A while ago I met with a physician specialist with a serious business problem – his patient base had seriously evaporated and he was in danger of losing the private practice he had spent many years building.
How did that happen?
Well, while a certain amount was due to some marketing missteps, he also had a long history of a lack of communication with the physicians who referred patients to him. He spent no time maintaining those relationships, so when referrals gradually stopped coming in he had no idea why.
If you have a practice heavily dependent on physician referrals, building and nurturing those relationships is vital to the success of your practice. It’s human nature to refer to those we know and trust, and stay in touch with. So having a system in place to build solid relationships is one of the most important marketing strategies you can have. And a good referral relationship reflects positively on both sides. It’s a win-win from a business perspective, and for your patients.
Here are 5 essential techniques for ensuring a steady flow of referrals.
Keep Track
Do you have a system in place to track your referral sources? If so, monthly reports will quickly tell you where referrals are coming from and who your top referral sources are. This will help you stay on top of positive and negative trends overall. Typically, as many as 80% of a practice’s referrals come from just 20% of its referral sources, so these are the ones to focus on most. As you note changes in individual referral patterns you will know which relationships require the most attention. Using a tracking system will help you to measure the effectiveness of your marketing efforts and figure out where to best direct your future resources and time.
Make it Easy
Referral sources we survey typically tell us “communication with the physicians I refer to” is a referral criteria of high importance and often needs the most improvement. This is where you can stand out from other practices by going above and beyond what your referrers have come to expect. Consistent and prompt follow up keeps them in the loop and lets them know what is happening with their patients. Your report (and as needed, a direct phone call) should include information such as your clinical findings, medications ordered, the treatment plan and follow up, and educational materials provided to their patient.
Stay in Touch
It is important to maintain frequent and personal contact with those who send you patients. Keep them posted of new services you have available and clearly communicate the value you offer their patients. Reach out with a phone call or email from time to time, or perhaps arrange lunch appointments or invite referring colleagues to attend a seminar, and follow up after the fact. The rule is to just keep the communication channels open!
Show Appreciation
It goes without saying that it’s important to thank those who refer to you, but practices typically lack a system for consistently following through. Simple acts such as sending occasional personalized thank you notes, holding “appreciation events”, and sending a personal note and gift, such as delivering plants to key referring practices during the holiday season, can create a strong impact.
Ask for Feedback
Receiving direct feedback from those referrers you depend on most is key. You could send a representative from your office (as a physician liaison) to have periodic face-to-face conversations. You can also easily survey your referral sources with an online survey tool (such as Survey Monkey). Don’t hesitate to pick up the phone from time to time and touch base with those that keep your practice thriving – they will be glad to hear from you and you may be surprised at what you learn. You’ll have an opportunity to determine how much they know about (and what they think of) your services and the benefits you offer their patients. Plus, by asking for feedback and making necessary modifications you demonstrate your commitment to providing them the best experience possible.
Use these 5 techniques to strengthen your referral relationships and you will not only realize a direct return on your marketing (and time!) investment, but you’ll experience a higher level of satisfaction in interacting with your colleagues and serving your mutual patients.
© 2012 Latady Physician Strategies. All rights reserved.
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Latady Physician Strategies helps physicians transition to Concierge and Direct Care medical practices that help them treat their patients the way they want to be treated, while rediscovering their enjoyment in practicing medicine.
CONTACT US
Nancy Latady, MBA
Owner/Principal
Latady Physician Strategies
info@latadyps.com
781.275.1415
www.LatadyPhysicianStrategies.com
Conventional to Concierge Medicine
