Building relationships with discharge planners, social workers, and healthcare professionals takes effort, time, and consistency. These referral sources are major contributors to the growth of your home care agency. But, what happens when one of your key employees leaves and takes those valuable connections with them?
This situation, known as poaching of your referral sources, can disrupt your referral network and hurt your agency’s sustainable growth. In the home care industry, where trust and relationships matter, losing referral sources to a competitor can be devastating.
However, the good thing is that it can be prevented. With the right strategies, you can protect your referral network, strengthen your agency’s position, and prevent former employees from taking business away from you.
Now, let’s walk through the best practices to secure your referral sources and safeguard your agency’s growth.
Poaching of your referral sources happens more often than most agency owners realize. Marketing and business development employees often build personal relationships with discharge planners, case managers, and other referral partners.
Over time, these referral sources associate your agency with that individual rather than the agency as a whole. So, when that employee leaves (especially if they join a competing agency), referral sources may follow.
The thing is it is not just about losing one or two referrals. It’s about losing consistent business, disrupting your growth, and giving your competition a significant advantage. And if you’re not prepared, it can take months to recover(if at all).
But this doesn’t have to be your reality. You can prevent it with a proactive approach.
Never let one employee be the only point of contact for your referral sources. Referral partners should view your agency as a reliable team, not just a familiar face.
Here’s how to spread relationship management across your agency:
Rotate Contact Points: Assign multiple team members to engage with referral sources at different times. Even if one employee is the primary contact, others should step in periodically.
Introduce Leadership: As the owner or manager, make it a point to meet with key referral sources. Reinforce that your agency’s commitment extends beyond any single employee.
Host Group Meetings: Organize quarterly or semi-annual meetings where multiple team members engage with referral sources. This helps build familiarity and trust across your team.
The goal is to prevent referral sources from feeling tied to one person. Instead, they should see your agency as a collective of experts who can meet their clients’ needs.
Legal protection is your best defense against losing referral sources to former employees. Non-compete and non-solicitation agreements can prevent departing employees from pursuing your referral sources and taking business with them.
But, it’s very important that these agreements are airtight and enforceable.
Be Specific: Define referral sources clearly, including discharge planners, social workers, and healthcare partners.
Set Reasonable Limits: Courts are more likely to uphold agreements that have fair timeframes and geographic restrictions. A 12- to 24-month restriction is often considered reasonable.
Consult Legal Counsel: Laws governing non-compete and non-solicitation agreements are different in each state. Work with an attorney to draft agreements that protect your agency while staying legally compliant.
Without these agreements, you’re leaving your referral network exposed. Protect what you’ve built by making it legally binding.
A referral protection plan ensures that no referral source becomes too reliant on any one employee. This plan should include:
Defined Contact Protocols: Set a schedule where different team members check in with referral sources.
Data Ownership Guidelines: Maintain a secure CRM system where all referral interactions are documented. Referral source data should be considered agency property, not personal connections.
Emergency Transition Procedures: Have a backup plan for managing referral relationships if a key employee leaves. Identify who will step in to maintain those relationships.
A referral protection plan ensures continuity and prevents abrupt disruptions. It also reinforces the message that referral sources remain connected to your agency, not individual employees.
Your marketing and business development teams need to understand the importance of protecting referral relationships. Equip them with the right mindset and skills to safeguard these connections.
Emphasize Team Collaboration: Train employees to introduce colleagues during referral source interactions; this will help promote a team-based approach.
Highlight Agency Strengths: Encourage employees to promote the agency’s reputation, not just their personal rapport. Referral sources should see value in the agency’s consistency and expertise.
Create Transition Protocols: Establish a process where outgoing employees formally hand off relationships to remaining team members.
Training your team to protect referral relationships reinforces continuity and prevents disruptions if employee turnover occurs.
Referral sources need to see that your agency’s value goes beyond any individual employee. Reinforce your agency’s expertise, reliability, and consistency to prevent them from following former employees.
Host Educational Sessions: Offer in-service training or workshops on best practices in home care. Use these sessions to highlight your agency’s depth of knowledge and commitment to quality.
Send Regular Updates: Keep referral sources informed about new services, technology upgrades, and policy changes that improve client care.
Highlight Team Collaboration: Emphasize that your agency operates as a cohesive unit, ensuring seamless service regardless of individual changes.
When referral sources recognize the strength of your agency as a whole, they’ll be less inclined to switch loyalty.
Consider formalizing your referral partnerships through referral agreements. These agreements establish a clear relationship between your agency and the referral source, reducing the risk of losing them to former employees.
Define Partnership Terms: Clarify referral expectations, communication protocols, and reporting structures.
Include Non-Circumvention Clauses: Prevent referral sources from bypassing your agency to work with former employees directly.
Consult Legal Counsel: Ensure the agreement is structured in a way that protects both parties and complies with applicable laws.
Formal referral agreements add another layer of protection, it makes it even harder for referral sources to disengage.
When an employee leaves, don’t let them walk away with sensitive information. Conduct an exit interview to:
Reinforce Legal Obligations: Remind departing employees of their non-compete and non-solicitation agreements. Make sure they understand the consequences of violating these terms.
Secure Data Access: Immediately revoke access to your CRM, client files, and referral contact lists. Protecting sensitive data prevents unauthorized use.
Monitor Future Behavior: Keep an eye on referral patterns after an employee leaves. If you notice a sudden drop in referrals, investigate to determine whether poaching is occurring.
Referral sources who feel valued are less likely to be tempted away by a departing employee. Show appreciation consistently and make them feel like integral partners.
Host Appreciation Events: Invite referral sources to networking events or annual celebrations to acknowledge their contributions.
Provide Exclusive Updates: Keep them informed about your agency’s latest services and improvements.
Send Personalized Thank-Yous: A handwritten note or a thoughtful gift can go a long way in strengthening relationships.
Loyal referral sources will think twice before shifting their support elsewhere.
Use data analytics to identify referral sources that may be at risk. High-risk sources often show signs of:
Exclusive Ties to One Employee: If a referral source only interacts with one employee, it’s a red flag.
Sudden Drops in Referrals: A decrease in referrals following an employee’s departure may indicate poaching.
Inconsistent Communication Patterns: Irregular contact or lack of engagement may signal weakening ties.
Track referral patterns closely and step in to reinforce relationships before they’re lost.
Employee turnover is inevitable. But losing referral sources doesn’t have to be. Develop a succession plan that outlines how referral relationships will be maintained during transitions.
Identify Backup Contacts: Designate team members who can step in if a primary relationship manager leaves.
Document Referral Source Preferences: Keep detailed records of referral sources’ communication preferences and expectations.
Schedule Transition Meetings: Facilitate formal introductions between referral sources and the new point of contact.
With a strong succession plan, you can manage employee turnover without risking referral relationships.
Losing referral sources to former employees isn’t just about losing business, it’s about losing trust, credibility, and momentum. But poaching of your referral sources can be prevented with a proactive, multi-layered approach.
By diversifying contact points, securing legal agreements, educating referral sources, and rewarding loyalty, you can protect your referral network from disruption. Track referral data, maintain strong communication, and prepare for transitions with a solid plan.
Protect what you’ve built and position your agency for continued growth and success.
