Technology is becoming increasingly important in hospice sales and marketing, but it can’t replace the human touch, according to provider leaders
One of the most proliferating sets of technologies sweeping the hospice space and many other industries right now is artificial intelligence (AI). While AI can be a tool to generate referral growth and streamline operations, building person-to-person relationships is more important, Craig Dresang, CEO of the nonprofit hospice provider YoloCares, said during a Hospice News webinar.
“Nothing will replace relationship management person to person. AI is a tool to be used. We use AI here in a number of ways,” Dresang told Hospice News. “There are a number of ways that AI can be used as a tool, but nothing will replace good old-fashioned people skills and relationship management skills.”
Being present for referral partners and maintaining open lines of communication are essential practices in hospice sales and marketing. Frequent visits and embedding sales and intake staff in referral partners’ facilities or offices can help integrate hospice representatives within a healthcare providers “ecosystem,” community liaison for Three Oaks Hospice
“Something that I just recently started was to kind of integrate myself within these ecosystems of different facilities or hospitals, so when something happens I become that go-to person,” McClinton told Hospice News. “I believe that once you position yourself as a go-to, integrated within a system, it’s not such a question of who do we give these referrals to. I know it’s going to be Josh, because he’s here all the time.”
However, technology can also play a role in building and maintaining these relationships. Hospices should consider adopting Consumer Relationship Management (CRM) systems, Jen Malko, vice president of business development for Haven Hospice, said during the webinar
CRM can help hospices prioritize referral partners and identify trends in those relationships They can track how often hospice representatives have visited a facility and how many calls it took to get a referral. They can also provide data on how many of those referrals resulted in admissions and what the length of stay was for those patients
Social media engagement is also key, Malko indicated
“You can look at all those data points and determine how much time your team needs to spend there, and if you need to assign someone there,” Malko told Hospice News. “I think then about digital trends and ways in which we need to increase awareness. I’m really proud at Haven that we’ve had a videographer, social media person for years. It really brings people in.”
Companies featured in this article:
Haven Hospice, Three Oaks Hospice, YoloCares
