Closed hospital systems are one of the best referral sources but also some of the most difficult ones to get into. Here are some effective home health marketing ideas to ensure that your home care agency secures referrals from hospital systems.
Closed hospital systems are one of the best referral sources but also some of the most difficult ones to get into. Due to the high volume of patients in hospitals, everyone including home care agencies, assisted living, medical device sales, hospice care companies, and skilled nursing facilities are trying to get in and access this vast resource of referrals.
Described here are some effective home health marketing ideas to ensure that your home care agency secures referrals from hospital systems. Let’s take a look:
#1: Address individual physicians.
The referral process for home-care has turned more complex because of the changing role of physicians. Hence, the focus of your home health marketing sales needs to change. The primary care physicians of your target market still hold importance for community-based referrals and in some cases may even influence facility-based referrals. As a result, the home care agencies need to re-assess their offerings in order to capture more office-based referrals. The ability of these agencies to generate physician referrals also varies significantly with each market. Hence, it would be wise to observe your local target markets closely and then develop a strategy for building the physician referrals.
#2: Approach medical specialists.
These are another group of physicians you might want to consider for getting referrals. They play a lead role in patient care in order to monitor their patients’ chronic conditions. They may be invested in the choice of home care agency or hospice care when your agency has specific programs or pathways for diagnoses.
#3: Make the most of existing contacts.
Having contacts with even one or two social workers, case managers or discharge planners within a hospital can help you get referrals. So leverage such existing contacts. If they trust and love your agency they are more likely to refer you. You can ask them “Who would they suggest you also contact in the hospital” or ask for a referral to a colleague or another department/ floor.