Many More Home Health Marketing Ideas!

Check out our new AdVisor website for home health care sales ideas and sign up to receive free email updates.

Marketing essentials for referral-based healthcare providers

Winning Referrals from Orthopedic Surgeons

With the ability to provide high numbers of highly profitable referrals, orthopedic surgeons stand apart as the most desirable referral source for Medicare certified home health and for physical therapy.  Considering all the companies vying for the attention of orthopedic surgeons, what do you do to win them over and retain their loyalty?

One effective program that home health agencies employed in the past (and some still do) was to provide complimentary pre-surgical visits.  Research has shown pre-operative education programs to alleviate anxiety, improve expectations, and even improve early functional recovery.  Unfortunately, the Office of the Inspector General (OIG) ruled that complimentary pre-surgical visits constitute an improper inducement.  The OIG notes that the civil monetary penalties law prohibits the furnishing of free items or services to Medicare or Medicaid beneficiaries who are prospective patients. 

However, healthcare providers should be aware of an important exception to this law.  The nominal value exception allows providers to give prospective patients things worth $10 or less for a maximum of $50 per year.  As a matter of return on investment, marketing materials distributed to the general public should cost 20¢ or less per each, but if a home health agency has the opportunity to put something in the hands of a specific patient scheduled for a hip replacement or knee replacement, a $10 marketing effort is more than justifiable from a return on investment ratio.

In lieu of pre-surgical visits, many home health agencies have considered making a video that they could provide to pre-surgical patients.  It’s a good idea, but don’t do it.  PrepareForJointSurgery.com has already created the video.  Now, all home health agencies need to do is purchase a sample for review, brand their videos to their agency, and make an initial purchase. 

PrepareForJointSurgery.com has made two high quality videos designed to prepare patients scheduled for total hip replacement and total knee surgery.  The production values are truly impressive.  The content is highly valuable.  Thousands of patients have already used the videos.  Orthopedic surgeons have expressed appreciation for the videos.  And, very importantly, the OIG has specifically approved this video for use by home health agencies with prospective patients (Advisory Opinion No. 07-16). 

With PrepareForJointSurgery.com, you are not just handing a generic video to prospective patients.  You have the opportunity to have your name and logo printed on the disc itself, to have your name and logo on the CD case, and even to have an introductory screen and voice-over customized to your agency’s branding. 

Orthopedic surgeons are very important and highly sought after referral sources.  Almost anything you can legally do to win or retain their loyalty is worthwhile.  All home health administrators and marketing professionals need to purchase the $10 sample video and start planning how to incorporate the video into the agency’s orthopedic programs.  Please go to www.PrepareForJointSurgery.com now.