Weekly Activities for Home Care Marketing Representatives

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I hope everyone is having a terrific summer thus far. What I love about the Healthcare Industry is how business goes during the summer months. I find that we tend to become relaxed and kick back, taking it easy for a bit. Which makes sense, especially if you have kids as they are out of school. But in this week’s episode of A Drink With The Hurricane, I’m doing to say DON’T. We have vacations for a reason, this is when you take time to recharge the battery. So use your days for that purpose. If you’re working however, you should be WORKING.

Now if you’re a full time Marketing Representative or a Home Care Business Owner who employs a (or multiple) Marketing Rep, how should I spend my time marketing in the field? This is where the importance and need of drop by visits comes in to play. After all, what are we trying to accomplish? We are trying to build a referring relationship with individuals who have the referrals to give. This is something that takes time, and so therefor we have see these folks again and again. How are we to accomplish this week after week, month after month?

Well this is a particularly debated topic from marketing company to company. Some marketing companies feel that marketing reps should see 40-50 accounts each week. I couldn’t disagree more. You want to talk about setting someone up for failure, ask them to go to this many accounts and see what happens. If you factor in drive time, office meetings, appointments, and so on, this gives you 10-20 mins to spend in each account. It’s just not enough time to be able to develop a referring relationship with someone. The visit would be quick, essentially asking for a referral and then leaving. I’ve personally recorded interviews I’ve had with social workers, and they do NOT appreciate this at all.

Here’s what I suggest you try:
Meaningful Conversations – When dropping by for a visit, don’t just ask for a referral, but get to know your contacts. People refer who they Know Like and Trust. If you only ask for referrals, you’re not developing a relationship and chances are you’re not getting the referrals you’re after!

Have a Face to Face visit with 1 person for every hour you spend marketing – If you are a Home Care Business Owner doing the marketing yourself for example, dedicate say 20 hours per week to direct referral marketing. With that 20 hours, you should have a meaningful conversation with a Key Contact with in a referral source 20x during that week. If you’re a full time Marketing Rep, working 40 hours, then do this 40x.

Plan to visit 15-20 Accounts during the week – In order to accomplish the above tip, we need to do so by seeing multiple key contacts with in a sales account. A SNF, for example, has 7 – 10 key contacts. If you’re going to take the time to drive there, make the most of it and see 3-4 of these key contacts all in one place on one visit. This is “Blanketing The Account”. It helps combat turn over, creates accountability, and helps you to ensure referrals are sent your way.
Repetition – If your accounts are well qualified (To find out about qualifying accounts, click HERE) then you need to do this again and again, week after week, month after month. Remember, it takes 8-12 visits before you start getting the referrals you’re after. That’s 2-3 months if you go weekly. The Good News, your competitors give up after 3-5.

These are part of the strategies that every coaching client of ours goes through, and you should see the referral numbers they put up! It truly is a perfect example of “Less is More”. We are trying to get individuals to trust you with their patients, and so it’s going to take time. The time we spend in front of them, the better our relationship will be and before long, you’ll be receiving the referrals you’re after.
Now if you are having trouble with this, or you have a marketing rep for your home care business but you’re not sure what they should be doing each week, then I strongly suggest you sign up for Home Care Revenue Builders now and register for the July Webinar, where I will cover EVERYTHING needed to help you hire, manage, and set up your marketing reps for long term sustained success. This essential if you wish to “Blow Away The Competition”!

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17 responses to Weekly Activities for Home Care Marketing Representatives

  1. Great advice but I'm just made of questions since I have an interview coming up. Aren't these facility employees busy though? How do you go about pulling a working person aside and getting them to give 5 or 10 minutes to a stranger (considering you're new to the facility)? Do you call ahead and schedule an appointment/announce your arrival? Do you start off by asking "can I have 5 or 10 minutes of your time?" or do you just start talking and hope it continues? Aren't reps hitting these referral sources and pulling these same people aside multiple times a day? Why would these employees drop everything and give their time to me specifically? Also, talking about "consistency" – what in the world do you talk about on your return visits? I mean on your initial visit I assume you lay everything on the table, you introduce yourself, explain what you do, explain how you can help them, learn about their facility, all that… so what's there to talk about on the 2nd visit? 3rd visit? 4th? 5th? 6th? 7th? Does a facility ever straight up ask you to stop coming?…. The whole landscape seems so foreign to me.

  2. What are referral sources. How do you reach out , what is there goal what do they want or I can help them with ? How do we get paid – Medicare ? VA ? Where is the most profit bed bath ? Home care? Wound care? Everything so vague

  3. Hands down this is the BEST video! You got to the point and so easy to understand! Thank you ☺️

  4. What type of events are successful for referrals? I don’t have a large budget and corporate won’t let me post on social media. We don’t have many health fairs this time of year in our area. I’ve marketed at nursing homes and physician offices. I live in a small town.

  5. Hello ,
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  6. I am a business owner out of Trinidad and Tobago and I have been watching your videos for the past 2 year and for your videos to be very educational informative and easy to understand keep up the good job

  7. Hello , I am new to marketing for a Skilled Nursing Facility. Do you have any keys ideas on how to more effectively get referrals? I usually visit about 4-5 medical offices but only do 2-3 hospitals a week. I usually call ahead and attempt to make an appointment . Some ask for " Vendor" registration which average from $150-$300  yearly to even talk to them. Any advice? Thank you in advance.

  8. I like this guy! I did this for 6 years and got tired of managers who don't understand the difference between building relationships vs making tons of visits a day! All they care about is "get out there and get referrals!" 9 out of 10 times I get referrals just by making a phone call to someone that I have taken the time to build a relationship with. I use to average about 120 referrals a month by making 2 visits a day. Then they made it mandatory to make 5 visits a day and I could barely bring 60 months!!! They still never got it!!

  9. Great inside and yes your right! I am intrested into marketing. I can say your right I do believe in what you mean consistency to referral sources so they remember who you are and provide a good relationship.

  10. Hi Steve I am just starting my company and I wanted to know what are the essentials documents I would need to be in my presentation folder for each assisted living facility, etc that I would drive to for referrals.

  11. Steve I'm wondering about the report you have there.  I did a quick google search and could not find it.  Can you share the full name of the book/report?…and where you purchased it?  Thanks.  —LaTundia


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