The Role of Trust in increasing Hospice Referrals in 2023

Trust is a critical factor for any hospice agency looking to increase hospice referral rates. Patients and their families are often making difficult decisions during a highly emotional and vulnerable time, so they need to have confidence in the information and care they will receive. Building trust can significantly impact a hospice agency's ability to attract referrals and ultimately provide better end-of-life care for patients and families. Here's a deep dive based on research into why trust is crucial for hospice agencies in this context:

1. Quality of Care: Trust is closely linked to the perceived quality of care provided by a hospice agency. Research consistently shows that patients and families are more likely to consider hospice care when they believe the agency provides high-quality services. Trust in the agency's ability to deliver compassionate, effective, and comprehensive care is fundamental.
2. Transparency: Transparency between agency and patient/family (from the EOB forward) is a cornerstone of trust. Hospice agencies that are open and honest about their service capabilities up front, what hospice is and isn't and what makes them different from others tend to be more trusted by patients and families. Do not oversell and under deliver. Be transparent and upfront. Educate on hospice criteria and care options, if not hospice. Transparency can help dispel misconceptions and can heavily reduce anxiety regarding choosing end-of-life care and every hospice should educate their teams to be clear on this up front.
3. Emotional Support: Trust is also built through the emotional and spiritual support. Show the empathy that hospice teams provide to patients and their families. Research indicates that families are more likely to refer others to hospice agencies when they have had a positive emotional experience during their loved one's end-of-life journey. Many smaller and non-profit agencies survive on word-of-mouth / community referrals and large agencies who focus on data lose sight of this. Make sure to have a robust support service component. This area can set you apart.
4. Communication: Effective communication is paramount in building trust. Patients and their families should know what hospice is and isn't from the beginning and be kept informed about the care plan, any changes in the patient's condition, and what to expect in the final days. PROACTIVE COMMUNICATION IS KEY HERE. Do not wait for them to call you. This fosters trust in the hospice agency's ability to manage each patient's needs and provides guidance during the most challenging and difficult times.
5. Consistency: Trust is reinforced when hospice agencies consistently deliver on their promises. Consistency in care quality, support, and communication demonstrates reliability, which is vital for building and maintaining trust.
6. Cultural Competency: Research has shown that hospice agencies that demonstrate cultural competency in their care approach are more likely to be trusted by diverse patient populations. Understanding and respecting patients' cultural beliefs and values can significantly impact trust levels. Your agency should reflect the cultural community you serve.
7. Patient and Family Involvement: Involving patients and their families in care decisions from the beginning can help build trust. Research suggests that patients and families who feel their preferences and needs are valued are more likely to refer others to the hospice agency.
8. Staff Competency and Training: Trust is also associated with the competency of the hospice agency's staff. Adequate training and continuous education of healthcare professionals are essential to ensure patients and their families have confidence in the care provided. Education and training is the cornerstone of every high performing, high quality hospice agency.
9. Ethical and Legal Compliance: Hospice agencies that adhere to ethical and legal standards are more likely to gain trust. Compliance with regulations and ethical guidelines not only ensures the safety of patients but also demonstrates integrity. Hospice should be the home to the highest level of ethics. Patients and families deserve it.
10. Positive Referrals: Positive word-of-mouth referrals from satisfied patients and families can significantly boost trust in a hospice agency. Encouraging referrals from current and former clients can create a network of trust that extends the agency's reach.
11. Community Engagement: Hospice agencies that actively engage with the local community can build trust and credibility. Participating in community events, providing educational resources, and collaborating with healthcare providers can establish the agency as a reliable and integral part of the community's healthcare network.
12. Data-driven referrals / CRM: Utilizing platforms such as Trella Health or Salesforce CRM can dramatically improve your referrals and foster accountability amongst the sales team and management. Diversification in each hospice's referral base is also key and utilization claims data to create effective strategies is an absolute must in this current climate. Never have all your eggs in one basket, the market is consolidating, strategic alliances are forming, and you do not want to be left behind in those talks as well. Of course, you can have the best sales and marketing team in the world but if the patient care is not being delivered as promised, you will lose the trust of patients, families. community and your sales team.

In conclusion, trust is a cornerstone for any hospice agency seeking to increase referral rates. Trust is established through quality care, transparency, empathetic communication, cultural competency, and ethical practices. Building and maintaining trust can enhance the reputation of a hospice agency, encourage referrals, and ultimately contribute to better end-of-life care for patients and their families.