I am having the following conversation with too many people lately, and wanted to make sure I was able to pass on the same recommendations to you. The question is something like, "Mike, with all of the cuts, competition, and uncertainties out there, how should I budget for sales and marketing?" Today, I provide the answer for not only how you can budget for sales and marketing, but also what steps you can take in 2012 to make it your biggest year for growth.

1) Make sure you are spending your money on highly effective strategies with proven ROIs. You can't afford to spend a single dime unless it is going to drive more referrals. You have to know your cost to generate an admission and the return on investment from your sales efforts.

2) Push for the most Medicare admissions you can drive under current (known) payment - it won't get better going forward so every admission in 2012 is an opportunity to generate greater contribution to gross margin which can be invested in preparing for the future.

3) Your referral management must be best of class. What you spend on driving referrals is wasted if your intake/customer service doesn't trap and convert them into admissions. Click here for information regarding a free mystery call to assess your current intake practices.

4) If you have hospital liaisons, they had better be VERY efficient and productive. Establish productivity standards and train them to create a value add for the hospital. This will ensure success today, and position your agency for the future. Check out Simione's new Hospital Nurse Liaison online eLearning course. For only $1249 you can train ten nurse liaisons - this is a no brainer if you have hospital liaisons! Email TFerris@simione.com for more information.

5) Train your Reps or Liaisons! Simione has the best sales training for home care and hospice, bar none. Send your Reps or Liaisons to Simione Square One Bootcamp and we will send you back a sales professional who will increase their admissions, guaranteed. Have Simione come to your site and deliver customized quarterly sales training to keep the momentum, and have your sales professionals exceed their goals for 2012. The earlier in 2012 we do YOUR training, the sooner you reap the rewards.

*UPDATED - SPECIAL DISCOUNT*
Simione is offering Kinnser's Home Health Blog readers a $100 discount to attend either February or April Square One Boot Camp sales trainings. All you have to do is enter "kinnser" in the shopping cart after you've added either February or April Square One Boot Camp sales training to your cart and you will receive a $100 discount.

Whatever you decide, take action now!


Mike Ferris is principal of Simione Consultants and a nationally recognized expert in Home Care and Hospice Sales, Marketing and Customer Service. Mike has written numerous columns featured in major industry publications, as well as delivered keynotes and speeches at hundreds of industry conferences. He has conducted training workshops on marketing, sales and customer service for home health, hospice and private duty organizations for over 10 years. Additionally, Mike has written the books, ebooks, and training modules that have become the industry benchmarks for Home Care and Hospice Sales, Marketing, and Customer Service. You may reach Mike at mferris@simione.com