Effective October 1, 2018, Facebook has greatly simplified the targeting options for its paid advertising. Perhaps overreacting to negative press, Facebook removed what it calls the partner targeting information. Facebook previously purchased information on people’s income, home value, number of people in the household, etc., and incorporated this data into its own data for more […]

The Centers for Medicare & Medicaid Services have announced that effective January 1, 2019, they will recognize physician assistants (PAs) as designated hospice attending physicians. Limitations apply, but this may increase the role PAs choose to play in directing hospice referrals, making them more relevant in hospice marketing. PAs still may not conduct the face-to-face […]

Did you know that the effectiveness of BMA's Referral Doubling Strategy is verified by a controlled trial?  How many marketing strategies in home health, physical therapy, or hospice can say that?  As far as we know, the answer is one. We gathered the Medicare cost reports of home health agencies using the Referral Doubling Strategy. […]

Effective October 1, 2018, the Centers for Medicare and Medicaid Services (CMS) will begin value-based purchasing for skilled nursing facilities (SNFs). CMS will base penalties and rewards exclusively on one measure: all-cause, 30-day hospital readmissions. The bottom 40% of SNFs on this measure face a 2% payment penalty from Medicare. Sixty percent of the payments […]

Knowing your audience helps you make better marketing and advertising decisions. Among the most basic and essential demographic characteristics of a target audience are age and gender. Knowing these characteristics will help you better choose both advertising media and messages. It's easy for a single agency to develop a narrow view of who is making […]