We are excited to introduce a new systemwide sales and marketing resource: Monthly Marketing Campaigns.
Each month, the Home Office Support Team will provide franchise owners with a focused referral marketing campaign built around a specific care need, referral partner pain point, or timely industry topic. These campaigns are designed to give you a clear and practical reason to visit your most important referral partners, start stronger conversations, and bring a helpful leave-behind that reinforces the value 2nd Family can provide.
This is not intended to be a consumer content calendar. The purpose of Monthly Marketing Campaigns is to support your referral sales efforts with hospitals, skilled nursing facilities, home health agencies, hospice providers, geriatric care managers, and other high-value professional relationships.
Consistent referral marketing works best when each visit has a purpose. We've heard your feedback, and we want to provide more purpose in the content that you have to accompany your referral partner meetings. Rather than stopping by simply to “check in,” these monthly campaigns will give you a timely topic, specific talking points, and professionally prepared material that can help you create more meaningful conversations with your referral partners.
Each campaign is designed to help you:
Strengthen relationships with your 20 Golden Accounts
Create a clear reason for monthly referral partner visits
Educate partners on specific care situations 2nd Family can help solve
Position your office as a thoughtful, knowledgeable care resource
Bring useful leave-behind materials instead of generic brochures
Keep your marketing efforts focused and repeatable
Open the door to more specific referral conversations
Your 20 Golden Accounts should be the referral partners in your market that have the greatest potential to become consistent, high-value referral sources. These may include skilled nursing facilities, hospitals, home health agencies, hospice providers, geriatric care managers, and other professional partners who regularly encounter families needing in-home care support.
Our first monthly campaign will launch for the month of August and will focus on the FamilyFirst Transition Program.
The FamilyFirst Transition Program is designed to help families during the first days and weeks home after a hospital, rehab, or skilled nursing discharge. This is one of the most important referral opportunities in our industry because many families are medically cleared to return home but are not fully prepared for the daily care needs that begin once they arrive.
The August campaign will help you speak with referral partners about a common concern:
The discharge may be safe on paper, but fragile at home.
For the August FamilyFirst Transition Program campaign, you will receive:
Campaign Marketing Kit
This includes the campaign overview, positioning language, suggested talking points, referral partner visit guidance, discovery questions, objection handling, and suggested follow-up language.
FamilyFirst Transition Program One-Sheet
This is the printed leave-behind designed to support your referral partner visits during the month of August.
The one-sheet is intended to give your referral partners a simple, practical tool that helps them identify when a client or family may benefit from transition support after discharge. You can access the campaign kit each month in the Branding & Advertising Content section of the support portal, or by going directly to this link.
To get the most value from this campaign, we recommend the following steps:
Start by reviewing the full FamilyFirst Transition Program campaign brief. Pay special attention to the campaign positioning, talking points, referral triggers, and visit script.
The goal is not to memorize the material word for word. The goal is to understand the referral problem this campaign solves so you can speak naturally and confidently with your referral partners.
Before August begins, review your market and, if you've not done so already, finish identifying the 20 Golden referral accounts you most want to strengthen.
These should be the accounts where consistent, professional relationship-building could have the greatest long-term impact on your business.
For this campaign, strong targets may include:
Hospital case managers
Hospital discharge planners
SNF social workers
Rehab discharge planners
Home health marketers or clinical managers
Hospice partners
Geriatric care managers
Care coordination professionals
Printed FamilyFirst Transition Program one-sheets will be available through the 2nd Family Shop inside the Support Portal.
Please order your printed materials now so you have them ready for your August referral visits.
The one-sheet may be customized with your local phone number and email address. Your local website URL may also be customized, but this is optional.
The one-sheet is not just a flyer. It is your reason to stop by.
Instead of saying, “I just wanted to check in,” you can say:
“We’re introducing our FamilyFirst Transition Program this month. It is designed to help families during the first few days home after discharge, when the client may be medically ready but the family still needs support. I wanted to leave this with you as a helpful resource.”
This creates a more specific and professional conversation.
The August campaign is not about broadly promoting home care. It is about helping referral partners solve a very specific problem:
What happens when a client is ready to go home, but the family is not fully ready to manage the care?
Which discharges tend to make your team nervous once the client gets home?
How often do families underestimate how much help will be needed?
Do families sometimes expect home health to provide daily personal care or supervision?
When a client is going home alone, what concerns usually come up?
Would a private-duty transition care option be helpful in those situations?
These questions create a consultative conversation instead of a sales pitch.
After reviewing the campaign brief, please bring any questions to your next coaching call.
Your coach can help you think through which accounts to prioritize, how to position the campaign in your local market, and how to use the material in a way that fits your personal sales style.
Monthly Marketing Campaigns are an optional resource, but we strongly encourage every office to take advantage of them.
These campaigns are being created to make your monthly marketing activity more focused, more professional, and easier to execute. Used consistently, they can help you build stronger referral relationships, stay top-of-mind with your Golden Accounts, and create more meaningful conversations around the care needs 2nd Family is uniquely equipped to support.
Please take the following steps now:
Review the August FamilyFirst Transition Program campaign brief.
Identify the Golden Accounts you want to visit in August.
Order your FamilyFirst Transition Program one-sheets through the 2nd Family Shop in the Support Portal.
Customize the one-sheet with your local phone number and email address.
Bring any questions to your next coaching call.
We are excited to launch this new resource and look forward to seeing how each office uses Monthly Marketing Campaigns to strengthen local referral relationships.