Home Health Marketing Representative

Statement of Purpose:

The Marketing Representative is responsible for developing and implementing marketing strategies to enhance the agency’s visibility, drive patient referrals, and foster relationships with healthcare providers and the community. This role ensures that all marketing activities comply with Medicare Conditions of Participation (CoPs), Anti-Kickback Statutes, and Stark Law regulations, maintaining ethical and legal standards in all outreach efforts.

Essential Tasks, Duties, & Responsibilities:

• Business Development & Referral Management:
  • Establish and maintain relationships with hospitals, physicians, discharge planners, skilled nursing facilities (SNFs), assisted living facilities (ALFs), and community organizations to drive patient referrals.
  • Represent the agency at networking events, healthcare forums, and community outreach programs to expand brand awareness and strengthen referral sources.
  • Collaborate with the Administrator and Managing Partners to develop and maintain strategic partnerships in compliance with all regulatory guidelines.
• Marketing Strategy & Brand Awareness:
  • Develop and execute marketing plans that align with agency goals and regulatory requirements.
  • Oversee the creation of marketing materials (brochures, digital content, presentations, social media updates, and advertising campaigns) that reflect the agency’s services and values.
  • Ensure that all branding, messaging, and public communications comply with Medicare, HIPAA, and home health advertising regulations.
  • Monitor and enhance the agency’s online presence, including website content, social media engagement, and digital reputation management.
• Compliance & Ethical Marketing Practices:
  • Adhere to Medicare Conditions of Participation (CoPs), Anti-Kickback Statutes, and Stark Law to ensure all marketing and referral activities remain compliant.
  • Avoid any improper inducements, financial incentives, or referral-based compensation arrangements that could violate Medicare and Medicaid guidelines.
  • Educate staff and referral sources on appropriate referral processes and ethical marketing practices.
• Community Outreach & Education:
  • Organize and participate in community events, health fairs, and educational seminars to promote awareness of home health services.
  • Develop patient education materials to inform potential clients and their families about the benefits of home health care.
  • Serve as a liaison between the agency and the community, ensuring accurate information is provided to potential clients and referral sources.
• Data Tracking & Performance Analysis:
  • Track referral sources, lead generation, and conversion rates to measure marketing effectiveness.
  • Provide regular reports to leadership on referral trends, marketing campaign success, and outreach initiatives.
  • Analyze marketing efforts and adjust strategies to improve return on investment (ROI) and overall impact.

Qualifications for Employment:

• Experience in healthcare marketing, business development, or community outreach (home health or healthcare industry preferred).
• Knowledge of Medicare/Medicaid regulations, CoPs, Anti-Kickback Statutes, and Stark Law (or willingness to learn).
• Strong communication, relationship-building, and public speaking skills.
• Ability to develop marketing materials, manage digital content, and engage in community outreach.
• Familiarity with CRM software, referral tracking systems, and digital marketing tools (preferred but not required).

Work Environment & Commitment:

• Works on-site and in the field to engage referral sources and community partners.
• Participates in weekly marketing meetings, compliance training, and strategic planning sessions.
• Adheres to all state and federal laws governing home health marketing and referral relationships.