LTC@H Marketing 101

Pharmacy owners, pharmacy managers, marketing leads

Marketing an LTC@H pharmacy program is different from marketing a retail pharmacy. Your audience is not the general public — it is a specific set of referral partners (home health agencies, physicians, discharge planners) and a specific patient population (elderly, homebound, or functionally limited individuals managing complex medication regimens). Effective LTC@H marketing is clinical credibility marketing, not consumer advertising.

Referral partners

• Home health agencies, hospital discharge planners, primary care physicians, and Medicaid waiver case managers
• These are your highest-leverage audience — one home health agency relationship can generate 10 to 20 patient referrals per year
• Message: clinical excellence, compliance packaging, 24/7 pharmacist access, care coordination documentation

Patients and caregivers

• Existing pharmacy patients who may qualify for LTC@H services
• Community members whose caregivers are looking for better medication management support
• Message: simplicity, reliability, clinical oversight, and the caregiver's peace of mind

Payers and health plans

• Medicare Advantage plans, PSAOs, and quality programs that want to partner with high-performing pharmacies
• Message: PDC performance, audit-readiness, and clinical outcomes data

• Patient Pharmacy Care Notice Cards — for existing patients
• Marketing Fax / Provider Support Notice — for prescriber and referral partner outreach
• Provider Playbook/Toolkit — structured outreach package for referral relationships
• Social media presence (Facebook/Meta) — for community awareness and caregiver reach
• Email campaigns — for existing patient and partner relationship maintenance

• How to create a Physician and Home Health Provider Referral Toolkit 
• Where can I look for referrals?