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CSI Private Duty: Profiling your Referral Sources

CSI Private Duty: Profiling your Referral Sources. By: Neil Rotter, MSG, MSW Vice-President of Marketing Accredited Nursing Care Woodland Hills, CA. The Types of Crime. Not getting your share of referrals Promotional Items Getting out-marketed by the competition

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CSI Private Duty: Profiling your Referral Sources

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  1. CSI Private Duty: Profiling your Referral Sources By: Neil Rotter, MSG, MSW Vice-President of Marketing Accredited Nursing Care Woodland Hills, CA

  2. The Types of Crime • Not getting your share of referrals • Promotional Items • Getting out-marketed by the competition • Over-marketing to contacts with little or no referral potential • Having the exact same conversation with a referral source • Relying on marketers who have no marketing experience/training

  3. Arriving to the scene of the crime • When done right, crime scene analysis is; Slow Methodical Systematic Orderly Having a method or game plan protects against a ransacked crime scene It’s important to remember communication and team work are the hallmarks of solving the crime

  4. Solving the Crime • The fundamentals of the scene • The approach to the scene • Collection techniques and Documentation methods at the scene • Briefing & critique

  5. The fundamentals of the scene • Observe “Do you have a couple of minutes to speak with me” • Look for opportunities • Analysis Interactions “What interorganizational departments do they frequently work with”

  6. The approach to the scene • Interviewing & Collecting Clues “What is their role in the organization” “What are their specific duties” “Who do they report to” “What outside agencies do they work with” “Are they a decision make in terms of referrals” “How long have they been in this role” “What roles have they held previously” “Who do they serve” “Describe their typical patient” “Who do they currently refer to” “Are they given autonomy to make referrals or are their mandates”

  7. The approach to the scene (cont’d) “What is the basis for deciding which agency to use” “What problems have they had when making referrals” – Motivation for crime “How can our company get your referrals now and for the future” “What marketing materials do they utilize” “Who can they refer us to” “Are they aware and able to utilize all of our service lines” “What special programs or services could we develop for them” “Have they ever used our agency?” “What is their feedback” “How do we get direct exposure to patients/families” “How often should we follow up with visits, phone calls, etc” “What times are best to contact them”

  8. Collection & Documentation • Good investigators know the crime is not solved after the first interrogation. The first provides information and leads that will help with the second. The second guides the third, and so on and so on. Eventually, the crime is solved. • Every little detail is important • Storyboarding/Timelines/Maps

  9. Briefing & Critique • Putting all the clues together – The Review Process • Tips for cracking the case – How do the clues tie-in • Lessons learned

  10. The Next Steps • Harder cases to crack • Unsolved mysteries

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