Today, a 24/7 admissions and discharge policy is an important way to demonstrate your commitment to providing outstanding care and customer service. Appreciated by referral sources, their patients and family members, it’s a policy that will help you to attract more referrals and more admissions.

Don’t assume that your referral sources fully understand the scope of services you provide. Communicate with these professionals regularly. Tell them about your capabilities and how your services differ from the senior care providers "down the block".

Optimize the value of your marketing investment:

The marketplace for every LTC building consists of three important audiences: referral sources/referral influencers, the general community, and internal audiences (family members, staff and discharged short-term rehab patients). Whether building a positive image for your facility, increasing inquiries and referrals, or generating more positive word-of-mouth; consistently communicating with each of these three audiences is the key to achieving your census and revenue goals.

Don’t take long-standing referral sources for granted. Update these professionals regularly, so that awareness of your organization, services and your points of difference with your competition remain “top of mind.” Maintaining strong relationships is no less important than cultivating new ones. Both are critical to building admissions and census.

The current thinking on the Healthcare Reform Bill is that hospitals (and doctors) will be penalized for having too many of their Medicare Part A patients who have been referred to lower levels of care returned to the hospital within a short time with the same or similar diagnosis.

Establish a pre-surgery orthopedic rehab orientation program for the patients of a local orthopedic surgeon.  This will provide the opportunity to create a connection between his/her patients and your facility prior to their surgery and will virtually ensure that the patient selects your facility for their short-term Medicare Part A rehab – regardless of what the discharge planner may suggest.

It’s true; out of sight is out of mind. Even your long-standing referral sources need to be reminded of the key advantages that separate your facility or community from your competition. Reinforce your points of difference and remain “top of mind” by communicating with them every month.

Reducing re-hospitalizations can increase referrals but only if referral sources know you are focused on this important issue. Keep them informed about your program’s results and you will gain a competitive advantage over other facilities for Medicare Part A referrals. The more you communicate with referral sources and keep them aware of your efforts to reduce re-hospitalizations, the better.

Enhance relationships with referral sources and generate more referrals by organizing a Referral Source
Task Force (Administrator, DON, Admissions and Outreach). Together, regularly review current referral
sources’ performance and FOCUS on cultivating new ones. Then communicate consistently with them and develop presentation “tools” for your outreach staff to use so they can accurately and effectively deliver your
facility’s story.

“Ask not what your country can do for you, ask what you can do for your country.”

These famous wise words of President John F. Kennedy can serve as the foundation for your relationship with your local hospital. Ask not what your hospital can do for you, ask what you can do for your hospital.

Now more than ever, hospitals are faced with difficulties such as re-hospitalization penalties, payment cut-offs, and forced bundle payments for ortho. This is something YOU can help fix. Understanding what pains your hospital and how you can alleviate their issues will lead to a great relationship, as well as your facility becoming a preferred provider!