Looking Back on a Year of HHA Training

Cornerstone Healthcare, based in Plainfield, New Jersey, has served the community for more than 15 years. As the organization reflects on its first year of Home Health Aide (HHA) training, we spoke with Administrative Director Oluwadamilola Lowe about the challenges and lessons of supporting a growing healthcare business.

What has been the biggest challenge over the past year?

Marketing, particularly for our HHA training program. We tried different advertising strategies, but the results did not meet our expectations. We eventually realized that we were focusing too heavily on online marketing and needed to build stronger relationships within our local community.

How did you approach that challenge?

We began focusing more on networking and community outreach. Our office is less than a ten-minute walk from City Hall, near the public library, a supermarket, and the local high school. Yet many people in the surrounding area didn't know we were there.

We started attending networking events, connecting with local organizations, and participating in health education activities at senior centers and public schools. These efforts have helped us build relationships and introduce more people to Cornerstone's services.

Have these changes made a difference?

We've enrolled 14 students over the past year, and our graduates have begun referring others to us. While growth takes time, these connections are valuable to a small business. We've learned that reaching the right audience and building trust can be just as important as reaching a large audience.

What have you learned from this experience?

One of the biggest lessons has been the importance of patience and endurance. Building a business involves administrative responsibilities, compliance requirements, marketing, and relationship-building. Each area requires time, organization, and a willingness to learn.

It's also important to understand your boundaries, remain open to new ideas, and recognize when an approach needs to change. Trying to please everyone can make it difficult to focus on what matters most.

Finally, setbacks are part of starting something new. The first attempt may not always succeed, but each challenge offers an opportunity to identify what needs improvement and approach the next attempt differently.

As Cornerstone Healthcare continues its work in HHA training, community health education, and home care, the organization looks forward to building stronger relationships and expanding its service to the community.