Leveraging Data-Driven Insights for Home Care and Hospice Referrals/Territory Planning

Data-Driven Growth in Home Care [Free Webinar]

In today’s competitive home health and hospice market, the utilization of data is the driving force behind successful referral management and strategic growth for any agency. That’s why MTEC’s business data analytics services, combined with tools like Trella Health, offer actionable insights that empower organizations to make better, more informed decisions. Trella Health, a trusted partner of Maxwell, helps us utilize data to identify the right referral targets and gain unmatched market insights. This allows home health and hospice organizations to optimize territory planning, evaluate payors, improve patient reach, and drive sustainable growth. 

The Role of Data in Post-Acute Growth 

The need for data-driven strategies in home health and hospice is undeniable. Identifying high-value referral sources and streamlining sales efforts are critical strategies for achieving and sustaining long-term growth. Without utilizing precise data to make decisions, the management of territories and leads can result in inefficiencies, missed opportunities, and revenue loss on behalf of the agency. 

Maxwell’s advanced analytics solutions, combined with Trella Health’s data, provide unmatched market insights that equip agency sales teams with the information needed to make informed decisions. Examples of these decisions could be determining which referral target is the “correct” one to pursue, or what frequency the agency needs to focus on said target to optimize revenue and customer relationship management (CRM). Utilizing this data allows agencies to spend their time and resources more efficiently—and focus on areas that will drive the most success. Ultimately, this level of data insight helps organizations overcome traditional challenges and unlock new opportunities for expansion. 

Enhancing Home Care Referral Strategies with Data Analytics 

Referral analytics are essential for home health and hospice organizations, providing critical insights that drive success in the industry’s competitive landscape. Comprehensive referral analytics uncover trends that inform strategic sales decisions, such as shifting market demands or untapped opportunities, ensuring agencies stay ahead of industry changes. Utilizing referral data empowers sales teams to focus their efforts on improving efficiency, enhancing patient outcomes, and ultimately driving sustainable growth for the agency. 

MTEC enables teams to identify and track high-value referral sources with the help of Trella Health, ensuring agencies can build and nurture relationships with partners who bring consistent, quality referrals.  Maxwell’s data insights additionally allow organizations to measure and improve referral conversion rates, pinpointing where processes can be optimized to maximize admissions.   

Driving Post-Acute Growth Through Data-Driven Territory Planning 

Optimized territory planning, account allocation, and payor evaluation are essential strategies for post-acute care agencies aiming to drive sustainable growth and improve outcomes. These approaches ensure agencies are not only reaching more patients but doing so in a way that maximizes efficiency and effectiveness. 

Territory Planning 
Strategic territory planning involves analyzing demographic, geographic, and healthcare utilization data to identify underserved areas or regions with high growth potential. By mapping out territories with a data-driven approach, agencies can allocate resources more effectively, reduce overlap, and ensure a more equitable distribution of care. This optimization can lead to better market penetration, especially in areas where patients may lack access to post-acute care services. 

Account Allocation 
Account allocation focuses on assigning specific healthcare providers, referral sources, or accounts to individual team members or departments based on their expertise, relationships, or proximity. A well-structured allocation system reduces inefficiencies and ensures that high-potential accounts receive adequate attention. It also helps teams focus on nurturing relationships with key stakeholders, such as hospitals, physicians, and other referral sources, leading to stronger partnerships and a steady stream of referrals. 

Payor Evaluation 
Payor evaluation is the process of analyzing the financial and operational impact of various payors, such as insurance companies, Medicare and Medicare Advantage, on an agency's revenue and patient outcomes. By understanding which payors align best with the agency's services and financial goals, agencies can prioritize contracts and partnerships that are most beneficial. This evaluation also helps identify gaps in reimbursement or coverage, allowing agencies to advocate for better payor relationships and ensure that patients receive the care they need without undue financial burden. 

Trella Health Data Integration 

Maxwell’s solution partner, Trella Health, offers a suite of capabilities that transform how post-acute agencies approach referrals and territory planning. These include: 

• Market share analysis: Agencies benchmark their performance against their competitors. 

• Provider performance metrics: Agencies can identify and pursue high-potential referral sources.  

• Referral pattern insights: Agencies can understand market referral trends from both institutional and community-based sources. 

When combined with MTEC’s internal referral data, Trella Health data provides a comprehensive market perspective. This synergy enhances decision-making, enabling organizations to target key areas for growth effectively. 

Practical Steps to Leverage Data for Success with Maxwell

To maximize the benefits of data-driven strategies, home care organizations require a structured approach to integrating and utilizing insights. When you partner with Maxwell Tech-Enabled Care, and leverage Trella Health’s data, your agency gains the tools and expertise to turn raw data into actionable strategies. Here’s how your home care agency can get started: 

• Schedule an Assessment:
  Our team of data analytics experts examine your agency’s data to create better clarity and understanding of the numbers.  

• Optimize: 
  Using your assessment insights, our team equips your agency with a comprehensive view of trends, referral patterns, potential territory planning, areas for growth and improvement, and more.   

• Implement:
  After determining focuses for optimization, we provide your team with the tools and knowledge to make better, more informed decisions that drive growth and sustainability. 

• Ongoing Training and Support: 
  We don’t leave our partners in the dust after these steps. Our team continuously supports and trains your team—ultimately fostering strategic alignment and a unified approach to your agency’s needs. This ongoing collaborative planning and support enables post-acute agencies to deliver exceptional care and drive sustainable growth. 

This blog was originally published as "Leveraging Data Analytics for Home Care Referrals & Planning" by Cole Sorensen on February 18, 2025, for Maxwell Healthcare Associates. The Maxwell TEC editorial team has since updated this article to ensure accuracy and relevance.