Bid to Win: Homecare Edition — Powered by Big Sister
If you’re looking to grow your homecare business through contracts, you’ll quickly realise there are two very different battlegrounds: public sector (local authorities, NHS) and private sector (insurance companies, care brokerage networks, private client frameworks).
Both offer major opportunities — but each demands a different bidding approach.
At Big Sister, through Bid to Win: Homecare Edition, we’ve helped providers win in both arenas. Today, we’re breaking down the key differences and sharing strategies to help you thrive, whichever path (or combination) you choose.
Understanding the Playing Fields
Public Sector: Local Authorities and NHS
This is what most people think of when they hear “tendering” — bidding for care packages funded by:
- Local councils
- Integrated Care Systems (ICSs)
- NHS Trusts
- Clinical Commissioning Groups (CCGs) (pre-ICS reform)
Contracts may be for:
- Domiciliary care
- Discharge to assess (D2A) services
- Reablement
- Complex/continuing healthcare (CHC)
- Supported living or specialist services
Private Sector: Insurance, Brokerage, Frameworks
The private bidding world includes:
- Private health insurers commissioning homecare
- Care brokers managing care packages for self-funders
- Private client care frameworks (exclusive provider panels)
- Outsourced service provision for private hospitals or corporations
- Care with Confidence, brought to you by Big Sister
These contracts often involve high-net-worth individuals, private hospital discharge support, or concierge-style care services.
Key Differences: Public vs Private Bidding
| Factor | Public Sector (Council/NHS) | Private Sector (Insurance/Brokerage) |
| Transparency | High — advertised openly | Low — often relationship-driven |
| Process | Formal tenders (Frameworks, DPS, Open/Restricted procedures) | Invited proposals, informal bids, account management focus |
| Evaluation | Strict scoring criteria, heavily weighted on compliance and social value | Focus on cost, capacity, responsiveness, client experience |
| Timescales | Longer (3–9 months from tender to award) | Faster (sometimes within weeks) |
| Price Sensitivity | Commissioners seeking best value; rates may be capped | Private clients willing to pay premium rates for quality |
| Volume | High-volume contracts, potential for hundreds of hours weekly | Smaller, bespoke packages, but higher margin per client |
Winning Public Sector Bids: Strategies That Work
- Compliance Is King
Public sector commissioners need proof you’re safe and high-quality:
- CQC registration
- Safeguarding policies
- Insurance certificates
- Business continuity plans
- GDPR compliance
Even a minor documentation gap can get you disqualified.
- Nail the Quality Response
Tenders are scored based on:
- Method statements (“How will you deliver?”)
- Added value (“What will you contribute beyond basics?”)
- Social value commitments (jobs, apprenticeships, local investment)
Clear, structured writing — tailored exactly to the question — is essential.
(If you haven’t yet, check out our article: Writing for Evaluators: How to Make Your Homecare Bid Stand Out.)
- Prepare for Tight Pricing
Many councils use set rates based on their budgets. You’ll need:
- Tight operational control
- Smart rostering
- Efficient recruitment
Profit margins are slimmer, but volume is higher, and payment is reliable.
Winning Private Sector Bids: Different Game, Different Rules
- Relationships Matter
Many private contracts aren’t openly advertised.
Success depends on:
- Networking with brokers, case managers, hospital discharge teams
- Attending events (care sector conferences, insurance provider days)
- Building trust with key decision-makers
- Focus on Flexibility and Speed
Private clients — especially post-hospital discharge or high-needs families — expect:
- Immediate service setup (24–48 hours)
- Bespoke care packages
- Direct communication lines
Your ability to move fast and flexibly is a major selling point.
Jill, founder of Big Sister, says:
“Private buyers aren’t ticking boxes — they’re buying confidence. Every conversation, every proposal needs to ooze reliability.”
- Sell Outcomes, Not Processes
Instead of compliance-heavy documentation, private clients want to hear:
- How you’ll improve client wellbeing
- How you’ll reduce family stress
- How you ensure continuity of carers
Use emotional intelligence in your proposals — stories sell in the private sector.
What About Hybrid Providers?
Many successful homecare companies play in both fields — using public sector work for stability and private sector clients for higher margins.
The key is adjusting your internal systems to handle both:
- Compliance-led bidsfor councils/NHS
- Sales-led proposalsfor private clients
Having separate “tracks” inside your business (e.g., a dedicated private client lead) often makes the difference.
Common Pitfalls to Avoid
- Copy-pasting bids across sectors:Public and private audiences want different things.
- Underestimating private sector expectations:“Premium” clients expect outstanding service immediately.
- Ignoring compliance in private bids:Even if not asked, demonstrating safeguarding, insurance, and CQC compliance reassures private buyers too.
Big Sister’s Advice: Build Dual Strength
At Bid to Win: Homecare Edition, our recommendation is simple:
“Be public sector compliant. Be private sector compelling.”
Master both styles, and you’ll futureproof your growth — no matter how the market shifts.
Especially in a world where:
- Council budgets are under pressure
- Private demand (e.g., self-funders) is growing fast
- Integrated care systems are experimenting with new hybrid commissioning models
Being agile across both sectors isn’t just smart — it’s essential.
Final Thoughts: Choose Your Growth Path Wisely
Public sector? Private sector? Both?
There’s no single “right” answer — it depends on your goals, your capacity, and your risk appetite.
But whatever path you choose, success starts with:
- Clear understanding of the differences
- Tailored bidding strategies
- A proactive, prepared team
At Big Sister, we’ve been in your shoes. We’ve helped solo founders, growing franchises, and national brands build winning bid strategies across both worlds — and we’d love to help you too.
Ready to bid smarter and win bigger?
Contact Big Sister today for tailored support with public sector tendering, private proposals, or hybrid growth planning.
Bid to Win: Homecare Edition — Helping You Succeed, Contract After Contract.
