Know-How Exchange : Strategy

I think it's unlikely that you'll have many quick hits. Physicians are inclined to stick with what's working for them ... not much reason to take a chance on the unfamiliar.

The best thing you can do is build relationships, encourage trust, and very carefully ask if they'll just try your company once or twice to see if their patients are satisfied with the service. It has to be a slow build ... not a revolution.

I'm assuming there isn't any compelling positioning benefit that sets your company apart from other hospice services in your area. If there is, then that needs to be your "calling card."

Also you might see if there is an opportunity to provide a brochure that's particularly useful for patients that you could provide to the physicians ... if you have not already done this. Most people are not familiar with hospice until the first time they have need for it, and there aren't many repeat purchases.

You could also try to garner some PR by doing something special/unusual for your clients/families. That would help to create something unique to your organization.

The other place you may get referrals is from families of patients or past patients. Be sure to follow up with families of past patients and make sure they had a good experience (under the circumstances). Families of recent patients may be asked about your services by friends that are in a similar position. Does the company do any follow up with these families or do anything like grief counselling?

Hope this helps,
Mike

1) Learn and thoroughly study the competition. Every company does something that is not quite as good as needed to be and you need to know competition's good and bad points.
2) Ask the referral sources (Doctors etc.) and end users (patients) what would they like to see in the hospice market that isn't being provided right now. Safe to assume that compassion and care given in hospice care is extremely important and if you find it missing in a competitor, hone onto the Doctors who use that hospice care facility and without bad mouthing the facility, tell the referral source that you excel at providing at compassion and care and I assume you do. Because if you don't deliver on your promise, you will lose business much faster than you can ever gain.
3) It would be very good to be able to survey referral sources and end users.
4) Remember it takes a long time to build relationships, but if you use gentle persuasion and over deliver on your promises, Doctors will love you for that.
5) Of course, the most important is the staff that takes care of patients and the care and compassion they demonstrate to sick patients and their families. Little gestures of care go a long way and never stop going an extra mile.
Lots of good luck to you

Other idea is to develop an active presence within associations of doctors, nurses, social workers, and nursing homes. Offer to come in and do some sort of presentation, write articles with a call to action to send to their eZines. Advertise in their directory, on their websites, or newsletters. Exhibit at their annual conferences.

Host a teleseminar about the benefits of your company, educating the importance of referring to a good hospice, what makes a good hospice and then go into your USP. Back it up with testimonials or case studies. Use the attendee list to market to and build a relationship with for referrals.

Not sure what kind of referral program you may have but is it consistent and does it keep you top of mind with the doctors, nurses, social workers, and nursing homes you already have on your list? If not, highly suggest you build one.

Hope this is useful. Good Luck
Ann-