Destination page: https://averyncare.com/professionals/discharge/
Platform: LinkedIn
Campaign type: B2B awareness + referral enablement
Primary conversion: Referral sheet generation (form submission at #referral-form)
Secondary conversion: Page engagement (free tools section views, FAQ reads, time on page)
This is Averyn's first B2B campaign. The audience is not the end customer — it's the professional who interacts with the family at the highest-urgency moment: discharge. Discharge planners, case managers, and social workers at hospitals and SNFs are the gateway. They see 5–15 discharges per week. They know the family can't execute the plan. They have 30 seconds to hand the family something useful before the family walks out the door.
The pitch isn't "buy Averyn." The pitch is: "Here are free tools you can give to families. They'll reduce your callbacks. And if the family wants more help, we're there."
The referral sheet — a printable 1-pager with a QR code, tailored to the discharge setting — is the conversion. When a professional generates a referral sheet, they've committed to distributing it. That sheet becomes a persistent, attributable link between the professional and families who find Averyn.
Campaign objective: Website Visits (optimized for landing page views) initially; switch to Website Conversions once the LinkedIn Insight Tag has enough referral-sheet-generation events (50+).
Primary KPIs:
| Metric | Target | Notes |
|---|---|---|
| Cost per referral sheet generated | < $30 | Referral sheets have compounding value — each sheet reaches 5–15 families |
| Click-through rate (CTR) | > 0.8% | LinkedIn B2B benchmark is 0.4–0.6%; professional utility content over-indexes |
| Cost per click (CPC) | < $8 | Healthcare B2B LinkedIn average is $6–12 |
| Referral sheets generated / month | 100+ | At scale; ramp from 20–30 in month 1 |
Secondary KPIs:
#free-tools section (> 40% of visitors)#referral-form (> 25% of visitors)Tracking:
/professionals/discharge/ (page view)referral_sheet_generated with props {source: 'linkedin', setting: '[hospital|snf|general]'}?utm_source=linkedin&utm_medium=cpc&utm_campaign=discharge-professionals&utm_content=[ad-set]-[concept]The person who builds the discharge plan and hands it to the family. They know — with certainty — that most families will lose the thread within 72 hours. They feel it every time a patient is readmitted for a missed follow-up or a medication that was never picked up. They'd give families more support if they could, but their caseload is 15–25 patients and the family is out the door in 20 minutes.
Who they are:
What they need:
What they fear:
The person managing the SNF-to-home transition — typically with more lead time (days or weeks vs. hours) but higher complexity. They're navigating Medicare coverage windows, therapy continuity, home readiness, and family preparedness. They see the same families fail to execute the plan, often resulting in a return to acute care.
Who they are:
What they need:
Medical social workers who interact with families during the hospitalization — often before the discharge plan is finalized. They assess family readiness, connect families to resources, and bridge the gap between clinical recommendations and family capacity.
Who they are:
Targeting — OR logic (any match):
Job titles (exact match preferred):
Job functions: Healthcare Services, Nursing
Industry:
Company size: 200+ employees (filters out small clinics, solo practices)
Member skills (supplement, OR logic):
Exclusions:
Geography: United States (all; or restrict to Averyn service areas if regional)
Estimated audience size: 80,000–120,000
Budget: $40–80/day Bid strategy: Maximum delivery (auto-bid) initially; switch to manual CPC cap after 2 weeks of data Expected CPC: $5–10 Expected CPM: $30–60
Job titles:
Industry:
Member skills:
Company size: 50+ employees
Geography: United States
Estimated audience size: 40,000–70,000
Budget: $25–50/day Expected CPC: $5–10
Audience: LinkedIn Matched Audience — visitors to /professionals/discharge/ (last 90 days) who did NOT trigger the referral-sheet-generation event
Exclusions: People who generated a referral sheet
Format: Single image or carousel (not Document ad — they've already seen the page)
Budget: $10–20/day Expected CPC: $3–6 (warm audience, higher CTR)
Audience: LinkedIn Matched Audience — visitors who DID generate a referral sheet (last 180 days)
Purpose: Remind them the tools exist, prompt additional sheet generation, surface new tools as they're released. Low-frequency, long-duration.
Format: Single image — "New tools available" or "Your families are using the toolkit"
Budget: $5–10/day Frequency cap: 2 impressions/week
Format: Single image, text-forward Audience: Ad Set 1, Ad Set 2 Visual: Clean, warm design. A discharge packet/folder on a kitchen table — slightly scattered papers, a pen, a coffee cup. The setting is home, not hospital. The visual tells the story: the plan made it home, but nobody's managing it. Text on image: "The discharge plan is solid. The family can't execute it." Subtext: "Free tools + a printable referral sheet" CTA button: Learn more
Primary text: You build thorough discharge plans. Follow-ups scheduled. Referrals placed. Instructions explained. Then the family goes home — and within 72 hours, the follow-through starts to unravel.
Not because they don't care. Because nobody was prepared for the volume.
We built a page for discharge professionals with free tools you can hand to families: checklists, assessments, a readiness scorecard, and a printable referral sheet with a QR code that connects families to everything they need.
No cost. No documentation. No compliance risk.
Headline: Free discharge tools for the families you're sending home Description: Referral sheet, checklists, and assessments — print and hand to families. averyncare.com
Format: 5-slide carousel Audience: Ad Set 1, Ad Set 2 Visual: Each slide is a clean card with a single stat or fact. Consistent design: warm white background, dark text, gold accent line. Professional but not sterile.
Slide 1: "72 hours after discharge" / "PCP follow-up not scheduled. Meds not reconciled. Referrals pending." Slide 2: "50% of Medicare Part A patients" / "don't successfully return home after a SNF stay." Slide 3: "The family becomes the project manager" / "with no training, no tools, and no coordination support." Slide 4: "You can't follow them home." / "But you can hand them something that helps." Slide 5: "Free tools for families" / "Checklists. Assessments. A referral sheet with your name on it." / [CTA: See the tools]
Primary text: Discharge plans don't fail because they're bad. They fail because the family executing them has never done this before.
We built a set of free tools you can give to families: a hospital-to-home checklist, a post-discharge gap quiz, a care complexity assessment, and a transition readiness scorecard. Plus a printable referral sheet — personalized with your name and a QR code.
Takes 30 seconds to hand over. Costs your facility nothing.
Headline: Free discharge tools for the families you send home Description: Checklists, assessments, and a referral sheet — everything at averyncare.com/professionals/discharge
Format: Document ad (PDF preview — swipeable) Audience: Ad Set 1, Ad Set 2 Document: A mock-up of the referral sheet — 3–4 pages showing what the 1-pager looks like when generated. Include:
Primary text: This is a referral sheet. You generate it in 30 seconds. It prints on one page. You hand it to the family before they leave.
The QR code takes them to free tools — checklists, assessments, and coordination support — with attribution back to you. Families who scan it can access everything from their phone.
No cost. No documentation burden. No clinical claims. Just a better handoff.
Headline: A 1-page handoff for the families you're discharging Description: Free referral sheet generator — personalized to you and the discharge setting
Format: Single image, emotional resonance Audience: Ad Set 1 (hospital discharge planners) Visual: A hospital hallway or corridor — shot from behind, natural light from a window at the end. Empty. The feeling: the family just walked out the door. Text on image: "You've seen this before." Subtext: "Follow-up missed. Meds not picked up. Readmitted in 12 days."
Primary text: You've done everything right. Discharge plan is thorough. Follow-ups scheduled. Instructions explained twice. The family nods, takes the packet, and walks out.
Twelve days later they're back. The PCP follow-up never happened. The medication was never picked up. The home health referral stalled.
It's not a clinical failure. It's an administrative one. And there's nothing in your workflow to prevent it.
We can't fix the system. But we built something that helps: a set of free tools for families — checklists, assessments, a readiness scorecard — and a referral sheet that takes 30 seconds to generate. Print it. Hand it over. Give the family something that helps the plan survive the first two weeks.
Headline: Free tools for the families you can't follow home Description: Checklists, assessments, and a printable referral sheet. No cost, no documentation burden.
Format: Single image, direct CTA Audience: Ad Set 1, Ad Set 2 Visual: Close-up of a hand holding a printed sheet of paper — the referral sheet. Clean, readable. A QR code visible. The feeling: this is a real thing you can hand someone. Text on image: "30 seconds before they leave." Subtext: "Print a referral sheet. Hand it to the family." CTA button: Get the referral sheet
Primary text: One page. Your name on it. A QR code that gives the family free checklists, assessments, and a path to coordination support if they need it.
You generate it in 30 seconds. Choose the discharge setting — hospital, SNF, or general — and it adapts. Print it or email it. Done.
No cost. No compliance burden. No follow-up required on your end. Just a better handoff.
Headline: A printable referral sheet for discharge families Description: Generate yours free at averyncare.com/professionals/discharge
Format: 30-second video (square 1:1 or vertical 9:16) Audience: Ad Set 1, Ad Set 2 Storyboard:
| Time | Visual | Text overlay |
|---|---|---|
| 0–5s | Hospital room. Patient in bed, family member sitting beside. | "The discharge plan is ready." |
| 5–10s | Family walking out of hospital. Papers in hand. | "Follow-ups scheduled. Referrals placed. Instructions explained." |
| 10–15s | Kitchen table at home. Papers spread out. Phone ringing. | "Then the family goes home." |
| 15–20s | Calendar with missed appointments. Pill bottles on counter. Phone with unanswered calls. | "PCP follow-up: missed. Meds: not reconciled. Referrals: stalled." |
| 20–25s | Hand placing a printed referral sheet on top of the discharge papers. Clean. One page. QR code visible. | "Give them something that helps." |
| 25–30s | Averyn logo + URL. | "Free tools + referral sheet. averyncare.com/professionals/discharge" |
Primary text: The discharge plan is solid. The family can't execute it. We built free tools — checklists, assessments, a readiness scorecard — that you can hand to families before they leave. Plus a referral sheet that takes 30 seconds to generate. Print it. Hand it over. It costs nothing and creates no documentation burden.
Headline: Free discharge tools for the families you send home Description: Referral sheet, checklists, assessments — no cost, no compliance risk
Objective: Website Visits Budget: $65–130/day ($2,000–4,000/month) Ad sets active: Ad Set 1 + Ad Set 2 Concepts to test: Launch Concepts 1, 2, and 5 simultaneously. Rotate out lowest CTR after 2 weeks. Goal: 200–400 page visits, 20–40 referral sheets generated, validate CPC and CTR benchmarks
Key decisions at end of Phase 1:
Objective: Switch to Website Conversions (referral sheet generation event) once 50+ events are recorded Budget: Shift to best-performing ad set; scale to $100–150/day if CPL < $30 Ad sets active: Best performer from Phase 1 + Retargeting (Ad Set 3) Concepts: Add Concepts 3 (Document Ad) and 4 (Empathy). The Document Ad format typically has highest engagement on LinkedIn for professional audiences. Goal: 60–100 referral sheets/month
Budget: $100–200/day ($3,000–6,000/month) based on ROI validation Ad sets active: All four New concepts: Add Concept 6 (Video) — video performs well once the audience has seen static/carousel first (warm + novel) Add: Ad Set 4 (re-engagement) to keep referral sheet generators active Goal: 100+ referral sheets/month; begin measuring downstream family conversion rate from referral sheet scans
The attribution chain for this campaign is longer than the B2C funnels:
LinkedIn ad impression
→ Professional clicks through to /professionals/discharge/
→ Professional generates a referral sheet (PRIMARY CONVERSION)
→ Professional hands sheet to families over subsequent weeks/months
→ Family scans QR code → lands on personalized referral page
→ Family uses free tools, or opts in to Averyn services
What we can measure directly:
What we track but can't fully attribute:
Proxy metrics for downstream impact (monthly):
source: referral-sheet| Metric | Conservative | Optimistic |
|---|---|---|
| Referral sheets generated / month | 60 | 150 |
| Families per sheet (over 6 months) | 3 | 8 |
| Total families reached / month | 180 | 1,200 |
| Family conversion to free tools | 10% | 25% |
| Free tool → paid service conversion | 3% | 8% |
| New paid clients / month from channel | 0.5 | 24 |
| Average client value (Year 1) | $3,000 | $6,000 |
| Monthly revenue from channel | $1,500 | $144,000 |
| Monthly ad spend | $3,000 | $6,000 |
The conservative scenario requires patience — this is a seeding channel. The compounding effect of referral sheets (each professional generates once but distributes for months) means ROI improves dramatically over time. By month 6, a referral sheet generated in month 1 may have reached 30+ families.
averyn-icon-light-120x120.png — small, corner placement. The brand is secondary; the utility is primary.The $30/day ad campaign builds ambient awareness. Sales Navigator is the direct-action complement — personal outreach to specific professionals at specific facilities, one at a time. Budget: ~$100/month for a Sales Navigator Core seat. Combined with the ad spend ($900/month), total channel cost is ~$1,000/month.
The two channels reinforce each other. A discharge planner who has seen "Averyn Care" once or twice in their LinkedIn feed and then receives a personal InMail is 3–5× more likely to engage than someone seeing the name for the first time. Run them in parallel.
Account type: Sales Navigator Core ($99/month)
Build two saved searches. Run each weekly. Sales Navigator will surface new matches and alert you to job changes (someone becoming a discharge coordinator at a new facility is a high-intent moment).
Saved Search 1: SNF Social Workers & Discharge Coordinators
| Filter | Value |
|---|---|
| Job title | Social Worker, Social Services Director, Director of Social Services, Discharge Coordinator, Discharge Planner, Case Manager, Transition Coordinator, Social Services Coordinator |
| Industry | Hospital & Health Care |
| Company headcount | 51–500 (covers most SNFs — filters out the two-person home health agencies and the 10,000-employee hospital systems) |
| Keywords (in profile) | "skilled nursing" OR "SNF" OR "rehabilitation" OR "post-acute" OR "long-term care" OR "discharge planning" |
| Geography | United States (or narrow to your service areas) |
| Seniority | Mid-level, Senior, Manager, Director |
Expected results: 3,000–8,000 profiles. Not all will be exact fits — review manually before messaging.
Saved Search 2: Hospital Case Managers & Discharge Planners
| Filter | Value |
|---|---|
| Job title | Discharge Planner, Case Manager, Care Coordinator, Utilization Review Nurse, Patient Care Coordinator, Nurse Case Manager, Transition Coordinator |
| Industry | Hospital & Health Care |
| Company headcount | 501+ (hospitals) |
| Keywords (in profile) | "discharge" OR "transition" OR "case management" OR "care coordination" |
| Geography | United States (or narrow to service areas) |
| Seniority | Mid-level, Senior, Manager |
Expected results: 5,000–15,000 profiles. Larger pool but more variable quality — many "Case Manager" titles are in insurance, not facilities. The keyword filter helps, but manual review is necessary.
Volume: 8–10 InMails per week. Not more. Quality over quantity. Each message should feel like it was written for that person — because at this volume, it actually can be. That's 32–40 InMails per month, leaving 10–18 credits as buffer for follow-ups and replies.
Timing: Tuesday through Thursday, 8–10 AM in the recipient's time zone. Healthcare professionals check LinkedIn before their shift or during morning admin time. Avoid Monday (buried in weekend catch-up) and Friday (mentally checked out).
Targeting priority: Start with SNF social workers (Saved Search 1). They're a smaller, more concentrated audience. Each SNF typically has 1–3 people handling discharge. If you convert the social services director, you've effectively converted the facility. Hospitals have larger teams where you need to reach the right individual — harder to identify from a LinkedIn profile.
Sales Navigator InMails have a ~300-word sweet spot. Shorter than email, more personal than an ad. The subject line is critical — it determines open rates.
Template 1: The Direct Offer (Primary — use for first outreach)
Subject: Free discharge tools for the families you're transitioning home
Hi {first_name},
I saw you're handling discharge planning at {company}. I built something specifically for people in your role and wanted to share it.
We put together a set of free tools that discharge coordinators and social workers can hand to families — a hospital-to-home checklist, a transition readiness scorecard, a post-discharge gap quiz, and a few others. Everything's browser-based, nothing gets stored, and families can access them from their phone.
There's also a referral sheet generator — you enter your name, pick the discharge setting, and it creates a printable 1-pager with a QR code. Families scan it and get the tools plus a path to coordination support if they want it. Your name stays on it, and we let you know when families connect.
No cost. No documentation on your end. No clinical claims — we handle administrative follow-through only.
Here's the page: https://averyncare.com/professionals/discharge/?utm_source=linkedin&utm_medium=inmail&utm_campaign=snf-outreach
Happy to answer any questions. No pitch beyond this — the tools speak for themselves.
— Dan
Template 2: The Empathy Lead (use for social workers specifically)
Subject: The part of discharge planning that follows families home
Hi {first_name},
You probably already know what happens after the family leaves — the follow-up that doesn't get scheduled, the medication that doesn't get picked up, the referral that stalls. Not because the family doesn't care, but because nobody told them this was a project management job.
I run a small company called Averyn Care. We do non-clinical administrative coordination for families — the scheduling, records, referral tracking, and family communication that falls through the cracks after discharge.
We also built a set of free tools you can give to families before they leave: checklists, assessments, a readiness scorecard. Plus a referral sheet you can print — takes 30 seconds.
Everything's here: https://averyncare.com/professionals/discharge/?utm_source=linkedin&utm_medium=inmail&utm_campaign=snf-outreach
No cost or obligation. Just something I wish existed when we started seeing how many families lose the thread in the first two weeks.
— Dan
Template 3: The Follow-Up (use 7–10 days after no response to InMail)
Subject: Quick follow-up — the free discharge tools
Hi {first_name},
Sent a note last week about some free tools we built for families being discharged — checklists, a readiness scorecard, a printable referral sheet.
If it's not relevant, no worries at all. If it is, the page is here: https://averyncare.com/professionals/discharge/?utm_source=linkedin&utm_medium=inmail&utm_campaign=snf-followup
Either way, I appreciate the work you do. Discharge coordination is one of the hardest jobs in healthcare that nobody outside the field understands.
— Dan
At 8–10 InMails per week, you have time to personalize. Spend 2–3 minutes per prospect reviewing their profile. Look for:
Keep it simple. A spreadsheet is fine at this volume.
| Column | Purpose |
|---|---|
| Name | Professional's name |
| Title | Job title |
| Facility | SNF or hospital name |
| Facility size | Beds or headcount |
| State | Location |
| InMail sent date | When you messaged |
| Template used | Which template |
| Opened | Yes/No (Sales Navigator shows this) |
| Replied | Yes/No + date |
| Visited page | Yes/No (check if they generated a referral sheet) |
| Generated sheet | Yes/No + date |
| Follow-up sent | Date of Template 3 if applicable |
| Notes | Anything relevant from their profile |
Monthly review metrics:
| Metric | Target |
|---|---|
| InMails sent | 32–40 |
| Open rate | > 40% (LinkedIn InMail average is 50–60%) |
| Reply rate | > 10% |
| Page visits from InMail | > 20% of opens |
| Referral sheets generated | 5–10 |
| Cost per referral sheet (InMail channel) | ~$10–20 (Navigator cost / sheets) |
The two channels should run in parallel, targeting overlapping audiences. The interaction pattern:
Week 1: Professional sees LinkedIn ad in feed (awareness — may not click)
Week 2: Professional sees ad again (recognition — "I've seen that name")
Week 2: You send InMail with personalized note + link (direct action)
Week 3: Professional visits page (from InMail link — UTM-tracked)
Week 3: Professional enters retargeting audience (sees ad again)
Week 4: Professional generates referral sheet (conversion)
Week 5+: Professional starts handing sheets to families (compounding)
The ad spend makes the InMail more effective. The InMail makes the ad spend more efficient. At $30/day ads + $100/month Navigator, you're spending ~$1,000/month for a channel that should produce 15–30 referral sheets per month — each of which works for months afterward.