Targeting the many different healthcare professionals that work with patients each day is a major component in the marketing plans of all successful home care companies. It is essential that home care providers maintain an updated list of referral sources as well as keep track of marketing activities that result in referrals. It is also important for home care providers to identify and nurture their best referral sources. In order to maximize the outcome of these activities, here are few helpful tips.

Use a system that will allow you to collect and update items such as a referral source’s full name and what they like to be called along with their job title and department they work in. You should also include the hours they normally work as well as where you can typically find them during the day. Other important items to note include a full mailing address, telephone number, and email address. Finally, include anything that can help you in building or maintaining a relationship, like special interests, birthdays, pets, etc.

As you begin to market to referral sources, use a marketing activity sheet to document visits. Remember to add details regarding the marketing support material you utilized and the message you communicated during your visits. When you finally obtain referrals from the people you market to, ask them what prompted them to refer to you so you can tie that back into your activities. This will allow you the opportunity to see what types of marketing messages or vehicles work best to get referrals.

According to David Caesar, who is the Vice President of Franchise Development with Always Best Care Senior Services, closing the loop on your referral marketing activities can go a long way in generating future referrals from identified sources. Caesar goes on to say that a simple way to gain additional referrals is to take the time to thank sources for sending clients to you. Something as simple as a handwritten note or a dessert provided to employees or even a senior community’s residents will separate you from your competitors.

As a home care provider works to build relationships in their market, it is important to understand that utilizing internal resources can also help. Examples include publishing articles in internal or community newsletters or compiling and distributing industry related press releases or human interest stories. Care Coordinators at Always Best Care include coordinating activities such as working with the Alzheimer’s Association, the American Cancer Society, or the Leukemia & Lymphoma Society as a regular part of their outreach activities and marketing plans.

Finally, working with the Human Resource Department can assist in a number ways as well, such as making your company a part of new employee orientation or training. Offering special discounts on your services to employees or through paycheck stuffers can keep you top of mind within your referral source’s place of business. Remembering to implement a few or all of these activities can help you gain referrals for your home care business and ultimately send you on the path of realizing increased revenues.