The times they are a-changing. No longer can a home health agency rest on its laurels and its past successes, or its past referral sources and funnel for patients. It is time to start thinking about who you want as a partner for the future, and how to go about getting introduced so that you can more intentionally and selectively choose your partners.
Compatibility is a primary objective in any partnership. Shared mission, vision, values and goals are necessary so that you can feel good about your choice. A good fit means that what you have to offer fits into the programs and services provided by your potential partner. You also must have the capacity to scale, offer a quality service and be in an innovative mindset so that you are open to the changes that a new partnership will, by necessity, create.
Research and Approach Decision Makers
What is the first step in any endeavor? Research. Research how what you have to offer fits into the healthcare delivery system in your geographic area. Who are the players and what are they offering? Is there room in any current network or system for a new service, an expanded territory, a specialty offering? Is there some component of an existing network or partnership that is underperforming or underutilized?
Once you have done your research on who to approach, you have to decide how to best get in front of the decision maker who will agree with your assessment that you are a good fit for the relationship. How do you make your paths cross? How can you best communicate your offerings so that they are noticed? How can you best approach the decision maker? Does she support any industry or disease related associations? Does he have a favorite hobby or sports team that would offer opportunities for your paths to cross?
Clear Strategy and Ongoing Communication
Regular communication from you on why you are the best fit and what you have to offer, should go in tandem with your efforts to get introduced and make your paths cross. It takes time and effort to build a relationship, whether personal or professional, and a clear strategy to make yourself known to the decision makers will help in achieving that goal.
Ideas to communicate with someone who you want to know you better:
- Be a resource. Start or beef up the research relating to how you can provide helpful information, tools or tips to your potential partners.
- Write notes to recognize milestones, news, events, etc. that the potential partner has achieved.
- Forward or clip and send news about the person, or business, or something of interest, and include a short, personal note.
- Ask for their input or help on a presentation or to give feedback on an article you’re writing. People really like to feel important and needed, and will remember you.
- Create and plan for an outing or an industry related event. Invite those with whom you want to do business.
- Send some personal PR about what you are doing, like obtaining licensure in a particularly difficult state, or getting certified for some specialty service, or an article you have published or an article of interest that allows you to point out how what you are doing might help their business.
- Volunteer for a group or an event that will effectively demonstrate your agency’s specialties and place you with those who you want to know better.
- Simply keep in touch by phone or email so you are not out of sight and out of mind.
For more details on how to work on developing partners in the healthcare delivery system, watch the 2nd video in the on-demand series, “Surviving and Thriving in a Changing Environment: Looking Upward and Outward for Partners and Growth.”
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Merrily Orsini, President/CEO of corecubed, is a thought leader in the home care and aging care industries and is involved in numerous organizations providing insight and advice. She is recognized nationally for her expertise in strategic marketing for aging related services, particularly home care and home health services. Orsini’s business ownership began with a geriatric care managed in-home care agency, a venture that garnered her the prestigious Ernst & Young Entrepreneur of the Year Award in 1996. She sold that business and founded corecubed in 1998, a digital marketing company that focuses on marketing aging care services using strategy, design, digital integration, branding and industry focused content. She is the past Chair of the Private Duty Homecare Association of America, and has served on the board of the National Association for Home Care and Hospice and the National Association of Geriatric Care Managers (now Aging Life Care Professionals).
