer brochures, business cards, and a day of shadowing. Before you question their ability, ask whether you taught them how to do the job.

• Continuing to Learn, Grow, and Serve: Alisa Cook Completes GoCarePro Training

  Alisa Cook of A Perfect Choice Home Care completed GoCarePro's 12-week Marketing & Sales Training Course and shared why continuing to learn, share ideas, and collaborate makes us better at what we do and who we serve.

• Don’t Let December Undo Your Year: A Home Care Holiday Growth Plan

  December can undo a strong year. From ASN’s October 7 Mastermind, six steps to take now, from following up on open inquiries and staying visible to referral partners to planning holiday schedules and building caregiver coverage.

• Why Home Care Assessments Don’t Turn Into Clients

  Families invite you into their homes because they need guidance. Dawn, Annette, and Lisa discuss the mistakes that can derail a home care assessment—and how to lead the conversation with confidence without becoming pushy.

• When the Home Care Referrals Slow Down

  Last week, you were signing new clients. This week, nobody seems to have time for you. Dawn, Annette, and Lisa discuss managing the ups and downs of referral marketing, recognizing progress, and keeping relationships active—even when you take a vacation.

• They Chose Another Home Care Agency. Now What?

  You thought the assessment went well. Then the family chose another agency. Dawn, Lisa, and Annette discuss turning that disappointing call into useful feedback, following up without being pushy, and staying ready for the next opportunity.

• When Care Goes Wrong: Own It, Fix It, Move Forward

  A care problem can put a hard-earned referral relationship at risk. Dawn and Lisa discuss taking responsibility, making things right, and helping the entire team move forward.

• They Already Have a Home Care Company—Here’s How You Get In

  Your job is to remain visible, useful and professional so that when the opportunity appears, you've already built enough trust to receive the call.

• Your Brochure Isn’t a Referral Strategy: What Actually Gets Home Care Referrals

  If your marketing strategy is simply walking in and handing them another brochure describing roughly the same services as everyone else, you haven't given them much reason to remember you.

• The “Bestie Zone”: How to Become the Home Care Referral Partner They Text First

  The strongest referral relationships are built when healthcare professionals know they can reach you quickly—and trust you to take care of what happens next.

• How Can I Grow My Home Care Business?

  Growing a home care business takes more than one marketing tactic. Learn how home care marketing, professional referrals, SEO, AI Search, social media, websites, newsletters, in-person sales, and the right KPIs work together to create sustainable growth.

• How to ask referral sources for home care business without sounding pushy

  Asking for a referral cannot be skipped forever. When to ask, five natural asks by referral-source type, and what to do when the answer is no.

• Home care marketing and sales KPIs: how to know whether your marketer is actually creating growth

  Home care marketing and sales performance should not be judged by how busy a marketer looks. The KPI system that connects field activity to referrals, assessments, signed clients, and revenue.

• How to ask for reviews (and what the FTC rule means for home care)

  Home care agencies can ask for honest reviews, with guardrails. What the FTC's review rule prohibits, where Google is stricter, and a compliant request process.

• Speed to lead: what happens in the first hour decides the admission

  A lead is a live family situation. How to build a first-hour response standard, a no-answer sequence, and a pipeline so no inquiry is forgotten.

• Tracking home care marketing: the numbers that matter and the ones that don't

  Marketing measurement is useful when it changes a decision. The five calculations that matter, a one-page monthly scorecard, and when to cut a channel.

• Home Care Marketing Plan: A Free Template Your Team Will Actually Use

  A free, fill-in home care marketing plan template for private duty agencies, plus six steps to build the plan around admissions, owners, and a weekly rhythm your team can keep.

• Stop Bringing Donuts: What Referral Sources Actually Value

  Stop bringing donuts to referral sources. Learn what social workers actually value and how a simple discharge package can build trust and increase referrals.

• The Real Reason Home Care Referral Sources Stop Calling You

  They are managing high-pressure situations. They don’t have time to guess, follow up repeatedly, or worry about whether a provider will deliver.

• 5 Referral Impressions That Turn Home Care Contacts into Consistent Referral Partners

  Discover the 5 referral impressions that turn contacts into consistent referral partners in home care. Stop leaving referrals to chance.