Survey Offers Insights on Improving Hospice Referrals
As Reported by Hospice News Network
Transcend Strategy Group conducted a national survey of office managers at physicians’ offices. The focus of the survey was to better understand the managers’ practice of referrals to home-based providers. Of all responders, 81% said “they see little to no difference among providers of hospice, home health and palliative care.” Those who refer patients for care, however, did share their preferences when making decisions about referring patients. According to “How to Resonate with Physicians’ Office and Grow Referrals,” the survey findings “can help you unlock messages to resonate with them [the office referral managers] and help you grow referrals.”
Interestingly, 73% of responders say they often refer to the same specialists. But, fewer than half say they have specific hospice and home health providers that they routinely refer to. The article asks, “Can you create a position for your agency that help physicians’ offices see you as a specialist?” The article encourages agencies to work to become the “specialists in pain and symptom management, specialists in end-of-life care,” etc. Making your agency a specialist in outcomes strengthens your agency’s value to referral sources.
“To build and promote this positioning, you probably will need to collect and mine data differently than you are currently doing.” For example, the article asks, can you offer data to show that patients under your care “have fewer ER visits, fewer hospital admissions, and higher satisfaction scores compared to no support at home or care from your competitors?” The same information will also be helpful when talking with general physicians and specialists. “Specialists frequently refer to other specialists!”
Two-thirds of responders say that a quick “time response to referrals as the first or second most important attribute of a provider.” The article suggests that you establish what a timely response is – an hour, a day? Determine whether your agency can monitor referrals 24/7. Consider offering a “‘guarantee’ of a time frame within which your team will respond.”
About half of respondents say in-service sessions are the best way “to educate or update their staff.” The article suggests that agencies “reevaluate and innovate on possible ways to conduct in-service education.” Would the referrers welcome a video? A collection of on-demand videos? Can you offer CE credits for these sessions? Again, the article notes, strong data is critical. Evidence-based processes are preferred. Building a “data study” will help do this.
Many providers note that it is increasingly difficult to get in-person meetings with physicians and office managers. So, the article suggests, be strategic and target those you will focus on engaging. Identify those who will more likely refer to you. Identify “specialties by disease state” and identify those who will be most receptive.
The article and a link to the survey can be found through the following link: https://transcend-strategy.com/2021/08/03/how-to-resonate-with-physicians-offices-and-grow-referra |
