Marketing & search · Practice guide

Help partners find current referral information

Illustrative situation

A referral partner continues using a discontinued service sheet after a clinic changes its contact route. New website information alone has not corrected the old material. Updating the website does not update a referral sheet already saved by a partner. Plan how current material is identified and where older links lead. Keep responsibility for approved partner communications explicit.

Healthcare marketing calendar, campaign materials and a laptop showing anonymous charts.
Help the right people find your service and take a useful next step.

What this means for your practice

Keep a register of approved referral materials and their current destinations. Plan a controlled replacement process when practical service details change.

An example to discuss with your team

Open a saved link to a superseded sheet and confirm the reader can reach current information and recognise that the old version has changed.

Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.

What to discuss with your agency

Open a saved link to a superseded sample sheet. Can the reader recognise the change and reach the current version? Ask the agency to keep downloads linked to a maintained destination. Record retired materials so future reviews look beyond the most visible website pages.

Put the brief into practice

Maintain a list of the referral materials the organisation considers current and where each can be found. Give replacements a clear version or review date and a maintained online destination, so a partner holding an older copy has a route to the latest instructions. Identify who can authorise any communication to established partners and which channels are appropriate under the organisation's arrangements. A website update alone may not reach people using a saved document. Ask the agency to test a superseded link and inspect the explanation shown to the reader.

Where old printed material cannot be changed, consider how current contact routes help staff redirect enquiries consistently. Keep retired material distinguishable from active guidance without losing any history the organisation needs. Periodic review should include downloadable and shared documents as well as the main website. Repeated enquiries through an old route can be useful evidence that a replacement process has not yet reached its intended audience.

How to check the result

Count outdated referral materials still discoverable during periodic reviews.

Turn reading into a next step

Your action checklist

Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.

Checks to discuss

Record what you know, what is still missing and the answer you need from your team or supplier.

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Further reading

These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.

Related guides

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