Discharge Planners: Your Key Referrers
Make their life easier!
These elder care professionals are key referral sources for your company. And they are very busy.
With your Internet tools, you can save them time and energy. Your account manager can visit bearing gifts, and it won’t be pens and coffee cups. These online resources are much more useful, and they will last a lot longer. What’s not to love about that?
Build name recognition and brand loyalty by offering your referrers convenient online reference materials they can bookmark and return to again and again. Plus, any pages they print out for a client will include your name and logo, helping to spread the word about you and your services.
Reach them through the “back door” of education. You can present the softer side of your business by promoting your online resources separately from your commercial services. Your referrers, for instance, are more likely to go repeatedly to your online educational offerings than they are to go to the direct marketing vehicle of your company website. And they are more likely to promote these resources to their family caregiving clients.
Find out more about ways you can leverage the Internet for:
Our “e-library” at seriousillness.org is full of useful, bookmarkable resources. Who knows, your referrers just might make it their browser’s home page!
- On-demand community referral information. No more searching for the local senior resource guide! With your online directory of community programs, this vital information is simply a mouse click away. Promote the site to social workers with a suggestion they bookmark the page. It’s so convenient, they will return to your resource daily, even printing out pages for clients. Every page they see and print has your name and logo on it, helping spread the word about you and your services!
- On-demand educational articles. With our emphasis on serious illness rather than on the “H-word” (hospice), your referrers can feel comfortable printing out your materials and passing them on to families in need. Topics include issues of importance to families, such as pain management, feelings of hopelessness, how to talk about advance directives, or simply concern that Dad won’t eat.
- Secure, online referral forms. It’s the easiest hospice to work with that often gets the referral. It doesn’t get much easier than “bookmark this site.” No more being put on hold on the phone or waiting at the fax machine. If you are marketing to discharge planners and social workers, they will be glad to learn they can simply point and click to get you the referral.
- Links to online resources for professional development. Take advantage of our research background. We scan the Internet and provide links to online resources of interest to social workers, including self-study continuing education, offerings on cultural and spiritual competence, and periodic summaries of the caregiving literature. Position yourselves as the evidence-based organization and encourage your referrers to bookmark the page.
- A monthly e-newsletter for family caregivers. Offer a free subscription as a gift to your valued referrers. This publication features three topical articles each month and any local information you care to add (perhaps you have a speaking engagement coming up, a fund-raiser, or a great human interest story to share). Your referrers can forward the e-newsletter to clients, who can then subscribe on their own. Or, the referrer might choose to print out an article and pass it out as a hard copy. In either case, the e-newsletter is a great way to give your community timely resources while also promoting your own company objectives.
- Brochures to give their patients. Although they might be hesitant to give families your company’s advertising brochure, social workers and discharge planners will be happy to give any elder care family a brochure about a free, online educational resource. Help them help you spread the word.
Home Care Marketing
In addition to discharge planners and social workers, consider networking with trusted family advisors. Stephen Tweed, of Leading Home Care, conducted a study of the average weekly revenue generated from a variety of referral sources. For instance, referals from advisors such as elder law attorneys, bank trust officers and financial planners yielded twice the weekly income of those referrals that came from hospitals. Because they work with generally wealthier clients, there is a better match for your non-Medicare reimbursed services.
Whether you are marketing a geriatric care management practice, or private duty home care, or both, you need a way to distinguish yourself from the competition.
- A monthly e-newsletter for family caregivers. Give these family advisors a free subscription as a gift. This publication has three topical articles they can pass on to clients and any local information you care to add (perhaps you have a community presentation coming up, or a great human interest story to share). With e-marketing, you can put your brand in their inbox once a month. Plus you can use the articles for face to face meetings. What better way to start a networking visit than to point out a current article and how it can be of assistance when working with their clients?
- Online directory of community programs. No more do they have to hunt down their print directory. Now access to local service information is only a click away. We provide 37 categories with links to national resources for a wide variety of services, such as support groups, transportation, etc. Using our simple content management system, you enter your local resources, making this a robust, bookmarkable page your referrers will return to again and again.
- Brochures. You can promote your online offerings quite independently from your commercial services. In fact, you will get more traction if you do. Discharge planners are far more willing to include a brochure about an online family caregiver resource in their discharge packets than they are to include a brochure about your company. And trusted advisors will appreciate the goodwill and boost to their reputations as “in-the-know” resource people when they steer their clients to your free, online materials.
Assisted Living Marketing
Stack the deck in your favor by demonstrating your commitment to family caregivers and your support of the professionals who help them.
- A monthly e-newsletter for family caregivers. Offer a free subscription as a gift to your valued referrers. This publication has three topical articles they can pass on to clients and any local information you care to add (perhaps you have a public event coming up, or a great human interest story to share). The e-newsletter is a wonderful way to give the people in your local service area timely resources while also promoting your own company objectives.
- Links to request more information or schedule a tour. A key advantage of the Internet is the ability for viewers to contact you online. Don’t miss this opportunity! Your referrers can use this feature to have information sent to a client. As a side benefit, you collect names and email addresses for sending out your next e-newsletter. This is an extremely cost-effective way to stay regularly connected to your leads without having to call or write.
- Brochures. You can promote your online offerings quite independently from your commercial services. In fact, you will get more traction if you do. Discharge planners are far more willing to include a brochure about an online family caregiver resource in the discharge packet than they are to include a brochure about your company.
Don’t miss this opportunity to distinguish your brand and build brand loyalty. You receive an area exclusive. None of your competitors can license our resource.
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