Referral Marketing Strategies

February 12th, 2020

© Trella Health. All rights reserved. Confidential and proprietary. Not for distribution except to authorized persons.

© Trella Health. All rights reserved. Confidential and proprietary. Not for distribution except to authorized persons.

Trella Health provides post-acute business development leaders

with the most complete picture of care activity

in their service areas so they can explore new

opportunities for growth. Teresa Buglione,

Director of Services

Today’s Presenter

In this Presentation

• Using Data Inputs for Referral Targeting

• Best Target Types

• How to Personalize Your Message

Incorporate Market Data into Sales Strategy• Market data is typically compiled from Medicare claims data • Medicare data points are comprehensive and reliable

• The data provides insight into a variety of different types of referral sources within a service area:

§ Patient population serviced§ Demographics of those treated§ Number of referrals to home health§ Readmission rate§ Length of stay

© Trella Health, All rights reserved. Confidential and proprietary. Not for distribution except to authorized persons.

Things to Consider

• What provider referral sources are in our service area?• Are we missing any untapped provider resources?

• Are we targeting the right referral sources with the highest potential to refer to us?

• Could our established referral sources send us referrals?

• Do our current partners know of all the services we provided?• What other agencies are our current referral sources referring to?• How is that impacting our growth?

© Trella Health. All rights reserved. Confidential and proprietary. Not for distribution except to authorized persons.

Targeting High Volume Service Providers

• More potential for patients that require Home Health services– Those that refer to Home Health and follow those patients

§ Understand the value of Home Health services

• Market Data can uncover patterns– Who do they refer to?

§ They may have a favorite agency that they tend to use§ Some may refer to multiple agencies

• Are you a preferred provider?– What diagnosis do they refer out?

§ Providers that treat many diagnoses but only refer one type of diagnosis may benefit from understanding what services you provide and what other types of patients can benefit from Home Health services

Targeting Under-Utilizing Providers

• Have high volume of patients and low utilization of Home Health services– Can benefit from assistance in understanding the value

home health services can provide to their other patients.§ Home health care can play an important role in follow-up

treatment and chronic care management

• Opportunity to partner with provider and become his/her preferred provider– Opportunity to promote who we are as an agency

Personalize Your Message• Share data to show how you are the better choice

§ Readmission Rates§ ALOS§ Number of nurse, therapy visits

• Showcase who you are and what services you offer § Wound care§ Patient and caregiver education§ Intravenous and nutrition therapy§ Injections

• Community Resources§ Life Alert/ Medic Alert§ Meals on Wheels § Private Duty

High Volume Providers

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Physicians who have high 3 month and high following counts are committed to Home Health Care. They are willing to certify and follow patients through care.

Low Utilization Providers

Physicians who have high 3 month and low following counts are missing opportunities to encourage Home Health appropriate patients to seek home health.

Personalize Your Message

Pull out key metrics to use in presentations, marketing slicks, or as a leave-behind.

Questions?

© Trella Health. All rights reserved. Confidential and proprietary. Not for distribution except to authorized persons.13

Thank You

© Trella Health. All rights reserved. Confidential and proprietary. Not for distribution except to authorized persons.14