1. OutreachPlan - DebWinterhack
Outreachchangesour perceptionof sellingtohelping –ratherthan convincingpeopletobuysomething
fromus - we are helping,solvingproblems,creatingrelationshipsandopportunities.
Outreachrequiresmotivationto make calls,tostepinside of otherpeople’sbusinessesinorderto
educate andinform.
Outreachrequiresustostepout of the “we we”mentalityof “we dothisand we do that” to creating
opportunitiesof mutual supportof eachother’sbusiness. (i.e. We wanthome care agenciestoreferto
our communities,andhome care agencieswantusto referourbusinesstothemwhenwe are not the
answer.We needtoinvolve theminourcommunitiesassupport)
Outreachisabout buildingrelationships –buildingtrusting,strongrelationshipswhichwill netresults.
Outreachand networkingproduce “qualified”referrals.Whileadvertisingproducesmanyleads,
outreachand networkingproduce qualifiedreferrals.Advertising,while important,tendstoprovide less
immediate results. Qualifiedreferralshave ashorterconversiontime andhigherconversionrates.
Successful outreachandnetworkingrequiresthe abilitytosee the bigpicture,the abilitytowatchthe
communityandcapitalize onopportunities.
For our businesstogrow – we must continuallyexpandandimprove uponournetworkof relationships
and the qualityof those relationships. If youcan nurture andleverage superiorrelationshipswithkey
businesscontacts,youwill,almostautomatically,be more successful inyourbusinesslife.
Essential SkillsforSuccessfulOutreach
 Relationshipbuildingskills –the abilitytocreate andmaintainrelationships
 ListeningSkills –we needtobe able to listenandclarifywhatthe referral source needs
 PresentationSkills–the abilitytodeliverimportantand/orrelevantinformationabout
our communities.
 Time Management– the abilitytoprioritize meetingsandappointments.The abilityto
knowwhere youhave opportunitiesandhow tocapitalize onthose opportunities.
PlanningandImplementationSkills –the abilitytocreate a networkingstrategyandorganize yourself to
execute
Have the rightmind-set.Youmustbelieve thatrelationshipsare important.Youmustbelieve
that youare someone (oryourcompany) withwhomotherpeople wouldwanttohave a
relationship.Youmustalsothinkwell of othersandlearntothinkas much as youcan from the
otherperson’spointof view.
You mustask the right questionsinthe rightwayforthe right reasons.

2. You mustdemonstrate professionalism, integrity,caring,andknowledge,andwhenappropriate,
do unexpected,inexpensive andthoughtful actsbasedonwhatyou learnedaboutthe other
person.
OutreachTargets – Referral Sources
ProfessionalReferral Resources –Those whocan referpeople inimmediate needforassistedliving:
Hospital Social Workers
Hospital Discharge Planners
Consultantsforthe Elderly(i.e.Care Consultants,Resource Directorslike LutheranSocial Services)
IndependentLivingCommunities–SeniorApartments
Geriatric,Internal Medicine,FamilyPractice andNeurologyPhysicians
AgenciesonAging(ADRC,FamilyCare,CountySocial Workers,CommitteesonAging)
GeriatricPsychiatrists
In-patientbehavioralhealthdepartments
Out-patientbehavioralhealth
Trust Officers
NursingHomes
Home HealthAgencies
AdultDay Care Centers
OtherAssistedLiving
GuardianshipCompanies
RepPayee Agencies
Hospice Agencies
SeniorHousingComplexes
EmployerRunClinics

3. BenefitSpecialists/CountySocial Workers
OtherReferral Sourceswhoalsorefer– butare not primary:
Referral agencies
Human Services
WorshipCenters
SeniorCitizenOrganizations(SeniorCenters)
Employee Assistance Program Counselors atlarge employers
Realtors
Podiatrists
Lawyers
Managed Care Organizations
Local Corporate HumanResourcesDepartments
Sub-Acute Centers
Pharmacies
Police andFire Departments –
Funeral Homes – Make sure theirpre-needplannerhasyourinformation,invite themtotourandask
themto presenttoyour communities“Pre-Planningand Preparedness”
HousingAuthority
Withinprofessional referralsandotherreferral sourceswe have distinctgroups. We needtobe mindful
whowe are presentingtoandtailorour presentationsaccordingly. Withphysiciansleanmore toward
the clinical,seniorcitizenorganizationsmore towardssocial anddischarge plannerssomewhereinthe
middle.

4. Locationsto Place Brochures
Library
Hair Salons
Clinics
Hospital brochure racks
Private RehabAgencies
Home Care Agencies
CountyAgencies
Whenbeginninganetworkingstrategy –it isimportantto know where tostart.
Hospital Discharge Planners –Hospital Discharge plannerstendtoleantowarddischargingto
the nursinghome due to the Medicare Part A benefit.But,the bestplace toreceive referralsis
fromthe Transitional Care Unitsandthe Inpatientbehavioral healthdepartment.Also,ER’sand
Urgent Care and therapydepartmentscanalsobe goodsources.There are a few keythingsto
remember:
 Beingavailable –whenthe hospital calls,be there.Make sure youalertyourlocal and
regional hospitalsknowof youravailability.
 Respondveryquickly
 Acceptmove-inswithin24hours whennecessary
 Askfor lunchopportunity –bringinglunchtotheirteamto discussclinical capabilities,
dementiaprogramming,quickadmissionprocess
 Create Social WorkerBlitz – Social WorkerMonth is inMarch
 What type of materialsare appropriate? Isthere a presentationwe shouldmake?
Shouldbe have the headclinician,whenwe hire one,involvedinmeeting
Physicians –lookfor physicianswhohave patientswithlongtermcare needs.
Physicianstoreachout to include neurologists,gerontologistsandinternal medicine. Itiscrucial
to provide qualitycare fortheirpatientsandmake sure theyare alerted toopenings. Other
ideasforphysicians
 Askfor theirlunchschedule (getoncalendarforlunchandlearn) – bringbrochuresand
lunchto educate onyour servicesfortheirpatients
 Askthemif theytake new patientsasyou wouldalsolike torefer.

5.  Findand identifyaphysicianwhocanserve ina consultingandtrainingrole whocould
alsorefer.
 Presentclinical capabilitiestotheirteamat lunch
 What type of materialsare appropriate? Isthere a presentationwe shouldmake?
Shouldbe have the headclinician,whenwe hire one,involvedinmeeting
NursingHomes
 Invite the Administrator,Social Worker,AdmissionDirector,Directorof Nursing,Rehab
Directortour yourbuilding –invite themforlunch
 Nurture the relationshipwiththe Social Workerand AdmissionDirector
 Continue toalertthe nursinghome keypersonnel of youravailability
 Look foropportunitiestopartnerwiththe nursinghome toconductevents.
 Invite the rehabdirectorof the nursinghome tospeakto our residentsaboutremaining
safe inthe home andask nursinghome rehabdirectortohelpwithinour employee in-
service training(safe lifting) etc.
 Invite the nursinghome toplace brochuresinourlocationsforrehabrelationship
Home Care Agencies
 Invite the Home Care Directorand nursingprofessionalstotourour building
 Offerthe home care agency the opportunityplace brochuresinourbuildingandoffer
reciprocal referral relationship.We willreferpeopletothemwhoare not readyfor
placement,buttheywill referpeople backto uswhentheyare.
 Work withhome care agenciestoco-sponsorevents (i.e.HeartlandHome Care and
Hospice co-sponsoredourHave aHeart for SeniorsEvent,Heartlandisspeakingatour
monthlyspeakereventatthe RCAC,CRL and Heartlandare co-sponsoringEthicsand
BoundariesCEUwhere Heartlandisprovidingthe grantforthe speaker)
 Offeropportunitiesforclinicsinyourcommunity –footcare clinic,bloodpressure clinic,
wellnessclinic,anddiabetesscreenings.
AdultDay Centers
 Invite the Directorsandteammemberstotour the community
 Provide CRLbrochuresandinformationtotheirteam –shouldthe life enrichment
coordinatorpresentatthe initial meeting
 Offerin-service ideastotheirteams
 DementiaCare
 Managing ChallengingBehaviorswithDementia
 DiabeticManagement
 BathingwithoutBattles

6. ElderlyConsultingAgencies
 Make sure theyalwayshave brochuresandinformationonhand.
 Provide themwithsuccessstoriesof residentstheyhave referredinthe past.
 Invite themtotour
 Constantlyprovide availabilityinformation
 Provide feedbackonupdatesandqualityimprovements
 Take themto lunch – shouldthe life enrichmentcoordinatorand/orRN participate
Trust Officers
 Invite themtotour
 Provide themwithbrochuresandupdates
 Askthemto speakat the facilityregardingfinancial planning,estateplanning,What
happenswithmy401K, how to planfor retirement,whathappenswhenIturn65 etc.
(Askthemwhattheirtopicsof discussioncouldbe – invite themtobe a part of your
community.)
Once we get ElderLife Financial setupproperlywe shouldshare withthemthisaswell
Scanningthe Horizon – Watching forOpportunities
Where can we do presentationsandprovide educational opportunities?
SeniorCenters
CountySocial WorkersandHuman ServicesOrganizations
Home Care Agencies
Elk’sClub,Kiwanis,Rotary
Church groups
Police DepartmentsandFire Departments –how to handle person’swithdementia(theyare not
criminals – howto approachand talkwithcognitive impaired.Police and Fire are ill-equipped)
Banks(DementiaTraining,offertoholdMonthlyBPClinicatbank withelderlyclientele)

7. Thingsto present:
DementiaEducation,Researchandtreatment –What isdementia?
Types& kindsof dementia - howto manage each type
How to care forsomeone withChallengingBehaviors
CaregiverSupport
How to maintainthe brain – brainaerobicsandbrain games.
Present“WhoisCRL andwhat we do” to Kiwanis&Elk’sClubs
Progressive tourswithSeniorCenter –offertotransportand serve lunchor dinnerinyourcommunity
SponsorEthics& BoundariesCEU– co-sponsorwithhome care agencyor SNF
Alzheimer’sAssociation –Co SponsorDementiaSpecialistTraining
Alzheimer’sAssociation –Co Sponsor or Host FamilyCaregiverConference
Behavioral HealthClinic–Presentourphilosophyof care fordementiapatients,how canwe helptheir
patients,whatsetsusapart.
Memory/Neurology/Psychology –Luncheswithinformationon“Whois CRL? What are our clinical
capabilities,showpictures of the community
Hospital Resource Fair– Suggestandparticipate
Hospital Discharge PlanningDepartments–formal presentationson
DementiaCare,dealingwithchallengingbehavior
Diabetesprogramminginthe longtermcare setting
How to StaySafe and Independent–Invite Home HealthorSNFRehabDepartmenttodemonstrate
Adaptive Equipment
Ideallywe canmake sure the presentationsalwayscomesbacktoCRL andour communities. Canwe do
thisor will thisnotbe well received.

8. What organizationsdowe needtojoin?
DementiaCare Network
SeniorResourcesNetworkingGroups
Alzheimer’sAssociationMemoryWalk – serve oncommittee
What organizationscanwe have hold/hosteventsinourcommunity?
Start a CBRF Manager’s Group - talkaboutnew relevant topics(state sites,changesinthe market)
Host and FacilityAlzheimer’sSupportGroup
Low VisionGroups
Parkinson’sSupportGroups
Diabete’sSupportGroups
Use & Growth of Hospice inAmerica – partnerwithagencywho will outof the home
WhenI’m65 – what do I needtodo,PartnerwithAgingAgency,HumanServices,Elderly
Consultants
DiabetesCare – presentedbyHospital Dietitiantoeitherstaff atin-service andaspublicevent.
Host and SupportAlzheimer’sAssociationEvents –NovemberisAlzheimer’sAwarenessmonth,offerto
hostcandle lightvigil,“Have youLostYour Key’sLately”,DementiaResearch,SignsandSymptomsof
Dementia,Copingwiththe Holidays)
PharmacyPresentations –Medicare PartD Updates
Travel Agencies –Local/State travel opportunities
Insurance Company – Long TermCare Insurance Benefits
Funeral Directors – Pre-planning–whatdo I needtohave covered?

9. What organizations needtobe touringourcommunity? Getpeople inyourcommunity.
BookClubs
CountyMeetings
NetworkingGroups
NeighborhoodWatchgroups
Host communitybingo
Host communityblooddrive
Host Local QuiltingGroup
Host RedHatters,invite themtolunch
SeniorCenterSpaghetti Dinner
SeniorCenterPancake Breakfast
Chamberof Commerce Event
Rotary
Kiwanis
WomeninManagement
Historical Society
Church Groups
Ministerial Association
RealtorGroups

10. RewardPeople forReferring
SendFlowers
Drop off a thank you
Call themfor lunch
Call to thankthempersonally
“Thanksa Latte” – cup of coffee certificate inaCRL mug
Senda picture of the residentinacard showingthemhappyinourcommunities
Otherthingsto thinkaboutand do
Have a SeminarorSpeakingSubjectListavailable toe-mail ordropoff
E-mail anddrop off availabilitytohospital dischargeplannersweekly
Have a testimonialbulletinboardinyourcommunity –tour and show it.