Welcome, Subscriber!
...
to this issue of Home Health Care Today, the leading electronic
newsletter for home health care and hospice executives who want to grow
their business and get ready for the future.
For
strategies and insights on growing your private pay, non-medical home
care business, subscribe to our sister newsletter, Private Duty Today.
In this issue....
" Best Practices
in Home Health & Hospice Marketing
" Selling Home
Health Care to Physicians Workshop
" The Advanced
Academy
" Linkedin Update
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Best
Practices In Home Health & Hospice Marketing
Did you know that the single most effective method for
generating referrals that turn into admissions in home health care is
making direct sales calls to physicians? Did you know that the
second most effective techniques is making direct sales calls to hospital
discharge planners, followed by sales calls to other health care
facilities?
Imagine how much more effective your home health and hospice
sales and marketing process can be when you apply the best practices of
hundreds of successful agencies across the country.
At Leading Home Care, we are now in the process of
tabulating the results of our 2010 home health, hospice, and private duty
home care sales and marketing survey. The 2010 survey is different
from all previous surveys in that we divided the marketing techniques
into four categories;
1) Selling and Networking
2) Paid Advertising
3) Targeted Marketing and Public Relations
4) Web and Technology based marketing.
The survey revealed some very interesting results that
affirmed some things we ve been saying for a number of years, and opened
up some new horizons for sales and marketing professionals in home care.
First, it affirmed that the basics still work. When you
stick to the basics and execute with excellence you will get better
results than when you try to look for the latest, greatest new ideas in
sales and marketing.
Second, we learned that there are some frequently used
techniques that are not as effective as many folks think they
are, and we learned that tracking results is more important than
ever before.
Direct Sales Passes
Networking for First Time
One of the new learning
points from this survey is that direct sales calls to physicians and
hospitals passed networking as the number one technique for the first
time since we began conducting this survey in 2004. What we are
seeing is that more focused, more active sales calls are working much
better than more passive networking and community relations.
The marketplace is much more competitive than ever, and it s
not enough to go out to the networking events, mingle with community
leaders, and exhibit at health fairs. You need to have in place a focused selling process directed at
high potential physician practices.
We also learned that brining lunch to the
office staff does not get it. You need to sit down and have a
meaningful conversation with the physician about how your home health or
hospice program solves a problem the doctor is facing in his or her
practice. When you can show bottom line results that directly impact
the doctor s practice, you ll get more referrals that turn into
admissions.
Selling Home Health to
Physicians
To help you master the knowledge, skills,
and motivation to make effective sales calls on physicians, we turn to
our resident expert on the subject, Dr. M. Tray Dunaway, MD, FACS, CSP. Dr.
Dunaway is a surgeon from Camden, South Carolina, a professional speaker,
and an expert on selling home health to physicians.
We have worked with Dr. Dunaway to craft a one-day workshop
on the seven step relationship selling process, and how your sales reps
can apply these principles to your local marketplace.
Success in selling to physicians requires three things:
1. Knowledge The sales rep needs to understand how a physician s
office operates, and how the doctor and his or her staff make decisions. Then
the rep needs to know how to get past the gate keeper in order to have a
meaningful conversation with the doctor. Finally, the rep needs to
know how to craft a sales presentation to solve a problem in the doctor s
practice.
2. Skills The sales rep needs to develop the skills to set up that
meaningful conversation, to develop rapport with the doctor and his
staff, and to present a powerful, persuasive presentation of your
agency s programs and services.
3. Attitude The sales rep needs to develop a
positive attitude about the process of selling to physicians, and the
confidence to look the doctor in the eye and convince him or her
that your agency can, in fact, help the doctor provide better care to
patients.
Developing the knowledge, skills, and
attitude to sell home health and hospice to physicians requires in-depth,
focused training. It requires an interactive learning experience
where the sales reps have the opportunity to practice the techniques in
real live selling situations.
What better place to practice those skills and attitudes
that sitting across the table from Dr. Dunaway while your sales call is
being recorded on video. This interactive, video role play training
is the single most effective way to increase your referrals that turn
into admissions.
If you would like to have your sales reps master the
knowledge, skills, and attitudes to sell to physicians, you ll want to
register them right now for the next open workshop on Selling Home Health to
Physicians to be held June 16, 2011 in Pasadena, California,
co-hosted by the California Association
for Health Services at Home. This interactive workshop is the
only place in America where you can have this unique sales training
experience.
Don t delay, Register today. Join Stephen Tweed and Dr.
Tray Dunaway in Pasadena for Selling
Home Health to Physicians.
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We just completed our first Selling Home
Health Care to Physicians workshop in Tampa, FL on February 25th and the attendee s rated the value of this workshop a 9.5 out of 10 and
here are some of the top take-away s from those who joined us in Tampa:
1. Knowing how your physician
referral sources think
2. How to articulate an example
that is applicable to physician
3. Learning the "rapport system"
4. Learning the Physician's "values"
5. Creating an "Elevator Conversation"
6. How to close a physician during a
presentation
7. How to leverage the gatekeeper
When you need to know how to get past the gatekeeper and
have a meaningful conversation with the doctor? How to
capture the doctor s attention long enough to make your case?
And, what kind of presentation will be most effective in
persuading the doctor to refer to your agency? Then Selling Home
Health Care to Physicians is a MUST
ATTEND workshop.
These are just a few the questions addressed by Doctor M.
Tray Dunaway, MD, FACS, CSP in Selling Home Health to Physicians.
Based on their research in the industry and their work with hundreds of
home health sales representatives from dozens of agencies, Dr. Dunaway
and Stephen Tweed will help your home health sales reps develop the
knowledge, skills, and motivation to generate more referrals from
physicians.
AND, they ll help you get those referrals without buying
lunches.
This is the first and only program of its
kind in the home health industry where your sales representative will
have the opportunity to sit side-by-side with a seasoned physician who
makes referrals to home health and practice presentations that work. Each
person who attends this powerful, interactive workshop will have the
opportunity to prepare and practice a real live persuasive presentation
with the doctor.
If you want to have your home health sales professionals
receive proven training that is sure to pay for itself in just months,
you'll want to send each of them to Pasadena, CA on June 16, 2011 for this
powerful workshop, Selling
Home Health to Physicians.
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The
Advanced Academy
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We have also learned that the
participants in our past Academies are really looking forward to our
Advanced Academy, which will kick on on April 6 & 7, 2011 in Orlando, FL (co-hosted by the Home
Care Association of Florida). There is also an Advanced Academy
being held on June
20 & 21 in Anaheim, CA. This one and 1/2 day
interactive program is designed for previous graduates of the
Academy and for the more experienced owners of larger private
pay businesses. The group will be limited to 30 participants and
registrations are coming in fast.
If you would like to really go deep into the best practices to grow your
business, then you'll want to be in Orlando,
FL or Anaheim,
CA for The Advanced Academy.
The group is still growing! The
Leading Home Care Network group on Linkedin now has 680 member!
Your participation is evidence that our quest to provide a forum for the
Home Health Care industry and its leaders is working. Remember this
group is for insiders only; we don't allow vendors so there are no
commercials. Join today and see what they are talking about.
Some of the most recent discussion topics include:
- Compensation plans for 24 hour shifts.
- PDA or Paperwork - Which do you prefer?
- What is a fair standard for the number of referrals a sales person should generate?
- Home Health is a vital part of the continuum of care.
- Long Term Care Insurance is not just for nursing homes!
- Plus countless postings on helpful and useful topics and best practices
If you are a home health care sales or
marketing professional, and would like to be part of this discussion
group, log on to Linkedin and search for the group Leading
Home Care Network.
We look forward to having you join the
Leading Home Care Network group on Linkedin.
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 Stephen Tweed, CSP, is Chairman
and CEO of Leading Home Care ... a Tweed Jeffries company. For over 25
years he has been a recognized leader in strategy and leadership development
for home health care & hospice companies and associations. He is
the author or co-author of seven books, five of which were written
specifically for the home care industry. He has served on the boards of
directors of three not-for-profit home care agencies, and has served as
interim President & CEO of a $25 million home care company.
Meet the entire Leading Home Care Team
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Permission to Reproduce ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Permission
is granted to healthcare publications, associations and companies to
reproduce this article in your publication, or to distribute copies to
your leaders, on the condition that you reproduce the credits and
contact information as follows: "Reprinted with permission from
Home Health Care Today. Copyright 2010 Stephen C. Tweed. To receive a
FREE subscription to this newsletter, log on to www.leadinghomecare.com." |
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