5 Referral Marketing Tips - How to Grow Your Home Healthcare Business through Networking
Growing your business through doctors’ referrals can help generate a constant stream of high-quality leads and clients. After all, it’s doctors who see your clients prior to their decision of investing in a home healthcare solution. It’s doctors who advise your clients of the care they need to take for their specific ailments and challenges. These doctors, if you are on good terms with them, can help introduce you to patients who are in need of your care. However, referral marketing can be tricky. That’s why we’ve put together seven tips to help grow your business through networking with doctors.
Before we delve into referral marketing tips, here’s a fact that can convince you of the necessity for referral marketing. According to the Home Healthcare Benchmarking study, here’s a list of the top referrers to home healthcare agencies.
- Hospital discharge planners
- Skilled nursing facilities
- Assisted living facilities
- State Medicaid waiver programs
- Case managers
- Rehabilitation hospitals
Start acquainting yourself with the above agents to build an effective referral network.
1. Create a list of professionals to engage
You begin this process by brainstorming. Make an exhaustive list of potential prospects for your referrer list. Who in your area would be likely to refer customers to you? Apart from the types of people listed above, you could also consider other sources within your community such as senior centres, clubs, churches, and NGOs that work with elderly individuals. You could also list care managers, financial advisers, the local Medicaid centre, and other such organizations that regularly come in contact with elders. Try and identify these leads’ contact details – LinkedIn profiles and if possible, phone numbers so you can contact them when ready.
2. Connect with professionals personally
Once you have a long list of possibilities, you can create a plan to reach out to prospects. Ideally, you should consider reaching out to the warmest prospects first. Instead of destroying your chance with everyone, you could experiment with a small group of people and apply the learnings to the subsequent group that you contact. Also, remember that quality is key when building relationships. It is better to build a strong relationship with your family physician than to build weak ones with ten other random physicians. You could contact people through LinkedIn and email, but it’s essential to meet people personally as well.
3. Initiate mutually-beneficial partnerships
For referral marketing to work, you have to give as good as you get. It’s known that anybody who’s giving you referrals would appreciate your referrals in return. People are much more likely to stay on good terms with you over a long period of time if you are also helping them grow their business. It’s as Zig Ziglar once said, “You can get everything in life you want if you just help enough other people get what they want.” Understand the problems that your referrers are trying to solve, and figure out what part you can play in designing solutions to them.
4. Stay in touch regularly
Once you have initiated contact, it’s critical to stay in touch on a regular basis. Try and send emails to your referrers once a week. Send them useful information – industry updates that they may have missed or may not have come across. Small acts of assistance can go a long way in relationship building. If your city doesn’t already have a healthcare service provider club, create one. Your weekly or monthly get-togethers can prove an invaluable source of leads and ideas. You could also identify potential solutions to the problems that you are solving by collaborating with people in your industry on a regular basis.
5. Collaborate on content
Content marketing is steadily but surely becoming an indispensable part of any business’ presence. The challenge when it comes to content marketing is that it takes quite a bit of time investment. However, you can reduce the burden of managing content by collaborating with relevant parties for content creation. You could engage care managers, nursing centres, and assisted living centres in the creation of content that is useful to elderly patients. Organize webinars, create eBooks and social media content that shares useful tips and information, such as the cost of home healthcare, with your collective target audience.
Referral marketing is a surefire way to generate high-potential leads for your home healthcare business. This post offers tips on how you can create a reliable network of referrers for your home healthcare business.