How to build a home health marketing engine applying sales principles to home health

How home health sales is similar to traditional sales

Before we dive into the nuances, let’s cover the basics. Some principles of sales are universal, and home health marketing is no exception:

1. Prospecting is non-negotiable

Just like any other sales role, prospecting is the lifeblood of growth. Whether you’re seeking new referral sources, building connections with hospital case managers, or forging partnerships with community organizations, finding new accounts and relationships is essential—not just for the sales team, but for management too.

2. Always be closing

It’s an old adage for a reason. You need to push for the commitment, whether it’s a meeting, a pilot project, or a steady stream of patient referrals.

3.Build trust first

Relationships matter in every industry, but in home health, they’re everything. Trust is your currency, and without it, you’re out of the game.

4. Sell the best product with confidence

To be successful, you need to believe in what you’re offering. If your agency provides top-tier patient care and exceptional service, your confidence will radiate. And if you’re not confident? Fix your internal processes before trying to sell.

5. Ask for the business

This isn’t just part of “always be closing.” Asking for the business means clearly requesting the referral or setting the next meeting. It’s a specific action, not a vague hope.

6. Be sharp, enthusiastic, and an expert

As Jordan Belfort says, you’ve got to be “sharp as a tack, enthusiastic as hell, and an expert in your field.” Equip your team with tools that make them look like superheroes. Quality, timely information reduces friction in conversations with high-level professionals, like Hospital Directors of Case Management or Post-Acute Care Leaders.
If you can demonstrate reliability at the hospital leadership level, you’ll secure long-term, sustainable referral sources.

How home health sales is different

Here’s where things diverge: the stakes in home health are higher. You’re not just selling a product—you’re selling trust, care, and results. It’s about patient outcomes and the provider’s confidence in your ability to deliver them.

Professional, consultative sales principles at the top level

While your team must build relationships from the ground up, there’s a huge opportunity to win by applying high-level, consultative sales strategies. This means targeting hospital administrators, directors, and executives with a professional approach that mirrors enterprise sales.

The traditional sales model, applied to home health

To succeed, your team needs a structured, repeatable process for high-level outreach. Here’s a step-by-step plan:

1. Start at the executive level

• Target decision-makers: Administrators, Directors of Case Management, and Executive Directors are your ideal entry points.
• Cold call with a script: (Link to your script here). Use tools like ZoomInfo to find contact information. If your company can afford it, these resources are game changers for bypassing gatekeepers.

2. Work the direct line

• Leave one voicemail and send one email. After that, call every day at different times without leaving a voicemail.
• Do this for 20 days. Eventually, you’ll connect. When you do, act like it’s the first time you’re calling—be fresh, confident, and stick to the script.
• The goal? Schedule a meeting. That’s it. Get their email and phone number, then end the call.

3. Send an agenda

Once you secure the meeting, send a clear agenda (Link to agenda here). This helps set expectations and demonstrates professionalism. Here’s a simple structure:

• Background: A quick overview of your agency and capabilities.
• Goals: What you hope to achieve together.
• Challenges: Address barriers or pain points they may face.
• Next Steps: Outline actions after the meeting, like a follow-up call or pilot project.

4. Pilot projects as a foot in the door

Pilot projects are your secret weapon. They give hospital leadership a low-risk way to test your capabilities and build trust. Here’s how to structure one:

• Identify what your agency does best. For example, if your clinical team excels at wound care or dementia care, focus the pilot there.
• Make aggressive commitments to specific standards, such as response times or start-of-care rates. Hold yourself accountable.
• Create a shared plan with clear goals, but avoid signing a contract for a fixed number of patients upfront. This keeps the stakes manageable for both parties.
• Set periodic review meetings to discuss progress and refine the relationship.

Why it works

By combining traditional sales principles with the nuances of the home health industry, you create a powerful marketing engine that balances trust-building with measurable results. This approach helps you:

• Build high-level relationships that lead to sustainable referral streams.
• Gain a competitive edge by demonstrating reliability and expertise.
• Equip your team with tools and strategies that make them confident and effective.

Why you need a good referral management or CRM system

Even with all the sales skills in the world, your team can’t succeed without the right tools. A referral management or home health CRM system is essential for executing these strategies effectively. Here’s why:

• Streamlined prospecting: Keep track of new accounts and ensure no opportunity slips through the cracks.
• Efficient communication: Centralize updates and follow-ups with referral sources, making it easy to maintain relationships.
• Data-driven insights: Equip your team with performance metrics and outcomes to build trust and confidence.
• Accountability: Ensure your team is following up and closing deals by tracking interactions and referrals.

A good CRM system turns traditional sales principles into actionable strategies tailored for home health, ensuring your team is always prepared to deliver their best.

Final thoughts

Home health sales may look different from traditional models, but the principles are the same. Prospect relentlessly, build trust, and bring enthusiasm and expertise to every interaction. When you combine traditional tactics with a consultative, patient-focused approach, you’ll transform your marketing efforts into a true growth engine.

Stay sharp, stay honest, and most importantly, always bring value to the table. That’s how you win in this business.