Home Health Care Agency
Position Summary
The Sales & Marketing Director is responsible for developing and executing the agency's sales and marketing strategy to drive sustainable growth, increase referrals, strengthen community partnerships, and expand market share. This leadership role oversees all business development, referral management, branding, digital marketing, and community outreach efforts while ensuring compliance with all federal, state, and payer regulations.
The Director will build strong relationships with healthcare providers, hospitals, physicians, rehabilitation centers, skilled nursing facilities, assisted living communities, hospice agencies, case managers, discharge planners, insurance companies, and community organizations to increase referrals and enhance the agency's reputation as a trusted home health provider.
Strategic Leadership
- Develop and execute the agency's annual sales and marketing strategic plan.
- Establish measurable growth objectives, revenue targets, referral goals, and market expansion initiatives.
- Identify new business opportunities, geographic markets, and service line expansion.
- Monitor industry trends, competitor activity, payer changes, and regulatory developments.
- Collaborate with executive leadership to align sales and marketing initiatives with organizational goals.
- Develop annual sales forecasts, budgets, and performance plans.
Business Development
Develop and maintain strong referral relationships with:
- Hospitals
- Physician offices
- Primary Care Providers
- Specialists
- Rehabilitation Hospitals
- Skilled Nursing Facilities (SNFs)
- Assisted Living Facilities (ALFs)
- Adult Day Health Programs
- Senior Centers
- Elder Service Agencies
- Hospice Providers
- Accountable Care Organizations (ACOs)
- Insurance Companies
- Case Managers
- Social Workers
- Discharge Planners
- Community Health Centers
- Behavioral Health Providers
- Government Agencies
- Veterans Programs
- Community Organizations
Responsibilities include:
- Conduct regular in-person visits with referral sources.
- Present agency capabilities and services.
- Develop strategic partnerships.
- Increase referral volume.
- Maintain referral relationships through ongoing communication.
- Identify opportunities for new contracts and partnerships.
- Represent the agency within the healthcare community.
Sales Leadership
- Build, lead, mentor, and coach a high-performing sales and outreach team.
- Develop territory plans and referral growth strategies.
- Establish monthly and annual sales goals.
- Monitor referral conversion rates.
- Track sales pipeline activity.
- Conduct weekly sales meetings.
- Implement performance improvement plans when necessary.
- Recruit, train, and develop business development staff.
- Create incentive programs that reward performance.
Marketing Responsibilities
Develop and oversee comprehensive marketing initiatives including:
Digital Marketing
- Website management
- Search Engine Optimization (SEO)
- Google Business Profile optimization
- Social media strategy
- Paid digital advertising
- Email marketing campaigns
- Content marketing
- Online reputation management
Traditional Marketing
- Print advertising
- Community publications
- Educational seminars
- Health fairs
- Physician luncheons
- Community presentations
- Sponsorship opportunities
- Direct mail campaigns
- Brochures and promotional materials
Brand Management
- Maintain consistent agency branding.
- Strengthen community awareness.
- Ensure all marketing materials comply with healthcare advertising regulations.
- Protect and enhance the agency's reputation.
Community Outreach
Serve as the agency's ambassador by:
- Attending networking events.
- Participating in healthcare conferences.
- Joining community organizations.
- Building relationships with local healthcare leaders.
- Organizing educational events.
- Representing the agency at public events.
- Developing community partnerships.
- Increasing visibility throughout the service area.
Customer Relationship Management (CRM)
- Implement CRM best practices.
- Track referral sources and referral trends.
- Monitor referral conversion rates.
- Develop referral retention strategies.
- Maintain regular communication with referral partners.
- Measure customer satisfaction.
- Resolve referral issues promptly.
- Utilize CRM software to improve efficiency and reporting.
Market Research & Competitive Analysis
- Analyze competitor services and market positioning.
- Monitor demographic trends.
- Identify underserved markets.
- Evaluate payer opportunities.
- Assess referral patterns.
- Recommend new services based on market demand.
- Track healthcare industry trends.
Performance Analytics
Monitor and report key performance indicators (KPIs), including:
- Monthly referrals
- Referral conversion rate
- Admissions
- Revenue growth
- Market share
- Cost per referral
- Return on marketing investment (ROI)
- Referral source activity
- Customer acquisition cost
- Patient satisfaction trends
- Sales pipeline performance
- Marketing campaign effectiveness
Prepare monthly executive reports with strategic recommendations.
Cross-Department Collaboration
Work closely with:
- Executive Leadership
- Clinical Operations
- Nursing Leadership
- Intake Department
- Scheduling
- Human Resources
- Finance
- Compliance
- Quality Assurance
Ensure seamless communication between operations and business development teams to maximize patient satisfaction and referral success.
Regulatory Compliance
Ensure all sales and marketing activities comply with:
- HIPAA Privacy Rules
- Medicare regulations
- Medicaid/MassHealth regulations
- CMS Conditions of Participation
- Anti-Kickback Statute
- Stark Law
- State Department of Public Health regulations
- Agency compliance policies
- Ethical marketing standards
Talent Acquisition & Workforce Development
The Sales & Marketing Director will play a strategic role in ensuring the agency maintains a strong workforce by leading recruitment initiatives and supporting employee retention efforts.
Employee Recruitment
- Develop and implement comprehensive recruitment strategies to attract qualified healthcare professionals, including Registered Nurses (RNs), Licensed Practical Nurses (LPNs), Certified Nursing Assistants (CNAs), Home Health Aides (HHAs), Personal Care Attendants (PCAs), therapists, social workers, and administrative staff.
- Build and maintain relationships with nursing schools, colleges, workforce development organizations, career centers, and professional associations to establish ongoing recruitment pipelines.
- Represent the agency at career fairs, job expos, networking events, and community recruitment initiatives.
- Develop employer branding campaigns that position the agency as an employer of choice within the home health industry.
- Collaborate with Human Resources and department leaders to identify staffing needs and forecast future workforce requirements.
- Utilize digital recruitment platforms, social media, referral programs, and targeted marketing campaigns to attract qualified candidates.
- Monitor recruitment metrics, including applicant flow, time-to-fill, cost-per-hire, and recruitment conversion rates.
Employee Retention
- Develop and implement employee retention strategies designed to improve workforce stability and reduce turnover.
- Collaborate with leadership to strengthen employee engagement, workplace culture, and staff satisfaction.
- Assist in developing recognition and appreciation programs that promote employee morale and retention.
- Analyze turnover trends and recommend corrective actions to improve employee retention.
- Work with Human Resources to improve onboarding, orientation, mentorship, and career development initiatives.
- Support professional development opportunities, continuing education, and leadership development programs.
- Promote internal advancement opportunities and succession planning.
- Gather employee feedback through surveys, interviews, and engagement initiatives to identify opportunities for organizational improvement.
- Partner with department managers to proactively address staffing challenges and workforce planning needs.
Objectives
The Sales & Marketing Director will:
- Increase referral volume and patient census.
- Grow agency revenue while maintaining compliance.
- Expand relationships with key referral sources.
- Improve brand recognition throughout the service area.
- Increase digital presence and online engagement.
- Develop high-performing sales and marketing teams.
- Improve referral conversion rates.
- Increase community partnerships.
- Support expansion into new service areas.
- Drive long-term sustainable growth.
Include the following objectives:
- Develop a sustainable recruitment pipeline to support the agency's continued growth.
- Reduce employee turnover through strategic engagement and retention initiatives.
- Strengthen the agency's reputation as an employer of choice within the home healthcare industry.
- Ensure adequate staffing levels to support quality patient care and operational excellence.
- Collaborate with Human Resources and clinical leadership to meet workforce goals while maintaining compliance with regulatory staffing requirements.
This addition expands the Director's role beyond generating patient referrals to also ensuring the agency has the qualified workforce needed to support growth—making it a more comprehensive executive position focused on both business development and organizational growth.
Preferred Qualifications
- Master's degree (MBA, MHA, or related field).
- Bachelor's degree in Business Administration, Marketing, Healthcare Administration, or a related field.
- Minimum of 5–10 years of progressive sales and marketing experience.
- At least 5 years of leadership experience in home health, hospice, healthcare, senior services, or a related healthcare field.
- Demonstrated success in referral development and healthcare business growth.
- Strong knowledge of Medicare, Medicaid/MassHealth, and healthcare reimbursement.
- Experience managing CRM systems and sales analytics.
- Proven ability to develop strategic partnerships.
- Strong negotiation and presentation skills.
- Excellent written and verbal communication.
- Valid driver's license with the ability to travel throughout the service area.
- Experience with Home Health, Home Care, Hospice, Adult Foster Care (AFC), or other community-based healthcare programs.
- Knowledge of healthcare EMR/CRM platforms (e.g., MatrixCare, Homecare Homebase, WellSky, Salesforce, HubSpot).
- Experience with digital marketing, SEO, Google Ads, and social media campaigns.
- Established relationships with hospitals, physician groups, healthcare systems, and community organizations.
- Certification in healthcare marketing or business development.
Key Competencies
- Strategic Leadership
- Healthcare Business Development
- Relationship Building
- Sales Management
- Marketing Strategy
- Community Engagement
- Negotiation
- Analytical Decision-Making
- Data-Driven Performance Management
- Financial Acumen
- Communication & Public Speaking
- Team Development
- Customer Service Excellence
- Adaptability
- Ethical Leadership
- Regulatory Compliance
Success Measures (First 6 Months)
The successful Sales & Marketing Director will:
- Increase qualified referrals and admissions.
- Expand the agency's active referral network.
- Launch measurable marketing campaigns with positive ROI.
- Improve referral conversion and retention rates.
- Strengthen relationships with hospitals, physicians, and community partners.
- Enhance the agency's brand recognition within the healthcare community.
- Deliver consistent growth while maintaining full regulatory compliance and exceptional patient satisfaction.
This role is an excellent opportunity for motivated professionals eager to make a significant impact through strategic leadership in sales, marketing, and recruitment—driving growth while building lasting client partnerships in a fast-paced corporate environment.
Pay: $75.00 - $85.00 per hour
Benefits:
- 401(k) matching
- Flexible schedule
- Paid time off
Work Location: In person
