The landscape of post-acute marketing has changed dramatically. From an increased focus on value-based care and risk-sharing approaches to specific challenges facing the post-acute industry, today’s referral partners are no longer relying on relationships to make decisions for their patients. In order to remain competitive and grow your post-acute organization in a strategic way, you need data-backed performance metrics and insights into referral trends. Use the following steps and resources to help outline your marketing strategy for 2022. Fill your marketing toolkit with new strategies and techniques to grow your organization in the most efficient and effective ways.
The post-acute care industry has faced a significant number of challenges in the wake of COVID-19. With those challenges came an unexpected shift in the way post-acute leaders plan to scale up their organizations. Staffing shortages and pandemic-related regulations mean that not every organization is looking to increase the quantity of referrals they receive. In fact, many organizations are saturated to the point of turning patients away. For these groups, optimizing your patient mix or expanding into new markets may be a better growth strategy.
The resources below will help you identify unconventional strategies you can use to target the right referral partners, depending on the goals your company has set.
Before you can begin to successfully target your referral partners with the right messaging, you need to understand who they are and what motivates them. Download this editable persona template to create guidelines and references for your sales and marketing teams to use when they’re reaching out to new referral partners. Easily identify the types of metrics and communication styles that make the most impact in your outreach.
Another critical part of adapting your post-acute care organization’s growth strategies to changing market conditions is understanding the state of your market today. From how COVID-19 impacted the industry to where PAC leaders are focused in the coming months, the resources below will help you identify trends to keep in mind as you plan your sales and marketing tactics. As yourself the critical questions to understand what you need to do. For example, how important with Medicare Advantage be in 2022? Or will partnering with ACOs or DCEs have specific advantages that you hadn’t considered? Start the new year off with a better understanding of where the industry is headed.
Now that you’re up to speed on the specific direction your market is heading, it’s time to pull together your value proposition story. The resources below will help you not only build a framework for how you want to position your PAC in the market, but also give you specific bullet points, conversation starters, and data-backed insights to help you prove the value of you and your team. Your goal is to become the go-to post-acute organization in your area, so you have to be confident in the story you’re telling.
Along with the shifts in industry trends and needs, so too has marketing evolved. While it may not be time to move to a completely digital marketing outreach strategy, it is important to make digital tactics part of your comprehensive marketing strategy. Check out some of the resources below to kickstart your digital marketing journey or to refine the digital tactics you’re already using.
Even if your budgets and plans are set for 2022, it’s important to keep your marketing toolkit stacked with new techniques and strategies you can adapt as the year goes on. New variants and COVID outbreak cases will continue to impact the healthcare industry and it’s crucial we stay agile enough to shift direction if needed.
Trella Health is the leader in market intelligence for the 65+ population, with extensive data sets including Medicare FFS, Medicare Advantage, commercial payers, ACOs, and DCEs. To uncover potential growth opportunities in your market and learn more about how data insights and analytics for key metrics can help you control costs, improve patient outcomes, and build a stronger referral network, schedule a demo today.
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