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Tim Rowan, MA and Roger McManus, MBA

2019 CSA Conference


Timothy Rowan, M.A.

Rowan Reputation Resources


Roger McManus, MBA

Rowan Reputation Resources



The World Has Changed: Word-of-Mouth Went Viral (and Nobody Told the Home Care Industry)

This is a hands-on, practical, how-to session. The presenters will encourage attendees to use their smart phones and tablets during the session to examine their company's online presence. If it is low, as so many are, they will be motivated to learn, step-by-step, as we describe proven techniques to leverage the rules -- sometimes published, sometimes hidden -- of the major search and review sites, such as Google, Yelp, Facebook, Twitter, Instagram, Bing,, Glass Door, and many more.   

Knowing and deploying these techniques are important to home care and other types of businesses in highly competitive environments because Online Reputation Management and Marketing form a complementary function with Search Engine Optimization. In fact, it is often referred to as "SEO Local."     

Many home care agency owners and marketing staff have already beefed up their SEO but fail to realize that the purpose of SEO is to make a business globally visible. But these owners are not looking for customers in India or Argentina. They want to be seen when a prospective client, or more likely their adult child, is searching online for the best home care agency in their parent's city. When the search words are "Home Care," SEO is quite useful. But when the search words are "home care Portland," SEO becomes virtually irrelevant and SEO Local becomes critical.   

We will teach them how to leverage SEO Local to achieve a prominent position when that adult child is searching. Most importantly, knowing that adult child not only searches but also reads the reviews of three or four home care agencies, we will also teach them how to grow their total number of positive reviews and how to respond to the occasional negative review.    They will return home equipped to combine their new online reputation marketing skills with their existing SEO efforts. To drive home the point and increase motivation to get started with our techniques, we will relate stories of a few of our existing clients who have taken lessons they have learned from us and overpowered competitors in their market area.   

While we do offer a related consulting service for a fee to individual businesses, this presentation will be exclusively educational rather than promotional.

Learning Objectives

  1. Attendees will be able to describe the difference between SEO and SEO Local.
  2. Attendees will be able to analyse their current online visibility via multiple search engines.
  3. Attendees will be able to leverage online search engine rules to enhance their online visibility and reputation.

About Tim

Tim Rowan has been a student of home care technology since 1993. Following five years at IT Director for a large Colorado Home Health provider, he took over the reins in 1999 as editor of Home Care Technology Report, the industry's most widely read journal covering technology for in-home care providers as well as the state and federal regulations that impact them.  After 18 years of vendor and provider interviews, hundreds of product demos and thousands of news articles, Tim has become the industry's recognized technology expert. Based on the expertise gathered through this experience, Tim has built a successful consulting practice, helping home health, home care and hospice providers make informed software vendor selections. In recent years, he has added to his practice a census growth tool based on gathering patient and family online reviews. This year, he published his first book, "Entrepreneurial Insanity in the Home Care Business," which is available from Amazon.

About Roger

Roger McManus is the co-author with Tim Rowan of Entrepreneurial Insanity in the Home Care Business: When Doing the Same Things Do Not Produce Different Results. Since earning his MBA from Wake Forest University in 1978, Roger McManus has become a respected marketing consultant, association executive and publisher in a variety of market sectors. As president of Faber, a small marketing research supplier in Greensboro, NC, he took sales from $150,000 to over $1.2 million annually.

Later, he formed the Photo Research Foundation, a marketing research firm specializing in issues related to the photographic industry. Clients included the top names in the industry. During this time, one of his 400 focus groups led to the development of ink-jet printers. He launched trade magazines for that industry in the U.S. and the UK and later extended that formula to the dental industry. In 1995, he was selected to represent North Carolina to the White House Counsel on Small Business and was selected by the SBA as its Small Business Advocate of the Year in the Southeast.

Following similar assignments with Pixel Magic Imaging (San Marcos, TX), First Impressions, a revolutionary newborn photo service, the Greensboro, NC Chamber of Commerce, the North Carolina Advisory Board for the Small Business Technology & Development Centers, and as Director of Strategic Relationships for a national photo retail buying group. Currently, Roger independently consults with small businesses on establishing and enhancing their online presence with social media programs and consumer feedback tools.

Today, Roger lives in suburban Cincinnati with his wife Patsy so he can be near his grandsons.

Visit the Schedule at a Glance for session dates, times, and locations. 

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