News > Headlines


From Denise's Desk: Partnership Positioning with Referral Sources

Last week I wrote about the importance of remembering the key influencer segment. This week, we'll explore an example of a field-tested marketing solution that has been a success for many of our home health and hospice clients.

Specifically, it's an educational handout that we have developed into quarterly campaigns that our clients can use for fostering relationships with key influencers as well as front-line referral sources (physicians, discharge planners, case managers, etc.). These educational handouts are a single-sheet, 8.5" x 11", typically four-color, customized for the agency and designed for distribution direct to the end-user. Most importantly, they are extremely cost-effective vehicles that position your company as a health-education resource.

Applicable for both home health and hospice agencies, we suggest that the handouts be delivered in bulk quantities to physician offices, ALFs, Senior Centers, etc., so that they can distribute them as a value-added service to their patients. However, the real boost to this educational campaign - the magic ingredient that gets you past the gatekeeper and into top-of-mind awareness with the referral source - is the matching promotional item that serves as an excellent gift.

This month's campaign includes professionally designed educational handouts on the importance of Hydration, for distribution to the consumer/patient, and a companion sport water bottle bearing your agency's logo, for the referral source. These items are a terrific way to keep your agency at the top of the referral list. And, committing to a quarterly or bi-monthly campaign will keep your agency on the list all year long.

Be on the lookout for additional campaigns in the months to come! Or to learn more about how these educational campaigns can earn more referrals for your agency, contact Joe Estok at 866-695-9707.