Hospice Community Liaison

Madrona Hospice Care•Sonoma, CA

About The Position

The Hospice Marketer / Community Liaison develops and maintains professional referral relationships within the agency’s service area and generates appropriate hospice referrals through ethical, compliant business-development activities. The position serves as a liaison between the hospice agency and hospitals, skilled nursing facilities, assisted living and residential care facilities, physician offices, clinics, case managers, social workers, discharge planners, and other community healthcare partners. The marketer does not determine hospice eligibility or make clinical admission decisions; these decisions remain the responsibility of qualified clinical and medical personnel in accordance with Medicare requirements and agency policy. The role involves managing a territory, maintaining consistent field activity, coordinating referrals with intake and clinical teams, documenting marketing activities, and supporting community education about hospice. Performance may be evaluated using referral-source contacts, accounts developed, qualified referrals, admissions, conversion, account growth, documentation, responsiveness, and agency-established business-development goals. Salary is $85,000–$110,000 base plus OTE commission. The position requires regular travel throughout the assigned territory, a valid driver’s license, reliable transportation, and automobile insurance as required by law. The employee must be able to travel between facilities and community locations, operate a motor vehicle, use standard office equipment, and perform routine physical activities associated with field-based healthcare business development, with reasonable accommodation where required by law. Occasional meetings or community events may occur outside normal business hours.

Requirements

Strong interpersonal and relationship-building skills.
Professional communication and presentation skills.
Ability to develop and manage a healthcare sales territory.
Strong organizational and follow-up skills.
Ability to work independently in the field.
Ability to analyze referral patterns and account opportunities.
Basic understanding of healthcare privacy and compliance requirements.
Ability to collaborate effectively with clinical and operational teams.
Proficiency with CRM systems, spreadsheets, email, and electronic reporting systems as required by the agency.
Valid driver’s license, reliable transportation, and current automobile insurance as required by law.
Ability to travel regularly throughout the assigned territory and attend occasional meetings or community events outside normal business hours.
Ability to travel between healthcare facilities and community locations, operate a motor vehicle, use standard office equipment, and perform routine physical activities associated with field-based healthcare business development, with reasonable accommodation where required by law.
Must not offer anything of value in exchange for referrals, misrepresent hospice eligibility or coverage, pressure patients or referral sources, or disregard patient freedom of choice; must comply with applicable privacy and healthcare requirements and agency policies.

Nice To Haves

Bachelor’s degree in healthcare, business, marketing, communications, or a related field.
Previous hospice, home health, post-acute, hospital, skilled nursing facility, healthcare sales, or business-development experience.
Existing relationships with healthcare referral sources within the assigned territory.
Knowledge of hospice services and the Medicare hospice benefit.

Responsibilities

Develop new hospice referral sources and maintain professional relationships with existing referral partners.
Conduct regular in-person visits to healthcare facilities, physician offices, clinics, and other organizations.
Identify patients who may benefit from a hospice evaluation and facilitate referrals to the hospice intake or clinical team without determining eligibility.
Educate referral partners about hospice philosophy, services, levels of care, eligibility considerations, and referral procedures.
Respond to referral-source inquiries and coordinate communication with intake and clinical teams.
Maintain professional follow-up regarding service concerns and improvement opportunities.
Create and maintain an organized territory plan, account categories, an active pipeline, and weekly priorities.
Identify underserved organizations and develop account-specific strategies to increase appropriate hospice awareness and referrals.
Maintain consistent field activity, with an expected target of approximately 7–10 meaningful professional contacts per business day unless management directs otherwise.
Communicate referrals promptly to intake, obtain or facilitate collection of available documentation, and communicate anticipated discharge dates and plans to appropriate personnel.
Coordinate communication among referral sources, patients and families, intake, and clinical teams; immediately escalate urgent or time-sensitive referrals.
Maintain communication during the referral-to-admission process and follow up professionally when referred patients are not admitted.
Conduct business development in compliance with applicable laws and agency policies, protect patient information, respect patient choice, and report suspected compliance concerns.
Collaborate with intake/admissions, agency leadership, clinical staff, physicians, social workers, spiritual care, business development, billing/authorization, quality, and compliance personnel.
Maintain accurate marketing records and submit activity logs, referral tracking, account documentation, pipeline reports, outcomes, lost-referral analysis, territory plans, and market observations by agency deadlines.
Provide or support community education on hospice and related topics, including the Medicare hospice benefit, levels of care, care settings, advance care planning, end-of-life support, caregiver resources, and referral procedures.