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From Denise's Desk: Healthcare Observances offer Referral Opportunities

March 30th is National Doctor's Day - a day set aside to recognize and show appreciation for the people and the profession -- and for the savvy marketing person, it's an ideal time to make a connection and a positive impression with a key referral source.

Hopefully your agency has already recognized how important it is to have an active and ongoing program for maintaining top-of-mind awareness with your referral sources. In an ongoing program, we encourage our home care and hospice clients to create branded content with a consistent image and an emphasis on education. (We recommend a minimum of one strategic contact per month for "A" and even "B" list accounts.)

However, National Doctor's Day provides a terrific opportunity to kick your effort up a notch and make your agency stand apart from the crowd. It's a time when you can make a shift from education to appreciation. And, chances are, you won't be competing against other home care or hospice agencies for the physician's attention.

This year we've created Doctor's Day greeting cards with a customized magnet (to ensure a longer shelf life). These cards/magnets are available to order by calling Joe Estok at 866-802-9481. And, we're including a customized print ad for use in your local papers and/or magazines when you place an order of 50 or more cards.

Many of our clients are delivering their cards to "A" clients along with the always popular cookie tray. Others are going to be mailing them to their entire list of referral physicians as a way to break through the gatekeeper. Regardless of which tactic you take, taking the time to make a "non-selling" contact with this important target audience will go a long way toward positioning your agency as a preferred partner.