Targeted Referral Marketing in Home Healthcare

1. Targeted Referral Marketing in Home Healthcare Presented by Jack Evans Global Media Marketing www.HMEducation.comwww.retailhomecare.com

2. Target Referral Sources • Make a list of all current physician referral sources. • Make a list of all other healthcare professionals who refer patients to you. • Categorize this list by specialty area or disease state.

3. Target Referral Sources (cont.) • Create an “A” list of referral sources within a 3 to 5 mile radius of your location who refer over half of your patients. Visit these monthly. • Create a “B” list of potential referral sources within this area who do not currently refer patients. Visit them monthly for 2-3 times to see if you will begin to get their patients.

4. Steps for Referral Marketing • Call Referral Source to introduce yourself and explain that literature will be mailed. • Mail literature with a cover letter outlining what you can do for them. • Call back one week later to verify that the letter was received and set up an appointment.

5. Cover Letter Dear Healthcare Provider, Welcome to Family Home Health Care. We offer a complete selection of home medical equipment and supplies. But service is our real niche. All of us at Family HHC are professionals who are dedicated to providing you with the home health care answers and information you need. We have the largest showroom in the Los Angeles, featuring the most comprehensive selection of equipment and supplies for virtually any home treatment or rehabilitation program prescribed for our customers. And we pride ourselves on being specialists in medical equipment for the home. Family Home Health Care is recognized for achieving the highest level of care that exceeds all State and Federal regulations, having been awarded accreditation with commendation. Rentals. Sales. Repairs. Patient Education. Product training. These are the services we provide beyond the sales of home healthcare products. We have been meeting the home healthcare needs of our community since 1983, and our pledge is to continue doing so each and every day. Please don’t hesitate to call us whenever you have a question or need concerning home healthcare.

6. Steps for Referral Marketing (cont.) • Learn as much as possible from your contact or online about this referral source. • Meet with referral source to present your HHC offering and learn about their home healthcare needs. • Mail a thank-you note for meeting with you.

7. Marketing to New Referral Sources • First Visit: Present your business card and brochure specific to their patient base. Question and learn about their patient’s home healthcare needs. • Second Visit: Present a catalog or sales folder. Demonstrate your complete product and service offering. Set-up an inservice in their requested area.

8. Marketing to New Referral Sources (cont.) • Third Visit: Present an inservice with the respective vendor rep and include breakfast or lunch. • Remember to send thank-you cards after each visit! • Call your contact at the end of every month to find out how their patients like your program/ products/services.

9. Marketing to Current Referral Sources • Offer inservices on new products and services that are needed by their respective patients. • Bring “experts” such as your HME vendor reps to conduct these product trainings. • Bring breakfast or lunch, depending upon the time of day.

10. Marketing to Current Referral Sources (cont.) • Try to schedule monthly inservices for your key referral sources. • Mail monthly. • Call monthly.

11. Fliers Brochures Sales Folders Catalogs Videos Sample Program In-Services Seminars Direct Mail Open Houses Disease Management Programs Marketing Tools for New Referral Sources Does your vendor coop program include these?!?

12. Creating Sales Tools • Request new product information from vendors, trade magazines and distributors. • Catalog literature by disease state. • Copy onto your own masthead. • Take copies of all information on one specific topic/disease state whenever you call on a referral source. • Become a home healthcare resource for your referral sources.

15. Sales Presentation Folder –Left Side

16. Sales Presentation Folder (Right Side w/tiered sheets) Mobility Products Homecare Bedroom Bathroom Safety Compression Therapy Respiratory Therapy Home Diagnostics Our Service

17. Tiered Sheets

18. Monthly Mailing Program 3-month rotational basis program: • Generic Literature • Product Literature • Product at a Price

19. Monthly Mailing Program (cont.) • Coordinate with distributor/ manufacturer promotions • Include a personal note or business card • Call the following week to see if they have any questions.

20. Open Houses • Focus on a category and/or disesase state. • Plan a luncheon or after-work wine-and-cheese. • Invite vendors to display and demonstrate their products. Charge them for tables to defer food cost. • Offer raffle and door prizes.

21. Open Houses (cont.) • Invite a local hospital/medical/ insurance executive to present a brief keynote talk. • Send formal VIP invitations with RSVP cards. Call to follow-up. • Invite local newspapers. • Invite a radio station to broadcast live.

22. Open House Flier

23. Primary HHC Disease Management Programs • Asthma • Cancer • Congestive Heart Failure • COPD • Diabetes • High-risk Pregnancy • Hypertension • Obesity • Sleep Apnea

24. HHC Disease Management Program Outline • Patient diagnosis by disease state • Patient evaluation (intake & assessment) • Treatment plan • Patient education • Medication compliance • Related HME • Self-management plan • Referral source education • S.O.A.P Analysis • Monthly monitoring & utilization review • Quarterly evaluation and report to referral source

25. Interrelated Components Education Medication Rehab Post-acute care Self management Overall Goals Improved Quality of Life Fewer hospital and ER admissions Fewer unplanned physician visits Greater independence Positive Outcomes

26. Diabetes Program Outline • Identify the Diabetic Patient • Patient Evaluation • Evaluate Drug Therapy • Prescriptions • OTC’s • HME (Leg Health) • Referral Source Loop • Diabetic Educator • National/Local Associations

27. Diabetes Program Outline • Patient Education • Glucose Control • Blood Testing • Foot & Leg Health • Blood Pressure Monitoring • Written Self-Management Plan • Monitor & Evaluate Treatment Plan

28. Basic Training 101 Blood Glucose Control • How to obtain a blood sample • How to test a blood sample with a blood glucose meter • How to record the test results • How to maintain quality assurance with control tests • How to care and maintain the glucose meter • How to store and use test strips

29. Diabetes Standards of Care • American Diabetes Association (ADA)www.diabetes.org • American Association of Diabetes Educators (AADE)www.aadenet.org • National Institute of Diabetes & Digestive & Kidney Diseases (NIDDK)www.niddk.nih.gov • National Diabetes Education Program (NDEP)www.ndep.nih.gov

30. ADA’s “Link!” for Health Care Professionals "Make the Link! Diabetes, Heart Disease and Stroke" Program • Health care providers talk to their patients about the link between diabetes, heart disease and stroke. • 68% of people with diabetes do not consider cardiovascular disease to be a serious complication of diabetes. • 60% of people with diabetes surveyed do not feel at risk for either high blood pressure or cholesterol problems.

31. ADA’s “Link!” Educational Materials Diabetes & Cardiovascular Disease Review • Issue 1: Redefining Diabetes Control • Issue 2: Hypertension in Diabetes • Issue 3: Diabetic Dyslipidemia • Issue 4: Nutrition, Diabetes and CVD • Issue 5: Coronary Heart Disease in Women with Diabetes • Issue 6: Peripheral Arterial Disease in Diabetes • Issue 7: Promoting Weight Loss in Patients with Type 2 Diabetes: Importance and Strategies • Issue 8: Prescribing Physical Activity for the Management of Cardiovascular Disease and Diabeteswww.diabetes.org

35. Other Titles: • High & Low Glucose Levels • Physical Activities & Diabetes • Healthy Eating & Diabetes • Medications & Diabetes • (www.homediagnostics.com)

36. Courtesy Molina Healthcare, Albuquerque, NM

39. Core Products Control Supplies (Insulin, lancets, syringes, test strips and glucose) Blood Glucose Meters Related Products Blood Pressure Monitors Shoes, Socks & Foot Care Compression Stockings Skin Care Oral & Eye Care Sugar/Alcohol-Free Foods, OTC’s & Vitamins & Minerals Identification Products Pressure Management Surfaces & Seating Erection Aids Diabetes Category

40. Referral Sources for Diabetic Care • Physician • Diabetic Educator • Podiatrist • Endocrinologist • Dietician • Retinal Specialist

41. Outside Salesperson’s Responsibilities • Call on local referral sources and document these sales calls. • Attend local meetings of healthcare professionals. • Inservice and train referral sources on available HHC products/services. • Assist in insurance coverage decisions.

42. Conducting Inservices • Educate and inform first, then sell • Demonstrate how to care for patients at home • Bring food or imprinted give-aways

43. Sales Contact Record • Maintain records of every contact, call and visit to maintain continuity. • Use automated programs such as Goldmine or Act. • For manual records, chart date of call/visit, contact person, product/ service discussed, requested action, date of follow-up and action taken.

44. Sales Contact Record – TopReferral Name:Address: Telephone:Fax: email:Key Contacts & Titles:

45. Sales Contact Record – Bottom

46. Case Managers & Discharge Planners • Refer to the sales rep, not the Company • Depend upon the person, not the company (value personal relationships) • HME salesperson is the Point Person to oversee patient from hospital to home • Count on Reliability and Accessibility • Know they can have HME waiting at patients home when discharged • If not possible, know they can reach HME rep at all times so rep, not them, can resolve any problems

47. Overall need: Tell us how to better care for patient at home. Tell us what new HME is available to better care for patients. Tell us what we should recommend to patients for their respective medical conditions. Needs at discharge: Qualify patient Order equipment Deliver equipment to home Educate patient on equipment usage Case Managers & Discharge Planners (cont.)

48. Long-term Care (LTC) Facilities • Nursing homes (SNF’s) • Rehab facilities • Board-and care facilities • Assisted living centers • Retirement communities

49. HHC Market Qualifier

50. LTC’s (cont.) Questions to ask: • Who is Administrator? • Who is Supervising Nurse? • Is purchasing local, regional or national? • Who pays for products? • Who is weekend supervisor?