1. Personal care for every client, every day.

2. Page 2 of 18
Table of Contents
Foreword…………………………………………………………………………………………..3
Referral Development Methods…………………………………………………………………...4
Tools………………………………………………………………………………………………5
Pitches……………………………………………………………………………………..5
Scripts……………………………………………………………………………………..6
Email………………………………………………………………………………………6
Phone………………………………………………………………………………………8
In Person…………………………………………………………………………………10
Thank You Notes………………………………………………………………………...11
Contact Notes…………………………………………………………………………….12
Marketing Infographic…………………………………………………………………...15
Putting It All Together…………………………………………………………………………...16
Afterword………………………………………………………………………………………...18

3. Page 3 of 18
Foreword
Thank you for taking the time to dedicate yourself to expanding Eisenhower Center’s
services to those in need. Traumatic brain and spinal cord injuries require very specialized care,
and such a unique and niche market requires that same kind of marketing. As Eisenhower
Center emerges as a top contender in quality traumatic brain and spinal cord injury care in
Michigan and throughout the country, we are committed to a strong and viable future for the
communities we serve and for the organization. As Program Coordinators and Unit Managers,
you are in an advantageous position to acquire new contacts and referrals for our company.
Since you will be in contact with potential clients on a daily basis, it is important for externals to
meet the very people with whom they would be working frequently.
You have been tasked with marketing our programs and services to external team
members and new contacts on a consistent basis. While some may be naturally gifted with this
ability, some may need additional support and guidance on how to go about gaining referrals for
prospective clients. In the pages that follow you will find methods and tools that you can utilize
to acquire new business for Eisenhower. As members of an employee-owned company
dedicated to our mission, we must invest in practices that will give us the best outcomes possible
for our organization. Although change is challenging in the beginning, the administration is
confident that implementing these devices will only serve to benefit all stakeholders involved in
the provision of first-rate TBI and spinal cord injury care.

4. Page 4 of 18
Referral Development Methods
Method 1: Make professional and consistent contact with current client team externals, returning
emails, phone calls and answering requests promptly. This is your first and easiest way to show
case managers, guardians, clinicians and others how Eisenhower prioritizes the care we provide
for our clients. These externals will be more inclined to refer new clients when they know we
are on top of any issues or concerns that come up. This is something you probably already do,
and does not take any extra time or effort.
Method 2: When speaking with current externals, be sure to mention any new updates or
features of our services. Talk about any open beds that you have in your unit, and inquire about
any cases they may have that may need placement.
Method 3: Take the list of contacts that you are assigned, and locate the Clinical Director,
Director of Programs, Case Management Director, Director of Physical Medicine and
Rehabilitation or other program director or administrator and call them to set up a time to meet
for coffee, lunch, and/or a tour of Eisenhower’s main campus and/or farm. Be sure to get their
mailing address so that you can send a quick handwritten note thanking them for their time. In
the mailing you can include literature describing Eisenhower’s services. You can also follow up
with an email thanking them for the conversation. Alternatively, you can email first and follow
up with a phone call.
Method 4: Take one day every month to travel with your marketing partner to one of your
assigned contacts. Utilize the time to sit down with them and make a connection over lunch.
You can also use this opportunity to make a new connection that was not originally on your list.
Simply stop in, ask to speak to a manager or admissions director, and drop off some marketing
literature.
Method 5: Create and/or update your LinkedIn profile and connect with your current contacts.
Utilize it to make connections with new externals. You can also use LinkedIn to reach out to
your current contacts or rekindle a lost connection.
Method 6: When networking and meeting new people at golf outings, careers fairs, events like
Survive and Thrive, the Legacy Dinner, Learn over Lunches, etc., when exchanging business
cards, be sure the write detail on the back outlining the date, location and event where you met to
facilitate future contact. It will be much easier to reach out to someone when you can remind
them how and where you met and why.
Method 7: Pave the way to forging a new relationship by sending prospects a small, unique
promotional item ahead of time so that they have an idea of who you are before you contact
them. Include a short note describing Eisenhower Center and our services.

5. Page 5 of 18
Tools
 Pitches
Below is a quick, 45-second “elevator pitch” that can be utilized as a way to introduce
Eisenhower Center to someone who is unfamiliar with our company or our industry and briefly
explain what we do. There are two versions of the pitch: one for people familiar with medical
and TBI terminology, and one for those less comfortable with industry jargon.
Version 1 (for someone familiar with industry terms)
“We are a rehabilitation center for people with traumatic brain and spinal cord injuries. We are
a residential facility with units dedicated to providing services for specific TBI concerns from
neuro-medical and neurobehavioral cases, to supported apartment living and semi-independent
living. Our core services include nursing and health education, supported employment, and
recreational therapy and activities. Our clinical services include Physical Therapy,
Occupational Therapy, Speech Language Pathology and Counseling, which are also offered on
an outpatient basis. Our treatment plans are tailored to the individual so that we can provide
them personal individualized care.”
Version 2 (for someone unfamiliar with health care and industry terminology)
“We are a rehabilitation center for people with traumatic brain and spinal cord injuries. We are
a residential facility with units dedicated to providing services for specific brain injury concerns.
Because the brain controls the entire body, once the brain is injured, any aspect of the body’s
functions can become impaired. A person might not be able to swallow properly any more, may
become incontinent, may develop impulse control problems or be unable to interpret facial
expressions or have trouble processing information. Eisenhower’s units are specific to these
kinds of concerns. In order to aid in the rehabilitation process, we also include nursing and
health education, supported employment, and recreational therapy and activities. Our clinical
services include Physical Therapy, Occupational Therapy, Speech & Language Therapy and
Counseling, which are also offered to non-residents. Everything is tailored to the individual so
that we can provide them personal individualized care.”
These pitches are just samples and can be adjusted to sound more natural for you, tailored to
the situation or interchanged depending on your comfort level. Each version ensures that the
basic information describing Eisenhower Center is included.

6. Page 6 of 18
 Scripts
When connecting with externals and new contacts, utilize the following scripts to
facilitate connections and ensure that the necessary information is included in your
conversations.
 Email
First Contact
Subject: TBI/Spinal Cord Injury Patients/Clients
Body:
Mr./Ms. _________________________________,
My name is [insert name] and I would like to reach out to inform you of the services we
offer at Eisenhower Center. We are a rehabilitation center for people with traumatic
brain and spinal cord injuries. We are a residential facility with units dedicated to
providing services for specific TBI concerns from neuro-medical and neurobehavioral
cases, to supported apartment living and semi-independent living. Our core services
include nursing and health education, supported employment, and recreational therapy
and activities. Our clinical services include Physical Therapy, Occupational Therapy,
Speech Language Pathology and Counseling, which are also offered on an outpatient
basis. Our treatment plans are tailored to the individual so that we can provide them
personal individualized care.
Right now, as a/n [insert position], you are in a perfect position to assist those affected by
traumatic brain injuries in getting the rehabilitation that they need. I would love to
personally partner with you to discuss how we can help more clients find success. Is there
a time we could talk on the phone or meet for lunch? I have attached our infographic for
further information. Thank you for your time.
Sincerely,
XXX
Program Coordinator/Neurobehavioral Unit Manager*
(XXX) XXX-XXXX

7. Page 7 of 18
Follow-Up
Subject: Eisenhower Center Follow Up
Body:
Mr./Ms. _________________________________,
I just wanted to take a moment to follow up with you regarding our conversation/meeting
on [date] at [location]. We talked a little bit about the challenges facing someone in your
position and how Eisenhower might help to serve your needs, and [insert additional
detail]. Please let me know how I can help.
Best,
XXX
Program Coordinator/Supported Suites Unit Manager*
(XXX) XXX-XXXX
Relationship-building
Subject: How are things?
Body:
Mr./Ms. _________________________________,
I just wanted to touch base with you to see how you are doing, talk about/update you on
our case(s) and see what you might need help with. Because you work with
____________________-type clients, we would be able to accommodate them in our
_____________________ unit where we have _______ open beds.
As you are searching for the best treatment options for your clients, please keep
us in mind as a resource for you.
Regards,
XXX
Program Coordinator/Neuro-medical Unit Manager*
(XXX) XXX-XXXX

8. Page 8 of 18
*When you are listing your position, be sure to indicate which kind of unit you are in. For
example, if you’re in North or Congregate, indicate that you are in the Neurobehavioral or
Substance Abuse Unit. Instead of saying East Hall or Moriah Hall, indicate that you are in
Supported Suites. If you are in the apartments, be sure to list that you are in Supported
Apartments.
 Phone
Similarly, the email scripts may be utilized over the phone as well. The approach varies
slightly, but the basic message is the same.
First Contact
“Hello, [name]. This is _________________with Eisenhower Center. I know that you
are the [position] over at [location]. We specialize in the rehabilitation of people who have
suffered a traumatic brain or spinal cord injury, with a particular specialty in behavioral clients.
I’d like to take just a few minutes to discuss with you how some of our programs might meet your
needs.
We are a rehabilitation center for people with traumatic brain and spinal cord injuries.
We are a residential facility with units dedicated to providing services for specific TBI concerns
from neuro-medical and neurobehavioral cases, to supported apartment living and semi-
independent living. Our core services include nursing and health education, supported
employment, and recreational therapy and activities. Our clinical services include Physical
Therapy, Occupational Therapy, Speech Language Pathology and Counseling, which are also
offered on an outpatient basis. Our treatment plans are tailored to the individual so that we can
provide them personal individualized care.
I’d like to set up a time to meet next week to talk to you a little more in depth about
Eisenhower and how we can help each other. Do you have time next _________________?
Which day is good for you?”

9. Page 9 of 18
Voicemail
“Hello, [name]. My name is _________________and I’m a [insert position] at
Eisenhower Center, a rehabilitation center for people with traumatic brain and spinal cord
injuries. I’d like to talk with you about how some of our programs might help meet your needs.
If you could return my call at XXX-XXX-XXXX, I’d be happy to speak with you regarding our
services. Once again my name is ___________________ with Eisenhower Center, and my
number is XXX-XXX-XXXX. Thank you, and have a great day.”
Follow-Up
“Hi [name] this is ______________ over at Eisenhower Center. How are you? I just
wanted to take a moment to follow up with you regarding our conversation/meeting on [date] at
[location]. We talked a little bit about the challenges you face at __________________ and how
Eisenhower might help to serve your needs [insert additional detail]. Do you have any questions
about us or any of our programs? Is there any way that we can assist you?
Thank you so much for your time. Have a great day.”
Relationship-building
“Hi [name] this is ______________ over at Eisenhower Center. How are you? I just
wanted to touch base with you to see how you are doing, talk about/update you on our case(s)
and see what you might need help with.
We do have _______ open beds in our ___________ unit and we’d be able to
accommodate someone immediately.
It was great catching up with you. Keep us in mind as a resource for you for future
reference. Thank you for your time, and have a great day.”

10. Page 10 of 18
 In Person
First Contact
“Thank you for taking the time to meet with us today. We won’t take up too much of your
time today, but we just wanted to meet face-to-face to talk with you a little bit more in depth
about who we are, what we do, and how we might be able to form a working relationship with
each other.
(Utilize the Contact Notes Checklist to inform contact about Eisenhower’s services. Be sure to
give them a marketing packet.)
Do you have any questions about us or any of our services? Do you have a business card so that
we can follow up with you? Thank you so much for your time. We’ll be in touch.”
Again, these scripts are just samples, and they can be changed to suit the scenario. These
tools can simply provide a starting point for your marketing efforts.

11. Page 11 of 18
 Thank You Notes
After meeting with someone, it is important to send a thank you note expressing
your gratitude for their time and attention. A simple handwritten message like the one
below will go a long way to facilitating future contact.
Mr./Ms. ________________________.
Thank you for meeting with me/us on _____________ for lunch. We appreciate
you taking time to speak with us about Eisenhower Center. Please keep us in mind as
a resource for you.
Many regards,
________________________________, [position]
XXX-XXX-XXXX
someone@eisenhowercenter.com
 Contact Notes & Checklist
In order to streamline and simplify contact meetings and notes, the following forms have
been provided to you beginning on page 12. These forms will allow you a formula for
contact talking points while simultaneously serving as the contact notes themselves. Once
you have filled out the form, keep a copy for your records and a copy to turn into the Vice
President of Operations during the weekly Program Coordinator meeting.

12. Page 12 of 18
New Contact Notes Checklist
Name: _______________________________ Position: ______________ Unit: ____________________________
Date: _____________ Time: ___________ a.m./p.m. Location: _________________________________________
Contact Person___________________________ Position: ________________________Phone:________________
Email: ___________________________ Address: ___________________________________________________
Talking Points
Must discuss:
 We are a licensed residential Adult Foster Care facility
 We are CARF-accredited
 Many of our clients are funded by auto no-fault
 We offer a variety of environments to suit the individual from neurobehavioral and
neuro-medical to supported apartments and semi-independent living
 Our core services include supported employment, substance abuse counseling, behavior
analysis, nursing & health education, recreational and music therapy
 We offer vocational services (skill building, education, employmentfarm where clients
can live and/or work (Enrichment Center)
 All care is individualized to cater to each client’s unique needs
 How can we help you?
 Best way to contact them
Additional topics:
 Encore House- group home for elderly clients
 Paradise House- extension of our Ann Arbor location in the Upper Peninsula (licensed
and CARF-accredited)
 Hoop House
 After the Impact – a program for men and women recovering from injuries acquired while
participating in professional sports and military service
 ALTBI- Assisted Living for Traumatic Bain Injury Veterans (Loft)
 Open beds in unit
Additional Notes, Comments, Ideas, Concerns:

13. Page 13 of 18
External Contact Notes Checklist
Name: ___________________________________ Position: ________________ Unit: ___________________
Date: _____________ Time: ___________ a.m./p.m. Client: ________________________________________
Method of contact: Email Phone Face-to-Face Contact:  Guardian  Conservator  Family
 Case Manager  Adjuster  Physician  Lawyer  Parole Officer  Other _______________________
Purpose: Update Weekly Client Meeting Team Meeting Other __________________
Topics to discuss:
 Program changes since last contact
________________________________________________________________________
________________________________________________________________________
 Progress in
o PT _______________________________________________________________
o OT ______________________________________________________________
o Speech ___________________________________________________________
o Counseling ________________________________________________________
o Rec ______________________________________________________________
o Music ____________________________________________________________
 Behavioral Concerns or Improvements
________________________________________________________________________
________________________________________________________________________
 Vocational/Educational Concerns or Improvements
________________________________________________________________________
________________________________________________________________________
 Medical Appointments
________________________________________________________________________
________________________________________________________________________
 Home visits or Sign-outs
________________________________________________________________________
________________________________________________________________________
 Other/Anecdotal
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

14. Page 14 of 18
Follow-up & Relationship-Building Notes Checklist
Name: ___________________________________ Position: ________________ Unit: ___________________
Date: _____________ Time: ___________ a.m./p.m. Location: Email Phone Face-to-Face
Contact Person: __________________________________ Position: _____________________________________
 Reiterate/summarize previous topics discussed
________________________________________________________________________
________________________________________________________________________
 Indicate how Eisenhower can serve their unique needs
________________________________________________________________________
________________________________________________________________________
 Include details specific to contact’s position
________________________________________________________________________
________________________________________________________________________
 Ask how else we can help them
________________________________________________________________________
________________________________________________________________________
 Best way to keep in contact
________________________________________________________________________
________________________________________________________________________

15. Page 15 of 18
 Marketing Infographic
You may utilize this infographic as a way to enhance your email correspondence to give
potential new affiliates a snapshot of what Eisenhower has to offer. Simply attach the file to the
email before sending it out.

16. Page 16 of 18
Putting It All Together
Learning how to market and putting yourself out there can be frightening and daunting
tasks. By utilizing the above tools and strategies, you will have a starting point for referral
success.
Still unsure where to begin? Let’s start with a brand new contact scenario.
On your list of organizations to reach out to is the Ohio Department of Mental Health &
Addiction Services. Look for a program director or resource advocate. On the website you can
find the Director, Tracy J. Plouck, and the Medical Director, Mark Hurst, M.D. Either one of
these people would be suitable contacts. Since only their phone numbers are listed on the
website, you will have to make a phone call. If you are nervous about taking this step, you can
break the ice by sending out a small promotional item to them in advance. This way they will be
able to recall Eisenhower Center when you call them. Print out the “New Contact Notes
Checklist” and have it in front of you before you call. Call them up and utilize the “First
Contact” phone script to get started. Ask for an email address so that you can send them a
confirmation for the meeting you have set up and attach the infographic, or just send them an
email thanking them for their time and attach the infographic. If you have to leave a voicemail,
simply use the “Voicemail” script. Do not fill out a contact notes checklist. Just make a record
of the call that you have made to present to the VP of Operations at the PC meeting. Be sure to
call the day before your meeting to confirm your appointment, or call them the next week to
follow up if you left a voicemail. If you were not able to secure a meeting, be sure to make a
follow up phone call a month after your initial contact to check in and see if they need placement
for their patients/clients. After that a monthly follow-up relationship-building email will suffice.
The following flowchart on page 17 outlines this basic process.

17. Page 17 of 18
New Contact Flowchart
Locate
contact
Send out
promotional item
One week later…
Send email and
attach infographic
Make phone
call
Follow up
phone call
OR
Did you
talk?
One week later…
Yes No
Leave
Voicemail
First Contact
phone script
START
HERE
One week later… One week later…
Follow up email w/
infographic or call
Monthly follow up
phone call or email

18. Page 18 of 18
Afterword
Using these tools can help make referral development easier. With time and practice, you
will become more comfortable with marketing, and your efforts will turn referrals into admits.
As long as you team up with your partner, utilize the tools, methods and strategies that have been
provided and make strong and consistent contact, you will be successful. If you are having
trouble marketing or have any other questions or concerns, be sure to contact the VP of
Operations for support.
***All of the files are available on the (P:) drive under “Referral Development.”***