Marketing Home Health and Hospice Services

Topics: Strategy, Performance Improvement, Post-Acute Care, Service Lines, Referral Management, Physician Issues, Care Coordination, Methodologies, Consumer Marketing, Marketing, Physician Marketing

The Importance of Engaging Referrers

As Medicare and commercial payers implement new reimbursement models—like readmissions penalties and value-based payments—provider organizations are closely following patients’ progress after discharge from the hospital.

With the ability to manage post-discharge care and patients’ chronic conditions in a less costly setting, post-acute providers can lower the cost of care and improve patients’ end-of-life experiences. However, many clinicians still do not recognize the value of post-acute services.

To engage referrers, progressive home health and hospice agencies are building personal relationships through:

  • Clinically versed personnel
  • Organizing services around clinical specialties
  • Tracking referral and clinical quality data through customer relationship management (CRM) software

This brief profiles these and other marketing strategies used by four leading home health and hospice agencies.

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