California Association for Health Services at Home (CAHSAH)

1. California Association for Health Services at Home (CAHSAH) 2006 Annual Conference & Home Care Expo May 17 – 19, 2006 San Jose, California Build Your Private Duty Company from the Inside Out By: Neil Rotter, MSG, MSW Vice President of Marketing Accredited Nursing Care

4. Definition of Internal Marketing • Internal marketing is your best friend.  When you look at the overall marketing cost associated with bringing a qualified new patient prospect to your door compared with the cost of a referral from an already satisfied patient, you will see what I mean.  Internal marketing is built on relationships with the people who most value your office -- you, your staff, and (hopefully) your patients.

5. Goals of Internal Marketing • Enhance greater cross-company utilization of services • Identify new referral sources for external sales force • Encourage feedback and client communication to counteract problems/termination of services • Upgrade cold calls to warm leads • Turn clients into company referral sources

7. Developing an Internal Marketing Plan • Define Your Target Markets • Tap into the information at your fingertips • Procedures & Flow of IM Activities • Staff Assignments • Marketing Collateral • Training • Checks & Balances, Tracking Results

9. Living in the Past • Gathering Information - Patient Database - Payor Database - Referral Source Database - Screen the facesheets - Check the deposits Test the waters to take advantage of immediate opportunities

10. Internal Marketing mirrors Operations • Inquiry • Staffed Cases • Unstaffed Cases • Client/Staff Interaction • Billing • Client Maintenance • Post Services

12. A Work in Progress – Developing systemic, consistent internal marketing efforts • Specific Internal marketing activities 1) Initial Phone Inquiry – Introductory letter to caller/patient Thank you letter to referral source Introductory letter to payor 2) Initial Fax Inquiry – Introductory letter to caller/patient Thank you letter to referral source Introductory letter to additional contacts Assignment of marketing contact for external marketing staff

13. Inquiry to staffing phase • Customer Service & Cross-Marketing by staffing coordinators - Consistent sales pitch, reinforce message - Look for cues (ie. Incontinence care, transferring. Communicate referral to patient and have appropriate staff follow-up Case is staffed and services commence - Welcome letter to patients - Introductory letter to patients’ other providers

14. Staffing a Contracted Case • When the payor is not the actual client and a specific authorization exists - Welcome letter with auth guidelines to promote utilization - Schedule follow up visit for external marketing staff - Utilization Tracking

15. What to do with clients that don’t start services • Initial Introductory Letter • Follow up letter 1-2 months • Follow up call 3-6 months • Qualify Reason for Call • Search for Unmet Needs • Identify any changes in medical or functional condition • Discuss satisfaction with current provider and/or caregiver situation • Include in database for periodic marketing efforts

16. Billing & Marketing • On your invoices, print a different marketing message every month • Include stuffers with the bill • Provide an incentive for referring other clients • Cross market other company services

17. Staying in Touch • Disease Management • Birthday Cards with DME Gift Certificate • Specials of the Month • Industry Changes (ie. Insurance Benefit, Legislation) • Self Needs Assessment • Referral Card

18. Sample Mailer – Needs Assessment • Accredited – Please tell me more about ….. • (Mark all that apply) • Intermittent Home Health Services • ____ Teach about newly diagnosed medical condition(s) • ____ Assess and Care for any Pressure Ulcers or Wounds • ____ Help care for my ostomy or otomy • ____ Educate on caring for a bedbound patient • ____ Monitor medications and establish a medication regimen • ____ Teach appropriate exercises and activities to improve functioning and strength • ____ Evaluation any potential nutrition and/or hydration problems • ____ Assist with infusion therapy (IV) or Central Line Maintenance • ____ Conduct a home safety evaluation • ____ Train for proper usage of new medical equipment and supply • ____ Assist with swallowing or speech difficulties • ____ Teach how to take better care of myself in the home • ____ Provide emotional support or community resources • Extended Care Nursing Services • ____ Provide nurses for feeding tube care • ____ Provide tracheotomy or ventilators care for patients at home • ____ Provide weekly, monthly, or bi-monthly medical case management to monitor medical conditions and take vital signs • Medical Equipment and Supply • ____ Mobility Aides – Walker, Wheelchairs, Cane ____ Commodes • ____ Bathroom Safety – Shower Chair, Grab Bars ____ Hospital Bed • ____ Oxygen Therapy or Nebulizers ____ Scooters • ____ Power Wheelchairs ____ Diabetic Supplies • ____ Incontinence Products ____ Diagnostics (Blood Pressure Kit) • ____ Wound Care/Ostomy Supplies ____ Braces • ____ Other (Please list:) _____________________________________________________________ • Other Needs – Referrals for outside services (Please list) ____________________ • Patient’s Name: _____________________________ City of Residence: _________________ • Responsible Party: ___________________________ Phone Number: ___________________ • Please send via mail or fax to (818) 986-2624 Attn: Neil Rotter

19. After Services Terminate • Determine Reason for Termination & Adopt Strategy (if any) to recoup business for future • Patient Satisfaction Survey • Private pay option (for patients with expired/exhausted authorizations)

21. Formalizing Networks of Care • ‘The Web Effect’ • Build relationships with clients and families to gather this information • Train your intake personnel, staffing coordinators, field staff to think like ‘mini-marketers’ • Send a letter that ties your company to their client. Introduce idea of collaboration • Follow up with in-person contact • Identify other ‘network’ participants

22. Name Recognition • Marketing Visit • Follow-Up Letter • Newsletter • Email Blasts • Hot Topics • Industry Changes • Company Updates • Introduction of new marketing collateral • Referral Source Satisfaction Survey • Medicare Scores • Educational Pieces • Tips for Proper Referrals

23. Other Internal Marketing Tips to Maximize External Efficiency • Pre-Inservice Questionnaire Are you aware of the services Accredited Nursing Care, Accredited Home Health Services or Accredited Medical Equipment & Supply has to offer? YES NO Have you ever tried to make a referral to Accredited? YES NO If Yes, please tell us about the outcome ___________________________________________ ___________________________________________________________________________ If No, what has prevented this from happening? _____________________________________ ____________________________________________________________________________ Do you have any current clients under Accredited’s care? YES NO Have you ever had a client under Accredited’s Care? YES NO If Yes, please describe your experience with our services _____________________________ ____________________________________________________________________________ What problems or issues have you had with home care agencies? _______________________ What impacts your decision to refer to one home care agency over another? _______________ Accredited wants to be your first choice for home care, how can we make this happen? ____________________________________________________________________________ Please fax to Neil Rotter at (818) 986-2624 before January 30th.

25. Marketing to your staff – Office & Field • Don’t assume your staff knows about all of the company’s services • Orientation Packets • ‘My Job’ mentality • Incentives/Recognition

26. Organizing through Automation • ACT Program Visitrax Program • Timeslips Synergy • MAS 90