Bringing comfort care home.

Reinventing Homecare Marketing

Who We AreOVERVIEW Covenant Home Care is a not-for-profit, faith-

based organization providing home health and hospice services to the Berks and Schuylkill communities for more than 30 years. Covenant’s outcomes are among the best in both counties, due to a continual dedication to providing quality care to those in need. Our services include:

Skilled Nursing CarePhysical TherapyOccupational TherapyCertified Home Health AidesSpeech TherapyPrivate Duty Nursing CareHospice & Palliative CareMedical Social Services

OpportunityINCREASE REFERRALS The goal of the organization is to provide excellent

service and care, delivered with integrity and compassion to as many individuals as possible within our community.

The challenge was to create and implement a comprehensive re-branding campaign, along with a coordinated outreach program focusing on the health of the community.

We had three target audiences; physicians, other clinical professionals and the community.

OpportunityINCREASE REFERRALS

Step 1 – Redefining the Brand

Clear, concise messages were created that spoke directly to the needs of each segment.

OpportunityINCREASE REFERRALS Step 2: Creating material for specific

audiences

Service related documentation packets were created for physicians and other clinical professionals.

A strategic direct mail plan was created and implemented, with follow-up conducted by the nurse liaison team.

OpportunityINCREASE REFERRALS Step 2: Creating material for specific

audiences.

Presentation and educational materials based upon appropriate health topics were developed in conjunction with the marketing material for individuals in the community.

Staff InvolvementEMBRACING THE PLAN Leadership Team played a critical role in

introducing the program to staff and consistently reinforcing the activities necessary to meet marketing goals.

Nursing liaison team touched more than 65 physician practices and more that 1,000 members of the community.

Clinical staff used each patient encounter as another opportunity to reinforce the mission .

OutcomesMEASUREMENTS Referral base increased in breadth to

decrease reliance on affiliated acute care facilities

Physician referrals increased by 21%

SNF referrals increased by 3.8%, and other non-affiliated hospital referrals increased by 13.7%

Conversion rates were 95%

10% increase in admission volume

Position created to focus on community relations, marketing and program development

Volunteer support increased by 33%.

What we’ve learnedDO IT RIGHT

Align agency values, expertise, attributes and uniqueness in such a way that it makes it easier to achieve goals

Recognition of the brand with target audiences is key to success

Consistency is imperative

Measure outcomes

Tweak brand when necessary, but don’t throw the baby out with the bath water.

Bringing comfort care home.

© 2010 – 2011 Covenant Home Care/Sheri Rush All printed and electronic documentation, collateral material, presentations and advertisements.