Bringing comfort care home. Reinventing Homecare Marketing

Who We Are OVERVIEW 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 Care Physical Therapy Occupational Therapy Certified Home Health Aides Speech Therapy Private Duty Nursing Care Hospice & Palliative Care Medical Social Services

Opportunity INCREASE 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.

Opportunity INCREASE REFERRALS Step 1 – Redefining the Brand Clear, concise messages were created that spoke directly to the needs of each segment.

Opportunity INCREASE 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.

Opportunity INCREASE 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 Involvement EMBRACING 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.

Outcomes MEASUREMENTS 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 learned DO 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.