🗂️ Referral Database Management [VSL internal]

 

 

 

 

 

 

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🗂️ HubSpot Referral Database Overview

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Tracking our referral sources is a key community outreach function, with both operators and VSL staff playing important roles. VSL works together as a team to maintain and grow our organized network of companies and individuals who refer applicants to recovery homes.

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The purpose of VSL's referral database

• To organize contact information for contacts who refer to our recovery homes
• To organize the structure of parent and child companies involved in referrals
• To keep accurate contact information for agencies with whom we engage

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RACI Chart

• Responsible: Outreach staff
• Accountable: Operations Department
• Consulted: Operations, Intake, and others who have information relative to referral sources
• Informed: N/A - the HubSpot database is available to anyone interested in exploring it

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Highlights

VSL's referral database contains three different primary types of records

Our data is organized in HubSpot. Referral sources are organized as follows:

1. 🏢 Parent companies: these records serve as umbrella organizations that contain multiple referral source companies ("child" companies). They provide a way to organize and understand relationships between larger agencies and their individual departments or associated referral sources.
2. 🤝 Referral source companies: an agency or organization which refers to recovery housing. These records are the core of the referral source database, containing information about organizations that refer clients to VSL. Note that not all referral source-type companies are child companies of a parent company.
3. 👤 Referral source contacts: contact records in HubSpot, representing a specific person, often a staff person working for a referral source company. They should be added to HubSpot with all available contact information and affiliated with the appropriate company.

Engagement activities are logged to the relevant record(s)

Record activities (calls, emails, meetings) with contacts in HubSpot to keep track of interactions with referral sources. Read more on this later.

Record properties should be regularly reviewed and updated

HubSpot records contain information about the organization or person, including their name (e.g. company or contact name), website, phone number, category, description, and so on. Each of these information fields is called a property.

We should add new contacts and companies when they are discovered

When adding new contacts or companies, always check for an existing record prior to creating a new one. Ensure all relevant available information is included in the new or existing record such as the type, contact information, location, and any notes relevant to this record. It is advised to let the Outreach Team handle the addition of new companies.

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🏢 Parent Companies

Learn how to manage parent company records in HubSpot

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A parent company is a record in HubSpot that represents a central organization, such as a corporate office or state department, connected to one or more "child" companies that directly refer to recovery homes. A parent company will not often be a direct source of referrals.

Access records in HubSpot: 🏢 Parent Companies

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Why use parent companies?

• Organizational Clarity: Helps categorize and visualize relationships between larger organizations and their subsidiaries.
• Streamlined Engagement: Allows you to manage outreach and engagement efforts at the parent organization level, improving efficiency when multiple child companies are involved.
• Data Accuracy: Ensures that all child companies are properly linked to their parent, keeping the database structured.

Further details can be found in HubSpot's Knowledge Base here.

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Parent companies v. referral sources (or "child" companies)

A “child company” is typically defined by:

• Offering services at a different location.
• Offering varied services but operating separately from the parent.

Examples of parent and child companies

• AdCare would be the “parent” company with AdCare programs as “child” companies
• Rhodes House should be a child company to the S.M.O.C. Agency

Video (very outdated): Managing parent & child companies in HubSpot

• https://youtu.be/6goNvhre3Qc

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Parent company names [include "- Parent"]

The Company Name field is the name of the Company itself. The name should be the most recognizable name, and should include whatever information you want to display relative to the Company.

• Parent companies: For parent companies, use “- Parent” at the end of the name in HubSpot. For example, “Granite Recovery - Parent”. This way, when searching for "Granite Recovery", we can quickly see which one is the parent.

  • Avoid unnecessary text such as "Inc." unless this is really necessary

  • Add the acronym at the beginning, if applicable. E.g. BHG - Behavioral Health Group - Parent

• Child companies: Granite Recovery's local program called Green Mountain Treatment would be named "Green Mountain Treatment - Granite Recovery". This way, we can easily see how this Company relates to other Companies.

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Parent company relationship structure

Associate referral source companies: You should periodically review the parent company's website to see what programs and services they offer, adding and updating referral source company data. All referral source companies that are related to the parent company should be associated with the parent company.

Don't associate referral source contacts: Because parent companies exist to organize related referral sources and not to represent a referral source itself, parent companies should not be associated with contacts that are referral sources. A clinician, for example, will be associated with the referral source company, not the parent company.

 

 

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🤝 Referral Source Companies

Learn how to manage referral sources - the core of our HubSpot database

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The core of our referral source database is the Company record. Company records (in HubSpot) are records that exist for each agency, company, department, group, or other organization that is involved in referring guests to Vanderburgh Sober Living Organizations that refer to sober living are referred to as referral sources.

Access records in HubSpot: 🤝 Referral Sources

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Company Records, Overview

Any company which fits this definition should have the "🗄️ Company Type" field to include "🤝 Referral Source". This will categorize the Company record as a current or potential referral source.

Access Company Records: Company Records are records created for each Company in HubSpot. To access Company records, go to the CRM Objects menu and find "Companies" on the list. Add a view called "🤝 Referral Sources". If you do not see this tab, go to "Add view" and add this view. This view will display a list of companies that are indicated as being a referral source.

• You can use various filters and sorting options available at the top of the list. Options typically include sorting by company name, subtype, state, or custom properties you've set up.

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Referral source company names

The Company Name field is the name of the Company itself. The name should be the most recognizable, and should include whatever information you want to display relative to the Company.

• For child companies associated with a parent company: Granite Recovery's local program called Green Mountain Treatment would be named "Green Mountain Treatment - Granite Recovery". This way, we can easily see how this Company relates to other Companies.

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Company information [left sidebar]

 

 

 

 

1. Access the Referral Source Companies view linked above

2. Check for duplicates prior to adding a new record!

3. Select "Create company"

4. Add all relevant information 

 

 

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👤 Referral Source Contacts

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Each contact in HubSpot represents an individual person. The contact record stores various information about the person, such as name, email address, phone number, company affiliation, and other custom data fields relevant to your interactions.

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Adding Contacts

Contacts can be added manually, imported in bulk from a spreadsheet, or automatically captured through website forms, emails, or integrations with other systems. HubSpot also automatically tracks interactions with your contacts, such as website visits, email opens, and social media engagements, aggregating this data in the contact's record. HubSpot allows customization of contact fields to suit specific business needs. Contacts can be segmented into lists based on criteria like what company they work for, referral source tier level, demographic information, etc. 

1. Adding Contacts: You can add contacts individually through the 'Create contact' button, or in bulk by importing a CSV file. Additionally, contacts are automatically created when someone fills out a form on your website, emails you, or interacts in a way that HubSpot can track.

2. Organizing and Managing Contacts: Use the search and filter options to find specific contacts. Update contact information as needed directly in their profile. HubSpot also allows you to assign tasks and notes to contacts, schedule meetings, and log calls or emails.

3. Engaging with Contacts: Utilize HubSpot’s email tools to send personalized emails. Set up marketing campaigns targeting specific contact segments. Use the activity feed to monitor contact engagement in real-time.

4. Tracking and Analyzing Interactions: HubSpot provides detailed analytics on contact interactions, helping to understand referral source behavior and preferences. This data is valuable for refining sales strategies and improving referral relationships.

5. Integration with Sales and Marketing Tools: HubSpot Contacts integrate seamlessly with other tools in the HubSpot ecosystem, like Marketing Hub, Sales Hub, and Service Hub, providing a comprehensive view of each contact’s journey and interactions with your business.

 

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➕ Growing and Improving the Database

Refine the database by adding new records and correcting existing information

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Step 1: Prioritize the area

Put effort into areas where we are actively growing our referral source network and relationships and focus on the areas around homes with the highest vacancy priority. Please be strategic about where you spend your time!

View vacancy priorities: HubSpot home records

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Step 2: Start with parent companies

Clean up existing parent company records in the state

First, we will want to identify any parent companies that might be relevant to this area. Because parent companies are regional and contain multiple child companies come up we will want to clean up parent companies across the state in which we are focusing. If the state is particularly large, consider focusing on parent companies within an hour drive from the home(s).

1. Access the list of parent companies in HubSpot
2. Add states to any parent companies missing the "State" field
3. Filter the view to display parent companies in the desired state

After you have identified relevant parent company records in the state, "clean them up" using the playbook identified below. To use the playbook to update records, access a parent company record and find the playbook on the right sidebar. To edit the playbook, click the link below. 

Playbook: 🏢 Parent Company Record Cleanup

Add child companies from existing parent companies (a part of the playbook)

After you are pretty sure you have a good list of all of the parent companies that might serve this location, go through each of them and make sure that all child companies have been added. The playbook above will help walk you through this process.

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Step 3: Clean up referral source company records

After you have reviewed the list of existing parent companies and have done some research to see if you need to add any new parent companies, let's move on to referral source companies. Similar to above, we have a playbook to help update existing referral source companies.

1. Access the list of referral source companies in HubSpot
2. Filter the view for desired criteria, likely searching for the state, and to further refine, then searching first for Tier 1 referral sources. You can also sort by city and pick the desired city and nearby cities to start with. Figuring out where to start can be a little bit messy, as there is no real easy way to filter for referral sources within a certain distance from a point.
   1. Consider using the Mapsly tool, discussed below, to view a map of referral sources.
3. Identify records that you would like to clean up first. We first recommend searching for the name of the program to see if there are any duplicates or similarly named referral sources. This is more of an art than a science.
   1. Check to see if there are any obvious missing parent companies
   2. Check to see if some of the companies you are reviewing are actually parent companies themselves, in which case you will need to change the company type

After you have identified relevant referral sources, "clean them up" using the playbook identified below. To use the playbook to update records, access a company record and find the playbook on the right sidebar. To edit the playbook, click the link below. 

Playbook: 🤝 Referral Source Company Cleanup

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Step 4: Research and add new companies (both types)

After you've gone through an updated existing parent company records, you will want to see if we have missed anything. Add any missing records to HubSpot.

1. Google search for various types of programs in the area. Use the different types of referral sources referenced in the types of referral sources article.
2. Check directories of recovery related organizations. Check for lists of license agencies, recovery centers, or other types of referral organizations. There are many directories available. Explore!

Read more: 🤝 Types of Referral Sources

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Step 5: Clean up referral source contacts (WORK IN PROGRESS)

Clean up existing contact records

Once you have gone through all of the companies, we should clean up existing contact records associated with them.

Playbook: 👤 Referral Source Contact Cleanup

Be sure to include all available contact information for the contact, as well as indicating the name of their organization. A new contact at a new company should be added as a “contact” for the person and a “company” for their organization. Adding a new contact with an organization that is already in the HubSpot system should be added as a “contact” for the person, and simply affiliate this “contact” with the “company” that is already in the system.

After creating the contact, add a “note” to the contact record and indicate the source of the new contact. This could be something as simple as “contact referred Kelsey Smith to the Germain Home in March 2019.” Always indicate the source of the contact and the content of any initial conversations had with the contact.

 

 

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💬 Logging Activities on Records in HubSpot

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Logging a New Activity

 

1. Select a Contact/Deal/Company:

   • From the list, click on the name of the contact, deal, or company you want to log an activity for.
   • This will open their individual record.

2. Add a New Activity:

   • Look for the "Log Activity" button or section in the record.
   • Click on "Log Activity" to open the activity options.

3. Choose the Type of Activity:

   • Select the type of activity you are logging (e.g., call, email, meeting, note).
     • Make sure to record the proper record!
       • Example - Please do not record a call under notes, record calls under the "Calls" section.
   • Enter the relevant details for your activity. For example, if it's a call, you might include the call duration, a summary of the conversation, and any follow-up actions. If needed, set reminders for future actions related to this activity.

4. Save the Activity:

   • After entering all the details, click the “Save” button to log the activity in the system.
     
     

Log each call, email, or meeting with a contact

Search for the contact, select the contact in the Contacts page (see below), and search for and select the contact. On the page for the contact (see right), add a note or log an event. Ensure that all contact information is correct in the system! Event logs are important to track when and what has occurred with each of our referral sources. This should include any time a known placement professional refers a resident to us; more in the Intake section below.

 

 

 

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🗺️ Mapsly: Referral Source Map

Learn about Mapsly, VSL's referral source map

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Mapsly is a tool that we use to include a visual mapping tool with our referral source database. This software allows us to project existing referral source companies onto a map, simplifying the process of finding and engaging with referral sources in specific areas.

Access the map on your browser: Click Here

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If you are interested in using Mapsly, please reach out to the

Marketing Team via email at marketing@vanderburghhouse.com. 

 

 

 

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⚠️ Records with Errors

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These Records with Errors views display HubSpot records that have errors to correct. Once the errors are corrected, the records will be removed from the views.

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Company Records with Errors

The chart below displays a list of common errors for referral source-type records.

 

 

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Contact Records with Errors

The chart below displays a list of common errors for referral source-type records.

 

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Parent Company Records with Errors

 

• Too many / too few area associations (tech report)

 

 

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💤 Dormant Records

Subtitle

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Dormant records are XYZ. No need for dormant parent companies.

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Dormant Companies

Dormant companies are companies that meet the following criteria:

1. A company that has had no connected calls, sent no emails, or attended no meetings in the past 60 days
2. A company who's lead status is anything that is not "Former" or unlisted
3. A company that has had referrals before but none in the last 180 days

Reports needed

1. Side Bar: If Activity is labeled as Dormant a left side bar will display with information to review:
   
   1. Activity - will show as dormant; this field is semi-automatic
      1. Active - a company that has engaged and referred in the last 180 days; automatically set
      2. Dormant - a company that has had past engagement but no engagement or referrals in the last 180 days; automatically set
      3. Reviewed - a company that was dormant but has been reviewed by staff for correct information and to verify it is a referral source; manually set
   2. Activity Review Date - this field is auto-set based on updating the activity field
   3. Last Date of Connection - this field is auto-set based on the last incoming and connected call, logged meeting, or received email
2. KPI: This shows the total number of companies that are Active, Dormant, and Reviewed
3. List: There is a list of Dormant Companies as defined above to help filter through those companies.
   
   1. Open the company to review that has gone dormant.
   2. The sidebar will give the relevant dates, when it went dormant or was last reviewed and when the last successful engagement was with the company.
   3. Use the Referral Source Company Cleanup Playbook found on the right sidebar to verify and correct information for the company as well as review dormant companies.
   4. Try to reach out to the company and re-engage with them. But also mark the company as "Reviewed" at the bottom of the playbook.
   5. The Dormant Referral Source Company Management Workflow automatically sets companies to active or dormant.

Checking Information

Review the information available using the playbook. Checking the contact information and location. Use identified outreach strategies to re-engage this company for those who have been active in the past and are now dormant. For any companies where no action is needed, set activity to "reviewed".

 

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Dormant Contacts

Dormant contacts are companies that meet the following criteria:

1. A contact that has had no connected calls, has sent us no emails, and has not attended any meetings with us in the past 60 days.
2. A contact who's lead status is not former or unlisted
3. A contact that has referred in the past but none in the last 180 days

Reports needed

1. Side Bar: If Activity is labeled as Dormant a left side bar will display with information to review:
   
   1. Activity - will show as dormant; this field is semi-automatic
      1. Active - a contact that has engaged or referred in the past 180 days; automatically set
      2. Dormant - a contact that has formerly engaged with us but has not engaged or referred in the past 180 days; automatically set
      3. Reviewed - a contact that was set to dormant and has been reviewed for correct information and outreach has been tried; manually set
   2. Activity Review Date - this field is auto-set when activity is updated
   3. Last Date of Connection - the date of the last connected call, incoming email, or attended meeting; automatically set
2. KPI: This shows the total number of referral source contacts who are Active, Dormant, and Reviewed
3. List: There is a list of Dormant Contacts as defined above to help filter through those companies.
   
   1. Open the contact to review that has gone dormant.
   2. The sidebar will give the relevant dates, when it went dormant or was last reviewed and when the last successful engagement was with the contact.
   3. Use the Referral Source Contact Cleanup Playbook found on the right sidebar to verify and correct information for the contact as well as review dormant contacts.
   4. Try to reach out to the contact or their company and re-engage with them. But also mark the contact as "Reviewed" at the bottom of the playbook.
   5. The Dormant Referral Source Contact Management Workflow automatically sets contacts to active or dormant.

Checking Information

Review the information available on the left side bar of the contact. Checking the contact information, location, and their company information. Try to determine if the contact is still working at their primary company. Try to use identified outreach strategies to re-engage with this contact if they are still working at their present company or update their lead status to "Former" if they are no longer working at that company and you cannot see if they are still working at a referral source company. For any contacts where no action is needed, set activity to "reviewed".

 

 

Recurring Tasks

• Contact with 2 or more referrals in 60+ days, none within 60 days: task to follow up
• Company with 4 or more aggregate referrals in 60+ days, none within 60 days: task to follow up
• Contact with 3 or more referrals in 30 days: send gift basket
• Company with 8+ referrals 180 days ago and minimal now: task to call and then send a packet