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Using Public Relations and Marketing to Generate Referrals and Sales

This article addresses how home health care managers and owners can use marketing and public relations to generate sales leads. It lays out a process: Develop your brand and key messages and then use marketing and public relations tactics, including a cohesive Web site, to reach your target audiences. The key is generating leads through relationship building by identifying referral sources and making certain they know how your company stands out from the crowd. After marketing the firm to the people who are actually making referrals, track the results. The article provides many examples of tips and ideas for generating leads and turning them into sales. A case study presents information relative to how these tips were applied at Kansas City Home Care.

Key Words: home care • sales leads • marketing • public relations • branding • key messages • advertising

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