Having trouble acquiring patients within your clinical practice?
We all know that relationships are crucial to the development of more relationships. But often, this clue is forgotten when it comes to marketing your services.
If you are interested in learning how to perform marketing to doctors for referrals, then you’re in the right place.
Keep reading to learn how to build your network of professionals.
On Medical Practice and Marketing
For most medical practices, the primary issue is their reliance on the provisions of a doctor’s referrals. Via this notion, they believe they need not attract new clients.
As we know that having all of your eggs in a single basket is a bad idea, so does having all of your patients streaming down a singular source, as well. Therefore, referral marketing should be the main concern for those who believe the issue to be of high risk.
In practice, the most impactful circumstances which extricate referral-reliant providers are:
Lack of a Service Plan
From the perspective of clinical marketing, the clients are the referring providers and physicians. Thus, this client-stream requires constant and continuous attention. The exact process that creates a reliable relationship.
Health care is continuously evolving and establishing more competitiveness in the playing field. Corporations are swallowing private practices.
These corporations become super-corporations. They begin to dominate the health systems and hospitals of the locale.
If the referral stream is working, it may seem patients are just crossing paths with your practice without cause. Your entire practice can often neglect the presence and potential of referring practices.
It is often thought that practice-to-practice referrals are based and built over menial interactions. Such as alumni residence, hallway occurrences, lunchroom discussions, sports-enthused communications. But that cannot be further from the truth.
Nowadays, the requirements for an efficient provider-referral marketing plan is no longer incidental. And it requires business smarts and analytical considerations.
How Do I Maintain and Grow My Referral Providers?
As mentioned earlier, the strategies for referral-marketing are plentiful, but let’s take a look at some examples.
Integrate a Clinical Development Plan
The secret to referral marketing lies in your ability to identify prospective referral sources and review your current ones. The clinical development plan should be based on the maintenance of business relationships with your referrals, and measurement of the referral process.
In addition to this, one must counterattack competitive uprising, improve their service, resolve issues at first notice, expand the referral base, and produce management reports on a regular basis.
And yes, it is a lot of work. But it pays off. And since the life of your practice relies on it, it is well worth your time and concentration.
Develop a Business Relationship Database
A business relationship database is a sort of profiling portfolio, which you shall look over for each one of your referrals.
The more information you can gather the better.
Record their practice. Record the referring doctor. Record the key staff members, their interest, personal information, and expectations for referrals.
As in many cases, the staff is responsible for the mechanics of the referral. Therefore, the gatekeepers of the referral process are of greater interest, despite your growing relationships with the other doctors.
For this process, you can employ the use of a CRM or PRM, both of which will help you track the particulars. But also help you review referral activity, revenue, contact frequency, and correspondence from your liaison.
A Liaison Is Not a Choice, It Is a Requirement
Nowadays, doctors are too busy. They don’t have time to maintain proactive interaction with the hundreds of referral sources that they possess.
Simultaneously, there is a growing need for experienced practitioners to call in the office. They maintain relationships and inspire referrals in the first place.
Therefore, having a physician referral marketing liaison for analysis of performance is critical to the success of your clinic. The representative will work behind closed doors and be a combination of the right experience, the right KPI, the right supervision, and the right hire.
If you’re looking for marketing for stem cell clinics, for example, you’ll need the right liaison with the right experience.
What Does the Process Look Like?
First, you must begin by asking the right questions. Ask each of the referring providers, “What’s most important to you, regarding how we take care of the patient?”
Determine what they want, what they expect — ask again, and review from time to time. The answer might change. Of course, exclusive first-class clinical care is expected, but there might be other points of interest.
Listen to your customer, the provider. They want you to provide them with the assurance of an appropriate relationship. This way, they can continue referring to you in full confidence.
Open communication can help you prove your capabilities to the referring doctor. Include your work and management specifics and establish ways for both parties to improve the referral channel, solve problems, and build rapport.
So now that you possess the answers, build your service around them. Timely appointments for referred patients, detailed reports about patient care, calls to conform, or whatever else that is valued by the referral provider should be adhered to.
Include the info in the database, and use it to create systems and develop changes within your practice. Establish tracking programs to help you measure specific goals and objectives. Results should be specific and quantifiable.
Learn how to increase provider referrals by an x-number in a y-period of time.
Regular analytics on a weekly or monthly basis will reveal the commonalities of what works, and the issues that need to be resolved.
Marketing to Doctors for Referrals Is Important
Now that you understand the importance of a practical approach to marketing to doctors for referrals. You can make changes to your current workflow. That will improve the entire process of your clinical practice.
This work can be outsourced but is best to combine personal involvement and specialist expertise to get the best of both worlds. Referral marketing is important, so get to it.
If you’re interested in reading similar articles, check out some of our other posts for advice.