Opening the gateway to home health care

Traditionally, home health agencies have been passive in seeking out referrals for patient care. Competition and a tighter economy, however, are altering the way they view themselves. Although physicians continue to be the gatekeepers to home health care, agencies must begin to promote themselves to physicians by using effective marketing techniques. Techniques that use a personal approach have been beneficial to the central Massachusetts agencies studied. It is necessary to expand beyond this method, however, and develop the philosophy of collaborative practice with physicians in the delivery of home care.