Building Hospice Referrals: Proven Strategies to Grow Your Agency

Referrals are the heartbeat of hospice growth. Without a steady flow of new patients, even the most compassionate hospice can struggle to maintain sustainability. Yet many agencies find themselves asking the same question: How do we build consistent hospice referrals in a highly competitive market?

The answer lies in a deliberate mix of relationship building, compliance, marketing, and community outreach. In this guide, we’ll explore proven strategies that top-performing hospices use to expand their referral base—and how HealthBridge Consulting can help your agency achieve the same success.

Why Hospice Referrals Matter

• Sustainable Growth: Referrals drive census stability, which directly impacts reimbursement and financial health.

• Reputation Building: Strong referral partnerships enhance credibility within the healthcare community.

• Access to Care: More referrals mean more patients and families benefit from hospice services when they need it most.

Proven Strategies to Build Hospice Referrals

1. Strengthen Physician Relationships

Physicians are often the primary gatekeepers of hospice referrals. To build trust:

• Provide timely updates about their patients.

• Demonstrate clinical excellence with strong documentation and patient outcomes.

• Offer educational sessions on hospice eligibility, Medicare guidelines, and symptom management.

Tip: A responsive hospice team that makes the physician’s job easier will earn more referrals.

2. Partner with Hospitals and Skilled Nursing Facilities (SNFs)

Case managers, discharge planners, and SNF administrators are critical referral sources. Build partnerships by:

• Having a dedicated liaison who visits facilities regularly.

• Showing how hospice can reduce readmissions and improve quality scores.

• Providing clear admission criteria checklists for quick decision-making.

3. Educate the Community

Hospice is often misunderstood. Community outreach can generate referrals directly from families:

• Host workshops on advance care planning, palliative vs. hospice care, and caregiver support.

• Collaborate with faith-based organizations and senior centers.

• Build a digital presence (blogs, social media, newsletters) to educate the public on when and why to consider hospice.

4. Train Your Staff as Referral Ambassadors

Every staff member is a potential referral builder. Empower them to:

• Explain hospice eligibility confidently.

• Share success stories (while maintaining HIPAA compliance).

• Represent the agency professionally in the community.

5. Leverage Technology and Data

Hospices that track referral patterns can focus on what works. Best practices include:

• Using a CRM system to monitor referral sources.

• Tracking conversion rates (how many inquiries become admissions).

• Identifying gaps (e.g., strong physician referrals but weak community outreach).

6. Differentiate Your Agency

To stand out in a competitive market:

• Highlight unique programs (e.g., veteran-focused care, dementia support, holistic therapies).

• Showcase family satisfaction scores and testimonials.

• Emphasize fast response times (same-day admissions, 24/7 availability).

Compliance and Referrals: Staying Within Regulations

It’s important to remember that building referrals must be done ethically and within the rules of Medicare and CMS. Avoid common pitfalls such as:

• Offering financial incentives for referrals.

• Using misleading marketing language.

• Under-documenting eligibility just to admit patients.

HealthBridge Consulting helps agencies grow referrals while staying fully compliant with CMS and CDPH regulations.

Real-World Example: Turning Referrals Into Growth

One California hospice struggled with low referral volume despite having strong clinical outcomes. After a review, it became clear that:

• Physicians weren’t receiving timely updates.

• The community misunderstood hospice eligibility.

• Staff lacked confidence in explaining hospice services.

By implementing staff training, physician outreach, and a targeted community campaign, the hospice doubled referrals within 12 months—all while remaining compliant.

How HealthBridge Consulting Supports Referral Growth

At HealthBridge Consulting, we partner with hospices to create customized referral growth strategies, including:

• Referral Source Mapping – Identify and prioritize high-value physicians, facilities, and community partners.

• Staff Training Programs – Teach staff to be effective referral ambassadors.

• Compliance-First Marketing – Build visibility while avoiding regulatory risks.

• CRM and Data Analytics Support – Track referral performance and optimize efforts.

• Community Education Campaigns – Increase awareness and family-driven referrals.

With our expertise, your agency can grow referrals sustainably, ethically, and effectively.

Final Takeaway

Growing hospice referrals is about more than marketing—it’s about building trust, relationships, and awareness. By investing in physician partnerships, staff training, community outreach, and compliance-focused strategies, hospices can thrive in even the most competitive environments.

Contact HealthBridge Consulting today to build a referral growth plan tailored to your hospice agency.