Targeting Strategy Video Series: Unaffiliated Physicians

By Jess Chew | December 22, 2020

For post-acute care organizations, growing and strengthening your referral network is the key to operational success. In our latest strategic sales and marketing series, we dove into the most common, most effective, and most efficient targeting strategies you can use to improve your referral relationships and grow your post-acute care organization – through both admissions and revenue. In this short video, find out the top tips for targeting physicians in your market who unaffiliated with a post-acute care organization.

How are Unaffiliated Physicians Identified?

Unlike physicians who underutilize post-acute care, those who are unaffiliated understand the value of home health or hospice care. The difference with these physicians is there doesn’t appear to be a trend or pattern to where they’re referring their patients – that is to say, they spread their referrals out across a wide range of post-acute care agencies. This can indicate the physicians who are treating these patients aren’t necessarily the ones making the determination or referral to post-acute care. In many cases, the recommendation ultimately comes from the attending physicians at the hospital, skilled nursing facility, or another downstream setting that the patient has visited.

Why is it Impactful?

When a physician leaves these decisions to their downstream providers, their patients may end up being treated at any number of different agencies. The more agencies the physician’s office is responsible for fielding paperwork to, the more likely things are to get missed or improperly handled. An unaffiliated physician is not officially attached to or connected to one specific agency or group. This is a huge opportunity to showcase who you are as an agency and how you can impact his or her patients’ care with the care you provide. Without a complete view into performance metrics and patient outcomes, they are missing a chance to ensure their patients receive the care most suited to their unique needs.

Better patient care and outcomes depend on finding the right organizations for a given physician’s patient population and ensuring accurate knowledge transfer of patient cases. Creating professional, trusted relationships with your agency can give your referral partners confidence their patients will be well taken care of. And, as good news travels fast, your reputation for excellent patient outcomes will open the door to winning the referrals of other unaffiliated physicians in your network.

Want to know more?

Visit our Resource Center to find all of our targeting strategy content. Or request a demo to see Marketscape from Trella Health in action!


About the Author:

Jess Chew, Vice President, Marketing

With more than 10 years’ experience in healthcare marketing, Jessica not only leads our marketing team but is also a passionate advocate and frequent user of our marketing intelligence solutions. After graduating from the University of Georgia with a bachelor’s in journalism, Jessica got her start in marketing at Gannett, the largest newspaper publisher in America. She thought this entry-level job was the first step on the road to a career as an investigative reporter — but immediately became hooked on marketing. At Trella Health, she’s able to do all the things she loved about journalism — digging for information and insights, helping people share their stories — and she’s also able to make a meaningful difference in the way post-acute care is provided.