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From Denise's Desk: Plan Now for More Referrals in 2008

As you count down the final months to year-end, chances are you're also putting thought (and maybe even pen) to your 2008 marketing plans. Whether preparing a formal marketing plan is part of your organization's process or not, setting aside time now to outline your agency's goals (both long term and short term) and identifying the steps and timing that will help you reach them will help ensure a more successful effort. For the hospice and home care agency a major emphasis within your marketing plan should be a strategy for referral relations.

Creating a marketing and referral relations plan doesn't have to be complicated. It's simply a matter of identifying who you intend to target and then defining how you will make contact with them. As a rule of thumb, a target should be "touched" whether by phone, in person, by mail, email, direct mail or newsletter a minimum of 12 to 14 times per year. I've listed below a few ideas that we have developed for our clients for reaching out and making a referral-winning impression:

1. Newsletters - A bi-monthly newsletter is a terrific way to make six of your contacts. Newsletters, particularly when focused on education, are a non-threatening way to get your name and message in front of the masses. If you don't yet have a company newsletter, make this the year that you start one.
2. Calendars - Calendars make an ideal thank you gift to distribute to your referral sources. When focused and targeted, these can ensure that your name, logo and information remain on their office wall all year long. As an example of an excellent marketing tool, take a look at our 2008 (13-month starting in December 2007) wall calendars for home care and hospice.
3. Candy Jars - An investment in candy jars with your agency's logo are a great way to begin a relationship and, because the candy jar will need to be refilled periodically, they can be your reason to return.
4. Healthcare Observances - If you've been receiving our emails for a while, you're aware of the many opportunities there are for bonding with your referral sources throughout the year. Whatever you do, take time to make an extra special effort on Doctor's Day (March 30th) and National Nurses' Week in May.
5. Disease Specific Observances - Keying in on specific monthly disease observances such as National Heart Month or COPD awareness month by creating and distributing consumer education flyers is a great way to partner with your referral sources. Chances are, if the flyers are non-selling and educational in nature, you will have referral sources willing to help you distribute them in their offices.