Once an introduction has been made, these are the ongoing sales calls that home care marketers can use to grow their relationships:
Weekly “Drop-Ins”
Usually done once a week with high value targets (like hospitals)
Approach is kind of, “I was in the neighborhood and wanted to check-in.”
Referral sources usually know that you’re just trying to stay top-of-mind
Works well with established relationships but others may think you’re being “sales-y”
“Coffee Drops”
Variation of “weekly drop-ins” with coffee/snacks as extra incentive
Works well with established relationships, but other referral sources may be skeptical
Some healthcare organizations will frown upon practice and cite “rules” that prevent them from accepting food/gifts
Legal in most U.S. states since home care is “private pay” and not Medicare-funded
Best approach is casual and matter-of-fact
Usually best done shortly after referral source/s arrive to work, and while they’re in their offices getting ready for the day
PRO-TIP! Most major coffee retailers have large jugs of coffee to-go with names like “travelers” and “totes.” They provide 10-12 cups of easy-to-carry coffee for $10-$15. Plus, the coffee stays hot, and they include cups, napkins, creamers and sweeteners!
Referral Follow-Up / Status Updates
Referral follow-up / status updates
Sales calls that update referral sources on the status of previously-referred patients/clients are the absolute best!
Most referral sources are genuinely concerned about the patient\'s condition
These visits boast the pretext of having a VBR
Follow-up/status calls can also be incorporated with weekly “coffee drops.” This is especially true for referral sources that are close relationships and refer patients regularly.
Community Announcements
Active home care marketers and sales representatives quickly become regarded as valuable sources of industry knowledge, news and gossip
Although it’s not good to be known as a “gossip” per se, effective marketers can use their unique position to curry favor with referral sources
You might picture a home care marketer as a bee that bounces from referral source to referral source pollinating the local healthcare community
Community announcements may range from news on new hospital expansions or changes in healthcare laws to the opening of a hot new restaurant.
Announcements can really can be anything, and savvy marketers adjust the content to the tastes of their referral sources
Whatever the nature of the announcement, these sales calls amount to VBRs and are viewed as being far more genuine than simply stopping-in to say “hi.”
Company Announcements
Updates that relate to one’s own organization usually don’t care the same weight as community announcements
Exceptions are when they relate to things that directly impact a referral source or her patients
Examples of informative company announcements include: changes in rates, new policies that are favorable to clients/patients, the opening of a new office to better serve the referral source’s community, an open-house event or a community activity being hosted by the agency.
Whatever the company announcement, it shouldn’t come across as too self-promoting or arrogant. Home care marketers sometimes struggle to find the balance, but there is an art to the “humble-brag.”
Announcing changes in home care landscape / laws
Many laws and regulations affect organizations across the entire healthcare ecosystem
Updates on labor laws, insurance requirements and emerging health technology solutions can be beneficial to referral sources and provide real VBRs for visits.
News that specifically affects caregivers and nurses is particularly relevant and helps you present yourself as a “subject matter expert” (SME) within the field
Referral sources prefer to refer patients to home care partners that are trusted and knowledgeable.
Sharing of Generally-Beneficial Education/Information
These updates are similar to announcing changes in the home care landscape and laws. However, they’re more focused on patient and community resources.
Education on resources for common diseases is usually well-received, like local Alzheimer’s support groups and available charities
“Funding Sources” are also good topics, like VA benefits and long-term care insurance policies
Discussions can vary, but marketers should add weight to their messaging by incorporating print materials like fliers, news articles and other handouts