Department: Sales
Reports To: Vice President of Sales
Employment Status: Full-Time, Exempt Position
Type: Field-Based
Territory: Assigned geographic area
Position Summary
The Private Duty Area Sales Marketer is a field-based sales and marketing position responsible for generating qualified referrals and growing private duty businesses within an assigned territory. The position develops relationships with healthcare providers, senior-care professionals, community organizations, prospective clients, and families to promote Working Nurses Homecare’s private duty services.
The Area Sales Marketer is expected to spend most working hours in the field conducting referral-source visits, presentations, networking, community outreach, and timely follow-up. Success is measured through sales activity, qualified referrals, new client admissions, service hours, revenue growth, and referral-source development.
Essential Duties and Responsibilities
Referral Generation and Territory Development
· Develop and execute a territory sales plan to generate qualified private duty referrals and new client admissions.
· Identify, visit, and develop relationships with hospitals, rehabilitation facilities, skilled nursing facilities, assisted living facilities, independent living communities, physician offices, case managers, social workers, discharge planners, elder-law attorneys, senior-care professionals, and community organizations.
· Conduct consistent in-person visits with new and existing referral sources throughout the assigned territory.
· Identify prospective clients who may benefit from private duty nursing, personal care, companion, homemaker, respite, or other available services.
· Educate referral sources, prospective clients, and families about the company’s services, service areas, rates, payment options, and referral process.
· Generate referrals that align with the company’s service capabilities and caregiver availability.
· Build and maintain a productive referral pipeline through prospecting, networking, presentations, community events, telephone outreach, email communication, and follow-up.
· Establish new referral relationships while strengthening and expanding existing accounts.
· Identify market trends, competitor activity, and new business opportunities within the assigned territory.
Field Sales and Marketing Activities
· Maintain a consistent field presence and follow an organized weekly territory-visit schedule.
· Conduct presentations, in-services, facility meetings, lunch-and-learns, and educational sessions for referral partners and community organizations.
· Attend networking events, health fairs, senior events, professional association meetings, and other community activities.
· Distribute approved marketing materials and ensure the company’s services are presented accurately and professionally.
· Represent Working Nurses Homecare in a manner that reflects the organization’s values, professionalism, and commitment to quality care.
· Maintain regular contact with referral sources through scheduled visits and meaningful follow-up.
· Manage the assigned territory efficiently by prioritizing high-potential accounts and minimizing nonproductive travel.
Referral Follow-Up and Conversion
· Respond promptly to referral opportunities and communicate referral information to the appropriate internal department.
· Obtain and accurately communicate the information needed to evaluate and process each referral.
· Work closely with Intake, Scheduling, Clinical Services, and Operations to support timely referral processing and service initiation.
· Follow up with referral sources, prospective clients, and families throughout the intake and admission process.
· Help identify and resolve barriers that may prevent or delay the start of services.
· Maintain communication with referral sources after services begin to strengthen the relationship and encourage future referrals.
· Ensure that all sales and marketing practices comply with HIPAA, company policy, and applicable healthcare marketing regulations.
Sales Goals and Reporting
· Meet or exceed established monthly, quarterly, and annual goals for qualified referrals, new admissions, billable service hours, and revenue.
· Achieve established expectations for daily field activity, referral-source visits, new account development, presentations, networking events, and follow-up.
· Maintain accurate and current records of field visits, contacts, referrals, follow-up activities, and outcomes in the company’s designated tracking system.
· Submit required activity reports, mileage records, expense reports, calendars, and sales updates accurately and on time.
· Participate in sales meetings, individual performance reviews, pipeline discussions, and territory-planning sessions.
· Track referral-source productivity and adjust outreach efforts based on results.
· Provide leadership with updates regarding referral trends, market opportunities, competitive activity, and barriers to growth.
Qualifications
· Bachelor’s degree in marketing, business administration, healthcare administration, communications, or a related field preferred.
· At least two years of field sales, healthcare marketing, home care, home health, senior care, or business-development experience preferred.
· Demonstrated ability to generate referrals, develop professional relationships, and meet sales goals.
· Established relationships within the assigned healthcare or senior-care market are strongly preferred.
· Knowledge of private duty home care services and the needs of seniors, individuals with disabilities, and their families is preferred.
· Valid driver’s license, reliable transportation, and current automobile insurance are required.
· Ability to travel daily throughout the assigned territory.
Knowledge, Skills, and Abilities
· Strong prospecting, networking, relationship-building, and consultative sales skills.
· Excellent verbal, written, interpersonal, and presentation skills.
· Ability to establish credibility with healthcare professionals, clients, and families.
· Strong organizational, territory-management, and time-management skills.
· Consistent follow-through and attention to detail.
· Ability to work independently in the field while remaining accountable for activities and results.
· Ability to manage multiple referral opportunities and priorities simultaneously.
· Professional appearance and demeanor.
· Ability to communicate with compassion and sensitivity when speaking with individuals and families about care needs.
· Ability to adapt sales strategies based on referral patterns, market conditions, and organizational capacity.
· Results-oriented approach with a strong sense of urgency.
Core Competencies
· Commitment to the Customer: Provides responsive, compassionate, and professional service to referral partners, prospective clients, and families.
· Teamwork and Collaboration: Works effectively with Intake, Scheduling, Clinical Services, and Operations to support successful admissions.
· Respect and Integrity: Communicates honestly, protects confidential information, and follows ethical healthcare marketing practices.
· Accountability and Dependability: Takes ownership of territory activity, follow-up responsibilities, reporting, and sales results.
· Initiative and Adaptability: Proactively identifies new referral opportunities and adjusts sales strategies as business needs change.
· Results Orientation: Maintains consistent focus on qualified referrals, admissions, service hours, and revenue growth.
Working Conditions and Physical Requirements
· This is primarily a field-based position requiring frequent local travel.
· The employee will regularly visit healthcare facilities, senior communities, professional offices, client residences, and community events.
· Occasional office attendance is required for meetings, training, reporting, and other business needs.
· Must be able to sit, stand, walk, and drive for extended periods.
· Must be able to operate a computer, telephone, and other standard office equipment.
· Must be able to occasionally lift and carry marketing materials weighing up to 25 pounds.
· Some evening and weekend availability may be required for networking and community events.
Additional Requirements
The employee must comply with all Working Nurses Homecare policies, HIPAA requirements, applicable federal and state regulations, and ethical standards governing healthcare marketing and referral relationships. This job description is not intended to include every duty that may be assigned. Responsibilities may be modified based on the organization’s operational needs.
Employee Acknowledgment
I acknowledge that I have received and reviewed this job description. I understand the duties and performance expectations of the Private Duty Area Sales Marketer position and understand that responsibilities may be revised based on business needs.
Employee Name:
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ition Title: Private Duty Sales Marketer
