At our last Hospice Advisors Boot Camp in Atlanta, Bill McArdle, the Owner and CEO of Trinity Home Care and Hospice out of Texas shared a strategy on how hospices can bring greater value to home care companies and increase hospice referrals along the way.
A hospital is a “mini-city” and understanding all the subsegments that make up a hospital is critical to serving more people and growing. Each subsegment in the hospital has a unique value proposition. Clearly understanding each sub segments Value Proposition is a first-step to developing a marketing strategy.
Are there still opportunities to serve more people and grow?? I read an article by Rich Chesney who suggests that hospice is stuck in a rut. The article took an 11-year snapshot of hospice utilization, only to find that while hospice utilization was growing at the beginning of the period, that utilization seems to have plateaued. As in most industries that have reached a mature state in their development, doing things the same old way to serve more patients and grow has only gotten hospices limited growth. Add to that, increased regulatory scrutiny and pressure, and hospices are finding growth harder to come by and they become even more conservative about who they accept and keep on service. The data in Mr. Chesney’s report shows that the opportunity for growth is there. And I agree with him. The challenge is to create better ways to serve referral sources, provide a superior patient and family experience and truly understand the value propositions for each segment you are targeting and deliver.
What you will learn from relationship mapping?
There are a number of other people in the hospital who are critical to referral development. Learning how to relate to these people on value will help pave the way to the referral promise land.
Operating senior living communities can have its challenges. Ensuring the highest quality care is paramount and at the top of the list. One creative and unique way to ensure outstanding quality is to develop key strategic partnerships with all the community resources at your disposal. For senior living communities, this means putting a special focus on those relationships with home care, personal care and hospice companies, by utilizing each other’s services and leveraging those relationships for optimum care and value.
Everyone works the “middle” in the hospital. Those case managers, social workers and discharge planners. There are a number of other people in the hospital who are critical to referral development. They may never directly refer but have a tremendous influence on what hospice(s) gets a preferred status. Learning how to relate to these people on value will help pave the way to the referral promise land. But first you need to understand what relationships you have in place with these people. I call it “relationship mapping.” Below is a basic grid you can use to complete this process and instructions how to use it.
Video – The Power of Case Studies
Using Case Studies is an excellent way to communicate with your referrals sources in a professional manner.
The days of selling solely replying on “Trash and Trinkets” is over!! Such things as pens, cupcakes and candy are a thing of the past. Selling Home Care and Hospice on value is king. Understand the value proportions and being able to communicate them to referral sources is what will drive referrals…..not cupcakes.