Identifying Target Audience

1. Facility Administrators: They oversee the facility's operations and can influence the direction of patient referrals.  
2. Social Workers or Case Managers: They usually help patients and families navigate care options and make decisions about care transitions.  
3. Nursing Staff: They work closely with patients and often have trusted relationships with patients and families.  
4. Sales Director: This person is responsible for taking potential residents on tours of the facility and is a great person to connect with to initially get into the facility. From there, the Sales Director can introduce you to other contacts within the facility.  
5. Event/Activities Coordinator: This individual is responsible for coordinating events and activities for the facility and its residents. They can work with agencies to partner on different events and activities.
   

Preparation 

1. Develop a detailed understanding of your home care services, emphasizing unique aspects, patient benefits, and success stories.  
2. Create professional promotional materials like brochures, flyers, and business cards to leave behind for reference.  
3. Understand the care facility's policies about solicitations and outside service providers.
   

Initial Contact and Presentation  

1. If possible, set up meetings with the identified staff members. A direct approach tends to be more effective than unsolicited visits.  
2. Introduce yourself and your agency professionally. Be clear and concise.  
3. Outline your services, explaining how they can benefit both the care facility (such as reducing the pressure on their resources) and the patients (like enhancing their quality of life).  
4. Leave your marketing materials with them.
   

Referral Program Explanation  

1. Discuss your referral program, including the incentives offered for successful referrals, if any.  
2. Ensure you are speaking to pain points the facility is currently experiencing. If you are not sure what those pain points are, ask them what challenges they are facing and then speak to how your agency can help with that.
   

Common challenges faced by facilities include:  

1. Staffing – Staffing shortages and high turnover rates are a significant issue that leads to inadequate patient care and increased workloads. 
   
2. Funding and Financial Constraints – Many facilities operate on tight budgets and may struggle to maintain or improve the quality of care due to financial limitations. 
   
3. Care Coordination – Each resident has various care needs and the coordination of this can be quite complex. 
   
4. Resident Safety – Keeping residents safe is a constant concern, particularly when staff have so many residents to take care of at one time (example: falls are a major safety issue in care facilities). 
   
5. Mental Health – Many residents struggle with depression, anxiety, and loneliness. 
   
6. Resident Satisfaction – Maintaining a high quality of life is challenging and involves meeting more than just physical needs but also social and mental needs.
   

1. Make it clear that you are interested in a partnership that will be beneficial to both parties.
   

Follow-Up  

1. Send a thank you note or email after the initial meeting, appreciating their time.  
2. Regularly keep in touch, perhaps on a monthly or bi-monthly basis, but be respectful and not too pushy. This can help keep your agency fresh in their minds when the need arises for home care services.  
3. Acknowledge any referral received promptly and express gratitude to the referrer.
   

Building Relationships  

1. Keep the care facility staff updated about any new services, changes, or updates in your agency.  
2. Consider hosting educational sessions or workshops on topics relevant to the facility staff and patients. This approach adds value beyond just marketing your agency.  
3. Show appreciation for ongoing referrals, possibly through a small gift, a personalized thank you note, or an annual appreciation event.