How to build a home health marketing engine: how home health sales is different

Key differences in home health sales

1. No contracts

In traditional sales, contracts solidify the relationship. You put in the work, secure a deal, and both parties know exactly what to expect. In home health, it’s different:

• Referral sources don’t sign contracts for services. Instead, they say something like, “We’ll send you our next patient.” Great, right? Except it’s not always immediate or consistent. Unless you’re working with a high-volume hospital, you might not see a referral for weeks—or even longer.
• The challenge? How do you track what happens next? Without a solid system in place, referrals can slip through the cracks. For example: some text
  • A referral might come in, but the patient doesn’t have the right insurance or isn’t in your service area.
  • Intake processes the referral, but if no one tells you it came from a specific referral source, you’ll never know to follow up.
• Solution: This is where a home health CRM comes into play. A good CRM can notify your team when a referral comes in, track its progress, and ensure you close the loop with the referral source. It’s about creating visibility in a system where contracts don’t formalize relationships.

2. No exchange of money

Here’s another big difference: there’s no monetary transaction between your agency and the referral source.

• In traditional sales, money creates buy-in. When someone pays for a product or service, they’re invested. In home health, that financial exchange doesn’t exist. Instead, it’s a waiting game to prove your worth.
• Without money changing hands, you must rely on consistent results and relationship-building to solidify the partnership. This makes it even more critical to: some text
  • Deliver on promises.
  • Follow up proactively to show the value of your services.

3. Not direct customer service

In home health, you’re navigating a dual customer base:

1. The Patient: They receive your care, and their experience is your ultimate product.
2. The Referral Source: They send the patient and often have little visibility into what happens next.

Unlike traditional sales, where the customer interacts directly with your product or service, referral sources are one step removed. This creates a unique challenge:

• Providers don’t immediately know if your service is good or bad. Unless they hear feedback from the patient—or you follow up—they’re left in the dark.
• You have to create that feedback loop. Show the referral source how well you did, even if they didn’t ask.
  Example: After receiving a referral, send updates on how quickly you started care, patient satisfaction metrics, and specific ways you fulfilled your commitments. “See how well we did what we said we would?” This builds trust and lays the groundwork for more referrals.

Strategies to address these differences

1. Leverage a CRM with intake management designed for home health and hospice

The lack of contracts and immediate visibility makes tracking referrals essential. A home health CRM:

• Alerts your team when a referral comes in.
• Tracks the referral source so you know exactly who sent it.
• Helps you follow up effectively to close the feedback loop and build trust.

2. Establish a follow-up process

Without direct customer service, you need to be proactive. Set up a system to:

• Provide referral sources with updates on patient care (where appropriate).
• Share outcomes that demonstrate your agency’s value.
• Schedule periodic check-ins to reinforce the relationship and address any concerns.

3. Focus on pilot projects

Pilot projects are a great way to prove your value without a formal contract. Here’s how to approach them:

• Identify what you do best (e.g., quick response times, specialized care like wound care).
• Propose measurable standards you’ll meet during the pilot (e.g., same-day starts of care for patients in a specific service area).
• Share progress and outcomes regularly to build trust and expand the relationship.

Final thoughts

Home health sales is a game of nuance. Without contracts, monetary exchanges, or direct customer service, your success hinges on relationships, trust, and delivering results. By understanding these differences and tailoring your approach with the right tools and strategies, you can build a marketing engine that doesn’t just win referrals—it keeps them coming back.

Stay focused, stay proactive, and always make it easy for referral sources to see the value you bring to the table. That’s how you win in home health.