Building a strong referral network is key to growing your Medicaid waiver services, but maintaining and nurturing those relationships is what keeps the referrals flowing. Just like any good relationship, your connections with referral partners—whether they're hospitals, doctors, or community organizations—need ongoing attention and care to stay strong and productive. Regular communication, feedback, and collaboration are all essential to ensuring your referral partners feel valued and engaged. 

1. Why Maintaining Referral Relationships is Important 

Building relationships with referral sources is only the first step. To keep those relationships thriving, you need to nurture them over time. Why is this so important? 

Consistency: Referral sources will keep sending clients your way if they feel confident in your services and trust that you're reliable. 

Collaboration: Strong relationships encourage ongoing collaboration, making it easier to work together to ensure participants get the care they need. 

Trust: Regular communication helps build trust, and trust is key to any successful referral relationship. When referral partners feel that they can count on you, they’ll continue to refer participants. 

2. Best Practices for Maintaining Strong Referral Relationships 

To maintain and grow your referral network, it’s important to actively invest in those relationships. Here are some simple but effective ways to keep your referral sources engaged: 

A. Keep the Lines of Communication Open 

Communication is the foundation of any good relationship, and that holds true for your referral partners. Regular updates and check-ins show that you’re committed to staying connected and keeping them in the loop. This can be as simple as sending periodic emails to provide updates on the clients they referred or touching base to see how you can collaborate better. 

• Best Practice: Set up a schedule for regular communication, whether it’s monthly check-ins or quarterly updates. Let referral partners know how the participants they referred are doing, and ask if there’s anything you can do to make the process smoother for them. 

Example: If a hospital referred a participant to your waiver services, send an email a few weeks later with an update on how the participant is progressing. This helps keep the hospital engaged and reassures them that their referral is receiving great care. 

B. Offer Feedback Loops 

A great way to strengthen referral relationships is by creating feedback loops. Asking for feedback shows that you value their input and are willing to improve to better serve clients. It also opens the door for constructive conversations about how to make the referral process easier and more effective for both sides. 

• Best Practice: After a referral is made, follow up with the referring partner to ask how the process went. Was it easy to refer the client? Do they have any suggestions for improvement? Not only does this show you care, but it also helps you fine-tune your processes to make it easier for others to send referrals your way. 

Example: Send a quick survey or schedule a phone call with key referral partners every six months to ask about their experience. You can ask simple questions like, “Is there anything we can do to make the referral process smoother?” or “How can we improve communication?” 

C. Collaborate for Better Care 

Collaboration with your referral sources ensures that participants receive comprehensive, well-rounded care. Working together doesn’t just help the client—it strengthens the referral relationship by reinforcing that you’re part of the same team. Openly share information (within HIPAA guidelines) and be proactive in involving referral partners in care planning when needed. 

• Best Practice: Invite referral partners to collaborate on care plans, especially if a client has complex needs. For example, if a physician referred a participant to you for home-based services, schedule a meeting to discuss how your care will complement the participant’s medical care. This collaboration strengthens the trust between you and the referral partner. 

Example: A case manager refers a client to your waiver services for personal care and homemaker assistance. You could set up a phone call or meeting to discuss the participant’s overall care plan and ensure that all services are coordinated. 

3. Make Your Referral Sources Feel Valued 

A little appreciation goes a long way in keeping your referral relationships strong. Showing your referral sources that you value their partnership can make a big difference in how often they refer clients to you. Whether it’s a simple thank-you note or recognizing their contributions in a more formal way, expressing gratitude keeps the relationship positive and engaged. 

A. Send a Personal Thank-You 

When you receive a referral, don’t take it for granted. Sending a personalized thank-you note or email shows that you appreciate the referral partner’s trust and effort. This small gesture can help build goodwill and keep the relationship strong. 

• Best Practice: Set aside time to send personalized thank-you emails after each referral. Be specific in your message—thank the referral source for their trust, and let them know how the referred participant is doing. This kind of follow-up leaves a positive impression. 

Example: “Hi Dr. Smith, I wanted to personally thank you for referring Mr. Johnson to our waiver services. We’ve started working with him on his personal care needs, and he’s already making great progress. We truly appreciate your partnership and look forward to continuing to support your patients.” 

B. Recognize and Celebrate Your Partners 

Consider ways to recognize your top referral sources and celebrate your partnerships. You can host appreciation events, send small tokens of appreciation, or even spotlight key referral sources on your website or social media. It’s a way to build loyalty and demonstrate that you value their ongoing trust in your services. 

• Best Practice: Host an annual appreciation event or send a small gift to key referral partners to thank them for their support. It doesn’t have to be extravagant—a handwritten note and a coffee gift card can go a long way toward showing your appreciation. 

Example: Host a virtual or in-person “Referral Partner Appreciation Lunch” where you thank your top referrers for their continued partnership. Use it as an opportunity to share updates, celebrate successes, and network. 

4. Create Opportunities for Ongoing Collaboration 

Building strong referral relationships is about more than just accepting referrals—it’s about finding ways to collaborate over the long term. Look for opportunities to work together on educational events, joint projects, or community outreach. When referral partners see you as an active collaborator, they’re more likely to view you as a valuable long-term partner. 

A. Host Educational Webinars or Workshops 

Offer to host educational webinars or workshops for healthcare professionals and referral sources. These sessions can help keep them informed about the services you provide, how you meet participants’ needs, and why they should continue referring clients to you. It also positions you as an expert in your field, which strengthens your credibility. 

• Best Practice: Host quarterly webinars on topics relevant to referral sources, such as updates on Medicaid waiver programs or best practices for care coordination. Invite referral partners to participate, and use the opportunity to share your expertise. 

Example: Host a webinar titled “How Medicaid Waiver Services Can Improve Patient Outcomes” and invite physicians, social workers, and discharge planners to attend. This positions you as a thought leader and encourages ongoing collaboration. 

B. Partner on Community Outreach Efforts 

Collaborating on community outreach initiatives, like health fairs or public education programs, can also strengthen your referral relationships. Not only does it promote your services, but it also shows that you’re committed to improving the well-being of the community—a value many referral sources share. 

• Best Practice: Partner with local hospitals or healthcare providers to co-host events, such as health screenings or care transition workshops. These events give you an opportunity to work closely with your referral sources while also promoting your services to potential clients. 

Example: Partner with a local hospital to host a “Transitioning Home After Hospitalization” workshop for patients and their families. This not only helps patients but also highlights your role in supporting care transitions. 

Final Thoughts

Maintaining and nurturing referral relationships is an ongoing process that requires communication, collaboration, and genuine appreciation. By keeping the lines of communication open, offering feedback loops, and finding ways to collaborate, you can strengthen these relationships and ensure a steady flow of referrals. And don’t forget to show your referral partners that you value their trust and partnership—whether it’s through a thank-you note, an appreciation event, or just taking the time to check in regularly.